brand innovation

Marriott Opens Innovation with Content Studio, Co-Creation and MIT Partnership

Posted by Sheila Shayon on October 10, 2014 11:32 AM

Marriott's testing of Oculus Rift for virtual reality-enabled brand experiences is one part of a bigger move to make its brand a platform for customer experience and innovation.

The world's biggest hotel operator, with more than 4,087 properties in 80+ countries, is exploring new avenues, socially and digitally. It's using smart tech, customer co-creation and original content to engage next-generation travelers and drive new business in a great demonstration of what Interbrand calls "The Age of You." And it's getting a helping hand from MIT's Mobile Experience lab and a critical new hire from Disney.

Under the banner of "Travel Brilliantly," the hotelier is reinventing travel (and its brand) including opening a global content studio focused on publishing, distributing and sharing digital and filmed content. 

"The purpose is to create and establish original content as a key component of the company’s global marketing strategy," stated Karin Timpone, Marriott’s global marketing officer, in a press release. “The studio will consist of three groups: a Creative agency, Entertainment and Live – all focused on developing multi-platform content to engage consumers across all screens and formats worldwide.”Continue reading...

tech innovation

IBM's Iwata: "Watson is an IBMer"

Posted by Shirley Brady on October 10, 2014 10:21 AM

IBM moved Watson into swanky new digs in Manhattan this week, just as IBM was named the world's fourth most valuable brand on Interbrand's new Best Global Brands report. Don't miss the Q&A with Jon Iwata, SVP of Marketing and Communications, explaining what the world's first cognitive computing system means to the IBM brand—and much more.

brand news

Brand News: Apple, Gucci, Fiat Chrysler and more

Posted by Dale Buss on October 10, 2014 09:04 AM

TOP STORIES

Apple sees demand for iPhone 6 delaying larger iPad as Carl Icahn pushes company on stock buybacks and Apple Watch makes cover of Vogue China.

Fiat Chrysler is being quickly rebuilt by CEO Marchionne to woo Wall Street ahead of Monday's New York Stock Exchange listing.

Symantec plans to split up.

Microsoft CEO walks back comments on equal pay, and hires Publicis exec as new US sales chief.

Beyonce posts video supporting her tie-in with Gucci's Chime for Change (below).Continue reading...

e-commerce

eBay Invites Everyone to Shop the World This Holiday Season

Posted by Sheila Shayon on October 9, 2014 08:57 PM

In a new global brand campaign debuting Oct. 13, eBay wants customers to "Shop The World" this holiday season.

It's releasing a series of spots showcasing the wealth of goods available on eBay in action scenarios like surfboards riding waves, smartphones with global scenes and iconic images like Jimi Hendrix’s guitar or Dorothy's red shoes from The Wizard of Oz, with the tagline, "It’s a great big world and it can all be yours. Here, and only here."

Running in four of its largest markets—the US, Australia, Germany and the UK—the campaign follows eBay’s recent announcement of its split with PayPal, its fastest-growing segment.

The goal of the campaign is to "drive great traffic into the eBay stores of our sellers," stated CMO Richelle Parham, who was in New York today at the New York Stock Exchange celebrating the brand's rising stature—up nine spots on Interbrand's new Best Global Brands report.Continue reading...

social media

Myspace Doubles Down on Music and Video

Posted by Mark J. Miller on October 9, 2014 05:02 PM

Less than a decade ago, Myspace (then MySpace) ruled the Internet as a social hub for music and selfie-loving kids, but the mighty has fallen a long way down.

The company bought by Justin Timberlake and Specific Media LLC back in 2011 for $35 million and then relaunched a year later has just announced both platform enhancements as well as new partnerships to help engage and grow its one million users.Continue reading...

retail watch

Amazon is Opening a Brick-and-Mortar Store in New York City

Posted by Shirley Brady on October 9, 2014 03:37 PM

AmazonFresh grocery delivery trucks have been spotted around Manhattan, even though the service is officially only available in Seattle, Los Angeles and San Francisco areas. Now Amazon is preparing to open its first brick-and-mortar store in the Big Apple, and just in time for the holidays.

According to the Wall Street Journal, its New York store—which may serve as part showroom for Amazon's family of digital devices, from Kindle e-readers and Fire smartphone to the Fire TV set-top box—will open at 7 West 34th Street.

A top-riser on Interbrand's just-released 2014 Best Global Brands report at #15, the move would mark a landmark foray into physical retailing for the global e-commerce giant, which is often cited for encouraging "showrooming" that takes business away from brick-and-mortar retailers.

It's opening its own showroom and storefront in a retail site (take a peek below) that's located across the street from the Empire State Building, a tourist-filled area, while the building's loading docks will enable easy access for delivery trucks.Continue reading...

auto motive

GM CEO Barra Wears Mantle of Leadership In More Places, More Ways

Posted by Dale Buss on October 9, 2014 03:01 PM

The world—business people, consumers, other important constituencies, even many of her own employees—finally is getting to know Mary Barra. Having gotten over the hump of the safety recall disaster, the CEO of General Motors is revealing more about her strategy, her expectations, her style and her passions.

In one interview and appearance after another, a Barra is emerging who seems decisive, visionary, and confident in her company and the GM brand, yet also human and not afraid to acknowledge her gender now and then. Such as being a star attraction at the Fortune magazine Most Powerful Women Summit this week.

At that function, her message emphasized the role of CEO in changing a company, a role in which she's gained immediate experience because of how she's had to take apart much of GM in the wake of the safety fiasco, both to vet the extent of the problem and to make sure it can never happen again.Continue reading...

brands under fire

Lego Breaks Shell Partnership, Pushed by Greenpeace Video Campaign

Posted by Sheila Shayon on October 9, 2014 02:11 PM

Greenpeace has scored another major victory in its savvy social- and content-driven lobbying of brands.

Lego announced today it will not renew its marketing contract with Shell, ending a partnership that dates back to the 1960s.

The environmental activist group targeted the world’s largest toymaker with a petition and a brilliantly-executed campaign: a YouTube video of a pristine Arctic environment, constructed from 265 pounds of Lego bricks and characters, becoming slowly submerged in oil.

Titled "Everything is NOT Awesome" in reference to The Lego Movie's "Everything is Awesome" anthem, the video (which linked to a petition) has garnered nearly 6 million views to date.Continue reading...

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