brand wars

As Cracker Barrel Moves to Extend Its Brand, Kraft Says: Hold the Cheese

Posted by Dale Buss on February 5, 2013 04:55 PM

Kraft is moving to prevent Cracker Barrel restaurants from extending its store brand into American supermarkets, where Kraft's Cracker Barrel cheese brand has been a major player since 1954.

There was seemingly no big threat to Kraft or to its Cracker Barrel cheese trademark when Lebanon, Tenn.-based Cracker Barrel Old Country Store sold merely a few grocery items under the Cracker Barrel name at small general stores attached to most of its 600-some U.S. restaurants.

But now that Cracker Barrel has struck a major licensing agreement with the John Morrell Food Group to sell Cracker Barrel-branded food products through grocers and mass merchandisers, Kraft says it is concerned that the restaurant chain's brand expansion could create confusion among consumers — and thereby damage the Kraft line.Continue reading...

retail

Look Out, Lululemon: Nimble, Lower-Priced Ellie Aims to Make You Sweat [Updated]

Posted by Sheila Shayon on February 5, 2013 11:12 AM

Editor's note: This article has been updated with comment by lululemon.

In the $14 billion women’s athletic apparel market, heir apparent Lululemon is facing a direct challenge by Ellie, the latest startup incubated by L.A.-based Science.

Pledging the same quality of workout gear at half the price, Ellie's approach eschews sophisticated tech in favor of consumer demand gauged by social media: items are first introduced on Facebook to gauge reaction and test trend strength.

“With an on-site pattern-maker, they can showcase designs they are testing across social media to get users/fans to decide if they like them, and if it’s popular, the outfit is manufactured within four days and available for mass market retail,” a rep told VentureBeat. “That’s lightning speed for clothing manufacturing.”Continue reading...

retail

Look Out, Lululemon: Nimble, Lower-Priced Ellie Aims to Make You Sweat [Updated]

Posted by Sheila Shayon on February 5, 2013 10:55 AM

Editor's note: This article has been updated with comment by lululemon.

In the $14 billion women’s athletic apparel market, heir apparent Lululemon is facing a direct challenge by Ellie, the latest startup incubated by L.A.-based Science.

Pledging the same quality of workout gear at half the price, Ellie's approach eschews sophisticated tech in favor of consumer demand gauged by social media: items are first introduced on Facebook to gauge reaction and test trend strength.

“With an on-site pattern-maker, they can showcase designs they are testing across social media to get users/fans to decide if they like them, and if it’s popular, the outfit is manufactured within four days and available for mass market retail,” a rep told VentureBeat. “That’s lightning speed for clothing manufacturing.”Continue reading...

retail

Look Out, Lululemon: Nimble, Lower-Priced Ellie Aims to Make You Sweat

Posted by Sheila Shayon on February 5, 2013 10:54 AM

In the $14 billion women’s athletic apparel market, heir apparent Lululemon is facing a direct challenge by Ellie, the latest startup incubated by L.A.-based Science.

Pledging the same quality of workout gear at half the price, Ellie's approach eschews sophisticated tech in favor of consumer demand gauged by social media: items are first introduced on Facebook to gauge reaction and test trend strength.

“With an onsite pattern-maker, they can showcase designs they are testing across social media to get users/fans to decide if they like them, and if it’s popular, the outfit is manufactured within four days and available for mass market retail,” a rep told VentureBeat. “That’s lightning speed for clothing manufacturing.”Continue reading...

celebrity brandcasting

More Barrymore: Actress Launches Her Own Wine Label and Cosmetics Brand

Posted by Mark J. Miller on January 17, 2013 01:20 PM

Meet Drew Barrymore, the expanding solo retail brand.

The 37-year-old actress, who has spent her lifetime performing, announced this week that she has undertaken lines of wine and cosmetics.

"I just want to do the things that you actually do in life, which is drink wine and play with makeup," she told OK! magazine in an interview posted Thursday. "It took years... to make both of these brands."

Barrymore Wine, which launched itself with a Pinot Grigio, was created to honor her family, she said on the label's website.  In promotional copy highlighted by Buzzfeed, she pokes fun at "Real Housewives of New York" star Ramona Singer, who has also launched a Pinot Grigio: “Move over Ramona Singer, you’re so yesterday’s news… let the “Real” Stars, not reality stars, show you how to drink Pinot Grigio!”Continue reading...

media brands

From The Wall Street Journal, a Glossy For Those Who Have It All (Or Want To)

Posted by Sheila Shayon on January 15, 2013 05:40 PM

The one percent is alive, well and being targeted by The Wall Street Journal with a new magazine insert: WSJ Money, a spin-off of WSJ Magazine, which calls itself "the world's largest luxury magazine."

"It's for people who are voyeuristically interested in the high end, and are at the high end," Mike Miller, a Journal senior deputy managing editor overseeing the magazine, told Adweek

Scheduled to debut March 9 and publish quarterly, the glossy will focus on personal finance and be distributed in the Journal's weekend edition in the U.S., which has a current circulation of 2.3 million. The edit/ad plan is to publish 50 pages per issue: 30 for editorial and 20 for ads.

The announcement follows the recent launches of Bloomberg Pursuits and Dujour, which joined Departures and ForbesLife in the category.Continue reading...

brand extensions

Air Canada Applies Rouge in Bid to Bolster Biz With Lower-Cost Airline

Posted by Mark J. Miller on December 21, 2012 10:17 AM

It hasn’t been easy for Air Canada in recent years with plenty of quarterly reports filled with losses. So what's an airline in the red to do? Launch a new sub-brand called "Rouge," of course.

Starting in July, Canadians can start using the new low-cost airline, which will initially fly out of Toronto and Montreal to such destinations as Cuba, the Dominican Republic, Jamaica, and Costa Rica as well as Venice, Italy; Edinburgh, Scotland; and Athens. Consumers could start buying tickets Tuesday. 

Later next year, Rouge plans to add more Canadian cities to fly out of as well as international destinations – and not just the ones that Air Canada flies to. "The creation of this carrier is to assist us in serving many destinations that our existing model does not work on a competitive basis," said Ben Smith, Air Canada's chief commercial officer, to the CBC.

According to Yahoo! Finance, Air Canada plans to hire 200 people for Rouge, but those employees shouldn’t expect to be rolling in dough. “Cost savings are expected to come from paying lower wages,” the report notes, “and putting more seats in planes in a so-called new ‘multi-tier seating’ structure.” And we’re not talking just a few more seats. The CBC hears it could be as much as 20 percent more. Prepare to not only fasten your seatbelts but suck in your gut, Canada.Continue reading...

brand strategy

TCBY to Expand Brand With Juice Line, Yogurt Bars

Posted by Mark J. Miller on December 5, 2012 12:02 PM

TCBY, the acronym by which The Country's Best Yogurt chain is better known, once ruled the yogurt-retail world, but in recent years, a lot of competition has grown up around it. Part of that competition targets “back to the earth” consumers who are more interested in going back to a more “natural” yogurt and part of that competition is simply those hoping to horn in on TCBY’s frozen-yogurt mix-in turf.

The explosion in yogurt shops just in New York City of late has been astounding, including Chobani's first standalone boutique. “There’s been a veritable war in the Village,” real-estate broker Faith Hope Consolo, a retail real-estate broker for Douglas Elliman, told the NY Observer. “It’s the fastest-growing franchise in the country.” Don’t think TCBY is taking the war lightly.Continue reading...

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