Irvine-based real estate marketplace Auction.com, whose parent company, Ten-X, agreed this month to be acquired by Thomas H. Lee Partners LLP for about $1 billion, unveiled a new logo, a “Beyond The Bid” slogan, and an “updated design aesthetic that reaffirms its commitment to provide buyers and sellers with optimal disposition strategies for faster executions.” The campaign, developed by Blue C in Costa Mesa, also includes a microsite, brand book, videos and digital and print advertising.
Chief Marketing Officer Colleen Lambros said, “Our previous brand only reflected a portion of the overall value that we provide to our buyers and sellers today. By refreshing the brand, this audience can better understand the capabilities and the value we offer through developing the most cutting-edge technology, products and services … Now, with THL’s support, we have access to additional strategic and financial resources that will directly translate to the innovation of our technology and expansion of our global footprint.”
The rebranding coincides with the website’s 10th anniversary.
Into Tech Gear
“Gone are the days of flipping through pages of novel-length owner’s manuals,” says Genesis Motor America, the Fountain Valley-based automaker that introduced a “Genesis Virtual Guide” for its 2018 G80 and G90 vehicles.
The app uses 2-D and 3-D overlay images to provide information about repairs, maintenance and vehicle features; users can hold their smartphones or tablet cameras in front of an area of the car, and simple-to-understand visuals appear, according to Genesis. For example, positioning a device camera over the engine bay will activate an augmented reality feature and maintenance instructions for each part of the engine visible.
The app also has a “button scanner” that uses the device camera to inform owners about interior buttons via video.
“As a new luxury brand we continue to focus our efforts on continually evolving customer expectations and innovations,” General Manager Erwin Raphael said in a statement. “Our mobile app strategy is designed around empowering our customers and helping them to save time and frustration. The Virtual Guide provides our owners with a new way to learn about and get to know their vehicles.”
Retro Duds
Hybrid Apparel’s newest fashion line, Love Tribe, got a license from Nickelodeon to launch a retro line of apparel. The collection, available exclusively at Macy’s, features characters from “The Ren & Stimpy Show,” “Rugrats,” “Hey Arnold,” “Spongebob Squarepants” and other series.
“The appetite for Nick ’90s continues to grow and Love Tribe has really delivered on this new collection that captures the nostalgia that young female fans have for our shows,” said Pam Kaufman, Nickelodeon’s chief marketing officer and president of the global consumer products division. “With back to school shopping kicking off this month, we cannot wait to see how our fans style these pieces at school and beyond.”
Cypress-based Hybrid Apparel, which has about 750 employees, designs and markets branded, licensed and private-label apparel. Private equity firm Altamont Capital Partners in Palo Alto invested in the firm in 2014.
Bits & Pieces
SmartBug Media in Irvine hired Jen Spencer as vice president of sales and marketing. She oversees its sales, marketing, and brand strategy; extends the company’s leadership among the HubSpot partner network; and provides a competitive entry into several new market segments. … M2 Marketing and Management in Santa Ana will work with Keurig Green Mountain Inc. on the launch and management of a direct-response television campaign featuring its K50 brewer. … Tustin-based swimwear manufacturer Manhattan Beachwear Inc. promoted Katie Dawley to senior vice president of global sales for all brands. She joined the company in 2010 as corporate sales manager and was promoted last year to vice president of sales for the Lauren, POLO and Chaps brands.
