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...


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...

brand revival

Reebok India Hopes to Rebound from Fraud with New Premium Fit Hub Stores

Posted by Mark J. Miller on June 11, 2013 03:38 PM

The Reebok brand got a black eye in India last year when an accounting scandal there resulted in parent company Adidas firing Reebok India managing director Subhinder Singh Prem and COO Vishun Bhagat as well as shutting down hundreds of its stores.

Now the brand is trying to make a comeback in the world’s second-most-populated country. Adidas is “repositioning Reebok as a premium fitness brand in India as part of a major revival drive," according to the Economic Times. The brand plans to open 100 "premium stores" called Reebok Fit Hubs by March 2014 that will feature high-end merchandise and offer fitness consultations by certified staff members. There are currently 50 Reebok Fit Hubs in different locations around the world.Continue reading...

brand news

In the News: Apple, Google, Volkswagen and more

Posted by Dale Buss on May 3, 2013 09:15 AM

In the News

Apple dodges $9 billion in US taxes with bond deal.

Google named Advertiser of the Year

Volkswagen makes $10 million donation to the National Mall.

Adidas sales drop on weakening Reebok brand.

Barnes & Noble begins support of Google apps on Nook.

Beam sales rise because of "formula run" on Maker's Mark.

Diet Coke slims down its vending machines.

Ford adds jobs and raises capacity to make pick-up trucks.

Geritol seeks new life with younger consumers.

Huffington Post brings rapid-response "native" ads to its home page.Continue reading...

brand news

In the News: Facebook, Taco Bell, Time Warner and more

Posted by Dale Buss on March 7, 2013 09:18 AM

In the News

Facebook plans to announce facelift of its News Feed.

Taco Bell officially releases its Cool Ranch Doritos Locos Tacos today. 

Time Warner to spin off Time Inc. as CEO Laura Lang exits.

Adidas posts weaker earnings on Reebok.

Baskin-Robbins plans to triple franchise size in Australia with new partnership.

Birds Eye commended for healthy eating campaign.

Boeing needs to provide more answers on Dreamliner firest to Transportation Secretary Ray LaHood.

Costco backs minimum-wage increase.

Cracker Barrel adds lower-calorie items.

Dell sees buyout deal threatened by activist investor Carl Icahn.

DirecTV bemoans rising program costs.

Google expands Street View in Europe.

Jamba Juice looks to fresh juice to boost sales.

Lego eyes tie-up with "The Simpsons" on Fox.

Moe's Southwest Grill readies first national ad campaign. Continue reading...

brand news

In the News: Nike and Oakley Drop Pistorious, Tiffany vs Costco Heats Up

Posted by Shirley Brady on February 18, 2013 05:31 PM

Brands to Watch

Nike and Oakley drop paralympic athlete Oscar Pistorious following steroid allegations during girlfriend's murder investigation.

Costco CEO addresses Tiffany suit for alleged trademark infringement in all-company email (exclusive).

Starbucks expands India footprint to seven stores as company tests video chat drive-through ordering and expands Starbucks Evenings concept to Washington's Dulles airport.

Carnival cruiseship fire blamed on fuel line leak.

China vows to crack down on "malicious" trademark registrations.

Disney's Hong Kong Disneyland theme park finally turns a profit thanks to Toy Story attraction.

Amway quietly builds brands and racks up sales.

BP prepares to go to court over Gulf spill.Continue reading...

elsewhere on brandchannel

1 2 3 4 5 6 7 8 9
brandcameo2014 Product Placement Awards
Apple loses its crown to a new #1
Coca-ColaIt's the Journey That Matters:
Coca-Cola Opens Up With Story-Based Web Refresh
debateJoin the Debate
Is product placement a waste of money?
Arthur Chinski and Joshua Mizrahi
Model Behavior? Brands Beware
U.S. Legal Changes Impact Use of Brand Ambassadors
paperCorporate Citizenship in Canada
Fresh thinking from Interbrand
Sheryl Connelly
Sheryl Connelly

Meet Ford's Resident Futurist
Highlighting the Present—and Future—of Branding in Latin America and Iberia