HMV has revamped its famous dog and gramophone mascot for giving it a more contemporary feel.

The revamped logo appears in a black and white square instead of a pink circle and is detached from the main HMV logo.

From Dailymail.co.uk:

The dog mascot – called Nipper – will take on the role of a quality mark to “gently reassure” customers about HMV’s heritage and expertise, the firm said.

Nipper first appeared in an 1898 oil painting called His Master’s Voice.

HMV’s previous overhaul of its logo took place around 15 years ago.

The music chain’s new branding will feature the pink-coloured letters HMV with the addition of the words “get closer” underneath.

It was developed as a result of a major brand review to engage with shoppers “in a more relevant way”.

HMV’s new marketing campaign encourages shoppers to “get closer to the songs, films and games they love”.

The pink HMV Get Closer logo plus the black and white Nipper mascot will launch next week.

The dog logo had been changed to make it look more contemporary, HMV marketing director Graham Sim said.

Two Canadian companies were able to achieve unexpected profits by the addition of a mobile social media feature to their complete marketing campaign.

Phil Barrett, vice-president of digital and mobile at B-Street, said “”We were trying out a new strategy, so we allocated a large chunk of the budget to traditional channels and a smaller amount to the mobile Web, so as not to scare the executives,”.

From ITBusiness.Ca:

Barrett said it was important for the project to develop a standalone mobile Web site and not a “shrunken version” of the online site to provide users with an inherently unique Web experience.

The result he said was that, there were five times more consumers accessing the mobile Web sites than the other online sites.

The Quebec mobile site for Gadoua was the most popular site in the province for eight weeks — that was days after the marketing campaign.

Yahoo even called up B-Street to tell them the mobile site for Wonder+ was among the “best performing sites” they saw.

Cara Foods Ltd. is another Canadian firm that experienced spectacular results from its mobile marketing campaign, according to Brad Cressman, director of sales and marketing for Sympatico.ca Mobile Network.

Cara Foods – which owns restaurant chains such as Swiss Chalet, Harveys, Milestones, Kelsey’s, Montana, Coza and Cara Airline Solutions – had an online site but it was not optimized.

Barrett remarked that the results with just 10 percent of the budget on developing a mobile marketing component and a mobile Web site were five times more consumers accessing the mobile Web sites than the other online sites.