game change

Monopoly's Game-Changing More Than Just a Token Move

Posted by Mark J. Miller on January 10, 2013 12:47 PM

Hasbro's iconic game of Monopoly has taken on a bit of the feeling of Clue these days. Before the year is out, Monopoly players will need to say goodbye to one of their beloved playing pieces. Will it be the wheelbarrow, the thimble, or the shoe? Surely, nobody would willingly toss the dog, top hat, or racecar. Do the clothes iron and battleship have what it takes to stick around?

Like Clue, this mystery will be solved by those playing the game. Hasbro is fans consumers to weigh in on the Monopoly Facebook page and decide not only which playing piece isn’t even good enough to set itself on the lowly Mediterranean Avenue, but which one should replace it. The choices vary from diamond ring, guitar, toy robot, cat, or helicopter. Fans worldwide (the game is available in 111 countries and 43 languages) can vote once a day through Feb. 5.Continue reading...


Chevrolet Seeks to "Find New Roads" As It Sheds "Chevy Runs Deep" Slogan

Posted by Dale Buss on January 8, 2013 03:43 PM

As rumored late last year, GM is dropping Chevrolet's lackluster "Chevy Runs Deep" slogan and replacing it with a tagline and positioning that the brand's management team believes is more forward-looking and will be more effective: "Find New Roads."

In dumping the introspective "Chevy Runs Deep" tagline — introduced in 2010 with narration by dulcet brand voice Tim Allen, the comedic actor who's also a Michigan native — and adopting a more outward-looking brand positioning, the GM marketing brain trust is taking a number of steps simultaneously.

They're aiming for a new external positioning that can serve more global purposes as "the touchstone for the brand as it devleops new products and technologies for sale in more than 140 markets," according to a GM statement.

Notably, Chevrolet also is adopting "Find New Roads" as an internal rallying cry, an actionable objective for its engineers, marketers and other staffers around the world both for purposes of internal branding and employee engagement in the mission of the brand.

"What we need to do is bring this to life, and it needs to become the thrust of the brand," Alan Batey, GM's interim CMO and its vice president of U.S. sales, service and global marketing, told brandchannel. "That's why the internal alignment is the starting point." External applications of "Find New Roads" will begin globally later in the first quarter, he said.Continue reading...


Jeep Aims To Go Global Again Under Fiat

Posted by Dale Buss on January 2, 2013 05:11 PM

Election historians may yet argue about the impact of Mitt Romney's that ran in Ohio in November in which he attacked government-rescued Chrysler for planning to "build Jeeps in China." But there's no arguing which direction the Jeep brand is headed these days: all over the world.

In fact, expanding Jeep's nameplates and manufacturing footprint around the globe has emerged as one of the primary brand missions of Fiat and Chrysler CEO Sergio Marchionne as he tries to meld a wounded Fiat and a resurgent Chrysler into a single, durable survivor in a still-consolidating worldwide auto industry.

Some outsiders believe the strategy to elevate Jeep's status as a global brand makes sense. Since American-made Jeeps hepled liberate the world during World War II, the brand's succession of owners actually have done little to build upon a very positive initial reputation.Continue reading...

brand and bottle

Bacardi 150th Time Capsule Aims to Preserve Brand Through 2062

Posted by Mark J. Miller on December 17, 2012 06:03 PM

Bacardi turned 150 years old this year and after a slew of celebrations in the past 12 months that have surely left its 6,000 employees a bit hungover from time to time, the company threw one more party last week. This one commemorated the creation and burial of a Bacardi time capsule that will be opened in 50 years.

So what’s in the futuristic stainless-steel capsule that has been registered with the international Time Capsule Society and stands six feet long and is a foot wide? What will the great citizens of our planet unearth in 50 years? Well, there’s a “photograph of the remarkable gathering of nearly 500 members of the Bacardi family, representing eight generations, captured in a single moment encircling the iconic Bacardi bat logo at the family’s 150th anniversary party in Puerto Rico,” a press release states,” along with a “commemorative medal honoring Bacardi rum as the ‘World’s Most Awarded Spirit,’ an honor achieved with nearly 600 awards for great taste, quality and innovation.”Continue reading...


UC Logogate: The University of California Logo, Revisited

Posted by Shirley Brady on December 12, 2012 05:49 PM

"It really baffles me that, all of a sudden, one day, all these people decided to pay attention to the logo of the university system that manages their own specific university, which have logos of their own — which, by the way, are nothing to be graphically proud of — and that there is a sudden admiration of this system’s seal. I have never seen so many people so passionate about a seal. A seal that looks exactly like a hundred other university seals."

— Armin Vit of UnderConsideration's Brand New blog posts a rare follow-up to address the mob outcry this week over the new (actually, year-old) University of California corporate logo and visual identity. As Russ Hopkinson, interactive strategist at Team Detroit also tweeted today,"Has redesign of a known logo ever NOT sparked controversy?"

brand history

Aston Martin Gears Up for 100th Anniversary With Centenary Logo

Posted by Mark J. Miller on December 12, 2012 05:07 PM

When January 15 rolls around in the new year, it will mark a significant birthday for luxury auto brand Aston Martin: the company’s 100th anniversary.

It’s been shut down by world wars, owned by a few different entities, and nearly shut down production in the early 1980s when sales dwindled, but somehow the Aston Martin brand lived on. Only last week, Italian private equity firm Investindustrial picked up 37.5% of the company.

It's still an elite pleasure, with only 4,200 vehicles sold last year, according to Reuters. Likely helping to keep the brand alive has been its use by British secret agent James Bond in a number of films, including this year’s Skyfall, and Ian Fleming’s original books. The International Spy Museum in Washington, D.C., counts an Aston Martin as part of its collection.

To start getting fans in the spirit of its upcoming anniversary, the automaker posted a video on YouTube with its CEO giving a glimpse of the special 100th logo (check it out below) at a recent race. The centenary logo was “created to resemble a nautilus shell as each of the 100 years is represented by a point in the spiral,” according to reading...

brand history

Lacoste Invites Fans to Reinvent Iconic L.12.12 Polo Shirt on 12/12/12

Posted by Sheila Shayon on December 12, 2012 04:37 PM

Lacoste is celebrating its upcoming 80th anniversary — since founder Rene Lacoste unveiled the L.12.12 (get the timing?) — with a public invitation to help invent the Polo of the Future.

Fans can go to a bespoke website launching today and submit their vision of a futuristic polo shirt on the brand's Facebook page, with the most creative to be rendered by an artist and featured online. 

As more inspiration, its new commercial shows one vision of the Polo of the Future — a shirt that changes color with the swipe of a hand.Continue reading...


Let There Be Fight: University of California Logo Outrage Continues

Posted by Mark J. Miller on December 11, 2012 01:01 PM

There are lots of smart folks at the University of California who have brought up tons of innovations that have affected pretty much the rest of the world. In the past week, though, the corporate body that oversees the University of California's campuses has been getting plenty of ill feeling from its nearly 235,000-member student body (and plenty of others) because of one of its latest innovations: a change to its logo.

The logo, created internally by the university's internal marketing team in collaboration with students, consists of a large U with a C at the bottom with “University of California” written at its right. The old logo had much more of a traditional feel with an open book inside a circle and the school’s motto (“Let There Be Light”) and founding year (1868) prominently displayed. But even an extensive branding toolkit and Vimeo video hasn't convinced critics to adopt the new look.

The school claims that the old logo isn’t being ditched completely, the Los Angeles Times reports. It will still appear on diplomas and official letterhead. However, the seal, which was introduced way back in 1910, “does not reproduce well for many Internet uses and that it is often confused with variations created by the 10 individual UC campuses.”Continue reading...

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