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brand ambassadors

Klout Launches Branded Communities for Marketers

Posted by Sheila Shayon on April 19, 2012 11:03 AM

Klout is wooing marketers and brand fans with the launch of Brand Squads, the social media site's equivalent of brand topic pages. The concept, a bid to engage fans around branded hubs, is now in beta with Red Bull as the launch partner.Continue reading...

digital moves

Video Byte: Burberry CEO Angela Ahrendts on Being Social, with Style

Posted by Shirley Brady on April 18, 2012 01:32 PM

Above, Burberry CEO Angela Ahrendts discusses Burberry World, the luxury brand's relaunched website-as-social network that went live last year (powered by Salesforce) to engage its customers and serve as an interactive platform from which to live-stream its fashion collections and bring the brand's heritage to life.Continue reading...

name blame

Is Harley-Davidson Riding Roughshod Over Fans?

Posted by Mark J. Miller on April 17, 2012 02:02 PM

With more than 250 million folks on Facebook, at least a few of them are likely to be bikers, and Harley-Davidson fans, so one of them thought he'd launch a community for his fellow Harley-heads.

That's what inspired Harley brand loyalist Jimmy Coulbourne to start a social network for bikers and named it HarleySpace.com in honor of the bike they all love to ride.

Well, the Milwaukee-based company was not a big fan of that move. They took the issue to court and now the 36-year-old Coulbourne has changed the name of the site to IronRides.com, though he’s not very happy about it. 

"They said I was trying to profit off their name," Coulbourne said, according to the York Daily Record. "HarleySpace isn't their name. It's Harley-Davidson. If they think they own HarleySpace, why didn't they own HarleySpace?"Continue reading...

wisdom of the crowd

GutCheck Launches Instant Research Communities

Posted by Sheila Shayon on March 30, 2012 11:04 AM

GutCheck is now out of beta with its latest product, Instant Research Communities, which offers brands and marketers quick access to consumer communities on their websites, Facebook fan pages, Twitter, and Google+.

GutCheck’s automated recruitment engine instantly qualifies respondents from these pools for private platform discussion and review of proposed business decisions.

We first covered GutCheck last year and spoke with Matt Warta, GutCheck CEO when the Denver start-up had just won the People’s Choice award (and $1 million in free advertising) at the DEMO Spring 2011 conference. “We’ve lowered the economic barrier to this kind of research,” Warta told us then.

Now it’s even lower, and the research is more refined. We caught up with Warta, in New York for the launch of GutCheck Instant Research Communities at The Advertising Research Foundation 2012 Re:think conference, and asked about reaction to their disintermediation of traditional Market Research Online Communities (MROCs).Continue reading...

sporting brands

USA Wrestling Pins Down Loyalty for London 2012

Posted by Mark J. Miller on January 31, 2012 03:03 PM

The idea of American wresting can too often bring up images of Andre the Giant, Rowdy Roddy Piper, and Hulk Hogan. The other American wrestling has a few more participants involved (180,000 across the country) even if none of its participants are household names.

USA Wrestling, America's governing body for Olympic wrestling, is looking to help boost its image this year as it leads up to the London 2012 Olympic Games. According to a press release from the organization, a particular target is to help bring in new wrestlers. To help reach its goal, the organizing body prepared two different sets of marketing messaging for wrestling clubs across the country.Continue reading...

retail watch

Sears Buffs Up Rep(s) as America's #1 Fitness Retailer

Posted by Dale Buss on January 19, 2012 01:01 PM

The chips are down for Sears, as they have been so often over the last few decades. Its latest round of closings of its Sears and Kmart stores, announced shortly after Christmas, may be the first ring of a death knell that could attend what used to be America's biggest retailer and the namesake of the building that originally was known as Sears Tower, in Chicago.

But Sears continues to go down fighting. In the past, it continually has attempted to offset its failing relevance as a retailer of soft goods and concentrate on areas and brands where Americans continue to rely on Sears, including Kenmore appliances and Craftsman tools.

The latest tactic: taking advantage of Sears' underappreciated but significant role as an outlet for fitness equipment. Few know that the retailer is America's no. 1 seller of fitness equipment, so it's stepping up its attention to the sector through branded content, community and conversation.Continue reading...

nation brands

@Sweden - Sweden Builds Nation Brand on Twitter

Posted by Sheila Shayon on December 20, 2011 02:04 PM

Imagine handing your Twitter account over to a stranger. Now imagine a country handing over its Twitter feed to a citizen. Crowdsourcing digital communications has reached a new level as @Sweden hands over the official Swedish Twitter account to one of its citizens for a week.

The social public engagement project, called Curators of Sweden, was devised by the Swedish Institute and VisitSweden, both part of NSU, the National Board for the promotion of Sweden.

“No one owns the brand of Sweden more than its people. With this initiative we let them show their Sweden to the world,” says Thomas Brühl, CEO of the country’s tourism agency VisitSweden who has been updating the account since January 2009.

Hasan Ramic (at top) is the Twitter citizen (or as we're calling it, Twitizen) of the week, who has been given access to Sweden's national Twitter account to share his recommendations and opinions (in English) about his country and his nine million Swedish brethren.Continue reading...

mom's the word

Ivory Dishes on Facebook with Melissa McCarthy

Posted by Sheila Shayon on December 13, 2011 11:05 AM

Sixty-six percent of moms confess to hiding in the bathroom for alone time according to a recent survey commissioned by Procter & Gamble’s most iconic consumer brand, Ivory.

The national study canvassed more than 1,000 moms to garner insights ‘on the realities of their lives,’ and gave impetus to Ivory's new online social community, The Soap Dish, which is located at Ivory's Facebook page as a branded content/community partnership with Emmy award-winner actress and mom, Melissa McCarthy, whose star rocketed this year after her scene-stealing turn in Bridesmaids

"I grew up using Ivory and that smell always reminds me of when I was a kid," stated McCarthy in P&G's press release. "As a working mom of two, I love anything that simplifies my life. So when one bar of soap can handle backyard dirt, spaghetti hands, and the unidentified crusty bits under my girls' necks — I'm in."

“As part of Ivory's modern day makeover, which began with the unveiling of our new packaging design and advertising campaign, we sought to tap into the everyday opinions and attitudes of today’s busy mom,” said Jay Sethi, Ivory brand manager. “What we found was today’s moms have an unyielding desire for honest, down-to-earth, simple yet social connections with other women and moms.”Continue reading...

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