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Posted by Alkmini Gritzali at 14:25 - 0 Comments
In the modern marketing theory, all products are considered as services, co-created by the producer and the consumer (Prahalad & Ramaswamy, 2004; Vargo & Lusch, 2004). In some cases, such as the DIY or IKEA furniture, co-creation is literally the case, as consumers actually build themselves the final product. In some others, such as cars for example, this is less profound. In the case of Lego, however, co-creation takes a different direction. The reason why I think Lego is a distinct case is that the actual product the company sells (does not need introduction, but) is a number of different size, multi-coloured plastic bricks. The final Lego product, though, is possibly a brick construction, or many, unique for each Lego user, that can take thousands of forms and meanings. That is, the final Lego product depends on the user, the consumer, in order not to build according to the instructions (as in the IKEA case), but rather to build according to his/her imagination and personal creativity.
Posted by Alkmini Gritzali at 11:27 - 0 Comments
There is no need to introduce once again the influence of social media in people’s lives and their importance for modern marketing. We all know that – due to this influence – the word ‘sharing’ has a new meaning nowadays, namely the sharing of online content. People share content every day: they forward articles to their friends, they email YouTube videos, they send film and restaurant reviews to each other. They retweet and share Facebook statuses and Instagram pictures. In all these cases, they share content about which they hold certain feelings – both love and hate. Most of the time, people share content they love or find particularly interesting, but we cannot ignore the much-hated content that has been shared from time to time.
Posted by Alkmini Gritzali at 9:29 - 0 Comments
Burberry is a brand that needs no introduction. Founded in 1856 by Thomas Burberry, the British Heritage Label is now one of the most famous and profitable luxury retailers worldwide. The brand mostly sells its products to consumers through retail – including digital – having around 200 mainline stores, the same number of concessions within department stores, as well as digital commerce. According to the company’s website, Burberry “was named the fourth-fastest growing brand globally” in 2011/12 by Interbrand as well as WPP/BrandZ, following Apple, Google and Amazon. It has also been included in Interbrand’s “Top 100 Global Brands” for the past three years, and received the Luxury Briefing “Inspiring Luxury Loyalty” award.
Posted by Alkmini Gritzali at 9:42 - 1 Comments
How does a town just disappear? “When I was six, my dad killed himself and we left the old town where I was very happy. Now I go back to look for it, it isn’t there…” “In Search of Oldton” is a digital narrative project – a digital archive of stories, images, artifacts and postings – developed by the author Tim Wright, a few years ago. The project was originally designed to explore the writing possibilities of online media users and to trigger ‘writers of the future’ across the UK. It was a non-profit project, being however directly connected to modern marketing practice. Although not new, and not aiming to capture consumers’ creativity at first, it is, in my opinion, one of the boldest examples of consumers’ collective creativity and value co-creation within the digital era.
Posted by Alkmini Gritzali at 19:21 - 0 Comments
A collection of animated pictures made and published in Vahram Muratyan's blog has now become a book and a very popular YouTube video directed and edited by Tony Miotto. The whole project is based on the comparison between two of the most iconic cities of the world; Paris and New York. Vahram Muratyan, who a graphic designer, said: "It all started when I wondered, if I was stranded on a desert island, what aspects of Paris and New York would I keep? What would be the perfect collection of things? They could be habits, or landmarks or food, anything that would bring the two cultures together in one image."
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