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There's a big controversy these days in Social Media Marketing between the huge business opportunities and the fact that the more consumers are digitally empowered, the less they want to release their personal data and privacy to third parties. TNS Digital confirms this trend, demonstrating that not so many Social Networks users are open to brands. In this attention economy, the competition has never been that strong. A competition that not only happens in a virtual world but truly in real life: local stores are progessively implementing Social Media tactics; mash-ups are now in-store (see H&M + Lanvin former collection). Marc Menesguen, Managing Director of Strategic Marketing for L’Oréal has recently declared for Cap Gemini that "The difference between the traditional model and the new one that is emerging, is a difference between positioning and movement.Today it’s not enough to think about brand positioning (...) the consumer is even more central to our strategy.
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The BMW Guggenheim Lab is a mobile laboratory traveling to major cities worldwide. Led by international, interdisciplinary teams of emerging talents in the areas of urbanism, architecture, art, design, science, technology, education, and sustainability, the BMW Guggenheim Lab addresses issues of contemporary urban life through programs and public discourse. Its goal is the exploration of new ideas, experimentation, and ultimately the creation of forward-thinking solutions for urban life. The current theme of the BMW Guggenheim Lab is Confronting Comfort , exploring notions of individual and collective comfort and the urgent need for environmental and social responsibility. The BMW Guggenheim Lab launched in New York and ran from August 3 to October 16, 2011, before continuing on to Berlin. The Berlin presentation, which ran from June 15 to July 29, 2012, was organized in collaboration with ANCB The Metropolitan Laboratory.
We have written extensively at Read/WriteWeb about Attention and the Attention Economy . As a concept attention makes sense to anyone who is online today. We know when we are paying attention and we know what we are paying attention to.
I recently had to write an essay for Ogilvy about what pervasive creativity could mean. Here are some of my first insights. As Zygmunt Bauman says, we live in the era of liquid modernity . Before: when an issue arose, we used to go to “ solid ” icons: local institutions, Church, family. To the senior professionals of the linear function we belonged to. It has all changed: now you have less and less time to solve more and more problems.