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Toyota Unveils New Slogan: "Let's Go Places"

Posted by Dale Buss on September 11, 2012 06:33 PM

Just in time to further boost Toyota's comeback in the U.S. market, the Toyota brand has come up with a new tagline — "Let's Go Places" — that it's promoting starting today on its website and other messaging.

As an exercise in gauging the wisdom of switching to a new advertising slogan, quick — what has Toyota's tagline been lately? Of course, this lack of memorability of its marketing message is one big reason for Toyota's new move. It's been "Moving Forward" since 2004. 

Another reason is that the automaker wanted to reflect what it called, in a statement, its "commitment to more exciting products." Over the last several years, a paucity of new sheetmetal, and the relative lack of excitement created by the new products Toyota did introduce, have been as responsible for the brand's swoon in the U.S. market as its 2010 troubles with recalls and its problems last year as a result of the earthquake and tsunami.Continue reading...

branding together

Can the NFL Do For Quaker What It Did For Prime-Time TV?

Posted by Dale Buss on September 4, 2012 05:41 PM

Can football heroes do for Quaker Oats what rocket men couldn't? PepsiCo has added its Quaker and Tropicana brands to the stable of products covered by its big partnership with the National Football League, and for Quaker, which is partnering with the kid-oriented NFL Play 60, the tie-in couldn't have come too soon.

PepsiCo is kicking off the new NFL season, the first of its new 10-year deal with the league which includes a return to Super Bowl advertising, by deploying more NFL-themed displays than ever before and by highlighting its traditional blue-can Pepsi more than ever. The $2.3-billion deal, one of the largest sponsorships in U.S. sports history, involves the new brands as well as the original Pepsi, Gatorade and Frito-Lay brands.Continue reading...

ad watch

Ally Bank Reveals New Tagline in Branding Campaign

Posted by Shirley Brady on September 4, 2012 05:24 PM

Utah-headquartered Ally Bank today released the first two commercials in its new branding campaign. Under the umbrella of "Stages," the spots play up its customer-first focus — customers take center stage, highlighting human interaction over automation — with a new tagline, "Your money needs an ally." More details are in the press release, and check out the spots, which were filmed in on the stage of the historic Orpheum Theatre in Los Angeles, below.Continue reading...

celebrity brandmatch

Green Bay Packers' Super Bowl Vet Greg Jennings Suits Up For Old Spice

Posted by Shirley Brady on September 3, 2012 09:11 PM

Old Spice is following up on last week's viral hit — an interactive "muscle music" video with former NFL player Terry Crews — with a new campaign featuring a current NFL player who's preparing for life off the football field: the Green Bay Packers' Greg Jennings. Check out the first of seven spots featuring Jennings above.

The wide receiver, a 2006 Super Bowl champ who played with Brett Favre and has been trying his hand at acting, has fun touting Old Spice's Champion line of "man freshening" products — which were previously promoted with an Olympics-themed spot and a sand car commercial with the tagline, "Believe in your smellf."Continue reading...

brand revival

Avis Scraps "We Try Harder" Slogan; Now, Dear Customer, "It's Your Space"

Posted by Dale Buss on September 3, 2012 05:15 PM

Scrapping its iconic slogan of 50 years, "We Try Harder," Avis has announced that it's switching to a new tagline: "It's Your Space."

Why? Sometimes brands may need to leave well enough alone. And arguably, Avis has been as associated with this particular bit of corporate mission-speak as seamlessly as just about any other brand has managed to fuse its identify with its tagline, such as Nike with "Just Do It" or Walmart back in the day with "Everyday Low Prices."

But new CMO Jeannine Haas, after delving into research to see how the brand is perceived, has determined that Avis Budget Group needs to position its flagship brand in a more relevant way for a business clientele that continues to evolve.

"Brand marketing to drive profitable growth is one of our strategic growth initiatives," she stated in a press release. "This campaign is our latest effort in delivering against this key objective."Continue reading...

auto motive

Ford Goes Beyond Escape Recall, Putting Employees in Ads, Comedians on Web

Posted by Dale Buss on September 3, 2012 03:22 PM

Ford has been putting "real people" in many of its ads for a while now, including the "Swap Your Ride" subjects hobnobbing with Mike Rowe and the actual Ford owners who were peppered with questions by fake reporters in the brand's controversial staged press conference stunt.

Now positioning their own workers as real people, the brand's marketers are now putting put actual Ford employees into ads promoting the 2013 Ford Escape crossover-utility vehicle. The campaign aims to show how Ford's people are demonstrating their internal drive to "Go Further," the tagline centerpiece of Ford's new global brand positioning. Ford also is launching a new web-only video comedy series behind the nameplate as well.

"We don't have a blanket strategy now to always do real people in ads, but in a lot of cases we're finding it does work," Scott Kelly, Ford's communications manager, told brandchannel. "We look at it campaign by campaign. Where it does work, it's all about being as authentic as possible."Continue reading...

traveling brands

Vegas Tourism Board Unhappy with Leakers of Harry Photos

Posted by Mark J. Miller on August 31, 2012 11:04 AM

For decades, if not centuries, groups of men that travel together for work or pleasure have been murmuring to one another, “You keep my secrets and I’ll keep yours.”

It was only 12 years ago that marketing firm R&R Partners borrowed the idea and came up with “What Happens in Vegas, Stays in Vegas,” which has so firmly lodged itself into popular culture that it’s hard to remember a time when the phrase didn’t exist. It’s easy to think that Frank Sinatra and Dean Martin were using it back in the mid-‘60s or certainly the larger-than-life Elvis using it during his jumpsuited years there in the early ‘70s.

The phrase certainly suggests that visitors to the city go right ahead and toss whatever inhibitions they may have aside, and so plenty of folks have followed suit. You’ve got O.J. Simpson and a few pals breaking in on some sports-memorabilia peddlers. You’ve got Tiger Woods hooking up with mistresses. You’ve got Paris Hilton getting nabbed for cocaine possession.

And then Prince Harry, third in line to take over for Queen Elizabeth II, went and played some strip billiards with some gals he just met. Continue reading...

London 2012

London 2012: Success as Li-Ning 'Makes a Change' in Olympics Strategy

Posted by Abe Sauer on August 13, 2012 06:32 PM

No Chinese Olympian needed to have a better 2012 Games than Li-Ning. While Li himself was no longer competing on the gymnastics stage, he was competing as the newly reinstated CEO of the wobbly sportswear brand that bears his name.

With Nike making a high-profile move to sponsor gold medalist hurdler Liu Xiang and the wildly popular China basketball team, Li-Ning desperately a monster showing in London. It got it.Continue reading...

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