doing good

AmEx Offers Big Break for Small Biz Brands via Facebook

Posted by Sheila Shayon on April 28, 2011 10:00 AM

American Express OPEN has been a godsend to small business, offering rich content and smart advice — even going so far as to help small businesses get smart about branding with Project RE:Brand last year.

This year AmEx is looking to share the love via Facebook. Through May 20th, small to medium-size business owners can apply for the chance to have their businesses made over. Just visit and be prepared to answer three easy questions.Continue reading...


Method Says Love Your Laundry

Posted by Barry Silverstein on April 13, 2011 05:30 PM

There's a battle being waged in laundry rooms throughout the world and it's all about environmentally friendly laundry products. This product category has seen significant growth recently, and the fight among brands isn't always friendly. 

Witness the dispute last year over the use of a yellow daisy — that's right, a daisy — in product packaging. Clorox, maker of Green Works, took legal action against Method, the manufacturer of non-toxic laundry and personal care products, because Green Works wanted the exclusive right to use the yellow daisy in its product packaging. Method, it seems, was displaying a yellow daisy in some of its promotional material, claiming that a yellow daisy couldn't be owned by anyone, since it was a product of nature.

That's old dirty laundry. This month, Method sprouted a new campaign called "Laundry Love" that has nothing to do with flowers.Continue reading...

name that _______

NYSE, Deutsche Borse Ponder Employee-Submitted Names

Posted by Sheila Shayon on April 5, 2011 06:00 PM

What’s in a name? Billions of dollars if you’re NYSE Euronext and Deutsche Börse AG, as the Wall Street Journal's Aaron Lucchetti explains in the above video.

Scores of consultants, executives and thousands of employees of both brands are trying to devise the best name for the pending NYSE Euronext-Deutsche Borse merger, a new trans-Atlantic company with $5.4 billion-revenue and 6,500 employees.

This name must pass muster with marketing, legal and branding specialists even as the new organization comes under regulatory scrutiny from Germany, Brussels and the Securities and Exchange Commission, among others.Continue reading...

doing good

Pepsi Refresh Project 2011 is Open for Business

Posted by Shirley Brady on April 4, 2011 06:30 PM

The 2011 Pepsi Refresh project officially kicks off today. Applicants have until midnight on Friday, April 8th to apply. Details on what's new for year two of the corporate giving initiative are posted in the online FAQ. Watch the video above to see how one enterprising 17 year-old recipient used his grant to stage a concert to help his community.

brand collaborators

Coca-Cola Releases Results of Crowdsourced Maroon 5 Tune

Posted by Shirley Brady on April 1, 2011 02:30 PM

Curious how last month's Coca-Cola Music 24-hour recording session with Maroon 5 went? Listen above to see how the fans' contributions shaped the song, which is available for free download at

For the first 100,000 downloads, the brand will make a donation to one of its flagship philanthropic projects on behalf of each downloader: The Coca-Cola Africa Foundation's Replenish Africa Initiative (RAIN), which aims to provide access to clean water to at least 2 million Africans by 2015.

According to Coca-Cola PR, fans from more than 139 countries tuned in, with over 350,000 views "logged on to the live stream throughout the duration of the session as fans tuned in to watch the creative process unfold." Additionally, over 25,000 fans tweeted their thoughts and messages of support via @cocacola using the #withMaroon5 hashtag to the band in the studio.


Kraft Rolls Out New Tweet-Inspired Commercials

Posted by Shirley Brady on March 29, 2011 01:00 PM

Kraft is all about collaboration these days. Here are its new tweet-inspired commercials, turned around within 24 hours, and the continuing voiceover talent of Ted Williams:Continue reading...


Coca-Cola All-Nighter With Maroon 5 Gets Underway

Posted by Shirley Brady on March 22, 2011 01:30 PM

Coca-Cola's 24-hour live music session with Maroon 5, a crowdsourcing exercise spanning Facebook, Twitter and a microsite ( is underway. It will be interesting to see how (much) fans participate — and not just Maroon 5 fans — in what Coke is calling "the biggest experiment in rock history."

(Update below: a look at the first two hours).Continue reading...


Coca-Cola Plugs Maroon 5 Fan Collaboration

Posted by Shirley Brady on March 21, 2011 11:30 AM

Coke reminds fans that March 22nd marks a first for the brand: a live 24-hour songwriting session with Maroon 5, whose lead singer — Adam Levine — above discusses the project, in which he and his bandmates will collaborate virtually with fans on the new track, whech will be written and recorded in a day.

It's all part of Coca-Cola's music-focused marketing in 2011. Below, check out how the interactivity between the band, holed up in a London studio, and their fans will work.Continue reading...

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