Posted by Mark J. Miller on April 19, 2013 03:46 PM
Gap has had rough times in recent years, with hundreds of store closures and executive swaps. But the clothing company is hedging a unique plan that it hopes will help it continue growing market share worldwide under the helm of its new, more focused Creative Director Rebekka Bay.
Glenn Murphy, the company’s chairman and CEO, rolled out the blueprint Thursday, noting that the brand aims to franchise Old Navy locations internationally, add Old Navy and Banana Republic stores to the brand’s presence in China and have a stronger push across all channels for all of its brands, including Athleta, Piperlime and Intermix, Mediapost reports.
"We see [the opportunity for global growth] particularly in some countries where in our category, you're talking about double-digit growth just to keep up with the market," an exec said during the call, according to Fool.com, which named China, Indonesia, Vietnam and Cambodia as a few of the countries in question. Old Navy is expected to be the first of the Gap brands that goes into Asian markets that it hasn’t entered just yet. Up to 85 stores are expected to be opened before year’s end and 10 of those will be outlets.Continue reading...
Posted by Sheila Shayon on April 16, 2013 07:47 PM
In living rooms across the country, consumers are not watching just one screen, nor are they engaging with content in just one way as marketers and brands create increasingly innovative campaigns to keep consumers' eyes and ears on products.
Social media is now the acknowledged ‘elephant in the room’ as consumers increasingly engage in social activities while tuning into more traditional forms of content. According to Nielson's 2012 State of the Media report, nearly 41 percent of tablet owners and 38 percent of smartphone owners use the devices while watching television.
While some broadcasts like the Oscars and ABC's The Bachelor benefit from such a social tie-in, most brands and advertisers are trying to figure out how to better leverage multiple media channels to build viewership and engagement without losing ground elsewhere. This season, The Bachelor incorporated live Twitter feeds into its broadcast. "I think it is fair to say that the integration of social media into live broadcasting is still in its infancy," Tim Bock, VP of production, alternative series and specials ABC told Mashable. "There are other entities utilizing these technologies on a show by show basis. But we at ABC are looking at the bigger picture of large scale implementation of audience interaction capabilities.”Continue reading...
Posted by Dale Buss on April 5, 2013 09:01 AM
HP board shakeup and chairman exit gives CEO Meg Whitman a chance to shake off troubles.
BP faults Deepwater Horizon claims overseer, launches first brand-wide fuel loyalty program.
BMW prepares X4 crossover for U.S. market, makes vehicles greener with fewer cylinders, less gasoline.
Al Jazeera America hires CNN's Ali Velshi as anchor.
Amazon's Jeff Bezos leads $5 million investment round in Henry Blodget's Business Insider.
Apple reportedly signs music labels for streaming service as Google's YouTube clinches deal with Universal Music.
Best Buy may have turned the tide on showrooming Amazon.Continue reading...
Posted by Shirley Brady on April 1, 2013 08:59 AM
Apple loses iPad Mini trademark, and finds a fan in Kim Jong-un as North Korea rattles saber and tensions rise with U.S., while increased China headaches include hacking threat and iPad regulation.
Discovery Communications expands global channel reach and launches scripted programming.
Novartis loses cancer drug patent battle in India.
Amazon buys Goodreads community-driven user reviews website.
AMC reveals new tagline and logo.
Armani hires Cate Blanchett for $10M campaign.
AT&T scores with March Madness Twitter campaign.Continue reading...
Posted by Dale Buss on February 27, 2013 09:09 AM
AB InBev fiercely denies allegations that it waters down Budweiser, as its earnings are boosted by U.S.
Twitter sees potential valuation soar as it mulls IPO.
Cablevision sues Viacom for making it run second-tier channels.
AMC is propelled by "The Walking Dead."
Apple is expected to address cash horde at annual meeting as it tries to crack India market with iPhone.
Asus plans aggressive push in U.S. PC market.
Boeing encounters lack of battery expertise as probe of Dreamliner drags on.
Facebook opens up its ad exchange to sell everything but Google.
GM CEO Dan Akerson requests no pay raise for second year in a row.
Huawei kicks off branding campaign at Mobile World Congress.
In-N-Out Burger is kept on track by heiress.
Kraft debuts theme of Velveeta as "liquid gold."
Macy's plans to intensify digital efforts and issues upbeat outlook.
Milwaukee Brewers renew deal with long-time sponsor Miller Lite. Continue reading...
Posted by Dale Buss on February 3, 2013 02:04 PM
It's a classic football play: the end around, where the offense skirts the brunt of the defense in search of easy yardage on the perimeter. It's the same kind of approach being used for the Big Game by an increasing number of Super Bowl advertisers.
Well, they're not exactly "Super Bowl" advertisers. These brands avoid having to confront the $4-million pricetag of a full-run, 30-second Super Bowl ad on CBS by assembling regional and even national blocs of time on local TV stations. Because viewership on pretty much every CBS affiliate in America will be at an annual high on Sunday evening, just as on the network as a whole, these brands can be assured of getting great bang for their buck.
Old Spice is launching arguably the strangest end-run for Sunday. The P&G brand could well afford to take out a national ad during the game to promote its new Wild Collection campaign. But instead, Old Spice is running the ad above only on the CBS affiliate in Juneau, Alaska, promoting the brand's new premium line of guy scents including Wolfthorn. Alaska, you see, has America's biggest wolf population.Continue reading...
Posted by Dale Buss on January 22, 2013 05:05 PM
Super Bowl XLVII may be unique in that one of the biggest potential branding opportunities has suddenly materialized less than two weeks before the Big Game. And the opportunity is called the Brothers Harbaugh.
It seems unlikely that even the biggest brands would be able to land a deal with Jim or John Harbaugh, or both, this close to the Super Bowl, given that each is now consumed with how to beat the other's team -- and that, for the winner at least, there should be plenty of endorsement opportunities after the game.
But some marketers may be able to figure out how to tie themselves tangentially at least, maybe even convincingly, to what already has become the most intriguing Super Bowl story line perhaps in decades: the mutual success and striving of two accomplished opposing coaches, less than two years apart in age, who happen to be siblings. They're also young for their profession, telegenic, well-spoken and smart.
So we await news on Brother International or some other less obvious brand figuring out how to tap into all of that. In the meantime, there are plenty of other brands gearing up for a Super Bowl lift ahead of Game Day, including Mercedes-Benz.Continue reading...
Posted by Dale Buss on January 11, 2013 04:31 PM
Scrambling to get their teams on the field as kickoff nears, the drum beat from brands getting ready for the upcoming Super Bowl continues:
MilkPEP is going long with its plans to run its first ever TV commercial—a 30-second spot for its "Got Milk?" campaign—during the Big Game on February 3. Consumption of fluid milk in the U.S. continues to drop even as Americans keep eating more cheese and yogurt, so MilkPEP, the Milk Processor Education Program funded by the nation's dairy companies, is producing a spot featuring Dwayne Johnson, known as the Rock. He goes a long way to get his kids to have milk for their breakfast cereal.
This group has some branding chops, including the long-running campaign that adds milk mustaches to the upper lips of celebrities in print ads and includes its iconic slogan. But as the New York Times notes, until now, its Super Bowl marketing participation has been confined to running newspaper ads before or after the game.
It's also partnering with the National Dairy Council and the NFL, including New York Giants star receiver Victor Cruz, to get kids to eat better and be more active, under the league's Fuel Up to Play 60 campaign.
In addition to joining forces with Pepsi for a bigger Super Bowl retail push, Budweiser has unveiled more of its plans for its six Super Bowl ads. In addition to debuting a new Budweiser Black Crown brand — a higher-alcohol, more upscale version of Bud aimed at evening consumption — AB InBev will be plugging new beer brand Beck's Sapphire. It also will bring back the venerable Clydesdales, the iconic giant horses that have been associated with Bud for decades.Continue reading...