2014 Brandcameo Product Placement Awards

brand aspiration

P&G Ramps Up Global Attack

Posted by Barry Silverstein on August 19, 2010 01:15 PM

Consumer brand powerhouse Procter & Gamble is out to conquer the world.

The company is ramping up an aggressive international expansion strategy, a necessity if it hopes to continue to grow. Traditionally focused on U.S. and Europe, P&G is now setting its sites on the rest of the world as sales sag in its stronghold territories.

One of the main reasons for the soft market has been the changing spending habits of consumers, who've become more frugal and cost-conscious during the recession. According to the Wall Street Journal, nearly two-thirds of U.S. consumers replaced at least one food, beverage, or household product with a cheaper substitute.Continue reading...

brand aspiration

Want to Live at Disney World?

Posted by Shirley Brady on June 23, 2010 09:30 AM

Disney is getting into the luxury residential business. Billed as "a world of access and privilege," its planned Golden Oak resort development at Disney World in Orlando has started selling lots designed to serve as family getaway homes, priced between $1.5 million and $8 million.

The reason, in a still-soft economy? "The affluent market is an area where we haven't offered a lot of product," says Matt Kelly, VP of Disney resort real-estate development, to the Wall Street Journal.

The gated community of 150 lots will offer homes designed by Disney's Imagineering team, although buyers must pay for architects and builders to execute the plans, and adhere to Disney's strict guidelines.Continue reading...

brand aspiration

Blockbuster CEO: The Flick Stays in the Picture

Posted by Barry Silverstein on April 15, 2010 11:03 AM

As Brandchannel has been reporting, vultures are circling the Blockbuster brand as it teeters on the brink of bankruptcy. The DVD rental chain is bleeding red ink, losing a whopping $558 million last year and in the midst of closing some 1,000 retail stores.

But Blockbuster CEO Jim Keyes refuses to raise the white flag. In a wide-ranging interview with The Los Angeles Times, Keyes maintains that Blockbuster is still relevant in the marketplace. He says "the role of the [Blockbuster] store is changing from the most convenient place to get DVDs to a retail entertainment destination. Here's an analogy: If I want to buy an obscure book title, I'll go to Amazon.com. But if I want to browse and see what's new, I will go to Barnes & Noble."Continue reading...

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brand aspiration

Emotion, Relevancy Distinguish Visa Olympic Ads

Posted by Barry Silverstein on February 22, 2010 10:05 AM

When a brand's ad campaign is firing on all cylinders, it has a strong emotional connection with the audience and a high degree of relevancy. More often than not, however, ad campaigns are noted for their subjective attempt at humor, or they aim to shock the consumer in an effort to grab attention.

That is why it is refreshing to see what Visa is doing with its latest campaign built around the Winter Olympics. Visa is choosing Olympic moments, both old and new, to dramatize the ways in which athletes overcome life's greatest challenges and achieve their dreams. Using a monochromatic blue background and Morgan Freeman's voice-over, each ad celebrates an Olympic moment.Continue reading...

brand aspiration

Axe, Tag, Swagger Body Spray Brands Find Market With Tweens

Posted by Barry Silverstein on February 2, 2010 10:10 AM

Body spray and body wash brands like Axe, Tag, Swagger, and Magnetic Attraction are hot commodities for young males. The problem is the males are much younger than the brands' target audience – sometimes as young as 10 years old.

"We're clear that the Axe target is 18- to 24-year-old guys, but we recognize that we have older and younger users," says Mike Dwyer, brand development director for Axe. Apparently, boys are becoming more aware of their appearance and body images at a younger age. As girls reach puberty earlier, there's even more of an incentive to smell good to their female peers.

Kit Yarrow, author of the new book Gen Buy, says it's all part of a generational shift. "The 10-year-olds are copying the 14-year-olds, trying to be cool. Everything is moving down the spectrum."Continue reading...

brand aspiration

Polaroid's Comeback: Style Over Substance?

Posted by Abe Sauer on January 13, 2010 04:01 PM

After emerging from bankruptcy for the second time, Polaroid is taking bold steps to recreate its once iconic brand.

Speaking at the recent Consumer Electronics Show, Scott Hardy, president of PLR IP Holdings LLC, told BusinessWeek, "The biggest asset Polaroid has developed out of the last 70 years is the brand name itself."Continue reading...

brand aspiration

Neiman Marcus Offers Lower-Priced Luxury To Aspirational Shoppers

Posted by Anthony Zumpano on December 10, 2009 01:01 PM

Is that $1,400 snakeskin Michael Kors bag out of your price range? Fear not, because now you can buy the leather version for a mere $695 at Neiman Marcus -- yes, that retail oasis for the wealthy.

Neiman Marcus will continue to sell its violet Halston gown (size 6 only) for $5,500, but the brand is making adjustments as the Neiman Marcus Group struggles through a year that’s pummeling the luxury market. Neiman Marcus is some $3 billion in debt and experiencing double-digit losses at its stores, including Bergdorf Goodman. Longtime CEO Burton Tansky says as a result the brand is “pressing suppliers to produce lower-priced versions of designer styles.”

It might seem presumptuous to ask favored footwear brand Manolo Blahnik for a 43-percent-off version of one of its styles of flats, but that’s exactly what Tansky did. And Manolo, rather than go elsewhere (Neiman Marcus is the brand’s biggest client), is now looking to introduce more cost-cutting styles in the future.Continue reading...

brand aspiration

Can New Online Service Become Sony's iTunes?

Posted by Abe Sauer on November 20, 2009 11:31 AM

Another day, another announcement about how Sony will "reinvent" itself as a lifestyle brand to build brand loyalty. Today? Online services. 

Of Sony's plans to revitalize its brand by offering downloadable games, movies and other entertainment to Bravia TVs, Cyber-shot cameras and e-Readers, Executive VP Kazuo Hirai said, "That's the kind of combination that I think is not seen anywhere else. That I think is where our core competence lies, and that's a differentiator for Sony."

Immediately on hearing this statement, everyone giggled and was heard to say, "So adorable." Continue reading...

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