Best Global Green Brands 2014

mobile brands

Tech Brands Test "Try Before You Buy" Tactic to Lure Consumers

Posted by Sheila Shayon on June 27, 2014 12:29 PM

Putting a digital spin on product trials, T-Mobile, Sprint and Samsung are now offering free "Test Drives" for various devices and services. 

As part of T-Mobile’s UnCarrier 5.0 campaign, consumers can try out an iPhone 5s for seven days in a "Test Drive" of its 4G LTE network, helping customers to avoid "buying blind." 

T-Mobile CEO, John Legere, calls the trial a “Seven Night Stand.” “You cheat on your carrier and it’s free,” he said, according to ReCode.

Legere said T-Mobile expects at least 1 million customers to take advantage of Test Drive over the next year, but the program can scale beyond that. More than 12,000 people pre-registered for the trial before the official start date on June 23.

Hot on its heels, Sprint is now offering consumers a 30-day trial period to test its revamped 4G LTE network including its Framily Plan. If a customer is dissatisfied before the trial is over, Sprint will refund the cost of a new phone and all service fees.

Sprint's competing gambit comes as rumors are still swirling that the mobile brand will try and merge with T-Mobile to combat Verizon and AT&T, which is the sole carrier of the new Amazon Fire smartphone. Legere, meanwhile, had some choice words for the competing networks, telling consumers that the "f*****s hate you."Continue reading...

digital marketing

Peeps for Days: How the Favorite Easter Treat Became a Year-Round Staple

Posted by Steven Elwell on June 27, 2014 11:22 AM

Ask a content marketer to be honest, and they’ll tell you the most terrifying part of the job is the day you stand face-to-face with The White Page. It’s that vast, empty calendar, a blank slate that needs to be filled up with tons of interesting or useful content ideas your audience will love. For. A whole. Year.

But there’s a trick you pick up pretty quickly when you’re staring at The White Page. You start to realize certain holidays inspire content that fits your brand. You throw a few of these concepts against the Page, and suddenly it’s not as empty anymore and you wonder, “Are there more holidays out there, somewhere? Please, content god?” 

Usually this approach can help you fill in a few more days each quarter, or best case scenario, an entire month. Of course, in the event that you over-reach, you may clumsily link your insurance brand to National Sloppy Joe Day, and thus fall victim to the cardinal sin of "brand irrelevance."

Almost every brand making a serious go at content marketing will tap into random holiday posting in some capacity. After all, not every day is going to give you a product launch, a serendipitous news hook, or some other inspiring angle to inject your brand. But could you take this stop-gap tactic and make it work every day, all year? And even if you were bold enough to try, could it even make business sense for your brand? 

The brave folks at Peeps are not too chicken to find out. You know Peeps: the 61-year-old brand of stoic-faced little marshmallow chicks, made right here in the USA by Just Born Quality Confections. And you probably associate them with Easter, which would be fair, since 70 percent of Peeps sales occur on that holiday.Continue reading...

brands under fire

Big Beef: Texas Ranchers Brand Chipotle Over its Agricultural Imports

Posted by Mark J. Miller on June 27, 2014 10:37 AM

Chipotle, which markets itself as selling “Food With Integrity,” has rolled itself a burrito full of bad PR recently due to it importing its grass-fed, antibiotic-free beef from Australia instead of the US, where it says the product is in low-supply.  

But the claims by the quick-serve restaurant aren't going over well with Texas ranchers. Texas Agriculture commissioner Todd Staples wrote an open letter to Chipotle founder and co-CEO Steve Ells that decries him for his “misguided and irresponsible declaration that the meat from Australia is somehow more 'responsibly raised' than meat produced by Texas ranchers," Adweek reports. "Steve Ells should get together with Texas beef industry leaders to have a real discussion about 'meating' their needs.” He goes on to encourage those who dine at Chipotle to “push Mr. Ells” to work with his organization.

As Beef Magazine puts it, “(Ells) insinuates that traditional beef is full of hormones and antibiotics, and sourcing beef that has been raised with “integrity” is incredibly difficult in the US, which couldn’t be further from the truth.”Continue reading...

elsewhere on brandchannel

1 2 3 4 5 6 7 8 9
brandcameo2014 Product Placement Awards
Apple loses its crown to a new #1
Coca-ColaIt's the Journey That Matters:
Coca-Cola Opens Up With Story-Based Web Refresh
debateJoin the Debate
Is product placement a waste of money?
Arthur Chinski and Joshua Mizrahi
Model Behavior? Brands Beware
U.S. Legal Changes Impact Use of Brand Ambassadors
paperGlobal Competitive [Ad]vantage
The latest from GeoEdge
Sheryl Connelly
Sheryl Connelly

Meet Ford's Resident Futurist
Brands and the pursuit of excellence