Best Global Green Brands 2014

sporting brands

Brooklyn Nets Roll Out More Aggressive Campaign Ahead of New Season

Posted by Mark J. Miller on September 16, 2013 12:39 PM

The NBA’s Brooklyn Nets are heading into their second season and have added a few big players—namely, Paul Pierce, Kevin Garnett, and Andrei Kirilenko—that actually give the team a very good shot at unseating LeBron James and his Miami Heat teammates as NBA champions.

Riding high on optimism, the organization has launched a new campaign that will be bolder—and multi-lingual. The "Are You Ready" campaign will feature billboard, print, TV digital, social and kiosk installations throughout the New York, New Jersey and Connecticut markets, and will be broadcast in English, Spanish, and Russian—the native language of billionaire team owner Mikhail Prokhorov and new star Kirilenko.

The team has also named its first cross-platform sponsor, Securwatch24, which was founded by a former Brooklyn police officer. The brand will get mentions in the new campaign as well as placement inside the Nets' home court, the Barclays Center. The five-year, multimillion dollar deal will help offset the costs of maintaining the highest payroll in the NBA.Continue reading...

multicultural marketing

Jeremy Lin is a Chinese Marketing Juggernaut

Posted by Abe Sauer on August 26, 2013 04:45 PM

It's been over a year since "Linsanity" took over in New York City before spurring a global marketing phenomenon. Since then, Jeremy Lin has become the face of numerous brands in China and Taiwan, including Nike, Gatorade, Volvo and KFC. It's the last of those brands that's currently using Lin in a way that Western consumers would likely never see, shedding some light on why Lin is such a valuable spokesperson in Asia.

China (and Taiwan) have seemingly become Lin's regualr off-season home after he shot to stardom. He is nearly as well integrated in Asian culture as he is in the US, with a Weibo account as robust as his Twitter. And when he's not being mobbed by fans, Lin spends his time touring the country with his JLin Basketball Camp and visiting sickly orphans. Could Asia ask for a better role model?Continue reading...

brand news

In the News: JCPenney, Dole Foods, Lincoln and more

Posted by Dale Buss on August 13, 2013 09:34 AM

In the News

JCPenney sees divisive director and largest shareholder Bill Ackman resign from board as George Soros backs CEO.

Dole Food agrees to $1.2-billion buyout.

Lincoln tutors car dealers on how to sell luxury to younger generation.

AOL firing of Patch executive gets messy.

BlackBerry ponders sale to Canadian institutions.

Chipotle and Jack in the Box settle trademark lawsuit.

Corona sponsors Marc Anthony tour.

eBay trials personalized fashion recommendations. 

Facebook adds tie-in with OpenTable restaurant bookings. 

Gap woos Gen Y with denim campaign.Continue reading...

celebrity brandmatch

Adidas Pop-Up in London has D Rose Fans Jumping—for Sneakers

Posted by Mark J. Miller on August 1, 2013 06:11 PM

Whether you’re playing ball on the playground or in an NBA arena, the basket’s rim typically sits 10 feet above ground, a height generally out of reach for average-sized men and women.

Some people, of course, can not only touch that rim but get up above it; a bunch of them are in the NBA, but there are plenty still out in the streets and Adidas and Chicago Bulls star Derrick Rose went out to find them.

The shoemaker offered a little bit of incentive for its London pop-up shop to those who could jump the 10 ft. height—if they could reach the new Rose shoes, they could keep them.Continue reading...

sporting brands

NBA’s Suns Change Logo with Hopes for Brighter Future

Posted by Mark J. Miller on June 21, 2013 05:22 PM

The NBA season finally drew to a close Thursday night as LeBron James and friends brought the Miami Heat its second consecutive championship. While the large majority of basketball fans were bringing closure to the season, one team’s fans are already full of talk about next season. And what has them gabbing is what their team’s players might be wearing when they hit the court.

A local NBC sports radio affiliate in Arizona tweeted out what it says will be the new jerseys for the Phoenix Suns, the Western Conference’s worst team this past season. The tweet has since been deleted and the Suns have no official word on the subject, but The Basketball Jones points out that T-shirts with the new logo on them are already being sold at the NBA store so it’s a pretty good bet that the new logo design is for real.Continue reading...

celebrity brandmatch

Jay-Z, Samsung Team Up for Deal to Cross-Promote New Album, Smartphone

Posted by Sheila Shayon on June 17, 2013 11:53 AM

Jay-Z has already sold one million copies of his yet-to-be-released new album, Magna Carta Holy Grail, which isn't available to the public until July 7th.

The canny entrepreneur has spun a deal with Samsung so that the first million owners of Samsung’s Galaxy S3, Galaxy S4 and Galaxy Note 2 can download the free Magna Carta app from the Google Play store, which will give them exclusive access to the new album for free starting July 4th. The unique pair-up was announced during a commercial break at game 5 of the NBA Finals that included a player watching the announcement video in real-time on his Samsung device. 

"This is a smart strategy on Samsung’s part. Big fans of Jay-Z’s might be tempted to make the Galaxy S4 or Galaxy Note 2 their next phone due to the promotion, while Samsung fans get a free new album to rock on their phones," notes VentureBeat.Continue reading...

ad watch

NBA Teams Look High and Low for New Sources of Ad Dollars

Posted by Mark J. Miller on June 10, 2013 03:08 PM

In a constant quest for cash, the NBA and sports teams in general have managed to slap their team names and logos on just about everything, bringing in revenue from countless apparel and gear deals, not to mention ticket sales, concessions and broadcast deals. Miami Heat garden gnome, anyone?

Though, in a new bid for revenue, the NBA won't be selling its own wares, but others. The league's governing body has approved a deal that would open up advertising space on backboards and court itself, according to Sports Business Daily. 

Just a year ago, it appeared that the NBA might approve advertising on team jerseys, but that idea was quickly tabled for the current ad deal, which could net teams anywhere from a couple hundred thousand to upwards of $2 million per year.Continue reading...

sports in the spotlight

NBA's Jason Collins Won't Be the Only Brand to Benefit from His Coming Out

Posted by Mark J. Miller on April 30, 2013 01:35 PM

Most Americans had never heard of Jason Collins before Monday. Even the large majority of NBA fans wouldn’t have immediately placed him, even though he’s played on six teams over the course of 12 seasons. Now he’s going down in the history books as the first active male athlete on a major US sports team to reveal he's gay.

After breaking the news on the cover of Sports Illustrated, the social web lit up with support for the Washington Wizards center, who said he first contemplated coming out during the 2011 lockout, and then was further motivated by the Boston Marathon bombings.

Thankfully, the sporting community and the world in general have changed a lot in recent years, as those that have come before Collins—like the NBA's John Amaechi and tennis legend's Martina Navratilova and Billie Jean King—faced harsh criticism from peers and big financial losses from sponsors.

But as for Collins, his announcement will likely be followed up by a multitude of endorsement deals from top brands and maybe even a new contract for next season.Continue reading...

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