Posted by Mark J. Miller on September 30, 2013 01:53 PM
NBA teams are generally not lacking in celeb star power, but the Toronto Raptors haven’t elicited a lot of excitement in the team’s 18-year history. That all is about to change today as the team announced that rapper Drake will assume the multi-faceted role of brand ambassador, consultant, and business partner for the ball club, according to the Toronto Star.
The news comes just as the NBA announced that Toronto will host the 2016 NBA All-Star Game—the first time that the game will be played outside of the Lower 48. And Toronto could use the publicity.
Toronto was the worst team in its division last season, though certainly not the worst in the league (we’re looking at you, Orlando). While it made some personnel changes this summer, as Sports Illustrated notes, it doesn't seem as if any new talent has been brought in. So despite the excitement generated around the All-Star game and the addition of Drake, the brand boost won't go very far if the team can't get some W's.Continue reading...
what's in a name
Posted by Abe Sauer on August 12, 2013 11:33 AM
A built-in fanbase; a global market; a universally recognizable brand name and logo. Some of the world's biggest brands are well-endowed with all of these characteristics, however, many of them are missing one, important thing: a great brand story. However, one international conglomerate has found a way around this; by buying a local Milwaukee, Wis. coffee shop's backstory.
With the kind of humble beginnings that make for a great brand heritage, Alterra Coffee opened its doors in 1993 on the fifth floor of a Milwaukee warehouse amidst the metro areas worst financial years. With record-setting unemployment and a widespread cryptosporidium outbreak in the municipal water supply, it wasn't the best time to start peddling coffee. But with grit, good grounds and great service, Alterra built a tremendous local reputation. The brand's locations—which mirror the clean, franchised, free WiFi designs of other major coffee houses—popped up all over Milwaukee. As a movement toward buying local took off across the US, Alterra was perfectly positioned to give Milwaukee coffee lovers their desired Starbucks experience with a local conscience. But it turns out that Alterra's dark roast wasn't the most coveted part of its business.Continue reading...
brands under fire
Posted by Ben Berkon on July 10, 2013 12:46 PM
It's been quite a while since US phone users considered purchasing a BlackBerry device in favor of Apple’s iPhone or Google’s Android.
In April 2012, when CEO Thorsten Heins took over Research in Motion Ltd. (RIM), the Canada-based BlackBerry manufacturer, he hoped the supposedly state-of-the-art BlackBerry 10 software (and re-invented touch screen and keyboard phones) would put RIM back on the map. He even enlisted Alicia Keys as Creative Director, following in the footsteps of other high-profile brand/celebrity collaborations. But the heavy investment in the company's future doesn't have much to show for itself yet. After a reported $84 million loss in June, the stock endured a 28 percent drop. New phone sales, in general, lagged.
At the company's annual shareholders meeting on Tuesday, Heins tried to downplay the elephant in the room.Continue reading...
ready for takeoff
Posted by Adeline Chong on July 9, 2013 01:07 PM
In Asia, the tiger is highly revered and seen as a symbol of strength, power, courage and energy. With its recent makeover and steps taken to improve its operations and customer service, it appears that the newly minted Tigerair intends to uphold the symbolism behind its name, leaping tiger in its logo or not.
The low-cost, Singapore-based carrier formerly known as Tiger Airways announced its rebranding earlier this month, complete with a new, more subtle logo and a renewed approach to consumer relations. The airline will now allow passengers to make changes to bookings online and have also announced mobile and web check-in for all passengers—services already widely available on competing low-cost carriers like Air Asia. The carrier hopes to get a leg up on competition though with its new call center—an ammenity that other airlines don't offer in the region—to field customer inquiries and opinions.
Tigerair CEO Koay Peng Yen told brandchannel, “We hope to be able to better connect with our customers through our new brand personality—warm, passionate and genuine. We will also strive to deliver more positive experiences to our customers by improving our service quality.”Continue reading...
Posted by Alicia Ciccone on May 28, 2013 01:21 PM
Following the official split of Rupert Murdoch's News Corp. into separate news and entertainment companies, the man in charge has unveiled the new logo for its News division—one that's very familiar to the Aussie media mogul.
The delicate script logo is based off of the handwriting of Rupert Murdoch himself along with that of his father, according to a company memo sent by CEO Robert Thomson. "The name is historic and the script is based on the writing of Rupert and his father, who have provided us all with not only a name, but a remarkable professional platform," Thomson wrote.
Earlier this month, the company revealed the name and logo for its independent entertainment division, which will be called 21st Century Fox following the spin-off. The name and logo are a clean update on the existing identity of News Corp's iconic Twentieth Century Fox brand.Continue reading...
Posted by Mark J. Miller on May 22, 2013 11:36 AM
New York’s Whitney Museum of American Art is taking its collection of more than 19,000 items for a ride downtown in two years as it moves from its current location to a new Renzo Piano-designed building right at the southern end of the High Line. With the move, museum execs saw the opportunity to also change up the museum's 13-year-old blocky logo.
Maybe to avoid too much change at once (or so it can be sure to have all the new stationery in place before the new building’s opening), the Whitney unveiled its new logo and visual identity system this week. It consists of a very simple W that Amerstam-based design firm Experimental Jetset apparently sees a lot of symbolism in.Continue reading...
Posted by Mark J. Miller on April 11, 2013 02:34 PM
In a bid to redefine the financial journey, ING U.S. has announced that it will be rebranding as Voya Financial.
While the announcement was made Thursday, ING U.S. does not plan on incorporating the new name or logo until 2014, as it awaits the completion of its IPO.
ING Group, the company's Dutch parent, announced last year that it was planning to spin off its US arm through an initial public offering—where Voya will register as the company's stock ticker. The divestiture of the US part of the business along with a ING Direct and a Dutch mortgage lender had to take place in order to get approval for a 2008 bailout.Continue reading...
Posted by Sheila Shayon on April 11, 2013 12:37 PM
What products would you make smarter? That's the question General Electric is asking in its bid to create consumer-facing products with GE patents.
No stranger to the Internet of Things, GE has once again partnered with Quirky, a type of social network for inventors to license thousands of its patents to Quirky community members for development.
“There are a host of consumer applications that we haven’t had the ability to focus on,” Beth Comstock, CMO GE told the The New York Times. “That just isn’t our core business.”Continue reading...