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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...

sports in the spotlight

Above the Heart: NBA Close to Approving Logos on Jerseys

Posted by Mark J. Miller on July 20, 2012 05:10 PM

You’re just sitting watching the game, enjoying the dull rhythm of massive millionaire players pounding back and forth down the court to help make other millionaires even richer through ticket sales, souvenir sales, beer sales, and, of course, jersey sales.

Suddenly NBA owners have found a new way to make some dough from that last category. And who doesn’t like to make a buck?

The NBA Board of Governors has voted to allow teams to sell small advertising patches on uniforms ("just above the heart") starting in the season after next, according to the Houston Chronicle. That seemingly little change could bring in $100 million annually for the league and open the door to other North American professional leagues to do the same thing.Continue reading...

just kidding?

Ronaldinho Sips From Wrong Cola, Pays Price

Posted by Mark J. Miller on July 13, 2012 11:01 AM

Brazilian soccer star Ronaldinho was the FIFA World Player of the Year back in 2004 and 2005, but the 32-year-old is starting to show his age a bit and didn’t even get placed on the nation’s Olympic team. He left his last club team, Flamengo, and sued them, only to be countersued.

Now he’s got another problem. He has a sponsorship deal with Coca-Cola that paid him $750,000 annually through 2014. That should be a good thing, right? Well, it was until Ronaldinho was spotted having a cola at a news conference. A Pepsi cola. Not his strongest move.Continue reading...

china

Can Chow Yun-Fat Bring A Better Tomorrow For Hugo Boss in China?

Posted by Abe Sauer on July 11, 2012 10:07 AM

"Sharpness is a state of mind," said Chow Yun-Fat (Master Li Mubai) in Crouching Tiger Hidden Dragon. But sharpness might also might be a perfectly fitted Hugo Boss suit, like the one Chow is now sporting as the first ever Asian face of the brand.

Chinese consumers may still be trying to "find" Leonardo DiCaprio and his Oppo handset, but more and more, brands looking to reach the Chinese consumer — especially luxury ones — are opting for local celebrity.Continue reading...

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