brand news

Brand News: Coca-Cola Life, Abercrombie & Fitch, Lululemon and more

Posted by Shirley Brady on June 11, 2014 08:30 AM

TOP 5 STORIES

Coca-Cola Life, in green can, marks first new Coca-Cola in UK since Coke Zero launched in 2006. 

Abercrombie & Fitch revises mission to be more inclusive.

Amazon reportedly plans local services marketplace as eBay local deliveries may be in trouble.

Uber faces protest by London's black cab drivers. 

Lululemon founder calls for shake-up of board.

MORE BRAND NEWS

Apple, Starbucks and Fiat face EU tax inquiry, putting Irish government on defensive.

Audi tests real-time Snapchat content with ABC Family.

Beckham launches soccer channel for Sky Sports.

Bic crowdsources handwriting styles to create a universal typeface.

BP will fly first commercial drone in the US.Continue reading...

campaigns

Campaign Watch: Castrol, Pepsi, Old Navy, Xbox One and more

Posted by Shirley Brady on June 5, 2014 01:01 PM

Castrol's new stunt video goes viral and racks up more than 5 million views.

Below, Australia's Creative Fuel conference spoofs creatives, creatively, and more:Continue reading...

now hear this

Sergio Marchionne Shoots Straight, Even If It’s At Some of His Own Models

Posted by Dale Buss on May 23, 2014 05:36 PM

Back in the Eighties, cigar-chomping Chrysler CEO Lee Iacocca was known for his candor, and the brand even capitalized on it in commercials. “If you can find a better car, buy it,” was one of Chrysler’s tag lines, uttered in ads by Iacocca himself.

Now in the Teens, sweater-donning Fiat Chrysler CEO Sergio Marchionne has adopted the mantle of candor on behalf of his company and has built a reputation as the most straight-shooting auto chief in the world. It helps that he’s been able to engineer a comeback for Chrysler and survival for Fiat in a troubled European auto market, so any Marchionne utterance can be as significant as it is direct.

Two new examples emerged this week as Marchionne weighed in on a couple of issues that are especially big for the auto industry if not so monumental right now for Fiat Chrysler: recalls and EVs.

“I hope you don’t buy it,” Marchionne quipped this week about the new $32,650 Fiat 500e, a well-executed electric vehicle, “because every time you do it costs me $14,000.”Continue reading...

brandcameo

Brandcameo: Watch Godzilla Eat, Crush and Terrorize 16 Brands

Posted by Abe Sauer on May 13, 2014 02:39 PM

Every few years it seems, Godzilla pops up again to do what he's always done. No, not destroy metropolises. Pitch product.

While there is already speculation about whether or not this year's Godzilla reboot will flop badly enough to kill the movie franchise, one thing is for sure, Godzilla will always be back as the spokescreature for something. After all, the big guy has had a far more lurcrative career in advertising than in Hollywood.

Below, a look back at some of Godzilla's greatest hits, and a peek at the product placement in store for the new Godzilla movie.Continue reading...

brand news

Brand News: AT&T, Coca-Cola, Google and more

Posted by Dale Buss on May 13, 2014 09:39 AM

TOP 5 STORIES

Brands to Watch

AT&T said to be in “advanced talks” to acquire DirecTV for $50 billion.

Coca-Cola increases stake in Keurig to become largest shareholder.

Google must delete some sensitive information if asked, Europe rules.

FCC Chairman will revise net-neutrality rules to prevent “fast lanes” as activist campaign ramps up.

Forever 21 dives deeper into cheap, trendy clothes with new F21 Red retail concept.

MORE BRAND NEWS:

Audi makes London showroom a tech-rich showpiece for brand.

Chrysler posts huge net loss after costs of completing merger with Fiat.

Cisco launches connected billboard in San Francisco.

Credit Suisse could be facing fines of $2 billion for helping US residents avoid taxes.Continue reading...

branding together

Apple Enters Uncharted Waters with Reported Beats Brand Acquisition

Posted by Sheila Shayon on May 9, 2014 01:07 PM

Apple may soon be marching to a new beat as it closes in on its largest acquisition ever: the $3.2 billion purchase of Beats Electronics LLC.

Founded by music producer Jimmy Iovine and hip-hop celeb Dr. Dre, Beats is known for its premium Beats by Dre headphones and streaming music service, Beats Music, which launched in January. The headphones alone, which can cost consumers upwards of $300, have become a status (and fashion) symbol in the hip-hop community and beyond, and have posed a great challenge to headphone-makers like Skullcandy.

Apple, of course, produces its own earbuds for use with its iPhones and iPods, but recently partnered with Beats for the iPhone 5S release in November. The company has been under pressure from investors and consumers to bring innovative new products to market.

As the Wall Street Journal observes, Apple shook up the music business in 2003 with the launch of the iTunes music store, but now it's the disrupter that's being disrupted.Continue reading...

brand strategy

Fiat Chrysler Plan Meets With Skepticism—Especially Making Chrysler a Star

Posted by Dale Buss on May 7, 2014 05:17 PM

Of all the grand plans that Fiat Chrysler CEO Sergio Marchionne wove for investors and journalists as he revealed the company's new five-year plan at FCA headquarters in Michigan this week, the most ambitious—some might say fanciful—may be his objective of restoring Chrysler as a mainstream rival to the biggest brands in the U.S. auto industry.

For an industry that likes to play its car(d)s close to the vest, it takes guts to reveal your playbook—and even more determination from the top to the lot to execute those plans.

So analysts, investors and other stakeholders listened closely as Marchionne not only laid out his own plans to stay at the helm until 2018 but also spelled out specific goals for each of the brands within the newly merged entity. While skepticism ran high, his most achievable goal may be his plan to make a truly global competitor out of Jeep, a repositioning that already was underway and that will be amplified and accelerated by the product plans Marchionne detailed.Continue reading...

auto motive

#FCA5: Marchionne Unveils 5-Year Plan for Fiat Chrysler Brands

Posted by Dale Buss on May 6, 2014 10:01 AM

When Fiat Chrysler CEO Sergio Marchionne hatched the company's first five-year plan in 2009, he was cut some slack because most constituencies were just happy Chrysler was still in business after going bankrupt.

But while sales for Chrysler and its brands in the U.S. have recovered far beyond the hopes of most of its executives, employees, and dealers at the time, the company has performed far less impressively where it's going to count most for the long term: molding a family of solid and differentiated brands, each with product lineups that not only justify each marque's existence but stand out on the vehicles' respective merits as well.

So anticipation is high for Marchionne's analyst day briefing today at Chrysler group HQ in Auburn Hills, Michigan (follow the conversation with #FCA5).

In addition to officially revealing the new Fiat Chrysler Automobiles corporate logo, Marchionne and his brand leaders will outline how FCA plans to transition from successful survivalist to transformed titan and ensure a long-term future in a global auto business that continues to get more competitive, detailing specific goals and sales targets across its marques.Continue reading...

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