Posted by Dale Buss on January 8, 2013 03:43 PM
As rumored late last year, GM is dropping Chevrolet's lackluster "Chevy Runs Deep" slogan and replacing it with a tagline and positioning that the brand's management team believes is more forward-looking and will be more effective: "Find New Roads."
In dumping the introspective "Chevy Runs Deep" tagline — introduced in 2010 with narration by dulcet brand voice Tim Allen, the comedic actor who's also a Michigan native — and adopting a more outward-looking brand positioning, the GM marketing brain trust is taking a number of steps simultaneously.
They're aiming for a new external positioning that can serve more global purposes as "the touchstone for the brand as it devleops new products and technologies for sale in more than 140 markets," according to a GM statement.
Notably, Chevrolet also is adopting "Find New Roads" as an internal rallying cry, an actionable objective for its engineers, marketers and other staffers around the world both for purposes of internal branding and employee engagement in the mission of the brand.
"What we need to do is bring this to life, and it needs to become the thrust of the brand," Alan Batey, GM's interim CMO and its vice president of U.S. sales, service and global marketing, told brandchannel. "That's why the internal alignment is the starting point." External applications of "Find New Roads" will begin globally later in the first quarter, he said.Continue reading...
brand and bottle
Posted by Mark J. Miller on December 17, 2012 06:03 PM
Bacardi turned 150 years old this year and after a slew of celebrations in the past 12 months that have surely left its 6,000 employees a bit hungover from time to time, the company threw one more party last week. This one commemorated the creation and burial of a Bacardi time capsule that will be opened in 50 years.
So what’s in the futuristic stainless-steel capsule that has been registered with the international Time Capsule Society and stands six feet long and is a foot wide? What will the great citizens of our planet unearth in 50 years? Well, there’s a “photograph of the remarkable gathering of nearly 500 members of the Bacardi family, representing eight generations, captured in a single moment encircling the iconic Bacardi bat logo at the family’s 150th anniversary party in Puerto Rico,” a press release states,” along with a “commemorative medal honoring Bacardi rum as the ‘World’s Most Awarded Spirit,’ an honor achieved with nearly 600 awards for great taste, quality and innovation.”Continue reading...
Posted by Mark J. Miller on December 12, 2012 05:07 PM
When January 15 rolls around in the new year, it will mark a significant birthday for luxury auto brand Aston Martin: the company’s 100th anniversary.
It’s been shut down by world wars, owned by a few different entities, and nearly shut down production in the early 1980s when sales dwindled, but somehow the Aston Martin brand lived on. Only last week, Italian private equity firm Investindustrial picked up 37.5% of the company.
It's still an elite pleasure, with only 4,200 vehicles sold last year, according to Reuters. Likely helping to keep the brand alive has been its use by British secret agent James Bond in a number of films, including this year’s Skyfall, and Ian Fleming’s original books. The International Spy Museum in Washington, D.C., counts an Aston Martin as part of its collection.
To start getting fans in the spirit of its upcoming anniversary, the automaker posted a video on YouTube with its CEO giving a glimpse of the special 100th logo (check it out below) at a recent race. The centenary logo was “created to resemble a nautilus shell as each of the 100 years is represented by a point in the spiral,” according to LuxuryDaily.com.Continue reading...
Posted by Sheila Shayon on December 12, 2012 04:37 PM
Lacoste is celebrating its upcoming 80th anniversary — since founder Rene Lacoste unveiled the L.12.12 (get the timing?) — with a public invitation to help invent the Polo of the Future.
Fans can go to a bespoke website launching today and submit their vision of a futuristic polo shirt on the brand's Facebook page, with the most creative to be rendered by an artist and featured online.
As more inspiration, its new commercial shows one vision of the Polo of the Future — a shirt that changes color with the swipe of a hand.Continue reading...
Posted by Johnny Trinh on December 12, 2012 11:19 AM
A Bathing Ape (BAPE) celebrates its 8th anniversary in the U.S. today, marking the opening of its New York City flagship store on December 12th, 2004. It's a bittersweet time for many longtime fans, including this writer.
The Planet of the Apes-inspired brand paved the way for many streetwear brands, with a limited edition run of products sparking a huge craze outside of Japan at a time where you could only attain items imported by proxy vendors or resellers. As a result, it was ranked #3 on Complex's "50 Greatest Streetwear Brands" ranking last year.
The New York store, located in SoHo, is still a mainstay for streetwear aficionados, tourists and fans of the Bathing Ape lifestyle — and many of them will be flocking to the store today to pick up the limited edition anniversary gear. With the recent 10th Anniversary of BAPE London, I am reminded of my experiences over the last eight years with BAPE New York and the Bathing Ape brand.Continue reading...
brand and bottle
Posted by Dale Buss on December 7, 2012 02:08 PM
No wonder Pantone has selected emerald green for its color of the year. It's Heineken's 140th anniversary, and the Dutch beer giant is unscrewing all the caps to celebrate.
Today in Amsterdam, the Dutch brand is debuting a video wall projection made from 5,000 beer bottles on the side of its headquarters building. Not in Amsterdam? Worry not — fans can check it out from 4pm ET to 10pm ET, every day from Dec. 7th through January 2nd, on Heineken's Facebook page and post on the brand's virtual wall.
And that's not all it's doing on Facebook.Continue reading...
in the spotlight
Posted by Mark J. Miller on December 6, 2012 04:22 PM
Outsourcing jobs has been a topic that kept coming up over and over again during the battle for the US presidency this year. And for good reason. American companies have been moving their manufacturing jobs elsewhere for eons, ia fact that wasn’t exactly helping the nation’s economy recover from a bruising recession.
Apple, which has manufactured most of its products in Asia for years, is doing an about-face following its bruising over labor rights at its Foxconn manufacturing plant in China. Now CEO Tim Cook tells NBC's Brian Williams (in an interview that will air Thursday night) that Apple will manufacture an entire Mac line in the US starting next year.
“I don’t think we have a responsibility to create a certain kind of job,” Cook told Bloomberg Businessweek in its new cover story on his first year helming the brand. “But I think we do have a responsibility to create jobs.” Cook estimates that the company has created more than 600,000 jobs in America since 1980 (WSJ.com does a nice job summarizing Apple's US manufacturing history.)
Perhaps this is a way for Cook and Apple to give a little back to America. The New York Times reports that Apple is planning to shell out $100 million for American manufacturing next year. It currently manufactures some parts of the iPhone in the US. It's also, of course, a way for Cook to carve his own brand and legacy apart from his predecessor and old boss, Steve Jobs.
“My own personal philosophy on giving is best stated in a [John F.] Kennedy quote, 'To whom much is given, much is expected,’” Cook told Businessweek. “I have always believed this. Always. I think that Apple and Apple’s employees have done enormous good and can do even more.”Continue reading...
chew on this
Posted by Shirley Brady on December 3, 2012 11:01 AM
Burger King is celebrating the 55th anniversary of its Whopper hamburger with a whopper of a deal:
"Hurry in to any participating BURGER KING® restaurant nationwide from December 6th through December 9th, to enjoy an Original WHOPPER® Sandwich for just 55 cents, when you purchase any WHOPPER® Sandwich, including the new Wisconsin White Cheddar WHOPPER® or the spicy ANGRY WHOPPER®, available for a limited-time-only."
Also new to the menu for the iconic sandwich's 55th, which is being sold with retro packaging? Seasoned sweet potato cury fries. The fast food brand, which is testing home delivery, is inviting fans to submit their own Whopper moments on Facebook, as you can see in its new TV campaign below:Continue reading...