Posted by Mark J. Miller on April 11, 2013 07:15 PM
The 2013 Masters Golf Tournament—one of the few golf tourneys that the world outside of the golf community actually cares about—kicked off Thursday morning as brands watch helplessly, hoping and praying that one of thier golfers is the one pulling on the famed green jacket by weekend's end.
As Forbes points out, last year’s winner, Bubba Watson, wasn’t a big name outside of the golf world before the Masters got underway last year. Though by the end of the tournament, his main sponsor, Ping, had generated $14.2 million in media value, according to brand analyst and research firm Repucon. That's triple what the next brand, TaylorMade, got out with at $4.5 million.
The reason the numbers vary so much is because he Masters only allows four minutes of commercials each hour and limits the amount of branding on the course so the majority of brand exposure comes from the golfers themselves and whatever airtime they get. That means sponsors of the world’s top-ranked golfers—Tiger Woods, Rory McIlroy and Justin Rose— along with such big names as Phil Mickelson (No. 9) and Watson (No. 14) will be enjoying the sight of their products far more than those who supply gear to Richard Sterne (No. 49). Unless, of course, Sterne pulls out the game of his life and ends up in or near the winner's circle.Continue reading...
Posted by Mark J. Miller on March 14, 2013 01:16 PM
While the white smoke billowed out into St. Peter's Square and Pope Francis was introduced to the world, the Catholic Church’s legal team was busy behind the scenes.
As it's widely understood, the Catholic Church is as much a business as it is a religious beacon, and like any smart business, the Church protects its property. Vatican City and the Holy See are already the owners of such trademarks as “Benedictvs XVI Pontifex Maximus,” “Ioannes Pavlvs Pontifex Maximus,” “Stato Della Citta Del Vaticano,” and “Segreteria Di Stato," according to Forbes. Now, with a new pontiff in place, Vatican lawyers will be hard at work securing trademarks for everything Pope Francis related.Continue reading...
Posted by Barry Silverstein on December 20, 2012 12:10 PM
The end of each year brings with it a flurry of predictions and prognostications for the next year. They come from genuine and self-appointed pundits in every area imaginable and from every corner of the globe. So why should brand marketing be any different?
This year, the pundits are seeing one word in their crystal balls:convergence. It's obvious to most marketers that "traditional" marketing has already converged with digital marketing, but In 2013, "convergence" will take on new meaning in the brand marketing world.
For example, we'll see convergence in data analytics, according to Andrew Edwards, founder of Technology Leaders: "2013 will be the year convergence analytics comes of age. Big Data, cloud computing and dashboarding are going to merge into an array of offerings that answer the marketers' need for a single view of multi-channel touchpoints."
We'll also see convergence in online media: "As the lines continue to blur between what's paid, owned, and earned in digital (and soon, traditional) media, this will be the trend that governs nearly all other major changes in the digital marketing and media landscape," writes Rebecca Lieb, digital/advertising media analyst for Altimeter Group.Continue reading...
brands under fire
Posted by Mark J. Miller on December 3, 2012 01:27 PM
America's FDA keeps working toward forcing cigarette makers to encase their product in packaging with some incredibly nasty images in order to help consumers understand what could happen to them if they continue smoking. Australian health officials don’t have to wait anymore.
Thanks to a world-first law that went into effect on Dec. 1st, nicotine lovers (and haters) in the land Down Under are now faced with images a gangrene-mangled limb and a skeletal cancer victim when they buy their cigarettes. The images, which caused an uproar when revealed last year, take up most of the pack’s packaging with the cigarette’s brand name (no logo) printed on the bottom quarter of the packaging, in plain text on an olive-toned blah background.
“They’re so horrifingly ugly that they are magnificent,” Fiona Sharkie, executive director of anti-smoking campaigner Quit Victoria, told Bloomberg. How horrifyingly ugly? Check out the grotesque warning images below.Continue reading...
Posted by Barry Silverstein on March 29, 2012 12:07 PM
For the past eight years, fifteen brands have ranked at the top of their category in the Harris Poll EquiTrend Study, a survey of over 1,500 brands across more than 127 product categories.
"These 15 top brands have consistently found a way to remain relevant and valuable to the consumer," said Aron Galonsky, SVP for Harris Interactive's Brand and Communication Consulting group. "It's not surprising why these perennial leaders continue to stay on top. They continually deliver a consistent and balanced brand experience, year after year, that really resonates with the consumer."
Check them out below, along with more from Harris about why they made the 2012 list.Continue reading...
Posted by Michael Waltzer on January 30, 2012 06:01 PM
Not only will the NFL's uniforms change partners from Reebok to Nike, it looks like the Panthers are taking advantage of this opportunity with the team's first logo change ever since entering the NFL in 1995.
The idea was to modernize the logo without "losing the dramatic essence of the mark," says Carolina Panthers President Danny Morrison. The logotype has also been changed (below) to integrate the logo into the type itself. Also watch their Logo Evolution video below.Continue reading...
Posted by Mark J. Miller on January 20, 2012 01:04 PM
DC Comics has grown up. Now just one of the three publishing legs that make up the foundation of DC Entertainment, the comic-book publisher unleashed a new logo and brand identity this week, according to Fast Company.
The logo will start appearing on DC books in March as well as on its other publishing entities: Vertigo and Mad Magazine. The company also is involved with a slew of entertainment ventures, covering movies, TV shows, video games, DVDs, and merchandising.
“It wasn’t as obvious to the rest of the world as it was to the comic fans that Batman is from DC Comics or Sandman is a Vertigo character,” says John Rood, DC Entertainment’s executive vice president of sales, marketing, and business development, to Fast Company. “Now that our audience has exploded beyond just a readership, we needed a way of making a more consistent connection between our properties and their parent brands.”Continue reading...
Posted by Shirley Brady on September 27, 2011 12:57 PM
Telstra celebrated the launch of 4G LTE services in Australia (the country's first taste of 4G, with Optus and Vodafone to follow next year) with a campaign called "The Fun Has Just Begun."
The communications giant brought some fun to Sydney's central business district. The public was treated to musical pop-up events including free performances by Friday phenom Rebecca Black in her first big endorsement deal.
Other free performances included a mariachi band and breakdancers around the Sydney CBD, while a flash mob removed their colored t-shirts in unison to reflect Telstra's bright new look. Watch more of the launch event marketing below.Continue reading...