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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?
Posted by Peter Stephenson-Wright at 10:46 - 0 Comments
Mistakes are wrong, right? Well, no. A fundamental characteristic of Creativity Marketing is the drive to find new and unexplored solutions to problems. And that means taking risks and travelling into uncharted territories, living dangerously with the prospect of making mistakes. The problem is that traditional marketing organisations are not set up to tolerate mistakes, even less so to reward them. And yet, mistakes can actually add value to the company. How? Mistakes show the way not to go, they save the organisation from future mis-steps.
Posted by Vlad Glaveanu at 9:56 - 0 Comments
The age-old question of where creativity (or creation more generally) comes from and what it is has become something of a modern obsession. Pick up any newspaper, read any job application, any company’s mission statement or (if you fancy) any post on dating websites and there it is! Creativity is wanted, desired, required, shown, cultivated, etc.etc. But what IS IT actually? Nobody can tell. And this is because, just like many other abstract notions that we often use in daily life, the scientific definition becomes almost irrelevant. We operate with more or less overlapping ‘implicit’ definitions of creativity and, even for one and the same person, its meaning can change from one context to the next. In a sense this is creativity turning onto itself, constant re-creation and liberation from the constraints of science and its systems of classification.
Posted by Minas Kastanakis at 12:42 - 0 Comments
With the phenomenal expansion of (the crisis-resistant) luxury markets, certain issues - highly relevant for contemporary luxury brand managers - are in need of an effective and creative approach. In a recent article of mine, published as the lead paper in the Journal of Business Research (vol. 65, 10, p. 1399-1407), my co-author Prof. G. Balabanis and I, look into some of these consumer trends. Luxury brands try to leverage particular meanings and themes to fuel consumption. Academics, for example, usually argue that the true meaning of a luxury lies in its uniqueness, rarity, and the inability of the masses to obtain it. On the contrary, we see that managers (who are engaged in the day-to-day battles in luxury markets) are stretching the boundaries of access to luxury brands.
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."
Posted by Claûde Beaupré - @Beaupsy at 12:04 - 0 Comments
At least ten times a day, I find myself scrolling through my Twitter feed, anxiously looking for exciting new marketing ideas in my trusty list of my favourite publishers. The other day, I noticed that one such publisher has the ability to reel me in, nine times out of ten – Fast Company. After much analysis, it’s clear to me that Fast Company is providing attractive content about creativity, but they’re also doing it in a holistically creative way, which truly makes all the difference.
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