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...

brand makeovers

Hello, Bélo: Airbnb Brings Its New Brand Identity Home

Posted by Mark J. Miller on July 16, 2014 03:55 PM

Surely, many Airbnb users tidy up their places for incoming guests, and now the controversial service is doing the same with the launch of a new brand identity and user experience. 

Launched in 2007, Airbnb has grown to accommodate millions of travelers in nearly 200 countries, capitalizing on the growth of the sharing economy. But Airbnb's success hasn't been without controversy, namely legal spats in cities that say the company avoids hotel taxes and violates housing agreements.  

All that aside, Airbnb is pushing forward into new markets with its refreshed brand and tagline, "Belong Anywhere." In a livestreamed event, Airbnb detailed its new logo, a symbol it's calling a "Bélo," along with a redesigned website and mobile experience that “make it easier for users to find the information that they need while also making listings on its platform more appealing,” TechCrunch reports.Continue reading...

corporate citizenship

Forever Proud: TD Bank Walks Its Talk With WorldPride 2014 Sponsorship

Posted by Shirley Brady on July 7, 2014 06:05 PM

The recent WorldPride event in Toronto marked the first time the event had been held in North America—and served as a testament to platinum sponsor TD Bank Group's acceptance of diversity.

The most valuable brand on Interbrand's Best Canadian Brands report, TD Bank not only sponsored WorldPride 2014, which ran from June 20 to 29 and attracted an estimated two million people across the Greater Toronto Area, but helped the host committee land the event by sponsoring their bid and accompanying them to make their case to InterPride, the event's organizer, in a first for a corporate sponsor.

It also wasn't a one-off commitment. TD is supporting 42 Pride events across North America this year, including signing a multi-year partnership with Boston Pride, all part of its bigger committment to equality and creating an inclusive workplace. "This is our tenth year of supporting Pride events," notes Scott Mullin, the bank's Vice President of Community Relations. "Ten years ago it was seen as pretty edgy for a financial institution."Continue reading...

diversity watch

Burger King Courts LGBT Community and Millennials With Proud Whopper

Posted by Mark J. Miller on July 2, 2014 12:21 PM

Pride Month may have just come to a close, but Burger King is looking to make it last a bit longer with the showcasing of its Proud Whopper, a burger sold in a San Francisco location during last week’s Gay Pride festivities that is no different from other Whoppers but came encased in brightly-colored paper.

When the burger was unwrapped, the text inside read, “We are all the same inside.” The brand unveiled a video today about the burger (watch below) as the chain is working “to connect with customers, particularly with the younger individuals fast-food chains are known for courting,” the Associated Press reports.

"A burger has never made me cry before," a young woman says in BK's pride burger spot. Reaching consumers on a personal level was also the rationale behind the brand’s recent replacement of its longtime “Have It Your Way” slogan with “Be Your Way.”Continue reading...

World Cup Daily

World Cup Branding: Kia Explains Football vs. Futbol with Adriana Lima

Posted by Shirley Brady on June 11, 2014 11:13 AM

Kia tapped model Adriana Lima for its Super Bowl spot two years ago. Now she's back with the brand in new ad campaign, its first US-focused World Cup campaign for the FIFA global partner. It's based on the assumption that Americans don't care about soccer—and as a sponsor of the ABC/ESPN TV broadcast of the tournament, Kia wants fans to care.

"We thought lots of brands feature superstars kicking the ball around, so we wanted to break through that clutter," Michael Sprague, EVP of sales and marketing for Kia Motors America, tells Marketing Daily. As for why it's finally promoting its global FIFA tie-in in the US: "Based on data we looked at after the 2010 games in the Hispanic and general market, we thought we needed to go ahead for 2014.”

Watch the rest of Lima's spots below, and follow Kia's World Cup campaign on social media (hashtag: #becomeafan).Continue reading...

corporate citizenship

Marriott Renews Vows to LGBT Community with #LoveTravels Campaign

Posted by Mark J. Miller on June 2, 2014 01:18 PM

Marriott International is one of many travel companies that have made a point of supporting the LGBT community through events and sponsorships. Now, the company, which is the parent of hotel brands including The Ritz-Carlton and Courtyard, has recruited one of the most significant figures in the LGBT community for its new #LoveTravels campaign. 

The social media and marketing initiative, which launches today in time for June's pride month, features Jason Collins, the first openly gay NBA player that made headlines last year after making his orientation public in a feature for Sports Illustrated. In addition to wrapping hotels in Washington, DC, the US-focused campaign has a dedicated website and also features related content on Marriott's gay travel sites. Pinpointing the market is a smart move, as LGBT marketing specialist group Out Now estimated the LGBT travel market to hit $181 billion in 2013, according to USA Today

This isn't the first time Marriott has ran an LGBT-focused campaign. #LoveTravels is an extension of its "Be You, With Us" initiative that launched in 2012, which helped the company be named one of the best places to work for LGBT equality by the Human Rights Commission—a surprising honor for a company with a largely conservative board.Continue reading...

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