Category: Marketing

The Secrets of the Brain, the Gift Economy, and Social Networks in China*

The Secrets of the Brain, the Gift Economy, and Social Networks in China*

  Following the “Gala” evening for which the Deauville Casino had been specially fitted out…the sparsely occupied rows in the morning plenary session bore witness to a hard morning after the night before. But so what? This didn’t prevent the third and last day starting by raising awareness of what we all more or less [...]

October 20th, 2012 | Business Environment, Conferences, Power and Politics, Social Media
Mobile advertising – Is the picture really so rosy?*

Mobile advertising – Is the picture really so rosy?*

  Mobile devices and the impressive opportunities brought by these tools are impacting marketing mix rules (4P: product, price, promotion, place & 4C: consumer, cost, communication and convenience) and have opened new paths for brands' engaging strategies.  Mobile marketing allow firms to provide targeted, customized, timely and location specific information.  It empowers them to take [...]

February 29th, 2012 | Marketing
Dell Social Media Strategy*

Dell Social Media Strategy*

  Recovering from Dell Hell bad buzz aired by Jeff Jarvis on popular weblog BuzzMachine back in 2005, Dell social media strategy got its impulse directly for Michael Dell, back in 2006. The mission was to increase the connection with customers. The best practices were to cut across the company’s inside departments in the United States and worldwide. In order [...]

December 9th, 2011 | Marketing, Videos
Branding Strategy: how to Create Word of Mouth ? (5/5)

Branding Strategy: how to Create Word of Mouth ? (5/5)

  …Previous post  The last two out of eight engines are EPO and Continuity explained as follows: EPO (Exclusive Product Offer): In an era of growing customization, opportunities to own something exclusive are increasing every day. Human beings love to feel unique, and to assert their individuality. Continuity : Considering the tree factors: – Who you are – Who you think you [...]

May 24th, 2011 | Brand Management, Marketing
Branding Strategy: how to Create Word of Mouth ? (4/5)

Branding Strategy: how to Create Word of Mouth ? (4/5)

  …Previous post  The next two out of eight engines are Icons and Endorsement explained as follows:  Icons are signs and symbols that clearly demarcate a consumption experience from any other.  Meaningful associations transform signs and symbols from mere product identifiers into components of identity-shaping experiences. Endorsement happens when someone credible speaks up for you. If a trusted authority praises you in [...]

May 22nd, 2011 | Brand Management, Marketing
Branding Strategy: how to Create Word of Mouth ? (3/5)

Branding Strategy: how to Create Word of Mouth ? (3/5)

  …Previous post  The next two out of eight engines stated to fuel word of mouth are Tribalism and RSO explained as follows: Tribalism: The desire to gather into tribes is fundamental to human nature. We like to associate with like-minded people, or simply to be close to people we find interesting.  RSO (Relevant Sensory Oddity): When our senses are presented with [...]

May 20th, 2011 | Brand Management, Marketing
Branding Strategy: how to Create Word of Mouth ? (2/5)

Branding Strategy: how to Create Word of Mouth ? (2/5)

  …previous post  Two out of the eight engines stated to fuel word of mouth are Rituals and Myths, explained as follows:  Rituals: When consumer experiences include rites of initiation, they become more memorable because they are existentially richer Myths : are the narratives that become part of the very fabric of a consumption experience because they [...]

May 17th, 2011 | Marketing
Branding Strategy: how to Create Word of Mouth ? (1/5)

Branding Strategy: how to Create Word of Mouth ? (1/5)

  What drives word-of-mouth or customer loyalty? The great Sidlee’s team (Cesvet and al., 2008) unveils their branding strategy, nailing word-of–mouth concept as follows: • Create products and services that consumers find truly significant, • Enhance consumption experiences to be market leaders, • Manage and control word-of-mouth around your brand     They introduce the concept [...]

May 14th, 2011 | Brand Management, Marketing
Social Media

Social Media

  Pitfalls and Opportunities of Social Media Planet web counts more than 150 million blogs. Are your company’s employees part of these content creators? Tweeples (Twitter users) wrote more than 25 billion messages in 2010. Did your staff write any?   Companies having a website is just not enough nowadays, social media is a marketing tool [...]

November 8th, 2010 | Marketing, Social Media