2014 Brandcameo Product Placement Awards

lather, rinse, rebrand

Visa Elevates Digital Payments with New 'Everywhere' Brand Identity

Posted by Alicia Ciccone on January 14, 2014 10:51 AM

In today's digital world, consumers can complete transactions in nearly any setting: in a store, restaurant, on the go, and relatively in the middle of nowhere. Thanks to technology, making and accepting payments has never been easier to access, which is the defining principle behind the launch of Visa's new brand identity. 

As it prepares to venture to Sochi next month as a major partner of the Winter Olympic Games, Visa has embraced both the past and present in introducing its new tagline, "Everywhere You Want to Be." The 55-year-old digital payments company also introduced a refreshed logo, all of which will debut in the US in Visa's Sochi ad campaign.

The company has drawn on its past tagline, "It's everywhere you want to be," and spun it forward, as "everywhere" now takes on new meaning in a mobile, digital world.Continue reading...

lather, rinse, rebrand

HSN Out to Prove 'It's Fun' with Brand Overhaul

Posted by Sheila Shayon on July 22, 2013 01:52 PM

HSN is celebrating its 28th anniversary the way any aging company would hope to—with a significant facelift. The pioneering TV commerce network is revamping everything from packaging and fonts to TV scripts and taglines in an effort to shed its dated image and attract new, younger consumers. 

The HSN rebrand campaign, created by Deutsch, shifts the emphasis from celebrities to the brand itself. "We wanted to try to make HSN the hero," Jonathan Johnson, senior VP-creative director, told AdAge. Bill Brand, CMO and business development at HSNi, parent company of HSN said, "It was really time to introduce [the brand] to like-minded women who either aren't aware of HSN or their impressions of HSN were dated."

Determined to show consumers that "It's Fun Here," HSN is aggressively embracing digital and mobile technology as 40 percent of sales and 50 percent of new customers are coming to the company via digital assets—just one part of CEO Mindy Grossman's multi-tiered plan to revamp the company's approach to sales and consumer engagement.Continue reading...

lather, rinse, rebrand

McDonald's Launches Billion Dollar McMakeover

Posted by Barry Silverstein on May 11, 2011 12:30 PM

The Big Mac Daddy of fast food is getting a different look — so different that regular customers may not recognize it anymore.

By 2015, some 14,000 McDonald's locations in the United States will get a miraculous McMakeover, turning them into modern, contemporary eateries with a homey inviting appearance.

Out with the old — the dominant yellows and reds, the garish arch, the fiberglass tables and the antiseptic interior. In with the new — more subtle signage, muted colors, just the suggestion of an arch, wooden tables, leather club chairs arranged in conversation areas — even flat-screen televisions and Wi-Fi.

If this sounds suspiciously like a Starbucksian transition, it should.Continue reading...

lather, rinse, rebrand

Playtex Looks to Lift and Separate Branding

Posted by Abe Sauer on March 25, 2011 11:00 AM

Are you a woman? Does the brand name "Playtex" mean anything to you? Anything good? If so, you also may be the new target of the £1m campaign in the UK to reposition Playtex as the underwear brand for women over 50. You might say it hopes to shape women in more ways than one.Continue reading...

lather, rinse, rebrand

ZU Vodka: Poland's Żubrówka Finally Makes It to Where the (Other) Buffalo Roam

Posted by Jennifer Sokolowski on January 24, 2011 03:15 PM

Żubrówka, an artisinal Polish vodka flavored with rare wild “bison grass,” has long been a hit across Europe. It’s finally stampeding its way to the U.S., with a shortened name and FDA-approved list of ingredients.

This is not just another flavored vodka. Herbal, sweet and greenish in color, Żubrówka has been part of Polish culture for centuries and its mystique is tied up with the area where the grass grows, the Bialowieza Forest, a primeval preserve. The last remaining herds of European bison (cousins to the American bison) live here and have a fondness for the grass that flavors Żubrówka.

The vodka itself is named after the bison (żubr in Polish), with an image of one on the label, and each bottle contains a stalk of the bison grass — the reason it was banned in the U.S. until recently.Continue reading...

lather, rinse, rebrand

Belk Rebrands with Future in Mind

Posted by Barry Silverstein on October 5, 2010 02:00 PM

Belk may not ring a bell with consumers outside the Southern part of the United States, but the company is the country's largest privately owned mainline department store chain, operated by the Belk family since 1888. Belk has 305 stores in 16 Southern states that compete with other regional retailers and, of course, with such powerhouses as Kohl's, Target, and Walmart.

Now Belk is refurbishing its 43-year old brand identity with a streamlined graphic image that will be introduced this month and rolled out over the next year.Continue reading...

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lather, rinse, rebrand

PwC Rebranding: Overcoming Initial Reluctance

Posted by Shirley Brady on September 20, 2010 05:30 PM

PricewaterhouseCoopers officially rebranded today to the name it's best known as: PwC. The corporate video above says it's more than a simple name change and visual makeover, but a freshening of the brand's value and positioning going forward.

The accounting firm, which calls itself "the most recognizable brand among the Big Four global professional services networks," says it's formally adopting the longheld "PwC" moniker "in order to strengthen, and modernize how it represents its worldwide network to its clients, its people and the communities in which it operates."

But it's not completely shedding the 22-letter moniker.Continue reading...

lather, rinse, rebrand

Corn Sugar vs. Corn Syrup: Sweet-Talking Consumers

Posted by Abe Sauer on September 14, 2010 03:45 PM


Here's a story that illustrates why many Americans abhor the practice of branding and its practitioners.

The Corn Refiners Association, the lobbying arm of US manufacturers of high-fructose corn syrup, is petitioning America's Food and Drug Administration to change the name of corn syrup to "corn sugar."

The lobbying group applied today for permission to drop the "corn syrup" moniker, arguing that "the name is confusing consumers." And when the Association says consumers are "confused" about what the product actually is, what it means is that consumers (now) "perfectly understand" what the product actually is.Continue reading...

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