Archive for Brands
New L2 Report. The Mobile Side of Luxury & Prestige Brands.
Januar 12th, 2012 • Brands, Reports, Strategy
Tags: Brands, l2, luxury, prestige, Report, Reports, Strategy
I think I can admit I am quite jealous of L2′s business idea. Providing digital business insights for the luxury and prestige industries is a good idea. But adding a sophisticated benchmarking that highlights the different facets of digital marketing, that adds specific (and needed) industry knowledge, and that’s probably even very very very well paid? High five.
I spotted L2 for the first time about a year ago when they first published their Digital IQ report on the most successful luxury and prestige brands in the digital space – the first compendium that I am aware of. And now they took the next step by publishing another extremely well founded report: The L2 Mobile IQ 100. A report on the mobile expenses, aspirations, and capabilities of the top 100 luxury brands worldwide. Well done L2 – you guys really understand your business.
Key insights
- Luxury & Prestige retail brands by far outperform luxury & retail brands mobile
- M-Commerce is nascent in the industry
- The majority of brands & retailers has no specific mobile strategy
- But: Per-capita revenues and searches in the industry by far outweigh more traditional means
L2 Prestige 100®: Mobile IQ — The Video from L2 Think Tank on Vimeo.
Enterpreneurship. How Le Pain Quotidien Makes it in Moscow.
Januar 4th, 2012 • Brands, Experimental
Tags: Brands, Enterpreneurship, Food, Le Pain Quotidien, Moscow, Russia, Truth, World
Le Pain Quotidien, the bakery-café brand founded in Brussels in 1990, is well-known in London, France and New York, but few realize it’s a hit in Russia, where the premium bakery is a go-to for expats and upscale residents in Moscow. This footage from brandchannel explains the challenges such a brand faces when entering one of the most exciting markets in the world: Russia. Or to be more precise: Moscow.
LEGO Occupy Wallstreet? Shut up and take my money!
Dezember 22nd, 2011 • Brands, Fake
Tags: 2011, Ads, Creativity, Fake, Funny, Ideas, Lego, Occupywallstreet, Politics, Toys, Truth
After months of demonstrations by the Occupy Wall Street movement, Slate V imagines a special edition Lego set just in time for the holidays. And with the Arab Spring upgrade soon…or North Korea.
via Laughing Squid
The Good Life. Or: Why I should have become Lifestyle Blogger.
Oktober 30th, 2011 • 4 comments Brands, Social
Tags: Blogging, Blogs, Brands, Lifestyle, Social Influence Marketing
It is actually a strange thing: while we all watch mainstream communication become democratic we can also witness new types of very marketing-focused relationships as they form. Especially at the intersection of mainstream lifestyle brands and the so-called multipliers: meet the lifestyle bloggers.
No major brand can nowadays live without an elaborated digital PR strategy. The path to successful blogger outreach is not simple. Today’s lifestyle bloggers do not just react on one of your emails. You really have to ask for their participation and offer them something really nice. Something they really, really want to blog about. Otherwise it wouldn’t be earned media, right?
Whudat.de for example is one of my favorite lifestyle blogs in Germany. I like MC Winkel‘s blend of music, art, web finds…and product recommendations. But I also know that lifestyle blogging has become a very convenient method to enjoy a bit more industry attention than Average Joe. Below MC Winkel’s post about his (apparently) great days at the Santorini Grace Hotel we can find a statement: ‘If you also want to get featured in one of Germany’s leading lifestyle blogs feel free to contact me…’
No disrespect. This is just how it works. MC Winkel enjoys Mercedes test-drives in Teneriffa, trips to Australia (sponsored by South Australia’s Tourism Board and Quantas) and does not get tired to comment that
- he is absolutely convinced of this product/car/hotel
- and if you also have a fantastic product/car/hotel you would like to get featured, contact him
How to position Ice Cream like a Boss: “You want nutrition, eat carrots”.
September 22nd, 2011 • Ads, Brands, We like
Tags: Ads, Cool, Copy, Copywriting, Creativity, Food, Funny, intelligent, World
I just stumbled upon this perfect example of a great copy text. After years of working as a copywriter (in my previous life) I still have a lot of respect for the few who are able to write such an intelligent, bold, entertaining text. A no-bullshit text that positions this ice cream as the fat, unhealthy, very delicious product that it is. Well done! Congratulations Wisconsin for this ice cream and congratulations for the copywriter (who was probably the van owner).
Please zoom in if you are too old to read the text below.
Only Today. KLM tweets with a Living Alphabet.
September 20th, 2011 • 4 comments Brands, Twitter
Tags: Brands, Campaign, Cool, Funny, Ideas, KLM, Netherlands, Social Influence Marketing, social network, Twitter, visual
KLM tries hard to become the social web’s favorite attacker brand. After staging a bunch of interesting campaign micro-ideas they launched something more complicated today. As Social Times reported a tweet from KLM earlier today said…
The result: live customer service replies that are shaped by a living alaphabet made up of 140 KLM employees. Yes it is live and it reacts to customer tweets but only today (and only as as reaction to a few selected tweets).
Live Reply tweets are being uploaded to KLM’s Youtube Channel and shared on Twitter. So far they’ve sent video tweets to about ten people, but they’ve still got a lot of hours left in the campaign. The example below is one of them…
The whole campaign is funny but completely useless. Anyway, it’s again a great very short-term promotional stunt to spread the word about KLMs social platforms and to position KLM as a social-media-savvy brand. In this regard: Well done, KLM. I am looking forward to the next useless stunt. 
This is Art. Miracle Whip creates User-Gen Gold.
August 16th, 2011 • 2 comments Brands, Social
Tags: Brands, Competition, Funny, Miracle Whip, Social Media, special, User gen, WTF, youtube
Imagine a Brainstorming session in this media agency that runs the Kraft Food’s Miracle Whip account. So the big idea is defined as ‘Not for every Relationship’. And that’s probably because the TVC has already been shot.
Next somebody yells for Social Media. And here we go with the mother of all social marketing concepts:
Yes, you read correctly: Miracle Whip asks you to upload your video that tells the story how Miracle Whip affected your relationship. And potentially you can win $25,000. I may have cursed about this study a couple of days ago but I have to agree with IBM – Marketer and Consumer cannot possibly be further away from each other than here.
As you can imagine, the videos that were uploaded belong to the finest in User-gen that the world has seen so far.
Check out the following masterpiece (and all the other channel videos as well) and think twice next time if a couple of banners and a microsite wouldn’t have burned the pile of money as well. Check out the videos here.
google Plus. Now for something completely different: Brands.
Juli 5th, 2011 • 1 comment Brands, Social, Tools
Tags: Brands, Business, Ford, google, google plus, Social, Social Networking, Starbucks, Strategy, Trends
High five Jeff Kwiatek. You asked the right question. But to be honest: Even though I want to be the first agency dude leveraging and embracing the hell out of g+ I still don’t know if it’s worth it. Well who knows?
My guess: Nice platform, it is not Facebook. But it’s a too little too late. And the worst thing: They don’t even offer the right tools to enable brands to give consumers the love that they need. Let me quote Jeff Huber, google’s VP of Local and Commerce (via Mike Blumenthal)
And pre-emptively answering a question — yes, we will have (smb) business profile pages on Google+. I can’t announce a launch date yet, but we want to make them *great*, and we’re coding as fast as we can.
Thanks god a couple of people are a bit more visionary. They know what the consumer wants and that is brands of course. Sean Percival has sketched a concept of how future brand pages might look like (exactly like Facebook but a bit uglier). And indeed one brand has already started to build a presence on google Plus: Ford and Ford Europe. Congratulations Scott Monty. First!
As most of us haven’t even got an invite to g+. And the rest of us still tries to figure out why they would need g+ it is highly speculative to talk about the future of brands there. I wonder what google will come up with to convince brands that building a presence there is a good alternative to Facebook other platforms.
Anyway, I am more than interested which brands are going to start experimenting with g+. If you know of some, please leave a comment.
Case Study. ROM – Patriotism won’t feed you.
Juni 22nd, 2011 • Brands, We like
Tags: Campaign, cannes, Cool, CPG, Creativity, Funny, Promotion, ROM, Romania, World
I am really not well known for being a big fan of the Cannes Awards (or any other Award show). But every year I realize there still sometimes beats an ad guy’s heart in me. I just saw the ROM case study for the first time. It has won the Grand Prix for best Promo and Activation. And as far as I can see it is neither stupid nor strategically wrong. I like it.
Genius. Diesel launches Excelbook.
Juni 18th, 2011 • 1 comment Brands, Ideas, We like
Tags: Apps, Brands, Campaign, Cool, Creativity, Diesel, Experimental, Facebook, Fashion, Funny, Ideas, Lifestyle, Media, Tech, Tools, We like
I just stumbled upon this wonderful concept gem: the Diesel Excelbook. Even though its branding value as an application is close to zero it is just one more amendment to the great platform that Diesel created with its Be Stupid philosophy. Simple, fun, stupid…well done Diesel. Check out the video…it is pretty selfexplanatory.
via Digial Buzz Blog
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