detroit auto show

Chevy's New Stingray Gets Hearts Pumping for Corvette Brand

Posted by Dale Buss on January 16, 2013 06:55 PM

Talk all you want about German engineering, Japanese reliability and Korean ambition in the high-end automotive market. When it comes to getting the blood of car enthusiasts pumping, there's nothing quite like the Chevrolet Corvette.

Car aficionados continue to create buzz around Chevy's introduction of the seventh-generation Corvette at the North American International Auto Show in Detroit this week, the so-called C7. GM is deliberately invoking some of the 60 years of the car's history by calling its new version the Stingray. It harkens back to a special version of the Corvette in 1963 that set the design standard for the overmuscled sports car for the last half century.

Corvette has been known as the life's aspiration of a plumber or a gym teacher — its typical buyer is a white male in his 50s. But automotive journalists this week are hailing the new Stingray as a revelation: a car that simultaneously remains worthy of the Corvette's heritage but that also introduces a sort of panache — and the kind of technology — that should broaden its appeal with other emographics that wish to buy expensive cars.Continue reading...

brand challenges

HMV Fights to Save "Well-Loved Brand" From Collapse

Posted by Mark J. Miller on January 15, 2013 02:12 PM

While some version of HMV has been fighting the good fight for recorded music since the late 1800s, it looks like the retail chain’s ability to lift its fist to the air could soon be coming to an end.

While the brand outlasted plenty of other music retailers (Tower and Virgin come to mind), HMV is finally joining all those that have gone before it, seeking the British equivalent of bankruptcy protection and halting trading of its shares on Tuesday in the hopes that it will find a way to survive.

Not much has worked for the company since it started attempts to adapt back in 2007. Books, DVDs, and computer games are all not selling well there, either. As the BBC reported, the company failed to draw new customers as it broadened its offerings, causing disappointment among its core consumer base as CDs made room the number of CDs they could offer because of all of the new products.Continue reading...

sip on this

Lipton Refreshes US Branding as Starbucks Heats Up Tazo, Teavana Tea Brands

Posted by Dale Buss on January 11, 2013 03:01 PM

Lipton is going back to basics, in a way, to add new aroma to its U.S. tea business with the first marketing campaign behind its staple black-tea products in America in nearly a quarter-century.

Lipton—the biggest name in tea globally, at over 100 countries and 100 years old—also has held on to its lead in the US CPG dry-tea market for decades, despite essentially having ignored its basic black teas in a marketing sense.

Now, the Unilever-owned brand has launched a campaign aimed at getting US tea consumers to "Drink Positive" (a play on "Think Positive") and to appreciate the uplift that tea can give them. It's also a move to increase the number of tea-drinkers by skewing younger.

The integrated campaign by DDB New York includes TV, digital (liptontea.com, its US Facebook page, Instagram and Twitter) and a visual refresh by making the iconic Lipton packaging a more vibrant shade of yellow.Continue reading...

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...

automotive

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...

automotive

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...

logo-a-gogo

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?"

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