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Post-Kraft Spinoff, Mondelēz To Enliven Young, Global Brands

Posted by Dale Buss on April 6, 2012 12:58 PM

Remember all that stuffy marketing from Kraft brands like Oreo, Trident and Tang? Well, once the newly named Mondelēz unit gets its freedom from Kraft in a spinoff of the company's fast-growing, internationally oriented snacks business, expect the marketing chiefs to push the envelope.

The brands to be deposited into Mondelēz — including the aforementioned Oreo, Trident and Tang — "tend to have a younger, vibrant appeal that allow us to push the edge of the marketing much further than some of the classic, traditional, more Midwestern-focused brands," said Mary Beth West, Kraft's chief marketing officer, in an interview with the Chicago Tribune. "That's not a value judgment," she insisted.

But West herself does plan to leave "Midwest" parent company Kraft Foods — based in Northfield, Ill. — to join Mondelēz. And she will be taking Dana Anderson, Kraft Foods SVP of marketing strategy and communications to join Kraft Foods CEO Irene Rosenfeld, who is also decamping to Mondelēz.Continue reading...

celebrity brandmatch

JCPenney Licenses Emeril Lagasse Brand for Cookware Line

Posted by Shirley Brady on April 2, 2012 12:15 PM

JCPenney introduces Emeril Lagasses as its latest celebrity ambassador in a new TV commercial, above. The Bam-tastic chef is putting his name on his first line of cookware, which will be sold exclusively at JCP, which re-re-rebranded in January and produced a series of commercials featuring Ellen DeGeneres for the Academy Awards broadcast in February.

JCPenney Adds Emeril to Celebrity Roster

Posted by Shirley Brady on April 2, 2012 12:15 PM

JCPenney introduces Emeril Lagasse as its latest celebrity ambassador in a new TV commercial, above. The Bam-tastic chef is putting his name on his first line of cookware, which will be sold exclusively at JCP, which re-re-rebranded in January and produced a series of commercials featuring Ellen DeGeneres for the Academy Awards broadcast in February.

place branding

Can a Town Rebrand From Its Racist Past?

Posted by Mark J. Miller on March 28, 2012 04:36 PM

American civil rights tourism is starting to be big business. The National Civil Rights Museum in Memphis is in the midst of a $27 million reno that’ll be finished in 2013 and the Smithsonian is opening a $500 million National Museum of African American History in D.C. in 2014, the same year that the $100 million National Center for Civil & Human Rights is set to open in Atlanta. 

All that said, there are still some places that haven’t quite gotten to the museum-building part yet and are still just trying to just shake their own awful pasts. One Arkansas town that ran most of its black residents out of town back in 1905, burning down homes and shooting out windows, is hoping to let bygones be bygones and recast itself. The small town of Harrison, Arkansas, is now trying to rebrand itself now as a place that’s open to minorities of all stripes, the Associated Press reports.

In a town of 13,000, there are currently only 34 visible minorities that currently live in Harrison, but the town would like to draw more residents and businesses regardless of skin color, the AP adds. Town leaders have created a task force on race relations, invited a civil-rights speaker come in, and printed posters about the city’s past difficulties. But is it all whitewashing?Continue reading...

name game

Mondelēz, Mondelēz: Kraft Employees Name Soon to Be Spun Off Snacks Unit

Posted by Dale Buss on March 21, 2012 01:43 PM

What's in a name? Kraft Foods is about to find out, after announcing today that Mondelēz International is the moniker of the corporate global snack-foods unit that it will spin off by the end of this year, as announced last August.

"Mondelay," you say? Nay, nay! No need to dust off your high school French. The new name — pronounced "Mohn-dah-LEEZ" — is a Kraft-coined word that, the company explained in a press release, is intended to evoke the idea of "delicious world."

"Monde" derives from the Latin (and French) word for "world," the company explained, and "dēlez" is a "fanciful expression of 'delicious.'" And, of course, "International" captures "the global nature of the business."

Even though it won't be consumer-facing, pronunciation will be a challenge ("mon-de-lay," "mon-de-less," or "mon-de-leez"?) for the new name which was, as it turns out, employee-sourced.

Last fall, Kraft invited staffers around the world to suggest names and received suggestions from more than 1,000 employees. The winner was inspired by separate suggestions from two employees, one in North America and one in Europe.Continue reading...

rebranding

Nitro Infuses Brand With Aussie Attitude

Posted by Michael Waltzer on February 21, 2012 04:28 PM

Friendly technology. It may sound like an oxymoron to some, but through thoughtful branding and visual design, it can be portrayed as exactly that. Nitro, which offers a PDF conversion product, has just rebranded for that very reason.

The brand, which started in Australia in 2005 and is now headquartered in San Francisco, felt its visual identity did not reflect its culture, products, or approach. In short, they wanted a brand "we could be proud of." Below, find out how they rebranded and why.Continue reading...

rebranding

University of Tennessee Rebrands With Eye on Top 25 Schools

Posted by Mark J. Miller on February 2, 2012 02:35 PM

The University of Tennessee-Knoxville is currently listed as the 46th best national public university on the highly influential U.S. News & World Report annual rankings, a listing that prospective students and their parents are constantly checking and rechecking while trying to figure out their futures.

For those of you keeping score at home, that puts the school that launched Peyton Manning's football career into a dead tie with the University of Oregon, University of Oklahoma, University of New Hampshire, University of Nebraska-Lincoln, University of Kansas, Florida State, and, if that weren’t enough, North Carolina State-Raleigh.

But who wants to be 46th? Not the University of Tennessee, that’s for sure. Last year, when it was ranked 47th, the university set itself a goal to get into the top 25. Clemson, Rutgers, and the University of Minnesota-Twin Cities can do it so why can’t they? A major rebranding effort that launched this week should help get them there.Continue reading...

retail watch

JCPenney Re-Refreshes Brand - Third Time's the Charm?

Posted by Mark J. Miller on January 26, 2012 03:35 PM

Trying to figure out what’s on sale when and then waiting for the next sale to buy particular items can be frustrating to consumers so J.C. Penney Co. — in its first major overhaul of its retail arm since former Apple exec Ron Johnson took over as CEO in November — is attempting to make things much easier.

The company this week announced that its stores are doing away with having seven kazillion different items on different sales simultaneously and just “marking down all of its merchandise by at least 40% so shoppers will no longer have to wait for a sale to get the lowest prices in its stores.”

The move, including the repositioning commercial above, comes as jcpenney, as the chain rebranded itself at the 2011 Oscars, is re-rebranding with a new logo — following the previous year's rebrand at the 2010 Oscars (check out the logo progression below). What was that about trying to avoid consumer confusion?Continue reading...

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