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campaigns

#LifeWith3M: 3M Kicks Off Global Brand Campaign at SXSW

Posted by Mark J. Miller on March 12, 2015 05:05 PM

3M has turned out plenty of brands that consumers know and use on a daily basis such as Scotch tape and sponges, Command products and those ubiquitous Post-it notes as well as a few names that likely aren’t as familiar to the everyday consumer, such as Filtrete.

Now the company that has been around since 1902 would like the world to know that it’s not only behind these items that make life easier—it's also busy innovating across its brands and products.

To help bring that idea home, 3M is unleashing its first global brand campaign in 25 years. It all kicks off Friday at the SXSW Interactive festival with the nerdtastic 3M Life Lab, a booth built out of materials that 3M invented.Continue reading...

e-commerce

Amazon's Triple-E Trifecta: Exclusives, Echo and Expansion

Posted by Sheila Shayon on March 11, 2015 02:03 PM

Amazon has achieved the ultimate trifecta: debuting a new portal, Amazon Exclusives, to showcase products in partnership with Kickstarter; offering its virtual assistant, Echo; and expanding its footprint into China and India.

Announced today, its Amazon Exclusives online boutique provide customers with discovery and early access to "exciting new technologies and innovative brands."  The portal offers products such as Shark Tank’s inflatable paddle board, as well as Kickstarter successes including Jackery Mini Portable Charger, Hot Chocolate Design Shoes and Zackees LED Turn Signal Gloves for cycling.

“Our mission on behalf of customers is to make Amazon the destination for brands and innovators to launch and sell their products, providing our customers early access to new products,” stated Peter Faricy, VP of Amazon Marketplace.Continue reading...

tech in the spotlight

Can Apple Watch Aid Transition to Luxury Brand With $17,000 Wearable?

Posted by Sheila Shayon on March 9, 2015 06:25 PM

So the wait is over. And now we know that Apple Watch costs almost as much as Burberry's priciest timepiece at its top end. But this is no ordinary timepiece, of course.

The highly-anticipated Apple Watch reveal today was underwhelming to those who were paying attention when most of the features were revealed in September—with the notable exception of ResearchKit to aid medical research, and the pricing for the luxury top tier Edition Apple Watch.

The Edition duo above? Each one costs a cool $17,000, depending whether you want the 18-Karat yellow gold watch with the red strap or the 18-Karat rose gold with rose gray strap.Continue reading...

bc q&a

Happy 103rd Birthday, Girl Scouts: 5 Questions with Kelly Parisi

Posted by Jennifer Yepez on March 9, 2015 04:02 PM

Founded on March 12, 1912, by Juliette Gordon Low in Savannah, Georgia, the Girl Scouts challenged the conventions and taboos of its time to ensure that all girls had a safe space to develop leadership skills.

Today, with nearly 3 million girl and adult members, Girl Scouts can be found in every US ZIP code and more than 90 countries around the world.

Following its recent recognition by Fast Company as “one of the World's Top 10 Most Innovative Companies of 2015" in the not-for-profilt category, brandchannel asked Kelly Parisi, Chief Communications Executive for the Girl Scouts of the USA, how this century-old organization stays fresh and relevant.Continue reading...

mobile brands

BMW Leads Auto Brands on the Edge of Their Car Seats for Apple Watch Debut

Posted by Dale Buss on March 6, 2015 04:40 PM

Anxiously awaiting Monday's Apple Watch reveal, automotive brands are seeking partnership deals with the tech giant to enable car owners to share mobility back and forth between watches and car consoles.

BMW has an early inside track. The automaker’s execs have spent weeks at Apple's headquarters in Cupertino, California—part of an elite cadre of brands getting behind the velvet rope early to kick the tires (so to speak) on Apple Watch's features, according to Bloomberg.

The automaker has been taking its Apple Watch app for a spin, which lets users track their electric cars' battery-charging status via the Apple Watch.Continue reading...

automotive

At 2015 Geneva Motor Show, Auto Brands Return to Old-Fashioned Power

Posted by Dale Buss on March 6, 2015 03:16 PM

Based on the buzz at the 2015 Geneva International Motor Show this week, vehicles will become more dependent on technology than ever, especially digital technology.

But even while parts of what was being promoted could have taken place at the 2015 Mobile World Congress going on in Barcelona, carmakers are sticking to what they're best at.

After all the buzz about electric vehicles in recent years, they've also re-embraced the internal-combustion engine and are happy to let EV advancements idle for a bit—at least until higher oil prices and consumer demand make them more of a customer priority.Continue reading...

bc q&a

The Pop-Up Queen: 5 Questions with Melissa Gonzalez on Making Retail Pop

Posted by Sheila Shayon on March 6, 2015 11:34 AM

The concept of brick-and-mortar stores continues to evolve, and immersive pop-up stores are one avenue for brands to develop deeper connections with customers.

Even Apple, the epitome of a brand with strong real-world presence, is building pop-up boutiques in luxury stores in Paris and London in anticipation of Monday's Apple Watch reveal.

The trick is how brands can make pop-ups, which are temporary by nature, work. So we asked Melissa Gonzalez, who left a career on Wall Street to follow her passion and become a brand activation and pop-up architect, to share her insights.

The author of The Pop-Up Paradigm and founder of The Lion'esque Group in New York has produced more than 80 pop-up retail experiences in New York City and the Hamptons, and further afield in Los Angeles and at South by Southwest in Austin, Texas, since 2009.

“The key to having customers really connect and the way to build relationships for customer loyalty is authenticity, then curation—like having a BFF who does both. Now that’s value-add,” she explains.Continue reading...

automotive

Auto Brands to Apple and Google: We'll Win the Self-Driving Future

Posted by Dale Buss on March 5, 2015 11:01 AM

One hundred and seventy-eight billion dollars. As the size of Apple's pile of cash, it's enough to send fear into the hearts of any potential target. That includes the auto industry, which is trying to process the recent news that Apple has at least 200 people working on the possibility of applying a big hunk of that cash to making an iCar of sorts.

But at the Geneva Auto Show this week and other industry get-togethers, car titans are going out of their way to reassure their shareholders, employees—and themselves—that they can rise to the challenge of meeting Apple and Google and other tech giants on the playing field that the auto industry knows best: making cars. That includes cars that are self-driven, network-connected or race cars.Continue reading...

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