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...

brand inspiration

Barclays and Channel 4 Back a Friendlier 'Dragons Den' for Kids

Posted by Sheila Shayon on November 18, 2011 04:11 PM

A little bit Kickstarter and Pepsi Refresh Project but with a layer of ‘savvy mentors’ and backing by Britain's Barclays Bank (with media help by Channel 4), The Stake is a competition with a £100,000 reward for ideas that get the most support from the public. It's open to youths living in the U.K. (age 16-21) who have a fantastic idea and a smart plan for how to spend that £100,000.

The ideas could be "anything, from the heart warming to the hilarious, whether it’s a streetwear start-up, a new school skate ramp or a major charitable donation." Applicants can apply at or on Facebook, where users can pitch or back their ideas. What makes it fun and engaging: by completing challenges along the way, they can increase the number of voting stakes out of a possible total of six.

According to Channel 4's press release, the peer-to-peer game with the big jackpot "aims to show the UK's young people that business and social enterprise can be creative, fun, challenging and that good ideas and passion can be rewarded."Continue reading...

mom's the word

Babble On: Disney Acquires, its Blogging Parents and Critics

Posted by Sheila Shayon on November 15, 2011 01:05 PM

Disney is acquiring Babble Media, whose New York-based parenting website and vocal community features web savvy, hipster-leaning and well-connected parents not unlike its co-founders.

Babble was launched by Nerve Media in 2006, which made a splash with, a website focused on sex, relationships and culture by husband-and-wife team Rufus Griscom and Alisa Volkman. They even spun a book out of the site's content with The Big Bang: Nerve's Guide to the New Sexual Universe, Sex Etiquette, and Full Frontal Fiction was named by TIME as one of the 50 Best Websites of 2010 and by Forbes as one of the Top 100 Websites for Women. A stable of 200-plus mom bloggers contribute fare in the usual range of parenting topics including pregnancy, child care, health, food and family activities, as well as lifestyle topics including home, fashion and family products. Which is all well and good, but will they live happily ever after in Disney's world?Continue reading...

social marketing

Communispace Builds Fan Camps for Brands

Posted by Sheila Shayon on November 7, 2011 11:31 AM

TRESemmé gives a "Fresh Start" when an unexpected date arrives (above) and Alberto Culver’s dry shampoo is now number one in the category with Q4 2010 retail sales topping $7.7 million.

Alberto Culver is more than a global beauty-care company, it’s an online savvy brand that launched its first private online community, My Beauty Café, in 2007. When research showed that women wanted hair rejuvenation on days when they didn’t shampoo, the brand had turned to Communispace, a leader in online consumer insights communities founded in 1999.

The Omnicom-owned firm has created more than 400 communities for major brands including Kraft, Hewlett-Packard, Charles Schwab, Hallmark, Unilever and GlaxoSmithKline. Communispace also recently won the Forrester Groundswell Award in the “Business to Consumer, North America” Embracing category for their work with Alberto Culver.Continue reading...

response mechanism

Starwood, Bravely, Posts Hotel Guests' Reviews Online

Posted by Mark J. Miller on October 21, 2011 03:05 PM

Got something to say about a hotel owned by Starwood? Well, they want to hear about it. 

Starwood Hotels and Resorts is the first U.S. global hotel owner to provide an online-review function on its own website so that visitors to Sheraton, Westin, W and other Starwood brands can share how they feel, according to USA Today.

Of course, opening up their hotels' websites to surface the opinions of guests and providing ways to share them via Facebook or Twitter isn’t necessarily a good thing, particularly if one of the thousands of people who stay in a Starwood brand each night has a bad experience.Continue reading...

doing good

Starbucks' Howard Schultz for President?

Posted by Sheila Shayon on October 4, 2011 12:06 PM

Forget New Jersey governor Chris Christie — we're waiting for Starbucks CEO Howard Schultz to officially declare he's running for president.

The man who changed the way the world drinks coffee now seems hellbent on changing the world, period. Last month Schultz held a town hall to encourage Americans and their political representatives to put aside partisan politics and try to work together to improve our communities. He's also been lobbying his fellow CEOs to boycott donating to political campaigns until Washington (in his view) gets its priorities straight.

Presumably dissatisfied at the rate of change that politicking sparked, he's now taking matters into his (and his brand's) hands.

On Monday, Starbucks announced that it's getting into the job creation business. It's partnering with the Opportunity Finance Network to set up the Create Jobs for USA project. And today comes news that Starbucks is testing a profit-sharing retail concept in Los Angeles and New York, as a way to give back to the communities it serves.Continue reading...

social media watch

Lady Gaga's Gift to Fans: The Social Network

Posted by Shirley Brady on September 6, 2011 04:21 PM

Back in June we noted that Lady Gaga had bought a 20% stake in The Backplane, joining Google chairman Eric Schmidt in supporting the nascent developer of social networking tools for groups ranging from "Girl Scout troops to celebrity fanclubs."

Naturally, Gaga's legions of fans (known as Little Monsters) would be the first to get their own social network powered by The Backplane — called, of course, (which is now accepting pre-launch registrations).

It's getting closer to launch, with The Backplane last week tweeting a photo of the performer meeting with Backplane staffers (and posting it on Facebook), showing the site's logo in the background — the universal "paws up" monster claw used by her legions of fans.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
Highlighting the Present—and Future—of Branding in Latin America and Iberia