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viral marketing

Cheeky Dollar Shave Club Nicks Rivals

Posted by Sheila Shayon on April 16, 2012 09:58 AM

Cheeky start-up Dollar Shave Club has the $13 billion shaving industry on edge as its commercial featuring founder, CEO and improv actor Michael Dubin has gone viral— it's at 4.2 million views and counting—thanks in part to the brand’s cheeky motto, “Our Blades Are F***ing Great.”

The Santa Monica, CA-based e-commerce start-up, just a few weeks old, had 12,000 people sign-up in the first 48 hours for its razors and blades sold in an arrestingly simple way: select one of three razors, pay one low monthly fee, and have them delivered to your door. Continue reading...

brand news

In the News: American Airlines, Pfizer, GM and more

Posted by Dale Buss on February 2, 2012 09:01 AM

In the News

American Airlines parent AMR plans to cut 13,000 jobs and pensions.

Apple's iPhone 5 may be coming in June.

Benetton family plans to take retailer private.

Deutsche Bank profit tumbles on European debt crisis.

Facebook sets stage for historic IPO as valuation game begins.

GM cancels half of upfront ad commitments in cost-cutting move.

Google responds to Microsoft criticism of privacy policies.Continue reading...

brand news

In the News: Kraft, Sears, J. Crew & more

Posted by Dale Buss on August 4, 2011 09:00 AM

In the News

Accenture drives social business adoption through gamification.

Amazon battles U.S. states over taxes.

Bally expands to India.

Banco Popular expands rebranding to Popular Inc.

Canada sees online ad revenue exceed print for the first time.

Cargill recalls 36 million pounds of turkey products.

CNN finds host Piers Morgan coming under parliamentary pressure and accusations by Heather Mills over hacking.

Coca-Cola joins brands testing cloud-based in-text social advertising.

comScore acquires analytics firm AdXpose.

Dunkin' Donuts rolls out Keurig single-serve cups, with Starbucks to follow.Continue reading...

brand essence

Brands Smell Opportunity in Scent Marketing

Posted by Barry Silverstein on June 14, 2011 12:00 PM

Brand marketers have long been intrigued with the use of scent as a potential differentiating feature. Maybe it all started with Smell-O-Vision, an ill-fated technology that was used to pump different smells throughout movie theaters in 1960. Smell-O-Vision stunk — it died after just one movie.

Nowadays, scent is a key part of any number of beauty and cosmetic products, typically targeting women. Increasingly, though, scent plays an important role in men's products, especially deodorants. And the latest innovation is a masculine knock-off of a concept that was first aimed at women in 2005 — the scented razor.Continue reading...

brand news

In the News: P&G, Pfizer, NBA & more

Posted by Dale Buss on June 13, 2011 09:00 AM

In the News

Apple store employee moves to unionize.

Chipotle expansion plans hit by rising costs.

Citi defends delay in disclosing hacking.

Dell gives precedence to Chinese market for tablet roll-out.

Dole blitzes US cities to pump up banana sales.

Edmunds.com to launch Groupon-type channel for cars.

Ford is ordered to pay $2 billion to dealers in old pricing dispute.Continue reading...

brand news

In the News: Super Bowl, Coke, Spidey and more

Posted by Dale Buss on February 8, 2011 09:00 AM

In the News

Super Bowl XLV posts record TV audience to become most-watched TV broadcast in US history. Chrysler's Super Bowl ad continues to reverberate as Volkswagen ponders what it’s actually getting out of buzz around “Little Vader” ad. Papa John’s keeps Super Bowl pizza mojo going with game-related promotions.

AOL's merger with Huffington Post is being closely watched as media/web bellwether.

British Airways projects pact with American Airlines will boost revenues.

Chipotle comes under immigration scrutiny for workers. 

Coca-Cola releases sustainability report.

Current TV, Al Gore’s outfit, expected to pick up Keith Olbermann.Continue reading...

MTV Skins the Ad Edge

Posted by Sheila Shayon on January 26, 2011 05:30 PM

What do Schick, Subway, H&R Block, Taco Bell, Wrigley and GM have in common? They’ve all pulled their ads from MTV’s controversial series Skins after the Parents Television Council (PTC) called it “the most dangerous show” on TV and began targeting advertisers last week to jump ship.

During the second episode of the US remake of the racy British teen drama, movie studios picked up the slack. MTV ran ads during Monday's broadcast, including Sony's Adam Sandler comedy Just Go With It, Screen Gems' thriller The Roommate, Warner Bros.' The Rite and Unknown, DreamWorks and Disney's I Am Number Four, and Universal's Sanctum 3D.

Why would movies support the controversial series while chewing gum and fast food brands are running scared?Continue reading...

sex sells

Schick Hydro: Wet'n'Wild'n'Back to School

Posted by Dale Buss on September 21, 2010 12:00 PM

The eager seductress has a long and honored heritage in the business of branding and marketing men’s shaving supplies.

Remember Gunilla Knutson, the Swedish model who purred, “Take it off – take it aaallll off!” in those Noxzema Medicated Instant Shave Cream commercials in the late Sixties and early Seventies? None too subtly, “The Stripper” song played in the background.

Well, at least in those ads, plenty still was left to the imagination.

Schick apparently has decided that the imagination is overrated and outdated, at least when it comes to advertising its Schick Hydro razor. In the spot above, a young woman appears to disrobe in front of a guy who probably was only hoping for hydration, and then throws her top at him.Continue reading...

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