Daniel Boulud v. Todd English: Initial Branding

By JULIETTE ROSSANT v. Super chefs have stepped up the branding battle this month, as both Daniel Boulud and Todd English launch more initialized products tete-a-tete. Daniel is launching "DBK," the Daniel Boulud Kitchen of stainless steel cookware, cutlery, tools and gadgets, and spice blends, with its own online website: danielbouludkitchen.com. DBK kitchenware is available at Macy's and Bloomingdale's (both conveniently owned by Federated Department Stores): Daniel will be touring their stores in major cities around the nation from now through December. The Todd English Collection debuts on the Home Shopping Network (HSN) on November 7 (11:00 p.m.-midnight) and November 8 (12-1:00 p.m., 6-7:00 p.m.), when he "unveils his exclusive line of kitchen and entertaining products that will inspire the gourmet in everyone." HSN already lists four "Todd English" products, namely three of his cookbooks and a "Todd English Wine Sceptre Wine Cooling System." Coburn Communcations, a PR firm with major strengthn in Beauty and Fashon, is handling inquiries. (Coburn Communications also handled Todd's as-yet-unaired TV show Open Kitchen -- see previous article.) Coburn shared with superchefblog photos of the wine scepter cooling system (above) and the rustic dinner valet (below): the rest will be revealed on November 7 and 8. Joy Mangano is indeed part of the creative effort, as we reported earlier (see previous article). And so the heat is on: Which strategy sells better -- in-store presence around the country at Macy's and Bloomingdale's, or 89 million household viewers on HSN? Whose brand sells more? Whose kitchenware sells better? And the $64 million question: which works better, a three-alpha set of initials (DBK) or only two (TE)? Stay tuned... super chefs: Daniel Boulud Todd English Previous articles: Daniel Boulud: Making It Big on Oprah's O Todd English: Pots and Pans Pucked? Todd English: Trip Over Table? From Boulud's gourmet hamburgers arise... delicate Philly cheesesteaks? Technorati Tags: superchefblog, super chef, celebrities, chefs, food, restaurants, cooking, branding, cuisine, television, marketing --> back to superchefblog