2014 Brandcameo Product Placement Awards

customer relationship management

Citigroup Must Regroup And Address Confusion

Posted by Dale Buss on February 22, 2010 03:58 PM

Desperate times, bank closings around the world, entire nations teetering on the brink of insolvency, and just general global financial meltdowns leave consumers feeling a bit edgy. That isn’t good for the brands that are helping to make them feel that way – including bailed-out banks like Citigroup.

And so it’s little surprise that Citigroup has stirred up a hornet’s nest of anxiety with a new communiqué to customers that is foreboding, at worst, and confusingly arcane, at best. It’s just not the kind of thing that a major bank brand should be doing as it tries to redeem itself in the eyes of American consumers.

For its part, Citigroup blames the feds.Continue reading...

stake your turf

Nucor Now A Bigger US Steel Brand Than US Steel

Posted by Anthony Zumpano on January 28, 2010 02:42 PM

Though the steel industry endured a weak 2009, the Charlotte-based Nucor Corporation can boast that it has finally surpassed US Steel as the largest American steelmaker by sales – dealing the city of Pittsburgh, once synonymous with the steel industry, a devastating blow.

US Steel, as much an American institution as Ford or General Motors, saw its earnings sink as automakers descended into financial peril. However, Nucor’s latest earnings report proves that bad news can be good news if your competitor’s news is even worse.Continue reading...

brand ambassadors

Ameriprise Uses Familiar Faces To Promote Its Brand

Posted by Barry Silverstein on January 26, 2010 01:25 PM

A few years ago, Ameriprise launched an ad campaign featuring actor Dennis Hopper, backed by music from the 1960s. It pitched retirement planning and was squarely aimed at Baby Boomers. The campaign was upbeat and humorous, appropriate for a time before the 2008 financial meltdown.

Now Ameriprise is back with a decidedly different tone, more in tune with today's financial environment.Continue reading...

penny-wise, brand foolish

How Do You Solve A Problem Like Goldman?

Posted by Russ Josephs on January 21, 2010 05:01 PM

Remember the "Simpsons" episode when Mr. Burns decided he felt bad about all the money he was making while the rest of the town suffered, so he decided to give everyone in Springfield five thousand dollars? Me neither. That’s because it never happened. And if even a fictional money grubbing billionaire is keeping every penny to himself, why would the real world equivalent do anything differently?

The truth is they wouldn’t. At least, not anything so altruistic. In response to Thursday’s announcement that Goldman Sachs (dubbed “sacks of gold” by some) achieved record profits in 2009, at a time when recessionary woes, high levels of unemployment, and a general economic malaise has blanketed the country like nuclear fallout, the company decided to scale back the amount it had set aside for bonuses.Continue reading...

celebrity brandmatch

Accenture Erases All Evidence Of Tiger Endorsement

Posted by Abe Sauer on December 18, 2009 09:50 AM

"Accenture has ended its endorsement deal with Tiger Woods. And just when I had almost figured out what Accenture means." That was Stephen Colbert's lead joke recently. It is just one more jab at the consulting firm's ill-fated relationship with the embattled golfer.

Wait, what relationship? We don't know what you're talking about... says Accenture. 

Accenture is de-Tigerizing itself at an impressive pace, reports the New York Times.

"On Sunday, hours after Accenture ended its sponsorship deal, the golfer’s face was replaced by an anonymous skier on the company’s home page. His name was scrubbed almost completely from the rest of the Web site."Continue reading...

brand partners

Wedding Central And Geico Get Hitched

Posted by Sara Zucker on December 17, 2009 02:07 PM

Marriage is the blessed union of two souls, so it's fitting that Wedding Central has found a partner -- not for life, but a year. Call it a starter marriage.

Geico and Wedding Central have signed a one-year sponsorship agreement, the first such arrangement for Wedding Central, a Rainbow Media start-up property.

Set to begin in the first quarter of 2010, Geico's ads will run throughout the day on the network.

“Timing is everything in life,” said Geico's director of advertising, Bill Brower. “We want to be there for people going through significant lifestyle changes. When people get married, they are likely rethinking their insurance needs. We see this as a great opportunity to reach people in this stage of life and hope they consider Geico when planning their lives together.”Continue reading...

lather, rinse, rebrand

Harvard Business Review Tries To Avoid Namesake's Blunders

Posted by Abe Sauer on December 11, 2009 04:10 PM

The Harvard Business Review magazine has not changed much since its founding in 1922. Begun as a compendium of Harvard Business School research, the magazine remains data heavy, deep, and long. That is to say, meaningful. Well, not anymore.

Harvard Business Review is sexying itself up by adding columnists and "lighter features." The iconic cover that has always listed the articles contained in each issue is being redesigned to add a sense of mystery and curiosity to the content. There will also be an increased focus on providing content online. Finally, each quarter, the magazine will feature a half-naked centerfold from the business community (not really). But there are big changes afoot, and even bigger risks. Continue reading...

brand survivors

JC Penney's Fortunes Follow The US Economy

Posted by Barry Silverstein on November 19, 2009 04:42 PM

Retailer JCPenney has been as reliable a barometer of US economic swings as any, according to Financial Times. Penney's store sales have tracked almost precisely with economic ups and downs. Penney's sales dropped in the summer of 2007 during a retail slowdown, and again sagged in September and October 2008 after the Wall Street meltdown.

Now Penney is hoping the holiday season will put an end to economic doldrums in the U.S. and is readying a different strategy from last year, when it aggressively discounted its merchandise to move inventory. This holiday season, Penney will offer promotions, but will try to be more selective.Continue reading...

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