celebrity brandmatch

Polish Banks Battle Over Celebrity Endorsements

Posted by Mark J. Miller on June 3, 2011 03:00 PM

If New Zealand ends up banning brand endorsements by celebrities, they can always head to Poland.

Polish banks are on a spending spree so far this year to hire celebrity endorsements, such as Antonio Banderas, to bring the funny to the business of money.Continue reading...

social marketing

Capital One Visigoths Ransack FarmVille

Posted by Sheila Shayon on June 3, 2011 02:00 PM

Visigoths may have settled west of the Black Sea in the 3rd century A.D., but now the barbarians are ransacking FarmVille on behalf of Capital One.

Using the unruly early Germans in its advertising has proven a brand bonanza for Capital One. Now, the credit card brand is bringing limited edition virtual Visigoth items to FarmVille players for one week.

Players with a Visigoth statue on their farms receive coveted “Double Mastery” points on harvested crops and trees, augmenting the rate at which they can advance to higher levels in the game.  

Additional access to branded clothing – a Farmville first – lets players outfit their avatars with  Visigoth costumes (male and female), and earn “Farm Cash” by interacting with Capital One TV ads featuring the Visigoths, characters that were introduced by the brand in 2000.

Capital One’s social media activities, as with many financial service companies, are limited by regulations, but now they’ve joined the ranks of 7-Eleven, DreamWorks and Lady Gaga in digging into FarmVille with a branded tie-in.

Will Ostrogoths be next?

celebrity brandcasting

New Zealand Debates Banning Celebrity Endorsements

Posted by Mark J. Miller on June 3, 2011 01:30 PM

And in other New Zealand news today...

At one point in broadcaster Richard Long’s run from 1988-2003 with Television New Zealand, the network tried to move him from his weekday 6 p.m. slot to the weekends. Public outcry was so loud that he was moved back to the evening edition.

Since retired, Long’s name has been coming up a lot lately in the halls of New Zealand government. He was hired as a spokesman to promote Hanover Finance a few years back, a company that ended up collapsing. 3News of New Zealand reports that the collapse left “16,000 New Zealanders half a billion dollars out of pocket.” (Long, claiming he suffered too with a $50,000 loss, announced he was "really sorry.")Continue reading...

follow the money

Google Reaches for Your Wallet

Posted by Sheila Shayon on May 26, 2011 04:00 PM

Last week, Google launched a new service, Google Advisor, to help consumers make money decisions and compare financial products: credit cards, CDs, checking, and savings accounts.

Today, the search giant unveiled its own financial product, Google Wallet, at a press conference in New York, with partners Citi, MasterCard, First Data and Sprint, sharing the stage.

Can Google Banking be far behind?Continue reading...

social media watch

The Word on the Tweet: From Wall Street to Social Stock Tips

Posted by Sheila Shayon on April 11, 2011 01:30 PM

Twitter is emerging as a growing player in financial circles as tweets can be analyzed for “sentiment signals" and used "to predict short-term changes in broad stock market indices.” 

That's from a New York magazine article titled "Investors Slobber Over Cayman Island Hedge Fund That Predicts Stock Market Based on Twitter."

It's not entirely a new idea. StockTwits already touts its Twitter-based service as "Real Investors. Real Ideas. Real Time."Continue reading...

license to thrill

Q&A: How to Make Brand Licensing a Knock-Out

Posted by Abe Sauer on December 22, 2010 02:00 PM

Here at brandchannel, we love the idea of brand licensing. Indeed, after all the work of building a strong, championed brand, why not leverage it a little?

The key is "a little." All brand owners dream of seeing their brand cross that line where consumers begin to willingly self-identity with it, whether that's by wearing a t-shirt or using a brand-licensed credit card.

Consider Trump licensing his name in India, or Everlast licensing to Sears. Everybody's doing it. One category of brands making substantial changes to the brand licensing approach is the automotive sector.

Ford and Lamborghini just launched online marketplaces to sell their merchandise in addition to already established relationships at retail outlets.

Intrigued to find out more, we interviewed Michael Stone, founder and CEO of brand licensing specialist Beanstalk, which has worked with Ford, Harley-Davidson, Land Rover and Stanley, about the benefits and pitfalls of brand licensing as a marketing tactic.Continue reading...

follow the money

Study: Financial Brands Overlook "Unsuspecting" Millennials

Posted by Barry Silverstein on November 17, 2010 10:00 AM

Not surprisingly, trust in financial institutions has nose-dived since the recent worldwide financial meltdown. 

Research firm Mintel Comperemedia says less than one-third (only 28%) of respondents in a new study say they trust the financial services industry and the company suggests that "much of the trust that many brands enjoyed over decades has eroded and that will have to be re-earned." 

An added challenge for such institutions is the fact that there are simply too many investment choices; consumers "are afraid to make a bad decision and choose the wrong product."

What's a bank, investment firm or insurance company to do?Continue reading...

brand news

In the News: AIG, Ford + more

Posted by Dale Buss on August 31, 2010 09:00 AM

Brands in the news:

* AIG's sale of Taiwan unit is on the brink of collapse.

* Autodesk will reintroduce its AutoCAD design software for Macs.

* Capital One is preparing customers for end of Chevy Chase Bank name.

* The Emmy Awards may eliminate miniseries and other “long-form” categories after HBO cleaned up (yet again) this year.

* Exelon is buying John Deere's wind energy unit for $900 million.

* Ford sets its sights on India as a market for sales and a hub for technological innovation.Continue reading...

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