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As Web 2.0 is about relationships, cross channel integration of customer relationship management is paramount. “The companies need to understand how customers and potential customers use the Web, use social networking, when they like to buy online, when they prefer to go to a store. They need to adapt to be customer centric,” says Rubinic. “Web 2.0 is great for conversations, winning influencers and ambassadors for the brand through open, honest talk, but it is still just part of the brand experience.” User-to-user communities that are owned and managed by the brands themselves are important, but what about everything—the blogs, the YouTube videos, the Second Life discussions—that is beyond the control of the brand? “Brands must get away from the idea of control.
In the early summer of 2011 STOYN presented its experimental project—Stoyn Ice-Cream. The idea of hyper-real ice-cream sculptures came to us 4 months earlier when we decided to make a promo for our newly created studio. As we believe that the idea of the brand can be expressed in a multitude of ways: music, urban landscape, food. STOYN Ice-Cream is a design experiment in which the ice-cream is shaped in the images of several key cultural figures of the 20th century, each with a unique flavor.