Best Global Green Brands 2014

brand news

Brand News: Samsung, POM, Priceline and more

Posted by Shirley Brady on June 13, 2014 09:09 AM

TOP STORIES

Samsung Galaxy Tab S, revealed last night in New York, puts Apple's iPad on notice with more colorful displays.

POM given go-ahead by US Supreme Court to sue Coca-Cola in false advertising case.

Priceline to buy OpenTable for $2.6 billion.

Tesla opens patents, meets with BMW to discuss electric vehicles.

Google reportedly preps Google Fit health data service.

MORE BRAND NEWS

Alibaba's Tmall extends luxury offerings with L'Occitane virtual store.

Apple recalls European iPhone power adapters.

Bonnaroo festival extends brand beyond music.

Campbell's challenged on V8 juice marketing.

Cannes Lions festival gets ready with first Lions Health summit.Continue reading...

now hear this

Gatorade Spits Fire—Then Fizzles—After Powerade's King James Goes Down

Posted by Rami Levi on June 6, 2014 04:03 PM

Is it in you, LeBron?

Leading up to Game 1 of the NBA Finals, with the Miami Heat facing the San Antonio Spurs, a rematch of last year’s exhilarating NBA Finals remained the dominant storyline. That is, until the air conditioning at the AT&T Center gave way early in the first half. 

Forget Heat vs. Spurs. The main storyline was now Heat vs. Heat. 

Well, the heat won—and not the basketball team. With just seven minutes to go in a hotly contested nailbiter, LeBron James, one of the best (or the best, if you talk to him) players in the game, literally had to be carried off the court to the sidelines. The heat was cramping his style—and his leg. With their best player looking on through clenched teeth, the Heat lost their lead and eventually the game. 

Following the loss, LeBron very clearly identified the reason for his cramps: “I mean, I got all the fluids I need to get, I do my normal routine I’ve done and it was inevitable for me tonight, throughout the conditions, you know, out there on the floor,” he said. "I lost all the fluids that I was putting in in the last couple of days out there on the floor. It sucks not being out there for your team, especially at this point in the season.”

And with that statement, add one more loser to the boxscore: Powerade.Continue reading...

corporate citizenship

Marriott Renews Vows to LGBT Community with #LoveTravels Campaign

Posted by Mark J. Miller on June 2, 2014 01:18 PM

Marriott International is one of many travel companies that have made a point of supporting the LGBT community through events and sponsorships. Now, the company, which is the parent of hotel brands including The Ritz-Carlton and Courtyard, has recruited one of the most significant figures in the LGBT community for its new #LoveTravels campaign. 

The social media and marketing initiative, which launches today in time for June's pride month, features Jason Collins, the first openly gay NBA player that made headlines last year after making his orientation public in a feature for Sports Illustrated. In addition to wrapping hotels in Washington, DC, the US-focused campaign has a dedicated website and also features related content on Marriott's gay travel sites. Pinpointing the market is a smart move, as LGBT marketing specialist group Out Now estimated the LGBT travel market to hit $181 billion in 2013, according to USA Today

This isn't the first time Marriott has ran an LGBT-focused campaign. #LoveTravels is an extension of its "Be You, With Us" initiative that launched in 2012, which helped the company be named one of the best places to work for LGBT equality by the Human Rights Commission—a surprising honor for a company with a largely conservative board.Continue reading...

brand news

Brand News: Marriott Taps Jason Collins, Apple WWDC and more

Posted by Shirley Brady on June 2, 2014 09:00 AM

TOP 5 STORIES

Marriott International's new #LoveTravels campaign targeting LGBT community features NBA star Jason Collins in extension of "Be You, With Us" campaign for June's pride month.

Apple's Worldwide Developers Conference kicks off today (watch for OS X, iOS 8, iBeacon and health-tracking push) as Samsung unveils Tizen phone at nearby developers event.

Amazon and Mattel’s Hit Entertainment partner on content hub streaming preschool cartoon Fireman Sam and selling merchandise in deal that may alarm marketing watchdogs.

Google to launch 180 satellites in billion-dollar plan to bring Internet access to unwired markets. 

Fortune and Money launch own domains in spin-off from CNNMoney.com as Time Inc. leads exodus of New York media powerhouses moving to cheaper digs.

MORE BRAND NEWS

ARC Hospitality buys $1.9 billion of hotels from Goldman Sachs.

Carl’s Jr. parent blames US minimum pay for woes, releases latest titillating ad.

Channel 4 threatens to expose UK marketers on kid advertising.

EPA’s new rules will cut US carbon emissions 30 percent.

GM's pain may exceed that $35 million fine.Continue reading...

brands under fire

Unpacking the Impact of the NBA's "We Are One" LA Clippers Content Strategy

Posted by Jeremy Shapero on May 5, 2014 06:43 PM

On April 25, 2014, the spotlight shifted from a historic first round of the NBA playoffs when TMZ released a recording that exposed the bigoted and hateful beliefs of longstanding LA Clippers owner, Donald Sterling. The NBA, consistently viewed as one of the most progressive among the major professional sports leagues, was now teetering on the brink of a brand disaster.

As noted here, the league complemented decisive action with a compelling content strategy to quickly control the situation. This strategy began with a press conference by Commissioner Adam Silver and was followed by a revamped Los Angeles Clippers homepage—a black screen with a simple message, “We Are One.”

The message and its accompanying visual identity was quickly rolled out across the league on social media channels. That night, throughout the three playoff games, the NBA ran a powerful 30 second spot featuring understated visuals of teamwork on the court complementing a succinct but sharp extension of the “We Are One” message. Now there are even official t-shirts, in partnership with adidas, to help spread the message and support anti-discrimination and tolerance organizations.

The NBA’s response was applauded by prominent figures, sponsors (not just adidas, but also Kia Motors and Kumho Tires), and organizations inside and outside the league. A representative for Kumho told The Oregonian, "Our confidence is even stronger going into a three-year sponsorship seeing how they handled such a serious and negative situation as racism. It shows us that we have a sound partner in the NBA that makes strong decisions even in the face of adversity." (Another brand, Skechers, is reportedly considering buying a stake in the team.)

But to gauge the effectiveness of this content strategy with the general public, it is critical to examine the conversation around the controversy across social channels.Continue reading...

response mechanism

We Are One: The LA Clippers' Deft Content Strategy Saves the Game

Posted by Mark J. Miller on May 1, 2014 12:54 PM

The NBA's lifetime ban of Los Angeles Clippers owner Donald Sterling after the racially-charged uproar this week reminds us how fiercely loyal sports fans can be. No matter what a complete jerk and bozo the team owner might be, they remain loyal to the players on the field and to the sport they love.

Sometime this summer or next season, Clippers fans won't have to suffer through that indignity any more, and can truly celebrate the team's finally winning its first division title in 2013 after being a perennial loser since its founding in 1970. They may end up with a new owner that could very well see some VIPs (Floyd Mayweather? Magic Johnson? Oprah Winfrey?) taking over for a man who is stuck back in the mindset of Bull Connor, the man who turned on the hoses and released the dogs onto the citizens of Birmingham, Alabama, in the early '60s.

Whoever takes over, this much is clear: The Clippers—and the NBA—are ready to move on, and swiftly at that, as shown by a rapid response and deft content strategy that resulted in any tarnish belonging to Sterling alone.Continue reading...

china

China's Li-Ning Sticks to its Roots to Build Consumer Clout Over Nike, Adidas

Posted by Kristen Van Nest on February 28, 2014 11:12 AM

In China, the sporting apparel market is a bit of an anomaly. For one thing, fitness and physical activity in China is a lot less common than in other global markets like the US, Europe and South America. And when Chinese consumers do hit the gym or track, it's usually in their street clothes. 

That presents a unique challenge for both foreign and domestic brands like China's Li-Ning, the oldest and second-largest Chinese sporting goods brand. Facing the relentless competition of Nike, adidas and Under Armour on both its home turf and abroad, Li-Ning has had to adjust its product and growth strategies to focus less on hard-core athletic gear as a free-expression trend continues to grow among China's fashion-savvy youth.Continue reading...

media brands

Time Inc., MLB, NHL and More Throw Support Behind New 120 Sports Network

Posted by Mark J. Miller on February 21, 2014 01:44 PM

ESPN may consider itself the “World Wide Leader in Sports,” but Sports Illustrated’s owner, Time Inc., and a few major sports leagues are looking to take a big piece of its action with a big investment in online sports network startup, 120 Sports.

Online video is growing exponentially, Time Inc. will join Major League Baseball, the National Basketball Association, the National Hockey League, NASCAR, and college sports conferences to create content for the network that will “include content such as game highlights and commentary in two-minute segments,” according to the Wall Street Journal. No live games will be featured.

The NFL is not currently part of the 120 Sports package since it announced last month that it will have its own online video app, NFL Now, “that will tailor programming according to each user's interests, part of an independent effort by the league to extend its reach on digital platforms,” the Journal reports.

The 120 Sports site will launch later in the spring and have its own app, but the content may also appear on third-party sites. It won’t require viewers to authenticate their cable providers, such as how NBC won't allow online viewers to watch live streams of Olympics coverage without entering such information.Continue reading...

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