brand aspiration

Why Harley-Davidson Risks Being Run Over as a Lifestyle Brand

Posted by Barry Silverstein on May 11, 2011 04:00 PM

In the branding world, becoming a "lifestyle brand" is seen as something akin to grabbing the golden ring. If a brand can represent a particular lifestyle, the theory goes, it can gain a huge competitive advantage over other products in its category, because the lifestyle brand connects with consumers on a very personal level.

Harley-Davidson, for example, may be a motorcycle brand, but it embodies a lifestyle that creates fanatics who live and breathe the brand and what it stands for. Case in point: "Harlistas," the moniker for Latin American Harley riders, as highlighted on Harley's website and above.

As much as it may seem desirable to have consumers identify their lifestyle with a favored brand, now, it seems, that very strength can actually be a liability.Continue reading...

brand news

Brands to Watch: Schwarzenegger, Palin, Facebook and more

Posted by Shirley Brady on May 10, 2011 06:30 PM

Brands to Watch

Maria Shriver (who recently hinted she's in transition) and Arnold Schwarzenegger prepare to divorce as he announces movie comeback and their son Patrick responds on Twitter.

Bristol Palin lands reality show on History Channel's BIO cable channel.

Facebook asks to be exempt from US political advertising rules.

Audi launches roadside assistance app.

Australian advertisers face opposition on self-regulation and children's marketing.

BMW launches eBay store in the UK.Continue reading...

viral buzz

Viral Video Watch: Pepsi Bends It Like Bendham

Posted by Michael Waltzer on April 11, 2011 03:30 PM

Over the weekend, this Pepsi clip starring David Beckham became one of YouTube's most-shared videos. The video shows the British soccer star relaxing (with a camera crew watching) between takes on a Diet Pepsi commercial, and landing three balls in three distant garbage cans after carefully placing the can, logo toward camera, in the sand.

It recalls Gillette's popular (8.2 million views and counting) trickshot video featuring Roger Federer from 2010, complete with a heated debate — just scan the comments on YouTube and Facebook — over whether or not Beckham's stunt is real or fake.

brand news

In the News: ING, NPR, Adidas and more

Posted by Dale Buss on March 9, 2011 09:00 AM

In the News

AARP sues over reverse mortgages. 

Adidas opens women's concept store in Seoul.

Asahi hits roadblock in Australia push.

BMW to expand lineups of EVs and hybrids.

Daimler and Rolls-Royce launch bid for Tognum.

Dynegy faces Chapter 11.Continue reading...

going green

Climate Change and Brands: A Report Card

Posted by Sheila Shayon on March 8, 2011 12:00 PM

When it comes to climate change, consider the conversion of Admiral David Titley, Chief Oceanographer and Navigator of the US Navy. The former climate skeptic is now a climate crusader, convinced that this issue is the greatest challenge of the 21st century.

According to one estimate, about two-thirds of Interbrand's latest ranking of the top 100 best global brands could step up on the climate change front.

The research firm's new "Cool Brands versus Hot Brands" report (here's a .pdf) assesses the world's leading brands on their current and long-term policies around sustainability, carbon emissions, and specifically climate change.

An estimated 69% lack adequate policies, management systems and reporting, according to the analysis by EIRIS, which is short for Experts in Responsible Investment Solutions.Continue reading...

celebrity brandmatch

Study Begs Brands to Stop Paying Charlie Sheen to Endorse Things

Posted by Abe Sauer on January 17, 2011 06:00 PM

Gwen Stefani for HP, Michael Jordan for Hanes, Dr. Dre for HP, Peyton Manning for Sony, Lady Gaga for Polarioid, Lance Armstong for Radio Shack, Michael Vick for… ArTran?

A new study confirms what a lot of people on both ends of the advertising paradigm suspect: celebrity endorsements aren't worth it. My colleague Sheila Shayon earlier pondered this question — find out why the evidence is swinging in favor of taking back the swag bags and shutting down the gravy train.Continue reading...

celebrity brandmatch

Is the Love Affair Between Celebrities and Brands Over?

Posted by Sheila Shayon on January 17, 2011 04:15 PM

Every day brings more news of brands signing up celebs as the face and ambassador of their product or service. But with Fifty Cent making almost $8.8 million from a single tweet — if that estimate is to be believed — it has to be asked if the power of celebrity endorsements still holds true. The Kardashians' kollective future is riding on it!Continue reading...

digital marketing

P&G Opens Virtual Clubhouse for Men to Figure Out What Women Want

Posted by Sheila Shayon on January 14, 2011 04:00 PM

Procter & Gamble is offering men tips on relationships, parenting, cooking, cleaning and health in Man of the House, a digital marketing initiative centered around a microsite that subtly promotes its brands in a "Girls Keep Out!" setting. 

Promotions and "house ads" for its brands such as Gillette are found alongside original content, including frank videos (such as the "Ask a Pregnant Lady" series, above), blog posts, articles organized by channel (such as money and career) and other guy-to-guy subjects.Continue reading...

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