sip on this

Jamba Juice Shakes Up Brand

Posted by Dale Buss on March 28, 2012 05:01 PM

Jamba Juice keeps on spreading its brand mojo in new places, now including American schools and the supermarket tea aisle.

"Whatever it is that defines you, Jamba Juice wants to be part of helping you live a healthier and more wholesome life," Julie Washington, SVP and recently named chief brand officer of the California-based smoothie chain, told brandchannel. "We're trying to make sure everyone knows the wealth and breadth of Jamba's food and beverage offerings."

Jamba, which has an endorsement deal with tennis pro Venus Williams, has been in expansion mode beyond its smoothie menu for some time now, including introducing oatmeal and flatbreads, expanding into South Korea and the Philippines, diversifying into coconut water and CPG goods for stores. Lately, its gambits have included acquiring Talbott Teas and testing an in-school-outlet concept, in addition to new fresh-squeezed juice blends.

"Two years ago, our biggest competition probably could have been considered McDonald's, because they were getting into smoothies," said Washington, who was Jamba's general manager of consumer products before moving earlier this year to the new branding post. "Today, people talk about Starbucks," she added, as Jamba's main rival because the company began selling its recently acquired Evolution juice line in its coffee stores and in a standalone store in Bellevue, Wash., last week.Continue reading...

brand and bottle

Band Extensions: British Brewer Rocks Out with Band-Branded Beer

Posted by Mark J. Miller on March 28, 2012 04:04 PM

When plenty of people go to a concert, they are ready to shell out for a beer or three, so why not drink a brew that is all about the band that you’re seeing?

The United Kingdom’s Signature Brew is answering the call. Instead of just partnering with a band, sticking their name on some random brew, and selling it to the willing masses, Signature has gone a different route, according to Bloomberg Businessweek. The idea is to meet with indie musicians and get a sense of what kind of beer they like and brew something up that actually represents them. As an added bonus, the musicians learn a thing or two about the beer business along the way, too.

Signature is currently only distributing in Europe but is trying to figure out a way it can get those beers to the States easily. After all, America has got a boatload of beer drinkers (even though the U.S. is only 13th on the the list of amount consumed per capital).

The first band to sign on with Signature was The Rifles, whose members tasted 20 beers before they figured out what they wanted their beer to taste like. (Sounds like a fun night.) The brew that came out that, The General, was named after one of their songs and went on sale on the band’s website and at its shows this past winter, Businessweek reports: “Signature Brew’s initial run of 6,000 bottles sold out so fast the company is still scrambling to fill new orders.”Continue reading...

digital moves

Harry Potter e-Books Finally Available Via J.K. Rowling's Pottermore

Posted by Sheila Shayon on March 27, 2012 01:22 PM

“Alohomora!” J.K. Rowling's Pottermore website to keep the world of Harry Potter alive on digital has finally opened its e-bookstore.

While Rowling's books have sold an estimated 450 million physical copies and been translated into more than 70 languages, the author had retained the digital rights as part of her book publishing contracts, so the e-book editions weren't immediately available — until the Pottermore (think "Potter" plus "ever more") digital brand extension plan was announced last June. Already, Slate is calling it a game-changer for publishing.Continue reading...

brand extensions

Real Madrid Builds Real Fantasy Island For Its Fans

Posted by Mark J. Miller on March 27, 2012 10:10 AM

Plenty of sports teams invite fans to come watch them train, travel with them to away games, or come play ball with some of the players who were second-stringers way back when, but the Real Madrid soccer team in Spain is going way further than that.

The team has announced that it is constructing a $1 billion amusement-filled vacation resort and theme park on a manmade island in the United Arab Emirates that will be shaped like the team’s emblem and is slated to open in January 2015.

The club's management team told the press that they're confident it's "an emotional place for an emotional brand" — and a smart business extension that will satisfy hardcore fans and prove to be a 'real' money-maker. Critics aren't so convinced.Continue reading...

brandcameo

What to Expect When You're Expecting? A Movie and Sam's Club Deal

Posted by Dale Buss on March 23, 2012 05:05 PM

Most authors are content to toil away on their work just hoping for commercial success in the conventional sense. Getting a book published would be nice, for instance. But a select few have created not only tomes but also expertise, a niche, a media presence and a brand that they can take to the bank in all sorts of different ways.

J.K. Rowling created that sort of property with the Harry Potter books. And Heidi Murkoff is a virtual best friend to legions of pregnant (especially first-time) moms thanks to the What to Expect When You're Expecting series, whose flagship title is now in its fourth edition.

A movie of the same title is due out on May 18th, starring Jennifer Lopez, Cameron Diaz, Elizabeth Banks, Matthew Morrison, Anna Kendrick, and Chace Crawford (watch preview clips above and below). And in another extension of the What to Expect brand, mass merchandiser Sam's Club has produced a line of WTE-branded baby products, while Murkoff has signed on to write for every issue of Sam's new bimonthly magazine.Continue reading...

brand extensions

Glock Misfires With Lifestyle Apparel Line

Posted by Abe Sauer on March 20, 2012 11:55 AM

The initial response to firearm maker Glock's "Glock Perform" apparel collection suggests the brand extension is lacking… performance.

Last year, we looked at how the once-exotic and prohibitively expensive Austrian handgun became a household name just months before the release of the book, Glock: The Rise of America's Gun.

Now, to celebrate its 25th anniversary, the firearm-maker is letting brand fans show their pride through a line of Glock-branded clothing. By its own definition Glock Perform "supports your lifestyle" and provides "Confidence in any situation." Continue reading...

personal brands

Madonna Zips Up Shoe Collaboration Ahead of New Album Release

Posted by Mark J. Miller on March 19, 2012 02:02 PM

Truth or Dare hit movie theaters way back in 1991, but Madonna is still milking the brand. She's already selling Truth or Dare fragrances at Macy's and now she’s putting out a Truth or Dare shoe collection as a precursor to a fashion collection of the same name. The timing isn't coincidental — the singer's next album, titled MDNA, launches on March 27th.

The Truth or Dare line, a collaboration with Canada's Aldo Group, will offer more than 60 styles when it launches in August. The cost: between $89 and $349, the perfect price point for any Material Girl.Continue reading...

license to thrill

The Seinfeld Soup Nazi No More, NYC's SoupMan Expands Brand

Posted by Mark J. Miller on March 19, 2012 10:09 AM

The guy who inspired the Soup Nazi on Seinfeld way back when has certainly made his fame continue to work for him. His company, SoupMan, Inc. is not expanding beyond the product he is best known for (and we don’t mean unpredictable anger).

According to a company press release, the SoupMan name is about to be spilled over a wide variety of products in “categories that include kitchen accessories, foods, souvenirs, apparel, condiments, kitchen appliances, tabletop, and more.” Get ready for SoupMan magnets, ladles, and, for the kiddies, stuffed animals.

"The SoupMan name and logo has become iconic and, as such, we are thrilled to be a part of the brand building with strategic licensees as well as direct-to retail-opportunities," said Rob Stone, a partner at the brand-development firm Excel Corp. who will be leading the charge for SoupMan. Continue reading...

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