2014 Brandcameo Product Placement Awards

brand revival

Does BusinessWeek Round Out Bloomberg's Financial Media Empire?

Posted by Abe Sauer on October 19, 2009 10:45 AM

New York Mayor Michael Bloomberg's media conglomerate just bought him a new toy, BusinessWeek magazine. Now, what will the Bloomberg financial information brand do with it, besides change its name to Bloomberg BusinessWeek?

BusinessWeek itself asks, and partly answers, the question of whether Bloomberg can extend beyond its core. The Bloomberg market data news and info service currently reaches a very select group of about 300,000 subscribers. Meanwhile, BusinesWeek's paid circulation is nearly one million, with nearly five million total readers worldwide.

There is no doubt Bloomberg is looking to take its brand beyond the expensive, highly-focused services it currently offers. Maybe BusinessWeek can help transform it into a full-blown financial services media empire, offering everything from technical data on the markets to profiles of corporate titans?Continue reading...

brand recycling

Royal Bank of Scotland Pulls Williams & Glyn's Out Of Retirement

Posted by Barry Silverstein on October 14, 2009 01:42 PM

What does a financial institution do when it runs into trouble? Apparently, the simplest solution is to rebrand.

In the US, embattled insurance giant AIG changed the names of various divisions to create distance from the parent company. AIG's property and casualty business, for example, became Chartis. General Motors' GMAC financial unit was re-named Ally Bank, to eliminate the distasteful association with a bankrupt automaker.

Now Royal Bank of Scotland (RBS) is planning to extricate itself from a mess with the European Commission with a simple name change. The Commission is forcing RBS to dump 312 of its branches in England and Wales. RBS plans to change the name of those branches to Williams & Glyn's, to make them more attractive for sale.Continue reading...

follow the money

Will Nomura's Caution Catch On In US?

Posted by Stephanie Startz on September 28, 2009 02:13 PM

Can a new global bank emerge from the last big banking crisis to wrestle away business and prestige from bailout-tainted mega-banks? Nomura Holdings hopes so.

Positioning for dominance with the newly-added weight of Lehman's Asian, European and Middle East operations, Nomura has been accumulating talent, shoring up capital, and signaling its intent to expand in its current markets while developing opportunities in the US.

Nomura faces several short-term challenges. The brokerage wisely shut down its US-based mortgage-backed securities unit in 2007, but the subsequent downfall in the Japanese market -- due to Lehman -- forced the bank into a sell-off.Continue reading...

best global brands

Barclays Makes A Healthy Snack Of Lehman

Posted by Stephanie Startz on September 21, 2009 04:11 PM

Will Barclays lead the next generation of global financial brands? Barclays president Robert E. Diamond Jr. says so: "Our aim is clear: to be the premier global investment bank." The new Best Global Brands 2009 report from brandchannel's parent Interbrand calls the bank a "brand to watch," but the WSJ reports it has a few hurdles to clear before claiming ascendancy.

Relatively fresh-faced, Barclays has weathered the economic crisis with not just a strong balance sheet, but an increased reputation. Despite its failed attempt to save Lehman, the bank is viewed positively for absorbing many of Lehman employees.Continue reading...

best global brands

Can Fallen Giant UBS Restore Trust By Reviving Paine Webber?

Posted by Stephanie Startz on September 18, 2009 12:30 PM

While 2009 was rough for many brands, none lost more ground in Interbrand's Best Global Brands study this year than UBS, down 50% in Brand Value, an index that factors in brand revenue, brand earnings, and a measure of brand strength. (To be fair, Citigroup's decline of 49% is about as steep.)

So, should UBS drop its name and revive "Paine Webber"? Has "UBS" become the ValuJet of finance?

CNBC's Charlie Gasparino and The Business Insider's John Carney both expect the beleaguered Swiss bank to rebrand. Each has suggested that if former Merrill Lynch brokerage chief Robert McCann convinces a court to let him break his non-compete agreement with former employer Bank of America to head UBS's brokerage unit, he will rename it Paine Webber, the retired name of the stock brokerage and asset management firm UBS aquired in 2000. Initially, the merged conglomerate was called "UBS PaineWebber"; in 2003 "Paine Webber" was dropped in place of "UBS Wealth Management USA." Continue reading...

nation brands

US-Canada Trade War Threatens Core Brands

Posted by Reneé Alexander on September 17, 2009 10:12 AM

When is a free trade agreement not a free trade agreement? In the wake of “Buy American” provisions contained in Washington’s $787 billion stimulus plan, some companies on both sides of the 49th parallel are wondering.

Designed to give U.S. firms a leg up on foreign competitors, as the country struggles to recover from the biggest downturn since the Great Depression, the provisions are accused of seriously denting the biggest trade relationship both countries have, and of defying the 1988 Free Trade Agreement. Canadian critics warn that unilaterally breaking a treaty damages the core U.S. brand, since international trade depends on relationships and trust.Continue reading...

brand trainwrecks

Will Rebranding Rescue AIG's Future?

Posted by Barry Silverstein on September 15, 2009 02:30 PM

In 2007, AIG, with a brand value of over $7 billion, led all insurance companies in BusinessWeek's ranking of global brands. But today, "AIG has become the Enron of brand names," according to author Liz Goodgold. "The brand name is what people remember and that name is forever tainted."

Maybe that's why every division of the embattled financial services company is scrambling to distance itself from those three initials. The automobile insurance division was renamed 21st Century Insurance before it was sold to Farmers Insurance Group. AIG Annuity has been re-christened Western National Insurance. And AIG's property/casualty business is now operating under the newly introduced brand name Chartis, Insurancenewsnet reports.Continue reading...

brands that go bang

Gunmaker Finds Magic Bullet In "Cash For Clunkers"

Posted by Abe Sauer on September 14, 2009 10:59 AM

When wary consumers rushed out to take advantage of the Cash for Clunkers program, non-automotive brands took note. Now one brand is trying to capitalize with its own cash for clunkers program.

Sig Sauer, the American extension of Swiss-German gun manufacturer Swiss Arms AG, has launched a cash for gun clunkers program which, from now until December, will pay $200 to anyone trading in an old gun for a new Sig Sauer model. Like the auto version, the Swiss Arms AG program sets limits for what defines a clunker: guns must be  "free from cracks in frame or other key components… must be a semi-auto pistol 9mm or larger, or revolver of .38 caliber or larger.”Continue reading...

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