rebranding

If Only in Name, Muzak, Which Joined the American Vernacular, Fades Away

Posted by Mark J. Miller on February 6, 2013 02:45 PM

For generations, background music of pretty much any type has been commonly known as Muzak.

Elevator riders, phone customers on-hold and consumers everywhere would often find themselves pausing in their day to figure out the name of the Muzak-adapted song they had stumbled across.

But now it appears that future generations will have no idea what Muzak is, and that the Muzak name itself will belong to the past.Continue reading...

brand wars

As Cracker Barrel Moves to Extend Its Brand, Kraft Says: Hold the Cheese

Posted by Dale Buss on February 5, 2013 04:55 PM

Kraft is moving to prevent Cracker Barrel restaurants from extending its store brand into American supermarkets, where Kraft's Cracker Barrel cheese brand has been a major player since 1954.

There was seemingly no big threat to Kraft or to its Cracker Barrel cheese trademark when Lebanon, Tenn.-based Cracker Barrel Old Country Store sold merely a few grocery items under the Cracker Barrel name at small general stores attached to most of its 600-some U.S. restaurants.

But now that Cracker Barrel has struck a major licensing agreement with the John Morrell Food Group to sell Cracker Barrel-branded food products through grocers and mass merchandisers, Kraft says it is concerned that the restaurant chain's brand expansion could create confusion among consumers — and thereby damage the Kraft line.Continue reading...

brand r.i.p.

RIM Shot: BlackBerry CMO Boulben Explains Why Company is Rebranding

Posted by Shirley Brady on January 31, 2013 09:32 AM

BlackBerry CMO Frank Boulben explains why Research in Motion is no more and the company is rebranding in a video taped during Wednesday's BlackBerry 10 launch in New York.

Also at the event, as you can watch below, Grammy Award winning singer Alicia Keys explained in an on-stage chat with CEO Thorsten Heins why a self-described "iPhone junky" is taking on the global creative director title at the company.Continue reading...

mobile brands

Farewell, RIM: BlackBerry Unveils BB10, Tagline and Creative Director Alicia Keys

Posted by Sheila Shayon on January 30, 2013 04:28 PM

Any doubt that the BlackBerry 10 is central to the survival of Research In Motion was likely erased on Wednesday as the company not only unveiled its new operating system and phones, but changed its corporate name to "BlackBerry," too. "We have a fantastic brand, BlackBerry, and we are known as such all over the world, except in North America," CMO Frank Boulben commented in a video interview at the launch. "We wanted to take full advantage of that global, iconic brand."

"We have redefined ourselves inside and out," said CEO Thorsten Heins, speaking from New York to launch events held across the globe, including one held at the world's tallest building, Dubai's Burj Khalifa, in its $650-a-night Armani Hotel. "RIM becomes BlackBerry. It is one brand, it is one promise." He declined to specify the company's marketing spend for the corporate rebrand and a global launch of BlackBerry 10 that includes Sunday's Super Bowl ad buy, but characterized it as in the "hundreds of million dollars."

That was partially evident at the New York launch with the introduction of Grammy Award winning singer Alicia Keys as the company's "global creative director." It's a trend that follows Lady Gaga's arrangement with Polaroid, will.i.am with Intel, Victoria Beckham with Range Rover, and Keys' husband Swizz Beatz with Reebok — and no doubt annoys creative directors.Continue reading...

sporting brands

Hornets No More: New Orleans NBA Team Begins to Morph Into the Pelicans

Posted by Mark J. Miller on January 25, 2013 11:11 AM

Time to buy up all the New Orleans Hornets gear you can: The NBA team has announced it will become the Pelicans.

“This isn’t something that was just done overnight,” said team owner Tom Benson, according to the New Orleans Times-Picayune. “We are not just changing the name to change the name. The Hornets name came from Charlotte. That fits in with Charlotte. It doesn’t fit into New Orleans, La., or our area here."

He continued: "The Hornets don’t mean anything here. We needed something that symbolizes New Orleans and Louisiana and the Gulf Coast. And nothing does that better than this name.”Continue reading...

celebrity brandcasting

More Barrymore: Actress Launches Her Own Wine Label and Cosmetics Brand

Posted by Mark J. Miller on January 17, 2013 01:20 PM

Meet Drew Barrymore, the expanding solo retail brand.

The 37-year-old actress, who has spent her lifetime performing, announced this week that she has undertaken lines of wine and cosmetics.

"I just want to do the things that you actually do in life, which is drink wine and play with makeup," she told OK! magazine in an interview posted Thursday. "It took years... to make both of these brands."

Barrymore Wine, which launched itself with a Pinot Grigio, was created to honor her family, she said on the label's website.  In promotional copy highlighted by Buzzfeed, she pokes fun at "Real Housewives of New York" star Ramona Singer, who has also launched a Pinot Grigio: “Move over Ramona Singer, you’re so yesterday’s news… let the “Real” Stars, not reality stars, show you how to drink Pinot Grigio!”Continue reading...

chew on this

McDonald's Appeals to Aussie Pride With Macca's Rebrand in Australia

Posted by Mark J. Miller on January 8, 2013 11:55 AM

Mickey D’s, the Golden Arches, McD's, McDonaldos, Macca's. McDonald’s has plenty of nicknames worldwide, but you’ll never roll up to a franchise of the 72-year-old brand and find any of them on the restaurant’s official sign.

After all, the company has entered into plenty of trademark suits in attempts to protect its name. It lost a fight against Malaysia’s McCurry in 2009, but won its battle against the Philippines’ MacJoy. In the ’90s, thanks to the work of the McDonald’s legal team, San Francisco coffee shop owner Kathleen McCaughey had to change the name McCoffee even though it had existed with that name for 17 years. But McDonald’s is still thwarted in the Cayman Islands, thanks to a local entrepreneur's MacDonald's Family Restaurant there.

Even while its lawyers are busy protecting the brand name and trademarks, the corporation is letting its Australian team have a bit of fun with the name. The brand is affectionately called Macca’s Down Under, and the company has decided to adopt the nickname officially on signs at 13 outlets, on social media and in its advertising for a limited promotion that kicks off today and runs through Feb. 4th.Continue reading...

brand revival

Lincoln Brand Relaunch Paying Early Dividends for Ford

Posted by Dale Buss on January 4, 2013 05:06 PM

You may have read (or red — see above) Ford's attempts so far to reposition Lincoln as a saddle without a horse. But at least one key indicator of brand equity shows that Lincoln already has been able to boost perceptions with a branding and advertising campaign even before much is available in the way of new vehicles that are planned under its revival.

Reintroducing the brand with its full-page "Hello Again" newspaper ads, a series of five TV spots, the renaming of the brand as "Lincoln Motor Company," and persuading talk show host Jimmy Fallon to rally his 7.3 million Twitter followers to crowdsource Super Bowl ad ideas has helped Lincoln quintuple its impression levels since early November, YouGov BrandIndex research indicates.Continue reading...

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