Posted by Dale Buss on November 10, 2011 12:25 PM
It's almost the time of year again for weight-loss brands to make hay while the sun shines. And Jenny Craig is stepping up in a big way.
The leading diet brand is overhauling its approach for the post-holidays weight-loss season, adopting a new, more holistic positioning that goes beyond simple dieting. The brand has begun a relationship with the American Heart Association, supporting local efforts and reaching out to moms over their concerns about childhood obesity.
Jenny Craig has dropped its surname, to go with just "Jenny," and has recruited a slimmed-down Mariah Carey to serve as Jenny's brand icon and celebrity spokesperson.
"'Jenny' has a greater vision," CEO Dana Fiser told brandchannel. "We can do good work. Overweight is, of course, a huge part of the population. And we're concerned about children. We really think with this new brand platform and the American Heart Association that we can help modify behaviors with mothers and also influence the behaviors of children."Continue reading...
Posted by Abe Sauer on November 3, 2011 01:02 PM
The long winter of discontent for the discontented is setting in, historically early in the Northeast. Just as the Occupy movement is claiming some victories (Bank of America rolling back its $5 monthly fee in response to Occupy and social media outcry), some of its most important outdoor encampments are facing winter weather.
Now, a second wave of activism tangential to the global protests sparked by Occupy Wall Street is popping up. As supporters move to raise Made-in-the-USA money to help the movement through the winter, others are boycotting businesses perceived to show sympathy — or not.Continue reading...
Posted by Abe Sauer on November 2, 2011 03:28 PM
This week, Old Navy launches its 2011 holiday marketing campaign, which "invites customers to 'Come fun, Come all' and experience the secret source of all Old Navy fun — the place where the brand's quirkiest ideas are born and tested."
The "magical tour of where the brand's fun and quirky ideas are born and tested" is called "Funnovations Inc."
It's a way for Old Navy to breathe a little excitement into the brand by giving consumers a look at, and some input into, its product pipeline. The only question is if Old Navy used its Researchovations department to see if the Willy Wonka-esque "Funnovations" was already trademarked. (Hint: It is.)Continue reading...
Posted by Sheila Shayon on November 1, 2011 07:33 PM
The weather may be getting colder in its birthplace, but the Occupy Wall Street movement — which today rejoiced with news that Bank of America is backpedaling on fees — is heating up as more parties want a piece of it.
The unincorporated association of organizers behind the protests filed a trademark application last week (Oct. 24), seeking an official license to use the term in periodicals and newsletters, on clothing and bags and on a website with "photographic, audio, video and prose presentations."
The bigger question: can a grassroots movement be branded, and who stands to win or lose? The trademark battle actually began weeks earlier, as brandchannel's Abe Sauer reported, with variations on the theme from "Occupy D.C. 2012" to "We are the 99%" and "I am the 99%."Continue reading...
Posted by Sheila Shayon on November 1, 2011 10:55 AM
The imminent change in domain names that will be ushered in by ICANN's new gTLD (generic Top-Level Domain) program is turning into a veritable war.
A last-minute campaign to stop it is being led by the Association of National Advertisers (ANA), which has reached out to the American Association of Advertising Agencies, the Direct Marketing Association, and more than 20 other advertising and marketing organizations to join their protest. They're lobbying Congress and the Commerce Department on the new TLD program, which is scheduled to commence on January 12th, with the ANA telling Adweek they will take their objections to court if necessary.
Separately, another consortium of brands and trademark holders calling themselves CADNA, or the Coalition Against Domain Name Abuse, is hosting a conference today in New York, where they will discuss their concerns and collective proposal to ICANN. With speakers including the VP of legal for DirecTV and the former VP of digital for Mattel, CADNA is taking a less aggressive approach to the issue.Continue reading...
Posted by Abe Sauer on October 25, 2011 10:55 AM
Boasting glamorous commercials with high production values, a recognizable "brand" and a million loyal brand champions, it was only a matter of time before opportunists started to look for ways to cash in. Now, both the 99% and the 1% are trying to claim 100% of the Occupy Wall Street and 99% movements.
On October 18, Robert and Diane Maresca, a couple from Long Island, New York filed to trademark "Occupy Wall Street" for use on "Clothing, shirts, sweat shirts, headwear, footwear."
"If I didn’t buy it and use it someone else will," reasoned Robert. The couple's pending trademark application for the movement is not the only one. Nor are private citizens the only ones trying to ride the populist wave.Continue reading...
brands under fire
Posted by Shirley Brady on October 21, 2011 05:45 PM
On September 7th, Ben & Jerry's announced the impending release of a limited edition ice cream flavor — Schweddy Balls.
A punning reference to a Saturday Night Live skit starring Alec Baldwin, the suggestive name quickly attracted the ire of conservative groups such as the American Family Association.
Now, some supermarkets are reportedly bowing to the pressure and pulling the Unilever-owned ice cream maker's latest controversial stunt flavor, as AP and CBS are reporting.
Posted by Sheila Shayon on October 21, 2011 04:02 PM
Internet real estate as we know it will change irrevocably on January 12th, when the Internet Corporation for Assigned Names and Numbers (ICANN) starts taking applications for its new Top-Level Domain Program.
There are (currently) 22 generic TLDs (gTLDs) such as .com, .org and .net, and 250 specific country-code TLDs (ccTLDs) like .ca for Canada, .uk for the United Kingdom, .jp for Japan and .mx for Mexico. Come January, however, virtually any word or brand name can become a gTLD for a $185,000 application fee, proof of being able to pay for the gTLD going forward, and sufficient justification by the brand.
Dotbranding introduces a whole new way to surf the web, enhancing companies’ SEO strategy, heightening protection against interlopers and cybersquatters, and letting brand names serve as web addresses with the potential for a variety of sub-domains.
Deloitte, Canon, Hitachi, Motorola and UNICEF are filing for their .brand web addresses, according to Marketing Week in the UK.Continue reading...