Posted by Mark J. Miller on December 19, 2013 06:37 PM
The world may be turning its attentions to mobile devices that don’t have Intel chips, but the company that came to fame for powering PCs still wants to stay front and center in the minds of consumers. So it is placing a bet on sports marketing to help keep the name alive and thriving.
Its name popped up in sports-business stories last week when the company signed a five-year, $25 million deal with Spanish soccer giant Barcelona to stick the Intel logo on the inside of its jerseys so that fans can see it when their favorite players lift their shirts after scoring a goal.
“I know it’s bizarre and strange because it’s not shown on a day-to-day basis, but it’s more about the symbolic space,” said David Haroldsen, Intel’s vice president of sponsorship, according to the Washington Post. “It authentically tells the story of who we are rather than just being another brand that is visible with all the other logos that exist. We believed we would have more value with the symbolic placement with occasional pop-up moments within the game.”Continue reading...
Posted by Dale Buss on December 4, 2013 09:18 AM
Snapchat hires away Emily White, Instagram's ad exec, to be company COO.
Mercedes-Benz CLA comes through and cements US sales lead over BMW.
Newsweek plans return to print.
Applebee's rolls out tablets nationwide.
Benetton rises above Levi's to become India's top international fashion brand.
BJ's Wholesale Club owners express interest in buying Hess gas stations.
Boeing tantalizes states with 777x production.
China issues 4G mobile licenses to country's three main telecom companies.
Drake announces partnership with Nike's Jordan brand.
Greenpeace makes Christmas a downer with Santa reporting from melting Arctic.
JCPenney finally reports comp-sales increase.Continue reading...
Posted by Sheila Shayon on November 27, 2013 01:45 PM
Instagram has wasted not a moment in shifting from a photo-sharing app to videos and now ads, as Michael Kors became the app's first advertiser earlier this month.
The evolving social/photo/video brand is now churning them out on a daily basis with entries from General Electric, Levi's, Lexus and Ben & Jerry's, among others. Michael Kors garnered nearly 34,000 new followers 18 hours after its first of four ads published, followed by a jump to more than 1.4 million followers with three subsequent ads.
But reactions to the paid posts are so far mixed. “Nitrogram analyzed the sentiment of comments appended to Michael Kors's four ads and found there was a roughly equal mix of positive and negative comments on the first. But the percentage on the positive side swelled to 73 percent for the second ad; to 89 percent for the third; and to 64 percent for the fourth," Ad Age reported.
Ben & Jerry's on the other hand, seems to be the clear winner in the ad race, amassing more followers and 'likes' than any other advertiser so far—and their ad comments are on the sweeter side, too.Continue reading...
Posted by Sheila Shayon on November 12, 2013 06:41 PM
Fair trade and sustainability aren't just terms associated with food and CPG brands. More clothing brands are taking a closer look at how their garments are made, what they're made of and who is doing the work, and iconic clothier Levi Strauss & Co. is the latest to join the effort.
The company's new Dockers Wellthread line includes a men's collection that combines sustainable design, environmental practices, and support of an eco-system that provides for all apparel workers. The line will be available online and in-stores in Europe.
“How you make a garment is just as important as the garment itself,” Michael Kobori, the company's VP of social and environmental sustainability, told WWD. “We believe that we can use our iconic brands to drive positive sustainable change and profitable results. With that comes the responsibility to continually innovate for each new generation of consumers.”Continue reading...
Posted by Sheila Shayon on October 25, 2013 02:56 PM
Popular photo-sharing app Instagram is easing its way into monetization with the introduction of its first ads, slated to begin running next week. And the Facebook-owned company couldn't be any more careful in its efforts to protect and preserve the Instagram community.
After announcing that ads would become a reality on the platform about three weeks ago, it posted a blog post with a sampling of potential ads from brands such as W Hotels, Michael Kors, Macy's, Lexus, PayPal, Ben & Jerry’s and Levis—the latter of which is using the app to track its novel station-to-station campaign.
The ads will function much like those seen on Twitter and Facebook; clearly marked with a "sponsored" tag in the upper right corner that users can tap to find out more about advertising. Users can also tap the "..." to enable ad settings and feedback.Continue reading...
Posted by Mark J. Miller on May 9, 2013 02:26 PM
In the insanely crazy years of the California Gold Rush from 1849 to 1855, hundreds of thousands of people poured into San Francisco and the surrounding areas. Levi Strauss was one of them, but he didn’t come for gold. He came to establish his family dry-goods business and help clothe and outfit all those 49ers looking to strike it rich.
Strauss, of course, had hit on a formula that would make him and his family exceedingly wealthy. Now a whole different kind of 49ers will be benefiting from his legacy.
Word came Wednesday that the denim powerhouse Levi Strauss & Co. would shell out $220.3 million over 20 years to put its name on the new Santa Clara stadium that will be home to the NFL’s San Francisco 49ers starting next year. That price is one of the heftiest in pro sports and should help offset the $1.2 billion it is taking to build what will now be called Levi’s Stadium.Continue reading...
Posted by Dale Buss on May 1, 2013 06:12 PM
JCPenney's brand-resuscitation efforts continued today with a digital-era form of a classic corporate move: the mea culpa.
The company launched a virtual apology tour on Facebook, YouTube (watch below) and Twitter to get the message out to customers—those same customers that now-ousted CEO Ron Johnson in large part ignored for more than a year—that the brand is sorry and wants them to come back.
According to Bloomberg, the campaign was developed on Johnson's watch and implemented by Sergio Zyman, the former Coca-Cola marketing executive who will go down in history as the architect of the New Coke fiasco.Continue reading...
Posted by Dale Buss on April 29, 2013 01:45 PM
Is JCPenney doing a dead-cat bounce, or is there real life remaining in the venerable retail brand in the post-Ron Johnson era?
George Soros is betting the latter. The famous (or infamous) investor has taken a 7.9 percent stake in JCPenney, a development that immediately sent the stock up by nearly 7 percent late last week. Soros's stake is still less than half that of hedge-fund manager Bill Ackman, who recruited Johnson as JCPenney CEO, and then helped sack him earlier this month. But at least, arguably, Soros is buying low.
Goldman Sachs has placed a bet as well on the possibility that new JCPenney CEO Myron Ullman (who also was CEO before Johnson's tenure of little more than a year) will be able to restore JCPenney if not to greatness, at least to long-term viability. The financier gave the company a five-year, $1.75 billion loan secured by JCPenney's real estate across middle America.Continue reading...