Lexeul Notes

Jul 23

“These tools don’t get socially interesting until they get technologically boring. It isn’t when the shining new tools show up that their uses start permeating society…it’s when everybody is able to take them for granted.” Clay Shirky”

Jul 22

“Marketing historically has been obsessed with the concept of positioning – how you are different to your competitors in your category. Increasingly, great brands are realizing that people don’t see categories and don’t obsess about them. What actually matters is having a point of view on the world, a cultural mission to ask people to rally around.” Gareth Kay”

Jul 1

“The reason that we needed paid contributors before was that there was only economic room for a few magazines, a few TV channels, a few pottery stores, a few of everything. In world where there is room for anyone to present their work, anyone will present their work. Editors become ever more powerful and valued, while the need for attention grows so acute that free may even be considered expensive. Seth Godin”

Jun 10

“

“In mid-2007, six hours of video were uploaded to YouTube every minute. Then it grew to eight hours per minute, then 10, then 13. In January of this year, it became 15 hours of video uploaded every minute, the equivalent of Hollywood releasing over 86,000 new full-length movies into theaters each week.

Now, 20 hours of video are uploaded to YouTube every minute, and it is a testament to the fact that you’ve made YouTube your online video home.”

” Youtube’s Blog

Jun 2

“Advertising should comfort the afflicted and afflict the comfortable.” Carl Ally”

May 25

“If thinking is an intellectual response to a problem, then the absence of a problem leads to the absence of thinking.” Theodore Levitt, Marketing Myopia (1960)”

May 15

“The question for brand managers used to be “How creative can you make your advertising?” That’s not the question anymore. Now the question is “How creative can you get when providing the solutions customers want?” That’s a big change in focus. Wouldn’t you say? Adfreak”

Apr 29

“As an industry, we have to stop just looking for ways to “build brands” through messaging and start looking for ways to actually help people have better days and build better lives”. Paul Isakson”

Apr 8

“Ads interrupt whatever it is people are engaged with, and try to engage them in a conversation the consumer has shown no interest in starting in the first place.” Steve Henry, founder of HHCL

Content or distribution ?

We spend 90% of our money distributing an idea and 10% on the content of the idea.
Yet we spend 90% of our time and interest on the content of the idea and 10% on it’s distribution. Gareth Kay

“You learn more from failure than you do from success but the key is to fail early, fail cheaply, and don’t make the same mistake twice.” Lafley, P&G CEO

Apr 6

We have no money. We shall have to think" W. Churchill

Green marketing

“The key tactic for retail green marketing remains customer education. The famous debacle of Iceland (frozen foods) going all organic in 2001 was in retrospect a failure of education – so that people really just get left wondering why their peas where suddenly a bit pricey. Whereas the 2006 M&S ‘look behind the label’ campaign which explained the thinking behind such innovations, was reported by banking retail analysts (Citibank) as ‘the most successful marketing campaign in the company’s history’.” John Grant
When people appreciate the benefits to the environment and to their own health of eating organic foods, then the ‘premium’ no longer seems like simply ‘paying extra’. It is a new common sense.
Why buy Organic ? My feeling is that it needs to switch from ‘good for you’ (a luxury) to ‘good for the planet’ (a necessity).”

Premium brand

“People get value for money from better (rather than cheaper) products”
“If you’re a premium brand you can’t suddenly claim to be cheap but you can make sure that customers understand the value you offer in terms of the quality of the brand.” Matt Close, Unilever’s vice-president of marketing for home and personal care for the UK and Ireland

What women want

Understanding how women shop does not mean making everything pink and fluffy. Mad