Posted by Dale Buss on June 8, 2012 06:35 PM
If you hurry you can still see one way that Ford just keeps on using Facebook for paid advertising even as rival GM has pulled its paid ads (and invested in Manchester United as a way to reach Chinese car-buyers). And next week, you can read a report that presumably will underscore how many advertisers still agree with Ford, not GM.
Ford is currently running ads for Ford-logoed licensed merchandise such as t-shirts and toy cars with the Blue Oval logo that the company just got out of hock. The idea is to promote them for Father's Day, so they're June 1st through 10th in advance of Father's Day on the 17th. The ads — a first for Ford's licensing operations — appear on the right-hand side of Facebook user profiles to visit Ford and motor sports-related FB pages, according to Bloomberg.Continue reading...
Posted by Abe Sauer on October 4, 2011 03:01 PM
The behind-the-scenes world of trademarking the US military was thrust into the public sphere earlier this year when it was revealed that Disney had filed to trademark "Seal Team Six" just hours after it was announced the elite group had killed Osama Bin Laden. Soon after the fiasco, we found various armed forces extensions moving quickly to trademark their respective intellectual property.
One US armed forces unit that has long understood the value of its brand is the Army. While most Americans are probably familiar with the Army's branding with regard to recruitment and retention efforts, from "Be All You Can Be" to "Army Strong," they are probably less familiar with brand extensions like the Army's new line of toys.Continue reading...
Posted by Mark J. Miller on August 11, 2011 04:00 PM
Paris Hilton may be one of America’s most-disliked people, according to E-Poll Market Research, but some people are banking on eyeglass wearers in Asia still getting drawn in by her.
The word from brand licensing firm Beanstalk is that its client, Hilton, who is known for her stints on reality TV and big event red carpets as well as for a brutal interview with Barbara Walters on The View back in May, will launch an eyewear line in Asia in February.
Hilton, identified by Beanstalk as a “global style leader and fashion icon,” has signed a deal with OEM & Design Company “to develop an exclusive line of optical frames, sunglasses and colored contact lenses” with her name attached to them.Continue reading...
Posted by Shirley Brady on June 14, 2011 06:30 PM
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...
license to thrill
Posted by Abe Sauer on December 22, 2010 02:00 PM
Here at brandchannel, we love the idea of brand licensing. Indeed, after all the work of building a strong, championed brand, why not leverage it a little?
The key is "a little." All brand owners dream of seeing their brand cross that line where consumers begin to willingly self-identity with it, whether that's by wearing a t-shirt or using a brand-licensed credit card.
Consider Trump licensing his name in India, or Everlast licensing to Sears. Everybody's doing it. One category of brands making substantial changes to the brand licensing approach is the automotive sector.
Ford and Lamborghini just launched online marketplaces to sell their merchandise in addition to already established relationships at retail outlets.
Intrigued to find out more, we interviewed Michael Stone, founder and CEO of brand licensing specialist Beanstalk, which has worked with Ford, Harley-Davidson, Land Rover and Stanley, about the benefits and pitfalls of brand licensing as a marketing tactic.Continue reading...