brand news

Brand News: Chanel, Costco, Time Warner and more

Posted by Dale Buss on October 15, 2014 09:05 AM


Chanel releases Baz Luhrmann-directed short film starring Gisele Bundchen and Game of Thrones actor.

Toyota recalls 1.7 million vehicles worldwide as Chrysler recalls 184,000 SUVs and GM is sued for $10 billion.

Costco goes to China, at least online.

EMC and HP end merger talks as SAP turns to IBM to expand cloud reach.

Time Warner CEO touts independence as HBO Go plans and movie slate revealed at Investor Day.Continue reading...

place branding

With Made in Brooklyn, Borough's Brand Stewards Battle Boredom

Posted by Mark J. Miller on October 14, 2014 05:05 PM

Brooklyn has been America’s hipster heaven for a few years now and its organic, locally-sourced shine that once lit up the globe has started to lose a tiny bit of its luster, just as Seattle, Austin, and Portland have before it. Part of the issue is that the Brooklyn name has become ubiquitous.

As the Wall Street Journal notes, a Paris restaurant was called “très Brooklyn” back in 2012 as a compliment but now the term is being used to compliment “men’s hats, socks, pedal bikes and McDonald’s hamburgers,” according to the restaurant’s chef, Braden Perkins.

Now Brooklyn's brand stewards are doing what they can to curtail international burnout on the borough.Continue reading...

creative snack

Live From MIPCOM: Thoughts on Brand Storytelling from LEGO, Disney and Netflix

Posted by brandchannel staff on October 14, 2014 04:04 PM

MIPCOM, the world's entertainment content market, is taking place in France through Thursday, with buyers, producers and Oculus Rift-testers checking out the latest in content and branded programming. A peek at some of the sessions in case you're not fortunate enough to be in Cannes this week, including a chat with Jill Wilfert, Vice President, Global Licensing And Entertainment, Lego Group; Anne Sweeney from Disney; and Ned Sarandos of Netflix.Continue reading...

brand challenges

McDonald's Finally Throws Open Doors in US Food Transparency Campaign

Posted by Dale Buss on October 14, 2014 03:03 PM

As part of its new US marketing campaign to make its food production more transparent and address critics, McDonald's is inviting people to submit questions via Twitter and Facebook and will answer the most common ones. Maybe the first question it answers should be: What took so long?

Years after it launched smaller but similar transparency initiatives in Canada and Australia, McDonald's finally is throwing open its food production system in the US via a multi-pronged campaign, called "Our food. Your questions."

The platform includes a major PR effort as well as a digital and social media campaign, and will culminate in a new national TV advertising campaign that launches Monday.

The company this week invited Good Morning America into one of its beef-supplier plants and has turned to former MythBusters co-host Grant Imahara to walk consumers through some of the biggest fallacies about McDonald's food, answering questions such as whether McDonald's still uses "pink slime" in its McNuggets (short answer: no) and whether its burgers are 100-percent pure beef (in a word, yes).Continue reading...

brand extensions

Richard Branson Teases Delayed Virgin Hotels Launch

Posted by Sheila Shayon on October 14, 2014 02:02 PM

Virgin is taking its disruptive strategy and classic branding from the skies to the lobby, with its first hotel (finally) set to open by year-end. 

A 2 minute animated teaser (produced by Not to Scale with One Trick Pony) has its own language for hotel fails, with hotel shortcomings called, "Unbrilliant."

Virgin's “Brilliant” features, meanwhile, include guest controls the temperature of the room via app, free Wi-Fi and a way to cordon off sleeping and dressing areas.Continue reading...

sip on this

POM Wonderful Returns to TV with Free Radical Fighting Characters

Posted by Dale Buss on October 14, 2014 01:01 PM

This time around POM Wonderful isn't likely to provoke the US Federal Trade Commission with its new advertising. The beverage brand's new "Crazy Healthy" campaign marks its first time in three years to run TV spots, and they won't be seen as controversial.

Just about two years ago, an agency judge ruled that the brand had gone too far in claims in its advertising that the fruit juice helps cure or mitigate specific diseases such as cancer. POM Wonderful objected by poking a thumb in the eye of the FTC with a provocative campaign, "FTC v. POM. You be the judge."

But now, in its return to national US TV advertising starting this month, POM Wonderful has taken a much more oblique—and non-confrontational—approach with its messaging for 100% pomegranate juice. No images this time, as before the FTC action, of a POM Wonderful bottle with a noose around its neck and the tagline, "Cheat death."Continue reading...

sporting brands

Your Logo Here: Advertising “Imminent” on NBA Jerseys

Posted by Mark J. Miller on October 14, 2014 12:02 PM

Advertising has long been rumored to be soon appearing on the uniforms of the NBA’s well-paid stars, but now it is looking to be increasingly “imminent,” according to Sports Business Journal.

The word is that the jersey advertisements were heavily discussed during the league’s negotiations for a new nine-year, $24 billion TV deal with TNT and ESPN that were hashed out during the spring and summer. The stations wanted the right to sell ads on the jerseys but the league did not want to hand over those kinds of potential dollars to another entity.

"Under the new TV deals, NBA teams maintain the rights to sell the jersey advertising, which has an estimated value ranging from around $800,000 for small-market teams like the Memphis Grizzlies to more than $10 million for large-market teams like the Los Angeles Lakers," SBJ reports.Continue reading...

corporate citizenship

Millennials and Citizenship: It’s a Brand New Day for Marketers

Posted by Sheila Shayon on October 14, 2014 11:02 AM

Millennials already number nearly 2 billion worldwide, or nearly 30% of the world’s population, and they will comprise 75% of the workforce by 2025, according to Deloitte.

In addition, the earning and spending power of Millennials will exceed their Boomer parents by 2018, which is why brand marketers are stretching to meet these digital natives who come equipped with conscience, confidence and competence.

A recent survey of 8,000 Millennials in 17 countries on active citizenship by MSLGROUP and Research Now, "The Future of Business Citizenship," identifies key insights about the rising cohort and what they expect from business and advertising.

brandchannel asked Scott Beaudoin, Global Practice Director, Corporate & Brand Citizenship, MSLGROUP, commented on what the global study indicates that brand marketers must to resonate with Millennials.Continue reading...

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