branding
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China Unicom's 3G network to be called "Wo"
We all had that "whoa" moment the first time we browsed, streamed, or torrented off a 3G network -- well, okay, many of us didn't have a "whoa" moment, but stay with us here: China Unicom has officially branded its nascent 3G offering as "Wo," which we think is a pretty cool and appropriate name all things considered. For comparison's sake, this lines up with China Telecom's "e-surfing" brand and China Mobile's "G3" -- so yeah, you might be able to argue that Unicom didn't have any serious competition in the marketing department. Wo's trials kick off on May 17 in 55 markets while construction simultaneously begins on the second round of launches, so it looks like China's finally getting really real with this 3G jazz. Cheers to that, we say.
New 'Platinum Hits' packaging spotted in the wild, looks snazzy
Though we've yet to run into one ourselves, word on the internet street is Microsoft has quietly released new packaging for its bad economy-friendly "Platinum Hits" collection -- specifically, Gears of War. Moving decidedly away from the green and white that we've all come to know over the years, the new packaging adopts a darker tone (which may be why we've only seen it on the M-rated Gears franchise, eh?). What'll become of Viva Piñata's adorable box?!Microsoft apparently doesn't want people to know what it's done just yet, as a representative told us, "We have nothing to announce at this time," though we did spot the banner above on Xbox.com, together with "Greatness is Earned," the new motto found on the Gears of War box. To be clear: Microsoft may have changed the dress on the "Platinum Hits" version of one its key franchises but won't admit to it or explain why -- or even send us a picture. That being said, if you fine folks spot one at your local brick-and-mortar, snap a pic and send us a tip! We give great hugs as rewards!
Hilco / Gordon Brothers acquires Polaroid brand, assets and dignity
After filing for Chapter 11 bankruptcy (again) in December of last year, Polaroid may have just made its last shakeable memory. Today, the Federal Bankruptcy court for the district of Minnesota has approved a motion for "substantially all the assets of Polaroid, including the Polaroid brand, intellectual property, inventory and other assets," to be acquired by Hilco Consumer Capital and Gordon Brothers Brands. If those names sound familiar, have a cookie on us. You see, this very same joint venture picked up The Sharper Image around this time last year, and while it's still unclear what these suits plan to do with the 72 year-old name, we are told that it doesn't plan on shelving it anytime soon. In fact, it's hoping to "partner with a number of global institutions in the ongoing development of the Polaroid brand." Personally, we would've used "revival" rather than "development," but we'll refrain from bursting any bubbles here.
Second Life in a box, now in preliminary beta
After Linden Lab CEO Mark Kingdon's announcement of a standalone virtual world product (essentially Second Life, but able to be run on private servers and with no connection to Linden Lab's virtual world) at the last Virtual Worlds London, the Lab's new director of enterprise marketing, Amanda Van Nuys has followed that up with an announcement that the product (codenamed Nebraska) is now in preliminary testing by a number of organizations. The beta test (Linden Lab calls it an alpha test, but there's no denying that it is a preliminary beta) is being conducted by such organizations as IBM, the Naval Undersea Warfare Center (NUWC), the New Media Consortium (NMC), Intel, and Northrop Grumman.
Prototype MacBook Air found on eBay
This is probably old news for most classic Mac collectors, but it's the first I've heard of it: a member of the forums at MacRumors.com bought a MacBook Air "as is" on eBay, and when it showed up, he got something even more valuable than the envelope-filler: a prototype version. As you can see above, there's no "MacBook Air" nameplate under the monitor, and hardware inside is dated to May of 2007, which is way before Apple officially announced the machine.Apparently someone given an early working version of the notebook has already moved on to the new [REDACTED] that Apple is working on, and has sold off their old prototype of the Air. Very cool -- as I said, collectors know that there are prototypes floating around out there still, but this is the first I've heard of the phenomenon. And I like that it's almost a time capsule back into the beginnings of the product we know now as the Air -- the model name given in the software just says "Mac," so this predates the name we associate with the machine. You wonder what would have happened to a system like this if it hadn't actually gone into production and been released.
Pioneer CEO expects its flat-panel sales to prevail through economic downturn
While some boutique outfits are finding it hard to stay afloat during these cash-strapped times, many are faring just fine. At first glance, it's easy to say that Pioneer is certainly not one of those outfits with nothing to fret over, but according to Masao Kawabata, chairman and CEO of Pioneer North America, things aren't nearly as bad as they seem. In a recent interview, he explained that while he was saddened about the recent events surrounding Tweeter and Circuit City, he still felt that "strong relationships with independent channels" would spur sales. In fact, he noted that "premium products [read: Pioneer products] are not subject to too much of the ups and downs of the economy, and for those who can [afford] the very best they will go and shop for the very best." Make no mistake -- KURO flat-panels and Elite Blu-ray players aren't the cheapest on the block, but we're still hesitant to say they're recession proof.
Shhhh: PLAYSTATION is now PlayStation
You can finally pull the cotton out of your ears (and please throw it away, that stuff's been in there forever). The keen eyes over at PS3 Fanboy noticed that the latest PS3 firmware update added support for not only Flash 9, but a softer voice as well, replacing "PLAYSTATION" with the less obnoxious "PlayStation" when referring to the console's online service and store. It's unknown if this will be reflected across the PLAYSTATION PlayStation brand, but for now both our virtual ears and shift keys welcome the change. And while we're on the subject of welcome changes, if you could stop poking us with pointy sticks sometime soon, that would be great too. Thanks.
Microsoft slips to 3rd on "Top 100 Brands" list
Interbrand, the organization who rates and compares brand value, has released its Top 100 Brands of 2008 which included appearances from each of the hardware manufacturers. Microsoft has slipped to number three this year from second place in 2007 while gaming industry competitors Sony and Nintendo landed at 25 and 40 respectively.Of course Microsoft and Sony's brand value is spearheaded by other divisions within each company that is not related to the gaming industry. Microsoft's overall brand value is based primarily on software as well as its other divisions (including the entertainment division), Sony is based on electronic devices and its film/music holdings while Nintendo is based purely on its gaming divisions and license holdings (such as Pokemon).A few things to note when examining the list: Interbrand rates each company based on how valuable the brand is itself. The listings are not based on the financial worth of each company but on the strength of the brand name and loyalty.
Fox releases X-Files branded iPods
We know -- you've wanted an iPod for years, but you've always wanted one branded with your favorite TV show, and that 90210 version didn't cut it. Boy, is it your lucky day. Fox has released some "Limited Edition" X-Files iPod Classics and Nanos, ready for your purchase right now for only $329.00. You read that right -- you're paying almost $100 for pictures of Mulder and Scully. But surely if anyone's worth it, they are, right?Unfortunately, as TUAW's resident X-Files nerd (well, one of them) Robert Palmer pointed out to me, they're branded with the latest movie's title, not the original TV show, so those who don't actually Want to Believe (y'know, after all these years, why doesn't Mulder just believe already?) will likely be disappointed. But since you can customize them with your name (or whatever else you want on there -- we recommend "Clyde Bruckman"), hopefully the movie's title won't concern true fans too much.[via Chip Chick]
3 Point Entertainment releases Horde and Alliance beer steins
A company called 3 Point Entertainment has apparently been contracted by Blizzard to make some WoW steins -- yes, tired of drinking your ale out of a plain old authentic German stein? Now you can drink it out of a Warcraft-branded, Horde or Alliance themed WoW stein. As much beer as we drink, we can't exactly say we're stein connesseurs, but these look pretty well done to us. Each one features a bas-relief illustration from two artists who've done a lot of work for Blizzard, Glenn Rane and Samwise Didier, and they're made by a company called Ceramarte, apparently a big player in the "beerware" business.They'll set you back a whopping $79.99, though, which seems pricey (although it's been a long time since we went stein shopping, so maybe that's a bargain). Think we could drink our mead out of something a little cheaper, maybe a Thunderbrew-branded sippy cup?
Sears uses virtual worlds for back-to-school marketing strategy
Summer vacation is setting fast. Soon school classrooms will fill back up with eager students looking to display their latest duds and focus on buffing their intelligence. Shopping has to ensue before that big first day back, and Sears and coolness don't go together nor is it the likely first shopping choice. That's not preventing their marketing department from attempting to target teens in the back-to-school spending craze. Sears has a new strategy which is to promote their products and brand name through social networks and virtual worlds frequently inhabited by teens and kids. The new virtual Sears fronts are endless arriving all across the Metaverse. A fashion event will he held in the Sears virtual store in Zwinky's Zwinchester Mall. 3d avatar creator Meez also has Sears B-T-S boutique offering clothing, backgrounds, and animations. Additional promotions will run across Alloy. The Gofish network will be hosting a runway contest in the Cartoon Doll Emporium and also at WeeWorld. Another Sears shop is present in Poptropica and The-N.com. NeoPets has some virtual Sears's goodies in their summer faire event. If that wears you out, Sears wants everyone to lounge around. It's commercial fun for the whole family, well not this blogger. Nonetheless, it's still interesting to see the searing crossover.[Via Virtual World News]
The real .mac opens up with new regulations
ICANN, the ruling body for Internet domain naming, has voted to relax a few rules that will supposedly open up a whole slew of top-level domain names, multiple news sources are reporting. They haven't exactly said why they're doing this, only that it will "preserve the security, stability, and global interoperability of the Internet." Which seems like a good reason, we guess. But whatever the reason, it's good news for people who don't want to use the old standbys of .com or .org -- now, bidding can start for .sex, .xxx, .post, or any other combination of letters.Like, for example, .mac. Yes, for the first time in the history of the Internet, Apple would have been able to make good on its .Mac brand -- except that, as you know, they decided just a few weeks ago to change that brand to Mobile Me. Though we supposed mobile.me is probably out there somewhere.Of course, as we've speculated before, the change to Mobile Me wasn't so much about domain names as it was about just getting away from the Apple brand, and creating a service that both Mac and PC users would be interested in. So odds are that Apple wasn't waiting for .mac anyway. But it is interesting that even though they can finally have it, they don't actually need it any more.Thanks, Darcy L!
Matsushita goes with Panasonic brand name for all divisions
For the few people who knew the brand Matsushita Electric Industrial Co., the company is finally, officially going with the Panasonic brand name we all know and love. After much deliberation, shareholders approved a proposal to change the company's name to Panasonic Corporation. The change will begin in Japan October 1, 2008 with an NYSE symbol change from "MC" to "PC" and will be complete in March 2010 with all products and divisions under the Panasonic moniker. While this won't be a big deal to those of us who know Panasonic for its displays and electronics, gone will be the Matsushita battery, ecology, and welding division names. Good bye Matsushita, it was fun while it lasted.
Lessons learned in virtual worlds
Nic Mitham from K Zero is going to offer up the key things he's learned about virtual worlds in the last 18 months. But who is Nic Mitham, you wonder, and what is K Zero? Mitham describes himself as a "one time corporate strategist, ad man and analyst. Now spreading the metaverse word." K Zero describes itself as a virtual worlds consultancy, 'specialists in connecting real world brands and companies with the residents and environments of virtual worlds.' Mitham's most recent blog post, '50 lessons I've learned in virtual worlds' is an introduction to his upcoming series of reflections on the unpredictable nature of the metaverse. The series of posts will be a look back at what Mitham's seen in the 18 months he's been immersed in the virtual. It's chiefly aimed at those interested in doing business in virtual worlds. Mitham writes,"The point to getting my 50 lessons 'out there' is to attempt to ensure mistakes made by companies along the way are not repeated by others and also to hopefully assist new companies in this space get traction as quickly as possible, because that's in the interest of everyone."That's not to say that only biz types will get something from his blog; the series of insights is likely to have some significance to the people who populate the virtual worlds already in existence, and those who will flock to the birth of new worlds in the future.
Everyone got it wrong about the NASA MMO?
Nicodemus at the Kill Ten Rats blog took great exception to coverage of a recent meeting held by NASA. The meeting took place Monday in Baltimore, and was an opportunity for the space agency to pitch the idea of a NASA MMO to prospective developers. As reported by sites across the internet, the whole thing was a bit of a bust. As we phrased it here at Massively, "In a news post at Gamasutra, it's been related that the Learning Technologies group has, for some reason, either rethought or lost its 3-year/$3,000,000 budget to develop its educational MMO. Instead, they'll be asking any interested developers not only to design and build the thing, but to host it as well."According to Nicodemus, that's completely incorrect. Not only will NASA be offering up a 3 million-dollar budget to an interested company, but the development partner would be able to commercialize the resulting product separately. Further comments from articles covering the event were disparaging of NASA's stance on the use of its logo but the KTR article clarifies that not as a commercial interest, but instead one of proper use: "They have very specific and restrictive rules about how, where, and when the NASA logo is presented. Most large companies have similar rules, but NASA is REALLY picky about it. The logo can't be used in such a way as to imply that NASA endorses a particular product or political stance, or whatever. They were quite clear about their willingness to try to work around this a bit and make it work."The post's author was at the event, felt the tenor in the room, and read over the FAQ at the official NASA MMO site. He came away with a completely different point of view than almost everyone who wrote about the pitch. Hopefully further statements from NASA will clarify this issue in the near future.
NASA MMO stalls on the launch pad
For one brief, shining moment, it was filled with promise. Now, regardless of all the other things it would need to have gotten right, the speculative NASA MMO will also have to learn to fly on its own. In a news post at Gamasutra, it's been related that the Learning Technologies group has, for some reason, either rethought or lost its 3-year/$3,000,000 budget to develop its educational MMO. Instead, they'll be asking any interested developers not only to design and build the thing, but to host it as well.In return, " ... NASA will consider negotiating brand placement, limited exclusivity and other opportunities." Well, gosh, that's awfully big of you. So in other words, some shop will create and maintain an MMO all on its own, with all the associated costs, and if they're lucky, NASA will think about letting them try to make their money back somehow. Tempting, to be sure. It's unknown at this time how many proposals they've received, but it's little things like this that make it plainly clear to us that NASA's head is mostly filled with space.
Promotional Consideration: Humanitarian aid crosses with the DS
Promotional Consideration is a weekly feature about the Nintendo DS advertisements you usually flip past, change the channel on, or just tune out.As we've discussed before, a company's logo or branding can be just as important as the commercials and ads used to promote a product. This week, we'll take a look at a print piece that combines our favorite handheld with one of the most recognizable emblems in the world. Join us past the post break!
Pirates creator criticizes Disney's hesitance to jump into games
At the DICE summit in Las Vegas Wednesday night, Pirates of the Caribbean creator Gore Verbinski gave a chat to game creators about movies, gaming, and his perspective of the industry in general. Beyond his generally complementary comments towards gaming, one particularly interesting aside that perked our interest was the displeasure he expressed towards Disney for not adapting the Pirates universe for an MMO more quickly than they did. According to Verbinski, they didn't even think of starting the project until a few years after the release of the original movie, and did so without his input. Of course, as we all know, they did eventually release Pirates of the Caribbean Online this past year, but Verbinski's comments certainly make us wonder if the game is all that it could have been.As we reported earlier today, Disney has ramped up its efforts in the MMO space considerably, putting a significant capital investment into what they see as an extension of the brand immersion seen in their theme parks. This conflicts somewhat with Verbinski's perception that the studios see MMOs in the same way that they see plush toys. One has to imagine that Pirates of the Caribbean Online would have been met with considerably more fanfare if it had the Pirates of the Burning Sea gameplay under the hood, but at what point does this sort of discussion degenerate into armchair quarterbacking? In this case, while I don't doubt Verbinski's sincerity on this issue, it sure seems like was hamming it up for the crowd.
Cartoon Network to enjoy huge TurnOut
Turner Entertainment, holder of the Cartoon Network brand, has announced its partnership with Outblaze Limited, a web infrastructure company, to create TurnOut Ventures Limited. They will focus on leveraging the character recognition appeal of the various CN franchises into online games, virtual spaces, and the like.What would we like to see come from this? How about an MMO based on Foster's Home For Imaginary Friends, where you can create your own monster? Or a Transformers game, where you can unlock the ability to transform to different vehicles as you level up? Or a Powerpuff Girls title where you are a new model of PG, patrolling the world, dispensing cuteness and justice in equal measure? Is the world ready for this? Are you? Am I? No, I'm not. I'd like to keep game development away from established franchises, thank you. Now, mind you, aside from the football-themed MMO, the article under consideration doesn't specifically mention branded game development, so perhaps we'll be spared the further dilution of once-favorite characters via tacked-on plots and shoehorned game mechanics. I'd like to be right about that, but history continues to prove me wrong. I live in hope!
A year of Promotional Consideration
Promotional Consideration is a weekly feature about the Nintendo DS advertisements you usually flip past, change the channel on, or just tune out.The titling of this post is a bit of a misnomer, as we didn't start this column until early July, so it's more of a "half-year of" piece. No, you jerks, the humor in us beginning our Promotional Consideration retrospective on a disappointing note isn't lost on us.Still, with 26 articles now behind us, one every week since this feature's inception, we've written enough of these to develop a few that are actually worth reading. We've picked out our five favorite Promotional Consideration posts of 2007, carefully hiding them after the post break, that magical realm where anything seems possible.
