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brand extensions

Ikea Expands Into TV Sales, Increases Sustainable DIY Designs

Posted by Sheila Shayon on April 17, 2012 05:00 PM

IKEA today previewed its seventh annual Ikea PS collection, showing at the Salone Internazionale del Mobile (Milan Furniture Fair) and arriving in European stores in August. But the bigger buzz was its move into home electronics, with the new Uppleva (Swedish for "uplifting") hybrid HDT/home entertainment center.

Integrating RCA's HDTV system into a flat-pack entertainment unit, the TV-embedded furniture "comes in three designs and will be sold first in Sweden, France, Poland, Germany and Italy in June, with a few more markets due to launch in the second half of the year," according to the Associated Press. "By the first half of next year, it will be available worldwide, with the cheapest costing about 6,500 Swedish kronor ($955)."Continue reading...

brand extensions

Marmite Spreads the Love for the Queen's Diamond Jubilee

Posted by Shirley Brady on April 17, 2012 01:26 PM

Marmite is considered a yeasty feast by some, and ick-inducing goo by others, but love it ior hate it: the iconic British brand has earned a reputation worldwide since its conception in 1902. 

Marking its 110th anniversary this year, Marmite is tipping its cap to another iconic British brand celebrating a major milestone this year: Queen Elizabeth, who celebrates 60 years on the throne at her Diamond Jubilee on June 5th.Continue reading...


H&M Taps Into Storytelling with High-End Retail Spin-Off: & other stories

Posted by Shirley Brady on April 3, 2012 02:27 PM

H&M today confirmed the name for the new higher-priced store brand it's planning to open in 2013, following rumors that it was developing a new sub-brand to extend its appeal to those shoppers who zoom in whenever the fast-fashion retailer collaborates on a diffusion line with a high-end fashion designer.

A publicist for the fashion-conscious Swedish-based retailer told AFP "it is correct that H&M will launch a new chain in 2013 called & other stories, but this is all the available information we have as of today." The retailer also confirmed to just-style.com that the new store brand will launch in Europe, and will "build on the positive experience of Cos."

H&M's stable of retail brands includes the higher-end Cos in addition to Monki, Weekday and Cheap Monday. A spokeswoman told Fashionologie that the new store brand "will not be a luxury brand, but it will be a retail chain that will follow the same ambition as H&M, to offer our customers the best price for a comparable item."

The & other stories name taps into a popular theme in retail, where creating a brand story is red hot. Witness the Stefan Sagmeister-branded Story, a New York concept store that launched in February and changes its theme, fixtures, brand partners and inventory every four to eight weeks. Its current theme: color.

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...


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...

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