Around the Web: Weekend Warriors

Posted by Jim Thompson on March 26, 2010 07:04 PM

Heineken looks to brew a comeback. [AdAge]

British Airways takes tough stance on Union. [The Guardian]

Facebook considers revising privacy policy. [Mashable]

Arm & Hammer launches new gel detergent. [brandweek]

Sarah Palin brings personal brand to TV. [LA Times]


Academy Awards Coming To Brandchannel

Posted by Jim Thompson on March 3, 2010 02:45 PM

The Oscars are fast approaching, and on Sunday the world's most famous celebrities will wear the latest and greatest luxury brands on the red carpet – from Valentino, Armani, and Versace to Jimmy Choo, Christian Dior, and Gucci. Which luxury brands will leverage the opportunity to both glam up movie stars and make an impression on millions of people? 

Find out by following brandchannel’s real-time coverage of the red carpet via Twitter. Follow us on the brandchannelhub

Twenty Years Later: What McDonald's In Russia Says About The Brand's Future

Posted by Jim Thompson on February 1, 2010 10:02 AM

The lettuce magnate of Russia is named Mr. Semenov. He began as a modest lettuce grower outside of Moscow in 1990. Today he sells 150 different types of lettuce, is a wealthy man, and has subsequently transitioned into politics, serving in the Russian Parliament with the powerful United Russia party. Who does he have to thank for his success?

Ronald McDonald. And the McDonald’s brand.Continue reading...

Around The Web: Sweet Gains

Posted by Jim Thompson on January 19, 2010 08:24 PM

Kraft purchases Cadbury for a sweet $19.5 billion. [AP]

New Ford Taurus receives high scores. [NYT]

Socially responsible GlaxoSmithKline to offer free malaria cures. [Guardian]

Weight Watchers sues Jenny Craig. [BrandWeek]

Around The Web: Sadness Abounds

Posted by Jim Thompson on January 14, 2010 07:20 PM

Tragedy in Haiti fuels rumors, innuendo, and speculation regarding relief efforts. [Ad Age]

World supports Google's decision on China. [NYT]

Gerber launches a campaign featuring healthier Gerber Generation. [BrandWeek]

Cadbury benefits from talk of Hershey bid. [Guardian]

France proposes options to Google regarding taxes, information. [NYT]

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the complete package

Why Brand Engagement Is A Personal Business

Posted by Jim Thompson on January 14, 2010 12:15 PM

It sounds so easy. Happy employees make for a healthy and profitable brand. So why doesn’t every company make brand engagement a priority? Two reasons:

(1) Theorizing about brand engagement is much easier than actually putting the ideas into practice.

(2) People are weird. Just ask Tony Hsieh, CEO of The NY Times reports that if you would like to work for, be prepared to answer this question:

“On a scale of 1 to 10, how weird are you?”

Creating a successful culture in any work environment begins at the interviewing process, and, unfortunately, this is where brands often go wrong. For many people, the most dismaying facet of modern times is the blurring of social lines. There was a day when news was separate from entertainment, your phone was separate from your television, and peoples’ personal lives were separate from their professional lives. Those days are gone.Continue reading...

gold medal

McDonald’s Serves Up Competitive Branding At 2010 Winter Olympics

Posted by Jim Thompson on January 13, 2010 05:28 PM

The 2010 Winter Olympics offers world-class athletes an intense and competitive environment to showcase their talents. Yet no other participant is preparing more intensely for the games than McDonald’s.

That’s right, McDonald’s.

The fast food juggernaut has devised a marketing strategy that is as specific and yet as varied as the many competitions being offered at the games next February. McDonald’s is embracing the Winter Olympics in every aspect, and will fill everywhere from host city Vancouver to social networking phenomenon Twitter with its messaging.Continue reading...

DoubleTree Hotels, Midwest Airlines Smell Of Success

Posted by Jim Thompson on January 12, 2010 02:30 PM

For decades, DoubleTree Hotels and Midwest Airlines have been baking cookies for their customers, and today the low-cost means of creating differentiation – particularly in down economic times – seems like branding genius.

At branchannel, we’ve always appreciated the more unconventional and avant-garde approaches to what is already a creative and inspiring industry. Sonic branding, for example, is an exciting and emerging field in the branding industry’s future. But the success at DoubleTree Hotels and Midwest Airlines hits on an equally compelling frontier in branding: smell.Continue reading...

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