During the month of July, there were many news stories that reflected brand promotion, personal branding, co-branding, logo redesign, pricing, product launches, product positioning, rebranding, and more.
SHARK WEEK
According to Yahoo Entertainment, "With summer in full swing, it's time to curl up in the safety of your air conditioner and tune into Discovery Channel's 36th Annual Shark Week from July 7th to 13th for your daily dose of apex-predator action, ranging from horror stories to fascinating adventure tales." Shark Week featured 21 hours of new shark-focused shows, and after previously employing Dwayne Johnson, Shaquille O'Neal, Jason Momoa, and Eli Roth as hosts, this year's Shark Week was hosted by wrestler John Cena.
While it's hard to believe that this was the 36th annual Shark Week, from a marketing perspective, there were two appropriate partners. They included Beneath the Waves, a non-profit organization dedicated to promoting ocean health and protecting threatened species (such as, sharks); and Oceana, the world's largest advocacy organization dedicated solely to ocean conservation. However, an odd partnership was Major League Baseball, where fans saw Shark Week signage, trivia, and co-branded merchandise in ballparks.
SHOES AS PERSONAL EXPRESSION
Chicago Sky WNBA rookie Angel Reese has a history of wearing custom sneakers. Earlier this year, she collaborated with Reebok for custom pink and white sneakers featuring "Angel" written on the tongue and "Unapologetically Angel" written on the insole. Then, she unveiled her Joker-themed sneakers inspired by the infamous Batman villain, The Joker. Those shoes were purple and green, which referenced The Joker's attire. She also unveiled Barbie-themed pink sneakers with the name "Barbie" written on the front, a Barbie logo, and black dots.
And most recently, according to ClutchPoints, "Chicago Sky rookie Angel Reese has gone viral with her new custom 'Reese's Pieces' shoes, designed by Marvin Baroota, who is known for his unique shoe designs. This design, inspired by Reese's Pieces candy, features the candy's orange and yellow color scheme. Baroota's creation includes several personal elements for Reese. The shoes have an "A" logo in the Reese's Pieces font with a peanut butter cup in the background. One shoe has "Reese Angel" written on the front, while the other features an image of a buttercup with a bite taken out of it."
SIX FLAGS EXPANSION
Due to the purchase of Cedar Fair by Six Flags Entertainment Corporation for $8 billion, Six Flags will now control seven of the top 20 most-visited theme parks in North America, more than any other single company. The new company will retain the Six Flags' name and Cedar Fair's stock symbol (FUN) on the New York Stock Exchange. Former Cedar Fair leaders will continue as CEO, CFO, and COO. Six Flags' current CEO will become the Executive Chairman of the new company, and the "new" Six Flags will be headquartered in Cedar Fair's home in Charlotte, North Carolina.
From a marketing perspective, will any of the former Cedar Fair parks adopt Six Flags branding? Will the company offer new annual and season pass products that allow fans to visit multiple parks across the now-combined company? Will any of the existing parks be shuttered? Without a doubt, operating 17 amusement parks and 15 water parks across 17 states representing different brands will be a challenging task.
TESLA NEWS
According to CNN, "For the first time ever, Tesla cars have been placed on a Chinese government purchase list. Tesla is the only foreign-owned EV car brand on the purchase catalog published by the government. That means that government agencies can procure them as service cars, highlighting the cozy relationship China has with Elon Musk's company. Tesla, which has a massive gigafactory in Shanghai, manufactured some 947,000 cars in China in 2023, and most of them were used locally. China has become an increasingly important market for Tesla, as the country accounts for more than half of the world's total EV sales. Last year, Tesla derived nearly a quarter of its total revenue from China."
In Tesla news in the United States, according to Reuters, "The company recalled 11,688 Cybertrucks from the 2024 model year because the front windshield wiper motor controller failed due to excessive electrical current. Non-functioning wipers could increase the risk of a crash in wet weather. The wiper recall covered all trucks built through June 6...[And let's not forget that] Tesla recalled nearly 4,000 Cybertrucks in April 2024 to fix an accelerator pedal pad that could come loose and get lodged in the interior trim."
NASCAR'S ELECTRIC CAR PROTOTYPE
According to a NASCAR press release, "NASCAR and ABB, a global leader in electrification and automation, announced the ABB NASCAR Electrification Innovation Partnership on July 6th and revealed a new EV prototype at the Chicago Street Race. ABB becomes the first Official Partner of NASCAR Impact, the sanctioning body's platform driving NASCAR's mission to strengthen its communities and contribute to a healthier planet, and together will work to advance NASCAR's strategic sustainability ambitions across electrification...While NASCAR is committed to the historic role of the combustion engine in racing, it is also committed to decarbonizing its operations and reducing its own carbon footprint to zero across its core operations by 2035 through electrification and innovative solutions...The prototype was developed in collaboration with NASCAR's OEM partners — Chevrolet, Ford, and Toyota — and was built by NASCAR engineers."
NEW PARENT BRAND FOR NEIMAN-MARCUS
HBC, the parent company of Saks Fifth Avenue, announced its purchase of the Neiman Marcus Group, which owns Neiman Marcus and Bergdorf Goodman. The deal is valued at $2.65 billion. When the transaction is complete, Toronto-based HBC will form Saks Global, which will include Saks Fifth Avenue, Saks Off 5th, Neiman Marcus, and Bergdorf Goodman - and all stores will continue to operate under their respective brands. Current Saks.com CEO Marc Metrick will become CEO of Saks Global. Amazon and Salesforce will be investors.
Richard Baker, HBC executive chairman and CEO, will also serve as executive chairman of Saks Global. He said, "This is an exciting time in luxury retail, with technological advancements creating new opportunities to redefine the customer experience, and we look forward to unlocking significant value for our customers, brand partners, and employees."
According to Chainstoreage, "The deal is subject to approval by the Federal Trade Commission. The combined company would have only two competitors in the high-end U.S. department store market: Bloomingdale's, which is owned by Macy's Inc., and Nordstrom."
VERIZON'S NEW LOGO
According to Fast Company, "Verizon announced a new logo and updated brand system. Gone is the Verizon electricity-inspired checkmark, which has been with the brand in some permutation for more than 20 years. In its place is a more flexible and adaptive letter V. Nine years after its last rebrand, Verizon is still the largest wireless provider in the U.S., but it’s struggling with subscriber growth. And so, Verizon is repositioning its brand farther from what it's been known for (wireless infrastructure) and closer to the halo of media (from video games, to streaming platforms, to NFL games) that all of its partnerships, and perhaps, most notably, its lucrative premium-tier subscriptions, provide to its customers...The new red wordmark features a glowing ribbon "V" that is strikingly similar to Netflix's signature N...Verizon will turn the V into signage for stores and other installations. They also imagine the V in physical spaces, shaping an entryway as the brand, and as abstract designs on newly designed employee uniforms, a collection of casual, mix-and-match tees, totes, and cross-body bags."
COSTCO MEMBERSHIP FEE INCREASE
For the first time since 2017, the membership store announced that it will raise membership fees by $5 for US and Canadian customers. This means that $60 will increase to $65 per year, and the high-tier plan called Executive Membership will increase from $120 to $130 a year. According to ABC News, this increase will affect 52 million memberships.
S'MORES ANYONE?
Ramen is not the first food that one thinks about when thinking of dessert. However, Cup Noodles launched a new limited-edition s'mores-flavored instant ramen. Ready to eat via microwave, the product comes with a sauce-based flavor blend of chocolate, marshmallow, and graham crackers.
According to Nissin Foods USA Senior VP of Marketing Priscilla Stanton, the limited-edition offerings of Cup Noodles are an effort to expand beyond a "pantry staple." The line-up of flavors includes Pumpkin Spice, Everything Bagel, and Breakfast (which is a mixture of the classic breakfast combination of maple syrup pancakes, sausage, and eggs).
ASICS AND MENTAL HEALTH
Asics is an acronym for the Latin phrase 'anima sana in corpore sano,' which translates to 'sound mind, sound body.' Living up to its name, the sportswear brand has spent the past four years doubling down on mental health marketing to differentiate itself.
AI AND AUDIOBOOKS
According to CNN, despite the fact that Judy Garland never recorded an audiobook of "The Wonderful Wizard of Oz," we will soon hear her rendition of the children's novel that inspired the classic movie that made her a movie star. This will happen because AI company ElevenLabs announced that it is bringing digitally-produced celebrity voice-overs of deceased actors to its newly-launched Reader app. So far, the voices that will be available include Judy Garland, James Dean, and Burt Reynolds.
CAESAR SALAD'S 100TH ANNIVERSARY
According to the Associated Press, "Italian immigrant Caesar Cardini is said to have invented the the caesar salad on July 4, 1924, at his restaurant, Caesar's Place, in Tijuana, Mexico. It was a steamy night, and Cardini was struggling to feed an influx of Californians who had crossed the border to escape Prohibition. In the middle of the dining room, Cardini tossed whole Romaine leaves with ingredients he had on hand, including garlic-flavored oil, Worcestershire sauce, lemons, eggs and Parmesan cheese. A star was born...Around 35 percent of U.S. restaurants have Caesar salad on their menus, according to Technomic, a restaurant consulting firm; and nearly 43 million bottles of Caesar salad dressing (or $150 million worth) have been sold in the U.S. over the past year, according to Nielsen IQ."
JOANN AND INFLUENCERS
According to Retail Dive, "Arts and crafts retailer Joann is launching a new brand campaign. The company said that its "Jo-And" rebranding will leverage influencer relationships, social media, and commercial spots to highlight the joy in the experience of connecting with others through hands-on creativity. Chief Customer Officer Chris DiTullio explained that Joann's is focusing on introducing Gen Z and others to the brand as a one-stop source for all of the tools and inspiration for crafting, sewing, and personalization."
KOHL'S AND AMAZON PRIME DAYS
According to Retail Dive, "Kohl's joined other retailers in holding summertime sales to answer Amazon's Prime Day. The department store's "Summer Cyber Deals," July 8 through July 11 in stores and online, offered up to 60 percent off across the entire assortment. Loyalty members earned double rewards and got free shipping on all online purchases throughout the event. Then, July 16 through July 17 (the specific dates of Prime Day), shoppers used a coupon for 25 percent off a qualifying purchase, or 30 percent off by using a store credit card."
RETURN OF THE MINIONS
According to Jake Coyle in the Associated Press, "After a historically bad first half of the year, the box office is suddenly booming. "Despicable Me 4," the Illumination Animation sequel, led the way over the July Fourth holiday weekend with $75 million in ticket sales Friday through Sunday and $122.6 million since opening on Wednesday, according to studio estimates Sunday, July 7th...The Independence Day holiday weekend haul for the Universal Pictures release further extends the considerable box-office reign of the Minions, arguably the most bankable force in movies today. And it also kept a summer streak going for Hollywood..."Inside Out 2," with $1.22 billion in ticket sales thus far, is easily the year's biggest hit and fast climbing up the all-time ranks for animated releases. It currently ranks as the No. 5 animated release worldwide."
FREE TUITION FOR MEDICAL SCHOOL
According to the Associated Press, "Most medical students at Johns Hopkins University will no longer pay tuition thanks to a $1 billion gift from Bloomberg Philanthropies. Starting in the fall, the donation will cover full tuition for medical students from families earning less than $300,000. Living expenses and fees will be covered for students from families who earn up to $175,000. Bloomberg Philanthropies said that, currently, almost two-thirds of all students seeking a doctor of medicine degree from Johns Hopkins qualify for financial aid, and 45% of the current class will also receive living expenses. The school estimates that graduates' average total loans will decrease from $104,000 to $60,279 by 2029.
PARAMOUNT MERGER WITH SKYDANCE
Paramount, the media empire behind CBS, MTV, and one of Hollywood's "most storied studios" that has been around for 112 years, has agreed to merge with Skydance Media. Lots of questions. Will assets be sold before the deal closes in 2025? What will happen to Paramount+? How will the company be run until the deal closes in 2025, and what will the new management team look like?
NATIONAL FRENCH FRY DAY
You may know that July 13th used to be National French Fry Day, but in 2022, fast-food chains Checkers and Rally's organized an online petition to change the day so that it would forever take place on the second Friday of July, making it happen on FRY-DAY! According to YouGov's regularly-updated list of "The Most Popular American Dishes," French fries earn an 84 percent popularity rating (hamburgers score an 85 percent rating). Many fast-food chains offer deals on this annual holiday, and here are just a couple: McDonald's offers free fries on July 12th and 13th and Burger King offers free fries on July 12th.
ALEC BALDWIN'S LEGAL WOES
Alec Baldwin, lead actor and co-producer of the movie "Rust," received news that his latest legal case was dismissed by a New Mexico judge in the fatal shooting of cinematographer Halyna Hutchins. According to the judge, the case was dismissed based on misconduct by police and prosecutors over the withholding of evidence. The case cannot be retried. Will the movie resume shooting? How will this dismissal affect Baldwin's career?
DEATH OF SHANNEN DOHERTY
If you ever watched the original "Beverly Hills, 90210" TV show during the 1990's, then you knew Brenda Walsh. Sometimes, it was hard to tell the difference between Brenda and Shannen, who portrayed her for four seasons. While the actress developed a reputation in the industry, whether real or not, she left that series and another later in her career amid allegations of conflicts with co-stars. In the limelight again in her later years due to her cancer diagnosis, Doherty advocated for cancer awareness. She died on July 13th at the age of 53. Fans of "90210" will understand when I say that Brenda and Dillon have reunited at the Peach Pit in Heaven.
U.S. POSTAGE INCREASE
Postage in the United States is rising again, this time a first class stamp will cost 73 cents. What will the increase pay for that is not currently included with a first class stamp? Will someone write a letter for you and walk it to a friend's house? Will stamps be printed with a little bit of gold? How many of us continue to send items via snail mail? When will the cost outweigh usage?
TRUMP ASSASSINATION ATTEMPT
The media was quick to label what happened on July 13th in Pennsylvania as an "assassination attempt" on FPOTUS, also known as the former President of the United States. A gripping photo will go down in history with Trump's fist in the air with blood clearly visible on his ear and face. Time will tell as to how this event will impact Trump's personal brand and also the November Presidential election.
DELTA AIRLINES NEW UNIFORM POLICY
A recent controversy erupted following two flight attendants who wore pins on their uniforms depicting the Palestinian flag, which made some Jewish passengers feel unsafe amid the ongoing Israel-Hamas war. Delta said that pins representing countries and nationalities of the world had previously been permitted, but no longer. Beginning on July 22nd, Delta will only allow staff members to wear U.S. flag pins on their uniforms.
LAS VEGAS MIRAGE HOTEL CLOSES
After 34 years, the iconic Mirage Hotel and Casino has closed its doors. Its sidewalk attraction, the exploding volcano, became a trendsetter that was followed by the Bellagio with its dancing fountains and the Venetian with its gondolas and canals. The Mirage was also home to Siegfried and Roy's white tigers show and the Secret Garden and Dolphin Habitat tours. Following the Mirage's closure, the 3,000-room resort will undergo a three-year renovation and re-open in 2027 as the Hard Rock Las Vegas with a soaring 700-foot-tall hotel tower in the shape of a guitar. The volcano will be destroyed to make space for new rooms.
DEATH OF BOB NEWHART
Whenever comedians are mentioned, one name has stood the test of time. Bob Newhart died at the age of 94 on July 18th. Since my Dad was a CPA, Bob was a favorite in my house due to his previous occupation as an accountant. Perhaps, my Dad had dreams of being a comedian, or perhaps, he simply appreciated Bob's dry wit as a stand-up comedian. Whatever the case, "The Bob Newhart Show" and later "Newhart" were must-watch television in my house. And then, the way that the final episode of "Newhart" harkened back to the original series! Sheer genius! If you haven't seen it, check it out! According to the CPA Journal, "Newhart leaves blanks and pauses in his one-person phone routines to try to get his audience actively involved. This style could only come from an accountant." He was inducted into the Academy of Television Arts and Sciences Hall of Fame in 1993, and in 1996, TV Guide ranked him number 17 of the 50 greatest TV stars of all time.
IMPORTANCE OF BRAND BUILDING
According to Marketing Week, "Brand building is the most important factor in achieving company objectives, despite a preoccupation with performance metrics within business, according to Marketing Week's exclusive 2024 Language of Effectiveness research, supported by Kantar. While a third (33 percent) of the more than 1,200 marketers surveyed say brand advertising is the most important tactic for driving business objectives in 2024, nearly half of the sample (49.8 percent) also claim their campaigns are currently too focused on performance marketing. Beyond brand, a quarter of marketers say performance advertising (25.6 percent), brand partnerships (25.5 percent) and product or service innovation (25.1 percent) will be the most important tactics for delivering on business objectives in 2024."
BIDEN WITHDREW FROM PRESIDENTIAL RACE
On Sunday, July 21st, history was made (or shall we say, HERSTORY?) as President Biden announced his withdrawal from the 2024 Presidential race. While the dust is still settling, this decision will have an impact on American politics as well as international politics. In addition, this decision affects Vice President Kamala Harris' future and her personal brand. More to come about this turn of events in a future post.
UPCOMING OLYMPICS
And how can I share marketing updates without mentioning the elephant in the room, or in other words, the main sporting event of the year? Beginning on Friday, July 26th, the world's attention will be on Paris, France, for the 33rd Olympiad, which will impact marketing and leadership in a myriad of exciting ways. Have you purchased some Olympics merch? Will you be wearing a t-shirt or cap to support your country's team? Tune into my blog tomorrow as my #OlympicsLeadershipSeries begins, and then, swing by my blog each day throughout the competition. In addition, there will continue to be Olympic-related posts on August 12th, 13th, and 14th.
What other recent marketing buzz caught your attention? There's always something happening that impacts marketing, so tune in to #DebbieLaskeysBlog for the scoop!
Image Credits: Shark Week/Discovery and Despicable Me 4/Universal Pictures.
Read about all the 2024 Shark Week partners:
https://www.discovery.com/shark-week/shark-week-2024-partners-pictures
Watch the trailer for "Despicable Me 4" at this link:
https://www.despicable.me/
Check out partners of the "Despicable Me 4" film:
https://www.despicable.me/partners/
Watch "Newhart" finale:
https://youtu.be/ZgdUWXf8jJk?si=lgBIlYRc4rgCUu2m