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sporting brands

BP and Visa Only Brand Winners at Olympics?

Posted by Mark J. Miller on August 17, 2012 01:16 PM

Back at the start of the year, when consumers were asked what brands popped to mind when they thought of the Olympics, Nike was the number-one answer. Of course, it didn’t matter that Nike wasn’t actually an official sponsor of the event, but why quibble with such trivial details? In fact, Nike did a good job keeping attention on them during the Games themselves with the brilliant pushing-the-rules ad “Find Your Greatness.”

The point is, brands can shell out truckloads of cash to be involved in and event organizers can employ hundreds of “brand police” to ensure their paid sponsors aren’t getting screwed, but that doesn’t mean that when the Olympics end, people aren’t left saying, “I really should drink Coke more often!” or “Wouldn’t it be great to have a little more Panasonic around the house?”

YouGov BrandIndex, a daily consumer perception research service of brands, insists that only two of the partners for London 2012 “broke through in any significant way in consumer perception while a few had “very modest or no significant movement” or even “went backwards,” according to a company release. Continue reading...

brand news

In the News: Ochocinco, Arco, Cosmo and more

Posted by Shirley Brady on August 14, 2012 08:56 AM

In the News

Apple rumor created by Swedes as a prank goes viral.

BP nets $2.5bn in deal to sell Californian refinery business and Arco brand.

Canada's media ownership concentration criticized in new report.

Chad Johnson negates powerful personal brand as VH1 series cancelled.

Cosmopolitan founder Helen Gurley Brown passes, remembered, at 90.

Dewar's global brand ambassador chats with the New York Times.

Ford banks on 2013 Fiesta.

GE and Chobani take gold in Ace Metrix Olympics ad ranker.

HarperCollins plans pop-up record store to promote new book.Continue reading...

brand news

In the News: Samsung, Romney/Ryan, App.net and more

Posted by Shirley Brady on August 12, 2012 12:55 PM

In the News

Amazon and eBay eye same-day delivery as Amazon site traffic soars.

App.net woos digerati and raises funds for paid social network.

Apple calls final witnesses in contentious Samsung trial as brand's fans seen losing their edge.

Baidu among Barrons' top 10 Chinese brands.

Barclays chairman promises change.

Bermuda readies new branding campaign.

Costco sees deluge of cross-border Canadian shoppers.Continue reading...

brandcameo

Target Practice: As DVDs Crash, Expect More $999 Hunger Games Pins

Posted by Abe Sauer on August 8, 2012 01:21 PM

When one thinks of Target, it's certainly fitting to imagine the retailer as an outlet for the teenage girls that form the bulk of The Hunger Games' most dedicated fan base. What may not be so fitting to the Target brand and clientele are the terms like "14-carat gold replicas" and "$999 each." Yet, this is what Target is dangling as one of the marquee features of its exclusive Hunger Games DVD release event.Continue reading...

London 2012

London 2012 Watch: GE Brings London Olympics to Life

Posted by Sheila Shayon on July 30, 2012 04:29 PM

Olympics sponsor GE is using data visualization to engage the public in the gargantuan logistical underpinning involved in mounting and hosting the Olympic Games.

"What (g)oes into building an Olympic city? GE's chief marketing officer Beth Comstock tweeted from a panel discussion Monday on the future of cities at the London Olympics. "Lots of technology and big machines hidden in plain sight." Her tweet linked to GE's Building the Games interactive map, which (powered by Bing search) features GE's infrastructure work behind the scenes of London 2012.Continue reading...

social media watch

Twitter Competing in Two Sports: The Olympics and the U.S. Election

Posted by Sheila Shayon on July 27, 2012 10:14 AM

As the Summer Olympics gets underway in London, Twitter — rebounding for a pre-Olympics wobble on Thursday — has launched its London 2012 Olympics hub, driving its user base to jump on the #Olympics hashtag. 

NBC has partnered with Twitter to produce the Olympics Hub, highlighting noteworthy tweets from across the Games and beyond NBC's wall-to-wall Olympics coverage, without U.S. bias, even though a U.S.-based team in Boulder, CO, will curate tweets 20 hours a day for the hub. 

The goal is to centralize and surface tweets and conversations around the Games in a service for users and companies alike, with brands such as GE and P&G already promoting their Olympian marketing efforts via the hub.Continue reading...

London 2012

London 2012 Watch: Brand Police, Anti-Doping Ads and More

Posted by Mark J. Miller on July 16, 2012 05:19 PM

You can’t stop it now. That Olympics train is running down the track and won’t be stopping till the final Royal Scone is eaten and the last big-hatted Guard struts by and the final Beatles song is sung during the Closing Ceremonies on Aug. 12. Don’t even think about getting out of the way, and that goes to marketers, too. We're watching how marketers of all sizes, official sponsors and non-sponsors, grapple with the hurdles of the London 2012 organizers' tough rules protecting sponsorships — starting with our lead story today:

Watch Out! The Brand Police Are Watching You

While there is some question on just how secure these Olympics will be, there is no doubt that this will be the most vigilant Olympics ever when it comes to fighting off any brands that are planning to use the Games as any kind of way of presenting their message if they haven’t shelled out the big bucks to allow them the right to do so.

The Independent reports that almost 300 “Olympics officers” hit the streets of the UK ("with a vengeance") on Monday, “enforcing sponsors' multimillion-pound marketing deals” and keeping a steely eye for ambush marketing. Such words as “gold,” “silver,” and, of course, “bronze” have been outlawed from any advertising. The newspaper comments, "Publicans have been advised that blackboards advertising live TV coverage must not refer to beer brands or brewers without an Olympics deal, while caterers and restaurateurs have been told not to advertise dishes that could be construed as having an association with the event."

Interbrand London's Lorna Fray, in her dispatch from London today, notes at least one non-sponsor whose signage around London might lead the casual observer to think it's an Olympics campaign: MasterCard, whose "Priceless London" outdoor marketing push "references heroes, unique experiences and London without mentioning sport or 2012" — much to the annoyance, no doubt, of official London 2012 credit card partner Visa.Continue reading...

brand news

In the News: JPMorgan, Digg, Virgin and more

Posted by Dale Buss on July 13, 2012 08:57 AM

In the News

JPMorgan Chase reaches nearly $6 billion in losses on "whale trades" but posts multi-billion-dollar quarterly profit.

Digg, a social-media pioneer, sells for pittance and gains new CEO.

Richard Branson takes on Stephen Fry in new Virgin UK campaign.

Axe replaces bikini-clad women with Kiefer Sutherland in new spot.

Coca-Cola launches Hispanic campaign for Olympics and reintroduces controversial drink colors in Freestyle dispensing machines at UK Burger Kings.

Olive Garden owner Darden to buy Yard House for $585 million.

Facebook starts automating home-page ad buying and monitoring chats for criminal activity.Continue reading...

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