MediaPost Publications - Marketing Daily 03/27/2012

RETAIL
Piggly Wiggly Uncorks 'Local Since Forever'
by Sarah Mahoney
The Charleston, S.C.-based chain is using a two-minute spot to kick off the new positioning, spokesperson Christopher Ibsen tells Marketing Daily. It plays off … Read the whole story
COMMENTARY
Internet Retailers: Listen To Your Users
by Michael Darnaud
Internet retailers must look closely at how they allocate their 2012 budgets, reduce the amount spent on apps, and increase development resources that improve … Read the whole story

AUTOMOTIVE
Lee Majors Not In New Mazda Campaign
by Karl Greenberg
Mazda is launching what it is calling an "inside-out" ad campaign in support of the new 2013 Mazda CX-5 small crossover. The effort, which … Read the whole story
COMMENTARY
Brand Architecture: Building Brand Value
by Martin Bishop
Brand value focuses on the net effect of an initiative -- are the benefits worth more than the costs of getting those benefits or … Read the whole story
RESTAURANTS
Chipotle Recycles Billboards For Earth Day
by Karlene Lukovitz
Fans who buy a bag -- selling exclusively on Chipotle.com ($18) -- will receive a barcode with the bag that's redeemable for a free … Read the whole story
TELECOM
PwC: Data Usage Will Upend Wireless Revenues
by Aaron Baar
The increasing number of people purchasing subsidized smartphones (in exchange for being locked into a long-term contract) will begin to weigh on the carriers' … Read the whole story
BEVERAGES
Corona Evolves 'Find Your Beach'
by Tanya Gazdik
Corona Extra is striving to evolve the "Find your beach" tagline that the brand has been using since 2010 with two new TV spots … Read the whole story
ENERGY
Sierra Club Ad Campaign Takes On Coal
by Karl Greenberg
The Sierra Club is launching an advertising campaign that talks about the dangers of coal. The effort uses humorous and (hopefully) viral videos that … Read the whole story