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survey says

Harris Survey Highlights 15 Top Brands With Staying Power

Posted by Barry Silverstein on March 29, 2012 12:07 PM

For the past eight years, fifteen brands have ranked at the top of their category in the Harris Poll EquiTrend Study, a survey of over 1,500 brands across more than 127 product categories.

"These 15 top brands have consistently found a way to remain relevant and valuable to the consumer," said Aron Galonsky, SVP for Harris Interactive's Brand and Communication Consulting group. "It's not surprising why these perennial leaders continue to stay on top. They continually deliver a consistent and balanced brand experience, year after year, that really resonates with the consumer."

Check them out below, along with more from Harris about why they made the 2012 list.Continue reading...

sports in the spotlight

London 2012 Olympics Gets Cashless with Visa, High Tech Chic with Stella McCartney x Adidas

Posted by Sheila Shayon on March 23, 2012 11:28 AM

With the opening ceremony on July 27th, the London 2012 Olympic and Paralympic Games watch is heating up. This week Visa Europe unveiled its pre-Olympics TV campaign, featuring Usain Bolt (the brand’s "Europe Innovation Ambassador") racing through London. Adidas also unveiled the Stella McCartney-designed Olympics apparel that British athletes will be wearing throughout the competitions.

First, to the world's fastest man: "Bolt embodies speed, effortlessness and performance – the ability to deliver even on the world’s biggest stage. Similarly for Visa Europe, London 2012 is a showcase for our latest payments technology including contactless and mobile payments, which will enable cardholders to experience a secure, reliable and fast payments infrastructure for the Games and beyond,” said Mariano Dima, EVP Product and Marketing Solutions, Visa Europe.Continue reading...

brand extensions

LivingSocial is Now in the Credit Card Business

Posted by Sheila Shayon on March 2, 2012 03:04 PM

In a bid to pull ahead of Groupon and other daily deals sites, LivingSocial is expanding its brand.

According to a report by Reuters, LivingSocial will launch its first credit card in the next few months, with no annual fee, offered with Chase and Visa to all U.S. subscribers in an effort to draw repeat customers for its merchant partners.

"Small and medium-sized local businesses will never be able to have their own credit card or loyalty program. We will be able to bring them the benefits of that," the company's CFO, John Bax, told Reuters.

Merchants will be offered short-term funding similar to other co-branded credit card and loyalty programs including deferred interest payments and rewards for spending. With ten purchases monthly, cardholders earn ten ‘Deal Bucks’ credits extensible to all LivingSocial daily deals and special offers such as discounted travel packages.

The move is designed to increase its utility to its subscribers — and counter critics who accuse the daily deal industry of advertising big ticket discounts and not cultivating loyalty or enough repeat business.Continue reading...

brand news

In the News: Facebook, DirecTV, Mercedes-Benz and more

Posted by Dale Buss on January 16, 2012 09:01 AM

In the News

Adobe integrates social ad startup Efficient Frontier.

American Airlines partners with GayCities for promo.

Bank of America image officer lays out her turnaround strategy.

Carnival questions captain after cruise shipwreck off Italy kills six people.

DirecTV dispute blocks NFL games.

Facebook IPO appears to be set for May.

Fiat plans to make up to U.S. dealers after poor 500 launch.Continue reading...

celebrity brandmatch

If You're Making a Brand Wager, Do You Go Tebow or Brady?

Posted by Dale Buss on January 13, 2012 05:33 PM

Barring another outbreak of Tebowmania on the field at Gillette Stadium on Saturday, the New England Patriots seem poised to take another step on a return to possible Super Bowl glory by defeating the Denver Broncos in the divisional round of the NFL playoffs.

But if you were a brand executive assessing the field of highly paid athletes and betting on longer-term endorsement outcomes, not the scoreboard for this particular contest, on which starting quarterback would you place a bet: Tom Brady, the Patriots' pretty-boy field general with the California pedigree, supermodel wife in Gisele Bundchen and other trappings of a jet-setter lifestyle? Or Tim Tebow, the home-schooled Floridian, son of evangelical missionaries and run-minded leader who confesses to one 'vice': vanilla ice cream?

It's a timely question for a number of reasons, one being that neither has begun a full exploitation of his commercial potential.Continue reading...

in the spotlight

Dow Defends, McDonald's Extends Olympic Sponsorship

Posted by Mark J. Miller on January 13, 2012 09:58 AM

As many as 25,000 people died in India back in 1984 due to the Union Carbide gas leak in Bhopal, and residents are still understandably upset about the experience that left many without family members, spouses, or friends.

In 1999, Carbide was bought by Dow Chemical, a purchase that Dow execs are likely muttering about to one another these days. The lasting unhappiness with Union is now being manifested in what seems to be a growing protest against Dow having anything to do with this summer’s Olympic Games in London.

Dow has forked over big bucks to be a top-tier IOC sponsor and was all set to “wrap” the main London 2012 Olympic stadium in a massive banner as part of its deal. However, the company responded to activists last month by scrapping to scraps its plans for the stadium wrap. That, apparently, has not been enough.Continue reading...

sports in the spotlight

Facebook Dominates Super Bowl XLVI Marketing as Ads Sell Out

Posted by Dale Buss on January 5, 2012 10:01 AM

The NFL is the most sizzling property in TV advertising these days, and at the moment there seems to be no ceiling on fan and brand interest in riding the momentum. It's already clear that Super Bowl XLVI on February 5 in Indianapolis, to be broadcast by NBC, will go down as the single most lucrative advertising event in television history.

The Comcast-owned broadcast network has sold out of its commercial spot inventory for the Big Game, reportedly at a cost of up to $4 million for each precious 30 second unit of screen time, which is up from about $3 million a year on Fox last year — and about 60 percent since 2001. 

But a month before the Super Bowl, there's still speculation about other aspects of marketing in and around the extravaganza.Continue reading...

and now, a word from our sponsor

USOC Warns Congress of Ambush Marketing’s Evils

Posted by Mark J. Miller on December 8, 2011 12:07 PM

In the months leading up to this fall’s Rugby World Cup in New Zealand, there was much ado about the unauthorized piggyback practice of ambush marketing by non-sponsors.

New regulations and practices were put in place to be sure that any brand that hadn’t paid a massive chunk to sponsor the matches found even the teensiest way to affiliate itself with the event. The preparation for such a possible catastrophe seemed to put ambush marketing on par with terrorism.

Other than a bunch of scantily clad gals in stilettos handing out flyers for a strip club after one particular match, the RWC went ambush-free.

Now a much bigger event is coming, next year’s Summer Olympics in London (which organizers refuse to identify with its XXX Roman numerals, for some reason), and nobody wants any big-spending sponsors to be outdone by some fancy bit of ambush marketing.Continue reading...

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