Warner Bros rebranded Warner Records after 61 years

Warner Bros. and it’s logo is famous world wide having stayed the same for over six decades. Founded in 1958, Warner Bros. Records was a division of Warner Bros. Pictures. In 2004 it was sold to a group of investors led by Edgar Bronfman Jr. During the sale it was agreed that the name and logo would remain the same for 15 years. Now that time has lapsed, a new era has dawned. Welcome, Warner Records.

Working with Pentagram, the new logo shows the name Warner Records with a simple graphic of a cut off circle, “suggesting a record, a sun, and a globe—is a nod to the label’s past, present and future. The openness of the design gives it the flexibility to embrace all Warner Records artists and all genres of music around the world.”

In a statement made by Aaron Bay-Schuck the U.S. Co-Chairman & CEO and Tom Corson being appointed U.S. Co-Chairman & COO, they said, “For the first time in the label’s history, we’ve had the opportunity to create a distinct, modern identity entirely of our own. We have a growing roster of world-class artists, a rejuvenated team, and an incredible new location. It’s a new day for Warner Records, an iconic label that was born in the California sun, and is at home everywhere on earth.”

The article Warner Bros rebranded Warner Records after 61 years appeared first on World Branding Forum.

Ben & Jerry’s plan to create CBD ice cream

The CBD oil trend continues to capture the imaginations of food producers, and this time it’s ice-cream giants Ben & Jerry’s. In a statement released yesterday, Ben & Jerry’s confirmed it was keen to make a CBD-infused ice cream:

“You probably already know that we’re fans of all things groovy — think: Half Baked and Dave Matthews Band Magic Brownies. So it’s no surprise that we can’t wait to get into the latest food trend: cannabidiol, or CBD. We are committed to bringing CBD-infused ice cream to your freezer as soon as it’s legalized at the federal level.”

Supporters of cannabidoil, a chemical compound found in the cannabis plant, claim that the non-psychoactive ingredient provides a sense of well-being and tranquillity without the high given by the psychoactive ingredient tetrahydrocannabinol (THC). Ben & Jerry’s would be sourcing the cannabidoil from Vermont where they are based.

With a public hearing scheduled to take place today regarding the legalities of CBD in food and beverages, Ben & Jerry’s are encouraging their fans to contact the FDA during the consultation window which is open until 2nd July 2019.

The article Ben & Jerry’s plan to create CBD ice cream appeared first on World Branding Forum.

Brand Marketing With Secrecy, Mystery And Myth

Brand Marketing With Secrecy, Mystery And Myth

In marketing, secrets are released upon three dimensions: the tangible, the intangible, and the temporal. The tangible elements of the product refer to all things that can be touched and quantified: its color, size, and specifications. The intangible elements cannot be touched and are difficult to quantify. In the case of Harry Potter, its publisher Bloomsbury kept the plot and title of the forthcoming books secret. Author J. K. Rowling refused interviews and printers were sworn to secrecy. The temporal dimension designates the timeframe leading up to the product-release date. As a marketer, you can decide to deny or allow availability on any of these three dimensions depending on your product, target market, and competition.

How To Story-Tell A Secret

Being strategic about your storytelling will maximize the impact of your secret in-market: Communicate the secrecy of the process for making your product. Release clues about this process, without ever revealing it all. Wrap the secret in a story, how it all started, how it is tied to a romantic passion, or to historical events. For example, leather goods manufacturer Hermès originally used brown for its label color. But when the Nazis occupied Paris during World War II, Emile-Maurice Hermès couldn’t procure any dye at all, let alone brown. He adopted orange, as it was the only dye available. Today, the color is referred to as “orange Hermès.”

During a public outing in 1956, Grace Kelly tried to hide her baby bump from the paparazzi. The picture, which made it around the world, shows her carrying a small strapped bag from Hermès in front of her waist. Twenty years later, the brand officially named the famous bag “Kelly.” To this day, the product description still refers to the mythical event “Are you expecting something and don’t want to divulge the news? This bag is made to hide your little bump with real elegance.”

How Mystery And Intrigue Drives Desire

Fewer facts and more intrigue keep us engaged and challenge us to discover a solution. To implement mystery in marketing, hide certain elements of the product and let consumers discover those on their own. Keep in mind that mystery is most impactful when it triggers interaction with the brand, rather than the mere discovery of facts. Tease consumers by revealing sound bites and visuals of your upcoming product scarcely. A teaser campaign attracts and retains attention by slowly nurturing the curiosity of your audience. Ideally, you want to lead people to speculate on what will happen next. The character of Don Draper in Mad Men exemplifies mystery. In each episode, viewers would learn a little bit more about Don Draper’s conflicted personality and secretive past. A good cliffhanger, the show kept fans tuning in week after week with unpredictable and often disturbing revelations. In advertising, you likely remember Dos Equis’ most interesting man in the world. In commercials that spread over a decade, Dos Equis slowly released information about the man: Mosquitos don’t bite him out of respect. He lives vicariously through himself. His two cents is worth $37 and change. . . . People would scavenge the internet to learn more about him, growing a positive association between the man and the brand. The impact on sales is obvious: while the overall U.S. beer market has been declining for years, Dos Equis was up 116.6 percent between 2008 and 2013.

How Myth Materializes As Brand Success

In the literal sense of the word, a myth is a story about heroes or supernatural beings. Mythical secrets have high marketing value in building a brand and charging a premium for your product. Mythical secrets are often more mythical than secret, whereby a simple Google search would reveal the secret. Take acclaimed French chef Joël Robuchon, who built his international reputation on his “Purée” (mashed potatoes). Often touted as a secret, the recipe is actually widely available online and even demonstrated by Robuchon himself in a video. Bloomsbury, the publishers of the Harry Potter series coined the phrase “denial marketing.” The more people wanted to know details about the next book, the less information Bloomsbury would give out. Ahead of each publication, Bloomsbury would release little nuggets of information, keeping even the title confidential until hours before the book hit the shelves.

When consumers want a product that is not immediately available, they want it more. Tell them it is a secret and they’ll want it even more. As Dr. Robert Cialdini notes in Influence: The Psychology of Persuasion, the power of secrecy lays in the scarcity principle. That is, things seem more valuable to us when their availability is limited. Once consumers finally access their desires, the secrecy involved with the product increases their attachment to what they just purchased. Secrets also have a unifying effect in social groups, as we become part of a group responsible for keeping the secret. For example, early readers of the Harry Potter novel wouldn’t share the plots with others, encouraging potential readers to buy the novel while increasing their own attachment to the franchise.

You will find many more case studies and tips in my new book Brand Hacks: How to Grow your Brand by Fulfilling the Human Quest for Meaning.

The Blake Project Can Help: The Strategic Brand Storytelling Workshop

Branding Strategy Insider is a service of The Blake Project: A strategic brand consultancy specializing in Brand Research, Brand Strategy, Brand Growth and Brand Education

FREE Publications And Resources For Marketers

EE launches 5G network

EE have launched it’s 5G network across the UK, however to use it you will need to be in the right area and have a new handset.

Launching in London, Edinburgh, Manchester, Belfast, Cardiff and Birmingham, EE has now started to expand the coverage rapidly to meet demand. Ten more cities across the UK will be launched this year including Bristol, Glasgow and Newcastle.

The new 5G network will increase smartphone speeds, with the ability to deliver internet faster than one gigabit-per-second.

Plans for the new handsets which will be capable of handling the 5G network will start from £59 per month for 10GB of data, along with a £170 one-off fee for the phone itself. Find out more here.

The article EE launches 5G network appeared first on World Branding Forum.

Pop culture meets IKEA

Are you a Friends fan? Or is The Simpsons more your bag? How about Stranger Things? Look no further – IKEA have all the furniture you need to turn your living room into a scene out of your favourite TV show.

The advertising campaign has been launched in the United Arab Emirates in a bid to capture consumers’ imaginations. The scenes will be visible across social media platforms, catalogues and stores in the Middle East.

“The Ikea team worked closely with the creatives for months. They went through hundreds of items to find the perfect pieces that would bring those iconic rooms,” says Vinod Jayan, managing director for IKEA in the UAE, Qatar, Egypt and Oman. “It was a great collaborative effort that led up to a stunning result. A true testament of what IKEA represents: a place where everyone can bring whatever idea they see or have to life.”

You can check out the ads in more detail here.

The article Pop culture meets IKEA appeared first on World Branding Forum.

Brands Need Brave Innovation To Win

Brands Need Brave Innovation To Win

Branding Strategy Insider helps marketing oriented leaders and professionals like you build strong brands. BSI readers know, we regularly answer questions from marketers everywhere. Today we hear from Peter, a Senior Marketing Executive in New York, New York who has this question about how organizations can become better innovators to combat competitive threats.

“I am a long time reader of Branding Strategy Insider and have found your articles on brand innovation particularly helpful. I’m hoping you can assist with our specific challenge. We are facing a potent combination of competitive threats to one of our consumer packaged goods brands in the food and beverage category. A smaller and more nimble competitor took us by surprise, and has made great gains with a new and clearly desirable food innovation. We are not as prepared as we once were to out-innovate our rivals. What can you recommend to help us improve our new product development process? In the context of innovation what should we be considering now?”

Thanks for your question Peter, it’s timely for many I’m sure. For the benefit of all readers, let’s start with a look at the state of innovation. Ironically, the biggest problem in innovation today isn’t that it’s too hard to make a new product. It’s that it’s too easy to commercialize a new product. Given the democratization of design tools, widely available contract manufacturing, and direct to consumer distribution, anybody who is serious can get a product to market.

We’re no longer playing against a limited field. The next big idea can come from anywhere. And it can come at any time.

With today’s tools, the speed at which innovation now reaches the shelf is crippling many incumbent brands who have legacy processes for new product development. Many find that by the time they react to one competitive threat, two more have appeared.

In this world of increasing product proliferation, the number of Stock Keeping Units (SKU) is growing about twice as fast as the Gross Domestic Product. This means even incumbent brands can expect that the amount of revenue every new SKU makes is declining by about 4% per year. Just doing what we’ve always done is going to increasingly put us behind.

So, What Can Brands Do To Compete?

No matter how big they are, if brands want to stay relevant they must move faster. They must be more responsive to adapting conditions and be more courageous.

Brands need to be brave to win. And they need the tools to help them do it.

The Blake Project designed a one-day workshop to meet this challenge and I believe will work for you Peter. We open the workshop by introducing a framework that challenges the conventional thinking in innovation to allow you to create better ideas – not just more ideas, and evolve ideas faster – not just filter them; allowing you to deliver smart ideas faster so you can be brave enough to win.

This approach can work within your existing New Product Development process. It’s based on three fundamental beliefs:

  • that “unmet” needs are not enough
  • that there is no white space in consumer’s wallets (so value has to be obvious and earned)
  • winning brands know how to use their advantages to compete creatively

In this workshop we’ll demonstrate how to look at four dimensions of innovation simultaneously that are normally looked at sequentially:

  • Sources of demand
  • Sources of value
  • Sources of volume
  • Sources of advantage

Using this process, we’ve seen clients become much faster at creating ideas that resonate with the customers and, equally importantly, a business model that thrives.


Part 1

  • We’ll start with an assessment of current innovation approaches to see what’s working.
  • We’ll work through several scenarios to envision alternate futures for the company, including developing scenarios for how we would compete against ourselves.
  • Next we’ll introduce the overall framework through the lens of a food & beverage case studies

Part 2

  • After lunch, we’ll go through each section of the framework to develop a deeper understanding of how each element works independently, complete with small group exercises.
  • Once we’re comfortable with the overall framework and the individual elements, we’ll separate into teams to take on a current innovation challenge.
  • We’ll come back together to present our results and vote for the most promising ideas.
  • Finally, we’ll develop a plan to implement the new framework to accelerate (not replace) the existing NPD process as well as help your people be more agile, competitive and innovative.

I hope you find this helpful Peter.

Do you have a branding question? Just Ask The Blake Project

The Blake Project Can Help: Please email us for more about how we help brands create bigger futures through brave innovation.

Branding Strategy Insider is a service of The Blake Project: A strategic brand consultancy specializing in Brand Research, Brand Strategy, Brand Growth and Brand Education

FREE Publications And Resources For Marketers

Six Effective Ways to Brand Yourself at Online Events

What is the best way to build your personal brand when attending or participating in online events?

These answers are provided by Young Entrepreneur Council (YEC), an invite-only organization comprised of the world’s most successful young entrepreneurs. YEC members represent nearly every industry, generate billions of dollars in revenue each year and have created tens of thousands of jobs. Learn more at yec.co.

1. Share Advice

Even if you’re not a speaker or hosting the online event, you can still build your personal brand by sharing your advice with other attendees. For instance, if you’re participating in a webinar and someone in the chat asks a question that doesn’t get answered, you can answer it. Share your own personal advice and how it helps with your business in the chat to help others and promote your brand.- Stephanie WellsFormidable Forms

2. Engage In Discussions 

You don’t have to self-promote if people remember you as someone worth their attention. The best way to come across as an interesting person is to be interested in others. Engage in conversations with other people, ask them questions, encourage them to share their expertise and bring something valuable to them by sharing yours. Be active and they will Google you after the event. – Solomon ThimothyOneIMS

3. Continue the Contact

Request the email addresses for all participants and continue to maintain contact after the online event. Send emails after the presentation thanking them for their attendance and begin to initiate further communication. The best way to build relationships and your brand is through numerous interactions. One single event is likely not enough to create brand awareness or recognition.- Matthew PodolskyFlorida Law Advisers, P.A.

4. Offer a Demo

One of the best ways to build your personal brand when attending or participating in online events is by offering a free demo so potential leads can see what your product does or learn how it will add value to their life. You don’t have to go over the top or use an outlandish sales pitch — simply let people know why they should choose your brand by offering a demonstration of your product or service.- Blair WilliamsMemberPress

5. Start a Unique Discussion

When attending an online event, there are likely to be many different discussions occurring based around a predetermined schedule of live streams or roundtable discussions. My advice is for you to find a topic that is interesting and pertinent but underrepresented and start talking about that. People will be drawn to you out of curiosity, giving you a chance to build your brand. – Bryce WelkerCrush The CPA Exam

6. Share Your Brand Story

Everyone has a story of how their personal branding came to be, and you can use yours to entice people to want to know more about its inception. Sometimes the most compelling thing about a business is how it started because many stories follow a “rags to riches” storyline. Use your branding story to entice others to want to know more about your business and what it stands for. – Jared AtchisonWPForms

The post Six Effective Ways to Brand Yourself at Online Events appeared first on Personal Branding Blog – Stand Out In Your Career.

‘Probably not the best beer in the world’ – Carlsberg’s new ad

Last night Carlsberg showcased their new advert for Danish Pilsner on ITV by advertising agency Fold7, starring Hannibal actor Mads Mikkelsen, who is also an ambassador for the brand.

The scene shows Mikkelsen rowing across a gloomy lake confessing, “In the UK, Carlsberg pursued being the biggest, not the best and the beer suffered.”

As he tries the new, improved Pilsner, he hints at what probably happened to the person responsible for the old beer whilst looking at the lake.

The £20 million campaign will run adverts throughout the summer, featuring some of the social media backlash and ‘mean tweets’ the company received  regarding it’s old brew, allowing the brand to wear it’s heart on it’s sleeve with honesty and dark humour. These were first shared by the company back in April, where consumers had said its lager tasted like “p*ss” and other unsavoury comparisons.

“At Carlsberg UK, we lost our way. In order to live up to our promise of being ‘probably the best beer in the world’, we had to start again. We’ve completely rebrewed Carlsberg from head to hop,” says Liam Newton, vice-president marketing.

Although too early to say, the initial response has been mixed, but it seems people may be willing to try the beer again, and the brand are confident that this will be just the change in perception they need.

The article ‘Probably not the best beer in the world’ – Carlsberg’s new ad appeared first on World Branding Forum.

Uber to launch electric-bike sharing scheme

The ride sharing and taxi giant Uber is set to launch a new e-bike hire scheme. The trial will see 350 bikes launched in Islington, London which will be available to Uber app users.

Following success in the US and some European cities, Uber is bringing the JUMP bikes to London, costing just £1 to release the bikes and then 12p per minute with the first 5 minutes free. According to Regional General Manager, Jamie Heywood, the scheme hopes to “help make the city a cleaner place to live, and help London breathe.”

Islington is the first London borough to take on the e-bikes, confident that they will provide residents with another, more accessible mode of transport. Once riders are finished using them, unlike with Santander Cycles, they won’t need to find a docking station. Instead users will be able to use the in-built cable lock to secure the bike, as long as they are not left in designated no parking zones around hospitals, canals and protected areas, as shown on the app. If riders do leave their bikes there, they will be fined £25.

Jump bikes are also available in Berlin, Lisbon, Brussels, Paris and Madrid.


The article Uber to launch electric-bike sharing scheme appeared first on World Branding Forum.

Pret buys Eat to expand Veggie Pret outlets

As the trend for vegetarian and vegan foods leaps ever-forward, Pret a Manger is buying the high street food chain Eat to convert most outlets into their Veggie brand.

Pret a Manger opened it’s first Veggie outlet in September 2016, and has seen the concept expand to four locations since, in London and Manchester. This new deal will see many of the Eat locations turned into Veggie Prets and the remainder into traditional outlets.

The CEO of Pret, Clive Schlee said that the move was required to meet the growing demand of vegetarian and vegan foods. According the The Vegan Society, the demand for the ever increasing trend of vegetarian and vegan food increased by 987% in 2017.

Andrew Aylwin, Chairman of EAT said: “Pret is a fantastic brand and this transaction represents a strong strategic fit with benefits for all concerned. I would like to thank Andrew Walker and his team for the outstanding job they have done revitalising the brand and business in the last few years and the company’s shareholders and lenders for their support.”

The article Pret buys Eat to expand Veggie Pret outlets appeared first on World Branding Forum.