brand news

Brand News: Gap Inc., Fiat Chrysler, BBC and more

Posted by Dale Buss on October 8, 2014 09:43 AM

TOP STORIES

BBC unveils all-star version of God Only Knows, 17 years after iconic Perfect Day promo.

Gap Inc. CEO Glenn Murphy announces he's stepping down.

Fiat Chrysler CEO Sergio Marchionne says he's "done" in 2018.

NFL owners meet to discuss domestic violence handling. (More here.)

Whirlpool launches "Every day, care" tagline and campaign.Continue reading...

brand extensions

Mazda Extends 'Spirit and Soul' of Brand's Design Language

Posted by Dale Buss on September 25, 2014 05:09 PM

Mazda is working on its brand cachet both on the road and off the road—in fact, about as far off-road as you can get, considering that the Mazda brain trust is considering designing its own chairs and apparel.

Aspirationally borrowing a page from Porsche, which has its own non-automotive Design Group, Mazda global design boss Ikuo Maeda would like to launch a Mazda Design line, starting with an artsy new metal and leather chair, Automotive News report3e. Styling and hawking clothes, furniture, household goods and other gadgets could help elevate this very mainstream car brand into something more value-added, Maeda figures.

Mazda CEO Masamichi Kogai supports his notion, Maeda told the publication. For now, the only public evidence of Maeda's dream is a single chair designed by his studio, called the Kodo Chair, which Mazda exhibited at last year's Salone Internazionale del Mobile, Milan's global furniture fair. The sleek and slinky chair (above) was based on the cars' curvy design language and evoked a form-fitting cockpit.Continue reading...

brand news

Brand News: Apple, Home Depot, Lego and more

Posted by Dale Buss on September 4, 2014 09:27 AM

TOP STORIES

Apple sees acolytes start lining up for iPhone 6 as Samsung reveals its latest futuristic devices.

Home Depot tries to reassure customers about possible data breach.

Lego becomes world's largest toy maker on The Lego Movie success.

Lincoln launches promised ad campaign starring Matthew McConaughey.

Neiman Marcus plans to open first NYC store.

MORE BRAND NEWS

About.com brings a fresh twist to native advertising.

Amazon launches streaming box in UK next month.

Baidu launches its own version of Google Glass (which Luxottica head disses) along with computer "brain" and indoor-mapping challenge to Alibaba.

Ben & Jerry's sponsors 9/21 global People's Climate March with 350.org.Continue reading...

sporting brands

With Thursday Night Football, CBS Joins Brands Betting Bigger on NFL

Posted by Dale Buss on August 19, 2014 02:52 PM

In many ways the National Football League brand has become a 365-day-a-year enterprise. But there's still nothing for football fans like the traditional kickoff of the actual NFL season, which begins September 4 when the Green Bay Packers visit the Seattle Seahawks.

That means the NFL itself, and the increasing number of other brands that depend on its success, are about as keyed up right now as the kicking team getting ready to rush down the field to defend their first kickoff.

Arguably no brand has more at stake this NFL season than CBS, which paid the league handsomely to add a package of games under Thursday Night Football to complement the network's Sunday programming. CBS will begin on September 11 airing a package of eight games that it hopes to turn into a prime-time powerhouse much like ABC did with Monday Night Football decades ago. The league launched its Thursday-night broadcasts a few years ago by airing them only on the NFL Network.Continue reading...

brand news

Brand News: Southwest, Kellogg's, NFL and more

Posted by Dale Buss on August 1, 2014 09:37 AM

TOP STORIES

Kellogg's plans to revive soggy cereal sales after accelerating slide, as judge orders it to open locked-out factory in Memphis.

Southwest Air and SeaWorld end partnership in response to ongoing animal rights protests.

Yum! Brands says sales effects of China supplier scandal could deepen.

Tesla breaks ground on a contingent basis in Nevada as its loss widens.

NFL will install sensors in players' shoulder pads to track on-field data. 

MORE BRAND NEWS

Agent Provocateur releases racy brand film directed by actress Penelope Cruz:Continue reading...

that's entertainment

Summer's Here and the Time is Right for Branding of Your Beats

Posted by Claire Falloon on July 21, 2014 01:03 PM

As concert and festival-goers don their denim cut-offs and band t-shirts this summer, they should also get ready for the usual barrage from brands clamoring for their money and attention.

This year fans will encounter everything from advertising and promotions to carefully integrated digital and live experiences from brands including Jim Beam, HondaBudweiser, Vans and even Staples, which is sponsoring Katy Perry’s Prismatic World Tour (seriously, office supplies? What happened to sex, drugs and rock & roll?)

Old school purists may not like it, but concert sponsorship is nothing new and the presence of big corporate brands in music is a reality we may all have to get used to. 

As Lady Gaga noted at SXSW back in March, “without sponsorships we won’t have any more artists in Austin, because record companies don’t have any f*cking money.” And as music labels recede, the big brands are marching in.Continue reading...

bc q&a

Of Mazda, Music and Miata: 5 Questions with Russell Wager

Posted by Dale Buss on July 18, 2014 03:03 PM

Music has long been a great currency of marketing. But automotive brands are taking their involvement with music to new levels these days as they seek ways to make connections digitally and with their toughest demographic, Millennials.

Honda, for example, just launched an ambitious effort called Honda Stage that involves concert sponsorships and other music touch points. Nissan this week announced a two-year partnership with the Americana Music Association, give the brand closer ties to country music and Nashville.

And Mazda, though a small brand by automotive standards, now also is trying to mount an outsized presence in the music arena. The automaker just announced an expanded partnership with the Rock 'n' Roll Marathon Series, making Mazda the official automotive partner and doubling the brand’s participation this year to eight or nine events.

The series involves combining entertainment and running, featuring live bands performing at every mile along the course and a post-event headliner concert. Mazda will also have lots of on-site activations such as the Mazda Fueling Station with free food and beverages. It kicked off in Chicago this week and continues through December.

Mazda’s North American vice president of marketing, Russell Wager, talked to brandchannel about the new partnership and the brand's bigger strategy and goals:Continue reading...

brand news

Brand News: Honda, American Apparel, Starbucks and more

Posted by Dale Buss on June 23, 2014 09:17 AM

TOP STORIES

American Apparel ousted Dov Charney over nude pictures, report says.

HondaNissan and Mazda expand recalls of Takata airbag systems.

Starbucks brings made-to-order soda to 16 states and raises prices on drinks and bagged coffee.

Audi draws up EV plans to counter BMW and Tesla, report says. 

Thrillist brings online experience to life in New York on second annual Best Day of Your Life.

MORE BRAND NEWS

Ace Hardware renews performance in a big-box world by emphasizing local service.

BMW extends joint venture with Brilliance in China to 2028.

Barbara’s promotes natural snacks and cereals in new campaign.

BNP Paribas nears settlement in US for up to $9 billion.

Bono calls for more brand partnerships with RED at Cannes presentation.Continue reading...

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