Author Archives: Chris J Reed

Johnny Cupcakes bakes a Linkin Park Halloween treat

slide-4This Halloween brand partnership made me smile. Two very cool brands coming together to create something unique, a great customer experience and a real word-of-mouth generating promotion.

Legendary rock bank Linkin Park have teamed up with innovative fashion brand Johnny Cupcakes to deliver a unique, limited edition Johnny Cupcakes t-shirt. Not only that but Linkin Park are giving away their fan club Linkin Park Underground membership with every t-shirt bought.

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The rise of Under Armour into a Super Brand

Johan-Hegg-Under-ArmourDid you know that Under Armour is now the number two sports apparel brand in America overtaking Adidas? This is despite the World Cup where Adidas is an official sponsor.

It is now only behind Nike, but with 22 successive quarterly profit increases surely it’s a matter of time before it overtakes Nike too. Americans love an underdog and that’s where Under Armour began and is positioned against the much more conservative and corporate Nike, Adidas and Puma.

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Can Asian retailers satisfy customers

pix (1)A recent Asian survey on customer satisfaction reported a drop to only 69% satisfaction. That means nearly a third of retail customers are leaving shops unhappy.





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My role in “Meet Me in Starbucks”

starbucks01eI am delighted to have played a leading role in the new global Starbucks campaign “Meet Me in Starbucks” which launches tomorrow. This is how it came about. Read more on My role in “Meet Me in Starbucks”…

Is Brand Beckham a great example of personal branding or a dash for cash?

homme-2011In September’s edition of GQ there are no less than three adverts featuring David Beckham. I can remember none of the brands, two were clothing, one perfume but I do remember Brand Beckham.





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Did Apple and U2 officially make music worthless?

U2 Apple launchMusic stars do want to have it both ways. First they complain that music is not being valued properly, that piracy is killing new music and then they go and give away an entire album and wonder why people don’t value music.

U2 and Apple have continued their collaboration in a much missed announcement at the launch of the iphone 6 and iWatch last week by giving away U2’s new album for free.

U2 have been promised over $100m worth of marketing by Apple in return, however this is merely promoting Apple more than U2.

Why? Because the angle is that you have to have the iPhone and iTunes to enjoy the new U2 music for free. That’s not promoting U2 it’s promoting the platform that you can listen to U2 on. For free.

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Do Manchester United have too many sponsors?

resize_then_crop_540_350Manchester United (MU) recently announced their 40th sponsor/commercial partner. Apart from the MU finance team should anyone else be happy about this? Does it work from a marketing perspective for any of the sponsors?

Why would a brand want to be one of 40 sponsors? The more brands who are associated with a football club the less likely they are to be seen or to have any cut through.

The Champions League actually cut the number of their sponsors, charged more but gave them more coverage and as a result audience recognition of who they were increased dramatically.

How can MU justify the monies charged with the decreased share of voice that they are then offering? They have sponsors for everything.

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Would you rather be fabulous than medium?

imagesAn innovative female clothing brand from Holland is changing the way that women are viewed by clothes shops. Instead of having small, medium and large than have gorgeous, amazing and fabulous. Read more on Would you rather be fabulous than medium?…

YouTube turns Bethany Mota into a social entrepreneur

bethany motaWith 6.5 million subscribers on YouTube 18 year old video blogger Bethany Mota is a fashion retail superstar. She has also just created a ground breaking product and brand partnership with retail brand Aeropostale.





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Singapore and brands celebrate 49th birthday

IMG_20140720_162540 (1)I love Singapore’s National Day to celebrate the Republic’s Independence. It’s an amazing day where everyone on the island (who hasn’t left to avoid it) celebrates Singapore’s birthday.

This year many more brands than usual have created special National Day marketing campaigns. I think this is a dry run for them for the big one next year. 50.

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