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car talk

Tata Motors Looks to Rebrand "World's Cheapest" Nano with Smart Upgrades

Posted by Dale Buss on August 21, 2014 03:24 PM

Tata Motors is trying to leave the failure of the Nano behind, once and for all, by rebranding the "world's cheapest car" and relaunching it as an upgraded and repositioned "smart city car" instead.

But even adding power steering, improved amenities and better mileage may not be enough to save Nano from another title: "biggest automotive flop of the century." Nano, of course, was introduced in 2009 and touted for its $2,000 price tag—and little else. It was aimed at rank-and-file consumers in one of the world's biggest developing markets, India. 

Unfortunately for Tata, it turned out that striving Indians didn't want to be associated with a car whose main attribute was that it was so inexpensive that anyone could afford to buy a Nano. Sales have cratered from a peak of about 10,000 a month in early 2012. But Tata hopes that's all about to change.Continue reading...

brand partners

Paint the Town (Boston) Red: Benjamin Moore Debuts Fenway Collection

Posted by Mark J. Miller on August 21, 2014 12:53 PM

For ultra-passionate Boston Red Sox fans, certain colors can evoke a whole lot of emotion and memories. From the sharp red of the team's "B" logo to the soft green of the famous Green Monster in left field, color is an integral part of the BoSox brand. 

No one understands that more than paint manufacturer Benjamin Moore, which has been supplying paint to Fenway Park for the last 12 years. Looking to take their relationship to the next level, Benjamin Moore has debuted a limited-edition collection of Red Sox-inspired paint, including “Boston Red,” “Baseline White,” “Foul Pole Yellow,” and, of course, “Green Monster,” according to the Boston Globe.Continue reading...

social media watch

Brands and Facebook Fans: BET Ruling Says "Likes" Aren't Property

Posted by Sheila Shayon on August 21, 2014 11:40 AM

What do brands owe fans who build social communities for them? It’s complicated, but a precedent-setting social media ruling by a Florida federal judge just determined that Stacy Mattocks, who created a Facebook page for the television series, "The Game," cannot establish property ownership in the 6.2 million likes she has amassed.

Mattocks created the fan page in 2008 for the CW series about professional football players and their significant others, which was cancelled in 2009. She began a campaign on Facebook and Twitter to revive the series, which was eventually picked up by BET, whose debut episode delivered the network's second-highest ratings in its 30-year history. Mattock alleges the series' success was due in part to her Facebook page creating buzz. With that, BET offered Mattocks two different positions, including an $85,000-a-year salary in exchange for rights to her fan page—which she rejected. Facebook temporarily disabled her account so BET could start its own

This past June, Mattocks brought suit against BET “for allegedly committing tortious interference, breach of contract, breach of good faith and fair dealing, and copyright infringement," according to the Hollywood Reporter. The lawsuit said BET offered to buy the page outright for $15,000; Mattocks wanted $1.2 million. Fernando Torres, chief economist at IPmetrics, who was retained by Mattocks, determined the value of the page's 6 million "likes" at $1.39 per fan for a total of $8.7 million. Alternately, Aram Sinnreich, assistant professor at Rutgers University, retained by BET, said Facebook likes are not assets and their market value is minimal. "In fact, to my knowledge, a Facebook fan site has never been bought or sold at market," he said.Continue reading...

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