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brand news

In the News: Apple, Google, Pringles and more

Posted by Dale Buss on February 10, 2012 09:04 AM

In the News

Apple, now worth more than Google and Microsoft combined, is hit with stores protest over Foxconn treatment of workers in China, while fans anticipate new iPad and iPhone models.

Barclays caps bonuses as profit falls.

Beyonce and Jay-Z move to trademark daughter's name.

Bing and Viggle partner for second-screen Grammy effort.

Citibank bill-pay app charged some users twice, bank concedes.

Continental pushes past Southwest in customer loyalty.Continue reading...

brand news

In the News: American Airlines, Pfizer, GM and more

Posted by Dale Buss on February 2, 2012 09:01 AM

In the News

American Airlines parent AMR plans to cut 13,000 jobs and pensions.

Apple's iPhone 5 may be coming in June.

Benetton family plans to take retailer private.

Deutsche Bank profit tumbles on European debt crisis.

Facebook sets stage for historic IPO as valuation game begins.

GM cancels half of upfront ad commitments in cost-cutting move.

Google responds to Microsoft criticism of privacy policies.Continue reading...

brand strategy

Old Spice Guy Returns ... at P&G's Annual Meeting

Posted by Dale Buss on October 11, 2011 06:04 PM

The Old Spice Guy isn't quite dead and buried yet. He made a new appearance today, of sorts — at the annual meeting of Procter & Gamble, where he was praised by company executives for helping boost fiscal-year growth.

The Old Spice Guy campaign, starring ex-footballer and rising actor Isaiah Mustafa, was cited by P&G in video vignettes (including the one above) that were played at the meeting in Cincinnati as a marketing coup that boosted interest in the brand, and sales, that contributed to organic growth of 4 percent and core profits of 8 percent for P&G during its fiscal year ended June 30.

"It's good but not yet great," P&G CEO Bob McDonald said about the company's financial results overall, according to the Business Courier Serving Greater Cincinnati. "We don't settle for 'good' in this company." Indeed. P&G didn't get to become the world's presiding CPG giant by settling for anything.Continue reading...

sports in the spotlight

Verizon, Gillette Among Brands Seeing a Bump from Jeter’s 3,000th Hit

Posted by Mark J. Miller on July 11, 2011 12:00 PM

While Toyota's logo was prominent as Derek Jeter discussed his history-making 3,000th hit with reporters on Saturday, it was Verizon that found itself a surprise benefactor of New York Yankees shortstop Derek Jeter's historic home run and 3,000th hit on Saturday.

The hit happened to be a home run and was grabbed by 23-year-old Verizon employee Christian Lopez, whose kind act of just returning the ball to Jeter and not holding it ransom or selling it for big bucks has put a good glow on his employer as well.Continue reading...

social commerce

P&G's Social Commerce Goal: A 'Living Learning Lab'

Posted by Sheila Shayon on June 23, 2011 01:00 PM

P&G has upped its F-commerce game with new Facebook stores for Tide, Gillette, Olay, Gain, CoverGirl, Luvs and Febreze, mixing social with detergents, cosmetics and diapers in a bid to fish where the fish are — and make it convenient for them to swim up to the checkout.

P&G's pilot store launched on Facebook last year, powered by Amazon, but now, the e-commerce functionality is being outsourced to PFSWeb's eStore, the CPG giant's independent online e-commerce site selling its branded products directly to consumers.

“Shop now” buttons on each brand page link to a retail page for e-commerce with a splash tab inviting fans to “Purchase on Facebook through these trusted retailers.”Continue reading...

viral buzz

Viral Video Watch: Gillette Gives Roger Federer a Giant, Close Shave

Posted by Michael Waltzer on June 22, 2011 05:30 PM

What can one shaving brand (Gillette) do with 3,000 litres of paint, 2,800 square meters of field, 1,000 litres of foam, laser-guided robots and Roger Federer? Give the tennis star the biggest (and if not closest, certainly most unique) shave of his life.

Knocking on 90,000 hits since Gillette UK posted the video as a Wimbledon kick-off viral clip, the brand recreated Federer's face in a giant field in London. After the paint went on, foam was sprayed on his beard area, and then mowed off, followed by a giant Gillette razor. The Facebook stunt was green in more ways than one: the paint used was 100% biodegradable, and the foam used was also non-toxic and biodegradable.Continue reading...

sports in the spotlight

Gillette, Boston Bruins Go on a Stanley Cup Bender

Posted by Abe Sauer on June 20, 2011 07:00 PM

In the best pro sports branding tie-in of the year, Stanley Cup-winning NHL goalie Tim Thomas showed up at Gillette's World Shaving Headquarters in Boston to say goodbye to his "playoff beard" in a charity event.

Thomas can be seen foamed up with the Gilette safety razor scraping his face in a video from Boston's ABC news affiliate, which is not embeddable because, apparently, WCBVtv news producers hate the web... and Gillette.

The 110-year-old Gillette brand is still headquartered in Boston even though it was acquired by Procter & Gamble in 2005. Gillette's name, of course, permeates Boston-area sports. The brand has naming rights for the Gillette Stadium just outside Boston, home of the New England Patriots football and Revolution soccer teams.

Gillette wasn't the only brand getting a tie-in boost from Lord Stanley and his hallowed cup o' hockey.Continue reading...

brand essence

Brands Smell Opportunity in Scent Marketing

Posted by Barry Silverstein on June 14, 2011 12:00 PM

Brand marketers have long been intrigued with the use of scent as a potential differentiating feature. Maybe it all started with Smell-O-Vision, an ill-fated technology that was used to pump different smells throughout movie theaters in 1960. Smell-O-Vision stunk — it died after just one movie.

Nowadays, scent is a key part of any number of beauty and cosmetic products, typically targeting women. Increasingly, though, scent plays an important role in men's products, especially deodorants. And the latest innovation is a masculine knock-off of a concept that was first aimed at women in 2005 — the scented razor.Continue reading...

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