in the spotlight
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...
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
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...
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
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...
Posted by Shirley Brady on March 1, 2011 07:00 PM
Starbucks turns 40 on March 8th with a new brand identity. Its new wordless logo can be seen on its anniversary special blend for the occasion: Tribute, a limited-edition mix of five of its most popular coffee beans, which can be ordered here. Find out more on its blog, or in the video below.Continue reading...
Posted by Sheila Shayon on February 25, 2011 04:00 PM
Sunday’s Academy Awards marks jcpenney’s tenth year as exclusive retail sponsor of the Academy Awards. This year, in tandem with many of the attendees, it will be putting forth a fresher face — only this one will make it obvious that it's had work done.
In tandem with the retailer's rebranded logo, look and identity, its advertising during the Oscars telecast on ABC will introduce a new tagline: “We make it affordable, you make it yours.”
The brand is squarely positioning itself as an expert in great style at compelling prices. Seven 30-second spots produced in partnership with Saatchi & Saatchi will highlight key brands including Liz Claiborne, MNG by Mango, People StyleWatch and Cindy Crawford Style.Continue reading...
Posted by Abe Sauer on February 25, 2011 02:00 PM
While oil news turns to talks of shortages following unrest in North Africa and the Middle East (especially Libya), one of the most "renowned" oil companies as of late has quietly made a small change to its brand in Russia.
TNK-BP, Russia's third largest oil producer — half owned by the Alpha-Access-Renova (AAR) consortium and half owned by BP — has recently begun using a BP starburst logo with all the green removed. Should we expect to see this colorless palate spread across BP's global identity?Continue reading...