China understands the power Brand Placement: TRANSFORMERS

When Marjorie Ma, a Chinese student in the United States, heard "May I finish my Shuhua milk?" in Transformers: Dark of the Moon, she couldn't believe her ears.

"A Chinese milk brand in a Hollywood movie about humanoid robots? Why and how did that happen?"

Liu Siru can answer that question. Liu's Filmworks, an entertainment marketing company, helped four Chinese businesses place their products in the summer blockbuster, which will open at mainland theaters on July 21, a month after its US premiere.

This is the first time so many Chinese brands have had such high-profile exposure in a major Hollywood movie.

Yili Group, the Chinese dairy giant that makes Shuhua brand milk, is one of them.

In a 10 second scene in the movie, a scientist played by US comedian Ken Jeong loudly drinks from a carton of the milk in an elevator. The writing on the carton is in Chinese.

According to Liu, Yili said the product had to be mentioned by a likable character in a relatively sparse, closed space, because clutter in the background would distract viewers.

The negotiations weren't brief or lighthearted as the scene.

"Michael Bay was, like, what? The milk isn't even distributed in the US," Liu recalled the director saying on hearing Yili's demands.

After a series of conference calls among producers, Bay, Liu and the brand, the director managed to create the scene.

"It's funny," Bay said at a news conference in Shanghai on July 14. "In America, you see all the Americans laugh."

Bay said he wasn't advertising the milk, but using it as a "comedy tool". "Putting Coca-Cola there was not funny, but putting Shuhua milk was funny. I'm not doing an ad for milk, I am doing a movie called Transformers." Yili, obviously, sees it differently.

"The box office of Transformers 3 is expected to reach 600 million yuan ($92 million) in China. Tens of millions of people will see it," said Zhang Jianqiu, Yili Group's executive president, in an e-mail interview."Audiences will help promote our brand when they talk about the movie." Yili would not say how much it spent for the exposure.But a film insider, who wished to remain anonymous, estimated that the placement plus an accompanying marketing campaign could cost up to $10 million.

Meters/bonwe Group, a leading Chinese apparel company, already knows the ropes in Hollywood. It had its logo flashed in the background of a fight scene in Transformers 2. This time it wanted lead actor Shia LaBeouf to wear its T-shirt, and it couldn't be a torn, wrinkled or dirty one - no easy task, considering the action LaBeouf's character goes through.

LaBeouf wore the T-shirt in his first take in the movie and the following love scene with his girlfriend.

Xie Wei, brand manager of the company's MTEE line, mailed about 20 T-shirts to the film set. "We wanted to show something only we have, something creative," he said. He was thrilled that LaBeouf chose one with their line's signature image.It was easier for TCL, the electronics company, and Lenovo, the computer manufacturer, to place their products. After all, TVs and computers are a must in a movie involving NASA and the Pentagon. "There are always conflicts between filmmakers and the businesses, but I have to say, the final scenes are a delight," she said.

China has become such an important market - it was the biggest international box office contributor for Transformers 2 and Avatar. And some partners, such as Meters/bonwe, TCL, and Lenovo, provide promotional support, which can further help in the box office, said David Leener, the film's product placement coordinator.

China imports only 20 foreign movies for release in cinemas. It would be a huge disappointment for the companies that arrange placement in films if they never got to Chinese theaters or the big scene was cut by censors. "We make the risks clear, and recommend movies most likely to play in Chinese theaters, but the companies have to keep the risks in mind," Liu said. But Liu said she already has more orders. The next Hollywood blockbusters with Chinese product placement, she said, might be the new Bond movie and Ice Age 4.

Socal's Got Photographers

Name Branderz is all about creating platforms and avenues through which artists can share their talents with the world in a way that will enable them to establish their unique brand and distinguish themselves from others who share their niche. One of the many forms of art we appreciate is photography, so much so that we went ahead and created a contest for the best photos in Southern California.

We are offering $100 for the best photo entered into our contest. Here are the rules:

• Entrants can begin submitting photos from June 8th through June 17th 
• We will select the top 3 photo's and have them posted to our blog for public display
• We will allow the public to vote for the best photo out of the 3 posted to our blog via email ballots
• Winner will receive $100 cash from Name Branderz for the winning photo which will be enlarged, framed, and hung at our offices
•  All explicit photos will be disqualified
• All entrants will need to subscribe to Name Branderz via email in order to receive contest updates on whether or not their photo's have made it to the final selection stage
• Winner will need to provide a valid mailing address in order to receive the prize money

We are interested in seeing your photos and want to give you some cash for your talent. Enter today and see if your pics are a cut above the rest! Send all photos to setthestage2011@gmail.com

Wanna know how to create a successful festival brand? Ask Guerilla Union

In today's economy many Americans find it difficult to spend money on the things they need much less the things they want. I've even found myself cringing at the thought of having to give up my hard earned four dollars and thirty-two cents for a Mighty Kids Meal at McDonald's. Yet in the midst of mass frugality the people of Southern California create a budget for the enjoyment of Hip Hop music. Initially when I first discovered this I couldn't understand how anyone could get more than even a thousand people to consistently spend money on old-school hip hop shows . . . until I discovered why people were so willing to forgo paying their rent to go to a festival. The answer: Guerrilla Union.

Guerrilla Union has done what very few independent production companies have been able to do within the world Hip Hop music. They somehow have created a successful brand of Hip Hop events that generates an annual cumulative attendance of anywhere between 40,000 and 60,000 people. Through key attention to detail, strategic planning, solid relationships within the industry and a close ear to the street Guerrilla Union has cornered their market and has established themselves as a juggernaut within their industry. With widely known and heavily attended events such as Paid Dues, Spring Gathering, Rock The Bells and Smoke out Guerrilla Union has captured the heart of hip hop goers nation wide.


Check out this clip from the Rock The Bells 2011 Press Release:

See you in August!

Check out this excerpt from one of my favorite books on branding, "Do You Matter?" by Robert Brunner and Stewart . . .

Your Brand is Not Your Logo

Another way to look at brand is that it is like an individual’s character. That’s really what a brand is, the embodiment of a company’s character. When you think of the character of people, you find things about them that encourage you to like or dislike them. When you first meet someone, you might draw a few conclusions based on how they dress and style their hair, and few more of their mannerisms. A lot of times you’re right, and a lot of times you’re not. But then, as you gain real insight into their ethics and values and how they treat others, you begin to understand the person’s character. That’s how you really start to define how you feel about somebody. It’s the same way with a company. You can dress up people in cool clothes, and give them a hip new hairstyle, and create some ideas about, “Wow, maybe they’re really pretty cool and hip,” but as you really start to get to know them, you realize that, “No, they’re really moving violations of the truth in packaging laws.” All this is a veneer. You start to wonder about them. It’s the same thing with companies.

Does Great Artist Always = Great Clothing?

We have seen many artist brand their way into a clothing line, some more successful then others. Many of the great labels are still flourishing today:

Rocawear - Jay Z

Sean John - P. Diddy

LAMB - Gwen Stefani

The list goes on . . .

However, should we be on the look out for a rising brand in the industry? If it's Wiz Khalifa's clothing line then the answer might be a yes.

With Taylor Gang being one of the fastest growing cliques across the globe investors might want to start paying attention to whats coming out of Pittsburgh. I know we are!

Maybe We Had It All Wrong . . .

We've spent the last month going on and on about some of the most amazing brands in existence today. We've been completely hyped up over the brands that were able to connect with amazing amounts of people and earn tremendous customer support however we missed one major factor that is present in all great brands.

They all fit a basic need and had a useful meaning.

For years I would tease my mom for buying what I considered generic house hold items, one in particular being Aim Toothpaste . . .

. . . I would always say that the only reason they were still in business was because she bought all of their supply. I felt like we should be brushing our teeth with brands such as Crest or Colgate. I would always see people on T.V. with their perfect smiles in the Crest commercials and think, "One good brush with that stuff and I'll have perfect teeth". However my mom had a basic understanding of brands that I did not, the same understanding that we all have but don't realize it.

She recognized that the brand she was investing in filled her basic need in its simplest form, that anything extra was unnecessary and that those two factors were enough for her to make the commitment to the brand.

Looking back my mom was an amazingly beautiful woman with an amazing smile. No she didn't use Crest or Scope but what she did use got the job done and that was enough to keep her committed to the brand.

In time's of such economic uncertainty people don't really have time for the "extras" certain brands offer as a part of their package. People will commit to what fits their most basic needs and occasionally visit the land of "extra" when resources permit. Sustainable brands are not built off of visitors but off of those who have made the commitment to the brand. The minute a song, shirt, vase, book or message losses it's most basic purpose is the minute it becomes "extra", something seldom visited. Keeping a true purpose and strong useful meaning attached to your brand is what keeps it from being something people have to fit into verses something that fits into people. 

What brand of Hip Hop does the East Cost create?

East coast hip-hop is sometimes referred to as New York Rap because it originated from block parties thrown on the streets of New York city in the 1970's. East coast hip-hop was dominant during the late 1980's and mid-90's (the golden era of hip-hop), and is still relevant today.

Unlike the simplistic rhyme pattern utilized in old school rap, or the call and response style present in crunk, east coast rap is almost synonymous with lyrical dexterity. More often than not, east coast rap is characterized by multi-syllabic rhymes, complex wordplay, a continuos free-flowing delivery, and intricate metaphors.

The East definitely has built a clear and identifiable hip hop brand never to be confused for something else. What do you think?

This blog was sent via iPhone

Late Night Post . .

Sometimes the words of a song can be so true . .

"I've been waitin' on this my whole life . . ."

"These dreams be wakin' me up at night . . ."

. . Hopefully the ambition meter can be lowered so that rest can be gained.

This blog was sent via iPhone

Rick Ross May Be A Branding Genius . . .

If you have been following our blog for the last few weeks then you've probably figured out that we go nuts when we discover new and/or successful brands and the people who build them. We would like to submit for your approval: Rick Ross

William Leonard Roberts II, otherwise known as "The Teflon Don" has mastered the art of branding himself and his music career by doing what we like to think of as clever brand association. 

From the time you were a child up to now there were many things that you deemed worthy of your time, attention, and resources simply because of what or who they were associated with. You bought certain clothes cause your favorite athletes wore them or used certain makeup because your favorite actress used it and even listened to certain artists because of who they collaborated with. No one in that last 3 years has used this method of personal brand building better than our good friend Mr. Ross.

From his stage name "Rick Ross" which he derived from the notorious 1980's drug trafficker "Freeway Rickie Ross" to his close association with high fashion brands, Ross has consistently portrayed the image of what a true "Don" should look like. Even his comparison between his music and the world famous Aston Martin luxury sports vehicle causes his listeners to feel a sense of exclusivity when listening to his music.

Very few listeners of Ross' music know that prior to his days as a rap star he actually served as a corrections officer in a Florida prison facility. While for an ordinary rapper such uncovered truth's could mean the end of a career, Ross' ability to create an unshakable brand has allowed him to withstand the criticism. People are so bonded to his brand that they're okay accepting his false portrayal of a South Miami drug lord. I guess its true - perception is reality but at Name Branderz we still believe in living authentic. 

9 Successful Brands Launched During Downturns

Economic downturns aren’t only about damage. Throughout recent history, opportunistic companies have taken advantage of downturns to launch brands that enjoyed success for decades to come. Using timing and ingenuity, these 9 successful brands turned downturns into windfalls.

Rice Krispies
More than 75 years later, Kellogg’s Great Depression-era brand remains a hit.

When the Great Depression hit, Post cereal cut back heavily on ads in order to conserve money. Kellogg, Post’s main competitor, did the opposite. The company poured money into ad campaigns, creating a new cereal called Rice Krispies. Snap, Crackle, and Pop helped boost Post’s profits by about 30% by 1933, according to the New Yorker’s James Surowiecki. Kellogg remains on top to this day.

Plymouth
Chrysler overtook Ford as the country’s second-biggest automaker in 1933, thanks to Plymouth cars.

Plymouth, launched as a separate brand 1929, was Chrysler’s first foray into the low-priced market. The cars’ crowd-pleasing features, which included hydraulic shock absorbers, helped it become one of the Great Depression’s only successful car brands.

Miracle Whip
Kraft’s cheaper version of mayonnaise become an instant hit during the Great Depression.

Max Crossett must be rolling in his grave. The Washington state-based inventor of Crossett’s X-tra Fine Salad Dressing sold brand rights to Kraft in 1931 for $300. Kraft rebranded the stuff as Miracle Whip, then sold it as a cheap mayonnaise alternative. It became the nation’s bestselling dressing in only six months, writes the New Yorker’s Surowiecki.

iPod
Apple launched one of its flagship products during the 2001 recession.

Steve Jobs unveiled the iPod in October 2001, when the country was still reeling from the September 11 attacks. It’s now one of the decade’s biggest success stories. By 2005, Apple owned more than a quarter of the worldwide mp3 market. In April 2007, Apple announced it had sold 100 million iPods. Apple is on fire, thanks to its penchant to innovate in all kinds of economic climates.

FedEx
Federal Express launched just six months before the 1973 oil crisis, establishing a brand new industry amidst economic turmoil.

FedEx began with 14 small planes at the Memphis International Airport. Founder Frederick W. Smith hoped to address a market need for 1-2 day package and freight delivery, which at the time was very difficult. His plan worked. By 1975, the company became the number one carrier of high-priority goods and set a new standard for the industry it established, according to FedEx’s website. Today, the company’s couriers log about 2.5 million miles a day through seven global operating companies.

Healthy Choice
ConAgra’s low sodium, lowfat frozen meals became a hit during the early 1990s recession.

Former ConAgra CEO Mike Harper had a rather auspicious heart attack in 1989. He came up with Healthy Choice, a new line of frozen meals for health-conscious consumers, after reevaluating his own eating habits. The brand launched just in time for the 1989-92 recession. Sales reached $350 million, with 10% market share, in under three years, according to this BNet article. Today, Healthy Choice is successful enough to have Julia Dreyfuss as a spokesperson.

Hyundai
By providing the best warranties and guarantees in the industry, Hyundai is becoming a prominent US auto brand.

Previously plagued by quality issues, Hyundai righted its reputation by providing a 10-year, 100,000-mile warranty, previously unheard of in the auto industry. In 2008, it created the popular Hyundai Assurance program, which lets customers return their cars if they lose their jobs. The plan worked. The January, Hyundai’s US sales were up 14% compared to last year, according to Knowledge@Wharton. Between January-April of this year, its market share rose 0.7%. Not bad for an industry where double-digit declines have become commonplace.

Scott Paper Company
The Scott Paper Company’s napkins and paper towels became household staples, even though many products launched during economic downturns.

The Scott Paper Company (now part of Kimberly Clark) practically mastered the art of launching brands during recessions. Founded at the head of the 1879 US recession, Scott introduced the nation’s kitchens to paper towels in 1931. By 1939, it was the best-selling brand in the country, according tothe Scott website. The company launched pastel-colored products and jumbo-sized paper tower rolls just in time for the 1958 recession. It remains a household name today, although one wonders how many more ridges and plies a company can create to mark up toilet paper.

9. Penguin Publishing
Quality books for cheap: A business model that endures.

In 1935, publisher Allen Lane came up with the idea to sell good books for rock-bottom prices. Penguin Publishing was the result. Lane made sure that his cheap, quality books found their way not only to bookshops, but to general stores, corner stores, and railways as well.

Before Penguin, paperback books contained gaudy, unliterary content. With his new model, Lane changed the game. Less than a year after launch, Penguin had printed one million paperbacks. Today, Penguin publishes globally through owner Pearson PLC, a London-based media conglomerate.

Remember the old Kanye?

While Kanye West is noted mostly for his music, production and ego there is something else about the Louis Vuitton Don that has made him a rap legend. West's ability to successfully brand himself not only as a rapper but as a voice for pop culture as well has placed him in a position of influence in the music, art, and fashion communities.

And to think . . It all started with a stupid teddy bear . . 

Anyone who can build a successful brand off of a teddy bear or as West called it, "The Drop Out Bear", deserves some type of entrepreneurial award. West has used his branding and marketing talents to go places in business few emcees ever have (including Jay Z and Puff). Sneaker deals with NIKE are difficult to come by even for successful athletes yet West somehow was able to leverage his influence in the world of fashion and strike a deal with NIKE to release his very own Air Yeezy's. 

Few Rocafella artists were able withstand the break up between the label's owners (Jay Z and Dame Dash) however West's ability to establish his brand apart from Rocafella enabled him to emerge from the fall out unscathed. Though we are a far cry from the 'College Drop Out' and 'Late Registration' days, it is still good to reminisce . . .

Fastest Growing Brandz

Inc. Magazine points out two of the worlds fastest growing brands. In a recent article they pointed out,

"Apple's brand dominance felt around the world. The Atlantic reports on a new study released that puts Apple and Google as the two most powerful brands in the world. "The rise of technology and telecommunications is pretty amazing," notes Nigel Hollis, executive vice president of Millward Brown, the firm that completed the study.  "We started with two or three tech brands in the top ten in 2006. Now they're four out of the top five. It points out how central telecom infrastructure has become to people's lives." Perhaps the most significant finding of the report is that Apple has ended Google's four-year run as number one brand in the world. "Basically Google is in a horse race and a faster horse just blew past it," Hollis says. "Apple has just had a phenomenal performance with the iPad and other devices."

We Love All Name Brandz

Official: Air Jordan 11 “Concord” Release Date in 2011

January 27th, 2011 · 1 Comment

Anyone who is into quality knows that when it comes to the kicks it gets no better then than Michael Jordan's collection of well designed and manufactured basketball shoes. Many of us cannot wait for the release of possibly the most desired sneaker in the history of  athletic foot wear. 

According to NIKE's blog, "we’ve already known that the Holiday 2011 schedule will include an AirJordan 11 “Concord” release date, but now we have another official confirmation from Nike in the form of their release schedule being posted to NikeTalk.com. So that’s a wrap, it’s official. Again. The product number for the AJ11 “Concord” will be 378037-107, and you should expect the shoe to hit stores in December 2011 for $175."

At NAMe BrANDERZ we love and admire the strength behind the Jordan brand. It seems that people can connect with everything the symbol represents which is an unquenchable desire to win. The Jordan logo is a representation of MJ's determination to reach an unmatched level of success which included five MVP awards, ten All-NBA First Team designations, nine All-DefensiveFirst Team honors, fourteen NBA All-Star Game appearances, three All-Star Game MVP awards, ten scoring titles, three steals titles, six NBA Finals MVP awards, and the 1988 NBA Defensive Player of the Year Award. He holds the NBA records for highest career regular season scoring average (30.12 points per game) and highest career playoff scoring average (33.45 points per game).

Beyond the stats, Jordan was one of the most successfully marketed athletes of all time. His name and brand still resonates just as strong with this generation as the before it. 

Passion Fuels Everything

If you would have told me 3 weeks ago that I would be starting a Branding, Marketing and Production company I probably would have raised my left eyebrow and started talking about something else.


But . . .


When I realized that I could combine my passion for business, music, art, and meeting new people something, inside me said . . this can be done!


I've always believed in having name brand stuff, whether it was shoes, suits, electronics, jeans, or whatever. Growing up in New York you couldn't really survive rollin around in something generic (although my mom frequently tried to get me outfits from CONWAY, yep that's right . . the one right off Fordham Rd in the Bronx). 


To me, a name brand item always represented quality. In today's society there are so many generic relationships, business ideas, photographs, songs, etc. and I feel like there needs to be a Renaissance of Quality! 


This is what I'm passionate about!

Passion is infectious and contagious and if you have enough of it, you can spread it to those around you. It seems at NAMe BrANDERZ we've been rubbing off on everyone we've come in contact with . . even investors! Yesterday we received our first endorsement check from a local investor here in Riverside . . 

We are excited about what we are bringing to the music industry and what we will be able to do for local and upcoming artists. Keep showing us love!!