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brand revival

Moving Beyond the Bag: Coach Looks to Recharge as a Broader Lifestyle Brand

Posted by Mark J. Miller on January 24, 2013 02:43 PM

Not long ago, Coach was the name to have on your handbag. Plenty of celebrities were walking around with them. Gwyneth Paltrow, Eva Longoria, and Jennifer Garner all had one, as did many other American women, whether the real thing or at least a knockoff.

Things changed fast. Now Coach is feeling pressure from competitors like Michael Kors, Ralph Lauren, and Tory Burch. It announced that sales dropped in the 2012’s final quarter despite the busy holiday shopping season and an overall 10 percent growth in the handbag market, marking the first time since it went public in 2000 that “North American sales grew more slowly than the broader market for women's handbags and accessories,” according to The Wall Street Journal. And North America accounts for two-thirds of the company’s sales.

So Coach says it's branching out, attempting to turn itself into a lifestyle brand — and turn itself around in the process. It will grow its footwear line this year before focusing on women's apparel, jewelry and watches, British Vogue reports. And its stores will also get a new look, Women's Wear Daily reports.Continue reading...

brand revival

Lincoln Brand Relaunch Paying Early Dividends for Ford

Posted by Dale Buss on January 4, 2013 05:06 PM

You may have read (or red — see above) Ford's attempts so far to reposition Lincoln as a saddle without a horse. But at least one key indicator of brand equity shows that Lincoln already has been able to boost perceptions with a branding and advertising campaign even before much is available in the way of new vehicles that are planned under its revival.

Reintroducing the brand with its full-page "Hello Again" newspaper ads, a series of five TV spots, the renaming of the brand as "Lincoln Motor Company," and persuading talk show host Jimmy Fallon to rally his 7.3 million Twitter followers to crowdsource Super Bowl ad ideas has helped Lincoln quintuple its impression levels since early November, YouGov BrandIndex research indicates.Continue reading...

brand revival

CES 2013 Watch: Polaroid Unveils Fotobar Stores and Kids Tablet

Posted by Sheila Shayon on January 4, 2013 11:05 AM

Remember when Polaroid brought Lady Gaga to the Consumer Electronics Show in Las Vegas as the brand's new creative director? This upcoming CES, Polaroid will unveil branded retail stores that will enable “liberating” photos from the “confines of their digital devices.”

The grandfather of photography is opening 10 Polaroid Fotobars, experiential retail stores that promise to help consumers manage the photography deluge triggered by digital devices, so images can be printed and edited and the whole process assisted in-store by expert “Phototenders.”

“It’s painful to hear an old photography company that is attempting to revitalize itself call photo printing stores 'cool and hip,' but the premise actually sounds both cool and hip,” notes Venturebeat.

The first Fotobar will open in a 2,000 SF store in Delray Beach, Florida in February, with subsequent openings including New York, Las Vegas and Boston. The Delray Beach location includes “The Studio,” a multi-purpose room hosting photo classes, private parties and a space for portrait photos.Continue reading...

brand revival

Parents Hope Mattel Doesn't Go Off-Track With Thomas the Tank Engine

Posted by Mark J. Miller on January 2, 2013 11:11 AM

Thomas the Tank Engine has been steaming along on the fictional island of Sodor since 1945, but he is finally catching up to the times. Still, the news that Mattel is ready to revamp the little British engine that could for new markets has some parents of Thomas-obsessed kids worried.

Thomas started out as the creation of British clergyman Rev. Wilbert Audry, whose goal was to come up with a story to entertain his measles-ridden son. Today, Thomas is a global kids powerhosue brand, from toys and licensed goods that expand on his popular TV series.

The Thomas brand brings in about $1 billion in retail sales annually and was a big part of the reason Mattel shelled out $680 million last year for the engine’s former owner, HIT Entertainment, which also parted ways with such beloved kid characters as Barney, Angelina Ballerina, and Bob the Builder as part of the deal.

Finally, Mattel is ready to boost the Thomas brand.Continue reading...

brand revival

Kraft Plans to Make JELL-O Cool with a New Generation

Posted by Dale Buss on November 26, 2012 02:02 PM

Kraft Foods executives have promised to breathe new life into the stable of venerable — some would say hoary — brands that they inherited in the breakup of Kraft this year. And it looks like JELL-O is getting a lot of the early attention.

JELL-O gelatin and puddings have been fading lately, the brand's performance a far cry from when Bill Cosby flogged JELL-O in now-iconic TV commercials. Only 10 percent of Americans say they have eaten gelatin in the past two weeks, down from 15 percent in 1998, according to market researchers NPD Group as cited in Crain's Chicago BusinessNew snacks and indulgences such as Greek-style yogurt, and versatile foods that can serve as desserts such as granola and nutrition bars, have cut into JELL-O's turf, largely because it was under-marketed in recent years.

Not even the tough economy of the last few years has revived JELL-O, despite the fact that its products are inexpensive.Continue reading...

brand revival

Nissan Targets Emerging Markets By Reviving "Beatles Era" Datsun, Cheaply

Posted by Dale Buss on October 2, 2012 01:14 PM

How low can you go? If you're Carlos Ghosn, you want to build a car cheap enough that Nissan finally can compete in the very lowest-priced segment of auto sales throughout the developing world. So as promised earlier this year, Nissan — up 30 percent on Interbrand's just-released 2012 Best Global Brands report — is moving forward with a plan to delve into the ultra-low-cost car market by offering a model for about $3,000 to $5,000.

And the Nissan-Renault alliance has promised to do so through a revival of the Datsun brand. Nissan plans to offer six Datsun vehicles, beginning in 2014, at a price range lower than all but a handful of smaller car makers in China and India, Ghosn told the Wall Street Journal. A $3,000 Datsun would be about one-third of the price of the currently least expensive Nissan, the $8,000 Tsuru compact.

By not doing so previously, the CEO of Nissan and Renault said that the company has left itself out of about 40 percent of the potential market in countries including India, Indonesia and Russia. "We just see an opportunity," Ghosn explained earlier this year. "Today, in all the markets we are present, there is a level of price below which we cannot compete, we have no offering. The risk is to do nothing."Continue reading...

brand revival

Avis Scraps "We Try Harder" Slogan; Now, Dear Customer, "It's Your Space"

Posted by Dale Buss on September 3, 2012 05:15 PM

Scrapping its iconic slogan of 50 years, "We Try Harder," Avis has announced that it's switching to a new tagline: "It's Your Space."

Why? Sometimes brands may need to leave well enough alone. And arguably, Avis has been as associated with this particular bit of corporate mission-speak as seamlessly as just about any other brand has managed to fuse its identify with its tagline, such as Nike with "Just Do It" or Walmart back in the day with "Everyday Low Prices."

But new CMO Jeannine Haas, after delving into research to see how the brand is perceived, has determined that Avis Budget Group needs to position its flagship brand in a more relevant way for a business clientele that continues to evolve.

"Brand marketing to drive profitable growth is one of our strategic growth initiatives," she stated in a press release. "This campaign is our latest effort in delivering against this key objective."Continue reading...

brand revival

Toy Brands of Yesteryear Resurface With Rubik's Cube, Furby 2.0

Posted by Mark J. Miller on August 7, 2012 11:11 AM

As the world’s eyeballs continue to turn toward screens everywhere like flowers to the sun, there are some flights of fancy of yesteryear that don’t involve looking at flat grayness and are surprisingly having a resurgence.

Remember Rubik’s Cube? The simultaneously simple and complex symbol of the 1980s is seeing an uptick in sales, according to the New York Times. The latest wave of speedcubers dominated the attendance of the 2012 World Cube Association’s U.S. National Championship last weekend in Las Vegas. “Anybody blessed with the basic human senses can instantly ‘get it,’ ” said the toy’s creator, Hungarian architecture professor Erno Rubik, to the Times.

While that quality certainly helps the Cube (a brand owned by Seven Towns Ltd.) in its longevity, its appeal transcends play. “You can use Rubik’s Cube to teach engineering, you can use it to teach mathematics, and you can use it to talk about the interplay between design and engineering and mathematics and creativity,” said Paul Hoffman, president of New Jersey's Liberty Science Center, which will mark the Cube’s 40th anniversary in 2014 with an exhibition. “I’m hoping the Rubik’s Cube will excite a new generation and get them into engineering.”Continue reading...

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