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brand strategy

Night and Day, Starbucks Grows Up as a Global Lifestyle Brand

Posted by Dale Buss on December 20, 2012 04:59 PM

When you're a lifestyle brand and not just the logo on some commodity product, you've got to meet and ideally exceed customer expectations. In three arenas around the world, Starbucks is confronting both the challenges and the opportunities in having customer bases that expect more out of it than they do other brands.

In its home turf of Seattle, in addition to Washington, D.C., Orange County, CA and a handful of other locations around the United States, Starbucks finally is addressing customer expressions of a desire for the chain to offer a broader menu than mainly coffee, tea and pastries — and that entails Starbucks creating an evening ambience to match its achievements with other day parts.

A potential answer is Starbucks Evenings, a test concept that has been quietly piloted over the past year. After 4pm daily in these locations, the store flips to a menu offering a selection of wines, beers, various small plates (such as truffle mac and cheese), salads (baby arugula with fresh basil and pickled beets, anyone?), sandwiches (such as fire grilled chicken with goat cheese) and even desserts.Continue reading...

brand evolution

BAPE Celebrates Eight Years in America: A Fan's Perspective

Posted by Johnny Trinh on December 12, 2012 11:19 AM

A Bathing Ape (BAPE) celebrates its 8th anniversary in the U.S. today, marking the opening of its New York City flagship store on December 12th, 2004. It's a bittersweet time for many longtime fans, including this writer.

The Planet of the Apes-inspired brand paved the way for many streetwear brands, with a limited edition run of products sparking a huge craze outside of Japan at a time where you could only attain items imported by proxy vendors or resellers. As a result, it was ranked #3 on Complex's "50 Greatest Streetwear Brands" ranking last year.

The New York store, located in SoHo, is still a mainstay for streetwear aficionados, tourists and fans of the Bathing Ape lifestyle — and many of them will be flocking to the store today to pick up the limited edition anniversary gear. With the recent 10th Anniversary of BAPE London, I am reminded of my experiences over the last eight years with BAPE New York and the Bathing Ape brand.Continue reading...

corporate citizenship

Uniqlo Turns Earthquake-Honed Relief Platform to Sandy Survivors

Posted by Sheila Shayon on December 10, 2012 12:57 PM

When UNIQLO CEO Tadashi Yanai set his sights on the US in 2007, the fast-fashion retailer that combined the back-to-basics approach of American Apparel, the competitive pricing of Old Navy, and the foreign edge of a Zara or H&M, was already "a retail juggernaut in Japan, with 760 stores in six countries, 20,000 employees, and earnings of US$ 3.5 billion in 2004," as we noted.

The Fast Retailing Co.-owned brand, whose name is derived from "unique clothes," is now the leading global Japanese retail holding company (and Yanai its richest citizen), posting global sales of 820 billion yen for its 2011 fiscal year, making it the world’s fourth largest apparel retail company and a true innovator thanks to its Heattech heat-generating fabric.

That innovation is now being turned to help individuals affected by Super Storm Sandy as the northeastern US braces for winter cold. The brand announced today that it has just kicked off United in Warmth to bring about just that. The 10-week program will donate and distribute 100,000 Heattech items to men, women and children and 10,000 Ultra Light Down jackets to adults affected by Sandy through a 10-week volunteer program on Saturdays, holding true to its brand commitment of “changing clothes, changing conventional wisdom and change the world.”Continue reading...

branded entertainment

Kikkoman Tells Its 400-Year History With Original Short Film

Posted by Shirley Brady on December 10, 2012 10:01 AM

Started by a woman in a time when women didn't start companies. Governed for nineteen generations, not by a corporate policy, but by a family philosophy. Brewed naturally by master craftsmen the same way today as it has been for almost four hundred years. Passing on old traditions while making new ones, takes time.

That's the pitch that Kikkoman US is hoping will bring viewers and distributors to Make Haste Slowly: The Kikkoman Story — a 24-minute commissioned film on the Japanese brand's almost 400-year history — with the hopes it picked up by a TV network as a non-fiction program. “Audiences want authenticity,” said the short's Academy Award-nominated director Lucy Walker to Adweek. “Nobody’s going to watch 24 minutes of phony stuff.” Check out another clip below.Continue reading...

luxury watch

Luxury Spending A Moving Target for 2013

Posted by Barry Silverstein on December 6, 2012 11:01 AM

Next year is shaping up to be mixed, at best, for luxury goods. Continuing economic woes in the Eurozone, a flagging Japanese economy, and slow recovery in the U.S. will likely lead to modest spending on luxury brands in those regions.

At a recent fashion summit in Florence, Italy, luxury designers were downbeat. Michele Norsa, CEO of Salvatore Ferragamo, the Italian shoemaker, said: "Markets are very volatile. We must keep a cool head and define our forecasts day by day. ...The first part of the year will be slower. In the second part there will probably be a recovery. These are the signs we are receiving from all our markets." Michele Tronconi, the head of Sistema Moda Italia (SMI), Italy's fashion body, added, "Orders of goods to be delivered in the coming months have shrunk and I don't expect this trend to change soon."

Indeed, Italy is a microcosm of Europe's slide when it comes to luxury goods. Luca Solca, who heads luxury goods research at the Exane BNP Paribas investment group said Italy's luxury goods sales have taken an "abrupt hit" due to the country's austerity measures. Sales of luxury goods are expected to decline nearly 1 billion euros by year's end in Italy despite solid tourism. Globally, sales of luxury goods should grow about 5 percent in 2012 vs. 13 percent last year according to a report by consulting firm Bain & Co.Continue reading...

sip on this

Pepsi Launches Fat-Blocking Cola in Japan

Posted by Shirley Brady on November 13, 2012 01:17 PM

Pepsi has launched its latest specialty cola for Japan, Pepsi Special, which claims to not only block fat but help you lose weight. Below, check out the TV campaign that features women portraying unhealthy temptations — a slice of pizza and a giant hamburger — along with an ABC News segment on the launch.Continue reading...

sip on this

Pepsi Brings Fat-Blocking and Holiday Colas to Japan, Ferran Adria in Spain

Posted by Mark J. Miller on November 7, 2012 07:08 PM

Japanese lab rats have paved the way for a new wave of sodas. Back in 2006, Japan’s National Institute of Health and Nutrition found that rodents that were fed dextrin and fat simultaneously absorbed less of the fat into their system than the rats that were given fat without dextrin.

Welcome to your new dextrin-rich diet, Japan! Earlier this year brewer Kirin released a Mets Cola beverage, which contains dextrin, onto the market, selling it as a soda that would keep consumers from packing on too much fat. It sold well enough that PepsiCo and Suntory, the sole bottler and distributor of Pepsi products in Japan, are jumping into the fat-blocking cola fray on Nov. 13 with Pepsi Special. As the Huffington Post notes, the “Japanese government certifies these colas as ‘food for specific health use.’”

Pepsi has long experimented with novel flavor combinations in Japan (case in point: yogurt, watermelon or strawberry/milk flavored cola, anyone?) In fact, in December it's also introducing a new clear cola called Pepsi White in time for the holidays with seasonally cute snowmen. Despite being clear, ABC News reports that it's tangerine-flavored. And that's not the only limited-edition variation PepsiCo is rolling out internationally.Continue reading...

auto motive

Suzuki Joins Joe Isuzu on One-Way Flight Back to Japan

Posted by Dale Buss on November 7, 2012 05:04 PM

Don't cry for Suzuki. The company's exit from the U.S. market simply eliminates its exposure to one of the world's most competitive markets for automakers, where Suzuki has been beating its bumper against a wall, and allows the Japanese company to focus on domestic and emerging markets where it's doing quite well, thank you.

In fact, the brand won't entirely disappear in America, Bloomberg notes: "Suzuki will stop the sale of new automobiles in the U.S., though it will continue offering motorcycles, all-terrain vehicles and boat motors."Continue reading...

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