brand news

Brand News: Beckham's Whisky Ad, Jimmy Choo's Flat Debut and more

Posted by Dale Buss on October 17, 2014 09:12 AM


Diageo's Haig Club single-grain whisky debuts Guy Ritchie-directed spot starring brand co-owner David Beckham.

Apple iPad reveal fails to wow as 3D-like logo rumored.

Google sees ad prices continue decline.

Jimmy Choo makes lackluster debut in first day of public trading.

Twitter lets users stream music and audio via SoundCloud integration.Continue reading...

bc q&a

Seeing the Impossible: 5 Questions with Canon USA's Michael Duffett

Posted by Rami Levi on October 16, 2014 05:46 PM

Canon USA last week launched "See Impossible," a new tagline and logo as part of a multi-year branding campaign.

Much in line with the industry shift towards "age of you" and human storytelling, the accompanying ads focus on the people, rather than the camera.

As Adweek noted, "Canon's campaign centers around a new microsite, which houses a series of digital videos that highlight how customers use a range of products. One 45-second clip shows how an author used the technology to self-publish her book. Going forward, Canon will expand the site's content to include submissions from consumers and clients."

"We're going to use it as a messaging vehicle, but we're also going to use it internally to organize and marshal our resources in a way that's much more customer-centric than just strictly approaching everything from a product viewpoint that we've done over the years," said Michael Duffett, VP and general manager of marketing at Canon USA.

brandchannel spoke with Duffett to get more of the strategy behind the new branding, positioning and campaign for the world's 37th most valuable brand. Continue reading...

tech in the spotlight

Apple Reveals World's Thinnest Tablet, Confirms Apple Pay Launch on Monday

Posted by Sheila Shayon on October 16, 2014 05:06 PM

Wall Street may have shrugged, but will consumers stampede to the stores yet again following Apple's latest product reveal?

That was the big question following today’s Apple press event, which offered few surprises as details of slimmer tablets and fuller-sized versions were accidentally published along with a new user guide yesterday. 

Just in time for the holidays, here’s a recap of today’s announcements by the world's most valuable brand: Continue reading...

brand partners

Heineken Picks Artisanal American Brands for #Heineken100 Products

Posted by Dale Buss on October 16, 2014 04:02 PM

Heineken continues to press its advantages as a premier premium beer brand (#95 on Interbrand's new Best Global Brands report) in a world where volume brews continue to fade.

New Heineken US initiatives range from an extension of its #Heineken100 partnerships with American luxury goods designers, to a new long-term deal with US Major League Soccer and greater use of contextualized "native" advertising on mobile.

The #Heineken100 initiative is the most upper-crust by far. The brewer recruited Chris Gibbs, onwer of pioneering retail outpost Union Los Angeles, to identify and work with other tastemakers, defined artisans and creators who "not only embody Heineken's aspirational and metropolitan essence, but are on the cusp of becoming innovators in their industries," said Belen Pamukoff, Heineken's brand director of marketing, in a press release.

For the fifth year of #Heineken100, the three new brand partners are Parabellum, a premium bison leather goods brand; high-end eyewear label GLCO (Garrett Leight California Optical); and RTH, a Los Angeles-based purveyor of re-engineered American surplus apparel, handcrafted housewares, leather portage and Native American jewelry.Continue reading...

media brands

The New Cosmo Makes Women's Brains an Erogenous Zone

Posted by Sheila Shayon on October 16, 2014 03:13 PM

Cosmopolitan has come a long way since Helen Gurley Brown urged young women to stop being mouseburgers, put on high heels and roar. The magazine and its digital properties are no longer just fun tips on style and sex, shorthand for how to please your man and look fabulous doing it.

Today’s Cosmo also has stories on reproductive healthcare and equal pay, and in May, won a national magazine award for an in-depth (12-page) story on contraception. 

The changes came with Joanna Coles assuming editor-in-chief duties in 2012 and turning the wheel towards politics and the modern business woman. 

"I have no problem understanding that women are interested in mascara and the Middle East," the outspoken British magazine veteran (and occasional Project Runway judge) said in an NPR interview this week.Continue reading...

brand roadmaps

Lafley Updates Progress on Brand Rationalization to P&G Shareholders

Posted by Dale Buss on October 16, 2014 01:18 PM

At Procter & Gamble's annual shareholder meeting this week in Cincinnati, CEO A.J. Lafley touted the progress he has made during his second tenure as chief, noting that the company "met our basic business and financial objectives for fiscal 2014," including 3 percent growth in "organic" sales, in line with the market, and 5-percent growth in "core" earnings per share.

But there remained a lot to keep Lafley on the defensive, from the progress of his crucial strategic plan to spin off or shutter low-performing P&G brands, to stock-market gyrations, to overall feelings of economic unease in America and abroad that were illustrated—once again—by the September report of falling US retail sales.

"There is no doubt that we are in a stretch of volatile and uncertain political and economic times ... [and] a period of economic slowdown around the world," Lafley acknowledged in answering shareholders' questions, but "we're doing our best to manage through it and to continue to deliver the brands and products consumers want and need around the world."Continue reading...

tech innovation

With i.amPULS Smart Band, Joins Wearable Tech Craze, Fashionably

Posted by Sheila Shayon on October 16, 2014 12:02 PM

Black Eye Peas front man and serial entrepreneur is developing his own car, advising Intel and Lexus on creative innovation, and partnered on an eco-friendly line for Coca-Cola. Now he's joining the wearables craze.

At the Dreamforce 2014 sales conference in San Francisco last night, he unveiled his branded take on a smartband: i.amPULS or Puls, which he describes as a smart "cuff" or bracelet (not a watch) which doesn't require a smartphone as it uses a SIM card. It also sends "vibes" or pulses to communicate feelings between wearers.

"i.amPULS represents digital freedom, individuality, intelligence and the intersection where fashion and technical innovation meet," he stated. "I'm honored to share my vision for the PULS with this global audience."

Check out his "Think Different" like promo for Puls and find out more details below:Continue reading...

political brands

Political Branding 101: Millennials Crave Inspiration, Not Emoji Messaging

Posted by Sheila Shayon on October 16, 2014 11:01 AM

It's not just brand marketers who are trying to better understand and reach Millennials. Politicans, naturally, are trying to figure them out, too. While First Lady Michelle Obama is killing it on Vine and Twitter, President Obama is finding it harder to connect with kids his daughters' ages and slightly older. 

Case in point: last week the White House released a report, "15 Economic Facts About Millennials," while the President traveled to Los Angeles to speak at a shared workspace for start-ups and VC. He called millennials “the best-educated, the most diverse, the most digitally fluent generation of adults in American history.” Yet his report was scattered with emojis as a winking way to connect kids into the subject of the infographic-style report, which struck some as pandering to millennials. The report was re-released, without emojis, following complaints.

Long gone are the days when political parties could count on kids to, MTV-style, Rock the Vote. Even though today's Millennials are the largest generation in US history and the more likely to vote Democratic, their enthusiasm and support for the President and his party have waned. A recent poll conducted by Harvard’s Institute of Politics found that less than one-quarter of 18-29 year-olds committed to vote in November. 

If politicians want to engage Millennials, don't give them emojis—give them substance, authenticity and a voice.Continue reading...

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