Beneath the Brand | A Blog for Leading Marketers

CATEGORY: Entertainment

Why Martech Companies Should Be Terrified of Facebook, Google, and Amazon February 28th, 2017 by Contently on Digital Pivot
	In ad tech, there’s Facebook and Google, and then there’s everyone else. In the first quarter of 2016, revenue rose 21 percent year over year, according to the Interactive Advertising Bureau—but 90 percent of that growth went to Facebook and Google. It’s no wonder that industry experts like Jason Kint, chief executive of Digital Content Next, refer to the pair as a duopoly.

Kylie Minogue And Kylie Jenner Spar Over 'Kylie' Trademark February 8th, 2017 by Forbes on Beneath the Brand
	Australian singer, songwriter, and actress Kylie Minogue has cause for celebration after beating Kylie Jenner in a legal battle over the trademark of the name Kylie. Kylie Jenner (and her sister Kendall) submitted U.S. trademark applications for their respective first names back in 2015. Kylie wanted to protect her name in relation to advertising, entertainment and personal appearances...

Pre-Sales For 'Rogue One' Crash Fandango's Site -- And Disney Benefits From It November 29th, 2016 by Forbes on Beneath the Brand
	The release of blockbuster movies has become a series of events now, from big casting news, to countdowns and teaser trailers for trailers, to the actual trailers themselves, and now pre-sale tickets. If you’re suffering blockbuster marketing fatigue and feel as if the hype cycle never ends, that’s because it doesn’t.

The New Video from Band of Horses is Also Branded Content for Sonos June 6th, 2016 by Digiday on Digital Pivot
	The phrase "dad rock" as an epithet for music made by/for square dudes who were probably hip in their twenties has, mercifully, gone out of style in the two years since it was minted. But it's not really a put-down to describe the new Band Of Horses track, "Whatever, Wherever" with the phrase—it's just accurate. The song is built around the group's signature harmonies, light melodies...

Why So Many Brands are Making Documentaries May 23rd, 2016 by Digiday on Beneath the Brand
	Atlanta based hip-hop artist Stic Ibomu reformed his eating ways when he turned vegan. His story is one of five that food brand MorningStar Farms chronicles in its new docu-series “The Veg Effect,” which is trying to get people to eat more vegetables. The Kellogg’s brand is not alone. With the ascent of on-demand video...

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