2014 Brandcameo Product Placement Awards

brand innovation

AT&T Goes Full Steam Ahead on Innovation with New Foundry Centers

Posted by Taylorann Miller on June 25, 2013 07:02 PM

AT&T is looking to be better, faster and it hopes to achieve that with the help of two new Foundry facilities. The innovation centers, located in Atlanta and the Dallas-Fort Worth areas, will serve as open spaces designed for developers and engineers to collaborate in designing technology and applications. 

“We said we’ve got to change the velocity of this business. It all has to be oriented toward speed," AT&T CEO Randall Stephenson said, according to the Atlanta Business Chronicle. "How do we move faster? How do we get things to market faster? And there is no way you could achieve the type of speed we sought to achieve if you didn’t do it an open environment.”

The centers, which already have locations in Palo Alto, Calif. and Israel have been supported through AT&T's corporate partners Alcatel-Lucent, Amdocs, Cisco, Ericsson, Intel and Microsoft. The Foundry program allows third party developers access to the framework and infrastructure needed to build out technologies while also providing AT&T a leg up in terms of differentiating itself in a highly competitive market.Continue reading...

games people play

KLM Readies Full-On Social Gamification with New Aviation Empire Game

Posted by Sheila Shayon on June 13, 2013 04:46 PM

For a 93-year-old airline, KLM Royal Dutch Airlines is pretty savvy when it comes to social marketing. In its latest social tie-in with its travel services, Dutch airline KLM is giving consumers a chance to experience the rush of running an international airline.

As announced at the Corporate Social Media Summit today in New York, on June 27th KLM will launch Aviation Empire, a Sims-like simulation game for mobile devices.Continue reading...

brand innovation

Adidas, Nike Utilize Green 3D Printing to Optimize Prototyping

Posted by Barry Silverstein on June 12, 2013 03:49 PM

3D printing technology is putting two competitors on the fast track to remarkably rapid production while upping the ante for sustainability. Adidas and Nike are both using 3D printing to create prototype versions of new footwear products. The technology makes it possible to "print and modify prototype plastic soles with studs, or cleats, for football and running shoes," reports the Financial Times.

Nike's Innovation Director Shane Kohatsu told FT, "Within six months we were able to go through twelve rounds of prototype iterations that we fully tested, and ultimately we were able to make super dramatic improvements to our products." There are no current plans to use the technology to mass produce shoes, but that could be down the road. "What's really intriguing for us is not the volumes that you can make," said Kohatsu. "It's really more how rapidly you can make changes."

Adidas has seen similar benefits, informing FT that 3D printers have cut the evaluation time for a new prototype to a few days from four to six weeks. While Adidas previously relied on prototypes handmade by twelve technicians, they can now produce prototypes with two people.Continue reading...

mobile marketing

Mondelez, Google Ink One-Year, Mobile-Only Media Deal

Posted by Sheila Shayon on May 30, 2013 12:38 PM

Two unlikely global titans have partnered on a “mobile only” media deal whose footprint covers 16 countries, from developed markets in North America and Europe to emerging markets in Eastern Europe, Latin America, the Middle East and Asia Pacific.

Mondelez International, the CPG giant behind billion-dollar brands like Oreo and Cadbury, announced today that it has inked a landmark deal with Google: a one-year partnership that will include mobile search, display and websites. While financial terms were not released, the deal will include branded mobile websites, training and mobile capability building, analytics and opportunity to opt in to Google's mobile beta programs.Continue reading...

retail watch

Walmart Gobbles Up Digital Expertise but Still Struggles to Manage Logistics

Posted by Dale Buss on May 28, 2013 10:41 AM

Walmart is moving ahead with its future in e-commerce, but at the same time the chain is now having problems with one of the stalwart advantages of its glorious past: the stocking of its stores.

The chain has acquired two San Francisco Bay Area tech companies and plans to hire more than 150 engineers, technicians and developers for its growing @WalmartLabs tech lab. Walmart bought One Ops and Tasty Labs to help expand its cloud-computing technology and digital-shopping platforms to compete with e-commerce rival Amazon, the San Jose Mercury News reported.

The effort is part of the same overall push by Walmart that also includes expanded integration with social networks such as Pinterest, mobile check-outs and its test of adding the option for shoppers to have purchases delivered same-day to their homes or to a nearby storage locker.Continue reading...

brand innovation

Colgate Looks to Reinvent Toothbrushes With Caffeine, Flavors, Diet Aids

Posted by Mark J. Miller on May 27, 2013 03:17 PM

Colgate-Palmolive has a significant stake in the world's oral hygiene market, with such toothpaste brands like Colgate, Elmex and Dentaguard, not to mention that the company accounts for one-third of the world's toothbrush sales. 

That number should go up if a U.S. patent that it applied for back in October gets approved. The innovation, “a new toothbrush that releases chemicals straight into your mouth as you brush,” could net the company an additional $330 million—and that's only for one "flavor."

The special paste would allow consumers to have such things as caffeine come to them through their toothpaste in the morning rather than waiting a few more minutes to get through a cup of joe. The flavoring would come through the toothpaste via a patch attached to the back of a specially designed toothbrush.Continue reading...

digital moves

Tech Hungry Target Eyes Crowded Streaming Space with Launch of Target Ticket

Posted by Mark J. Miller on May 20, 2013 05:28 PM

Folks have plenty of options when it comes to streaming online movies and TV shows: Netflix, Hulu, Amazon Prime and Apple's iTunes come to mind, but Target apparently thinks the space has room for one more.

The retailer is reportedly testing a beta version of Target Ticket, a TV and movie-streaming service with access to 15,000 titles.  

It will also provide “new releases, classic movies, and next-day TV,” the beta site claims. Right now, it’s just being tested on Target’s own employees, the Minneapolis/St. Paul Business Journal reports. This joins another employee-only beta test currently underway that allows people to order products online and pick them up at the store.Continue reading...

brand innovation

Is Tide Killing the Laundry Detergent Industry?

Posted by Dale Buss on April 5, 2013 11:32 AM

Tide Pods seem to be very good for Procter & Gamble, but some observers believe they're killing the rest of the detergent industry.

Naturally, P&G seems quite happy with how the pre-measured Pods are gobbling up market share in the U.S. detergent business, with expected fiscal-year sales of $500 million this year meaning that Tide Pods are well on their way to becoming yet another of the dozens of $1-billion-plus brands in the CPG giant's portfolio.

Moreover, this is a segment that P&G invented, as AP has noted, taking "eight years, 450 product sketches, 6,000 consumer tests and hundreds of millions of dollars." Despite imitators, Tide essentially has the category all to itself so far, with a market share of about 75 percent of unit doses, drawing customers from rivals without the technology. No wonder P&G plans to take Pods to Europe in the coming months.Continue reading...

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