Branding The Hunger Games
Branding the Hunger Games
Harry Potter set the stage… The Twilight franchise built on Warner Bros.’ foundation… And now, it’s The Hunger Games’ time to shine.
We’ve touched on movie branding in the past, but as Lionsgate ramps up to the premiere of the latest Hunger Games movie, its branding efforts are, in a word, remarkable.
I’ll admit, I was not an early adopter of the Hunger Games series. Initially, the idea of a book/movie series based on a post-apocalyptic America and an annual, televised event where children fought to the death did not appeal to me. That said, after watching the first movie (several times), I’ve been sufficiently sucked in. So, in my excitement for the second movie, Catching Fire (due in theaters November 22), I’ve started to follow the film’s branding and marketing efforts.
Somehow, in my daily news trolling last week, I stumbled across this website:
Apparently, it was started to promote the first movie, but re-launched this past May with a ton more content (for non-fans: The Capitol is the opulent metropolis and governing body of Panem, a nation in post-apocalyptic America [and the setting for the book]). This site has a Vogue-esque feel, complete with editorials and character profiles. Moreover, Lionsgate released couture images of cast members to further promote the movie’s heightened focus on costume design.
From there, I visited all the normal haunts for movie releases (websites, social media, etc.) and found an extensive network of storytelling and branding. The website is clean and beautiful, with easy navigation and just the right amount of content to get fans excited (even with the premiere still more than three months away).
Facebook features a whopping 14 individual pages, each with customized content: one for the movie franchise, one for The Capitol and one for each district within Panem (a total of 12 more pages). The Twitter campaign seems a bit more focused, with official Hunger Games and Capitol accounts. That said, two Capitol Couture journalists can also be found tweeting, @AthenClaithCC and @VelvetVeritas. The YouTube account builds on The Hunger Games series as a whole and the Google+ account seems to be an extension of the Facebook and Twitter efforts.
Also announced this past May is a partnership with COVERGIRL, marking the makeup corporation’s first movie partnership ever. Print and TV ads will help launch and promote the partnership this fall, but here’s a sneak peek.
Given the rise of smart movie and branding partnerships like The Great Gatsby and Tiffany & Co., I’m excited to see what else comes out of the woodwork in the months ahead.
“May the odds be ever in your favor…”
Sources
“‘The Hunger Games: Catching Fire’ Capitol Couture Portraits,” Hollywood.com, Michael Arbeiter, http://goo.gl/2R12yf
“CoverGirl Announces ‘The Hunger Games: Catching Fire’ Makeup Collection and Campaign!,” MTV.com, Liza Darwin, http://goo.gl/KWVeOe
“The Hunger Games: Catching Fire – Official Trailer,” YouTube.com, http://goo.gl/QsGGLb
On Target: New 'Simply Balanced' Brand
While wandering around Target this weekend, I stumbled across a shiny, new brand, ‘Simply Balanced.’ Intrigued by the clean packaging, I wondered out loud, “What is this? I haven’t seen this brand before.” A Target employee was working in the same aisle and gave me a quick history lesson- the cleaner, fresh brand was replacing Archer Farms Simply Balanced line. (Confession: In all of my Target shopping, I never noticed an Archer Farms sub-brand product line, so I immediately felt the introduction of a stand-alone brand, separate from Archer Farms, was a good idea.)
When I came into work this morning, I did some digging on the new line. It looks like the brand was officially launched last month “…in response to the growing popularity of organic foods.”
The products include wholesome ingredients, and more than 40 percent of the assortment is organic. There are no products with hydrogenated or partially hydrogenated oils, high-fructose corn syrup, synthetic colors, artificial preservatives, artificial flavors or artificial sweeteners. And, the majority of Simply Balanced items are made without genetically modified organisms (GMOs).
From a brand perspective, this reflects a broader push by supermarkets and big-box retailers to improve the image of their store brands. Consumers have become increasingly accepting of store brands not merely as good values, but as just plain good. And they’re willing to pay more, at least compared with the old no-name brands of the past.
So, why did this brand catch my eye? At the simplest glance, the packaging has gotten a complete overhaul.
From old…
…to new…
And of course, one look at the ingredients made me quite happy to see Target committing to healthier food options.
To ensure understanding, Target has gone a step further and created frequently asked questions about the Simply Balanced brand. The positioning statement is clear and concise: The heart of the Simply Balanced brand is that it’s great-tasting, wholesome food with simple and recognizable ingredients.
And, Target’s site has a section dedicated to Simply Balanced. There are recipes using Simply Balanced products, as well as money-saving coupons.
We’ve written about private label brands several times on this blog, and I think this is a bit of a peek into the future. The bland, lower quality, boring store brands are history, and new, swankier, smarter brands are becoming a reality.
Sources
“Simply Balanced: Target’s wellness grocery brand,” Corporate.Target.com, http://goo.gl/15VNL
“Target To Launch Organic 'Simply Balanced' Brand,” HuffingtonPost.com, AP, http://goo.gl/FXBUf
“The Rise of the Swanky No-Name Brand,” Business.Time.com, Brad Tuttle, http://goo.gl/KLT9R
“Simply Balanced: Frequently Asked Questions,” Target.com, http://goo.gl/HGQR9
“Introducing Simply Balanced,” Target.com, http://goo.gl/0NjMf
Netflix vs. Hulu vs. Amazon- A Streaming Showdown
Remember when you were limited to watching what was live on television? And the most you could record was on your VCR? Forget on-demand; you had to be home at a certain time if you wanted to catch a favorite show. Renting movies meant driving to your local Blockbuster or Hollywood Video, and even then, they didn’t always have what you were looking for.
Enter, Netflix: the first on the block to revolutionize the movie rental industry, followed years later by the likes of Hulu and Amazon Instant Video. These services have changed the game in both the movie and television industries, and watching their brands as they grow and evolve continues to be an interesting study in brand strategy.
Let’s take a closer look at each service, from its brand to the nitty-gritty details.
Netflix
Netflix was established in 1997 and started its subscription-based digital distribution service in 1999. By February 2007, Netflix announced its billionth DVD delivery and, as of April 2013, has 36.3 million subscribers worldwide, including 29.2 million U.S. subscribers. Subscriptions start at $7.99/month.
Netflix has built a strong brand history, with one infamous exception of Qwikster. In 2011, Netflix announced it was basically splitting in two: the new brand, Qwikster, would be the DVD-by-mail service, and the Netflix brand would be dedicated to streaming services only. Two brands, two bills, two websites = big headache. And the reaction from Netflix subscribers was acute. A few months later, they abandoned the Qwikster plan.
But, Netflix learned from its mistake and has spent the past two years growing its business for customers around the world, including the introduction of original programming.
Amazon Instant Video
This service started in 2006 as Amazon Unbox, became Amazon Video on Demand in 2008, and has since evolved into Amazon Instant Video with an estimated 10 million subscribers. What’s unique about this service is, it’s a perk of an Amazon Prime membership. For $79/year, customers get free two-day shipping on Amazon.com orders, access to Amazon Instant Video and a free Kindle book to borrow each month from a lending library.
There is an obvious amount of equity in the Amazon name, and it seems like Amazon’s strategy is to continue to build on its master brand.
Hulu Plus
Hulu was founded in 2007 as a subscription service offering TV shows, movies, webisodes and other new media from NBC, Fox, ABC, TBS and other networks and studios. As of April 2013, Hulu has an estimated 4 million users and subscriptions are $7.99/month.
The name and brand are very intentional, as Jason Kilar, Hulu’s CEO explains:
“In Mandarin, Hulu has two interesting meanings, each highly relevant to our mission. The primary meaning interested us because it is used in an ancient Chinese proverb that describes the Hulu as the holder of precious things. It literally translates to “gourd,” and in ancient times, the Hulu was hollowed out and used to hold precious things. The secondary meaning is “interactive recording.” We saw both definitions as appropriate bookends and highly relevant to the mission of Hulu.”
So, Who Wins?
There’s no short answer to this as each offers something a little different from the other.
Netflix wins for its massive library of movies and TV. But, it also wins for original content. House of Cards, featuring Kevin Spacey, and the return of Arrested Development have pushed Netflix ahead in this space.
Hulu wins from a TV perspective offering the most recent episodes of shows the fastest.
And Amazon wins for price and perks. It’s the least expensive of the three and who doesn’t love two-day shipping?
But who wins from a branding perspective? Netflix. Hands down. While we commend Hulu’s efforts, it’s got a long way to go, and Amazon Instant Video feels more like a perk of Prime than a stand-alone service.
That said, consumers ultimately win because all three offer a wide variety of viewing options and each service’s extensive device support satisfies our need for on-the-go options. Happy viewing!
Sources
“5 of the Best Streaming Media Services Compared,” Mashable.com, Christina Warren, http://goo.gl/FU4pp
“By The Numbers: Netflix subscribers,” Yahoo! News, AP, http://goo.gl/UV2EY
“Hulu Says Number of Paid Subscribers Has Doubled,” NewYorkTimes.com, Brian Stelter, http://goo.gl/YJJJF
“Amazon Has An Estimated 10 Million Members For Its Surprisingly Profitable Prime Club,” BusinessInsider.com, Owen Thomas, http://goo.gl/dXRNM
“What’s in a name?,” Hulu.com, Jason Kilar, http://goo.gl/g0phQ
Brands We Love: Publix
Plain and simple, I love Publix. It’s a love affair that‘s going on 20+ years, and with the Florida-based grocer now entering my adopted home state of North Carolina, it’s an affair I don’t see ending anytime soon.
There are so many reasons to love a grocer whose tagline is “where shopping is a pleasure,” but for today’s post, I’m going to discuss two things that make the Publix brand stand out: Its private label brand and its advertising, specifically its holiday commercials.
But first, a little history on Publix.
Publix is an employee-owned supermarket founded in 1930 by George W. Jenkins. According to My Private Label Buyer, George was managing a Piggly Wiggly grocery store in Winter Haven, Florida when hard times brought a drop in the store’s sales volume and staff pay cuts. When George learned the owner had sold his store to an Atlanta businessman, he looked forward to a visit from the new owner, but as time passed there was no meeting. So he took initiative and made his way to Atlanta to introduce himself. George never got the face-to-face meeting he hoped for and left Atlanta feeling a bit scorned, but also extremely motivated to start a store of his own, and that store was Publix.
Publix now operates over 1,000 stores in the Southeast. Publix brought in profits of $1.5 billion in 2012 and is ranked #106 on Forbes’ Fortune 500 list. Publix’s accolades don’t stop there though - it’s consistently ranked as one of Fortune’s top 100 Best Companies to work for, and according to a report compiled by Deloitte in 2010, Publix took the top spot on the most valuable retail brands list, even beating out big-time players such as Amazon, Ikea, and H&M.
To learn more about its history, check out this video that a Tampa news station produced for Publix’s 80th anniversary in 2010.
Publix Private Label:
The Publix Private Label brand has a loyal following, and with good reason. Those who regularly shop at Publix know that buying private label means they won’t have to sacrifice quality for price – something that most shoppers might take for granted - because you see, not every private label brand holds their goods to the same standard that Publix does. It’s this sort of standard that has propelled the Publix private label brand to account for 20 percent of all its sales. The Publix private label is projected to have sales of $6.6 billion by 2014.
And the packaging hasn’t hurt the brand’s success either. In 2003, Publix redesigned its private label packaging across all offerings, and now features a clean, simple and prominently white design that clearly separates it from big label brands.
Publix Commercials:
A standard branding “must do” is creating emotional connections with your customers. Do that and you’ll have a greater chance of bringing that customer back time and time again. This is something Publix does better than almost anyone. If you haven’t seen a Publix commercial, you might wonderhow a grocery store can do this? Publix is just another store to get the food I put on my table. That may be true, but you’d be hard pressed to find another brand – in any market – that capitalizes on human emotion more than Publix does. Liz Crawford, senior vice president, business and communications strategy with Mars, a shopper marketing agency, summed it up quite nicely when she said, “Publix conveys this image, particularly in its television advertising, of family and a good meal, it’s almost like love on the table.” There’s a warmth there that any national chain, even the really successful ones, just can’t seem to match. I get the sense that Publix really is lodged in the hearts of its shoppers.”
Grab your box of tissues and check out some the most memorable Publix commercials below.
As Publix begins to extend further north, so will the impact of its brand, and personally, I can't wait to see it in my backyard again.
Is Fido the Next Ideal Target Audience Member? A look at brands that have extended into the world of pet products
Brand extensions are a common way for established brands to profit from untapped markets that their current product line does not appeal to. By entering into an entirely different product category, these brands can attain these customers and, if done correctly, the extension can be a very lucrative endeavor. For example, Ralph Lauren’s Polo brand successfully extended from a clothing line to home furnishings, such as linens and towels, and beyond. But if a brand extension fails, the parent brand runs the risk of diluting or damaging its brand image and equity.
So why would a well-known brand enter into an entirely unrelated product category, such as pet products? In an interview with Extendonomics, Maria Peevey, CEO and Creative Director of SimplyShe, a leader in the pet lifestyle category, said, “Pet parents increasingly want the same treatment options for their pets as they have for themselves.” These “pet parents”, not pet owners, will go beyond the basic pet needs such as kibble and vet visits and strive to pamper their pets. Brands, such as Martha Stewart, have extended into this category in order to reach these pet-centric customers and provide them with products that allow them to share everyday human luxuries with their pets. Now you can sit on your Martha Stewart couch and read your Martha Stewart Magazine while your pooch lounges on his Martha Stewart dog bed.
When brands consider making the leap into a new category, they must decide if the move is a good match for their brand’s mission and goals. For luxury salon brand Paul Mitchell, moving from human hair care to pet shampoos seemed like a natural extension. This belief brought to life John Paul Pet, a company dedicated to providing “pet care with a salon pedigree.” While there are mixed reviews about the success of this brand extension, with some critics stating that this decision significantly eroded the luxury salon brand, others argue that if pet parents want their dog, cat of even horse to use these high-quality, pH balanced products, then they should have the option. Both brands have banned animal testing on their product lines and John Paul Pet supports non-profit organizations including The Humane Society of the United States and the Best Friends Animal Society.
Another well-known human luxury brand, Omaha Steaks, has ventured into the world of pet products and now offers Omaha Steaks Pet Treats. These cat and dog treats are made from genuine USDA meats and often require refrigeration after opening, a fact that may cause some confusion among pet parents who are looking for some steaks to grill. In her interview, Peevy noted that it is easy for brands to transition into the pet market because they can use excess materials to make the products- leftover fabrics are used to make pet clothes, unused leather from a belt makes a great dog collar and meat that wouldn’t live up to a human’s expectation from Omaha Steaks can be made into a yummy dog treat.
Successful pet brand extension companies all have one thing in common- they know they are selling to humans. These pet parents want their companions to have the same things they love, whether that’s clothes, furniture or grooming products. Tell us what you think of these brand extensions in the comments below.
Mixed by Lily Brock
Brands Take to the Sky for Higher Reach
Airport security checkpoints create lines, pat-downs and frequent headaches for travelers. There are also the dull colored table trays on airplanes that make your snack and beverage look, well dull. Airlines have long wanted to engage travelers through these mediums so it was naturally when they invited companies to place advertisements on security checkpoint bins and on table trays to make it a more positive experience for travelers. Does this form of advertising work? Brands think so and are taking advantage of this advertising avenue.
Security Point Media, the leader in airport passenger security checkpoint advertising and the innovator of the Secure Tray System worked up a plan to provide free bins to airports in exchange for the right to sell advertisements on the bins. During a recent trip from New York to Boston, I noticed the ads at JFK airport. As I placed my shoes and other items in the bin, I saw an ad for Zappos that said “Place shoes here, buy shoes here.” I thought it was clever and made me remember that Zappos is a great store for shoe lovers and it distracted me for a few minutes as I made my way through the line. In my opinion, the ad worked as it was colorful, simple and reminded me how much I liked the brand and the products they offer. Brand recognition and recall are much more likely when advertising serves a practical purpose and is helpful to consumers.
Los Angeles International Airport, one of the program’s first test sites, was able to purchase long tables, seating, floor mats and other equipment from the ad revenue they have generated since the start of the bin advertising program. Airports like the program because it gives them a little bit of extra money and helps improve the checkpoint experience for passengers. Brands like Zappos are also helping absorb the cost that TSA would normally have to spend buying the equipment needed for security checkpoint. Sounds like a win win to me!
Another way to reach frequent travelers is by smacking an ad on a table tray while they’re on the airplane. On a recent flight, I saw an ad for Visitrichmond.com that did a great job of showcasing their cities history by having an ad that said “History. Rated “Gee!” From chilling ghost stories to thrilling roller coaster rides, history is for kids of all ages.” The ad featured a group of people enjoying a roller coaster ride. Whether it’s an ad for a hotel, cell phone or a tourism push for visitors, brands are gaining maximum exposure as the advertising images cannot be avoided.
While media companies believe table tray ads provide up to 3+ hours of guaranteed exposure and attention and a clutter-free environment with zero distractions, I believe frequent travelers would question if the ads make as much of an impact as companies would have liked. In a busy traveling world where people are rushing to get to their gate, do people notice advertisements on check point bins and table trays or are they more concerned with making their flight?
The Future of Shopping: Coming Soon to a Store Near You
What would your ideal features be in a personal shopping assistant? Would smart, mobile, and informative be at the top of your list? Then you’re in luck, because last week IBM Research announced its plans to release a new mobile shopping application. It is currently being developed by research scientists at IBM’s lab in Haifa, Israel and plans on changing the way we shop in stores. The new mobile app will give consumers the same type of information they search for online when researching or comparing products but instead it will be delivered on their mobile devices while they shop inside stores.
Picture yourself standing in the cereal aisle of your local grocery store. You can’t quite decide which box of cereal to buy, but you know that you’re looking for something that is low in sugar, on sale, and has good reviews. This could be overwhelming, right? That is where IBM’s innovative shopping app will come in handy. Shoppers will be able to pull out their smart phone or tablets and use the camera to pan over products on the shelf, and the application will instantly display certain products based on shopper’s specific criteria. Upon downloading the app users will be able to create a profile of preferences that are important to them in potential products, including just about anything from price, quality, sodium content, biodegradable packaging, reviews, discounts, ingredients they wish to avoid, among many others. The app will then sort and recommend products based on the users profile. Consumers who download the app will also be able to opt-in to include information from their social networks, such as reviews or comments written by their friends about potential products.
To develop this new technology, IBM selected a team of research scientists with image processing expertise. The team developed algorithms to combine techniques used in facial recognition, color and shape matching, and associations with surrounding products for use in the app. Researchers are also taking into account the device’s camera angle and distance from a shelf when being used to help distinguish between products successfully. The research scientists even went so far as to create a mock supermarket in order to recognize various approaches and challenges involved when users go to use the app, including overcoming issues such as lighting, shadows, and reflections.
IBM Research also believes that the app will help retailers with their marketing strategy by giving them insight into consumer trends and what consumers are actively searching for on their trips in their stores. This in turn would allow retailers to offer shoppers product information, coupons, and suggested products that would be welcome by customers and keep them returning to their store. The application could also assist in helping retailers keep tabs on what is or isn’t on their shelves, organize their stores more efficiently, and manage what is on sale. The app is win-win for IBM who is hoping to strengthen their relationship with retailers.
"The idea of standing in an aisle in the supermarket and having your mobile device point out the gluten-free cookies you need can be a real time saver. This has the potential to completely change the shopping experience from one of hunting, reading, and searching to simply picking up those products you prefer." said Amnon Ribak, project leader for the application. IBM’s goal is to release the application by the end of this year. Until then you’ll just have to settle for shopping the old-fashioned way.
Contributed by Nicole Juliano
Big Brands Creating Buzz
There’s been a lot of buzz in the media lately about big brands who are taking to advertising and social media as a way to express their corporate viewpoints and opinions. Many might argue that these big brands are participating in risky behavior. When you have millions of fans and followers on Facebook and Twitter alike and are broadcasting advertisements for millions to see, chances are high that your brand will generate both applause and dissent. In an age where breaking news is never further then a click, share, and post away, can creating controversy be considered a marketing tool? Let’s look into two brands who are exploring this very question.
On the night of Monday June 25th Oreo surprised their 26 million Facebook fans by posting a photo of an Oreo cookie stuffed with seven layers of rainbow frosting in honor of Gay Pride Month. The caption with the photo read, “Proudly Support Love!” In the four days that the photo has been present on Oreo’s timeline it has received 276, 727 likes, 53, 646 comments, and 86, 542 shares. “Kraft Foods has a proud history of celebrating diversity and inclusiveness. We feel the OREO ad is a fun reflection of our values. There has been a lot of buzz about the image, and it shows how relevant OREO is to people even after 100 years,” said Basil Maglaris, associate director of corporate affairs for Kraft. The feedback on the photo has been greatly mixed, receiving comments such as “I’ll never buy Oreos again.” to “Awesome! I’ve decided to go on an Oreo diet!” Regardless of negative feedback, analysts at Radian 6 reported that 81% of the responses across all social media sites were positive. Oreo’s page has also gained another one million Facebook fans in the four days since the picture was posted.
Another brand creating waves over expressing their opinion is Denny’s. In a recently run television advertisement, the company set out to explain some of the reasons why America is so great. Among these reasons they mention the right to bear arms, otherwise known as the hotly debated second amendment. The advertisement has a lighthearted and fun tone which has some speculating that they aren’t entirely serious; however conservatives and gun enthusiast alike are thrilled with Denny’s. The YouTube video of the spot has been flooded with positive feedback praising Denny’s and promising to eat there more often. “Awesome ad! I just heard you guys are actually supporters of my rights, I'll be coming to Denny's more.” one commenter wrote. However, there is no doubt that those with a negative viewpoint of the second amendment will soon put up a fight against the advertisement.
Although there is no shortage of controversy when it comes to brands publicly making a bold social or political statement some would argue that this type of attention, be it good or bad, can essentially be spun into a marketing strategy. Both of these brands released materials that quickly gained a lot of attention and thrust their brands in the spotlight. The exposure came with loads of support and thousands of consumers swearing to be faithful to these brands because of the opinions they expressed. Brands in this position would be smart to take advantage of the limelight while they have it to further re-enforce their value to consumers. Although it’s impossible to please your entire fan base and you are sure to encounter resistance along the way, big brands that stand up for what they believe in are sure to gain respect and maybe a few more fans along the way.
Contributed by Nicole Juliano
Red Bull is Killin’ It
As someone who holds a deep passion for the branding and marketing industry, I tend to informally monitor a brand’s progression over time. Just like most people in the business, I’m a bit of an industry critic – some brands I naturally root for and some I root against. Today, however, I want to talk about a brand that I’ve always been pretty unbiased towards… that is, until recent years. The other night while I was cooking dinner, watching television and browsing my iPad (welcome to 2012), my attention was briefly apprehended by Red Bull’s new TV spot. Not only was I impressed by the production value – impactful, dynamic clips of the Red Bull Team overlaid with an emotionally charged, motivating melody and voice-over – but it also caused me to say out loud to myself, “Wow. Red Bull is really killin’ it.” And here’s why.
Progression
Red Bull has been a pretty interesting brand to follow over its relatively short life. It was first developed and sold in Austria in 1987. It didn’t make it to the U.S. until 1996, and by that time Red Bull was starting to establish itself globally. And not only establish itself, but establish an entirely new product category. Red Bull was really the first to pioneer the global energy drink marketplace, which anyone would describe as courageous, risky and bold. So even at its pioneered essence, Red Bull was founded on characteristics it has spent so much time, money and effort trying its best to embody.
Flash forward to present day and a completely saturated (and regulated) marketplace, and Red Bull is still the world’s #1 energy drink company. In 2011, Red Bull pulled in $471 million in U.S. sales and held 44% of the energy drink market share, according to SymphonyIRI. But how do they continue to stay on top in such a crowded market? Well, the simple answer is branding. Red Bull has managed to create something that reaches far beyond its product offerings and even its industry. It has created a movement, a culture, and even a world – the world of Red Bull.
Here are a couple of ways Red Bull got there:
Vision
From the beginning, Red Bull realized how you market a product is just as important as the product itself. That’s why it invested in relationships – with people and brands that reflected similar characteristics. In 1989, Red Bull sponsored their first Formula 1 driver. Now, it’s hard not to see a Red Bull sponsorship at a sporting event - they even own a professional soccer team. And within the sporting world, they absolutely own the extreme-sports segment. Skateboarding, skydiving, wakeboarding, cliff diving, rock climbing, surfing… you name it, and Red Bull has some sort of stake in it. But it doesn’t stop at sports. Dance, music, film and gaming are just a few other categories that Red Bull is exploring. Its vision spreads far and wide, and there are no signs of slowing down.
Consistency
Consistency is what develops reputation. Red Bull has remained consistent at a high level for the majority of its existence. Red Bull’s messaging focused more on functionality in the early years as the product was introduced, and now has switched to a much more emotional approach. But even with the shift, its overall positioning has remained consistent. Just ask any consumer about Red Bull and their response will most likely leave you with, “It gives you wings.”
Execution
You can have a great idea, but if you can’t execute, nothing will ever come of it. Fortunately Red Bull knows how to execute, which might be its strongest attribute. Its efforts began with animated sketch-art advertising, to help showcase the product in an amusing, but functional manner (who can forget the “Pigeon” ad). Red Bull’s more recent marketing efforts have become wildly interactive and social, focusing more on the lifestyle it has created that surrounds the brand. Consumers are regularly visiting its website to explore and discover the world of Red Bull, looking for opportunities to hang with the brand. Red Bull even has its own media company, Red Bull Media House. So not only is Red Bull the content feature, they are also the content producer. Pretty amazing.
The remarkable thing about Red Bull’s brand is the fact that it has matured in such a short period of time. It went from a new product in a new category, to a cultural influencer in less than 25 years – not many other brands can say that. Without Red Bull, it’s hard to say where extreme-sports would be today. And I’m excited to see what’s in store for the future.
Louboutin's Defense Brings Color Branding into Question
Considered one of the most interesting fashion intellectual property cases in history, French designer Christian Louboutin filed a suit in August against French fashion house Yves Saint Laurent in an effort to protect his signature red-soled shoe. Back in court on January 24th after appealing the decision made in August, Louboutin now must wait for the decision that will determine the fate of the brand equity associated with his red-sole trademark. The identity of Louboutin’s brand hinges on his use of red soles. Those who buy Christian Louboutin shoes know that to don a pair of red-soled shoes is to show your sense of fashion and your appreciation for luxury.
The case calls into question the universal legitimacy of trademarking colors. If a designer can own a name, a signature print, and a logo, then is a color any different? Louboutin was given a 2008 trademark on the use of “China Red” for the soles of his shoes, which is now being called into question. Not the only company with a trademarked color, Louboutin has gotten support from Tiffany & Co. who owns the famous robin egg blue of all its packaging.
In August of 2011, U.S. District Judge Victor Marrero denied Louboutin’s request that YSL be prohibited from continuing sales of its monochromatic red-soled shoes on the basis that, in fashion, color does more than identify the commercial source of a product; it serves a creative purpose. On Tuesday, January 24th, Louboutin was amongst a very well-dressed audience in court in Manhattan where his lawyer argued to appeal the ruling by Judge Marrero.
Without red soles, Louboutin has nothing but nicely made, beautiful shoes, which may be worth hundreds, but not the thousands of dollars they currently sell for. Taking his red soles away would be like taking away Polo’s pony logo or telling Lacoste that their green alligator was fair game for anyone. Color is a crucial element of brand identity and recognition. Why should an iconic placement of color be treated differently than a logo or name when it is just as essential to brand recognition for Christian Louboutin as the swoosh is for Nike?
Contributed by Christy O'Keefe