Best Global Green Brands 2014

going mobile

Apple Looks to the Skies: Will Heathrow Deal Help Passbook Usage Take Off?

Posted by Barry Silverstein on November 8, 2012 10:15 AM

Mobile devices are fast becoming the accepted way for consumers to communicate, get information from the Internet, and take advantage of apps that help them do just about anything, which includes making travel easier. Case in point: Apple's Passbook, the new free app released to iPhone users with the upgrade to iOS6, is being pitched as an app that allows consumers to keep boarding passes from participating airlines (as well as movie tickets, retail coupons, loyalty cards and more) in one handy place.

Apple's new deal with London's Heathrow airport, which is looking to elevate its brand experience including rolling out digital improvements to make journeys better, offers a glimpse of how the application might function on a wider scale.

Imagine this: You walk past a store in the airport and a customized discount pops up on your iPhone. That's the basic premise — because passengers will be able to store their "WorldPoints" collected through a Heathrow loyalty card and access current retail offers and coupons with Passbook. Promotions and discounts will appear on a Passbook-enabled device throughout the customer's travel through the airport at the relevant stages of their journey. Heathrow's Passbook content will evolve to include both airport retailers and service providers. It's the first time such a program is being implemented in a European multi-retailer environment.Continue reading...

luxury watch

Mulberry Fosters National Pride With "Brilliant Britain"

Posted by Mark J. Miller on October 11, 2012 05:25 PM

Remember the UK's swinging Cool Britannia nation branding effort under Prime Minister Tony Blair? Now Mulberry is looking to revive pride in all things British with its just-launched Brilliant Britain Guide

Sub-titled "a guide to a truly great nation," it's a branded content marketing move to continue the celebratory year that 2012 represents for the United Kingdom, from the Queen's Diamond Jubilee to a successful Olympics and Paralympics (despite Mitt Romney’s concerns). Could there be a better year to be a Brit?Continue reading...

social marketing

Kellogg's Opens Tweet Shop in London, Charms Twitter

Posted by Sheila Shayon on September 27, 2012 05:05 PM

Kellogg’s is crossing two bridges at once, bringing its successful Special K Cracker Chips across the pond to the UK, where they're called (in local parlance) Special K Cracker Crisps, and using social currency in the form of tweets to pay for the savory treats.

Special K’s London pop-up, The Tweet Shop (a play on the classic British "sweet shop") is seeking tweets with the Twitter hashtag #tweetshop in return for a box of its new Cracker Crisps. That's what Kellogg's UK is billing as its ‘healthy brand of crisps (potato chips) that don't use potatoes’ and come in three flavors: sea salt and balsamic vinegar, sweet chilli and sour cream and onion and usually sell for $1 a pack.Continue reading...

brand launch

Is Apple's Brand Lost? Yes, If It's Using iOS 6

Posted by Abe Sauer on September 21, 2012 10:14 AM

Everyone wants to tear down the guy at the top. But in a matter of a month, Apple has made that work a lot easier. And for once, it has nothing to do with China. Well, not Foxconn anyway.

First, Apple's court win over Samsung for patent infringements met with "rounded corner" derision with the brand seen as an anti-innovation patent bully (a German court ruling today puts the patent wars ball back in Samsung's court). Then, there is the ongoing iOS 6 Google Mapsgate. And now, Apple has been accused of jobbing its fans to promote the iPhone 5 release.

But really, it's all about the maps. The stupid, stupid maps.Continue reading...

luxury watch

Rolls-Royce Joins Audi and BMW in Race to Upgrade Retail Experience

Posted by Barry Silverstein on September 18, 2012 11:56 AM

London may have been the Olympic city this past summer, but it was also "Audi City." The German luxury car brand launched its first digital showroom in London, just in time for the Olympics, pitching it in a movie-style trailer. The innovative concept was designed to digitally present Audi's entire line of cars in a compact space, using such "groundbreaking media technology," says Audi, as the ability for visitors to "digitally select their vehicle from several hundred million possible configurations and experience it in realistic 1:1 scale on screens that almost fill the entire space." More Audi Cities are coming soon.

Audi didn't start the trend of marketing cars in big city downtown areas, however. In May, BMW opened its first "BMW Brand Store" in metropolitan Paris, positioning it as "Future Retail." Unlike the Audi concept, real cars appear in the Paris space, along with an employee BMW unashamedly refers to as a "product genius" in a nod to Apple's retail concept, the "Genius Bar."

Not to be outdone, the iconic Rolls-Royce brand, a motorcar brand many might consider ultra-stodgy, is making a few breakthrough moves of its own. The venerable Rolls-Royce brand, has been around since 1904, but the British icon clearly don't want to be left behind in the 21st Century. In the fourth quarter, Rolls-Royce plans to open a boutique — don't call it a showroom — at Rama 3 in Bangkok, Thailand.

Rolls-Royce already has a Bangkok showroom, but the boutique, the first of its kind to be located in an upscale shopping mall, will feature additional products. Still, why open a "boutique" in Bangkok?Continue reading...

London 2012

Coca-Cola Caps London 2012 Olympics Sponsorship With Massive Giveaway

Posted by Shirley Brady on September 3, 2012 12:03 PM

Coca-Cola is capping its London 2012 Olympics sponsorship with its biggest giveaway ever in the U.K., where it's also sponsoring the 2012 Paralympic Games.

The soft drink giant is running a one-day promotion, Monday Sept. 3rd only, giving away 500ml bottles of Coca-Cola, Coke Zero or Diet Coke at Boots and Superdrug stores to those who register first online. It's being promoted with a 100-foot tall vending machine in London's Brick Lane, as you can see in the TV spot which features "Anywhere in the World," the brand's original London 2012 song created by producer Mark Ronson.

As part of its top-tier Olympics sponsorship, Coca-Cola underwrote the London Olympics torch relay and launched "Move to the Beat," a music-based global marketing platform, in addition to installing a giant interactive Beatbox pavilion at the London Olympics site.

fashion therapy

Vogue Promotes Global Fashion's Night Out Events

Posted by Shirley Brady on August 10, 2012 11:03 AM

Vogue is promoting the fact that Fashion's Night Out is not just a New York event with a promo highlighting what's happening in London on FNO's Sept. 6th return. Milan will also be celebrating its fourth FNO — details below.Continue reading...

brand inspiration

Swarovski and Tiffany Take Art to the Streets of New York and London

Posted by Sheila Shayon on August 9, 2012 11:14 AM

In a summer of shimmering heat, two high-end jewelry brands are offering royalty and art as artistic salve.

As you can see above, Tiffany & Co. is finally opening its Soho store in New York, and fêting the event with four artists’ renderings of true love — a recurring theme for the brand — “to trick out the hoarding around the façade” for two week stints each, each installation displayed on oversized wooden canvases in front of the Tiffany & Co. storefront as behind the scenes everything's getting ready for the opening.

Artist Danielle Dimstom kicked off the collaboration on July 16 with a stylized combination of text and drawings, followed by street artist Ellis Gallagher’s unique take on the colors of love on July 27. The current installation features a mural from Igor + Andre, which will be followed by the final artist in the series, Natasha Law. The installations can be viewed at 97 Greene Street.Continue reading...

elsewhere on brandchannel

1 2 3 4 5 6 7 8 9
brandcameo2014 Product Placement Awards
Apple loses its crown to a new #1
Coca-ColaIt's the Journey That Matters:
Coca-Cola Opens Up With Story-Based Web Refresh
debateJoin the Debate
Is product placement a waste of money?
Arthur Chinski and Joshua Mizrahi
Model Behavior? Brands Beware
U.S. Legal Changes Impact Use of Brand Ambassadors
paperGlobal Competitive [Ad]vantage
The latest from GeoEdge
Sheryl Connelly
Sheryl Connelly

Meet Ford's Resident Futurist
MetaluxuryMeta-Luxury
Brands and the pursuit of excellence

Advertisements