celebrity brandmatch

Beats by Dre Buffs Up LeBron's Legend with Short Film

Posted by Mark J. Miller on October 20, 2014 01:27 PM

Basketball fans in Cleveland were so irate four years ago when LeBron James decided to leave the Cavaliers and join the Miami Heat that some took to the streets and burnt his jersey. But now, after winning two NBA titles, he’s back and they are ready to give him anything he may need.

No matter how great James was in his first run with the Cavs, he had a hard time attracting quality players to join a team that had a long history of losing. Now the Cavs are the city’s best hope to break a 50-year title drought. The NFL’s Browns took the top spot in the NFL in ’64.

But LeBron is back, baby, and one brand that is jumping onboard is Beats by Dre. In a new video campaign from the Apple-owned brand, James goes back to his hometown of Akron, Ohio, where he sees plenty of “Welcome Back” signs. Fans, meanwhile, get to see the shirtless James working out, sweating hard, and listening to tunes on his Beats. "Don't ever forget where you came from," James says.Continue reading...

bc q&a

Stirring the Cup: 5 Questions with Chobani CMO Peter McGuinness

Posted by Rami Levi on October 20, 2014 12:37 PM

Chobani has been on a tear lately, launching the #StopSadBreakfast campaign in the US and partnering with Lyft among other ways to differentiate the brand in the crowded Greek yogurt space.

Looking to save sad breakfast sufferers from manufactured muffins, soggy cereal, bland oatmeal and burnt toast, Chobani invited commuters in New York's Grand Central station to stop by for some free Chobani Oats, a new whole grain steel-cut oats and ripe fruit product which is unique to the category. Chobani also served cups of its yogurt-oats blend to breakfast sufferers on-the-go near Manhattan's Bryant Park.

The supporting content and social marketing pokes fun at sub-standard breakfasts while "faux PSAs" running on The Onion and other sites reinforce the theme.

The brand also partnered with the Lyft car service by creating a "Chobani Mode" on its app that enabled special hand-deliveries of cases of Chobani's limited-edition Pumpkin Spice yogurt, its fastest-selling flavor ever.

With more innovation on the horizon, Peter McGuinness, chief marketing and brand officer for Chobani, spoke with brandchannel's unabashed brand fan Rami Levi (high-fiving his Lyft delivery above) about how he plans to sustain the buzz.Continue reading...

mobile commerce

Apple Pay Launches Without Starbucks and Walmart

Posted by Sheila Shayon on October 20, 2014 11:17 AM

As CEO Tim Cook said last week, "We believe Apple Pay is going to be huge” and will "transform mobile payments.”  And the big day is here.

Apple Pay debuted Monday to more than 10 million iPhone 6 and 6 Plus owners. Apple has lined up over 220,000 retailers including Staples, RadioShackMcDonald's, Macy's, Chevron gas stations, Walgreens and Panera Bread that will accept payment, and Visa, MasterCard and American Express plus more than 500 banks including Bank of America and Citi are on board. 

While Google's Wallet met with resistance and was blocked by wireless carriers, Apple took some of the best features of Google’s model and simplified it by seamlessly integrating hardware and software.Continue reading...

going mobile

Foursquare Goes Out of Home in First Branding Campaign

Posted by Sheila Shayon on October 20, 2014 11:14 AM

Five months after announcing its Swarm app and splitting its business, geo-location Foursquare is launching its first brand campaing. It's taking a foodie approach in wooing New Yorkers and Chicagoans, who will see ads for the next six weeks in subways and on the streets as a multimillion-dollar effort to take on rivals Yelp and Urbanspoon.

"The ads really go after the idea that we all have different tastes and different friends," commented Jeff Glueck, COO Foursquare, to Adweek. "We shouldn't always get the same recommendations. The local and travel guides of today could be much better with personalization. So the copy will again and again say, 'The new Foursquare learns what you like and leads you to places you love.'"Continue reading...

campaigns

RedRug: IKEA Remake of The Shining Halloween Ad is Not to be Missed

Posted by Shirley Brady on October 20, 2014 10:12 AM

From the wags behind the award-winning Apple-mocking "bookbook" commercial extolling their visionary print catalog, IKEA's Singapore team is back with a Halloween ad that channels Stanley Kubrick's creepy Stephen King classic, The Shining, complete with a boy on a tricycle and a play on the "redrum" motif. Watch it (if you dare) below.Continue reading...

sporting brands

Reebok Draws $2.2 Billion Bid to Owner adidas as Both Brands Seek Fresh Start

Posted by Mark J. Miller on October 20, 2014 08:45 AM

Back in 2005, it cost only $3.8 billion for adidas to buy Reebok, the sports shoe and athletic wear brand founded in England and named after a South African antelope. Unfortunately for Germany’s sportswear giant, it hasn’t proved to be a good investment and now struggling itself, it's set to unload Reebok, according to the Wall Street Journal.

adidas shares rose on the news Monday morning of the rumored offer by “an investor group that includes [Hong Kong-based private equity firm] Jynwel Capital and funds affiliated with the Abu Dhabi government” for $2.2 billion. It would likely be happy to see the Reebok name off of its ledgers since its sales continue to fall, dropping by more than a third since 2006 to $2 billion last year.

This should have been a boom year for adidas as it sponsored the FIFA World Cup in Brazil—but as Interbrand's new Best Global Brands report comments, it "did not gain quite the competitive edge expected." And as Reuters notes, its shares were down 41 percent this year before the day started. It remains unclear, though, if the top brass at adidas will accept the $2.2 billion offer for Reebok.Continue reading...

brand news

Brand News: Apple Pay Day, IBM Chips Down, Microsoft Smartwatch and more

Posted by Dale Buss on October 20, 2014 08:30 AM

TOP STORIES

Apple Pay rolls out today with iOS 8.1 update to an audience of more than 10 million iPhone 6 and 6 Plus owners, with holes in the system and restaurants prepared to accept, though some retailers struggle with anonymity aspects. [Update: Apple also posted record quarterly revenue of $42.1 billion fueled by iPhone 6 sales.]

IBM sells chip unit for $1.5 billion as revenue drops again.

Microsoft "within weeks" of unveiling smartwatch as CEO Nadella promotes new cloud computing platform and clarifies comments on equal pay.

Oscar de la Renta, clothier to the stars (and Amal Clooney) has died at 82.

Reebok attracts $2.2 billion bid for owner adidas.Continue reading...

retail watch

Black Friday Creep and the Thanksgiving Day Grinch: 2014 Edition

Posted by Dale Buss on October 17, 2014 05:11 PM

The war over the sanctity of Thanksgiving could turn into one of those annual holiday classics, like It's a Wonderful Life and Rudolph the Red-Nosed Reindeer. But while it isn't quite the stuff of movie drama yet, the battle over when US retailers open on Black Friday weekend continues to provide plenty of tension.

Well before Halloween, Macy's has taken one of the initial steps this year by confirming to Huffington Post that it will open stores to Black Friday shoppers at 6 p.m. on Thanksgiving day—two hours earlier than it opened last year, with online deals starting earlier. In 2014, Walmart kicked off its Black Friday deals at 6 p.m. on Turkey Day, while Target opened at 8 p.m.

Not surprisingly, this has led to angst especially among workers at America's biggest employer who are recruited to work on Thanksgiving day. Over the roughly three years that Black Friday creep has taken place, there have been outbursts of protest akin to the proliferating demonstrations over retailers paying only the minimum wage.Continue reading...

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