• Brands Still Look To Celebs--With Wary Eye

    Some marketers are taking a more subtle approach. Rather than enlisting celebrities as endorsers, they are getting them to work behind the scenes or have up-and-comers be less visible, just in case. "What brands are doing is trying to control the content associated with their brands [by using] a go-to guy, a relatively obscure person to the general public." ...Read the whole story

  • Kia Leverages 'Power To Surprise' In Ads

    "For so long we have been known as a value brand with a great warranty, great fuel economy and safety technology," says Michael Sprague, VP of marketing. "We now are bringing out great designed product, so we feel that new products will make people take a look at Kia in a different way; particularly with the current economic environment, 'value' is a new kind of 'cool.'" ...Read the whole story

  • What's With Cheesecake And Dr. Phil?

    The icing on the cake: An in-store promotion in which The Cheesecake Factory distributed some 2 million cards, each good for a free slice of cheesecake for every $30 spent. Customers each received two cards, one for themselves and one for a friend. The card promotion aims to turn customers into "advocates and evangelists" for the chain, which is focused on adding value rather than discounting, says SVP/CMO Mark Mears. ...Read the whole story

  • Parents Seek Toys With 'Play Value'

    Anyone looking for proof that parents want more bang for their buck can stop with the latest progress report from Lego. After a holiday season that had retailers crying in their eggnog and left industry heavyweights Mattel and Hasbro with disappointing quarterly results, Lego says its U.S. sales were up an amazing 38% in 2008, recording double-digit gains in every retail outlet. ...Read the whole story

  • BDO Seidman's First National Effort To Bow

    The campaign will create a significant and sustained presence on morning national cable news networks, including CNN, Fox News, CNBC, MSNBC and CNN Headline News. This effort will be complemented by a consistent presence in business print as well as an extensive online campaign. ...Read the whole story

  • Craftsman Retools NASCAR Relationship

    Craftsman revs up its involvement with NASCAR this season, having added a branded entertainment vehicle Sunday before Fox's broadcast of the Daytona 500. Craftsman was the "presenting sponsor" of a special focused on the frequently overlooked pit crews that turn the wrenches and fasten the bolts to propel the cars to jaw-dropping speeds. ...Read the whole story



NHL: Brand Resurrected

On the first day of 2009, baseball's field of dreams -- Chicago's Wrigley Field -- became hockey's rink of dreams, and the National Hockey League's ... ...More

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