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Posted by Dr Marie Taillard @marietaillard at 4:42 - 0 Comments

Much of our marketing teaching in recent years has focused on getting future marketers to move beyond product focused marketing to consumer centric strategies.  But these strategies are now beginning to feel outdated in a context of multi-stakeholder interactions.

The once clear boundaries between the roles of consumer, employee, supplier, retailer, distributor, media and other stakeholders are increasingly blurry.  Users are also designers at Mozilla; fans are product managers at LEGO; consumers are charity contributors at Warby Parker; customers are suppliers at Etsy; and so on.  Firms and their brands mediate these swaps, but don't always control them.   In cases such as the hijack of Cognac brands by rap artists[1], brand ambassadors were not hired by Courvoisier or Hennessy… they simply went up on stage and grabbed the microphone. Stakeholders gladly usurp the media by taking to social networks where they comment on their experience working for, buying from, or selling to a firm or its brands.  In other words, markets can become a free-for-all in which almost anyone gets a chance to take on whatever role suits them best as long as others will recognize it in some way. In this context, customer centricity begins to feel dated and tired: who is the customer anyway?  Is she the young engineer being courted for recruitment by a tech start-up, or the foodies trading recipes on, or the student who hitches a ride from Barcelona to Bordeaux through Blablacar? The point here is not to suggest a move away from customer centricity, but rather that customer centricity as it is currently conceived, is simply an instance of much broader ecosystem dynamics in which opportunities to create value can be seized by whoever thinks they can do so while creating value. What I mean by value can be anything from making money to enjoying company on a long car trip, to being proud of sharing family recipes with others.

Posted by Creativity Marketing Centre @Creativitymktg at 7:36 - 0 Comments

The Creativity Marketing Centre hosted a talk on 'Brands vs Publishers: The Race to Leverage Content' with speakers Lee Wilkinson (Vice President, Strategy & Product Management, Hearst Magazines International) and Adrián Ruiz-Mediavilla (Marketing Director, Viacom International Media Networks).

The event took place on 9th July, 2015 at ESCP Europe's London Campus, bringing together industry practitioners and participants from the Executive Master in Marketing and Creativity.

The Publisher Perspective

Arguing that traditional methods of publishing are a sure-fire way to go out of business fast, Lee Wilkinson made the point that it may be too late for those publishers which haven't yet adapted to modern practices. Hearst's experience is particularly noteworthy.

Posted by Creativity Marketing Centre @Creativitymktg at 9:46 - 0 Comments

On 15th September students from the MSc in Marketing & Creativity programme currently studying in Paris visited the offices of The Reputation Squad, an innovative pioneer in new technology and the business of digital reputation management, working for 40 clients across offices in Paris and London.

UK Manager Julien Tissandier and Digital Strategist Benjamin Merritt helped participants discover the importance of digital brand management and the innovative ways that Virtual Reality technologies can build brands.

Posted by Creativity Marketing Centre @Creativitymktg at 6:55 - 0 Comments

Adrián Ruiz-Mediavilla, Marketing Director at Viacom International Media Networks, was invited to speak recently at ESCP Europe's London Campus. He shared key insights on current challenges faced by the industry.

The event took place on 9th July, 2015 and brought together industry practitioners and participants of the Executive Master in Marketing and Creativity.

The Media Perspective

The talk began with an example of how a piece of media can inadvertently become an advert for a specific commodity therein. Adrián cited the trailer for the 1986 movie Top Gun, in which Tom Cruise was seen wearing a pair of Ray-Ban sunglasses. In the wake of the promo and the subsequent film, Ray-Ban sales jumped by 40%. The Ray-Bans were product placement; the actual advertiser was the US Air Force!

Posted by Kudzayi Ngwerume @Kudzayi at 4:12 - 0 Comments

Nestlé recently announced its plans to reduce and scale back its operations¹ in Sub-Saharan Africa citing that the middle class in the region is not growing according to expectations. In a follow-up to the news Quartz Africa² stated that Nestlé might have forgotten to mention that its business focus did not pay enough attention to the potential that lies at the bottom of the pyramid (BOP).

Posted by Creativity Marketing Centre @Creativitymktg at 8:21 - 0 Comments

What is the Secret of Building Brands in a Developing Market?

Apple got it wrong, Samsung got it right.

Feyi Olubodun, General Manager and COO of Insight Communications & International Associate of the Creativity Marketing Centre was invited to speak at ESCP Europe's London Campus. He shared his experience in the Nigerian market with participants from the MSc in Marketing & Creativity (MMK) and Executive Master in Marketing and Creativity (EMMK) programmes.

Feyi Olubodum said "Nigeria is currently recognised as the largest economy in Africa, larger than South Africa".

We have seen so many clients that have tried to come into the market without succeeding and then they pull out. Over the years I have discovered that this real secret is being able to arrive at the confluence ofcommerce, culture and the consumer.

Posted by Creativity Marketing Centre @Creativitymktg at 7:49 - 7 Comments

ESCP Europe's EXEC MBA, in collaboration with the Creativity Marketing Centre, hosted a talk on 'Entrepreneurship & How to Build a Billion Dollar App' with speaker George Berkowski, Founder & CEO of IceCream, Author of 'How to Build a Billion Dollar App', and graduate of the Specialised Master in Innovation and Entrepreneurship, 2002.

The event took place on 9th June, 2015 at ESCP Europe's London Campus and brought together 150 participants from Executive MBA and MSc in Marketing and Creativity programmes, along with industry practitioners.

George's broad experience comes from mainly working at Hailo - a successful taxi app that operates in 18 cities across Europe and Asia, and a few start-ups that he grew and sold. He raised a list of companies that are top players in the mobile industry and built amazing businesses, all worth a billion dollars or more. They include: Uber, WhatsApp, Snapchat, Kakao Talk, Candy Crush Saga, Square, Clash of Clans, Angry Birds, Waze, Instagram, Tinder, Tango, Viber, and Flipboard.

Posted by Marie Taillard at 9:22 - 0 Comments

The Austrian-American economist Joseph Schumpeter is well known for coining the term "creative destruction." The term refers to the cyclical phenomenon in economics whereby markets destroy themselves from one generation to the next.  This phenomenon has accelerated and become more obvious in the 21st century as a result of the internet and globalization. Marketers cannot ignore the fact that markets, whether defined geographically, demographically or by product, cannot be counted on in the long term and have become more and more transient. The markets for instant cameras, for hand-held calculators, and more recently for MP3s have all but disappeared. The reason they've disappeared, or been destroyed,  is simply that new technology, new solutions have been invented that have allowed users of these devices to get the same jobs done - record an important moment, speed up calculations, listen to music anytime anywhere - in less time, more efficiently and often with more benefits.  Not only are the important moments recorded, but they can be shared instantly with anyone in the world, the same patterns of calculations can be repeated on massive amounts of data with little human intervention, and music is accessed from a cloud. Those companies that harnessed creative destruction in these markets were a step ahead of the game and redefined their products and markets in terms of the new jobs they allow their customers to perform.

Posted by Creativity Marketing Centre @Creativitymktg at 10:34 - 0 Comments

The phrase that "any publicity is good publicity" does not always apply.

Luxury brand Rolex faced this matter when they were associated with demonstrations in Milan.

The Italian government hoped the Milan Expo global trade fair would hit the headlines for positive reasons, focussing on the benefits of investing in this Mediterranean country's industries after several years of economic downturn. "In these coming months, the world will be able to taste Italy, its specialities but especially the profound desire it has to write a new chapter of hope," said Prime Minister Matteo Renzi.

Posted by ESCP Europe Business School at 9:24 - 0 Comments

Global brand consulting agency Landor's work for FEDORA - The European Circle of Philanthropists of Opera and Ballet - has just won two prestigious awards: the top prize for best global brand design, at the 'Grand Prix Stratégies du Design 2015' awards ceremony, organised by French magazine Stratégies, and also the prize for best 'Branding/Branding Schemes/Small Organisation 2015' at the renowned D&AD Awards, to be presented in London next month.

This brings to fruition a fascinating collaboration between ESCP Europe Business School's MSc in Marketing & Creativity (MMK) students, FEDORA and Landor, a relationship the School established in 2013.

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