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MARKETERS LOOKING TO EXTEND THEIR brands into other areas through licensing or new products would be well advised to make sure their extensions are in keeping with their brand values, according to research from branding company Tipping Sprung.
“Brand extension should be an important part of any brand’s strategy,” says Martyn Tipping, president of New York-based TippingSprung. “It seems more and more brands are doing it. [But] in some cases it’s ill-conceived.”
In a survey of 785 marketing executives on last year’s top brand extensions, those who closely held to what their brands initially stood for tended to receive the highest marks, Tipping says. For instance, PetSmart’s Pet Hotel was named the best overall brand extension, with 34.3% of the vote. A Disney licensed line of wedding gowns came in second, favored by 29% of the respondents. In both cases, the extension fit well within the brand’s areas of expertise. For Disney, wedding gowns “emerge from the princess fantasy that begins when women are children,” Tipping says.
NEW YORK (AP) — Despite the Hollywood writers’ strike, the big TV networks have more than a hundred episodes of scripted series ready to roll out over the next few months. The bad news for viewers: Few are fan favorites.
”Desperate Housewives” is done, the dust barely settled from a tornado that hit Wisteria Lane. ”Grey’s Anatomy” has no more episodes left, as does Thursday competitor ”CSI: Crime Scene Investigation.” No more laughs are coming from ”Two and a Half Men,” ”30 Rock” and ”The Office.” ”Heroes” is also done.
Several other shows are down to a precious few, the networks carefully rationing new material like a hiker lost in the desert with a half-empty canteen. One of the three remaining ”House” episodes, for example, is set aside for maximum impact right after the Super Bowl.
LOS ANGELES, Jan. 17 (UPI) — The music industry is reportedly concerned the Hollywood writers strike may keep stars away from the upcoming Grammy Awards show in Los Angeles.
The Feb. 10 prize presentation was expected to be a glamorous 50th anniversary event that would also likely give a boost to an industry that has been losing money in recent years.
However, that might not happen if the striking Writers Guild of America doesn’t grant the producers of the Grammys an interim agreement and sends WGA writers to picket the show.
BERLIN — StudioCanal has bought German producer-distrib Kinowelt, giving the Canal Plus subsidiary an important foothold in Germany and raising its profile as a major European player.The companies announced on Thursday the long-rumored deal had been signed on Wednesday. StudioCanal, which was expected to take a majority share in the Leipzig-based firms, said it will instead take 100 %.
Kinowelt execs Michael Koelmel and his brother Rainer Koelmel will remain at the company, which is one of Germany’s biggest DVD distributors and also produces and distributes TV and cinema films.
Deal is still subject to anti-trust agency approval. No terms were released but earlier reports estimated its value at about E90 million ($130 million).
“Germany plays a pivotal role in StudioCanal’s strategy,” said StudioCanal chairman Olivier Courson. “We’ve been working together with Michael and Rainer Koelmel for many years. Their expertise and experience in the German and international film industries are important foundations for our further growth. We’re delighted that they will be staying on.”
With a Q-Ratio of 6.0194, here’s our #1 placement of the week….(Twizzlers) Bravo’s “Project Runway” The designers choose items from a chocolate shop to make their outfits.
Zoom Advertising - through its Branded Entertainment unit - is the first ad agency in SA to have won a pitch to produce a programme series for a DStv channel.
‘Matrix’ is an exciting new reality TV show and will be broadcast from Wednesday, 16 January 2008 on DSTV channel 324 (MK) at 20:30pm. Zoom developed the programme idea which focuses on eight matric girls and their quite considerable holiday fun in Keurboomstrand. The series shows how the girls cope with being dropped into the lap of luxury, how they organise their social schedules, cooking and general house chores and of course reveals their antics when they learn to surf and generally try to impress the boys. The production included the auditions for the girls, the recces, location searches and, of course, all pre-production, filming, editing and finishing.
While Zoom has produced many branded entertainment programmes - including ‘On Site’ for Cashbuild, and The Feelgood Challenge and ‘Star for a Day’ shows for PEP - this is the first time that the agency was commissioned to produce a programme series by the national TV channel itself.
“It’s a milestone for us,” says Heather Swart, head of Zoom’s BE unit. “We’re delighted not only to have been awarded the production but also with the results - the programme’s really good and entertaining!”
Ford very visible here, and this has certainly made the rounds on newscasts and the Internet. Leave Terrell Owens alone. Grown men can cry. If you don’t believe me, see The Bucket List.
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