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Schick Zamboni (via marketing-alternatif)

2008-04-14T16:58:56+02:00

Il rase parfaitement bien le rasoir quatre lames de Schick. La preuve, la glace de patinoire est toute lisse après son passage.

Le parc Budweiser

2008-04-18T12:32:31+02:00

Quelle est la dernière étape en matière de branding une fois que l’on a épuisé le sponsoring, la promotion, le parrainage, la publicité, le partenariat etc ?

Créer son propre parc d’attractions où l’on pourra effectivement contrôler chaque représentation de sa marque.

C’est ce qu’a choisi aux Etats-Unis, l’entreprise de bières Anheuser-Busch (qui produit la fameuse Budweier) avec sa filiale Busch Entertainment qui gère aujourd’hui une dizaine de parcs d’attraction (appelés en interne « Worlds of Discovery ») autour des parcs animaliers (Busch Gardens), des parcs à thèmes (Sesame Place, Discovery Grove) et des parcs aquatiques (SeaWorld, Aquatica, Water Country, Adventure Island).

Devinez quelle est la marque de bière vendue dans ces parcs ?

Sarah Marshall - Poster (via conde nast portfolio)

2008-04-14T16:57:41+02:00

Pour la sortie du film Sarah Marshall, une campagne originale de communication a été lancée qui choisit d’utiliser le dénigrement de l’héroïne. Et puis, pourquoi pas ?

Customized Branding: Consumers Get Creative Control

2008-04-18T12:48:31+02:00

Un petit texte de Brand Channel sur la customisation à découvrir absolument.

http://www.brandchannel.com/features_effect.asp?pf_id=407

The concept of customized branding—one the consumer helps to create—is not new. Highly customized “My” web pages have been around a while. Apple’s iTunes could just as easily have been called “MyTunes”—it offers the unlimited potential for the consumer to build his or her own own digital songbooks. My Twinn creates uncanny doll likenesses of little girls from their pictures, right down to freckles and birthmarks.

One of today’s more successful consumer-created brands is NikeiD. Consumers go online to design their own personal versions of Nike shoes and apparel. Conceived in 1999, NikeiD has seen its business triple since 2004.

Nike has followed up the success of its online service with “NikeiD studios,” one of which opened in London in November 2007. The London studio, the first of its kind in the UK, is similar to one that opened in New York’s Nike Town in October. Pilot NikeiD spaces have previously opened in Paris, France and Osaka, Japan.

The London NikeiD studio is a stylish two-story glass and steel cube suspended in the Nike Town store. It gives consumers a hands-on design experience using the NikeiD.com online design process, aided by one-to-one appointments with trained Design Consultants.

Once consumers have created their designs in the studio they can be stored in an online "locker" and shared with others online. After ordering, the shoes are individually made and delivered to them, either via the Nike Town store or direct to their homes.

Obviously, Nike believes in the consumer-created brand: “The world has changed. Consumers interact with brands on their own terms,” says Trevor Edwards, Vice President, Brand and Category Management for Nike.

So what is it about this point in time that is causing the avalanche of consumer-created brands? According to Trendwatching.com, a worldwide service that keeps its eye on new consumer developments, it’s part of a much larger evolutionary consumer trend: Participation. Generation C (the C is for Content, or more broadly, Creation) is the primary driver behind Participation. This generation of primarily young consumers “have come to expect to be able to create anything they want as long as it’s digital,” says Trendwatching. “The next frontier will be digitally designing products from scratch, then having them turned into real physical goods as well.”

This creates both an opportunity and a huge challenge for traditional brands. Brands like Nike are focused on the individual anyway, so for them, moving to a consumer-created brand is a natural fit (excuse the expression). Nike is fearless about innovations that bring the consumer into the process—and the firm has the financial and technological firepower to pull off something like NikeiD. Nike also sells high-end products that are worth customizing.

But is it possible to customize simpler products than athletic apparel?

The answer is an enthusiastic yes. Even now, the consumer-created brand is starting to rapidly move down the product chain. German consumers can make their own cereal from 75 organic ingredients at mymuesli.com. American consumers can create a tissue box with their own personal photographic image on it for as little as US$ 4.99 at mykleenextissue.com. M&Ms can be customized at mymms.com—even a company’s logo can be added to each tiny candy.

Perhaps the most uniquely personal brand available today is “My DNA Fragrance,” which creates a customized perfume based on a human DNA profile (Cost: US$ 134.99). The consumer uses a DNA home collection kit to provide the company with a DNA sample. “With more than 30,000 designer fragrances on the market, My DNA Fragrance assures that no two people will ever smell alike again,” says the company.

Consumers are heavily engaged in the product creation business. The leading office supplies store, Staples, invites inventors to submit their ideas for office products, offering them a chance to win US$ 25,000 if Staples develops and sells the invention. Several Staples brand products have already been brought to market as a result of the “Staples Invention Quest.” Similarly, Dell's “IdeaStorm” encourages customers to suggest ideas they would like Dell to implement. Users vote on the ideas, and Dell pursues those that seem feasible.

With the consumer wielding such power—actually participating in product creation—we have now entered an era in which consumers can help create brands themselves. Consumers already decide the fate of brands with their purchasing power. The time is likely near when brand owners will let consumers actually help decide which brand names to use, or even which new brands to introduce. It may be inevitable, in fact, that brand owners will take on consumers as full, participative partners in branding.

This raises an intriguing question: How far are companies willing to go when it comes to real consumer involvement in long established brands? Brands are valuable assets that directly affect profitability, so will a company’s senior management be all that anxious to let the consumer play such an influential role?

But Pandora’s box has been opened. Consumer empowerment has been unleashed. Once the consumer realizes the amount of control he or she exerts, the brand owner may be forced to let even an established brand ultimately become a consumer-created brand.

Romanian Association for Promoting Women's Rights - Woman (via adsoftheworld)

2008-04-14T16:56:32+02:00

Sans commentaire.

J’ai bien mérité une petite boisson

2008-04-18T12:58:17+02:00

Aquarius, la boisson pour les sportifs de Coca-Cola, a créé l’événement avec son opération « Run & Refresh » qui consistait à sillonner la ville à la recherche de distributeurs de la marque.

Les participants du jeu de pistes grandeur nature devait activer un bouton sur une affiche Aquarius où était enregistré leur empreinte digitale et avaient ensuite dix minutes pour trouver le distributeur indiqué. S’ils réussissaient, ils avaient droit à une bouteille gratuite.

Magnifique comme opération, je trouve.

Rogers - Miroir Toilettes (via disruption)

2008-04-14T16:55:11+02:00

Des stickers de téléphone portable ont été apposées sur les miroirs de toilettes publiques par la marque Rogers.

Dans la poche arrière de mon jean

2008-04-18T12:47:04+02:00

Levi’s, le fabricant de jeans, a récemment lancé son téléphone portable aux couleurs de la marque, que vous pouvez retrouver chez Colette, à Paris:

« Le haut rouge du combiné fait référence à l'iconique étiquette rouge (Red Tab) qui orne chaque poche arrière des fameux jeans de la marque. Il incorpore un lecteur MP3, la fonction Bluetooth stéréo et un appareil photo de 2.0 megapixels. Le téléphone sera livré avec un étui spécifique, un kit main libre pour les appels et la musique ainsi qu'une chaîne en métal permettant de le relier à votre jean -Levi's bien-sûr - préféré. Enfin, détail important : vous pouvez faire graver votre nom sur la plaque en metal à l'arrière (maxi 13 lettres). »

Pour le moment, seuls 100 exemplaires sont disponibles.

Powerhouse Gym (via marketing-alternatif)

2008-04-14T16:53:16+02:00

Habile opération de street marketing qui utilise des éléments de chantier à la place d’appareils de musculation pour la salle de sports Powerhouse. Gonflé !

A vos Magazines, prêt, partez

2008-04-18T12:54:59+02:00

Le kiosquier Relay invente le magazine illimité. Pour la somme de 17,90 par mois, vous avez l’accès complet au catalogue de plus de 400 magazines en ligne avec la possibilité de les télécharger pour les lire sur votre ordinateur.

De plus, chaque mois, un euro sera versé à la fondation WWF pour la protection de l’environnement.

Très belle initiative, mais alors, que va-t-on lire désormais dans le métro ?