davaidavai.com » Brands

New L2 Report. The Mobile Side of Luxury & Prestige Brands.

Gerald — Thu, 12 Jan 2012 19:24:45 +0000

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

Download the full report here

L2 Prestige 100®: Mobile IQ — The Video from L2 Think Tank on Vimeo.

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Post tags: Brands, l2, luxury, prestige, Report, Reports, Strategy

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Enterpreneurship. How Le Pain Quotidien Makes it in Moscow.

Gerald — Wed, 04 Jan 2012 15:06:23 +0000

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.

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Post tags: Brands, Enterpreneurship, Food, Le Pain Quotidien, Moscow, Russia, Truth, World

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Rock Bottom. Droga 5 has possibly created the worst campaign ever.

Gerald — Thu, 08 Dec 2011 09:19:00 +0000

If the following video is no hoax it has the realistic chance to become one of the most disgusting, cyncical pieces of marketing I have ever seen. I thought the ‘concept campaign’ White Bull Army was pathetic. But the crap idea that Droga 5 is about to launch for gaming headset brand Turtle Beach is hard to bear.

Check out the video

Quote: “Gamers want the immersive feeling of being in a warzone. Turtle Beach takes you there.” Even if it is a hoax (it will be in the end): Putting a first person shooter into the same context as a war zone where thousands of people died and millions suffer every day makes me want to spit out.

And no, I disagree. Not any PR is good PR. This is shit. Cynical, pathetic shit. I am ashamed to work in the same industry as the guy who came up with this. (via adverblog)

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Post tags: Ads, Agencies, Brands, Creativity, droga 5, Ethics, Gaming, Ideas, Industry, Politics, World

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We definitely like: Chevrolet’s ‘True Story’.

Gerald — Fri, 25 Nov 2011 10:29:58 +0000

Fantastic commercial, Chevy. With 5 minutes it is a bit too long to enthuse everyone. But dear Chevrolet: Do yourself a favour and turn your boring Youtube channel into a hub for your consumer’s childhood memories. That’s a great story. And even though I as a European have no personal memories of Chevy – I guess a lot of Americans do.

Thx to Creative Criminals. More ‘stuff we lik e’ here.

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Post tags: Ads, Automotive, Brands, Creativity, history, People, Storytelling, We like

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The Good Life. Or: Why I should have become Lifestyle Blogger.

Gerald — Sun, 30 Oct 2011 21:12:07 +0000

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

Am I jealous? No doubt, I am. Am I surprised or is it new? No, it isn’t. It is just a global trend in which the mutually beneficial relationship between lifestyle bloggers and the industry becomes more than evident. Of course: The Josh Spears’, the Cool Hunters and many many others are way beyond being just independent grassroot journalists. We are in fact talking about (not so niche) media outlets that may not (yet) belong to Rupert Murdoch. But that is only the case because a successful lifestyle blogger nowadays has a more than pleasant life – pampered and petted by the world’s most enjoyable brands, products and their PR agencies.

I don’t think any successful blogger nowadays is bribable. But why should you be bribable if the deal is so obvious? The more successful lifestyle bloggers have so nice experiences and products to chose from – they wouldn’t even think about logging in to their CMS for something just average. And we all know Mercedes wouldn’t offer key lifestyle bloggers an average car. Right?

(...)
Read the rest of The Good Life. Or: Why I should have become Lifestyle Blogger. (101 words)

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Post tags: Blogging, Blogs, Brands, Lifestyle, Social Influence Marketing

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Great Ads. Sony PS3, Long Live Play.

Gerald — Thu, 06 Oct 2011 10:30:27 +0000

Some campaigns are different. Sony’s “Long Live Play” PS3 Campaign may be one of them. Playstation brand’s ad agency Deutsch Inc. really did a great job. But just check it out…

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Post tags: Ads, Agencies, Brands, Cool, Creativity, Funny, Gaming, Ideas, Lifestyle, sony, visual, We like

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Only Today. KLM tweets with a Living Alphabet.

Gerald — Tue, 20 Sep 2011 12:01:26 +0000

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.

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Post tags: Brands, Campaign, Cool, Funny, Ideas, KLM, Netherlands, Social Influence Marketing, social network, Twitter, visual

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Nintendo. Can you please fucking google it?

Gerald — Thu, 25 Aug 2011 12:33:18 +0000

So it seems as if Nintendo is not willing to answer certain game related questions at the hotline anymore. A good alternative: google it, you moron.

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Post tags: Advice, Brands, Funny, Games, Gaming, Nintendo, Service, Wii

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This is Art. Miracle Whip creates User-Gen Gold.

Gerald — Tue, 16 Aug 2011 20:19:59 +0000

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.

(...)
Read the rest of This is Art. Miracle Whip creates User-Gen Gold. (14 words)

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Post tags: Brands, Competition, Funny, Miracle Whip, Social Media, special, User gen, WTF, youtube

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google Plus. Now for something completely different: Brands.

Gerald — Tue, 05 Jul 2011 21:21:41 +0000

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.

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Post tags: Brands, Business, Ford, google, google plus, Social, Social Networking, Starbucks, Strategy, Trends

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