Brandweek reports that Pedigree recently re-launched dogsrule.com in an attempt to add more emotion to and create a buzz around the adoption drive campaign. The re-launch incorporated an interactive element, in which pedigree donated one dollar to the Adoption Drive Foundation for each photo a pet owner upload to the Web site. Pedigree also created a related Facebook application, and added videos to its Web site.
PRWeek reported on New Balance's new brand platform, which involves tapping into a younger 18-to-29-year-old demographic. In a new partnership with Sesame Street, New Balance will be targeting an even younger age group.
PRWeek reported on Starbucks' rebranding efforts, which included the decision to no longer take a role in producing the music it sells in its coffee shops. Just after Starbucks' decision was announced, Whole Foods entered an initiative with Inspire Entertainment, which will involve selling hand-picked CDs in Whole Foods' stores.
PRWeek's Ted McKenna wrote about Hillary Clinton's attacks on Barack Obama's lack of experience. An article in the San Francisco Chronicle discusses how Clinton's continued verbal attacks on Obama, at this late stage of the race for the democratic presidential nomination, may be damaging her reputation among the public, rather than improving it.