Generation M

After the babyboomers, generation X and generation Y, the first signs of a new generation arise. This generation is born after 1989 and is the first generation that to be born with the internet. From SMS generation to generation M for millenium, mobile, multi-media, Msn, multi-tasking or even Mega Mindy. This generation knows what they want and they want it 'right here, right now'.

Read all about it in this week's column.

Wii would like to play

As Christmas-time is approaching, a few of you might recognize themselves when I tell you my children want a Wii-console for Christmas.
Like the iPod a few years ago (or was it last year?), the Wii is expected to become one of the end-of-the year hits, on top of all child’s wishlist.

But don’t be surprised if your sprouts aren’t the only ones who want a Wii. Adults love it as well. Video-gaming doesn’t only appeal to children, as you already know. It is though remarkable how Nintendo achieved to fulfill the needs of casual gamers (which, in contrast to “hardcore” gamers, play in series of short time slices, though we all know how addictive games like Tetris or brain training can be)
But with the Wii, Nintendo went a step further than just casual gaming: with its motion sensing controller, the gaming experience is more intense. By making crazy movements, console-gaming has become more fun. The the Wii sets up a social experience and connects people in front of the telly, probably reflected in its slogan “Wii would like to play”.

The Wii widened the market for videogames: in contrast to the other consoles, which appeal to a rather male audience, the Wii’s customer demographics are equally female and male (while only 11% of the PlayStation 3 users are female). Not surprising, giving recent study by Information Solutions Group (ISG) that 76% casual gamers are female.
It is thus time that marketing managers realize that females are entering the main stream gaming market, and remove the babes section on gamers websites or promo-girls disguised in Lara Croft.

So don’t be surprised, if your parents show up a little more often at home to play with their grandsons and daughters around the Wii.

Paradox

How to explain the following paradox: consumer confidence is decreasing, confidence of entrepreneurs is up. Who's right? And how to explain this? Will the mortgage crisis in the US affect European economies and are we heading for a recession? Some pertinent questions, where it's important not to jump to conclusions.

Read all about it in this week's column.

Now the book

The readers of this blog have already noticed the announcement of my new book 'Het Merk Mens'. The book describes the paradoxes we find in our society today. Like a BMW on the parking lot of the discount supermarket Aldi, adult women over their 50ies riding a Harley Davidson or grand children learning their grand parents to surf on the net.

Fo more information on the book, go to www.hetmerkmens.be or read this week's column.

Copernicus is dead

At the end of this month, the 26th Marketing Congress of Stichting Marketing takes place in Ghent. Topic this year is 'Marketing in a flat world'. How do brands have to behave in a global and ever connected world? The more global the world is, the more we appreciate local touches. Brands like Mc Donald's or Pampers have understood this and behave upon it.
Read all about it in this week's column.

Fons van Dyck is keynote speaker on the congress on Friday 30 November.

Tomeke tomeke

The most popular Dutch dictionary, het Van Dale Groot woordenboek van de Nederlandse taal, took up TomTom as a synonym for navigation system.
Just like Bic and Google, TomTom becomes a generic term for what it stands for. A brand’s dream! Certainly when you know that it is expected that the number of portable navigation systems in Europe and North-America will grow with more than 100% at the end of 2007. TomTom is worldwide market leader in this segment.

Happiness

Last week, the Flemish newspapers reported on a study of In Petto, the Flemish Youth instance, and the VUB. The research investigated the degree to which Flemish youngsters find themselves happy. It was remarkable to see which finding of the study was highlighted. Some focused on the positive aspects, others titled the more dark side of our youngsters. It is clear that black and white is not inherent to our information age and nuances are demanded. Also characteristic of the information age is that no subject is left uninvestigated, which permits us to be better prepared then ever.

Read all about it in this week's column.

Marketing rocks

The music industry is clearly reinventing itself. Recently, Radiohead decided to sell his new album only on the Internet (see also below). Even more remarkable was the fact that people could decide themselves how much they paid for the album. The other 3 'historical' P's defined by Philip Kotler -place, product and promotion- also ask for a new approach in the Internet age.

Read all about it in this week's column.

T-shirt in a Bottle

Coke is making t-shirts out of recycled plastics. To make fabric, plastic bottles are shredded, distressed and turned into polyester thread. This fabric is turned into a T-shirt with little branding other than a small, red Coca-Cola tab on the bottom of the right seam.“We envision a world in which our packaging is no longer seen as a waste, but as a resource for future use”, according to Kelli Sogar, Coke’s licensing merchandise manager. With this effort, The Coca-Cola Co. approaches to the trend of invisible branding and Social Responsibilty of Business.

Source: Advertising Age

ALDI informs

An honest relationship is a solid basis for a good relationship. That is what Aldi must have thought when it started communicating about the expected price increases. For a company that is characterized as silent and closed, this is at least a remarkable action. Aldi first communicated in Germany, then in the Netherlands and last Friday, Aldi published an ad in some newspapers in Belgium announcing some price reductions as well as 'price increases if we really have to'. A positive act for the brand or not?

Read all about it in this week's column.

Infantile

Benjamin R. Barber has published a new book called 'Consumed' or translated in Dutch 'de Infantiele Consument'.
In the book, consumer capitalism is under fire. Key thesis is that modern consumer society constantly creates artificial needs and makes consumers 'kidults', who prefer easy, simple and fast things. Is this a correct interpretation or too black and white?

Read all about it in this week's column.

JEP Campaign

Last week, the “Jury for ethical practices” (JEP), launched a campaign to promote its own body. Are these messages relevant for consumers? And do all consumers know JEP?

Building a b(r)and

Last week, rock band Radiohead released their latest album on the internet. Nothing new, except that fans have a lot to say in the purchase process: each decides how much he or she is willing to pay for it. A precedent in the music industry.

The music industry's business model is changing. The drop in revenue coming from records (whether be it from material or unmaterial formats) needs to be compensated by increased revenues from touring, sponsoring, merchandising... Ringtones can help, but also more "creative" ways have been developed to extort money out of the fans: during live performances, a band requested its teenage crowd to call a specific number with their mobiles so they could get a video of themselves at that performace and share it...

Apparently, new ways have emerged to milk cash out of the fans. However, it still remains unclear how the whole business model should be re-conceived. Recent events have demonstrated the artists and labels willingness and attempts to adapt: Sarah Bettens released her album through a newspaper, which required the newspaper to double its circulation. Madonna resiled her contract with Warner for a "360-degree" contract that including concert, merchandise and endorsement deals (and - who knows - video games...). And multinational record companies have dropped selling songs protected by digital-rights-management. Have they lost any hope in capturing value from online sales? This week Economist article provides an answer to that. Clearly, changes are undergoing.

Besides its innovative pricing policy for the download version, Radiohead is also set to release a box containing several LP's, cd's, booklets and artwork. Price tag: 40£. Thus, on the one hand, songs available for download to anybody; on the other hand, value-adding merchandising, in line with what the most loyal fans would expect.
In any way, unconditionally agreeing with the consumer's demanded price once again shows how the consumer is getting has the final word.
Consumer empowerment: not only in the building of a b( r )and, but also in the pricing of its products… and record companies should realize that as well.

Marketers are returning to the great outdoors.

Outdoors Lion Winner 2007

Frustrated by the declining ability of television to deliver mass reach that is cost-effective, advertisers are putting renewed emphasis on reaching people when they’re away from home. Out-of-home advertising offers a wide and still widening range of opportunities for marketers to make contact with consumers, according to Millward Brown. But...

Sputnik

50 years ago, the first satellite was launched and thus the official beginning of the space program era. Today, the world is more then ever into space ship programs and technology. Tomorrow, visiting the universe can be a dream come true for one of us, whether it is with Virgin Galactic or Q-music.
People are clearly looking for new adventures and discoveries. But not only in space, new paths are walked. Also on television and in the studies youngster's choose, we see a passion for science and discoveries.

Read all about it in this week's column.

New campaign Dove

After the succesfull campaign "Evolution", beauty brand Dove, has released a new campaign "Onslaught". The beauty-industry advertising is under attack again. See the campaign below.

Peeters&Pichal

In the new program on Radio 1, Peeters&Pichal, consumers can pour out their harts to the presenters. Small and large issues of our consumer society pass in review. Recently, a large multimedia and hifi specialist, was under fire when some consumers complained about the selling of used and returned products. Hard day for their spokeswoman or lucky that consumers care and speak up?

Read all about it in this week's column.

A brand for all tides

Last week, Janssen Pharmaceutica announced the loss of almost 700 jobs. In the past, the company was more than once ellected as most attractive employer of the year. Will this reorganization affect the image of the company? And how can companies and brands change the tide after a crisis?

Read all about it in this week's column.

Super market and employer market

In the US, marketing giant Procter&Gamble launched a new image campaign earlier this month. The campaign called 'My Black is Beautiful' is oriented towards Afro-American women. Interesting to see how brands communicate towards immigrants. However, not only in the super market, this is a wanted target group. If we want to be able to sustain growth in Europe, this community is an absolute necessity to fill in vacancies in the employer market. And thus, integration takes place in both worlds.

Read all about it in this week's column.

Private labels

Earlier this month, both Carrefour and Delhaize have launched a new private label. Co-incidence or not? Since years, retailers are more than simple distributors of products. They have become producers of brands. Why does Delhaize introduce a new private brand in the beauty category? And is it a wise decision? Read more about it in this week's column.