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SEP 1

Cheesecake Factory Embarks on Drive Out Hunger Tour

Restaurant Works With Feeding America in Cross-Country Food Drive

Advertising Age, September 1, 2009 — In conjunction with Hunger Action Month, the Cheesecake Factory is launching the Drive Out Hunger Tour to collect 100,000 cans of soup for local food banks.

Category: Marketing
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AUG 31

Time.com Looks For Cash In Social Net Real Estate

Time Tests Co-Branded Sponsorships

paidContent.org, August 31, 2009 — Time.com hopes to leverage the popularity of its Facebook, Twitter and YouTube pages with advertisers by crafting co-branded sponsorships. Technology and engineering company Siemens is the first advertiser to try out Time.com’s “Stay Connected” program, which includes placement on the company’s social media outposts on those sites. The only social media site Time will be sharing revenue with is YouTube. John Cantarella, GM of Time.com, told paidContent, “The impressions in this campaign are on Time.com and we are only giving the sponsor a presence on TIME’s Facebook and Twitter pages—where it has 72,000 fans and about 1.4 million followers, respectively—as part of the overall campaign.”

Category: Marketing
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JUL 22

Staples and OXO: Poor Timing or Strategic Boon?

The recession could challenge Staples' pricey new co-branded products from OXO, but the partnership may also set the retail chain apart

BusinessWeek, July 22, 2009 — How's this for bad timing? Staples (SPLS) just introduced 25 co-branded office products from OXO Good Grips that cost up to five times more than Staples' own brand. The retailer's customers are in no mood to spend, however. Staples' same-store sales dropped 8% in North America in its most recent quarter. As Ronald L. Sargent, its chairman and chief executive officer noted recently, the chain is "in a very tough sales environment."

Categories: Innovation, Design
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MAR 2008

Clorox Courts Sierra Club, and a Product Is Endorsed

New York Times, March 26, 2008 — SHOPPERS in the household cleansers aisle of a Wal-Mart here one recent morning glanced at Clorox’s new Green Works products with disinterest, enthusiasm and skepticism. Their comments neatly summarized the pros and cons of Clorox’s bid to appeal to customers who buy with the environment in mind.

For Clorox, a company that built its name on chlorine bleach, the products are another foray into green marketing, after its purchases of Burt’s Bees, the cosmetics company, and Brita water filters. More important, the Green Works products are about to be paired with a name — the Sierra Club — normally associated with fighting toxic waste.

Category: Brand
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NOV 2007

Consumer products companies double down on brands

Associated Press, November 16, 2007 — Some consumer products companies are increasingly teaming up brands, combining two familiar names into one new product, such as Tide detergent with Downy fabric softener or Lever soap with Vaseline lotion.

Category: Brand
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JUN 2007

Room Service, Send Up Some Slime

Want a night with SpongeBob? Marriott and Nickelodeon will accommodate you

BusinessWeek, June 11, 2007 — The idea of putting a brand name on a hotel has attracted everyone from Hard Rock Cafe and Walt Disney (DIS ) to Giorgio Armani, L.L. Bean, and possibly Martha Stewart (MSO ) and Ralph Lauren (RL ). Is there room for Nickelodeon?

Categories: Brand, Marketing, Design
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