Best Global Green Brands 2014

going green

Brands Go Green for St. Patrick's Day

Posted by Mark J. Miller on March 15, 2013 05:46 PM

It’s been more than 1,500 years since Saint Patrick was laid to rest and could no longer use the shamrock to explain to Christians the idea of the Holy Trinity. Thanks to St. Patrick's Day every March 17th, his legacy inspires millions the world over to consume massive amounts of alcohol and shout “Top of the morning to ya!” to anyone who passes. With such a jovial reputation, you can bet that brands, alcoholic or not, take advantage of the built-in marketing ploy—and not just those participating in Pantone's color of the year for 2013.Continue reading...

brand news

In the News: Walmart, Diageo, HSBC and more

Posted by Dale Buss on March 4, 2013 08:46 AM

In the News

Walmart philanthropic director Sylvia Mathews Burwell expected to be nominated Monday as Obama's budget chief.

India develops a taste for premium beer while officials approve $2 billion Diageo deal.

HSBC set for $23 billion profit as turnaround gains traction.

AB InBev takes to Twitter and newspaper ads to fight watered-down-beer charges.

AIDS drug breakthrough sees infant evidently cured through early use of virus-blocking drugs.

Alfa Romeo reboot marks tough road for Fiat.

American Airlines drops below 60,000 employees for the first time since 1987.

AOL's new Brand Group CEO Susan Lyne lays out her goals.

Asos joins brands using Twitter's Vine for short form social video marketing.Continue reading...

brand news

In the News: AA/US Airways, AB InBev, Heinz to Buffett, Time Inc. and more

Posted by Shirley Brady on February 14, 2013 08:45 AM

In the News

American Airlines and US Airways to create the world's biggest airline with $11 billion union.

AB InBev will sell Corona unit to salvage Modelo takeover, as Pernod Ricard is open to Jose Cuervo talks.

H.J. Heinz Company enters agreement to be acquired by Warren Buffett's Berkshire Hathaway.

Time Warner rumored to eye Time Inc. split and talking to Meredith about buying magazine brands.

Adidas unveils new global brand strategy with Boost product push.

American Express and Yahoo accused of stealing travel service idea.

Angry Birds parent Rovio slings into advertising.

Apple promises to fix iOS Exchange bug, fights activist shareholder Einhorn.

Barclays agrees to stop speculating on food prices.

Barnes & Noble warns of lower 2012 sales and Nook concerns.

Boeing looks at interim 787 fixes.

BT sticks by Olympic athlete Oscar Pistorius (charged with murdering his girlfriend), for now.Continue reading...

brand battle

AB InBev Wins a Big Round in Euro 'Bud' Dispute, But Modelo Merger in Question

Posted by Mark J. Miller on January 22, 2013 02:29 PM

For more than a century, there’s been a bar fight going on between the world’s biggest brewer, AB InBev (and all its predecessors) and Czech brewer Budejovicky Budvar NP. Both claim they should have the rights to the name “Bud” in Europe. 

The most recent winner is AB InBev after the EU General Court in Luxembourg “rejected Budvar’s appeal of AB InBev’s right to the EU trademark because the Czech company presented insufficient proof of the existing use of the name in some European countries,” Bloomberg reports.

Anheuser-Busch InBev NV claims to have been using the Bud name since 1876. Budvar did not exist until 19 years later. AB InBev put in an application for the trademark in July 1996 and, according to the court, Budvar couldn’t show that it had used the term across Europe before then.Continue reading...

branded entertainment

Hilton Web Campaign Highlights The Onion's Growing Digital Ad Sales Push

Posted by Mark J. Miller on January 14, 2013 02:58 PM

The Onion's stature as a leading satirical pseudo-news source, with its hilarious and sometimes provocative headlines, has long been well-established. Less known to the general public, however, is the existence of its own in-house and marketing agency created to serve leading brands.

That changed to a degree on Monday when The New York Times reported on Onion Labs' latest project: a website for Hilton Hotels and Resorts that helps users detect whether they have "vacationitis" and provides various suggestions on how to combat it.

"Some of our most popular satirical editorial content in The Onion surrounds the workplace and everyday stresses, so it's been exciting to work with Hilton Hotels & Resorts to illustrate diagnoses of vacation blues around the world," stated Grant Jones, The Onion's head of marketing who oversees The Onion Labs. "The cartoon memes aim to inspire workers to fill their 'prescriptions' with a much-needed break from the office."Continue reading...

political season

The Politics of Brands Avoiding Politics: 2012 Beer Edition

Posted by Abe Sauer on October 3, 2012 03:29 PM

With little to gain and a lot to lose, playing politics is something brands generally do from a position of neutrality ("7-Election"), low-brow humor (Gas-X's "Gas Crisis") or outright mocking of the system (Etch A Sketch; Reebok's 2003 Terry Tate candidacy). So when the Most Interesting Man in the World chose to host a fundraising event for President Barack Obama, Dos Equis's parent Heineken USA was understandably vexed, forced into one of those frustrating statements all brands hate to make that include the words "views are strictly his own, and do not represent."

But maybe Dos Equis — and Heineken — should play to their brand strengths. According to a recent study, both brands' drinkers trend Democratic, with the former rated the most popular beer amongst lefties. So when viewers drunkenly yell at the TV during the first 2012 presidential debate on Wednesday, chances are they will do so with very partisan bottles in hand.Continue reading...

sports in the spotlight

Brands Climb Onto NFL, NCAA Juggernauts for Football's Big Kick-Off

Posted by Dale Buss on September 5, 2012 05:02 PM

Are you ready for some football? Big brands surely are. The National Football League may be a marketing and TV-programing juggernaut, but it is carrying more weight for more major brands than ever.

Take auto advertisers, for instance. Despite football telecasts that already were slated to be crowded with other car brands, Audi decided to use tonight's kickoff game between the New York Giants and Dallas Cowboys for the marketing launch of its crucial new 2013 S Models. These performance nameplates (S6, S7 and S8) and the "S" brand are fundamental for Audi to move to the next phase of its positioning in the U.S. market, as a provider of exciting, luxurious and well-designed automobiles.

And so the NFL gets the call tonight to host the first Audi ad under its new tagline, "Heighten Every Moment," featuring the Audi S8. The 60-second spot (watch it above) will run in the first break after kickoff. Audi also announced that it will appear in the Super Bowl game in February, its sixth consecutive advertising appearance in the big game.Continue reading...

branding together

AB InBev Buys Modelo for $20B to Make Corona and Budweiser Flagship Brands

Posted by Mark J. Miller on June 29, 2012 04:56 PM

Anheuser-Busch InBev already owned half of Mexican Grupo Modelo but the world’s biggest brewer apparently needs to keep consuming all in its sight. InBev shelled out $20.1 billion to grab the other half of the brewer of such beers as Corona and Modelo and stake its claim to the growing Mexican market. The name of the website it set up to announce the deal says it all: GlobalBeerLeader.com.

It's a huge purchase, to be sure, but AB InBev sees the upside in the company as a whole and its Corona brand specifically. Modelo “is Mexico's biggest brewer with a 50 percent-plus market share in a virtual duopoly with Heineken's FEMSA Cerveza in the world's fourth most-profitable beer market,” Reuters reports. “Corona is the biggest imported beer in the lucrative U.S. market.” InBev shelled out so much dough partly because Modelo stakeholders had no real incentive to sell.Continue reading...

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