Best Global Green Brands 2014

license to thrill

Disney's Maleficent Scares Up Some High-End Brand Extensions

Posted by Abe Sauer on May 22, 2014 01:56 PM

$75: That's how much you'll be set back after springing for the "Max t-shirt" from Stella McCartney's Maleficent collection. The shirt, mind you, is the least expensive item in the exclusive line. 

But $185 "Linda Glitter Sandals" are just the tip of the Disney castle turret when it comes to the tie-ins aiming to capitalize on the upcoming film. The House of Mouse is planning for Maleficent—the gritty retelling of Disney's saccharine tale of Sleeping Beauty—to be a huge summer hit. Starring Angelina Jolie (as an approximation of how a lot of people think about her), the film is projected to pull in hundreds of millions at the box office.

While it's no surprise to see Disney's merchandising machine fire on all the usual cylinders (the Disney Store is already well stocked), Maleficent does boast some unusual—and upscale—marketing partners.Continue reading...

going green

Earth Day 2013: Brands Shine Spotlight on Green Initiatives

Posted by Sheila Shayon on April 22, 2013 05:46 PM

As brands around the world celebrate Earth Day, it is becoming more apparent that creative, effective marketing will be a vital factor in the adoption of green consumer products and practices. Years have passed since terms like "green" and "sustainability" became part of the lexicon, but little has changed when it comes to consumer behavior that effects the environment. Joel Makower, author and chairman of GreenBiz Group blames "half-hearted, humorless and uninspired," marketing efforts that push "underwhelming, overpriced, inconvenient, ineffective or unavailable," green products. 

Initiated in 1970 by Denis Hayes, 20 million Americans gathered for peaceful demonstrations in favor of environmental reform. Today, more than one billion people in nearly 200 nations recognize Earth Day and its goals. This year's Earth Day theme revolves around climate change and all those affected by it, from "a man in the Maldives worried about relocating his family as sea levels rise," to "the orangutan in Indonesian forests segmented by more frequent brushfires and droughts."Continue reading...

rebranding

PPR Rebrands as Kering, Paying Homage to its Roots and Mission

Posted by Sheila Shayon on March 22, 2013 04:19 PM

PPR, the multinational holding company that is home to brands including Gucci, Yves Saint Laurent, Stella McCartney, Alexander McQueen, Balenciaga, Bottega Veneta, Brioni and Sergio Rossi, is rebranding as Kering, indicative of a transformation from French conglomerate to internationally focused sportswear (encompassing its brands including Puma, Tretorn and Volcom) and luxury-goods group. 

The new name, accompanied by an owl logo and tagline, "Empowering Imagination," is pronounced "caring." CEO Francois-Henri Pinault explains, "We are there to care for the brand and take care of the brand," the Wall Street Journal reports.

Pinault carries on his father’s legacy as founder with the new name, which a press release explains was inspired by family roots in France's Brittany region as "Ker" meaning home in Breton, with the action-associated "ing" implying "doing" and "going."

Manfredi Ricca, the managing director at Interbrand in Milan, commented to the International Herald Tribune that the new identity reflects an awareness that companies need “a strong angle on what they stand for,” both for consumers and for employees, to demonstrate their “overarching vision” and values.Continue reading...

London 2012

London 2012: Adidas Goes All In With Nicki Minaj For Last Summer Olympics

Posted by Sheila Shayon on August 2, 2012 10:19 AM

This is the last Summer Olympic Games that Adidas is sponsoring, so it's going big with its messaging around London 2012.

The official outfitter of Team Great Britain today reported that it has sold $100 million of 2012 Olympic merchandise to date, no doubt helped by its high-profile guest designer, Stella McCartney. As the Telegraph notes, "As well as making the official London 2012 sports apparel merchandise, Adidas provides the kit for hosts Team GB and it is providing 3m items of clothing for the athletes to wear in the Olympic village and for volunteers."

Despite being targeted by rival Nike with its faux London 2012 campaign and sweatshop activists, the sportswear giant is keeping on track.Continue reading...

London 2012

London 2012 Watch: Old Spice Winner, Beckham Calls and more

Posted by Mark J. Miller on July 23, 2012 07:32 PM

Always a bonanza for marketers (as the New York Times' Stuart Elliott notes), campaigns pegged to the Olympics are often overly serious and attempt to be tearjerkers, as P&G knows all too well. Still, its Old Spice brand is retickling its Old Spice Guy funny bone by partnering again with W+K on an Olympics commercial. "I Will Live Forever," above, stars a skinny hero who listens to a self-help tape and somehow manages to win a slew of medals and a ton of hearts while smelling good all along the way.Continue reading...

London 2012

London 2012 Watch: Adidas Helps Team GB Take the Stage and more

Posted by Shirley Brady on July 2, 2012 12:27 PM

Olympic sponsor Adidas has unveiled the next phase of its Olympic 'Take the Stage' campaign, above. The focus of the spot is Team Great Britain athletes in what's being called the brand's biggest-ever marketing spend. According to Brand Republic, "It's being supported by a large-scale digital output across a dedicated site, www.adidas.com/all2012, Facebook and Twitter, using the handle @adidasUK, with a dedicated hashtag #takethestage, which will run for the next six weeks." Below, check out the official London 2012 Predator shoe and a new addition to Stella McCartney's Team GB Olympics kit — a rain cape.Continue reading...

sports in the spotlight

Stella McCartney x Adidas Olympics Apparel Has Brits Seeing Red

Posted by Shirley Brady on March 26, 2012 09:34 AM

Is this a tempest in a teacup? Stella McCartney's Team Great Britain Adidas-produced gear for the London 2012 summer Olympics has a few of her fellow Brits up in arms. The reason? Too much blue in the Union Jack and not enough red for some tastes.

sports in the spotlight

London 2012 Olympics Gets Cashless with Visa, High Tech Chic with Stella McCartney x Adidas

Posted by Sheila Shayon on March 23, 2012 11:28 AM

With the opening ceremony on July 27th, the London 2012 Olympic and Paralympic Games watch is heating up. This week Visa Europe unveiled its pre-Olympics TV campaign, featuring Usain Bolt (the brand’s "Europe Innovation Ambassador") racing through London. Adidas also unveiled the Stella McCartney-designed Olympics apparel that British athletes will be wearing throughout the competitions.

First, to the world's fastest man: "Bolt embodies speed, effortlessness and performance – the ability to deliver even on the world’s biggest stage. Similarly for Visa Europe, London 2012 is a showcase for our latest payments technology including contactless and mobile payments, which will enable cardholders to experience a secure, reliable and fast payments infrastructure for the Games and beyond,” said Mariano Dima, EVP Product and Marketing Solutions, Visa Europe.Continue reading...

elsewhere on brandchannel

1 2 3 4 5 6 7 8 9
brandcameo2014 Product Placement Awards
Apple loses its crown to a new #1
Coca-ColaIt's the Journey That Matters:
Coca-Cola Opens Up With Story-Based Web Refresh
debateJoin the Debate
Is product placement a waste of money?
Arthur Chinski and Joshua Mizrahi
Model Behavior? Brands Beware
U.S. Legal Changes Impact Use of Brand Ambassadors
paperGlobal Competitive [Ad]vantage
The latest from GeoEdge
Sheryl Connelly
Sheryl Connelly

Meet Ford's Resident Futurist
MetaluxuryMeta-Luxury
Brands and the pursuit of excellence

Advertisements