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Posted by "Laure Claire" & "Benoit Reillier" at 9:10 - 0 Comments

As you know we like platform businesses, and proposed a generic definition in a previous post. Out of the list of the most valuable brands in the world (or firms with the largest market capitalisation for that matter) we believe that many exhibit characteristics of platform businesses.

Here is an updated ranking of the top 25 most valuable brands in the world in 2014 to refresh your memory.

Posted by Creativity Marketing Centre at 4:05 - 0 Comments

The Creativity Marketing Centre (CMC) @ ESCP Europe hosted the 2014 Spring Research Camp on Consumer Creativity on 9 June, 2014 at the ESCP Europe London campus.

Dr Marie Taillard, Director of the CMC, and Dr Tom van Laer, Assistant Professor at ESCP Europe and conference chair, welcomed participants and delivered the opening remarks.

The event brought together more than 100 leading international scholars from the most prestigious organisations in Europe and beyond, working at the intersection of creativity, marketing and consumer behaviour. 2014 Master in Marketing & Creativity (MMK) participants also attended the event.

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Posted by Tom van Laer at 3:50 - 0 Comments

The fourth season of Game of Thrones has gripped scores of people with its epic storyof warring factions in a strange and changing landscape, dragons and dire wolves, incursions and sieges, plots and betrayals, battlefield brilliance and cunning with coin. So unsurprisingly, that won't be the last you'll see of it. There are to be more series, and possibly even films.

Posted by Ben Voyer at 9:48 - 0 Comments

China is seen as an "Eldorado" by many luxury brands, and is expected to become the world's largest luxury market in a very near future. As a consequence, many luxury brands have been heavily relying, over the last decade, on Asia and China to grow. But recently, Burberry has announced its growth in Asia, for the coming years, would come from Japan. The growth rate on the Chinese luxury market is still expected to be around 2%, but figures are down from 7-15% in the previous years.

Posted by "Laure Claire" & "Benoit Reillier" at 16:24 - 0 Comments

Since we declared our love to platform businesses in a previous post it is only fair for us to try to provide a definition of what we mean by platforms before explaining in more detail why we love them.

A plank, a raised floor, Lady Gaga's favourite accessory…

The apparently innocuous question around the definition of "platforms" raises in fact many issues. The traditional definitions of the term are not overly helpful and even its business usage seems to be loosely used in the context of  "something upon which you can build something else".

It is in this latter context that a manufacturer would for example say that "the Jaguar X type uses the same platform as the Ford Mondeo". This is a very generic use of the term and we believe we need to think through a more precise definition for what we refer to as "platform business model" like eBay or others.

Posted by Ben Voyer at 14:29 - 0 Comments

Being creative in research sometimes is about challenging taken for granted ideas, and investigating the opposite of what other researchers are doing, as recently demonstrated in a research seminar at ESCP Europe Business School. Take a widely accepted fact in the pop culture: envisioning a positive future increases motivation and results in real success. But is this actually always the case? No, according to a series of research papers presented by Dr Heather Kappes from the London School of Economics and Political Science (LSE), during the Creativity Marketing Centre research seminar series. 

Posted by "Laure Claire" & "Benoit Reillier" at 10:03 - 0 Comments

Platforms are the dirty little secret of many hyper growth businesses

Platform businesses, such as eBay, Google and Facebook have been booming over the past few years.  More recently firms like Twitter, Airbnb or Etsy have further confirmed the potential of these new, ecosystem driven, business models.

Posted by Ben Voyer at 10:23 - 0 Comments

Creative marketing techniques do not have to be revolutionary! Some of them have been used even before marketing became a discipline, and still do wonders. Secrecy and mystery surround a product is one of them. I was recently interviewed by CNN International on what makes Coca Cola's secret recipe such a clever marketing technique. Companies have often used secrecy as a marketing tool. The very idea of mystery is one that attracts attention, and is often seen as an element of quality - 'if they are doing all these things to protect the recipe, it must be a valuable product', would a typical consumer think. In sum, in the mind of the consumer, secrecy signifies that the recipe must be 'so good' that it needs to be kept secret - which then reinforces the idea of quality.

Posted by Tom van Laer at 12:25 - 0 Comments

I recently saw the documentary Manakamana by Stephanie Spray and Pacho Velez, in which pilgrims make an ancient journey in a state-of-the-art cable car. Their rides unfold in real-time, highlighting interactions with one another, the landscape, and this strange new mode of conveyance. Through these encounters, the film opens a surprising window onto contemporary Nepali lives, propelled along by the country's idiosyncratic modernization. There is double sensory consumption: Both the pilgrims and the viewer experience narrative transportation, though of a different kind.

Posted by Ben Voyer at 12:27 - 0 Comments

A first important point to discuss in addressing the question is to understand the difference between a) creating needs and b) understanding  / addressing needs. An electricity provider, for instance, addresses a need that most consumers have: that is, being able to power their house. If it understands its consumers well, it might also use sustainable energy sources, to address consumers concerns for a greener environment. The value for consumers is then strong and apparent, and is so in the case of all the needs that are understood and served by companies in a genuine and honest way. Often, needs that are understood and addressed by companies in such a way are basic or core needs, using terms from Maslow's hierarchy of needs. Creating needs, on the other hand, refers to practices where marketers try to convince customers that the product or service they sell addresses something they need (push strategy). This could be said to be the case, for instance, of many kitchen appliances, which we buy and use only once a year. Remember that yoghourt maker from the 1980s? Or all these products you sold on EBay just after you bought / received them? Creating needs is generating value on the company side, as consumers are attracted to novelty. But it does not necessarily generate value on the consumer side. It can actually create distrust, as consumers are less likely to be convinced by a product or service from the same company, the next time they see one!

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