brand news

Brand News: Samsung, Coca-Cola, WhatsApp and more

Posted by Dale Buss on October 7, 2014 09:44 AM

TOP STORIES

Samsung blames weak mobile sales for sagging results.

Coca-Cola settles suit over deceptive labeling of Vitaminwater.

Nike named most valuable sports brand by Forbes.

Siemens backs effort to turn London's iconic telephone boxes free, green and solar.

Facebook closes WhatsApp acquisition with final bill of $22 billion as Hellmann's tests WhatsApp marketing as Yahoo eyes Snapchat.

MORE BRAND NEWS

Apple's iPad named top brand by kids as Amazon's Fire HD 6 tablet gets thumbs up by the Wall Street Journal.

AT&T apologizes for minor data breach.

Adidas struggles in America.Continue reading...

brand news

In the News: HP, Samsung, American Airlines and more

Posted by Dale Buss on October 6, 2014 09:07 AM

TOP STORIES

HP confirms plans to split company, including more layoffs.

NBA reaches long-term rights deals with Time Warner and Disney, which is also busy bailing out Euro Disney.

Samsung spoofs Apple iPhone6 woes with bend testearmarks $15 billion on memory-chip production for new devices.

American Airlines and Cadillac partner to offer exclusive benefits to travelers.

Tesla prepares certified used-car plan.

MORE BRAND NEWS

Adobe expands its Creative Cloud sharing and syncing tools.

Audi sales boom prompts dealers to up investments.

BFGoodrich launches tire-toughness campaign.Continue reading...

brand news

Brand News: Yahoo Eyes Snapchat, HP Splits, Domino's Siri and more

Posted by Shirley Brady on October 5, 2014 12:45 PM

TOP STORIES

Domino's pitches Dom voice-ordering app in US TV spot during NBC's Sunday Night Football, as Toyota breaks first multicultural marketing spot.

Apple will reportedly reveal new iPad on Oct. 16, while Irish HQ becomes European tax battleground.

HP will announce Monday it's breaking into two companies.

Tesla reportedly readies driverless model with Tesla D, and provides wireless to S-model owners in France with Orange.

Yahoo eyes $10 billion Snapchat stake, and reaches out to agencies for brand campaign help.Continue reading...

celebrity brandmatch

Yao Ming, Goodwill Ambassador for the Elephant

Posted by Sheila Shayon on September 25, 2014 03:03 PM

Yao Ming is already a one-man brand, having proven himself against the likes of Shaquille O’Neal as a 22-year-old NBA rookie. Now, more than ten years later, the former Houston Rockets star is a one-man band with a mission: to wean China off its love of ivory and save Africa’s endangered elephant population. 

In just the past three years, 100,000 elephants have been poached for their tusks in mass-slaughters as the appetite for ivory grows in Ming’s home country. The death toll rises annually with 25,000 African elephants murdered last year and 4.5 million killed in the last 60 years. 

Nicknamed the “Great Wall of China,” the 7’6” Yao, now 33, told the Washington Post he connects with Africa as “many animals there are bigger than me.”

So he launched a campaign in partnership with WildAid, Save the Elephants, the African Wildlife Foundation and the Yao Ming Foundation to defend the largest, gentlest creatures on the planet from man. Joining the cause, Discovery's Animal Planet network will debut a feature documentary, Saving Africa's Giants with Yao Ming, on Nov. 18.Continue reading...

sporting brands

Brooklyn Nets Put their Borough at the Heart of their Brand in New Campaign

Posted by Mark J. Miller on September 9, 2014 01:46 PM

The NBA’s Brooklyn Nets, heading into its third year in New York City's most populated borough, want to keep the local fans coming despite a minor slip in the standings last year from fourth in the Eastern Conference to fifth.

Brooklyn basketball fans were excited to have the team move from New Jersey two seasons ago, but the Nets need to keep the locals interested now that the sheen on the Barclays Center has worn off. To do so, the brand is launching a new campaign, "We Are Brooklyn" that follows its "Hello Brooklyn" and "Are You Ready" campaigns. Ads will be seen across TV, web and social media as well as on subways, taxis, buses and MetroCards.

The brand's message has evolved, and so while the first two campaigns helped establish the Nets' brand locally and as a lifestyle brand, the new campaign "is a combination of both," Brooklyn Nets and Barclays Center CEO Brett Yormark said, according to Adweek. "Our fan base has evolved from being a little more casual to a little bit hardcore."Continue reading...

brand news

Brand News: A&E/Vice, Nike, Apple and more

Posted by Alicia Ciccone on September 1, 2014 09:53 AM

TOP STORIES

A&E buys 10 percent of Vice for $250 million. 

Apple blocks developers from selling users' health data to marketers; bans hazardous chemicals following China investigation; reportedly strikes payments deal to make next iPhone a mobile wallet with American Express, Visa and MasterCard; sees iBeacon struggle with retailers; and grapples with possible iCloud (via “Find my iPhone”) hack that led to massive nude photo leak affecting Jennifer Lawrence and other actresses.

Nike re-signs (Under Armour-wooed) NBA star Kevin Durant to sneaker deal rumored to be worth $350 million.

Disney files patents for drone-controlled puppets as Google drones find better reception than Amazon tests.

P&G's Tide brand honors uniformed workers on Labor Day (above).

MORE BRAND NEWS

Alibaba faces stiffer homegrown competition ahead of upcoming IPO.

Art Everywhere partnership brings culture to outdoor advertising.

Bayer brings “world’s hangover cureBerocca to US.

BMW sees bomb-proof fleet get big buy-in from Australian government for G20 Summit. 

Comcast acquisition of Time Warner Cable protested by entertainment giants.Continue reading...

mobile marketing

Why Western Brands Love China's WeChat Mobile Platform

Posted by Sheila Shayon on August 7, 2014 02:43 PM

As Tencent’s WeChat nears 400 million active users, it's drawing attention from brand marketers not only in China, where it has achieved status as “the new king of Chinese social media,” according to Econsultancy. Weixin, as it is known in China, is also drawing attention from government officials in its homeland, who are clamping down on users with fake names and other practices that erode trust in the site.

Often mistakenly compared to a Chinese version of WhatsApp, the global mobile powerhouse that is WeChat is far more robust and enables emotional bonding via text, video, voice messaging, mobile payments, e-commerce, games, or even booking a taxi.

That range of capabilities has attracted Western brands including McDonald's, Nike, adidas, Intel, Durex, Coach, British Airways, Italy's Yoox and the NBA, all eagerly testing WeChat’s ability to target consumers one-to-one.

How some other brands are looking to stand out on WeChat:Continue reading...

personal brands

Reclaiming Brand Authenticity, LeBron James is Coming Home

Posted by brandchannel on July 15, 2014 01:03 PM

LeBron James has always been more than an athlete—he’s a brand. The overwhelmingly positive sentiment surrounding the NBA star's decision to return to play for the Cleveland Cavaliers underscores an important truth: a brand's ability to attract customer loyalty, and in turn, maximize earning potential, is not solely the result of a high-quality product, but its ability to communicate authenticity and purpose.

Indeed, while LeBron has spent much of his career as one of the greatest basketball players on Earth, his stature amongst fans has always been intimately tied to his authenticity and purpose. The strength of LeBron’s personal brand at the start of his career was largely due to the authenticity of his narrative. LeBron overcame poverty and an absent father to become the future of his hometown Cleveland Cavaliers. He embodied the struggle of the city and the resolve needed to rise above adversity.

In 2008, James released a documentary about his high school basketball team, More than a Game. The documentary depicted how the evolution of his game stems from the evolution of his relationships. It’s his brand positioning: "This is why I care." It was a gripping narrative that fans could feel through every spectacular dunk, emphatic block and signature powder toss. As the title of his documentary suggests, LeBron’s story has always been “More than a Game.”Continue reading...

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