WWE Are Family: World Wrestling Entertainment Rebrands, Expands

Posted by Shirley Brady on April 8, 2011 10:30 AM

Having lost its battle with the World Wildlife Federation in 2002 over the acronym WWF, World Wrestling Entertainment is now formally rebranding to WWE "to expand beyond the ring as an entertainment company with a new TV network, scripted and reality shows and animated programs," reports the Associated Press.

"We will always be loyal to our core business that made WWE a globally known entity, however, the future of WWE will be the addition of new entertainment content opportunities beyond the ring," said Chairman and CEO Vince McMahon in a statement. That includes pursuing "acquisitions and outsourcing of parts of its core business, such as TV and film production, live event production and licensing its content to third parties."

To that end, its reality show, a search for "the next WWE superstar" called Tough Enough (above), just debuted on the USA Network following three seasons on MTV; while its WWE Studios division has a slate of theatrical movies coming out, including That's What I Am on April 29, starring Ed Harris, Amy Madigan and WWE wrestler Randy Orton:


Vodacom Goes Red With a Splash

Posted by Shirley Brady on April 5, 2011 02:30 PM

Now that it's majority owned by the UK's Vodafone, the South African wireless brand Vodacom has rebranded, changing its official color from blue to red and adopting a new tagline ("Power to You"). But as it notes below, it's more than just a new paint job — and there are some interesting twists and turns to its new image.Continue reading...


Carlsberg Calls for New Brand Positioning

Posted by Barry Silverstein on April 5, 2011 12:00 PM

Carlsberg, arguably one of the world's premium beer brands, is getting its most significant makeover since the beer's origination in 1847.

Call it part of brand rejuvenation — a phenomenon that occurs when a brand sets its sights on aggressive growth in a market where demand might be softening and competition is fierce.Continue reading...

lather, rinse, rebrand

Playtex Looks to Lift and Separate Branding

Posted by Abe Sauer on March 25, 2011 11:00 AM

Are you a woman? Does the brand name "Playtex" mean anything to you? Anything good? If so, you also may be the new target of the £1m campaign in the UK to reposition Playtex as the underwear brand for women over 50. You might say it hopes to shape women in more ways than one.Continue reading...


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...

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