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Posted by Peter Stephenson-Wright at 13:50 - 1 Comments
Once upon a time, brands were only something that manufacturers created to try to capture the finest qualities of their products. But today, we see a growing demand from consumers to be deeply involved in the co-creation of the brands they love - and a growing ability of digital channels to let them do precisely that. We have a new generation of brands that live so strongly in the consumer's tweets and minds that now it's the unreliable and ephemeral product that's striving hard to live up to the tangible edifice of the brand image. These thoughts crossed my mind as I considered two of the UK’s biggest news stories over the past week.
Posted by Benjamin Voyer at 12:45 - 2 Comments
When people see a brand as a creative one, they expect any of its moves (e.g. new product launch, TV ad, etc.) to be creative ones. On the one hand, this is highly positive, since having a reputation of being creative means having a lot of attention around one’s initiatives. But these expectations can also backfire. If you are not consistently perceived as being creative, then you disappoint! Even if you are still significantly better or more creative than the competition.
Posted by Luca M. Visconti at 10:17 - 0 Comments
Over the last decade street art creativity has entered various domains of consumer life, such as public space (e.g., the apartheid wall in Palestine, JR’s ‘Women are Heroes’ project in Brazilian favelas, etc.), museums (such as PAC in 2007, Tate Modern in 2008, and Centre Pompidou in 2011), art auctions (both off line and online), street wear (e.g., Adidas, Diesel and Puma), commercial communication (Ikea, Nokia, Porsche), and even luxury (e.g., Stephen Sprouse’s 2001 Graffiti collection, re-edited by fashion designer Marc Jacobs in 2009, for Louis Vuitton).
Posted by Tom van Laer - @tvanlaer at 10:48 - 0 Comments
In the past ten years, social media have revolutionized the way people communicate. Each day, 483 million users log on to Facebook. Each minute, 72 hours of video are uploaded to YouTube. Each second, 4050 tweets are “tweeted” out onto the Web, to a worldwide community. These numbers have been growing exponentially. Many businesses are now providing services in these and other social network sites.
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 Chris Halliburton - @challibu at 10:25 - 0 Comments
Some decades ago the original marketing guru Ted Levitt wrote a seminal article entitled “Marketing success through differentiation – of anything”. Since then differentiation is seen to be central to both strategy and to marketing – the key question is how to differentiate, as there are a myriad ways to do so. I would contend that creativity is at the heart of this question and that this applies to all businesses – do you agree?
Posted by Benjamin Voyer at 10:31 - 0 Comments
During my career as a marketing practitioner – and still these days as a marketing consultant – I have worked for very different types of companies and in different industries: Fast Moving Consumer Goods (FMCGs), public institutions, banks, commodity suppliers…
Posted by Tom van Laer - @tvanlaer at 11:50 - 1 Comments
Companies are used to arguing their case. If you send in a complaint, you get an explanation in return. But if there is one thing complaining consumers do not want to hear, it is a dry list of facts. People who vent their emotions on the Internet want those emotions to be accepted. They want emotional relief. It works best to allow for that emotion. Therefore, companies should always begin with an apology and creatively tell the story from their perspective.
16/11/2012
Value as process
Posted by Vlad Glaveanu at 11:31 - 1 Comments
Questions about value and its emergence stand at the core of many disciplines across the social sciences and the humanities. This is how, today, we have philosophical reflections on value, we enjoy pragmatic definitions given by economists, structural approaches specific for sociology and subjectivist approaches typical for psychology, and even get to be annoyed by rhetorical takes on the notion employed in political discourses and mass-media communication. Value, it is claimed, is “produced”, it “exists”, can be “increased”, and sometimes (unfortunately) is “lost”. But who exactly are the actors of value creation, maintenance and loss and where exactly do we need to look to find value and measure it? These, it seems, are pressing questions for any student of marketing and consumer behaviour.
Posted by James Henry - @seamushenry at 9:37 - 0 Comments
Creativity Marketing might seem to be the most appropriate term to describe the more intriguing and clever marketing efforts of various companies, charities, institutions and just about any other organisation that engages in marketing. Time after time, we discover brilliant campaigns that work so well because of their creative simplicity. These examples however are often the result of intensive work by agencies or in-house marketing departments, but what if we could enlist the help of an existing consumer base to do the work for us? A consumer base whose numbers stretch into the hundreds of thousands, and one which is very capable and very smart, most having some form of third level education. This consumer base is so devoted to your brand that they are willing to spend nights and weekends acting as an extended branch of your R&D department, finding and suggesting improvements to your products that your best and most skilled employees may overlook.
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Posted by Tom van Laer - @tvanlaer
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Posted by Peter Stephenson-Wright
at 12/02/2013 13:50
How should companies respond to stories in social media? - 1 Comments
Posted by Tom van Laer - @tvanlaer
at 19/11/2012 11:50
Value as process - 1 Comments
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