2014 Brandcameo Product Placement Awards

brand extensions

Connected Couture: AT&T Eyes Wearable, Digital Clothing

Posted by Sheila Shayon on November 9, 2011 01:03 PM

AT&T is going into digital duds as its "Emerging Devices Unit" prepares to manufacture "clothes that track the wearer’s heart rate, body temperature and other vital signs and upload the results to a web portal."

Sensor-based, a.k.a. bio-clothing that monitors overall health, tracking daily activity and sending data to the cloud is one latest focus for Glenn Lurie, President of AT&T’s Emerging Devices Unit. "People want this kind of feedback about their health. Automatically pushing information to a vertically integrated site makes things easier,” he said

The enabled clothing "could resemble the E39 shirts Zephyr designed with Under Armour for athletes participating in the NFL Scouting Combine earlier this year,” with AT&T providing the connectivity for the push to smartphones and the web.Continue reading...

brand extensions

Jamba Juice Expands Brand With Google, Bare Fruit Deals

Posted by Mark J. Miller on October 20, 2011 03:31 PM

You like fruit juice? You like chips? You are in luck. Jamba Inc. and Bare Fruit LLC, which sources its apples from the Pacific Northwest, are joining forces for a new line of Jamba-branded dried-fruit chips, according to the Associated Press. The licensing deal will result in "all natural" chip flavors that will include mango, Fuji apple, and Granny Smith apple, which should be in stores by the new year. The company, which has 746 Jamba Juice stores in the U.S. and six outside, “has been trying to grow by licensing its brand for consumer products,” AP notes.

"Our focus continues to be on developing differentiated Jamba-branded products that make it convenient and easy for health-conscious consumers to lead healthier and more active lives,” stated Julie Washington, senior vice president and general manager, Consumer Products, Jamba Juice Company. “This latest offering, created with Bare Fruit, leverages our collective expertise in fruit to create a line of wholesome snacks that are lower in calories, higher in fiber and naturally sweet.”

Jamba Juice was also just named as one of the latest round of retail partners for the Google Wallet "tap and pay" platform.Continue reading...

brand extensions

One, Two, Three, Merch: Kids, You're In the Army Now

Posted by Abe Sauer on October 4, 2011 03:01 PM

The behind-the-scenes world of trademarking the US military was thrust into the public sphere earlier this year when it was revealed that Disney had filed to trademark "Seal Team Six" just hours after it was announced the elite group had killed Osama Bin Laden. Soon after the fiasco, we found various armed forces extensions moving quickly to trademark their respective intellectual property.

One US armed forces unit that has long understood the value of its brand is the Army. While most Americans are probably familiar with the Army's branding with regard to recruitment and retention efforts, from "Be All You Can Be" to "Army Strong," they are probably less familiar with brand extensions like the Army's new line of toys.Continue reading...

brand extensions

Google Launches First Branded Store in London

Posted by Mark J. Miller on October 3, 2011 04:55 PM

When Google realized that most folks like to actually check out a laptop computer in person before laying down their hard-earned cash for it, the California-based company started thinking about opening its own retail outlets.

Well, the wait is over and the company has opened its first store (called, appropriately the Chrome Zone), but it is quite a few miles from the store’s Bay Area headquarters. It is, instead, a “store within a store” in central London — a pop-up boutique, if you will — according to the London Evening Standard.

The 285 sq. ft. pop-up store within the Currys and PC World superstore on Tottenham Court Road  “only sells Google’s (Samsung) Chromebook laptop and a few accessories such as headphones” and “will run for three months up to Christmas,” the Standard notes.

A second Chrome Zone location will open this week (Oct. 6th) at a PC World superstore in Essex. “We’ve put a lot of effort into making it feel welcoming, homely and, dare I say it, Googley,” said a company spokesperson in a statement. "It is our first foray into physical retail,” said Arvind Desikan, head of consumer marketing at Google UK. “This is a new channel for us and it's still very, very early days. It's something Google is going to play with and see where it leads."

The San Francisco Chronicle compares these retail efforts to those being put forth by Microsoft, which currently has about a dozen stores and plans to have about 75 across the globe by 2014.

[Image via]

brand extensions

NASCAR's Latest Brand Extension: Car Washes

Posted by Mark J. Miller on September 26, 2011 04:00 PM

When you’re driving at about 188 miles per hour, you probably aren’t thinking about how clean or dirty your vehicle is. You’re likely a little more focused on other things, like not dying.

Still, the folks at NASCAR are banking on the everyday folks who might only get up to 70 or 80 mph out on the highway at least considering the idea every once in a while.

Last week, in the lead-up to a Sprint Cup race hosted at the Chicagoland Speedway on Sept. 18, NASCAR-branded car washes opened in a few area towns, according to the Chicago Tribune. Two more will join them in the area next year.Continue reading...

brand extensions

Condé Nast is College-Bound

Posted by Sheila Shayon on September 19, 2011 01:02 PM

In tandem with London Fashion Week, and taking a bold leap from publishing empire to professorial pundits, Condé Nast has announced a College of Fashion & Design, set to open in London in September 2012.

Targeting an enrollment of 300 students, the curriculum will include a one-year British Vogue fashion foundation course, postgraduate courses in Interior Design, Luxury Brand Marketing and Print and Digital Journalism, and intensive 10-week fashion courses. House & Garden is introducing decoration courses, and there will be other MA-level options. 

"Condé Nast is perfectly placed to enter the world of education. We look forward to becoming the go-to academy for students from Britain and further afield," Condé Nast's UK managing director, Nicholas Coleridge commented. "The reputation and authority of our brands puts us in a strong position to teach and inspire the fashion and decorating talent of the future."Continue reading...

brand extensions

Hooters Hotel Goes Bust in Vegas

Posted by Mark J. Miller on August 2, 2011 01:00 PM

Who says sex sells? The Hooters Casino Hotel in Las Vegas has filed for bankruptcy.

The former Howard Johnson Hotel site, which rebranded as Hooters and opened during Super Bowl weekend in 2006, filed for bankruptcy protection on Monday, according to the Las Vegas Review Journal.Continue reading...

brand extensions

Levi's Summer Exchange Program: Bring dENiZEN Global Brand to US; US Campaign to World

Posted by Sheila Shayon on July 12, 2011 01:30 PM

In a reverse marketing strategy, Levis Strauss this week brings its successful Asian denim brand, dENiZEN, to North America, just as it exports its US marketing campaign internationally.

The dENiZEN jeans are now exclusively available at Target, with an all-American marketing push and special offer: like the brand's dENiZEN US Facebook page and become eligible to win a reward ranging from a $3 rebate on the purchase of a pair of the jeans, a free Target gift card, or a free pair of dENiZEN jeans.Continue reading...

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