Interbrand IQ: The Best Asian Brands Issue

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In the News: Google, Apple, Barclays and more

Posted by Dale Buss on December 13, 2012 09:04 AM

In the News

Google releases new map app for Apple iPhone, shuts down shopping search in China, and makes porn harder to find, as CEO defends tax avoidance.

Apple settles European e-book price-fixing probe with publishers.

Applebee's interviews creator of #HireKevin campaign.

BMW and Boeing plan to collaborate on making carbon fiber.

Barclays joins industry cost-cutting wave, eliminating 2,000 jobs.

Berkshire Hathaway plans rare buyback of holder's stock.Continue reading...

brand news

In the News: A123, Bank of America, Coca-Cola and more

Posted by Dale Buss on October 17, 2012 09:09 AM

In the News

A123 Systems files for bankruptcy.

American Airlines adds meal reservations at O'Hare flights.

Avon is warned by FDA on marketing of anti-wrinkle products.

BP nears deal to sell Russian stake.

Bank of America earnings plunge over charges related to Merrill Lynch acquisition.

Cargill launches campaign for Truvia to benefit Bolivian children.

Coca-Cola braces for China slump.Continue reading...

brand news

In the News: Barclays, Best Buy, Chrysler and more

Posted by Dale Buss on July 3, 2012 09:00 AM

In the News

Barclays CEO resigns as banking scandal spreads.

Best Buy stock rises on speculation of founder takeover.

Chrysler June sales beat estimates for five-year record.

Amazon buys 3D mapping startup.

Apple, Google and Facebook are engaged in a "message" war.

Boeing boosts long-term forecast for jet market, while jumbo jet demand wanes.

Cargill helps food companies reduce sodium.Continue reading...

campaign tactics

I'm Local Farmin' It: McDonald's Goes Down on the Farm in New Campaign

Posted by Dale Buss on December 15, 2011 05:01 PM

Over the past few years, McDonald's has touted everything from value pricing to new product lines to continue to get people through the doors of its restaurants. On January 2nd, the world's biggest fast food chain will join competitors in attempting a new type of pitch in America: talking about where its ingredients come from.

While McDonald's has committed to promoting sustainable farming in Europe, taking a "farm-to-fork" approach in America may seem a stretch. After all, the restaurant chain doesn't deal directly with "local" farmers and ranchers but only with big suppliers such as Cargill, Lamb Weston and Coca-Cola.

But McDonald's U.S. executives have seen rivals such as Wendy's and Chipotle get some traction with down-on-the-farm marketing. And they acknowledge that "there are questions about where our food comes from," as McDonald's U.S. CMO Neil Golden put it this week, according to Ad Age.Continue reading...

chew on this

Who You Callin' Sugar? Sticky Suit Pits Sugar Farmers Against Corn Refiners

Posted by Dale Buss on September 13, 2011 07:44 PM

Boston isn't the only US city that's not sweet on sugar these days. In what seems to be a classic case of the pot calling the kettle black, sugar producers are suing corn processors in Los Angeles for peddling unhealthy products.

C&H Sugar and other groups of sugar-cane and beet farmers sued in Los Angeles this week to block Cargill, Archer-Daniels-Midland and other members of the Corn Refiners Association who produce high-fructose corn syrup from rebranding their product as "corn sugar."

The court battle kicked off today, with sugar farmers claiming they want to save nutrition-minded Americans from the companies' false advertising and efforts to undermine good ol' American healthy eating. 

It's no surprise that even sugar producers would want to keep their distance from the HFCS Complex these days.Continue reading...

brand news

In the News: Kraft, Sears, J. Crew & more

Posted by Dale Buss on August 4, 2011 09:00 AM

In the News

Accenture drives social business adoption through gamification.

Amazon battles U.S. states over taxes.

Bally expands to India.

Banco Popular expands rebranding to Popular Inc.

Canada sees online ad revenue exceed print for the first time.

Cargill recalls 36 million pounds of turkey products.

CNN finds host Piers Morgan coming under parliamentary pressure and accusations by Heather Mills over hacking.

Coca-Cola joins brands testing cloud-based in-text social advertising.

comScore acquires analytics firm AdXpose.

Dunkin' Donuts rolls out Keurig single-serve cups, with Starbucks to follow.Continue reading...

chew on this

Cargill Proves Branding Savvy with Truvia

Posted by Dale Buss on May 16, 2011 01:00 PM

Huge and privately held, Minnesota-based Cargill used to be one of the biggest companies you’d never heard of.

The $108-billion grain-processing giant has its finger in food commodities all over the world, It’s a huge presence in ingredients for better-for-you foods and beverages, and it occasionally ticks off environmentalists over sustainability issues. But Cargill wasn’t known for building consumer brands.

Until now. With some practice on its Coro Wise sterols that are an ingredient in cholesterol-lowering foods such as Minute Maid Heart Wise orange juice, Cargill has hit a brand-building home run as a rookie at the practice.

Its Truvia “natural” sweetener, made from the stevia bush native to South America, has surpassed venerable Sweet ‘N Low as the No. 2 sugar substitute in the country, according to AC Nielsen.Continue reading...

brand news

In the News: British Airways, Carrefour, Unilever and more

Posted by Dale Buss on May 6, 2011 09:15 AM

ADM and Cargill invest in diesel from soy in Brazil. 

British Airways’ Olympics-related advertising campaign takes off.

Carnival Cruise aligns with Live Nation.

Carrefour ousts head of its French business.

Cisco to reduce its bureaucracy.

Coca-Cola grows upbeat on India.

Glencore says orders for its IPO continue to roll in.Continue reading...

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