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brand revival

Myspace Relaunches with the Help of a $20 Million Ad Campaign

Posted by Sheila Shayon on June 13, 2013 12:56 PM

Remember Myspace? Well, it’s back with a $20 million ad campaign to help relaunch the once-defunct social network.

The brand, which has re-emerged thanks to some financial and emotional backing from Justin Timberlake and the Vanderhook brothers, hopes to lure up-and-coming and established musicians, producers and creatives with its new, completely redesigned platform. 

"We really wanted to really represent the people that make this brand," Christian Parkes, head of marketing at Myspace told AdWeek. "Because it's not us in this room—we're the guys behind the scenes. But it's really about the community. The tone and spirit ... it's irreverent, slightly anarchistic, that's the tone and the attitude and the feeling."Continue reading...

brand revival

Reebok India Hopes to Rebound from Fraud with New Premium Fit Hub Stores

Posted by Mark J. Miller on June 11, 2013 03:38 PM

The Reebok brand got a black eye in India last year when an accounting scandal there resulted in parent company Adidas firing Reebok India managing director Subhinder Singh Prem and COO Vishun Bhagat as well as shutting down hundreds of its stores.

Now the brand is trying to make a comeback in the world’s second-most-populated country. Adidas is “repositioning Reebok as a premium fitness brand in India as part of a major revival drive," according to the Economic Times. The brand plans to open 100 "premium stores" called Reebok Fit Hubs by March 2014 that will feature high-end merchandise and offer fitness consultations by certified staff members. There are currently 50 Reebok Fit Hubs in different locations around the world.Continue reading...

brand revival

Union Workers Left Out of Hostess Cakes Revival

Posted by Mark J. Miller on April 25, 2013 04:28 PM

Twinkies may be back on store shelves by July, but it’ll be a whole new set of bakers that are pulling them out of the ovens. Their one uniting characteristic? They won’t be union members.

When Hostess Brands, the former owner of Twinkies, had to shut down because it couldn’t come to an agreement with the Bakery, Confectionery, Tobacco Workers & Grain Millers International Union, processed baked-good lovers became fearful that they’d never see their beloved cakes again and immediately went to their local grocery stores to clear out the shelves of any products that remained. 

Since then, of course, Hostess has been sold for $410 million to investment bankers Apollo Global Management and Pabst owner Metropoulos & Co., who plan to put another $60 million in capital investments into fixing up and reopening four of the 11 plants Hostess used, according to the Wall Street Journal. It may open a fifth as well, but the bankers are aiming to make the whole shebang run a lot more efficiently. The reopened plants should run at 90 to 95 percent capacity while some of the ones that will remain closed ran at less than 50 percent capacity, the Journal notes.Continue reading...

brand revival

Volvo Embraces its Unpretentious Customers in Plan to Regain Ground in US Luxury Market

Posted by Dale Buss on April 15, 2013 07:14 PM

Volvo owners always knew they were different from other consumers. Now, the brand is launching a new, integrated advertising campaign in the US that explicitly appeals to the non-materialistic, minimalist ethos which differentiates Volvo aficionados from buyers of other luxury and near-luxury brands.

In the process, Volvo brand stewards hope to finally begin turning around the sales of a franchise whose US results peaked a decade ago, when the company was owned by Ford, and have kept on sliding over the last few years as Ford lost interest and then, in 2010, sold Volvo to Geely, a large Chinese automaker, for $1.5 billion.

Volvo owners' "interpretation of luxury is different but very real," Tassos Panas, vice president of marketing and product planning for Volvo of North America, told brandchannel. "They're more into life's experiences, and more into a Scandinavian simple design [of vehicles] versus a lot of clutter. They are very much luxury customers and love luxury products, but they don't feel a need to impress others."Continue reading...

brand revival

Blockbuster U.K. Gets Second Chance

Posted by Sheila Shayon on March 25, 2013 12:41 PM

Blockbuster U.K. is rising from the ashes after plunging into administration—a form of bankruptcy in Britain—in January when accountancy firm Deloitte assumed day-to-day operations while looking for a buyer.

"We are working closely with suppliers and employees to ensure the business has the best possible platform to secure a sale, preserve jobs and generate as much value as possible for all creditors," said Lee Manning, joint administrator and partner in Deloitte’s restructuring services at the time. 

The pioneering DVD and video rental company that entered the U.K. market in 1989 is struggling to survive in a burgeoning and highly competitive world where digital real estate trumps physical and streaming is de rigueur. Since January, a number of the brand's 528 stores have been bought up by Morrison's supermarket, and now, Gordon Brothers, a private equity group, has stepped in to buy 264 stores for an unspecified amount, subsequently saving nearly 2,000 jobs.Continue reading...

brand revival

Reader’s Digest Rises from Bankruptcy… Again

Posted by Sheila Shayon on March 13, 2013 03:07 PM

Reader’s Digest’s two trips to bankruptcy court in under four years seem to be paying off.

The magazine’s parent, RDA Holding, filed for Chapter 11 last month, (the first round was in 2009) hoping to convert nearly $465 million of debt into equity held by creditors as the 91-year-old publisher struggles to survive.

"After considering a wide range of alternatives, we believe this course of action will most effectively enable us to maintain our momentum in transforming the business and allow us to capitalize on the growing strength and presence of our outstanding brands and products," said CEO Robert E. Guth.Continue reading...

brand revival

Peeps Enters Easter Market With New Craft-Centered Campaign

Posted by Alicia Ciccone on March 11, 2013 06:03 PM

Whether you like them soft and gooey fresh out of the box or chewy and a few days old, Peeps are an Easter-time essential. But what the 60-year-old brand discovered was that the sugary treat wasn't just being eaten, but was also a staple in holiday arts and crafts. 

In fact, 30 percent of the marshmallow treats are bought solely for crafting, according to AdWeek. The brand, owned by Just Born Inc., who are also the makers of Mike and Ike's, Hot Tamales and Peanut Chews, decided to capitalize on their sales data and focus this Easter season's campaign on the many possibilities of Peeps.Continue reading...

brand revival

Polaroid Looks to Retail Stores to Revive Brand in a Digital World

Posted by Mark J. Miller on March 4, 2013 05:36 PM

The Polaroid brand name has long been married to a seemingly ancient past that had cameras that actually printed physical manifestations of each image soon after they were taken. These days, photographers of all stripes, whether casually clicking on their phones or pulling out their high-end single-lens reflexes, have gone all-digital.

Now Polaroid—which hasn’t produced its iconic cameras or film since 2008 after going bankrupt and being sold off in 2001—is rebranding itself for the digital age and opening up branded stores that aid consumers in printing out their favorite digital works. Its first branded store, Polaroid Fotobar, has now opened in Delray Beach, Fla., just north of Boca Raton. The stores, announced at CES in January, aim to help folks “liberate” images from the “confines of their digital devices.”

Photography as a hobby has gained a lot of interest now that it has gotten much easier for people to tote around cameras and capture images in all sorts of locations, however it remains unclear how many consumers want to print out those images rather than just keep them all in purely digitized forms.Continue reading...

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