Best Global Green Brands 2014

sports in the spotlight

Brands Climb Onto NFL, NCAA Juggernauts for Football's Big Kick-Off

Posted by Dale Buss on September 5, 2012 05:02 PM

Are you ready for some football? Big brands surely are. The National Football League may be a marketing and TV-programing juggernaut, but it is carrying more weight for more major brands than ever.

Take auto advertisers, for instance. Despite football telecasts that already were slated to be crowded with other car brands, Audi decided to use tonight's kickoff game between the New York Giants and Dallas Cowboys for the marketing launch of its crucial new 2013 S Models. These performance nameplates (S6, S7 and S8) and the "S" brand are fundamental for Audi to move to the next phase of its positioning in the U.S. market, as a provider of exciting, luxurious and well-designed automobiles.

And so the NFL gets the call tonight to host the first Audi ad under its new tagline, "Heighten Every Moment," featuring the Audi S8. The 60-second spot (watch it above) will run in the first break after kickoff. Audi also announced that it will appear in the Super Bowl game in February, its sixth consecutive advertising appearance in the big game.Continue reading...

brands under fire

Penn State Supporters Reel at Unprecedented NCAA Sanctions

Posted by Shirley Brady on July 23, 2012 11:47 AM

Penn State players, alumni and other supports are in shock today following the NCAA's unprecedented actions in the wake of the Jerry Sandusky child abuse scandal: a $60 million fine, a four-year college bowl ban and 40 scholarships axed, in addition to erasing all 14 seasons of victories under late coach Joe Paterno. The move follows a damning report by former FBI director Louis Freeh that accused the university of enabling former Penn State football coach Sandusky's crimes.

The NCAA's executive committee chair Ed Ray stated at a press conference, "The historically unprecedented actions by the NCAA today are warranted by the conspiracy of silence that was maintained at the highest levels of the university in reckless and callous disregard for the children. There is incredible interest in what will happen to Penn State football. But, the fundamental story of this horrific chapter should focus on the innocent children and the powerful people who let them down." Are the NCAA sanctions excessive in your opinion? Post a comment below. (Update: Click here for Penn State president Rodney Erickson's response.)

games people play

March Madness: The Likeness of Legends

Posted by Nicole Briggs on March 30, 2012 04:31 PM

As you tune into the March Madness games, what do you think your favorite college athletics should receive for their hard work on the court, their image, and likeness? As you mull over that question, consider this case. 

In the fall of 2011, former Boston Celtic and University of San Francisco athlete, Bill Russell, who led University of San Francisco to the NCAA championship in 1955 and 1956, joined forces with former UCLA basketball star Ed O’Bannon on the behalf of other former NCAA players to sue Electronic Arts and the NCAA, as covered by Bloomberg News. 

The former college basketball stars accused the NCAA and Electronic Arts for “violating federal antitrust law by unlawfully foreclosing former Division I men’s basketball and football players from receiving any compensation related to the commercial use of their images and likeness,” stated Jon King, an attorney for the former players, to Bloomberg.Continue reading...

sporting brands

Brands Tap Into NCAA March Madness

Posted by Dale Buss on March 8, 2012 02:01 PM

With conference tournaments dominating this week in men's college basketball, it means that official March Madness is just around the corner. And when the NCAA men's tournament begins next week, brands are going to be more ready than ever to take advantage. That's because March Madness has become a multifaceted, extended marketing "season" much as the NFL Super Bowl represents earlier each year.

In fact, in some ways, March Madness arguably has become an even more effective tentpole marketing platform than the Super Bowl.Continue reading...

ad watch

Under the Tentpoles: Oscars Boosted Tech Brands; Super Bowl Drove Auto Brands

Posted by Dale Buss on March 2, 2012 05:31 PM

While some automotive advertisers were toting up their marketing gains from ads that they ran during Super Bowl XLVI last month, some tech brands were gaining affirmation of their own strategies for Sunday's appearances in another "tentpole" TV event, the Oscars.

Volkswagen, for example, generated 1.9 billion media impressions through its Super Bowl advertising and associated activities, including 32 million views on YouTube of its much-touted video for the game, including the "Star Wars" canine teaser and its "The Dog Strikes Back" ad for the Volkswagen Beetle (above). That produced a "media-equivalent value" of $62 million compared with the estimated cost of $3.5 million to $4 million for 30 seconds of Super Bowl time.

"That was a strong payback from what was a significant investment in Super Bowl presence," Volkswagen of America CEO Jonathan Browning told reporters on Thursday.Continue reading...

brand news

In the News: Most Admired Companies, Yelp, Hunger Games, more

Posted by Dale Buss on March 2, 2012 08:59 AM

In the News

Aereo is sued by major media companies alleging copyright infringement.

Apple, Google and Amazon lead Fortune's 2012 world's most admired companies ranking.

Apple could find politics on its side in China iPad dispute, while Apple and Samsung lose countersuits in Germany.

CNN was talking with Andrew Breitbart about new show before his death, report says.

Chrysler leads brand gains in robust February auto sales in U.S. market.

Disney draws criticism with governance panel.

Enterprise leverages NCAA sponsorship for March Madness.Continue reading...

sporting brands

So Sioux Me: UND Fighting Sioux Live to Fight Another Day

Posted by Reneé Alexander on February 28, 2012 05:49 PM

The University of North Dakota Fighting Sioux are back! For now, anyway — although UND was just snubbed over the name, so watch this space.

The Grand Forks-based school has been embroiled for decades in a tug of war over its moniker and logo, which features a Native American warrior wearing a feather headdress.

Traditionalists have fought to keep it while those who believe it is offensive to Native Americans have long argued it needs to be retired in favor of something more politically correct.

UND officially dropped the divisive nickname in late 2011 but it was resurrected this month after local residents collected 17,000 signatures seeking to put the issue to a state-wide vote. As part of the process, a law requiring the school to reinstate the nickname went back into effect. Continue reading...

sports in the spotlight

NAIAS Watch: Nissan and Buick Double Down on College Sports

Posted by Dale Buss on January 11, 2012 05:44 PM

Nissan and Buick marketers recognize the advertising juggernaut that the NFL has become. And their brands, like their rivals, are advertising during this month's NFL Playoffs, and many brand are gearing up for record auto-industry spending to advertise during Super Bowl XLVI on February 5.

But Nissan, its Infiniti luxury brand, and GM's Buick brand also have been making a departure from the football-chasing pack by investing more heavily than the rest in special marketing relationships with college sports, both basketball and football. Infiniti and Buick are the car sponsors of NCAA's March Madness basketball tournament.

And in the meantime, Nissan has been ramping up its ties with college football and the Heisman Trophy, signing a new five-year agreement as a "premier partner" with the award that goes to the game's best player each year. "It's a big strategic opportunity for us," Bill Peffer, Nissan's director of marketing communications, told brandchannel. Nissan wil be able to feature the Heisman Trophy in ads, for instance, and bring the hallowed piece of metal with it now on College Football Experience tours that it brings to football-crazy campuses.Continue reading...

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