Category: brands
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Redefining Luxury
Here’s a thought about the concept of luxury. Luxury has always been about brand; the name, the label, the notion of the world you are buying into, exclusivity, individual expression of choice, and the experience that that brand provides; the shopping experience, personalisation, the delivery and service, the look, the feel, the smell, the touch,…
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…if it wasn’t for you meddling kids…
Three vaguely related but fascinating pieces here on the changing face of marketing to youth: 1. BusinessWeek on ‘The Children of the Web’ including the Axe ‘Bom Chicka Wah Wah’ story and the challenges of the new global market 2. Mashable on ’12 of the Best Music Social Networks’. Useful if you’re a music fan…
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Sustainable Food
This presentation from the Sustainable Food Lab came 3rd in the Slideshare list of great presentations I’ve talked about below. I’m posting it separately not only because it’s a great presentation, but because it deals with such important issues in a pretty inspiring way. I don’t know what the exact criteria was for winning this…
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On a mission
So, brands should be generous. Like Amelia’s JFK school of branding, they need to ‘ask not what your consumer can do can do for you, ask what you can do for your consumer’. Co-creation, consumer power – it’s all clear, right? If it is, then companies should be embracing this philosophy not just in their…
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My Karma ran over your Dogma
I like Karma. Call me an old hippy but Karma rules. At the recent AAAA conference Jim Stengel (P & G’s Global Marketing Officer) described a quite profound cultural shift that the world’s biggest marketer is undertaking in its advertising models: “It’s not about telling and selling. It’s about bringing a relationship mind-set to everything…
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The R in CSR
There’s been an interesting debate in the plannersphere about the success or not of the Red initiative. For what it’s worth, I can understand why some think it has stalled in the face of consumer cynicism but it operates off a unique model so perhaps it’s a little early to say for sure. But it’s…
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How many stories are there?
Brands tell stories. But how many different stories actually are there? Are there really only so many ways to construct a narrative? And if so, how many? This is the question answered by Christopher Booker in his book ‘The Seven Basic Plots – Why We Tell Stories’. Booker’s theory is that all stories, whether it’s…
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Consumers are pigs
“I like pigs. Dogs look up to us. Cats look down on us. Pigs treat us as equals.” This is a quote from Winston Churchill. How should brands treat social media? With caution, according to Richard at AdLiterate. His slideshow on the subject (‘Brands and 2.0…Proceed with Caution’ ) captures eloquently exactly why social media…