Daimler Seeks Emotional Connections with New Campaign for Car2Go Service

Posted by Dale Buss on September 26, 2013 02:46 PM

Car sharing is moving more and more into the mainstream of American life and marketing, and Daimler's new campaign for its Car2Go service will advance the cause.

In a national effort that it's launching this week, Car2Go is running ads featuring real customers relating stories of how the service fits into their lives, including one that features how Car2Go was handy for getting a pregnant mom to the hospital and another that features a 290-pound strongman who uses the cars for errands.

The latter is especially interesting because Daimler uses only the Fortwo model, built by its Smart unit, in Car2Go, and it's one of the tiniest cars on American (or any) roads. In fact, its size continues to be a purchase obstacle for many US consumers despite the proliferation of other mini-cars including the Scion iQ and Chevrolet Spark.Continue reading...

brand news

In the News: IBM, AB InBev, Dell and more

Posted by Dale Buss on April 19, 2013 09:19 AM

In the News

IBM may sell part of its server unit to Lenovomisses estimates for first time since 2005 and struggles to deal with mobile computing shift.

AB InBev reportedly strikes deal with US on Modelo acquisition, as Busch heir resigns from NRA in wake of gun control bill's defeat in US Senate.

Dell sees Blackstone end its pursuit.

Adidas brings out "Boston Stands As One" t-shirt as CVS Caremark pledges to raise money for bombing victims, along with JetBlue and other companies.

Al Jazeera pushes back U.S. launch date.

Amazon may be unveiling mobile payments solution according to patent filing. 

The Atlantic magazine plans to launch paid digital content.

Avis taps celebrities to target "professionals" in new ad campaign.

BBC America and Twitter announce content-sharing partnership.

Boeing may see FAA clearance for Dreamliner as early as today.Continue reading...

branding together

Avis Picks Up Zipcar as Naysayers Take Aim at Deal

Posted by Dale Buss on January 2, 2013 03:45 PM

For a long time, Avis played second fiddle to Hertz in the rental-car business and became known for its brand credo, "We try harder." Lately, Avis has been No. 3 in sales in the car-rental business to Enterprise and Hertz. 

But now, Avis is leapfrogging the competition and is becoming No. 1 in the fastest-growing arena of the rental-transportation industry: fleet-sharing. Avis Budget Group announced on Monday that it is acquiring Zipcar, the leading brand in the fledgling segment, for $12.25 per share or about $500 million.

The deal allows Avis to participate robustly in the car-sharing phenom while boosting Zipcar with more resources and rides. Advancing its mission of "Wheels when you want them," Zipcar execs say they welcome the Avis fleet to help out with availability on weekends, when demand from Zipcar members is highest — and Avis isn't serving the strong business weekday demand.

Already, naysayers are predicting that Avis will "ruin" Zipcar. Not a chance, argues Avis.Continue reading...

brand news

In the News: Kia, Zipcar, Nivea and more

Posted by Dale Buss on January 2, 2013 09:02 AM

In the News

Kia names first non-Korean as president and integrates Google Maps.

Avis to acquires Zipcar brand for $500 million.

Nivea woos investors as CEO admits Rihanna was the wrong brand ambassador and brand returns to NYC's Times Square as New Year's Eve event sponsor.

Amazon apologizes for Christmas Eve outage.

American Girl's 2013 Girl of the Year doll addresses U.S. arts education cuts.

Apple sees its store in Paris robbed.

BBC Worldwide appoints chief brands officer.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...

brand news

In the News: Apple vs. Samsung, ESPN, Ford, Tiffany & more

Posted by Dale Buss on August 28, 2012 08:47 AM

5-Hour Energy and other energy-drink makers face New York state probe over ingredients and marketing.

Amazon reshapes computing with its cloud power.

Apple moves post-ruling efforts toward banning some Samsung phones from U.S. market as Korean company vows to fight, and Google looks at implications of case for its own business.

Avis drops "We Try Harder" tagline after 50 years in favor of "It's Your Space."

Axe enlists Jim Henson's shop to help with latest campaign.

Best Buy board steps to the side so founder can proceed with effort to take over company.

Boeing adds third line for Dreamliner assembly.

Bravo plans to launch another Top Chef spinoff.

Chevron marshals cash as investors wonder what energy company will do with it.

Disney sails through summer behind long-term plans.Continue reading...

brand news

In the News: UBS Sees $2B Loss, Esprit Sinks, Uniqlo Rises

Posted by Dale Buss on September 15, 2011 09:00 AM

In the News

UBS warns of big losses (up to $2 billion) on rogue trades, leading to employee arrest in London.

Esprit divests North American business as profit drops 98%.

Fast Retailing, parent of Uniqlo, sets big expansion plans (opening up to 300 stores/year) as brand that "represents" Japan.

Groupon plans to put IPO back on track.

Al Gore's 24-hour Climate Reality webcast irks some.

CBS CEO Leslie Moonves insists that TV ad market is holding up.

Crocs banned for nurses in Wales.

DuPont wins nearly $1 billion in damages in Kevlar-secrets case.Continue reading...

brand news

Brands to Watch: Avis, Twitter, Pandora & more

Posted by Shirley Brady on June 14, 2011 06:30 PM

Brands to Watch

Angry Birds and Moshi Monsters are ready for prime time at International Licensing Expo in Las Vegas.

Apple estimated to pay more than $1 billion annually to run iTunes; agrees to pay mobile patent settlement to Nokia; and sees top retail exec jumps ship to jcpenney.

Avis signs deal to buy European counterpart for $1 billion.

BBC moves to sell its iconic Television Centre in Wood Lane.

Bloomberg TV files complaint alleging Comcast/NBCU favoritism.

Cabbage Patch Kids will be revived for cartoon.Continue reading...

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