Posted by Mark J. Miller on October 20, 2014 01:27 PM
Basketball fans in Cleveland were so irate four years ago when LeBron James decided to leave the Cavaliers and join the Miami Heat that some took to the streets and burnt his jersey. But now, after winning two NBA titles, he’s back and they are ready to give him anything he may need.
No matter how great James was in his first run with the Cavs, he had a hard time attracting quality players to join a team that had a long history of losing. Now the Cavs are the city’s best hope to break a 50-year title drought. The NFL’s Browns took the top spot in the NFL in ’64.
But LeBron is back, baby, and one brand that is jumping onboard is Beats by Dre. In a new video campaign from the Apple-owned brand, James goes back to his hometown of Akron, Ohio, where he sees plenty of “Welcome Back” signs. Fans, meanwhile, get to see the shirtless James working out, sweating hard, and listening to tunes on his Beats. "Don't ever forget where you came from," James says.Continue reading...
Posted by Dale Buss on October 15, 2014 09:05 AM
Chanel releases Baz Luhrmann-directed short film starring Gisele Bundchen and Game of Thrones actor.
Toyota recalls 1.7 million vehicles worldwide as Chrysler recalls 184,000 SUVs and GM is sued for $10 billion.
Costco goes to China, at least online.
EMC and HP end merger talks as SAP turns to IBM to expand cloud reach.
Time Warner CEO touts independence as HBO Go plans and movie slate revealed at Investor Day.Continue reading...
Posted by Mark J. Miller on October 7, 2014 10:57 AM
Score another victory for sports apparel maker Nike. The brand sits atop the latest Forbes Fab 40 list that rates the most valuable sports brands, teams, athletes, and events in the world.
With an estimated worth of $19 billion (up $1.9 billion from last year), Nike came out on top of the brands list followed by ESPN and adidas. Helping its cause, Forbes points out, is that the company has “almost 20% of athletic footwear market” around the world “and its stock price has outperformed the Dow Jones U.S. Footwear index by 50% during the past five years.”
The accolade comes as a new study suggests that Nike has been saving money by paying less than rivals Under Armour and adidas in its college sports deals.
As for athletes, it may seem like no shocker that Nike-sponsored LeBron James is in the top spot, but it is actually the first time he has been at the pinnacle.Continue reading...
Posted by Dale Buss on October 2, 2014 07:14 AM
PepsiCo launches Pepsi True "mid-cal" as new salvo in cola wars, exclusively at first on Amazon.
Netflix books Adam Sandler for four movies while France's Orange plans to market the service in November.
Ford partners with culture brands and publishers to create "road trips" for new Mustang.
Volkswagen, Porsche and Lamborghini roll out plug-in hybrids in Paris.
Tesla hints at timing for unveiling Model "D."Continue reading...
Posted by Dale Buss on September 29, 2014 09:03 AM
Starbucks launches first global brand campaign with “Meet Me at Starbucks” interactive YouTube short film.
Japan’s SoftBank reportedly in talks (since cooled?) to buy the DreamWorks animation studio.
Facebook bid for WhatsApp clears EU hurdle.
Yahoo, AOL pressured to cut a deal and join forces.
Instagram reportedly blocked as China/Hong Kong protests impact businesses and cancel holiday fireworks.
MORE BRAND NEWS
Advertising Week kicks off in New York.
Air France ends strike, vows to speed up Transvania low-cost airline.
Alibaba pays $459M for stake in Chinese hotel tech firm.
Amazon seeks to avert holiday snafus and faces opposition by literary lions over e-book prices.
American Apparel names temporary CEO.
Apple sees smuggled iPhone 6 phones go begging in China as EU presses company on ill-gotten tax benefits in Ireland, Apple Watch goes on display (for one day only) at Colette during Paris Fashion Week, and Apple and Pearson lose $1B common core schools contract in Los Angeles.Continue reading...
Posted by Dale Buss on September 16, 2014 09:07 AM
AB InBev explores financing to buy SABMiller.
Apple sets sights on TV as regulators set sights on Apple Pay and fans spot the iPhone 6's hidden bulge—while U2 iTunes freebie is defended despite backlash.
McDonald's gives away coffee for the next two weeks and brings McCafe to Canadian grocers as it considers expanding its build-your-own-burger test.
NFL faces crisis as domestic violence issue ambushes Cover Girl campaign and Radisson Hotels pulls Vikings sponsorship after Adrian Peterson allegations, but teams keep fans.
Sears secures $400-million lifeline via CEO Lampert's hedge fund.
MORE BRAND NEWS
Alibaba ups IPO share price to $66-to-$68 range.
Amazon founder Jeff Bezos partners with Boeing and Lockheed on rocket engine.
America Movil said to seek AT&T bid for $17.5 billion of assets in Mexico.
AstraZeneca finds partner in Eli Lilly for experimental Alzheimer's drug.
Burger King notches North American same-store sales increase.Continue reading...
Posted by Dale Buss on August 4, 2014 09:22 AM
GM looks for alternative supplies in China after deadly factory blast.
Target taps PepsiCo exec Brian Cornell for CEO role.
eHarmony wants to find the perfect job match for you too.
Jeep comes under fire in WSJ investigation into recalled vehicles.
McDonald’s plans to restore full menu in China this week.
MORE BRAND NEWS
5-Hour Energy hits back at scientist’s claims that it is ineffective.
Acura looks to all-wheel drive to help recoup sales.
Aereo sees court nix request for “emergency” authorization to resume service.
Air New Zealand shares its social insights:Continue reading...
Posted by brandchannel on July 15, 2014 01:03 PM
LeBron James has always been more than an athlete—he’s a brand. The overwhelmingly positive sentiment surrounding the NBA star's decision to return to play for the Cleveland Cavaliers underscores an important truth: a brand's ability to attract customer loyalty, and in turn, maximize earning potential, is not solely the result of a high-quality product, but its ability to communicate authenticity and purpose.
Indeed, while LeBron has spent much of his career as one of the greatest basketball players on Earth, his stature amongst fans has always been intimately tied to his authenticity and purpose. The strength of LeBron’s personal brand at the start of his career was largely due to the authenticity of his narrative. LeBron overcame poverty and an absent father to become the future of his hometown Cleveland Cavaliers. He embodied the struggle of the city and the resolve needed to rise above adversity.
In 2008, James released a documentary about his high school basketball team, More than a Game. The documentary depicted how the evolution of his game stems from the evolution of his relationships. It’s his brand positioning: "This is why I care." It was a gripping narrative that fans could feel through every spectacular dunk, emphatic block and signature powder toss. As the title of his documentary suggests, LeBron’s story has always been “More than a Game.”Continue reading...