Tag Archives: branding

The End of Marketing as We Know It?

Beside an enormous amount of media rants and raves, the recent launch of Apple’s tablet teaches us a lot of things about design, innovation and marketing in the era of the real-time Web. Don’t Ask What They Want, Ask Yourself … Continue reading

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Welcome to the Emotion Web

The Web, the engine of our hyper-connected world, is now real time, whether on our personal part or in Enterprise, and, wish it or not, there is no way back. Jeremiah Owyang recently stated that the trend toward immediacy will … Continue reading

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The New Laws of Attraction: Brands Dematerialization

Considering that brands are in fact shaped by their customers is anything but new. In 1954, Peter Drucker already wrote: [Marketing] is the whole business seen from the point of view of its final result, that is, from the customer’s … Continue reading

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McDonald’s France : Does Branding Allow Of Faking History?

McDonald’s is presently celebrating its 30th year of presence in France. But when I came back in Paris in 1978, I remember having eaten in some of the half a dozen McDonald’s restaurants opened at that time. So what happened? … Continue reading

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Luxury brands and social media: a natural (yet to be started) evolution

When it comes to luxury, the words “exclusive” and “premium-priced” often come to mind, magnifying the fact that luxury brands are, with many reasons, cautious to market themselves on channels where they might lose control on the perception of their … Continue reading

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