Tag Archives | Branding

‘I’m With the Brand’: How The Black Eyed Peas Became The World’s Most Corporate Band

The Black Eyed Peas in Paris. Photo: Nicolas Genin (CC)

The Black Eyed Peas in Paris. Photo: Nicolas Genin (CC)

In the music business these days, it’s not about selling the most CDs, it’s having the best sponsors. John Jurgensen tells how the Black Eyed Peas became the face of Samsung, Apple, BlackBerry, Bacardi and more, in the Wall Street Journal:

About 30 minutes into every concert on the Black Eyed Peas’ current tour, band leader will.i.am performs a freestyle rap, riffing on text messages sent by audience members. It’s a flashy solo turn for the musician who has steered the group since 1995. It’s also a moment in the spotlight for the tour’s primary sponsor, BlackBerry, which delivers the messages scrolling up two huge screens on the stage.

On its path from rootsy L.A. hip-hop troupe to pop juggernaut, the Black Eyed Peas have been escorted by a parade of corporate backers. From Coors to Levi’s, Honda to Apple, Verizon to Pepsi, brands have padded the group’s video budgets, underwritten its tours and billboarded band members in prominent places.

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Weight Watchers Endorses McDonalds

McDonald's logoWeightwatchers logoHow to destroy your brand fast! As reported in the Guardian:

McDonald’s is hardly an ideal dining location for anyone struggling to stay slim. But the fast food chain scored a PR coup today when Weight Watchers agreed to endorse some of its products in New Zealand – a move met with outrage by nutritionists and obesity experts.

As part of the deal, which the company says is the first of its kind in the world, McDonald’s will use the Weight Watchers logo on its menu boards and Weight Watchers will promote McDonald’s to dieters.

The link-up is the fast-food chain’s latest attempt to improve its reputation by securing endorsements. In January, to the horror of gastronomes, Italy’s agriculture minister, Luca Zaia, helped launch the McItaly range of burgers. For a representative of one of the world’s greatest culinary nations to do such a thing was “a sign of the moral bankruptcy of Silvio Berlusconi’s government”, wrote Matthew Fort in the Guardian.

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Naomi Klein: How Corporate Branding Has Taken Over the U.S. Government

Naomi Klein writes in the Guardian:

Ten years after the publication of No Logo, Naomi Klein switches her attention from the mall to Barack Obama and discovers that corporate culture has taken over the US government.

In May 2009, Absolut Vodka launched a limited edition line called “Absolut No ­Label”. The company’s global public relations manager, Kristina Hagbard, explained that “For the first time we dare to face the world completely naked. We launch a bottle with no label and no logo, to manifest the idea that no matter what’s on the outside, it’s the inside that really matters.”

A few months later, Starbucks opened its first unbranded coffee shop in Seattle, called 15th Avenue E Coffee and Tea. This “stealth Starbucks” (as the anomalous outlet immediately became known) was decorated with “one-of-a-kind” fixtures and customers were invited to bring in their own music for the stereo system as well as their own pet social causes – all to help develop what the company called “a community personality.” Customers had to look hard to find the small print on the menus: “inspired by Starbucks”.

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“Living Book Cover” Updates Dynamically

When photographed by your web cam, a book’s image appears to update in a real-time, as rotating its cover toggles between the company’s feeds on Flickr, Twitter, Vimeo, and their blog. (Tilting and left-right motions provide scrolling.)

The trick is performed using embedded Flash content. and it’s an example of both “fluid interfaces” and augmented reality. (This article provides video of the cover in action, along with other examples of augmented reality…)

Augmented Reality. from Moving Brands on Vimeo.

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