brand innovation

SpaceX, Virgin Galactic Bring Modern-Day Space Race to the Mainstream

Posted by Dale Buss on August 7, 2014 03:57 PM

It's not quite US vs. USSR, but the modern-era space race between SpaceX and Virgin Galactic is getting more interesting as each brand gets closer to blasting off with humans aboard.

SpaceX is crowing about its construction of a new commercial launchpad in South Texas alongside the Gulf of Mexico with help from more than $20 million in local and state incentives, while Virgin is drawing comparisons from Land Rover about the rigor of its vehicle testing.

Virgin Galactic has said it plans to go airborne with tourist flights to space later this year from a base in New Mexico at a pricetag of $250,000 a head. It has accepted more than $80 milloin in deposits from about 700 individuals, which the brand pointed out is about 20 percent more than the total number of humans who've ever gone to space.Continue reading...


After Torching the Brand, Mercedes May Resurrect Maybach for Luxury Limo Market

Posted by Dale Buss on January 27, 2014 06:43 PM

It seems that Mercedes-Benz can't give up on the ghost of Maybach—or give up on the idea of attempting to compete with the Rolls-Royce Ghost in the executive-limousine market.

Autoweek reported that Mercedes-Benz seems to be dusting off once again the venerable Maybach brand that it most recently consigned to the dustbin less than three years ago. The publication cited brand sources saying that it would adopt the mothballed Maybach name for an extra-long-wheelbase, personal-limousine version of the Mercedes-Benz S-Class that is expected to go on sale by the end of the year.

The new Maybach is supposed to be priced between $250,000 and $300,000 and to feature, among other things, an optional electrically powered partition window separating the front seats from the rear, reclining rear seats, foding tables stowed in the center armrest and other business-oriented touches.Continue reading...

detroit auto show

Honda Cops Top Auto-Advertising Honors for Brand-History TV Spot at NAIAS

Posted by Dale Buss on January 15, 2014 11:15 AM

Ron Burgundy may be a pretty big deal, but he wasn't big enough to oust Honda at the advertising awards bestowed at the North American International Auto Show in Detroit.

Instead, Honda and its advertising agencies beat out a Dodge Durango TV ad featuring Ron Burgundy, and other contenders, to win two of the five 2013 car-ad honors given by The One Club, a not-for-profit ad industry organization that hosts the annual ad festival, The One Show.

Honda UK’s ad, “Hands,” which depicts the history of the brand and its vehicles through a pair of hands and is voiced by Garrison Keillor, won the TV Advertising award.Continue reading...

brand news

In the News: Apple, Land Rover, Target and more

Posted by Dale Buss on December 23, 2013 09:08 AM

In the News

Apple strikes deal with China Mobile, opening door to world's biggest market.

Land Rover faces big to-do list for new US head.

Target offers 10 percent apology discount this weekend but says there are few reports of fraud from massive consumer-data breach, though its store traffic fell.

Bangladesh garment-factory owners are charged in Tazreen fire that killed 112.

Bitcoin runs into avoidance by banks.

Boeing gives union another chance to vote on new concessionary contract.

Cracker Barrel reverses field and decides to sell Duck Dynasty merchandise again.

Daimler considers building another plant in North America.

Darden faces pressure from another activist shareholder.

Fiat resumes talks with UAW about Chrysler stake.Continue reading...

The Big Game

Good to Be Bad: Jaguar Plays Up British Bad-Boy Side for Super Bowl Debut

Posted by Dale Buss on November 7, 2013 04:43 PM

Jaguar's comeback strategy has relied a lot on the US market. And now the Indian-owned brand is going to rely on its British heritage to climb onto the biggest American—and worldwide—marketing stage of all: the Super Bowl.

The brand announced that it'll be running its first TV ad during the Big Game, with social media treatment before and after, on February 2 on Fox. Jaguar will field a spot for the new F-Type Coupe featuring prominent British actors displaying particular British villainy, as an allegory for how the F-Type Coupe is supposed to be a "British bad boy" in taking sales away from the luxury competition. The Twitter hashtag: #GoodToBeBad.

"You don't spend that kind of level of investment without carefully considering it," Jeff Curry, Jaguar's North America CMO, told brandchannel in regard to the gulp-inducing Super Bowl XLVIII advertising tab of about $4 million for 30 seconds. "But for us it felt like the right moment in time because of the fantastic range of new products that we have. And we've seen great sales growth."Continue reading...

brand news

In the News: Hyundai, Twitter, NBC and more

Posted by Dale Buss on October 16, 2013 09:17 AM

In the News

Hyundai plans to launch performance sub-brand.

Twitter chooses tech-heavy NYSE for IPO even as losses widen.

NBC holds viewer lead early in new TV season.

Advance Auto Parts plans to buy Carquest parent for $2.04 billion.

Alibaba nears Facebook sales but with double the profit. 

Alitalia faces tough conditions on refinancing from Air France, KLM and others.

Apple cuts orders of low-cost iPhone 5C as it confirms Oct. 22 iPad event. 

Burberry transition poses tough test for new CEO.

Chrysler stars Triple Crown winner Miguel Cabrera in latest ad.

Domino's leans on digital innovation, not just new products.Continue reading...


Tata Builds Upgrade Strategy After Cheap Nano Falls Flat in India

Posted by Dale Buss on October 15, 2013 04:56 PM

Tata Motors has been doing so well at the upper end of the global auto market lately that it apparently forgot how to do well at the lower end—even in its home country of India.

Thus the Tata Nano, a stripped-down minicar priced at around $2,000, has flopped since being introduced four years ago as the world's cheapest automobile, one aimed specifically at the striving rank-and-file consumer in one of the world's biggest developing markets. Tata has been busily adding content to the nameplate, raising the price and recasting it as a cool car, not just an inexpensive one.

"This was the flagship product for the passenger-car market" for Tata in India, Anil Sharma, an analyst for IHS Automotive, told the Wall Street Journal. "The disappointing sales are a pretty big negative for the group."Continue reading...

branded media

Land Rover Gets Inspired by Real Explorers in Partnership with Outside Magazine

Posted by Mark J. Miller on October 8, 2013 04:45 PM

Outside magazine readers are exactly the target audience for Land Rover: adventurous sorts with some discretionary income. Instead of just purchasing some ads in the publication and on its digital offerings, Land Rover has teamed up with the magazine to create a series of branded content across the publication's properties, including custom video content

The content will focus on three outdoor personalities who are “driven,” including the first person to stand-up paddle board the Bering Strait, Sonya Baumstein; the chief of climbing and ski gear manufacturer Black Diamond, Peter Metcalf; and Levinson Wood, who is attempting to be the first person to walk the length of the Nile River. The campaign will also be seen on Outside’s YouTube page and as well as have print elements and extensions on Outside TV.Continue reading...

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