GenM …Generation MOBILE. How well are you connected to a $200bn purchase-power audience?

June 15, 2013

GenX, GenY, GenZ …as a marketer you get lost in Gen’s these days. And let me launch another one: GenM, probably the only one that really matters, esp if your brand(s) target teens & millenials in general. Forget age group (the base of the other Gen’s), GenM is truly about lifestyle, habit, and about what […]

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“I’m awesome!” [today’s world: self-glorification / self-disclosure]

June 1, 2013

Found a fantastic HARVARD U article stating that ‘disclosing information about the self is intrinsically rewarding‘ – too hard to read, since it takes it all the way to the monetary value of it -BRILLIANT? Weird! Anyway. It makes me think of self-glorification, self-exposure, and other self-s that are being amplified in the current world, […]

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Lettuceat …reinventing the salad bowl [an inspirational innovation concept]

May 18, 2013

Below is the remarkable entrepreneurial story of a colleague of mine, worth sharing… Ahmed Shereba, founder of LETTUCEAT The Lettuceat story, as told by A. Shereba himself … “ The idea resonated 2 years ago. My father always had a passion for cooking various foods and cuisines, and we always had people over for dinner […]

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Pricing and price setting … hidden weapon of brand equity?

May 4, 2013

Pricing. A precious subject. Difficult. But essential. In the end, all a company does is 3 things: (1) drive frequency (through equity building, creating desirability and through availability), (2) drive volume per usage/consumption (through great product performance; i.e. delivering on the brand promise), and (3) manage pricing. The combination of these 3 give you the […]

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From ROI to ROE. Return On Engagement Is The New Thing.

April 24, 2013

You can easily distinguish the good from the bad these days. The good and bad brands I mean. The good will focus on conversation and message distribution, 24/7 interaction, an always-on strategy; the bad…well…don’t. Now, that’s very simplistic, but that way of thinking holds a lot of truth. Companies and brands become publishers of content, and […]

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If you don’t organize for it, BIG data just remains USELESS data!

April 5, 2013

WOW. You can not believe the number of times I’ve heard the words “BIG DATA” in the last two weeks. It’s been a hot item for the past few years, but for some reason, at least in my social/professional circles, it has moved up the ranks, and is creeping in every sector, every business, every person. So, let’s tackle the […]

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The World Needs AAA (TripleA) Brands!

March 22, 2013

Erik Saelens, marketing guru and CEO/Founder of BRANDHOME, and a good friend of mine, has written a marvelous little book called TripleA. I thought it was worth writing about it, building on many articles in this blog that talk about brand coolness, brand authenticity and how brand activation should be done. This book galvanizes all […]

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Brilliant Brands Series: Burberry [another “BRIGHT & SHINING STAR”]

March 13, 2013

Here’s another brand in the BBI, the “BRILLIANT BRAND INDEX” ®Kurt Frenier. As a reminder, the BBI® model has 8 dimensions that I deem important to qualify for a “brilliant brand”: 4 ‘brand coolness’ dimensions (a lovable brand, a beacon of trust, inherent universality, a memorable visual identity), and 4 ‘brand hotness’ dimensions (novel/contemporary marketing, […]

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Why SHARING matters to brands… “better things easily shared”

March 2, 2013

For once, I am going to make it easy for myself and copy/paste. I found this fantastic TED TALK on the subject of “sharing” – a phenomenon covered in multiple posts in this blog, and relevant for so many [if not all] brands these days, that it’s worth just putting it up in its entirety. […]

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Spreading like wildfire: Harlem Shake [PSY must be hating it]

February 19, 2013

O no! Not a-gai-ain *child’s voice* Less than half a year after PSY shook up the universe with Gangnam Style, another weird music/dance phenomenon is shaking it all up… Very different than Gangnam Style, Harlem Shake is about spoofs, stupidity, remarkable videos only. The original owner of the song, Baauer, actually had nothing to do […]

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