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Posted by Marie Taillard - @marietaillard at 10:53 - 0 Comments
Several of us at the Creativity Marketing Centre have been working around the idea of Brand Ecosystems for some time now. The notion of ecosystem has been around the marketing and strategy fields for some time, but never sufficiently explored. The age of co-creation, crowdsourcing, communities and C2C challenges brands to think beyond the natural boundaries of the firm and its traditional value chain and makes it more urgent for this idea that many different types of people contribute to creating value, to be fully fleshed out and turned into a productive framework for managers to exploit.
Posted by Marie Taillard - @marietaillard at 10:47 - 0 Comments
In the morning-after analyses following the 2012 US Presidential elections, most pundits agreed on one particular point that had gone very right for the Obama campaign and terribly wrong for the Romney campaign: their respective ability to gain real competitive advantage from the masses of voter data available to them. Both of the campaigns had bet heavily on being able to extract value from the thousands of available databases containing voters’ leanings on political and social issues, previous endorsements and donations, from sources ranging from social media to registration records to door-to-door canvassing reports. For the Democrats as well as the Republicans, data management was a key strategic focus, albeit a daunting one, as the potential of so-called Big Data as a game changer in gaining valuable insights into voter intentions and behaviour was well known to both candidates. IT professionals and analysts on both sides had been working for more than 18 months on ramping up their projects, which ironically shared one feature: they both bore the names of large cetaceans, Obama’s Narwhal and Romney’s Orca (the orca is the only predator that goes after narwhals). While interviews with Obama campaign staff and volunteers suggest how much they benefited from the Narwhal data in the months leading to the elections, the Orca team had to admit defeat early on election day when the system went bust and failed to deliver. The rest is...history.
Posted by Marie Taillard - @marietaillard at 9:22 - 1 Comments
In the age of social media, “conversation” has become a bit of a buzzword: we try to engage customers in “conversation,” we encourage our business partners to continue the “conversation,” we carry out conversations with total strangers on forums, tweetchats and other ephemeral platforms, our conversations take place 24/7, across continents on Skype, on our smartphones, sometimes verbally, sometimes manually, using texts, BBM, Whatsapp, Faceboook and more. The basic one-on-one, casual conversation has evolved into a multi-faceted, geographically dislocated, multi-media facilitated phenomenon.
Posted by Marie Taillard - @marietaillard at 9:59 - 0 Comments
A recent Marketing Week article covering our June Big Data and Creativity Conference features the case study of the Caravan Club and the issues it faces in dealing with the large quantities of data it generates. According to Tony Lewis, their Head of Member Marketing, they find it difficult to squeeze out the full value of the data collected from different sources. I really liked his comment that "not until you work out what shape to mould it into, does it take any shape and make sense."
Posted by Marie Taillard - @marietaillard at 16:13 - 1 Comments
Creativity Marketing is not about throwing away the know-how and theory that make up marketing as a practice or an academic discipline. It is about questioning and challenging, exploiting paradoxes, injecting audacity, turning ideas on their heads and connecting divergent dots. It embraces a different way of thinking about the relationships between customers, producers and other participants in the value chain. It redefines value and value creation. It places creativity in a head-on collision with rigour and analysis to spawn greater relevance and focus in "market making". In the spirit of Creativity Marketing, this blog is to be co-created by researchers in different fields around creativity, marketers, marketing students, consultants, strategy experts, journalists and whoever wants to contribute to our collective thinking.We'll look to share our research, our teaching, our findings, our activities and our events. We'll try to ask questions, provoke reflection and encourage discussions. In other words, we will put Creativity Marketing at work and continue to build it.
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