“Brandversations”: cuando los logos de grandes marcas conversan con los de la competencia

El logotipo es quizá el mayor rasgo distintivo de una marca. Es lo que lo diferencia de la competencia. Pero, ¿qué pasaría si los logos de marcas que compiten directamente en el mercado dialogaran entre sí? Esta es la pregunta a la que trata de dar respuesta “Brandversations”, un proyecto del diseñador Stefan Asafti, en el que los logos de grandes marcas como Coca-Cola o McDonald’s son invadidos por los de sus directos rivales.


marketingdirecto.com
http://www.marketingdirecto.com/actualidad/anunciantes/brandversations-cuando-los-logos-de-grandes-marcas-conversan-con-los-de-la-competencia/

El logotipo es quizá el mayor rasgo distintivo de una marca. Es lo que lo diferencia de la competencia. Pero, ¿qué pasaría si los logos de marcas que compiten directamente en el mercado dialogaran entre sí? Esta es la pregunta a la que trata de dar respuesta “Brandversations”, un proyecto del diseñador Stefan Asafti, en el que los logos de grandes marcas como Coca-Cola o McDonald’s son invadidos por los de sus directos rivales.

 

 

Pepsi vs Coca-Cola

Apple vs Microsoft

Leer más ““Brandversations”: cuando los logos de grandes marcas conversan con los de la competencia”

Should bloggers have control over ads that appear next to their content?

Given the collective bargaining power needed to amass ad dollars, many popular independent bloggers have handed over their sidebars and headers to large blog networks, trusting them to seek out advertisers in return for a percentage of revenue. The larger networks can sometimes contain hundreds of bloggers and sell access to their blogs as packaged deals, meaning a single ad will be displayed across dozens of blogs within a network.

In most cases, this is ideal for the blogger because he can focus on creating content without having to waste time chasing down advertisers.

But occasionally this can lead to an ad placement with which the blogger doesn’t agree, and this is when controversy erupts.

Take, for instance, the Scienceblogs network, which faced a revolt from over a dozen of its own bloggers a few weeks ago when it decided to launch a corporate blog sponsored by Pepsi.

The blog — since taken down — resembled all the other blogs on the network and was aggregated alongside them in its main news feed. Perhaps most outrageously, the corporate-penned posts were being indexed in Google News, which has a high bar of entry for what news sources it allows.


Via TheNextWeb.com: Should bloggers have control over ads that appear next to their content?
Excerpt, then a comment:.

Given the collective bargaining power needed to amass ad dollars, many popular independent bloggers have handed over their sidebars and headers to large blog networks, trusting them to seek out advertisers in return for a percentage of revenue. The larger networks can sometimes contain hundreds of bloggers and sell access to their blogs as packaged deals, meaning a single ad will be displayed across dozens of blogs within a network.

In most cases, this is ideal for the blogger because he can focus on creating content without having to waste time chasing down advertisers.

But occasionally this can lead to an ad placement with which the blogger doesn’t agree, and this is when controversy erupts.

Take, for instance, the Scienceblogs network, which faced a revolt from over a dozen of its own bloggers a few weeks ago when it decided to launch a corporate blog sponsored by Pepsi.

The blog — since taken down — resembled all the other blogs on the network and was aggregated alongside them in its main news feed. Perhaps most outrageously, the corporate-penned posts were being indexed in Google News, which has a high bar of entry for what news sources it allows. Leer más “Should bloggers have control over ads that appear next to their content?”

PepsiCo hands US$27m media duties to PHD in Australia

The account win covers all PepsiCo brands in Australia, including Pepsi, Pepsi Max, Mountain Dew, Gatorade, Smith’s, Doritos, Red Rock Deli, Grain Waves and Sekata.

The appointment, which ousts incumbent Eighty K’s, sees the OMG agency take charge of the media planning and buying for PepsiCo’s brand portfolio from 1 September. [Más…]

Bellamy Hayden remains the media strategist for all PepsiCo brands.

OMD Shanghai won PepsiCo’s media business reportedly worth US$220 million in China towards the end of last year. OMD beat incumbent Mindshare after MEC withdrew during the last round of the pitch.


PepsiCo
Image via Wikipedia

SYDNEY – PepsiCo has appointed PHD to handle its media planning and buying duties in Australia, following a pitch that reportedly also involved Mindshare.

PHD scoops PepsiCo’s media business in Australia.

The business is reportedly worth US$27 million.

The account win covers all PepsiCo brands in Australia, including Pepsi, Pepsi Max, Mountain Dew, Gatorade, Smith’s, Doritos, Red Rock Deli, Grain Waves and Sekata.

The appointment, which ousts incumbent Eighty K’s, sees the OMG agency take charge of the media planning and buying for PepsiCo’s brand portfolio from 1 September. Leer más “PepsiCo hands US$27m media duties to PHD in Australia”

Anything’s Possible Through Crowdsourced Corporate Donations

Today, you are more important than you ever knew. Yes, you are a VIP. Every company seems to want your direct input: Can you create a short film (aka ad) about Bounty paper towels’ philosophy of life? What new flavor should Mountain Dew market, and how should the packaging look? Which couple should get married on the Today show, what should they wear, and where should they go on their honeymoon?

Whether or not crowds are truly wise, you’re certainly in demand in this era of crowdsourcing. That’s especially true in the not-for-profit universe. In the past, we’ve sought your donor dollars, but now we’re also after your support in the form of votes that help us get other donors’ dollars. Actor Hugh Jackman announced last year on Twitter that he’d give away $100,000 to a cause suggested by the Twitterverse. (Charity: Water and Operation Hope split the pot.) Major corporations such as PepsiCo, American Express, and JPMorgan Chase have all turned charitable dollars over to public votes. (Full disclosure: I sit on the advisory boards for the Chase Community Giving and Pepsi Refresh contests.) So have small ones; Kind, which makes fruit-and-nut bars, is giving away $25,000, and it’s up to people who perform “kind acts” — other than eating fruit-and-nut bars — to decide where that money goes.


By: Nancy Lublin

GOOD DIRECTION: Led by his Twitter followers, Hugh Jackman, right, gave $50,000 to Charity: Water, which has dug wells across Africa. | Alessandra Benedetti/Corbis (Jackman); Courtesy of Charity:Water

Hugh Jackman, Charity: Water

Well, sort of. As crowdsourced corporate giving becomes ubiquitous, Nancy Lublin offers tips to win those contests — and the increasingly big bucks.

Today, you are more important than you ever knew. Yes, you are a VIP. Every company seems to want your direct input: Can you create a short film (aka ad) about Bounty paper towels’ philosophy of life? What new flavor should Mountain Dew market, and how should the packaging look? Which couple should get married on the Today show, what should they wear, and where should they go on their honeymoon?

Whether or not crowds are truly wise, you’re certainly in demand in this era of crowdsourcing. That’s especially true in the not-for-profit universe. In the past, we’ve sought your donor dollars, but now we’re also after your support in the form of votes that help us get other donors’ dollars. Actor Hugh Jackman announced last year on Twitter that he’d give away $100,000 to a cause suggested by the Twitterverse. (Charity: Water and Operation Hope split the pot.) Major corporations such as PepsiCo, American Express, and JPMorgan Chase have all turned charitable dollars over to public votes. (Full disclosure: I sit on the advisory boards for the Chase Community Giving and Pepsi Refresh contests.) So have small ones; Kind, which makes fruit-and-nut bars, is giving away $25,000, and it’s up to people who perform “kind acts” — other than eating fruit-and-nut bars — to decide where that money goes. Leer más “Anything’s Possible Through Crowdsourced Corporate Donations”

Mountain Dew Lets Fans Plan Tour, Events

by Karlene Lukovitz

Typically, a brand event is at least months in the planning — or if not, likely requires hyper mode by the agencies handling it.

But while seat-of-the-pants activation may be inadvisable for most events, a 30-day, 69-city “grassroots” promotion tour that was part of Mountain Dew’s year-long “DEWmocracy 2” campaign may point to an alternative worth considering.

In synch with DEWmocracy 2’s mission of engaging fans by having them campaign and vote to determine which of three new Dew flavors would be rolled out by PepsiCo, the destinations, activities and venues for the “DEWmocracy: The Flavor Campaign” tour were also largely determined by fans.

The basic concept: Three mobile teams comprising agency/marketer reps and hardcore Dew fans — each team “campaigning” for its own Dew flavor (White Out, Typhoon or Distortion) — were sent on cross-country tours to engage people in the flavor competition/voting through live events over four weeks, starting May 1.


by Karlene Lukovitz

Typically, a brand event is at least months in the planning — or if not, likely requires hyper mode by the agencies handling it.

But while seat-of-the-pants activation may be inadvisable for most events, a 30-day, 69-city “grassroots” promotion tour that was part of Mountain Dew‘s year-long “DEWmocracy 2” campaign may point to an alternative worth considering.

In synch with DEWmocracy 2’s mission of engaging fans by having them campaign and vote to determine which of three new Dew flavors would be rolled out by PepsiCo, the destinations, activities and venues for the “DEWmocracy: The Flavor Campaign” tour were also largely determined by fans.

The basic concept: Three mobile teams comprising agency/marketer reps and hardcore Dew fans — each team “campaigning” for its own Dew flavor (White Out, Typhoon or Distortion) — were sent on cross-country tours to engage people in the flavor competition/voting through live events over four weeks, starting May 1. Leer más “Mountain Dew Lets Fans Plan Tour, Events”

Code Read

erhaps the highest profile use of the technology right now is in the Cola Wars. PepsiCo has an early “strategic partnership” with Stickybits, the provider of a free mobile app that uses bar-scanning technology to attach digital content to physical objects, while Coca-Cola is in talks to form a partnership with Stickybits. Currently, Coke is running a program in which a Stickybits-enabled phone can scan a Coke can and see a stream of comments and content from users and from Coke. Such content includes a “Coke Mythology” video that promotes a summer campaign centered around the soft drink’s “secret formula.”


– Noreen O’Leary
UPCs, those bar codes featured on packaged goods, are turning into an unlikely new media opportunity as Coca-Cola, PepsiCo, Kraft, Campbell Soup, Procter & Gamble and others link with mobile technology providers.

Proponents of the technology say it provides a new stream of consumer communication, but critics say it will be of limited interest. At the moment, many major packaged-goods marketers are dipping their toes in the water with low-key pilot programs.

Perhaps the highest profile use of the technology right now is in the Cola Wars. PepsiCo has an early “strategic partnership” with Stickybits, the provider of a free mobile app that uses bar-scanning technology to attach digital content to physical objects, while Coca-Cola is in talks to form a partnership with Stickybits. Currently, Coke is running a program in which a Stickybits-enabled phone can scan a Coke can and see a stream of comments and content from users and from Coke. Such content includes a “Coke Mythology” video that promotes a summer campaign centered around the soft drink’s “secret formula.” Leer más “Code Read”

Cunas de futuros CEOs

Hay empresas que marcan el CV de un ejecutivo. Para los headhunters son las denominadas empresas ‘escuela’ y para los competidores una oportunidad para el ‘management benchmark’, ya que les permiten tomar las mejores prácticas y sutilmente inspirarse.

Lo cierto es que hay compañías que no pasan inadvertidas en las búsquedas por parte de los cazatalentos: IBM o Accenture en tecnología, McDonald‘s, Unilever, Coca, Pepsico y Molinos, en consumo masivo. Las Big Four en cuanto a gestión y Techint, entre los ingenieros. ¿Qué tienen en común? Otorgan un método, un sistema, una forma de trabajar que puede replicarse en otros equipos y marcas, sostienen los headhunters. Buscan formar a los profesionales con una visión de mediano y largo plazo que permiten replicarse en otros escenarios, agregan. La clave está en un proceso de selección más ajustado y en un esquema orientado al liderazgo.


Cuáles son las compañías que no pasan inadvertidas en las búsquedas por parte de los cazatalentos: se trata de las denominadas empresas escuela.
>> por José Del Rio


Hay empresas que marcan el CV de un ejecutivo. Para los headhunters son las denominadas empresas ‘escuela’ y para los competidores una oportunidad para el ‘management benchmark’, ya que les permiten tomar las mejores prácticas y sutilmente inspirarse.

Lo cierto es que hay compañías que no pasan inadvertidas en las búsquedas por parte de los cazatalentos: IBM o Accenture en tecnología, McDonald‘s, Unilever, Coca, Pepsico y Molinos, en consumo masivo. Las Big Four en cuanto a gestión y Techint, entre los ingenieros. ¿Qué tienen en común? Otorgan un método, un sistema, una forma de trabajar que puede replicarse en otros equipos y marcas, sostienen los headhunters. Buscan formar a los profesionales con una visión de mediano y largo plazo que permiten replicarse en otros escenarios, agregan. La clave está en un proceso de selección más ajustado y en un esquema orientado al liderazgo. Leer más “Cunas de futuros CEOs”