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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 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.
Posted by Peter Stephenson-Wright at 10:42 - 0 Comments
The outcome of last week’s US Presidential election reminds us yet again of the power of an established brand – including a public personality - when it comes to influencing consumer decision-making. Barack Obama himself characterised the contest as “It's the devil you know versus the devil you don't.” The public went for the devil they knew. (Even if, as Edward Luce pointed out in the Financial Times, “The angel we didn’t know suited him so much better.”)
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 Laurent François - @lilzeon at 9:35 - 0 Comments
If you’re familiar with advertising agencies’ way of life, you’ve already faced comprehensive guidelines, established by global brands. Specs are precise, and it’s still barely impossible to deny them. Even worse, if you don’t respect them, your client can depreciate your fees… But this ancient habit is more and more challenged by new rules. Brands as Innocent Drinks, which topped the 2012 Social Brands List, are progressively changing what guidelines are about.
Posted by Chris Halliburton - @challibu at 9:32 - 0 Comments
Last week’s ‘Marketing’ magazine featured a debate for and against the idea that the top creative marketing talent is to be found in London and that top brands have to pay a premium to lure marketers away from the capital. London is famous of course for its creative marketing talent as evidenced not only in marketing, brand, design & communication agencies, but more generally in the creative industries – theatre, film, fashion, music (e.g. 5 major orchestras compared to other cities), etc. The Saatchi brothers & many other famous admen and businessmen such as Martin Sorrell wrestled the advertising epicentre away from the ‘mad men’ of Madison Avenue in New York to London in the 1970’s and 1980s and arguably this then shifted to Paris and elsewhere in Europe?
Posted by Benjamin Voyer at 10:04 - 0 Comments
Launching new products is something very exciting for a marketing manager, but it can also be a daunting prospect, since the fear of failure can be very stressful. Indeed, many failed launches regularly make it to the classroom as ‘state of the art’ failures – Dasani Water in Europe, Bic Perfumes to cite only a few. One thing I have noticed is that most of these failed launches have in common a failure to educate customers to a new gesture. Offering innovative products with new benefits is not enough to guarantee market success. One requires a genuine ‘education’ to the new associated gestures. One industry that has extensively used education to new gestures is the cosmetics industry – even more so with the launch of cosmetics for men – think about it: how do you educate customers to go beyond after-shave products to a more complete care solution?
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