Posted by Dale Buss on August 9, 2013 10:50 AM
Nick Cannon and the Honda Civic are both having very good years. So why not put them together and see what they can accomplish in a new marketing campaign for Honda Civic that is aimed at both the African-American and general markets? Thus the launch this week of the "Best Yourself" effort starring Cannon for Civic.
The affable host of NBC's America's Got Talent is enjoying a good run on the show, using his charm, calm, comedic chops and athletic ability to become a main player on the show, even with strong personalities from judges Howard Stern and Heidi Klum. Cannon certainly is enjoying a better time on his reality show than wife Mariah Carey had on American Idol, where her performance as judge was pegged as one reason the Fox stalwart's ratings tanked last season.
Meanwhile, a "midcycle" new version of Civic—replacing the one that flopped about two years ago—is finally achieving what Honda set out for one of its most important nameplates: maintain and build the brand's strong position in the emerging small-car sweet spot of the US market. Civic broke a 13-year-old July sales record last month with a 30 percent year-on-year increase.Continue reading...
Posted by Dale Buss on August 8, 2013 05:21 PM
Mazda hasn't had the vehicle or the marketing muscle to pose a serious threat to the Japanese brands like Toyota or Honda that have dominated the compact-sedan segment in the US for most of the last few decades. But now with a brand-new Mazda6 model and a guerrilla-style marketing campaign to match, brand executives are confident that they can elevate Mazda's standing in this crucial sweet spot of the market.
That's the thinking, anyway, behind the "Take6 Ride and Drive Program" that Mazda is launching this month sequentially in 15 major US cities beginning this week in Seattle and ending in November. The idea of this "experiential" initiative is for Mazda representatives to partner with restaurants where the brand's target demographic is willing to wait for a table and offer to take up just six minutes of their idle time with a quick pitch about, and a test drive of, the Mazda6—which just happens to be sitting at the curb.Continue reading...
Posted by Dale Buss on August 7, 2013 09:01 AM
Yahoo will debut new logo next month.
Target acquires online skin-care retailer DermStore.
Taco Bell adds waffle taco to breakfast-menu test.
AOL acquires online-video company Adap.tv
AT&T will replace water-damaged Samsung Galaxy S4 Actives.
British Airways targets India ex-pats.
Chrysler won't invest in EVs until pricing improves.
Darden faces foodborne-illness lawsuit.
Evian still struggles for relevance in US market.
Facebook gets transparent about news-feed issue.
Famous Brands refocuses on innovation to grow TCBY and Mrs. Fields brands.
GE quits solar panels and sells technology.Continue reading...
Posted by Dale Buss on August 6, 2013 07:02 PM
Honda is turning again to new media to help clear out old vehicles this summer. Meanwhile, the hard-charging brand hopes to add to its forward momentum by launching the 2014 version of its best-selling SUV, the CR-V.
In July, Honda jolted its annual Summer Clearance Sales Event with a social media campaign that featured the brand directly engaging with Twitter users utilizing real-time Vine videos around the theme #wantnewcar. It got more than 100 million impressions and nearly 10,000 #wantnewcar mentions.Continue reading...
Posted by Dale Buss on August 1, 2013 09:31 AM
Lululemon insider says brand purposely shuns plus-size customers.
JCPenney says it has backing after reports that lender cut funding to clothing suppliers, and clash with Macy's over Martha Stewart nears end.
Starbucks and Google partner on Wi-Fi upgrade at restaurants.
Abbott nutritional brands poised to benefit from changing demographics.
Chrysler finds trucks and SUVs powering 40th consecutive month of sales increases.
Diageo is desperate to "crack the code" for North American beer.
Estee Lauder aims to brand beauty sleep.
Facebook now lets users embed public posts on other websites.
Farmers Insurance revamps logo.
Ford settles with US on delayed recall.Continue reading...
Posted by Dale Buss on July 23, 2013 04:41 PM
Subcompact cars have become one of the most vibrant segments of the US auto industry, but Honda has been largely left behind—surprisingly so, for a brand that made its mark as a small-car expert. Through June, US sales of Honda's entry in the segment, the Fit, were only about 25,500 units, putting it in sixth place in a category where Nissan's Versa and Kia's Soul were fighting for leadership, each with about 63,000 sales.
Now, however, Honda appears to be pulling out all the stops in launching a completely new version of Fit in Japan this fall and in the United States by next summer. The tiny car will incorporate and represent a number of big firsts for Honda, placing stakes on the success of Fit that Honda executives couldn't have imagined even two years ago.Continue reading...
Posted by Dale Buss on July 22, 2013 09:27 AM
Duchess of Cambridge goes into labor as People and US Weekly gird for extensive coverage of UK royal birth.
Sears tries to go upscale—way upscale.
Apple investigates security breach on its servers and tests larger screens for iPhones and iPads.
HSN rebrands to shake dowdy status.
Boston Market harnesses Big Data for promotions.
CarMax solidifies status as unrivaled used-car leader.
Carnival Cruise uses Instagram to redistribute existing 15-second ads.
Chipotle plies ingredient and menu diversity.
Coca-Cola and other major sponsors assess pre-World Cup marketing landscape in Brazil.Continue reading...
Posted by Dale Buss on July 19, 2013 09:12 AM
City of Detroit files largest municipal bankruptcy in US history.
CBS warns of possible Time Warner cable blackout.
Google suffers from continued ad-price declines as search goes mobile.
Dell races to sway investors on buyout.
Dove finds new way to probe women's self-image in new campaign.
Electrolux sees higher US demand.
Fiat sees orange become most popular color of its new EV.
GM delays next Chevrolet Cruze.
Honda wagers on new Fit hybrid variants in US.
Instagram seeks to become destination for political content.Continue reading...