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brand revival

Harley-Davidson Roars Into Captain America, and Into the Black

Posted by Abe Sauer on July 8, 2011 03:30 PM

When Harley-Davidson went from a way of life brand to a lifestyle one in the 1990s, it put itself in the perfect position to suffer severely from the 2008 economic meltdown in which its best customers saw layoffs and massive drops in their retirement accounts and home values — while at the same time those offering to loan money for purchase of, say, an $18,000 motorcycle, all but disappeared.

From a 2008 profit of $654 million, Harley saw a $55 million loss a year later, and duly dropped to #98 (from #73 a year earlier) on Interbrand's 2010 Best Global Brands ranking.

Now, a just over a year after threatening to leave its longtime headquarters in Wisconsin, the Milwaukee Business Journal reports that Harley has "begun delivering all 14 models in next year's Touring and Sportster lines to dealers in the United States and Europe, which will allow dealers to sell 2012 models throughout the peak summer selling season." But it's not open road for the iconic brand just yet.Continue reading...

that's entertainment

Comic-Con Branding: Marvel Recruits S.H.I.E.L.D. Fans with Acura

Posted by Mark J. Miller on July 7, 2011 04:00 PM

Ever wonder who brings together Captain America, Thor, Iron Man, Black Widow, the Incredible Hulk, and all the rest together to form the Avengers?  (And don’t say it was the writers at Disney-owned Marvel Comics.)

It was, of course, S.H.I.E.L.D., a secret government organization. And now fans can join.

Marvel will be using S.H.I.E.L.D. at the massive annual Comic-Con comic book convention in San Diego to drum up interest in the film Captain America: The First Avenger, which debuts right smack in the middle of Comic-Con (taking place July 20-24th) as well as The Avengers, which doesn’t come out till 2012.Continue reading...

brand news

In the News: Pentax, Bulgari, Chevy & more

Posted by Dale Buss on July 1, 2011 09:00 AM

In the News

Apple-led group including RIM and Ericsson buys Nortel patents for $4.5B.

Apple passes 100,000 iPad apps.

Audi targets Ferrari on racing circuit.

BP launches first TV commercial in the UK in five years.

Bulgari signs Rachel Weisz, develops branded hotel with Marriott to open in London.

Chevy US sales hit 20-year high.Continue reading...


Splat! Biff! Nike! Product Placement Comes to the Comics

Posted by Mark J. Miller on June 17, 2011 03:00 PM

When most people read comic books, it’s an escape from reality. But to those in search of connecting with their own desirable demographic — specifically, guys in their 20s — that doesn’t mean a whole lot. And so, product placements have come to the comics world. And the advertisers involved are not small potatoes.

The Wall Street Journal notes that Marvel Entertainment has worked in the Nike swoosh onto a character’s T-shirt and on a car door in its books recent months. "We are always looking for new and interesting ways of connecting with our consumers," says Nate Tobecksen, a Nike spokesman, told the Journal. "This is certainly one of them."

DC Comics, which is owned by Time Warner, is releasing a new comic book, Rush City, in which the hero, The Rush, drives a Pontiac Solstice.Continue reading...

just kidding?

Sesame Street Piles On to Spider-Man's Broadway Woes

Posted by Shirley Brady on June 15, 2011 01:30 PM

As Spider-Man: Turn Off the Dark finally officially opens this week on Broadway (to a less than glowing review from the New York Times), Sesame Street presents its ode to Disney, Marvel and U2's troubled Broadway production — SpiderMonster, the Musical — as a promo for its own return in September.


X-Men Marketers 2nd Missed Opportunity: X-avier University

Posted by Abe Sauer on June 7, 2011 01:00 PM

The box office for X-Men: First Class, the fourth installment of the franchise (5th if you count Hugh Jackman's star turn in Wolverine), was called, by some, "underwhelming." The movie will inevitably chug on to earn tens of millions, but the results will be seen as a license for those who criticized the fim's lackluster marketing to issue a "told you so."

Last week, we also wondered about the marketing strategy (or lack thereof), including what appeared to be a missed tie-in with the release of classified photos from Area 51, including photos of a sly plane just like the one used in X-Men's 1960s-set film.

But there's another viral tie-in that would have been great, involving the Xavier school and the first X-Men.Continue reading...

personal brands

Old Spice Guy Isaiah Mustafa Stars in New Commercial, For Himself

Posted by Abe Sauer on June 6, 2011 11:00 AM

Old Spice Guy — aka footballer turned actor Isaiah Mustafa — is in a new ad. And this time, the brand he's promoting is Isaiah Mustafa. The most recognizable men's hygiene pitchman of his (and perhaps any) time has himself in an unauthorized trailer for a film that does not yet exist: Marvel Comics' action hero Luke Cage.

It's the actor's latest, and most elaborate, effort to lobby Marvel to give him a shot at becoming one of the most famous black superheroes of all time — in fact, the first black superhero, as Marvel introduced Cage in 1972. Continue reading...

brand news

In the News: ABC, E3, WWDC & more

Posted by Dale Buss on June 6, 2011 09:00 AM

In the News

AARP unveils a new ad campaign targeting boomers this week.

Apple will unveil iCloud Android-fighter today at WWDC, as brand leads tablet market in China.

Bank of America and Goldman Sachs lead US bank stocks taking a beating.

Blip.tv ramps up original content to complete with YouTube.

Boeing faces labor strife.

Coca-Cola resists increasing prices.

Demi Moore adds "CNN reporter" to her credits with sex trafficking doc, a subject near and dear to her DNA Foundation.

E3 starts tommorow, where Nintendo will unveil its new Wii console, Sony will tout NGP (its new handheld gaming device) and Microsoft will promote Kinect and position Xbox as the hub of the home entertainment system.Continue reading...

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