Learn more about Sustainable Brands 2015 San Diego

brand loyalty

FanCulture: Tracing The Evolution of Influence

Posted by Sheila Shayon on April 27, 2012 04:02 PM

FanCulture is a short film that explores the relationship between fans and brands and the methods used to harness that enthusiasm in marketing.

Featuring interviews with leading academics, brand strategists and fans including Dr. Matt Hills, Sony PlayStation, Fred Perry, UK broadcaster Channel 4, Polydor Records, the Kaiser Chiefs and "superfans" of brands from Nike to Marmite, it explores the issues at the heart of the brand-fan relationship such as: Is there a formula to creating fans, how much can fans be worth to a brand, and why engaging enthusiasts and brand ambassadors should become more than just buying "Likes" on Facebook.Continue reading...

name blame

Is Harley-Davidson Riding Roughshod Over Fans?

Posted by Mark J. Miller on April 17, 2012 02:02 PM

With more than 250 million folks on Facebook, at least a few of them are likely to be bikers, and Harley-Davidson fans, so one of them thought he'd launch a community for his fellow Harley-heads.

That's what inspired Harley brand loyalist Jimmy Coulbourne to start a social network for bikers and named it HarleySpace.com in honor of the bike they all love to ride.

Well, the Milwaukee-based company was not a big fan of that move. They took the issue to court and now the 36-year-old Coulbourne has changed the name of the site to IronRides.com, though he’s not very happy about it. 

"They said I was trying to profit off their name," Coulbourne said, according to the York Daily Record. "HarleySpace isn't their name. It's Harley-Davidson. If they think they own HarleySpace, why didn't they own HarleySpace?"Continue reading...

sports in the spotlight

Nike for NFL: Gentlemen, Start Talking Uniforms!

Posted by Mark J. Miller on April 6, 2012 02:02 PM

The NFL and Nike have been gearing up for months for the big unveiling of new uniforms for all 32 teams this week, an opportunity for every team to refresh its image and spirit (and make a ton of extra bucks, to boot) — including the NFL.

And while there were plenty who loved the new looks and plenty who didn’t, the general coverage seemed to agree that the uniforms on the whole didn’t change too dramatically.Continue reading...

social marketing

Wrestlemania: WWE's Social Media Event of the Year

Posted by Sheila Shayon on March 30, 2012 03:12 PM

WWE is going to the mat for Wrestlemania with its first ever “WrestleMania Pre-Show,” to be simulcast live on YouTube, Facebook and WWE.com on Sunday, April 1 at 6:30 p.m. ET. The annual spectacular is leveraging social media to the fullest for WrestleMania Week in Miami as WrestleMania XXVIII broadcasts live on pay-per-view at 7:00 p.m. ET.

Dubbed the “The Social Media Event of the Year,” WWE has named Mike Tyson as their official Social Media Ambassador, and will be pitting main-event competitors The Rock and John Cena against each other in a Twitter face-off. Fans, celebrities and WWE Legends are invited to the Twitter hashtag battle over who will win the WrestleMania event featuring the two legends using hashtags #TeamBringIt vs. #Cenation. (Are you ready to Tumbl?)Continue reading...

brand extensions

Real Madrid Builds Real Fantasy Island For Its Fans

Posted by Mark J. Miller on March 27, 2012 10:10 AM

Plenty of sports teams invite fans to come watch them train, travel with them to away games, or come play ball with some of the players who were second-stringers way back when, but the Real Madrid soccer team in Spain is going way further than that.

The team has announced that it is constructing a $1 billion amusement-filled vacation resort and theme park on a manmade island in the United Arab Emirates that will be shaped like the team’s emblem and is slated to open in January 2015.

The club's management team told the press that they're confident it's "an emotional place for an emotional brand" — and a smart business extension that will satisfy hardcore fans and prove to be a 'real' money-maker. Critics aren't so convinced.Continue reading...


The Hunger Games Inspires Some Inspired (and Unofficial) Fan Merchandise

Posted by Abe Sauer on March 26, 2012 07:01 PM

We have already taken a long look at the extensive official merchandise from the phenomenal film The Hunger Games. Now, a look at a few things that fans can pick up that do not bear the stamp of approval from Lionsgate, Scholastic or any other Hunger Games copyright holder. To Etsy we go!

First up (above): The Hunger Games Capitol Serving Platter ($35) Serve up some delicious nosh during your next Reaping watch party!Continue reading...


Cornucopia of Hunger Games Products Ever in Retailers' Favor

Posted by Abe Sauer on March 26, 2012 12:01 PM

We have already looked at how Lionsgate studio marketedThe Hunger Games, an $80 million film which reaped an opening weekend box office of $155 million.

Now, a look at how brands are using The Hunger Games to sell themselves. Call it The Hunger Games Brand Extension Games.Continue reading...


NASCAR Drivers and Fans Juggle Sponsor Logos

Posted by Mark J. Miller on February 16, 2012 02:31 PM

A few years ago, it cost anywhere between $15 million and $20 million for a brand to sponsor a NASCAR driver for a full season of driving. They’d get their name on the jumpsuit, all over the vehicle, and whatever mentions the driver could make when talking to reporters. 

With the way NASCAR fans are so historically devoted to the brands that their drivers support, the expense was a no-brainer for some brands. But then came the economic downturn and it became hard to justify sticking your logo on a driver’s jumpsuit for the whole season when that money could be helping the company survive. So a lot of NASCAR sponsors started going piecemeal in their sponsorships, selectively choosing different events that they wanted to be associated with.

The upshot: car colors and jumpsuits can change every week. USA Today reports that this new reality can get a little confusing for the circuit’s drivers (and fans) at times.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