brandspeak

Brand Speak: Yahoo Insights Guru Lauren Weinberg on Engaging Millennials

Posted by brandchannel staff on November 11, 2014 05:05 PM

The following is a guest post by Lauren Weinberg, Vice President, Strategic Insights and Research, Yahoo

Capture the Hearts and Minds of Millennials with Creative Content

It’s no surprise that millennials are so popular among digital marketers. This group of highly connected individuals makes up 27 percent of the U.S. population. They spend 18 hours a day consuming media and check their smartphone 43 times a day. And, most importantly, they have buying power. According to a recent Mintel report, millennials in the U.S. will have more than $1.4 trillion to spend by 2020.

While millennials may be the ideal digital consumers, the way marketers reach them needs to be carefully considered. That’s especially true when it comes to content marketing, which can be a highly effective channel for reaching this group. In fact, according to a Crowdtap report, millennials find content marketing 35 percent more memorable than other sources of information.

The fact that millennials are more open to content marketing means that brands already have a foot in the door, but that shouldn’t be taken for granted. Millennials have distinct expectations when it comes to the ads they engage with and share, raising the bar for marketers. Reaching millennials through content marketing hinges on understanding their values and their daily habits.Continue reading...

chew on this

Pizza Hut, Oreo and Mountain Dew Aim to Surprise with Bold Flavors

Posted by Mark J. Miller on November 10, 2014 01:43 PM

Flavorologists are in hot demand at brands these days. Take Pizza Hut. The chain is unleashing a tidal wave of new crust and drizzle flavors. in fact, flavor is so important to the brand that its new menu—set to be rolled out in restaurants on Nov. 19—is entitled “Flavor of Now.”

Get Curried Away, Honey Sriracha, Salted Pretzel and Ginger Boom Boom are four of the 10 new crust flavorings, while some of the new ingredients being introduced are salami, fresh spinach, and Peruvian cherry peppers.

"Pizza Hut has been defining what's possible with pizza since 1958 and our newest changes are the most significant we've made in our history as we once again look to take the entire category to another level," said David Gibbs, the company CEO, in a press release.

"We are radically reinventing the pizza category with a menu transformation that more than doubles our amount of ingredients and flavors, a world-class digital ordering experience and an entirely new look and feel to our brand, all the way down to our uniforms.”Continue reading...

sip on this

Starbucks Plans to Change a Morning Tradition by Testing Delivery

Posted by Dale Buss on October 31, 2014 02:55 PM

The world still thirsts for coffee, according to the 10 percent rise in Starbucks' third-quarter sales. So why not make it even easier to buy that morning java?

To that end, Starbucks plans to test delivery in the second half of 2015 in certain markets. In those as-yet-unnamed markets, Starbucks will be replacing the iconic morning tableau of long lines and endless vehicles in its drive-throughs with a much more convenient—albeit presumably more expensive—alternative.

"Imagine the ability to create a standing order of Starbucks delivered hot to your desk daily," is how Starbucks CEO Howard Schultz painted the picture on an earnings call with investors. "That's our version of e-commerce on steroids." Continue reading...

brand mascots

Brand Mascots: Ronald McDonald Rules Thanks to Taco Bell Campaign

Posted by Catherine Straut on October 30, 2014 04:01 PM

A successful mascot can make or break a brand. More than a marketing tool, brand characters can offer priceless longevity and recognition. Well before brands began engaging consumers with Twitter and Facebook, mascots were a key part of forging the humanization of corporations. Today, they are still used as an anchor for many a product and company’s campaigns, outreach and overarching narrative.

But not all mascots are created equal. Striking the right balance of timely and timeless while crafting a strong notion of personality and coining a catchy jingle or pithy tagline to solidify its presence in the consumer’s mind is no easy feat.

Why and how are some just a flash in the pan—or worse, an ongoing PR nightmare—while others become cultural phenomena or make the Madison Avenue Walk of Fame?Continue reading...

brand news

Brand News: Whistle Sports, Rent the Runway, Ferrari and more

Posted by Dale Buss on October 29, 2014 09:43 AM

TOP STORIES

BSkyB invests $7 million in US youth-focused Whistle Sports YouTube channel, home to Jeremy Lin selfies (above), while Rent the Runway raises $50 million.

Facebook vows aggressive spending but hasn't closed "Google gap" as mobile generates two-thirds of ad revenue.

Taco Bell goes dark (temporarily) on social media to push fans to mobile.

Fiat to spin off Ferrari as a separate company.

Costco vows to stay closed on Thanksgiving.Continue reading...

chew on this

McDonald's Is Running Out of Loyal Customers, Brand Mojo—And Excuses

Posted by Dale Buss on October 21, 2014 05:38 PM

In its earnings report on Tuesday, McDonald's turned in its biggest drop in quarterly profits in seven years, and CEO Don Thompson acknowledged the calamity and the dire need for change.  

Arguably, McDonald's faced some significant short-term and extraneous factors in posting a worse-than-expected 30 percent drop in quarterly profit and 5-percent decline in revenues. In China, a meat-supplier scandal still ripples; in Europe, the economy is tanking again, and Russian authorities meddled with McDonald's operations there in the last quarter.

But McDonald's biggest problem is that many American and global consumers no longer perceive clear reasons for favoring McDonald's over any other place to eat. They don't believe the food provides a satisfactory combination of good enough, fast enough, inexpensive enough and nutritious enough for them to go to McDonald's anymore. The golden arches may have reached a seminal negative moment in its history.Continue reading...

brand news

Brand News: Alibaba, Apple, Electrolux and more

Posted by Dale Buss on September 8, 2014 09:23 AM

TOP STORIES

Alibaba kicks off road show today for potential largest IPO.

Apple nears launch of new iPhone as lines form and carriers' strategy of scaling back subsidies poses risks, while company gears up to market larger screens.

Electrolux buys GE appliance business.

Nissan wins real-time marketing with 7-minute Twitter response to Royal Baby news.

GM plans to launch hands-free driving by 2016.

MORE BRAND NEWS

Activision launches huge promotion to make a megahit out of "Destiny" game.

Amazon is in talks to sell Fire phone exclusively through Telefonica's O2 in UK.

Annie's organic brand sells to General Mills.

Boeing and Ryanair plan major fleet announcement.

Bud Light faces gripes at end of "Whatever" event in Crested Butte, Colo.

Campbell Soup swings to profit on higher sales.

Chick-fil-A observes death of founder S. Truett Cathy.Continue reading...

chew on this

McDonald's Searches for a New Positive with More Menu Options

Posted by Dale Buss on August 20, 2014 04:41 PM

Everything seems to be sticking to McDonald's these days. There was the food-safety scandal in China last month, and now the chain's very ubiquity has hurt it as the local, franchisee-owned McDonald's at the epicenter of the racial strife in Ferguson, Mo., has become unwitting headquarters for much of the back-and-forth in the building drama there.

Maybe that particular problem for McDonald's will pass quickly, but the beleaguered chain is continuing to battle its long-term challenges, ranging from the junk-food image of its menus to flagging sales growth to still-growing competition.

At least McDonald's is trying some new tactics as CEO Don Thompson tries to pull the world's iconic fast-food chain out of its deepening slump, with moves involving digital leadership, new forms of influencing thought leaders, new menu items and new attempts to leverage the strengths that it does have.Continue reading...

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