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Links 1 through 10 of 63 by Francis Anderson tagged branding

Brand icons such as Tony the Tiger, Mrs. Butterworth and the talking M&M characters are popular with the public and carry none of the risks of hiring real-life representatives, who can become embroiled in scandal.

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Coffee is the second most popular drink in the world, after tap water, which means that the empty cappuccino cup on your desk will have plenty of friends when it inevitably gets to the landfill--58 billion of them get tossed every year in North America. Toby Daniels founded Betacup in May, 2009, to find a solution, and he just announced a major step: Starbucks has agreed to sponsor Betacup's contest to redesign the coffee cup. (Core77 has joined in as a media sponsor.)

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Toyota’s now disastrous foray into social media offers a demonstration of what skills an agency needs to play in that space. It’s now obvious that PR expertise is not an optional extra that ad agencies having a bit of a dabble in social media can do without. Although advertising has always had the potential to be controversial, for social media that possibility grows exponentially and that risk needs to be controlled. And as Saatchi & Saatchi has demonstrated, it now goes without saying that you actually need to understand social media before you start. You can’t start learning on the client’s time.

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ABSOLUT is going with the ever popular brandless branding for a new limited edition series of bottles. The Swedish vodka maker is going nearly labelless for new campaign against sexual prejudice. The bottles maintain their signature shape, with only a tiny removable sticker at the bottom to identifying alcohol content and volume.

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Kraft today announced that Australians have voted for a name to replace the seriously unpopular and high criticised iSnack 2.0. Kraft gave customers the opportunity to vote for one of six names in response to the negative publicity. We’re told that around 10,000 customers voted for Cheesybite, equivalent to 36% of the total vote making it the most popular name - just pipping ‘none of the above’.

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Though US economists are cautiously predicting an uptick in consumer spending next year, the post-recession landscape will present brand marketers with new challenges, new engagement realities and new rules, and will increase pressure to prove how and why branded products deliver value, according to (pdf) Dr. Robert Passikoff, president of Brand Keys. Using what Passikoff calls “predictive loyalty metrics” gleaned from consumer data his firm collects, Brandkeys analyzed the likely consumer values, needs and expectations for the next 12-18 months and offered the following 10 trends:

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The Twitter name “@arjanelfassed” is not only the Twitter account of one Arjan El Fassed; it’s also the name of an actual location, “@ arjanelfassed tweetstreet,” which is now a street in a Palestinian refuge camp. The Dutch website Jouw Eigen Straatnam charges $146 for each of 200 street names in the Askar camp and gives the proceeds to the Palestinian Child Care Society (PCCS), according to Al Fassed, to fund “cultural and expressive after-school activities” for the up to 1,000 children in the camp at its youth center. Part of the program’s allure, he says, is that the corresponding street signs are temporary. “Since a refugee camp by definition should not remain permanent, selling street names of the camp is a creative way to connect people and support these children after school,” said Arjan El Fassed. “Naming the street to my Twitter account is a symbolic way to connect both online and offline with the children of Askar.”

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Rohit Bhagava believes "luxury brands are the IDEAL brands to be using social media and that social networking, microblogging and online content creation represent big opportunities for these brands to really stand out, improve their customer loyalty, drive sales and, in fact, maintain the image they have worked hard to create for their brands."

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Gill Linton opines: "Everyone’s a brand strategist these days, including people in the fashion industry whose core business is to produce fashion shows, generate publicity and create ad campaigns. In which case you’d expect fashion brands to be more distinct from each other, wouldn’t you?"

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During the U.S. Open golf tournament at Bethpage Black, Goldman Sachs, Bank of America, Merrill Lynch, and Morgan Stanley all brought clients to the Heritage Club, an exclusive corporate hospitality center. Hundreds of thousands of dollars were spent on tables but those responsible could not be identified, logos on tote bags and polos were no more.

According to The New York Times the gatherings are sometimes so well disguised that even the event planners might not know whose event they are working on.

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