e-commerce

eBay Invites Everyone to Shop the World This Holiday Season

Posted by Sheila Shayon on October 9, 2014 08:57 PM

In a new global brand campaign debuting Oct. 13, eBay wants customers to "Shop The World" this holiday season.

It's releasing a series of spots showcasing the wealth of goods available on eBay in action scenarios like surfboards riding waves, smartphones with global scenes and iconic images like Jimi Hendrix’s guitar or Dorothy's red shoes from The Wizard of Oz, with the tagline, "It’s a great big world and it can all be yours. Here, and only here."

Running in four of its largest markets—the US, Australia, Germany and the UK—the campaign follows eBay’s recent announcement of its split with PayPal, its fastest-growing segment.

The goal of the campaign is to "drive great traffic into the eBay stores of our sellers," stated CMO Richelle Parham, who was in New York today at the New York Stock Exchange celebrating the brand's rising stature—up nine spots on Interbrand's new Best Global Brands report.Continue reading...

campaigns

Canon USA Highlights Creative Collaboration With "See Impossible"

Posted by Mark J. Miller on October 7, 2014 05:14 PM

Canon U.S.A. today released a new branding campaign — "Canon See Impossible" — in a bid to inspire customers to see differently with Canon products.

As part of the companywide marketing initiative, the iconic brand is rolling out a new logo visual that incorporates the new "Canon See Impossible" tagline, accompanied by a 3-D visual of an expanding box, symbolizing (according to a press release) "the company's desire to break the boundaries of what is possible and shift the focus from Canon as being solely a manufacturer of quality digital imaging products to a Company that empowers the creative spirit within its people and customers."Continue reading...

automotive

Dodge Celebrates Thrill-Seeking Founding Brothers in New Campaign

Posted by Dale Buss on October 6, 2014 02:09 PM

Fiat Chrysler is hoping to take a big leap forward in honing the positioning of its Dodge brand with a new ad campaign focused around the accomplishments of the brothers who founded the company that eventually became the property of Chrysler—and the modern-day Dodge cars that bespeak their legacy.

One of the new ads features Horace and John Dodge in a ballroom where they and their cars are being feted. It's set in about 1915, they year they founded the automaker. When a curtain is pulled back, it reveals not only the brothers swinging from the chandelier but the "new" Dodges from that era, along with the 2015 Dodge Challenger.

Along with the tagline "Their spirit lives on," the message establishes the co-founders daredevil spirit ("They raced yachts. Their lives were big, but their dreams were even bigger") as still alive in the brand's DNA today.Continue reading...

brand evolution

"We are Not Robots": TNT Repositions as The People Network

Posted by Sheila Shayon on September 30, 2014 10:14 AM

European logistics company TNT just launched a new brand identity highlighting their dedicated employees and unique European road network. The brand promise: “We transfer your goods and documents around the world tailored to your requirements with a focus on time-definite and day-definite pick up and delivery.”

The brand's new tagline, The People Network, pays tribute to the company's worldwide network of people who "go the extra mile to help customers grow their businesses."

"Customers are not barcodes and we are not robots,” stated Tex Gunning, CEO of TNT (front and center, below). “We all relate to what drives our customers: business growth with a personal touch. Taking time to understand what customers really need distinguishes us from others. We are The People Network."Continue reading...

bc q&a

Taking Care of Small Business: 5 Questions with GoDaddy CMO Barb Rechterman

Posted by Taylor Goddu on September 24, 2014 07:14 PM

Once known for its ticklish commercials that put innuendo in the spotlight, GoDaddy, an Internet domain registrar and web hosting company, has more than cleaned up its act—and people are taking notice.

By shifting away from the brand’s signature ads that amped up the sex appeal, GoDaddy is now appealing more directly to the small business owner and how they can help them. Moving forward, American auto racer, model and spokesperson Danica Patrick will still grace the GoDaddy’s media touchpoints, but in a different and seemingly less suggestive way.

Today, the brand's advertising, products and messaging emphasize time- and cost-efficiencies and being better able to leverage the web—without losing the brand's witty, irreverent, ass-kicking voice and approach.

brandchannel chatted with Barb Rechterman, GoDaddy's Chief Marketing Officer, to learn more about the brand’s evolving image (check out its new logo below), creative vision and go-to-market strategy, as well as how they’re staying authentic to the audience segments they serve.Continue reading...

bc q&a

Storyteller-in-Chief: A Conversation With Levi's Global CMO Jennifer Sey

Posted by Shirley Brady on August 13, 2014 07:26 PM

On the Fourth of July in 2009, Levi's launched "Go Forth," a new voice and campaign for the Levi’s brand and Levi’s 501 jeans. The "striking" call to arms featured the words of Walt Whitman and summoned America's pioneering zeal. After taking the "Go Forth" platform global two years later, Levi's quietly phased out the tagline in 2012, and it has been without a global brand campaign—until now.

Levi's is in the midst of rolling out the "Live in Levi's Project," a multifaceted global campaign and digital platform (in partnership with AKQA) that features dynamic content to engage fans worldwide in the Levi's brand experience. Blending storytelling with social media, targeted content and e-commerce worldwide is no mean feat, which is why Levi's global chief marketing officer Jennifer Sey conducted extensive research before venturing into the world of shoppable videos, Weibo and WeChat, iBeacon and user-generated content and curation.

Sey, a 15-year veteran with Levi's who was promoted to global CMO a year ago, spoke with brandchannel Editor-in-Chief Shirley Brady about the vision and tactics informing the Live in Levi's platform and the challenge of channeling and elevating passion in such an iconic brand. As Sey commented, "If Levi’s isn’t an icon, I’m not sure what is!"Continue reading...

brand essence

Oakley Takes Its Disruptive Design to Retail

Posted by Mark J. Miller on July 22, 2014 10:31 AM

Oakley kicked off its first global campaign under the banner "Disruptive by Design" in March, and it appears to be having a positive reception as brand enthusiasts have been posting images of the company’s new “design bunker” at its corporate HQ across social media.

Oakley is also getting some nice face time thanks to this summer's Tour de France, as cyclists grind through one of the most grueling and difficult competitions in the world. The Tour has been a centerpiece for Oakley since way back when Greg LeMond was riding in it.

Oakley challenged itself back in 2008 when two custom pairs of shades were designed and built from scratch in the two weeks before the race got started, according to VeloNews. They served as the prototype for a new line.Continue reading...

campaigns

Toyota Sienna #SwaggerWagon Returns for Brand's First Online Reveal

Posted by Shirley Brady on July 17, 2014 11:11 AM

Remember the hipster parents in Toyota's 2010 Sienna "Swagger Wagon" campaign? The tagline is back as a hashtag to promote the 2015 Sienna with a new crop of families with social swagger (and "absurd parent moments") in Toyota's first online reveal of a new vehicle—check it out below.Continue reading...

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