branding

The Yahoos At Yahoo

Insanity: doing the same thing over and over again and expecting different results.

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HUMMER: All About Branding

Since it was announced that GM was selling the HUMMER brand to Chinese firm Tengzhong, I’ve followed the commentary on Twitter (I’m @rogerdooley) with interest. There were a few surprises. One was that there are a lot of mindless HUMMER haters on Twitter.

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Name That Tune


You know you're old when songs you listened to when you were a kid are being used to brand old fogey cars.

It's common for musicians of all ages to sell their music to advertisers. Beck and the Who have done it, as have Feist and the Rolling Stones. It's not just a crass sellout anymore, but rather crass marketing strategy: ads get heard more often than songs on radio stations, so getting into a commercial is just one of a menu of options that include inclusion in the soundtrack of a movie, or appearing in a teen drama on TV. 

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The Fatwa on My Head

by: Jonathan Salem Baskin

You probably haven't caught wind of it, but some brand traditionalists have issued a fatwa on me. It's quite a compliment, really, and kind of comforting that I don't rate the scrutiny of a Salman Rushdie. But they're still pissed off, and they wish me dead.

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Smoke Gets In Their Eyes

by: Jonathan Salem Baskin

Burger King is trying to throw more raw meat on the grill by redirecting marketing funds normally spent by franchisees, and using it to run more corporate branding. We're talking $25 million next year, and $40 million every year through 2022.

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Captain Kirk & The Talking Lizard

by: Jonathan Salem Baskin

One of my pet peeves is the elevation of corporate mascots and celebrity spokesmodels from sales promotion tactics to brand strategy. Only now I'm thinking that in certain circumstances, they really are one in the same.

Almost.

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What Is Social Branding? What Makes a Brand Social? What Do You Need to Do to Become a Truly Social Brand beyond Just Getting into Facebook and Twitter?

by: Idris Mootee

I remembered talking to a group of senior marketing executives two years ago, the topic was “Branding 2.0 Is to get social” and many were scratching their heads and weren't sure what I was referring to. To answer the question "what's social branding?” we need to understand what branding is?

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Pepsi's Brilliant Branding

by: Jonathan Salem Baskin

No, not its inane brand image campaign and logo nonsense. I'm talking about its announced intention to spend $6 billion to take control of its bottling and distribution operations. I think it is the smartest branding move the company has made in recent memory.

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An Inevitable Evolution?

by: Jonathan Salem Baskin

It's sad to watch the newspaper dinosaurs thrash in the marketplace's tar pits, but the Boston Globe's latest branding campaign is destined to become fossilized before the gunk dries.

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Not So Innocent

by: Jonathan Salem Baskin

Coca-Cola intends to buy between 10 and 20% of Innocent, which is the company that all but invented the idea of a "socially conscious, good-for-you fruit smoothie" in the UK.

I think it's a deviously brilliant move, but not for the reasons feted in the marketing media.

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