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.

World war

The economy is growing and companies are in search of new employees who can help to realize this growth. The thickness of the weekly Jobat and Vacature combined with the cry for help by several branches of industry make it clear: the ‘war for talent’ rages fiercely.

It’s clear that traditional formulas no longer function now that the ‘war for talent’ is starting to turn into a ‘world war’.

Read all about it in this week’s column.

Adland's Hall of Shame

Zorra, the forum that keeps a critical view on role patterns in advertising, has recently opened an exhibition on Second Life. In ‘Gender& Advertising’, one can see good and bad examples of the last 10 years. Earlier this month, Campaign, published an article titled ‘Adland’s Hall of Shame’. Is the advertising sector adapting itself to our times?

Read more about it in this week's column.

After Levi's

Two weeks ago, we wrote about the gay and hetero advertising of Levi's.

Now, I show you a new ad for the holebi federation made by VVL BBDO.

King and Princess

Last week the 30th birthday of the death of Elvis Presley was celebrated and next week, it will be 10 years ago that Princess Diana unfortunately deceased in a car accident in Paris. Both personalities have only a few things in common, however they are both strong archetypes. Brands also strive to act upon one archetype, especially niche brands. But, is this still a valid strategy in times where the consumer has multiple personalities?
Read all about it in this weeks' column.

Pink pants

Diversity is part of our society, but do brands already act upon it? Check out Levi's, who has made 2 versions of their latest 501 commercial, one with a homo and one with a heterosexual ending.

See the commercials below and read all about it in this week's column.

Heterosexual version



Gay version

Inspiration

Vacation is a time to relax and let go of business as usual. But it is also a time where you can take some time to get inspired. During my summer holidays, I've read some very interesting literature from Mario Vargas Llosa, Koen Peeters and Dimitri Verhulst. Read my thoughts on these 3 books in this week's column.

Lookback

Vacation is starting for most of us, so time to look back! That is what IPA (Institute of Practitioners in Advertising) did. They analyzed all effectiveness winners of the last 25 years. What are key lessons? Read all about it in this week's column.