When it Comes to Product Placement, Captain America Has Friends With Benefits

Posted by Abe Sauer on July 22, 2011 06:00 PM

Our loyal readers (Hi Mom!) know all about Captain America's tie-ins with Dunkin' Donuts and Norton Anti-Virus. They've been riveted by the search for Captain America's leather jackets. They've ridden along on Captain America's Harley-Davidson deal.

Now, as Captain America: The First Avenger heads into its opening weekend — poised, it seems, to unseat the mighty Harry Potter juggernaut — we bring you more news of how Marvel has powered up brands for the Captain's Comic-Con timed big-screen debut ... and a little somethin' somethin' about who's been cozying up to Friends with Benefits on its first weekend date with moviegoers. Continue reading...


Captain America, Captain of American Industry at Comic-Con and Beyond

Posted by Abe Sauer on July 21, 2011 09:00 PM

Dunkin' Donuts is leaving no bear claw unturned in its quest to wring every last bit of promotion out of its partnership with Marvel's Captain America: The First Avenger, which opens Friday.

The commercial Dunkin' has been running to call attention to its line of Captain-inspired products is creative and fun. Then there is pressuring Captain America star Chris Evans into admitting that producers have told him just how that shield gets buttered.

But that's not all for Dunkin' Donuts' tie-ins, nor Captain America's. Bring on Comic-Con, Harley-Davidson and... Norton Anti-Virus?Continue reading...

trademark wars

Brewhaha: Starbucks Steamed by Acronym Challenger

Posted by Sheila Shayon on July 21, 2011 12:00 PM

Starbucks is suing a South Dakota communications company to protect three letters it holds dear: SDN.

The acronym for Starbucks Digital Network, which provides free web access and exclusive content to in-store users and via a smartphone app, is being challenged by broadband service provider South Dakota Network, which operates as SDN Communications, over rights to use the acronym trademark.Continue reading...

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.

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
paperCorporate Citizenship in Canada
Fresh thinking from Interbrand
Sheryl Connelly
Sheryl Connelly

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