July 2009
3 posts
“These tools don’t get socially interesting until they get technologically...”
“Marketing historically has been obsessed with the concept of positioning – how...”
“The reason that we needed paid contributors before was that there was only...”
June 2009
2 posts
““In mid-2007, six hours of video were uploaded to YouTube every minute....”
– Youtube’s Blog
“Advertising should comfort the afflicted and afflict the comfortable.”...”
May 2009
2 posts
“If thinking is an intellectual response to a problem, then the absence of a...”
“The question for brand managers used to be “How creative can you make your...”
April 2009
8 posts
“As an industry, we have to stop just looking for ways to “build...”
“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
We have no money. We shall have to think" W....
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...
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
March 2009
4 posts
Happiness
“Success is not the key to happiness. Happiness is the key to success. If you love what you are doing, you will be successful.” Albert Schweitzer
omotenashi
Company executives emphasize the concept of omotenashi, a refrain in the service industry, especially luxury hotels. The word means hospitality, but to Japanese people it means something more akin to an elevated politeness that makes customers feel valued and respected. NY Times
Party's over
The party appears to be over for the generation brought up with the mantra “because you’re worth it”. Many who have followed this creed have financed their desire to live like the rich and famous via credit cards and loans.
The notion of ‘mass market luxury’ is an oxymoron.
Consumption will turn toward a more humble design approach to luxury that’s all...
Futur
“We are full-steam ahead on digital and we’re thinking of some ancillary surprises. If you can’t redefine what an advertising agency is in the next couple of years, I think you’ve got some big problems. It’s turned upside down, but for us, it’s the most exciting of times.” Dan Wieden
February 2009
13 posts
Digital Overload
We are programmed to be interrupted. We get an adrenalin jolt when orienting to new stimuli: Our body actually rewards us for paying attention to the new. So in this very fast-paced world, it’s easy and tempting to always react to the new thing. But when we live in a reactive way, we minimize our capacity to pursue goals.
Our society right now is filled with lovely distractions — we have...
L'impat du notebook sur la pub online
There are a few implications for the industry anytime a new medium enters the field. Netbooks don’t belong to their own medium per se, but belong to a subsection of Web media portals (somewhere between a laptop and a Web capable mobile phone). They process more slowly, so flash banners won’t work as well. And their smaller screens will make the banners smaller in general.
Slow...
Pourquoi une pub virale ressemble rarement à une...
“Therefore, in order to become cultural commodities that can be made “producerly,” ads must sacrifice some of their functional purpose. We don’t post and share clips just because of what we have to say about the ad, but also because of what it might have to say about us, so the ad must be capable of users express something beyond their affinity for the product it promotes....
iPhone App
“for free applications, only about 20 percent of users return to use the app the first day after they download it, and then it quickly drops off from there. By 30 days out, less than 5 percent are using the app…So there is a very brief window of time to capture people’s attention and potential revenues.”
Implications/strategy for branded apps moving forward: 1. Add VALUE...
Why Twitter ?
“Twittering stems from a lack of identity. It’s a constant update of who you are, what you are, where you are. Nobody would Twitter if they had a strong sense of identity.” Times Online
Design
“We consider our core activity to be mediating between, on one side, the best possible expressions of product design from all over the world and, on the other side, the final customer’s dreams….deep down, I feel that my activity as an artistic mediator in product design is not very different from the role of a museum director or even a filmmaker—putting together and organizing talents...
Change
In down economies, the only thing that’s going to change things is changing things. This is hard for a lot of marketers who are used to defending the status quo, but it’s truly the best option. Seth Godin
Presse
“On est parti d’une définition très étroite de la demande pour constater à l’arrivée qu’elle n’est pas au rendez-vous. On a d’un côté des lecteurs à la recherche d’un contenu qu’on ne leur offre plus, et de l’autre une presse à la recherche d’un public qui n’existe pas.”
Que demande quelqu’un qui cherche à comprendre...
Iphone & Kids
“The iPhone/smartphone is the new tween-teen killer app,” says Rodney Mason, CMO of the digital-branding agency Moosylvania. “It’s the remote control for the next generation, because in one single device they play games and text, do Facebook and MySpace, tweet on Twitter, surf the web, watch movies and TV shows like ‘The Office,’ and, oh yeah, occasionally...
Services
“We have identified three key service imperatives that must be considered if we are to create great services that make things better for people, businesses and society.
The first imperative is to put people at the heart of services. If we try to produce a service without the participation of the customer it cannot either satisfy that customer or achieve its potential. We must find ways to...
Clever & Affordable
Fallon tries to keep its advertising campaigns clever but affordable, and that ad firms that do the same will be served well in the coming year. Buchner mentioned a recent ad campaign by Hyundai Motor Co. in which the South Korean automaker said it would allow customers who lost their jobs to bring their car back through a 12-month vehicle return program. He said people should expect to see more...
7 leçons d'Apple
1. Apple’s advertising is always about product benefits and differentiation. It is never idiotic “branding” like the Gates/Seinfeld atrocity, or “I am a PC.” No lifestyle bullshit, just clear differentiation between its products and its rivals’ products. And always done beautifully. 2. Apple knows who they are. Even though they have much bigger rivals, they are assiduous in not trying to be like...
The product or the marketing ?
“Marketing is not the same as advertising. Advertising is a tiny slice of what marketing is today, and in fact, it’s pretty clear that the marketing has to come before the product, not after. As Jon points out, the Prius was developed after the marketing thinking was done. Jones Soda, too. In fact, just about every successful product or service is the result of smart marketing...
January 2009
42 posts
“Many companies continue to look at marketing in conventional ways — from a mass-market point of view. Branding today is not about the media; it’s about the idea. You need to dismiss the conventional way of thinking and start with an understanding of the value of each communication channel and how — or whether — it will ‘engage’ people. The idea should be...
Speaking to or speaking at ?
“Today, if brands want to speak to lots of people, they have to do it digitally. It is ‘speaking to’ and not ‘speaking at’. Speaking at people is what old media do. Social media allow brand owners to have dialogues with their customers, and allow them to speak to individuals and groups.”Idris Mootee
“Customers wanted and wanted and wanted some more and we sold and sold and sold some more,” said Burton M. Tansky, president and CEO of The Neiman Marcus Group. Now, “frugality is more important.”
"The biggest reason to use social media is that...
Bill Bernbach "Rules are what the artists breaks;...
Avis Rent A Car Advertising Philosophy 1. Avis will never know as much about advertising as DDB, and DDB will never know as much about the rent a car business as Avis. 2. The purpose of the advertising is to persuade the frequent business renter (whether on a business trip, or renting an extra car at home) to try Avis. 3. A serious attempt will be made to create advertising with five times the...
“Governments can borrow. Banks cannot. The reason they cannot is because no one trusts them. Why should they trust them? They weren’t transparent. They lost trillions of dollars. They created instruments even they didn’t understand.” - Laura Tyson, economist
“Advertising needs to inspire more than mass consumption, it needs to communicate ideas that inspire action, and participation. The good news is the internet is one of the best mediums ever for the propagation of remarkable ideas, and at their best ad agencies create great ideas that inspire above and beyond the act of passive consumption…” Karl Long
“We are a nation of spenders that needs to become savers”.B Morrissey
“You have to satisfy three groups of people if you want an ad to work. the people who make the ad. The people who pay for the ad. And the people who read the ad. If you aren’t smart enough to satisfy all three groups, the whole thing will be a bummer.” Carl Ally
Intégration,les bonnes questions à poser à votre...
Is the agency team that leads brand strategy as adept and knowledgeable about the digital space as it is the traditional space? (And vice versa.)
Where will the work be done?
What percentage of the agency’s business is online versus offline?
What is the agency’s process?
How highly respected is technology within the agency organization?Adweek
Prophétie autoréalisatrice
“Nous entrons de plus en plus dans un univers économique qui, justement, adopte ce type de comportement. A force de voir l’ensemble des acteurs de l’économie redouter le pire des scénarios, il finit par se réaliser. Certes, il peut y avoir une part d’objectivité dans la récession qu’on anticipe. Mais si tout le monde anticipe au même moment un recul d’activité,...
"here is a message for brands shamelessly jumping...
So what can brands do? 1. Understand where the conversation is at...monitoring and predicting would be good skills to have here…Then there’s also responding, brands have the potential to re-frame the conversation in real-time if they want, but too often they stick to rigid plans drawn up months back. Brands have to become more responsive. 2. Don’t just say it, do it. Jumping on...
Cheap is chic!
the extent to which “cool” is too often connected with “cash.”
What marketers sell is hope.
The reason is simple: people need more. We run out. We need it replenished. Hope is almost always in short supply.
The magical thing about selling hope is that it makes everything else work better, every day get better, every project work better, every relationship feel better. If you can actually deliver on the hope you sell, there will be a line out the door.
Hope cures cynicism. Hope...
Réunionite
“A a general rule, meetings make individuals perform below their capacity and skills levels”. Reid Hastie
“The public is a lot smarter than anyone gives it credit for” Philippe de Montebello, former director of Metropolitan Museum, NY
“If you want to build a great consumer internet company you have to be willing to try as much as you can, as fast as you can.” David King, a former Google manager
“Quant au journalisme, le besoin est plus fort que jamais. Plus il y a de Google et de Wikipedia, et plus on a besoin de journalisme. Que chacun puisse être autosuffisant en production et consommation d’information est une fiction”. Jérôme Bouvier