Posted by Mark J. Miller on February 4, 2013 03:02 PM
Harley-Davidson is a modern-day symbol of rebellion and anti-authoritarianism. But over the 110 years of its existence, that hasn’t always been true. Thousands of Harleys were sent along with U.S. troops to World War I and World War II, for instance.
But somewhere along the way, in the rise of outlaw motorcycle clubs like the Hells Angels, the Harley picked up a brand of rebelliousness — and over time, the company has milked that for all it's worth.
This year, as the company marks its 110th anniversary, it's partnered up with Kid Rock, whom it calls a “legendary musician and ‘American Badass.” For starters, the brand is serving as the sponsor of Kid Rock’s 60-city Rebel Soul tour, which began over the weekend.Continue reading...
Posted by Shirley Brady on January 31, 2013 01:04 PM
Budweiser has unveiled its full Super Bowl ad — a rare move for the brand — ahead of Game Day on Sunday.
Titled "The Clydesdales: Brotherhood," the spot heralds the return of Bud's iconic horses, and features its youngest member, who was a week old during the commercial's shoot at the brand's Grant Farm stables.
The spot also promotes a Twitter hashtag, as more Game Day ads will feature this year: #Clydesdales. Watch below.Continue reading...
Posted by Mark J. Miller on January 30, 2013 02:06 PM
Need some tweezers? How about a toothpick? Maybe a bottle opener? Magnifying glass? Fish scaler? Pliers?
Depending on what version of the Swiss Army Knife you buy, you can get them all — along with plenty of other handy little tools in one place.
Those days, though, appear to be coming to an end for one Swiss Army Knife brand. Wenger SA, which has been making the knives since 1893, announced Wednesday that it is cutting the cord on the business, Bloomberg reports.Continue reading...
detroit auto show
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...
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
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...
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...
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...