"Morality is temporary, wisdom is permanent."
-- Hunter S. Thompson
July 29, 2007
July 27, 2007
July 26, 2007
Marketing 2.0
"Marketing 2.0 – New Rules, Tools, Skills"
10 Conclusions:
1. Customers are becoming more powerful. They can draw comparisons.
2. The right content. Moral behaviour pays. People will no longer stand for being deprived on their rights.
3. Facilitate discoveries. People want to participate and not merely be the recipients of messages.
4. Facilitate conversation. Engage people in a dialogue.
5. Get people hooked. Useful information brings customers back again and again.
6. Grant recognition. Bonus programmes are made by machines for machines. People, however, want to get to know themselves. Self-esteem is more important than points.
7. Be motivational. "Customer loyalty" is one of the most abused terms of the past 20 years. Lower the barriers to entry, rather than raising them.
8. Shift happens. Creativity is migrating from the agencies to the customers.
9. Experiment. Without experiments there is no innovation.
10. Societing instead of marketing. Understand your customer, allow him to be involved. This creates trust.
[Source: David Bosshart, Gottlieb Duttweiler Institute]
Gen Y, Brands and Trust
Apple, Trader Joe’s, Jet Blue, In-N-Out Burger, Ben & Jerry’s, Whole Foods, Adidas, American Apparel, Target, H&M, Levi's - are some of the most respected brands by the American youth.
Quite interesting to see an air company and a supermarket chain in the list.
[Source: Outlaw Consulting | Via: Fallon Trend Point]
July 25, 2007
"The 12 Kinds of Ads"
Just like when you're working on a brand positioning you know that you can do it by «focusing on one specific attribute», «staking out a point on the price/quality relationship», «associating the brand with some particular usage», «disrupting the codes of the product class», «projecting the image of the user», «associating the brand with objects or symbols» ... there are 12 formats of how you can express a brand idea or point of view:
1) Demo
1) Demo
2) Need/Problem
3) Problem analogy
4) Comparison
5) Benefit illustration
6) Benefit causes story
7) Testimonial
8) Characters/Celebrity endorsement
9) Benefit analogy
10) User imagery
11) "Unique personality property"
July 23, 2007
July 20, 2007
July 16, 2007
Peter Drucker (isms)
"The customer never buys what you think you sell. And you don't know it. That's why it's so difficult to differentiate yourself."
-- Peter Drucker
July 12, 2007
"Food for thought"
"Ideas are like rabbits. You get a couple and learn how to handle them, and pretty soon you have a dozen." -- John Steinbeck
July 09, 2007
July 06, 2007
July 05, 2007
July 04, 2007
"Blue Sky Day"
"On Thursday the 21st June, the longest day of the year, aspiring artists across the country took part in the first ever Blue Sky Day. The quality of the work created was outstanding with participants drawing inspiration from collections in the National Gallery to the blue skies above them."
[Event organized by Cake London]
June 26, 2007
June 21, 2007
June 20, 2007
June 19, 2007
"The Grand Tour"
A very ingenious way of promoting the quality of HP printers (and The National Gallery paintings, of course) and an efective way of generating instant buzz in the streets of London.
[See: "The Grand Tour"]
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