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London 2012

London 2012 Watch: 50 Days and 50 Ways to Connect with the Olympics

Posted by Mark J. Miller on June 7, 2012 11:02 AM

There are 50 days left until the Summer Olympics gets underway in London and organizers are promoting the fact with a hashtag on Twitter (#50DaystoGo) and a list of 50 ways for the public to engage with the Games.Continue reading...

logo-a-gogo

Mondelez Approval in Hand, Kraft Thumbs Its Nose at Mockers

Posted by Mark J. Miller on May 29, 2012 12:12 PM

Scoff all you want. Kraft Foods is going for it. The company is splitting into two public entities and one half of it — its global snacks business — will be known as Mondelēz International. 

The shareholder vote at the company's May 23rd annual general meeting on the name change wasn’t even close, either. More than 90 percent of those who voted gave the new name the OK, according to a press release.

The word Mondelēz, selected from an internal employee competition, is a "portmanteau" combination of the Latin word for world (“monde”) and “delez,” which is supposed to suggest deliciousness. Sticking "International" on at the tail end gives it that global feel the company is in search of.Continue reading...

London 2012

London 2012 Watch: IOC Reviews, LOCOG Defends Olympic Sponsor Strategy

Posted by Mark J. Miller on May 22, 2012 11:01 AM

The way the world communicates with one another is ever-evolving as new technologies continue to appear and social media continues to introduce new avenues of expression. With that, brands are always finding new ways to touch their customers and all of the classic branding rules are being tossed out the window.

Olympic sponsorship has long been a way for major brands to reach consumers every few years, but international Olympic executives are looking to possibly shift how the model works in order to embrace this new world.

The sponsorship model now in place brings in $1 billion, according to the Financial Times, but the IOC is planning to “take a step back” and re-assess the sponsorship strategy going forward.Continue reading...

brand news

In the News: JPMorgan, P&G, Virgin & more

Posted by Dale Buss on May 11, 2012 09:01 AM

In the News

Amazon plans to lend Harry Potter e-books.

Apple will help upgrade Foxconn factories in China.

AT&T sees regulatory logjam delay deals in wireless.

Betsey Johnson confirms plans to liquidate.

CBS sues ABC alleging new reality series rips off Big Brother.

Chuck E. Cheese plans to test gluten-free products.

Coca-Cola finds its Hellenic unit hit by perfect political and economic storm.Continue reading...

London 2012

Cadbury Taps Shazam for London 2012 Ticket Contest

Posted by Mark J. Miller on May 9, 2012 03:55 PM

The Olympics are coming to the United Kingdom and chocolate maker Cadbury, which is based in Birmingham, England, would like to give back a little something special to a few of the Queen’s loyal subjects in celebration.

Cadbury, an official sponsor of the London 2012 Games, has a few extra tickets to the Opening Ceremonies but they aren’t just going to wrap them up inside their candy bars like something out of Willie Wonka. Instead, the candy brand has teamed up with the Shazam music app and ITV to take consumers on a multimedia adventure.

Cadbury will first air an advertisement on the finale of ITV's Britain’s Got Talent on May 12 that asks viewers to use Shazam apps to identify a song, according to Marketing Week. The call to action invites viewers to “unwrap a virtual Cadbury chocolate bar to find out whether they have won tickets” or not. (Britain's Got Talent, on a sidenote, has had to suspend mobile voting due to technical issues.)

Marketing Week notes that ITV and Shazam recently partnered so that consumers can “interact with ads shown on the ITV Family of channels” and “use the audio-recognizing application to enter competitions, get additional information about a brand or download free music.” Cadbury is the first brand to take advantage of the possibilities of this new partnership.Continue reading...

sports in the spotlight

London 2012 Watch: BMW's Sustainable Olympics Fleet and more

Posted by Shirley Brady on April 30, 2012 06:01 PM

• BMW talks up sustainability as automaker unveils colorful designs for Olympics loaner fleet of 4,000 cars and SUVs.

• Some London residents may get missiles stationed on their rooftops as city firms up security plans.

• London mayor Boris Johnson complains that Heathrow airport chaos is damaging UK reputation ahead of the Games.

• McDonald's Coca-Cola and Cadbury criticized for Olympics sponsorship.

• Yahoo plans biggest Olympics coverage ever thanks to P&G and Visa sponsorship.

• China signs Wurth as Olympics basketball team sponsor.

• Organizers struggle to keep up with web ticket sales to football/soccer fans.

• New technology will measure impact of extra traffic on London.

brand news

In the News: Barnes & Noble, Pepsi, Nokia and more

Posted by Dale Buss on April 30, 2012 08:59 AM

In the News

AB InBev goes upbeat as profits and sales rise.

Adidas raises forecast after profit beats estimates.

Air Lease nears $5.5 billion purchase of 737 Max jetliners from Boeing as aircraft maker produces first 787 Dreamliner.

Amazon and Texas reach sales tax deal.

Apple sidesteps billions of dollars in taxes worldwide.

Cadbury shows the way on Google+.

Chrysler overruns magazine covers with new Viper.

Disney's Marvel's The Avengers aims to kick off summer box office bonanza.Continue reading...

chew on this

Post-Kraft Spinoff, Mondelēz To Enliven Young, Global Brands

Posted by Dale Buss on April 6, 2012 12:58 PM

Remember all that stuffy marketing from Kraft brands like Oreo, Trident and Tang? Well, once the newly named Mondelēz unit gets its freedom from Kraft in a spinoff of the company's fast-growing, internationally oriented snacks business, expect the marketing chiefs to push the envelope.

The brands to be deposited into Mondelēz — including the aforementioned Oreo, Trident and Tang — "tend to have a younger, vibrant appeal that allow us to push the edge of the marketing much further than some of the classic, traditional, more Midwestern-focused brands," said Mary Beth West, Kraft's chief marketing officer, in an interview with the Chicago Tribune. "That's not a value judgment," she insisted.

But West herself does plan to leave "Midwest" parent company Kraft Foods — based in Northfield, Ill. — to join Mondelēz. And she will be taking Dana Anderson, Kraft Foods SVP of marketing strategy and communications to join Kraft Foods CEO Irene Rosenfeld, who is also decamping to Mondelēz.Continue reading...

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