brand news

Brand News: AT&T, GE, Colgate and more

Posted by Dale Buss on August 14, 2014 09:32 AM

TOP STORIES

AT&T slashes prices on iPads, expands ultrafast GigaPower broadband to Dallas.

Cisco plans to cut 6,000 jobs.

GE talks with Electrolux and Quirky about selling home-appliance unit.

Colgate's use of triclosan in Total sparks debate.

T-Mobile CFO calls Iliad offer "inadequate."

MORE BRAND NEWS

Applebee's teases new burgers with digital campaign.

Burger King drops "Satisfries."

Buzzfeed explains new business model.

Comcast experiments with marathoning TV shows.

Discovery sees debunking Shark Week become a cottage industry.Continue reading...

celebrity brandcasting

will.i.am Designs for Lexus as Celebrity Creative Director Trend Rolls On

Posted by Mark J. Miller on August 1, 2014 06:20 PM

will.i.am is not afraid to share his creative vision with any brand willing to pay to hear his thoughts. The artist formerly known as Michael Adams has previously helped Intel and Coca-Cola shape their creative vision and new products and is now lending himself to Lexus Europe.

Lexus Europe is launching a new Lexus NX model and will.i.am will design his own limited-edition “sharply styled, premium, mid-size SUV” as part of it, according to Marketing Magazine. He’ll also star in the brand's Striking Angles campaign. 

"We’re really excited to be working with will.i.am,” said Alain Uyttenhoven, head of Lexus Europe, Marketing Magazine reports. “His unrivalled passion for design and innovation, coupled with his incredible creativity, makes him the perfect partner for our Lexus NX 'Striking Angles' campaign."

But this isn't the artist's first rodeo with Lexus. Only a month ago, Lexus sponsored Pyramidi, “the debut gallery artwork by will.i.am,” according to The Auto Channel. The artwork was displayed at a gallery in London and “explores the interface between analogue and digital music in a live gallery experience featuring project-mapped visuals accompanied by a new song composed by will.i.am.”Continue reading...

trademark wars

Protecting the Sport of Fitness: In and Out of the Box, CrossFit Defends Its Brand

Posted by Nicole Briggs on July 22, 2014 02:04 PM

CrossFit: chances are you’ve tried it, either loved it (or hated it) or know someone who can’t live without it. The fitness phenomenon launched by Greg Glassman in 2000 has grown from cult popularity to an expansive lifestyle brand based off its strength and conditioning programs.  

Today, there are more than 9,000 affiliated gyms, and although CrossFit Inc. licenses its name to those gyms for an annual fee, having thousands of affiliated locations across the world makes it extremely hard to fish out the reals from the fakes. 

After all, part of the success of a brand could be directly related to the how well they police their trademark(s), and CrossFit's legal team is no stranger to the good ol' cease and desist letter. The brand has previously gone after Cross Gym, CrossFat, Caldera Cross-Fit, CrossFitFood and Don’t Cross Me, I’m Fit, to name a few. 

The brand has an even greater responsibility to protect its name thanks to the lucrative 10-year deal it signed with Reebok in 2010 that has been largely responsible for the brand's mainstream proliferation with branded workout gear, Reebok-branded CrossFit gyms and its title sponsorship of the annual CrossFit Games, which kick off this Friday.Continue reading...

see you in court

Skechers' Go Walk Lawsuit Has Legs, but Brand Has Legal Issues of Its Own

Posted by Mark J. Miller on July 10, 2014 05:32 PM

Skechers USA, the fifth-largest athletic shoe company in the US, has a shoe rack full of legal issues these days, and it's not the only one doing the filing.

The company has filed a suit against Fila and its Amazen Memory Moc shoes saying that it “infringed patents related to Skechers Go Walk shoes,” Reuters reports. It’s only been about a month since Skechers filed a similar suit against Reebok's Walk Ahead RS shoes, saying the footwear also infringed on its Go Walk shoe patents.

Skechers is doing everything it can to protect its growing revenue stream, as it “has reported higher sales in recent quarters, boosted in part by an effort to expand into the performance-running market," the Wall Street Journal notes. 

“Skechers has made extensive investment in designing, developing, advertising and patenting our Skechers Go Walk product line and has built Skechers Go Walk into a name and look globally recognized and synonymous with Skechers,” said Skechers COO David Weinberg in a press release. Continue reading...

brand revival

Retro Branding: Reintroducing Iconic Products With a Modern Twist

Posted by Taylor Goddu on May 8, 2014 03:22 PM

With so many choices and unproven products on shelves, brands are seeking ways to remind people that they’ve been around for a long time. As a result, consumers are on the hunt for authentic brands with which they can build relationships and trust.

Some companies respond to this through retro branding: emphasizing craft, quality, and heritage over flashy innovation. One way that brands achieve this is by subtly tipping the hat toward history with the reintroduction of an iconic product brand. This technique works when companies emphasize their heritage while sparking new conversations and engaging a new generation via digital and local marketing.

JanSport has flirted with Reddit as a way to engage new fans as part of its "Live Outside" campaign, including deploying street artists to literally bring its products to the streets. Those products include a refresh of a classic silhouette in its modern Heritage Series backpacks. Inspired by the original 1960s design, the product not only highlights the brand’s endurance and relevancy over time, but also deftly pulls consumers back to a point of connection. Instead of running with the masses and capitalizing on fads, they recognized the value in consumer rediscovery.Continue reading...

brand news

In the News: Perdue, RadioShack, Microsoft and more

Posted by Dale Buss on March 4, 2014 09:14 AM

In the News

Perdue launches first campaign for antibiotic-free products.

RadioShack closes 20 percent of stores.

Microsoft reboots its marketing brain trust as new CEO Nadella shakes up ranks.

Apple goes on hiring binge in Asia to speed product releases and leaves Pandora out of CarPlay.

BMW plans to hit sales target early.

BP suffers major blow over Gulf spill claims.

Boeing could face problems over Ukraine tensions as auto brands also face concerns.

Burger King adds Satisfries to kids' meals.

Chipotle cooks up program with Major League Soccer.Continue reading...

logo-a-gogo

Reebok Realigns Visual Identity to Reflect Fitness Focus

Posted by Mark J. Miller on March 3, 2014 01:54 PM

After 121 years in business, Reebok has only changed its logo three times. But the third alteration to the brand's visual identity is one that signifies a bigger shift in its strategy to attract new customers. 

"For 30 years we've been successfully making products for elite athletes in every imaginable sport, but what we haven't been able to do is inspire enough people to move," said Matt O'Toole, Reebok's Chief Marketing Officer, in a video posted on YouTube. "It's an invitation for all of of us to take part and fight against complacency for everyday people, not just super stars and elite athletes."

That's the motivation behind the brand's adoption of a new delta symbol that looks to capitalize on the "sport of fitness" trend powered by Reebok's strong affiliation with CrossFit. "The Reebok Delta has three distinct parts each representing the changes—physical, mental and social—that occur when people push themselves beyond their perceived limits and embrace an active and challenging life," the company said in a press release. 

The new logo has already been worked into the brand's CrossFit gear and will proliferate over other footwear and apparel lines throughout this month. The brand's Reebok Classics line will retain the older logo.Continue reading...

health matters

Wearable Health Gadgets Off To a Running Start at CES

Posted by Sheila Shayon on January 6, 2014 04:47 PM

The Consumer Electronics Show in Las Vegas is off and running in its first full day of exhibitions, and one trend has already emerged as a major influencer: wearable health. 

Indeed, in a year that is sure to bring countless developments in the world of wearable technologies, brands at CES are particularly focused on the strong health-tech market that includes front-runners like Nike's FuelBand and FitBit. 

"We've seen dramatic growth in this category," Karen Chupka, SVP international CES and corporate business strategy, told USA Today. "In 2013, we had 169 companies showing in the digital health and fitness category. This year, we have 215." Industry analysts estimate that wearables in general will reach upwards of a $30 billion market by 2018, up from $10 billion in 2013. 

At this year's show, more sophisticated sensor technology has spawned a new wave of heart rate monitors, GPS watches and foot pods that will propel consumers into a whole new level of fitness and health awareness. Here's a sample of some of the products that have debuted in the space so far:Continue reading...

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