Best Global Green Brands 2014

celebrity brandcasting

LeBron James Announces Cleveland Move on Social

Posted by Shirley Brady on July 11, 2014 01:15 PM

In stark contrast to the media hype surrounding "The Decision" to join the Miami Heat in 2010, LeBron James—sorry, King James—has announced that he's going back to Cleveland to rejoin the Cavaliers in a social media slam dunk.

He led with a tweet (retweeted more than 45,000 times in the first hour) stating "Just posted a photo" that links to an Instagram photo that garnered more than 425,000 "likes" in the first hour.Continue reading...

social marketing

Instagram is Ground Zero for Innovative Campaigns from IKEA, Marc Jacobs

Posted by Sheila Shayon on July 11, 2014 11:52 AM

IKEA is pushing the edges of retailing innovation once again with an Instagram account that acts like a website.

Together with Moscow-based ad agency Instinct, the Swedish retailer built the IKEA PS 2014 account on Instagram to showcase 34 items in its latest designer collection, was created by 14 young designers to target a younger, urban, mobile-first crowd “always on the move.” The account has already garnered over 19,000 followers. 

By clicking on a picture, users are redirected to an Instagram account dedicated to that piece of furniture. Tagging capabilities let users explore the main site, specific items and add photos of PS 2014 items tagged with the Instagram product name.Continue reading...

bc q&a

Vive la France: 5 Questions with Pauline Oudin, Managing Director, Sopexa USA

Posted by Jennifer Vasilache on July 11, 2014 10:24 AM

Bastille Day, on July 14, is a global opportunity to celebrate French culture. One of the organizations helping spread the gospel of France’s culinary heritage and modern-day delights is Sopexa, which represents French foods and alcoholic beverages in 43 countries.

This once government-owned and now private company understands how to market the best of French food and wine lifestyle—and how to be an ambassador for a culture and brands, working with more than 2,000 companies and 130 food and drink associations over the past 50 years.

brandchannel contributor Jennifer Vasilache spoke with Pauline Oudin, managing director of New York-based Sopexa USA, for more insights.

brandchannel: How do you localize the marketing of French food and wine to other cultures, particularly here in the US?

Pauline Oudin: Every good marketer knows you have to localize to succeed in international waters. Coca-Cola slightly alters its secret recipe to the taste buds of its markets. McDonald’s offers “Le” Big Mac in Paris with a side of beer, but keeps its menu Kosher in Israel by removing the cheeseburger. The challenge is how do you apply this need to adapt to a local market, when the promise of your product is the uniqueness of its origin.Continue reading...

brand news

Brand News: Amazon, Infiniti, Applebee's and more

Posted by Dale Buss on July 11, 2014 09:41 AM

TOP STORIES

Amazon is sued by FTC over in-app purchases by children and seeks federal approval for testing of 50-mph drones.

Reynolds American is in merger talks with Lorillard to create No. 2 tobacco company.

Johan de Nysschen leaves Infiniti; could Cadillac be his next stop?

Applebee's files trademark for "No Tech Tuesday" as it rolls out tabletop tablets nationwide. 

Volkswagen halts sales of new Golf and GTI to check safety defect.

MORE BRAND NEWS

Airbus promises 14 percent fuel-efficiency boost in new wide-body jet.

Alibaba starts to move down path toward IPO.

Crumbs Bake Shop may get financial rescue lifeline.

Dum Dums creates drumming app.

Exxon spars with state of Pennsylvania over fracking.

Fiat re-ups partnership with “Funny Or Die.”Continue reading...

brand collaborators

The Polished Home: OPI, Ace Hardware Bring the Nail Salon to the Living Room

Posted by Katie Conneally on July 10, 2014 06:17 PM

It used to be that you could spot bold nail polish colors, elaborate nail art and sparkling gel manicures on hands left and right. But after several years of unparalleled growth, the nail polish market has slowed down, with retailers like Coty (which owns OPI) noting a four percent drop in sales at the end of 2013. 

So this year, it’s no surprise that nail polish brands are turning to new, innovative partnerships to reposition nail polish as not just a beauty product, but a key part of consumers' aesthetic lifestyle, in an attempt to drive sales and attract new customers. 

OPI is leading the way through a collaboration with Clark+Kensington, a line of house paints from Ace Hardware. Together, they’ve developed three new color palettes of house paint that match some of OPI’s most illustrious colors. Each palette contains 6 shades and is designed to reflect consumers’ personalities with names like "The Artist," "The Wild Heart" and "The Romantic."Continue reading...

see you in court

Skechers' Go Walk Lawsuit Has Legs, but Brand Has Legal Issues of Its Own

Posted by Mark J. Miller on July 10, 2014 05:32 PM

Skechers USA, the fifth-largest athletic shoe company in the US, has a shoe rack full of legal issues these days, and it's not the only one doing the filing.

The company has filed a suit against Fila and its Amazen Memory Moc shoes saying that it “infringed patents related to Skechers Go Walk shoes,” Reuters reports. It’s only been about a month since Skechers filed a similar suit against Reebok's Walk Ahead RS shoes, saying the footwear also infringed on its Go Walk shoe patents.

Skechers is doing everything it can to protect its growing revenue stream, as it “has reported higher sales in recent quarters, boosted in part by an effort to expand into the performance-running market," the Wall Street Journal notes. 

“Skechers has made extensive investment in designing, developing, advertising and patenting our Skechers Go Walk product line and has built Skechers Go Walk into a name and look globally recognized and synonymous with Skechers,” said Skechers COO David Weinberg in a press release. Continue reading...

chew on this

General Mills is Banking On New Flavors, Products and Grumpy Cat to Boost Sales

Posted by Dale Buss on July 10, 2014 04:29 PM

General Mills says it’s going to try hard to revive US cereal sales, but the CPG giant isn’t going to be content with re-inventing the wheel: The company also is investing heavily in a variety of other new products, in marketing to Millennials and in expanding its distribution in convenience stores and foodservice locations.

The company, like Kellogg's, has been stymied by a steady decline in sales of their traditional staple, ready-to-eat cereal. So part of its answer is to exploit more eat-away-from-home occasions where General Mills brands and products have never been a big part of the menu. C-stores have become a main target.

“Many of our snack items leverage our US retail brands and offer different formats and flavors specifically for our convenience-store customers,” said Bethany Quam, the company’s newly named president of convenience stores and foodservice, in a recent investor presentation.Continue reading...

brand r.i.p.

"Not Dead Yet" Crumbs Bake Shop May Survive After All

Posted by Shirley Brady on July 10, 2014 04:04 PM

On Monday, the Crumbs Bake Shop chain announced it was going out of business. Now, according to CNBC, Crumbs is "close to securing financing from a prominent investor group" in a deal that would save the chain.

The investors include Fischer Enterprises, which saved Dippin' Dots from bankruptcy in 2012 and owns a stake in Crumbs, and Marcus Lemonis, chairman and CEO of Camping World and Good Sam Enterprises, the "turnaround king" who stars on CNBC's reality series, The Profit.

Lemonis has been retweeting media reports of the Crumbs closure with his own comment, either "not dead yet" or "stay tuned."

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