celebrity brandmatch

Can Dwyane Wade's Li-Ning Deal Change China Brand Perceptions?

Posted by Abe Sauer on September 14, 2012 10:07 AM

If yo-yoing was a major sport, Chinese athletics brand Li-Ning would have a lock on the market for yo-yo gear. In the last four years, the brand has gone from potential global dominance to firing its CEO to moderate success at the London Olympics.

But struggling Li-Ning may be about to catch a big break. If rumors are true — and they appear to be — Li-Ning just drafted NBA superstar Dwyane Wade.

As first reported, and then confirmed, by blog Sneakerwatch, two-time world champion, NBA Finals MVP, and Miami Heat star Wade is going to pass on renewing his deal with Michael Jordan's Nike-backed Jordan Brand and instead sign onto Li-Ning's roster. That's huge news for Li-Ning, and a blow to Jordan Brand.Continue reading...

celebrity brandcasting

What's at Steak? For Eva Longoria, a Sexy Eatery in Vegas

Posted by Dale Buss on September 13, 2012 03:06 PM

Eva Longoria certainly isn't the first actress or actor to yield to the conceit that they've got a great idea for a restaurant. But she may be the first to think she can sell a steakhouse aimed at women. Thus, Longoria's part-owned SHe by Morton's is reportedly all set for launch by New Year's Eve in Las Vegas.

It replaces her old Las Vegas eatery, Beso, a failed restaurant in which she also was a part-owner, on the same site. And while she's no longer busy with Desperate Housewives, she is busy campaigning for Barack Obama, and appeared at the Democratic National Convention in Charlotte to pitch her personal story in an outreach to women and Hispanics — two groups she'd no doubt welcome to her relaunched dining concept, too.

With a 1920's theme, SHe aims to be "an updated interpretation of the gilded age when wealth and excessive opulence ruled America's upper-class combined with a modern version of art deco to create a feeling of empowerment, especially for female guests," according to a news release. While set in the era of Prohibition, it won't prohibit men — and may have a successful role model in STK, a Vegas chophouse with a sexy vibe located at the racy Cosmopolitan hotel with the tagline "Not your daddy's steakhouse," which is also aimed at high-rolling, confident women.Continue reading...

truth in advertising

FDA Puts a New Wrinkle in Lancome's Anti-Aging Claims

Posted by Barry Silverstein on September 12, 2012 10:55 AM

A warning by the FDA over anti-aging claims is causing a furrowed brow at L'Oreal and its competitors.

Beauty creams, especially those that target the effects of aging on the skin, are the cream of the crop when it comes to getting consumers to . In 2011, the market for these typically expensive premium skin care products grew by 15 percent vs. just 1 percent for mass market products, according to research firm Euromonitor International.

Now one of the leaders in the market, L'Oreal's Lancome brand, is getting its manicured hand slapped by America's Food and Drug Administration over product claims the agency says have gone too far. The products are sold under the Genifique, Absolue, and Renergie brand names.Continue reading...

celebrity brandcasting

Jay-Z and Beyonce: Made in America for Bud, Made in Brooklyn for the Nets

Posted by Mark J. Miller on September 4, 2012 04:14 PM

Jay-Z may only own a smidgen of the NBA’s new Brooklyn Nets team and the rusty-looking arena that was just built for them to play in, but he’s definitely playing his role to the hilt. The rapper supposedly helped design the team’s logo and pick the color scheme and sold out a slew of shows at their Barclays Center home.

And now, he and his wife, Beyoncé, are continuing to spread their influence for the Nets wherever they go — including, over Labor Day Weekend weekend, in Philadelphia for the Budweiser-sponsored Made In America festival, a music festival that Jay-Z had organized and headlined.Continue reading...

London 2012

London 2012 Watch: Usain Bolt a Jolt for Brands, as Andy Murray Curries Favor

Posted by Mark J. Miller on August 6, 2012 04:28 PM

Jamaica Celebrates as World's Fastest Man and Woman Retain Olympic Titles

Jamaica celebrates its 50th anniversary of freedom today and it couldn't be better timed. Coming on the heels of Shelly-Ann Fraser-Pryce's 100-meter gold medal on Saturday to retain her title as world's fastest woman, Jamaicans continued the celebration after Bolt won his fourth Olympic gold medal Sunday, this one for the 100-meter dash in London. Before Bolt defended his World’s Fastest Man status and showed off all his post-race antics and unbelievable smile, the Puma-sponsored sprinter had himself a chicken wrap from McDonald’s, according to USA Today. This admission bodes well for Bolt’s wallet as he will likely be a much-sought-after pitchman in the wake of the Games, even as he disagrees with LOCOG's controversial Rule 40 governing athletes' personal sponsors. Only 25 years old, he may have another gold in him four years from now in Brazil. He's certainly not shy; having just passed one million Twitter fans, his bio reads: "The most naturally gifted athlete the world has ever seen."Continue reading...

London 2012

London 2012 Watch: Olympic #Rule40 Backfires as Fans Embrace Non-Sponsors

Posted by Abe Sauer on August 6, 2012 12:12 PM

"Some journalists have been surprised to see Olympic workers taping over the logos on their Dell and Apple computers, since neither company is bankrolling the games, and the U.S. women's soccer team has been told not to hand out its media guide because it has 12 small logos of its sponsors — which are not official Olympics 2012 backers."

The absurd levels
to which Olympic organizers are going to erase any and every possible non-sponsor brand name from peaking out came to its absurd apex on Saturday during the archery competition. On his way to the bronze medal, Chinese archer Xiaoxiang Dai was forced to put neon-yellow tape on his hat to cover its nearly invisible, black on black logo for… the Chicago Bears. Continue reading...

celebrity brandmatch

Celebrity Brandmatch: Jay-Z, Katy and Kiefer Owe it All to Groucho and Gracie

Posted by Sheila Shayon on July 27, 2012 02:34 PM

If Amy Sedaris pitching Downy in a perky new campaign rings a bell, it's because celebrities have been sudsing up for brands since the early days of Hollywood. Think back to the golden days of radio, when Jack Benny plugged Jello in his opening line, "Jello, everybody, this is Jack Benny," and Bob Hope promoted Pepsodent toothpaste. And in the early days of television, George Burns and Gracie Allen peddled Carnation Milk, Groucho Marx touted Prom Shampoo and Ozzie and Harriett shilled for Aunt Jemima Pancake Mix. Before he was President, Ronald Reagan stumped for Chesterfield cigarettes.

In today’s world of 24/7 social media, celebrity endorsement, backing and entrepreneurship (from Gwyneth Paltrow's Goop to Jessica Alba's Honest Company) have reached new digital platforms. This week Stamped, a mobile app and website that lets people share reviews of anything they like, announced new celebrity backers including Justin Bieber, Ryan Seacrest and Ellen DeGeneres, and investments from Columbia Records, Eric Schmidt and The New York Times Company, bringing its financing to over $3 million.Continue reading...

celebrity brandmatch

Nationwide Insurance Still On Your Side, And So Is Julia Roberts

Posted by Dale Buss on July 20, 2012 05:58 PM

Nationwide Insurance doesn't think it gets enough credit from customers and other consumers for being "on your side" in auto-insurance matters. Cue a new branding campaign tied to the biggest sports event on the calendar and to one of America's best-liked actresses to make the point.

On Friday July 27th, during the prime-time telecast of the opening ceremony of the 2012 Summer Olympics on NBC, Nationwide will debut new TV campaign featuring the distinctive voice of actress Julia Roberts, whose Lancôme campaign for L'Oréal was banned in the U.K. last year for airbrushing.

"'Nationwide Is On Your Side' is a familiar tagline and jingle, but not many people understand exactly what it means," Matt Jauchius, Nationwide's chief marketing and strategy officer, said in a press release about the new "Join the Nation" campaign. "Our goal wth this campaign is to tell the story of who we are as a company and what our On Your Side promise truly stands for — doing what's right for our members and protecting the things and the people they hold dear."Continue reading...

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