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personal brands

Move Over, Tiger: Arnold Palmer's Personal Brand on the Upswing

Posted by Dale Buss on December 6, 2011 03:07 PM

Back in the day, you didn't need to hear a last name to know who "Arnie" was any more than you now need one to know who "Tiger" is.

But these days, nearly six decades after a young Pennsylvanian named Arnold Palmer stormed to his first major victory in the 1955 Canadian Open, arguably even more Americans know who he is and have some idea of his engaging, larger-than-life persona. Now, that's personal branding with longevity.

Even as the young-golfer phenom, Woods, begins to restore a brand that he badly tarnished — Palmer, at 82, remains not only relevant to consumers but about to embark on an overhaul of his brand and associated properties to make him even more relevant to today.

"We're at a crucial point in Mr. Palmer's career," Cori Britt, VP of Arnold Palmer Enterprises, told Ad Age. "We're looking forward to ensuring the Arnold Palmer brand is positioned for success 20, 30, 40, 50 years from now."Continue reading...

brand and bottle

Starbucks Expands Alcohol-Serving Locations

Posted by Mark J. Miller on December 6, 2011 12:02 PM

Starbucks has the morning-coffee-run market pretty much locked up, but now it has plans for your afternoon and evenings as well. It has been testing how well beer and wine sales do at five locations in Seattle and one in Portland, Ore., for the last two years and it’s done so well that the company is planning to start offering alcohol at five to seven of its locations by the end of next year, according to the Chicago Sun-Times

In a bid to woo customers in other "dayparts" (read: off-peak hours when office workers are sufficiently caffeinated), its licensed alcohol-serving venues don't serve alcohol until after 2 p.m. each day and would also add such things as almonds and bread with olive oil dip to the food menu.

The first such location appeared in 2009 in Seattle as a concept location bearing a new brand name, 15th Avenue Coffee and Tea, the Seattle Times reports, and then reverted to the Starbucks name.

"It's something our customers have really been responding to," said spokesman Alan Hilowitz to the Times. "They want to sit and relax, and maybe one person wants to have coffee and the other wants beer or wine. People also can go out after work without having to go to a bar, and people who are underage can go and have a cup of coffee instead."Continue reading...

brand extensions

Sensory Branding: Luxury Auto-Makers Woo with Smell and Sound

Posted by Mark J. Miller on December 5, 2011 05:05 PM

Looking for stocking stuffers for the luxury auto buff who has everything?

BMW recently partnered with Austrian natural cosmetics brand Susanne Kaufmann as part of its BMW i future-forward R&D initiative, and one of the first products they’ve come up with is the Purif-i hand sanitizer and moisturizer, which is made entirely of herbal extracts. Only 14 euros (almost US$19) will get you 75mls of the stuff.

“The unique collaboration between a natural cosmetics manufacturer and the BMW i mobility brand is an example of how nature and technology can work together and effectively enhance each other,” said Uwe Dreher, BMW i’s marketing manager, about the brand extension, according to Wired.

The sanitizer comes on the heels of rival Mercedes-Benz releasing its own perfume in September. Bentley, meanwhile, today released its new sound — described as "stirring and thunderous" — as part of the brand's rejuvenation in 2012. Listen below.Continue reading...

brand extensions

Cabela's Videogame Brand Extension Goes Virtual

Posted by Abe Sauer on December 5, 2011 12:30 PM

One of the more sensical and impressive brand extensions of the last year has been video game maker Activision's release of outdoor adventure titles under the marquee of American hunting and fishing outfitter Cabela's. The outdoor gear retailer turned out to be such a natural for a videogame brand extension that the pair followed up their Cabela's Dangerous Hunts 2011 video game with more titles for 2012.Continue reading...

brandcameo

Sons of Anarchy Gangs Up With Brands For Online Store, App

Posted by Abe Sauer on November 29, 2011 10:05 AM

It might seem that a TV show about a gang of uninhibited bikers living outside society's rules and expectations would be free from the quest for fulfillment through consumption, let alone merchandise to clad fans of the series. But it turns out that FX's Sons of Anarchy has provided a platform for a hybrid retail experience and boundary-pushing retail app that mixes original products from the show with goods from other brands.

And just because the gang onscreen makes its money on the black market doesn't mean FX can't make a little scratch on the legitimate one. Heck, Sons of Anarchy even joined in Cyber Monday.Continue reading...

license to thrill

Staples Takes Dunder Mifflin Brand Out of The Office

Posted by Shirley Brady on November 27, 2011 11:55 PM

Fans of the American version of The Office can now host their own Office Olympics with official Dunder Mifflin boxes of paper.

While the fictional paper company Dunder Mifflin on the NBC TV series is struggling to compete with real-life office-supply chains like Staples, an online outlet owned by Staples (Quill.com) has licensed the Dunder Mifflin name from NBC's Universal Television in a bid to — wait for it — sell more copy paper. It's a deal that David Brent and Michael Scott would be proud to take credit for.Continue reading...

auto motive

Florida Brings New Meaning to Living Out Of Your Porsche

Posted by Abe Sauer on November 24, 2011 02:05 PM

There are brand extensions and then there are brand extensions.

Porsche, the official sponsor of midlife crises everywhere, is now ready to move its lifestyle brand from the curb all the way upstairs to the couch. In partnership with a property developer, the Porsche Design Group is constructing a 57-story tower on South Florida's exclusive Sunny Isles Beach resort. Residents will soon be able to go from their 911 to the 11th floor without ever leaving the Porsche lifestyle — or their car, for that matter.

But while a one-off building may be a PR boon for the brand, like a car show concept vehicle that will never be made, are a large number of consumers ready to buy, or live in, a Porsche?Continue reading...

brand extensions

American Apparel Puckers Up

Posted by Mark J. Miller on November 21, 2011 10:05 AM

American Apparel apparently isn’t happy enough to just stick with clothing. The manufacturer, wholesaler, and retailer of its own clothing lines has vastly expanded beyond cotton t-shirts. Expanding its make-up line, AA recently introduced nail polish and has now followed it up with its own collection of lip gloss.

With its acting president just quitting, the 22-year-old company is doing what it can these days to boost sales. It reported earlier this month a $7.2 million loss in the third quarter that ended Sept. 30, according to the Los Angeles Times. While that’s not good news, at least it wasn’t the $9.5 million lost in the same quarter in 2010.

Hoping to prove that when the going gets tough women pump up the lip color, AA's lip gloss will come in nine recession-busting colors, Apparel News reports, including the red-hued “Legalize LA” and pink-toned “Pantytime.”

“These are colors for everyone,” said Marsha Brady, the creatively-named creative director for American Apparel, according to Apparel News. “Over the last few months of color trials, employees were eager to see them and try them on, so we got to see how they performed on many different complexions. We’re really happy with how pretty and natural they look on everyone.”

The brand's controversy-seeking CEO and founder Dov Charney is, as you might imagine, pumped about the new line of lip gloss.Continue reading...

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