Best Global Green Brands 2014

rebranding

Hotels Swap Brands to Refresh Local Properties

Posted by Barry Silverstein on March 17, 2011 12:00 PM

As the W Hotel officially opened its first property in London last night with a bash that included a performance by Mick Jones and Roger Daltrey (a pre-opening sneak peek shows its Leicester Square surroundings, above) another trend is sweeping the hotel world.

Rather than opening new properties, major hotel brands are using a new strategy to grow. Squeezed by rising costs and tight credit, they're "reflagging" or rebranding to convert an existing hotel property to be part of a different brand family.Continue reading...

quote unquote

Starbucks: "Everywhere, Accessible, Predictable"

Posted by Shirley Brady on March 13, 2011 12:15 PM

“Has anybody said they came back because people love the coffee again? They came back because they’re remaking themselves as a brand that competes on value, largely — a brand that’s everywhere, easily accessible, predictable."

— Bryant Simon, author of "Everything but the Coffee: Learning About America From Starbucks," commenting in "A Changed Starbucks. A Changed C.E.O." in today's New York Times

 

design watch

Would You Let Your Logo Have 40,000 Permutations?

Posted by Shirley Brady on March 10, 2011 11:15 AM

MIT's famed Media Lab would, tapping a couple of alumni designers to reimagine its visual design and logo to celebrate its 25th anniverary. Check out the explanatory video above, and read more on Fast Company's Co.Design.

in the spotlight

Starbucks Turns 40 Today With New Look, Menu Items

Posted by Shirley Brady on March 8, 2011 08:00 AM

Starbucks isn't the first siren to turn 40 and reveal a fresh face to the world. Yes, it's had some work done — and it's asking customers to be kind and "give it time." (CEO Howard Schultz told USA Today about the logo and rebranding brewhaha, "I do like the fact they're talking about us.")

Four flagship locations will unveil the new logo signage and packaging today: Solana store in Beijing — timed to the launch of its VIA instant coffee packets in China — plus Avenue de l'Opera in Paris, Brompton Road in London, and Times Square in New York. 

A new advertising campaign touting "moments of connection" will roll out in newspapers and TV next week, while in-store freebies and new menu items will thank customers for their loyalty.Continue reading...

quote unquote

Starbucks CEO on Brand's 40th: "I do like the fact they're talking about us."

Posted by Shirley Brady on March 7, 2011 12:00 PM

"I can't answer why people are so emotionally linked to what we do or why they like or don't like us so much. I do like the fact that they're talking about us. ... Over the past 18 months, we've become more relevant to our core customer and younger audience. The maturation of the company has enabled this. These are the best of times for Starbucks."

— Starbucks chairman and CEO Howard Schultz to USA Today in a Q&A highlighting Starbucks' 40th anniversary on March 8th, hotly debated rebranding and how it's evolving.

In addition to releasing a limited-edition tribute coffee, the brand is celebrating its anniversary this week by giving customers a treat with beverage purchase — details below.Continue reading...

chew on this

New Pork Branding Seeks Right Flavor

Posted by Dale Buss on March 4, 2011 01:30 PM

The U.S. pork industry’s iconic marketing slogan, “The Other White Meat,” was crisp and clear and clever and to the point. And when it was introduced 24 years ago, the slogan connected easily with a generation of American consumers who were becoming uncomfortable with the fat and cholesterol in red meat.

Will pork producers’ new campaign and slogan, “Pork: Be inspired,” make the same kind of connection?

It’s not as catchy as its predecessor, to be sure. But industry executives insist that the new positioning will strike the right note with its main target, which – presumably unlike the audience for “The Other White Meat” — is existing pork eaters.Continue reading...

logo-a-gogo

Zen Palate: At JAL All Old Things Are New Again

Posted by Abe Sauer on March 2, 2011 04:00 PM

Continuing on our airline rebranding theme today, we invite you to cast your mind back 20 years (or so) ago. In those days before the rise of China in the global economy, it was a given that everyone would soon be speaking Japanese and working for one of the Tokyo-based conglomerates that was buying up everything in the world, including the Sears Tower.

The flagship airline on which our new global overlords would convey themselves from one superpower nation to another would be national carrier Japan Airlines, or JAL. Well, things didn't exactly turn out as planned and JAL, once one of the most noteworthy and praised aviation brands, was brought down to earth with a rebranding that clipped its soaring crane. Well, everything old is new again — the bird is back, and ready to ascend with Brand Japan once again.Continue reading...

ready for takeoff

United Continental Rebranding Takes Off Without Tulip

Posted by Sheila Shayon on March 2, 2011 03:00 PM

It’s been five months since United Airlines and Continental Airlines merged, and their recently ratifed union is banking on an advertising campaign to woo back travelers, even as airlines have raised fares four times this year due to higher fuel costs.

The United name and the Continental globe are combined in the new branding, which is being promoted in a campaign that's rolling out in stages.

Phase one includes billboards and the inflight Hemisphere magazine this month, followed by media buys in key markets such as Newark, New Jersey's international airport hub next to New York City.Continue reading...

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