Best Global Green Brands 2014

mobile brands

Facebook Phones Home With Mobile Launch on AT&T and HTC

Posted by Sheila Shayon on April 4, 2013 06:41 PM

It’s here, and it’s not just a phone. Facebook's highly anticipated event today confirmed swirling rumors that the social network would release a product closely tied to a mobile device, and that product is Facebook Home.

"We asked ourselves if sharing and connecting are what matter most, what would your phone be like if it put your friends first?" Facebook stated. "Our answer is Home. Home isn't a phone or operating system, and it's also more than just an app. Home is a completely new experience that lets you see the world through people, not apps."Continue reading...

celebrity designers

Diet Pepsi Teams Up with Vern Yip for Limited Edition Designer Mini Cans

Posted by Dale Buss on March 29, 2013 03:16 PM

Converging with a major trend in branding, Diet Pepsi asked HGTV star designer Vern Yip to come up with a new limited-edition mini-can that will invite consumers to "Sip in Style" this spring. The soon-to-hit shelves can continues the brands' multi-platform "Love Every Sip" campaign that has starred Sofia Vergara in TV ads.

While arguably Yip comprises only a "light" instance of the phenomenon, Diet Pepsi's collaboration with him also adds to the growing number of partnerships between celebrities and brands to fill or originate "creative director" spots, including Alicia Keys and BlackBerry, Swizz Beatz and Reebok, Marc Jacobs and Diet Coke, Polaroid and Lady Gaga, Bud Light Platinum and Justin Timberlake and Intel and Will.i.am.Continue reading...

retail watch

JCP Tries to Turn the Tide with Markdowns, Chic Home Designers

Posted by Sheila Shayon on March 28, 2013 03:25 PM

J.C. Penney recently resumed its marketing strategy of raising prices, then discounting them on its private brands which include St. John's Bay, jcp and Stafford and Arizona, which generate more than half of the company’s overall revenue. 

"While our prices continue to represent a tremendous value every day, we now understand that customers are motivated by promotions and prefer to receive discounts through sales and coupons applied at the register," JCP spokeswoman Daphne Avila told Reuters.

That means an Arizona crewneck T-shirt with an "everyday" price of $5 now has a $6 pricetag to accommodate a better markdown and arrive at the same price. The move is an effort to reverse a 25 percent drop in fiscal year sales. The practice is common in retail and used by rivals Macy’s and Kohl's.

“The company said that it has now realized that coupons and sales attract more customers and that this is the market trend,” writes Nautilus Investment Strategies on the reversal of CEO Ron Johnson’s earlier "no sale" stance. “Market analysts feel that at this point no strategy change is going to change the fate of the company as a large number of customers have already gravitated towards other retailers such as Target and Macy’s.”Continue reading...

brand partners

Dude Process: PBR, O'Neill Avoid Trademark Scuffle By Partnering

Posted by Mark J. Miller on March 19, 2013 02:37 PM

Hipsterrific U.S. beer brand Pabst Blue Ribbon and surfing powerhouse O’Neill could have had a legal battle, but the chill brands instead decided to pound it out and make some money together. 

O’Neill turned out a new surf look recently that caused someone in the Pabst legal department to give them a call to note that O’Neill was getting a little too close for comfort to the logo for Pabst, which is owned by the enterprising bunch at Metropoulos & Co., the company that just linked up with Apollo Global Management to buy the rights to Twinkies for $410 million.

But instead of a brouhaha, the two companies decided (no doubt over a cold one) to chill out and partner on a co-branded line of clothing.Continue reading...

digital marketing

Google Reimagines Advertising, Invites Brands Into Art Copy & Code Digital Lab

Posted by Sheila Shayon on March 8, 2013 11:36 AM

Google’s latest project, Art, Copy & Code, is an experiment in creativity and technology to re-imagine advertising with some of "today's most iconic brands and innovative marketers,” such as Volkswagen, Burberry and Adidas.

In addition to well-known brands, the project will also collaborate with filmmakers, creative directors and technologists, leveraging the full range of digital tools from ads and mobile apps to social experiences.Continue reading...

brand strategy

Doritos Crashes the Stage with SXSW, Taco Bell and Global Branding Trifecta

Posted by Dale Buss on March 7, 2013 05:08 PM

Emboldened by the performance of its ads during the Super Bowl, riding the wave of the massive marketing push for its Doritos Locos Tacos partnership with Taco Bell and bolstered by PepsiCo's increasing moves toward global brand platforms, Doritos is adopting a new, more consistent look across the 37 countries where the chips are sold and is launching a new worldwide marketing campaign.

Doritos is planning to punctuate its new plans with a four-story-high, Twitter-controlled rap concert (hashtag: #boldstage) on its boldly branded vending-machine stage at SXSW next week.

"For the Bold" is the tagline for Doritos' first global marketing campaign. It'll start with the U.S. launch of a new ad on cable TV networks beginning in mid-month.

Called "Best Summer Job," the commercial will tell the story of a "college-aged valet making bold choices which lead to an epic joyride, inspired by Doritos chips," as Ram Krishnan, VP of marketing for PepsiCo's Frito-Lay North America, told Ad Age.Continue reading...

chew on this

Hot For Cool Ranch Doritos Locos Tacos, Some Early Fans Come Up Empty

Posted by Dale Buss on March 6, 2013 06:14 PM

Last month, Taco Bell gave away the fact that its next flavor of Doritos Locos Tacos would be Cool Ranch and tweeted that the secret was "out of the bag." The problem is that today, when the chain actually began dispensing the new product to QSR cognoscenti, some Taco Bell outlets couldn't put enough Cool Ranch Doritos Locos Tacos in the bag to satisfy early adopters.

Taco Bell has said that the widely anticipated next variety in the Doritos Locos Tacos phenomenon would be introduced nationwide tomorrow in its biggest marketing campaign ever. However, it wanted to add to the advance buzz created by its announcement on February 13, stoked by the product's appearance in a TV ad during the Oscars and further fed by a variety of social media-savvy teaser videos online.

So the brand let fans know via Twitter and Facebook this week that they would be rewarded today with "a special 'Fan Day' in which they can visit their local Taco Bell and buy a Cool Ranch Doritos Locos Taco the day before it officially launches on March 7. All they have to do is ask." It was a way, a brand spokeswoman told brandchannel, "of giving back."Continue reading...

retail watch

Martha Stewart Dishes From Lofty Perch of Witness Stand in Macy's-JCP Trial

Posted by Dale Buss on March 5, 2013 06:36 PM

One more day of Martha Stewart on the stand in the Macy's-JCPenney trial over her brand and wares, and neither retailer may not want her anymore.

Testimony by the 71-year-old Diva of Domesticity on Tuesday at times sounded like something from Les Miserables or A Tale of Two Cities, leaving her views of the differences between Penney's and Macy's customers abundantly clear.

Penney customers "have 30 percent less income than Macy's shoppers," she said near the end of her testimony, according to the Twitter coverage from the courtroom by Ashley Lutz, who covers retail for Business Insider. "They're going to buy different things."

Not long after, a Macy's attorney in the landmark court case called her out for saying that JCP has different customers than Macy's, the lawyer noting that the Macy's contract prohibited her brand from collaborating with "downscale" partners, presumably because it would tarnish the value of the Stewart marque for Macy's.Continue reading...

elsewhere on brandchannel

1 2 3 4 5 6 7 8 9
brandcameo2014 Product Placement Awards
Apple loses its crown to a new #1
Coca-ColaIt's the Journey That Matters:
Coca-Cola Opens Up With Story-Based Web Refresh
debateJoin the Debate
Is product placement a waste of money?
Arthur Chinski and Joshua Mizrahi
Model Behavior? Brands Beware
U.S. Legal Changes Impact Use of Brand Ambassadors
paperCorporate Citizenship in Canada
Fresh thinking from Interbrand
Sheryl Connelly
Sheryl Connelly

Meet Ford's Resident Futurist
MetaluxuryMeta-Luxury
Brands and the pursuit of excellence

Advertisements