New Belgium Brewing, the nation's third-largest craft brewer, is launching a campaign including the company's second-ever TV effort, and the first in eight years. The Fort Collins, Colo. company, sums up its brand values in its new tagline, "Pairs well with people." The line refers both to the employee-owned, environmentally proactive brewer and, in accompanying online videos, to its flagship brew, Fat Tire Ale. ...Read the whole story

According to the survey, 16% of Hispanic consumers use their mobile devices for their purchases, compared with 12% of general market consumers. According to Armand Parra, director of insight and strategy at The Integer Group, age and early adoption of technology are the main drivers behind the trend. ...Read the whole story

Brand consultancy CoreBrand says awareness isn't everything. Awareness is up across the board for the top 100 corporations it looks at for its BrandPower Series, but what people think about them? Not so nice. The CoreBrand Favorability Report, the latest in the series, follows trends in the favorability attribute of top brands, and identifies opportunities for Tier 2 brands. ...Read the whole story

The effort talks about specific Ford technology, while furthering the brand position evinced by its "Go Further" tag. Central to the effort are 15-, 20- and 30-second TV ads for the Euro market that will air during the final between FC Bayern Munich and BV Borussia Dortmund. ...Read the whole story

With tax evasion and third-world factory collapses dominating headlines, a study on the role of corporate responsibility programs shows that consumers are more inclined than ever to expect their favorite brands to be on their best behavior. They are relying on social media to keep them informed. ...Read the whole story

The "1D VIP Tour Correspondent" (Kylie Keene of Portland, Maine) was selected through a contest that generated big buzz across 1D fan sites and social media communities. Hundreds of One Direction and Nabisco snack brands fans submitted videos and resumes to vie for the job. ...Read the whole story

Beer was the highest growth category in this year's BrandZ rankings -- up 36% year-over-year, according to the 2013 BrandZ Top 100 list of most valuable global brands, the 8th annual survey from WPP and Millward Brown. Leading the list of beer brands is Bud Light with a brand value of $10.8 billion (up 30%), followed by Budweiser with a brand value of $9.5 billion (up 26%) and Heineken, up 36% with a brand value of $8.2 billion. Brazil's Brahma was the second-biggest gaining brand overall, up 61% with a brand value of $3.8 billion. ...Read the whole story

Minneapolis-based Target says its first-quarter earnings came in at a disappointing $498 million, "below expectations as a result of softer-than-expected sales, particularly in apparel and other seasonal and weather-sensitive categories," says Gregg Steinhafel, its CEO, in a release. ...Read the whole story

Data collection company Equifax has selected Dentsu shop 360i to be its lead agency for both traditional and digital channels. Equifax spent the bulk of its measured media budget -- more than $31 million -- on digital display advertising in 2012. 360i is tasked with leading all direct-to-consumer integrated marketing efforts for the brand's Credit and Identity Protection products. ...Read the whole story

"We feel there's tremendous savings versus AT&T and Verizon," company representative Greg Lund tells "Marketing Daily." "People have been conditioned to the post-paid experience, and they don't really take stock of what they're paying and what they're being offered." ...Read the whole story

The drive-thrus feature a menu that includes the brand's premium coffee, plus "dashboard-friendly" foods in 12 combos priced under $5. The combos offer quick picks like a medium cup of coffee or soft drink paired with an egg sandwich, stuffed pretzel melt or handheld "Tasty Pies." ...Read the whole story

Tablets are used mainly in lean-back mode at home, for two-screen viewing, consuming media and as e-commerce tools. Smartphones, by contrast, are used both on the go and at home, for communication and content-snacking, and apps. Brands and businesses should use search marketing on tablets to drive higher conversion rates. ...Read the whole story

Understanding customers' needs, wants, and buying process in a category helps marketers make better strategy, product, positioning, messaging, channel, and content decisions. By tracking a ... ...More