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Posts Tagged ‘Puma’

Which Brands’ ‘Green’ Claims Are Legitimate?

Running a green/sustainable/environmentally friendly brand is obviously a big deal now. Following retail giant H&M‘s promises to use its water responsibly (under the watchful eye of the World Wildlife Federation), we figured we’d revisit the issue.

The public is understandably skeptical of such “sustainability” pledges, especially when made by notorious polluters like BP. It’s sort of like Apple promising to stop using child labor to build your iPhone or McDonald’s swearing by “certified sustainable fish” for its seafood McBites: how much of this is for real and how much of it is just another “greenwashing” corporate reputation stunt?

It’s one thing for a brand to release ads highlighting its environmental efforts but, as the Greenpeace Stop Greenwashing project tells us, most of these companies aren’t really all that interested in making their practices more sustainable–especially if they operate in the energy, automotive or forestry industries.

BP is a great example of a brand that just doesn’t have much credibility in the environmental sphere, no matter how many enthusiastic press releases its team writes. Puma, on the other hand, has begun publishing regular accounts of its supply chain’s influence on the environment, making clear that many of its practices have a serious impact and setting related goals that can be measured statistically.

So tell us: which brands do you trust on the sustainability front? While we’re at it, we have a couple more questions:

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Puma Combines Modern, Retro Technologies to Entice Customers

A rotary-style phone wasn’t the device that led to the unraveling of the David Petraeus ‘Spyfall’ affair, but talking the old-fashioned way certainly would have been a wiser choice than communicating by email.

The retro bright red phone shown here isn’t intended for illicit correspondence–it’s a platform designed by Puma to entertain and inform the brand’s customers at select retail locations worldwide.

Adam Petrick, Puma’s senior global head of brand management, explained how Puma sought to “make our stores more like our brand” during a presentation at the ANA Mobile Marketing conference on Wednesday in New York.

According to Petrick, Puma is an “irreverent challenger brand that makes high performance sports products” and retains underdog status when competing with giants like Nike and Adidas. Still, the company’s association with Olympic gold medal-winning Jamaican sprinter Usain Bolt has certainly aided its marketing efforts.

In order to gain traction in the retail realm, Petrick and Puma tried to “instill a sense of fun in our use of technology”. Here’s a sample of the company’s in-store gadgets and their attention-getting names:

Unsmart’ phones: According to Petrick, the classic red rotary phones like the one pictured above are simply there to “make customers smile”. When visitors pick up the receivers, they hear short audio clips on various topics (not clandestine messages or instructions to report to secret locations).

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Study: Men Love Their Ladies ‘Marginally More’ Than Their Sports Teams

To anyone who has dated (or married) a sports fan whose obsession with their favorite team borders on the maniacal, we ask: Do you hear the Sports Center music in your nightmares? Have you caught yourself griping, “I swear, you love that team more than you love me!” And is that accusation — often shouted when asked to move a little to the left of the TV — really true?

Puma and Droga5 recently designed a UK-based study to determine whether men really love their teams more than their lovely ladies (yes, we realize many rabid sports fans are women, but this study focused only on the stereotypical male fan and his less-than-enthused female counterpart).

This past year, David Droga of Droga5 came up with the idea to measure how much a group of guys love their favorite soccer club (specifically the Puma-sponsored Newcastle United), and then determine how that love measures up to the other great loves of their lives — their wives and girlfriends.

Psychologists from the University of Bristol conducted the research, using 17 men who had been in steady relationships (and also held season tickets) for at least five years. Aside from being asked to answer a number of questions, each man was given photographs of both his team and his significant other, and was then asked to cut those pictures in half (yikes!), while electrodes monitored emotion in the form of electrodermal activity.

The end result? These lovestruck gentlemen may be macho, die-hard soccer fans on the outside, but they are true romantics at heart. Read more