social media

Brands On Facebook and Twitter, Take Note—Your Reach is Waning

Posted by Sheila Shayon on November 21, 2014 11:09 AM

Marketers spending big money and time on Facebook and Twitter may be wasting both, according to a new report from Forrester analyst Nate Elliott titled “Social Relationship Strategies That Work: How to Succeed in Social as Organic Reach Falls Towards Zero.” 

According to the report, because so few people view companies' social posts—and even fewer actually engage with them—brands don't really have social relationships with their customers despite their best efforts.

“It’s clear that Facebook and Twitter don’t offer the relationships that marketing leaders crave. Yet most brands still use these sites as the centerpiece of their social efforts—thereby wasting significant financial, technological, and human resources on social networks that don’t deliver value," Elliott notes. "It’s time for marketers to start building social relationship strategies around sites that can deliver value.”Continue reading...

brand news

Brand News: Aereo, Intel, Graco and more

Posted by Dale Buss on November 21, 2014 09:02 AM


Aereo files for Chapter 11.

Intel goes for "big bang" with Jim Parsons ad campaign.

Graco recalls 4.5 million strollers following children's finger amputations, recalling McLaren crisis.

Amazon plans travel site launch, signs 17-year lease on new NYC HQ.

Uber CEO retain investor support as company hires external investigator for data privacy claims.Continue reading...

chew on this

Agent Provocateur: Regional Grocer Lowe's Foods Attracts with Word Play

Posted by Dale Buss on November 20, 2014 05:29 PM

Supermarkets have never been hotbeds of cutting-edge marketing. As a low-margin, commodity-oriented business, they've typically put most of their efforts into promotionally-oriented ads in Sunday newspapers and the like. They've also largely deferred to the desires of their CPG vendors—and when they haven't, it's been to produce stripped-down private labels.

Though U.S. megachains Whole Foods and Trader Joe's have made forays into the hip, farm-to-table feel that millennials love, most traditional grocery stores have lagged far behind when it comes to intriguing branding.

But look out for Lowe's Foods, a regional grocer with nearly 100 stores in North Carolina, South Carolina and Virginia, with its determination to tackle this branding thing. They enlisted the help of a Winston-Salem, NC-based agency, The Variable, to accomplish a total rebranding—to rave reviews.Continue reading...


Nike Opens First Store for Women as Lululemon Readies First Men's Store

Posted by Shirley Brady on November 20, 2014 05:05 PM

Nike today opened its first women's-only store—in Newport Beach, Calif.—a week ahead of lululemon athletica opening its first men's-only store—on the opposite coast, in New York—on Black Friday.

The move makes sense given that Nike expects its women's business to grow to $7 billion annually by 2017, from about $5 billion currently.

Its second women’s-only store will follow quickly, opening on Nov. 29—not in the U.S. but in Shanghai, China, the only women's stores it has announced so far.Continue reading...

social media watch

Victoria's Secret PINK Partners with Frankly Chat for Guilt-Free Gossip

Posted by Sheila Shayon on November 20, 2014 03:06 PM

Victoria's Secret PINK has taken its app to the next level by partnering with Frankly, a private messaging service.

Now, VS PINK fans—also known as #PINKNATION members—can send private in-app chats to one another. The feature will also enable PINK app users to chat live with Victoria's Secret supermodels and have all-access to the Victoria's Secret Fashion Show when it airs on CBS on December 9th.

The partnership marks the start of Frankly's foray into making its chat technology available to other app developers through its new customizable Chat SDK platform. Continue reading...


LA Auto Show Brings Ultra-Luxury Vehicles. Will Ultra-Wealthy Buy Them?

Posted by Dale Buss on November 20, 2014 01:29 PM

Luxury auto brands are going to great lengths to appeal to the upper-income consumers may kick the tires at the now underway Los Angeles Auto Show. Premium-brand car sales are booming, and from Hollywood to Rodeo Drive, there are plenty of premium-type consumers who will be checking out the latest hardware at the conclave.

But interestingly, a new study from Martini Media and Ipsos research shows that some of the most mainstream car brands are the most widely owned among American upper-income consumers—indicating, as Inc. puts it, that "the rich are really just like us." Well, sort of.

Clearly brands such as Mercedes, which introduced the new Mercedes-Maybach during this week's press preview in LA, are after not just Americans who make six-figure incomes but "the hyper-affluent" who bring in $250,000 or more a year.

As part of its celebration of its return of the Maybach name for the super-high-end new model, in fact, Mercedes released a promo at the LA Auto Show featuring a glimpse of ultra-luxe accessories such as leather goods and sunglasses (below) that bear the same logo (above) as the car.Continue reading...

branded entertainment

Branded Entertainment Watch: Nissan, Fedex, Kate Spade and more

Posted by Abe Sauer on November 20, 2014 12:21 PM

The Project: "1996 Maxima—Luxury Restored—Luke Aker’s Story" for Nissan

The Plot: Last year, Nissan bought one of its own 1996 Maximas after its filmmaker owner's for-sale ad (also below) went viral. Now, Nissan is back to leverage that epic ad and that same Maxima restored to its "previous glory," with a new video and a display at Nissan's North American headquarters.

The Verdict: Brands, are you listening? This is how you do viral!Continue reading...


Amazon's Black Friday Blitz: Robots, Snapchat and Early Flash Sales

Posted by Mark J. Miller on November 20, 2014 12:09 PM

Black Friday will soon be upon us, and hopeful retailers are doing all they can to prepare themselves for the onslaught of consumers that will materialize when they throw open their doors. One business going the extra mile this year certainly doesn’t have to worry about opening times or making people wait out in the cold: Amazon.

The e-commerce giant has pushed retail boundaries in the past during the holiday season, such as the controversial app it launched back in 2011 that promoted "showrooming" by encouraging shoppers to check prices of items in brick-and-mortar stores and then buy it cheaper on Amazon. Clearly, the company wants the biggest piece of the holiday-shopping pie that it can get.

This year, Amazon has a few tricks up its sleeve, including hiring more workers—of the automated kind—and tying in with one of the hottest apps with millennials these days.Continue reading...

elsewhere on brandchannel

1 2 3 4 5 6 7 8 9
brandcameo2014 Product Placement Awards
Apple loses its crown to a new #1
Coca-ColaIt's the Journey That Matters:
Coca-Cola Opens Up With Story-Based Web Refresh
debateJoin the Debate
Is product placement a waste of money?
Arthur Chinski and Joshua Mizrahi
Model Behavior? Brands Beware
U.S. Legal Changes Impact Use of Brand Ambassadors
paperCorporate Citizenship in Canada
Fresh thinking from Interbrand
Sheryl Connelly
Sheryl Connelly

Meet Ford's Resident Futurist
Brands and the pursuit of excellence