Best Global Green Brands 2014


A&E Takes the Road Less Traveled with New 'Be Original' Rebrand

Posted by Mark J. Miller on January 9, 2014 03:47 PM

Anyone who has watched an episode of Duck Dynasty on A&E knows they don’t give three beignets about pretty much what anybody else thinks. They pride themselves on being renegades of sorts, truly originals. 

Now A&E has decided to follow suit. When the cable network launched back in 1984 as The Arts and Entertainment Network, its executives surely didn’t dream of a day when its lineup had such titles as Duck Dynasty, Bates Motel, and Storage Wars. But these are the shows that are drawing eyeballs today—the most in the industry, in some cases—and what TV exec doesn't like that?

To cater to its new tenants, the channel is moving away from its "Real. Life. Drama" tagline to “Be Original” and is emphasizing it by only running original programming in prime-time.Continue reading...


With a Little Help From its Friends, Philips Reveals New Logo and Tagline

Posted by Alicia Ciccone on November 13, 2013 12:36 PM

Philips today officially revealed its new logo—an updated version of the brand's traditional wordmark and shield—and a new tagline, "Innovation and you."

In a live-stream on YouTube, Philips executives spoke about the redesign and the new direction that the once major consumer electronics brand is now taking. The company launched a social media/gamification teaser campaign this week that invited users to "uncover Philips" by claiming a pixel and revealing a part of the new logo.Continue reading...

brand roadmaps

Pixel by Pixel, Philips Reveals a New Logo and Brand Direction

Posted by Sheila Shayon on November 12, 2013 12:13 PM

Dutch technology brand Philips is set to reveal its new brand identity on Nov. 13—but not without a little help from its friends.

The #40 Best Global Brand is engaging fans with a sneak peek: a teaser social media campaign that allows anyone to "claim" one of 50,000 pixels in an image of the new logo by signing in with Facebook or Twitter and using the hashtag #UncoverPhilips.

The evolving image lives on an Uncover Philips microsite, in English or Dutch, where so far more than 18 percent of the image has been revealed with users from The Netherlands, US, India and elsewhere claiming more 9,000 pixels so far.Continue reading...


NESCAFE Refreshes Dolce Gusto Brand With "Live With Gusto" Campaign

Posted by Sheila Shayon on November 11, 2013 11:26 AM

Celebrating its 75th anniversary this year, NESCAFÉ has something to crow about indeed as it’s the most popular coffee brand in the world, with more than 4,500 cups consumed every second.

The Nestle-owned brand has "regained momentum" this year and in Europe is outperforming the market, according to CEO Paul Bulcke, commenting on on sales over the last nine months. It's now turning to NESCAFÉ Dolce Gusto with a refreshed visual identity and new tagline, “Live With Gusto,” to celebrate its line of single-serve coffee machines now sold in more than 60 countries.

The multimillion-dollar campaign includes print and online ads, an infomercial with new ambassador, Mario Lopez, a website refresh, and social media engagement on Facebook, Twitter, Instagram, Pinterest and Google Plus, all showcasing "#DolceGusto" as a lifestyle choice.Continue reading...

chew on this

7-Eleven Moves Upscale with New Look, Healthier Products

Posted by Mark J. Miller on October 18, 2013 03:47 PM

7-Eleven is a longtime favorite late-night stop for soda, beer, candy, Slurpees, cigarettes, and snack food—an offering that has helped it become the world’s largest chain of convenience stores. But now the brand is looking to change its tune to get more in-line with offerings that appeal to Millennials and women. 

One transformation has already been completed, as last month the chain began stocking its US stores with healthier snacking options including roasted edamame, organic trail mix, veggie chips and a variety of dried fruit and nut blends that are displayed in a whole new health section of some of its stores.Continue reading...


JCPenney's Comeback Strategy Includes Wiping the Brand Clean of Any Trace of Johnson Era

Posted by Dale Buss on October 10, 2013 11:36 AM

If Ron Johnson were dead, he'd be spinning in his grave. Instead, the ousted CEO of JCPenney can simply watch from afar as his predecessor-turned-successor Myron Ullman dismantles the former Apple retail head's failed ambitious plan to transform the venerable retailer, piece by piece.

The latest back-to-the-future moves by Ullman? Scrapping the simple new logo that Johnson instituted as well as some of the ad-agency help that he hired. Such gambits are part of Ullman's efforts to ensure that Penney has bottomed out as the crucial 2013 holiday shopping season gets underway.

Johnson introduced the red-framed logo last year to great fanfare, "updating" the marque to simply "jcp" in a blue box in the upper-left corner of a square that was intended to invoke an American flag with its patriotic colors.

Instead, it became just another reminder to JCPenney's traditional customers that Johnson didn't really care about their business. So the old "JCPenney" logo in a simple red font is back—albeit slightly updated—marking the fourth logo in as many years for the embattled department store brand.Continue reading...

tech in the spotlight

At 15, Google is Just Getting Started

Posted by Sheila Shayon on September 27, 2013 11:56 AM

Happy birthday, Google!

The fabled internet company got its start 15 years ago when then Stanford students Larry Page and Sergey Brin conceived what is now arguably the world's most relevant tech company, moving beyond the web into mobile, automotive, and even health care. 

Topping $50 billion in sales last year, Google lays claim to a host of revolutionary projects and services that have changed the world and the way we live our lives. YouTube is the largest video site on the planet; Android is the dominant mobile phone operating system with 80 percent market share; Google X is crafting ‘moonshot’ projects like Google Glass and Project Loon; and just-announced startup Calico is set to address the biggest health concerns that challenge mortality.

How does one celebrate such remarkable achievements? With a homepage animation, of course.Continue reading...

brand evolution

Yahoo Ushers in a New Era with Month-Long Logo Debut

Posted by Sheila Shayon on August 7, 2013 12:52 PM

If you thought Yahoo was coming to the end of its transformation phase, think again. The internet company, which has been given new life under CEO Marissa Mayer, is planning to roll out a new logo in September, but not before it pays homage to its current logo's 20-year run.

The "30 Days of Change" campaign will feature a new logo everyday before the company unveils the actual one, which will be a "modern redesign that’s more reflective of our reimagined design and new experiences,” CMO Kathy Savitt wrote in a blog post

Savitt, who was Mayer's first major hire after she assumed the role of chief executive last year, told USA Today that the "Yahoo logo is iconic; some people love it, some people hate it. We decided to change it, to reflect new products … and depict our next chapter."Continue reading...

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