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April 2018

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Sign In. How blockchain is disrupting loyalty. There has been much discussion about the rise of cryptocurrency and the potential of blockchain when it comes to increasing transparency in the digital advertising ecosystem given its open ledger format.

How blockchain is disrupting loyalty

But perhaps less talked about is the way these new technologies could impact the future of loyalty and CRM. The Psychology of Beer - Neuromarketing. Trois règles d’or pour éviter d’être espionné par son portable. Unilever’s Work on Recycling Plastic Shows CPG Companies Can Lead on Waste. How Ted Baker is creating deeper connections through experiences. Au coeur du branding : 6 clés de succès pour construire et pérenniser des marques fortes… Chose promise, chose due… Dans mes « 8 bonnes résolutions pour bien commencer 2018 », certain.e.s d’entre vous se souviendront peut-être que je m’étais engagé à vous reparler du dernier ouvrage de Géraldine Michel, que je vous avais chaudement recommandé¹, en le présentant brièvement comme un « vade-mecum fort utile, à la fois théorique et pratique, qui regorge de conseils et d’outils précieux pour constituer, développer et faire vivre au quotidien des marques fortes. » Soucieux de tenir parole et toujours animé par cette volonté de partager avec vous le meilleur de l’actualité de la communication et du branding, il me fallait évidemment y revenir.

Au coeur du branding : 6 clés de succès pour construire et pérenniser des marques fortes…

Et après une nouvelle lecture de cet opus passionnant, je vous le confirme : cette troisième édition, largement remaniée, d’« Au coeur de la marque » est tout simplement incontournable pour toutes celles et ceux qui s’intéressent de près ou de loin aux marques et à leur gestion. Découvrez la suite et fin de cette interview dès mercredi ! Pentagram gives American Express a more “cohesive” look. Pentagram has refreshed American Express’ identity, adapting the finance company’s “blue box” logo first introduced in 1975.

Pentagram gives American Express a more “cohesive” look

Headed up by Pentagram partner Abbott Miller, the project set out to bring greater “visual continuity” to American Express’ existing branding, says the consultancy. American Express now has over 112 million business and consumer card customers, and 120 bank partners worldwide, according to the company. The refreshed identity needed give the brand a more “cohesive look” that would work across physical and digital touchpoints on a “global scale”, Pentagram adds. “The challenge for the designers was strengthening a big brand for the small-space digital world, where it can be difficult to make a visual impact with detailed marks,” says Pentagram. “At the same time, the branding had to be effective in the physical world, where identities come to life in large-scale, environmental applications.”

The identity is rolling out across all physical and digital touchpoints. IFTTT helps your apps and devices work together. Heinz 'Mayochup' Is Igniting A Fierce Debate On Twitter. Heinz continues its marketing strategy of stirring debate among consumers, this time on whether Mayochup—a blend of ketchup and mayonnaise—should be released in US stores.

Heinz 'Mayochup' Is Igniting A Fierce Debate On Twitter

Mayochup is currently a real product, although sold only in the Middle East. Account-Based Marketing - An Overview & Resources. 1.

Account-Based Marketing - An Overview & Resources

Clear ROI Effective ABM drives clear business results. In fact, compared to other marketing initiatives, the 2014 ITSMA Account-Based Marketing Survey found that “ABM delivers the highest Return on Investment of any B2B marketing strategy or tactic.” 2. Reduced Resource Waste. The Psychology of Beer - Neuromarketing. [Stratégie Influenceur] : comment Lidl a capitalisé sur son partenariat avec Heidi Klum. Which innovation archetype are you? And how might that be holding you back? Last month I treated myself to a day of innovation and attended the Seattle Future Festival, hosted by Trend Hunter.

Which innovation archetype are you? And how might that be holding you back?

If you don’t already know about Trend Hunter, they are the world’s largest, most popular trend community, with a global network of 200,000 contributors and 3,000,000 fans. Behind the scenes, they leverage big data, human researchers and AI to identify consumer insights and deep dive opportunities for the world’s most innovative companies. One of the highlights of the day was the opportunity to meet Jaime Neely, their Chief Culture Officer.

She told me that Trend Hunter has been perfecting an innovation assessment tool that helps individuals and teams understand their innovation archetypes and recommends specific tactics to help them realize their innovation potential faster. Hollister Dresses Up Bitmoji; Abercrombie Channels John F. Kennedy 04/13/2018. Abercrombie & Fitch keeps stretching its definition of Gen Z style: In its Hollister division, it’s just announced a program with Bitmoji, so users can dress their tiny little avatars in Hollister fashion.

Hollister Dresses Up Bitmoji; Abercrombie Channels John F. Kennedy 04/13/2018

And at the flagship A&F brand, it’s setting sail with a collection inspired by the nautical classics worn by President John F. Kennedy, generations before its target audience ever drew breath. The Bitmoji partnership allows IOS and Android users to dress their avatars in 12 new outfits, with hoodies, tees, bottoms and shoes taken right from its spring collection, and use them in Snapchat. “We aim to create emotional and engaging brand experiences where we know our customers are spending their time,” says Michael Scheiner, vice president of Hollister marketing, in its release. Advertising and Brand Awareness - 6 Perspectives on What Works Free eBook. Is British Airways losing altitude? Consumer Research Techniques. If they a made a movie about your consumer, what role would your brand play?

Consumer Research Techniques

Hero? Trusted sidekick? Mentor? 17 Little-Known Tips, Tricks and Hacks for Using Google in the Classroom. Glossy. Manon Buissart on LinkedIn. Tesco readies more Clubcard changes as it gets back to ‘rewarding loyalty’ Tesco has hinted at more changes to its Clubcard loyalty scheme as it looks to build on work it has done to improve consumer perceptions of the brand through a focus on loyalty, as well as its own-brand offering and marketing.

Tesco readies more Clubcard changes as it gets back to ‘rewarding loyalty’

CEO Dave Lewis said the relaunch of Clubcard last year with contactless technology had “reinvigorated engagement” and given the company “more capability going forward”. In particular, he highlighted synergies between Clubcard and Pay+, Tesco’s mobile payments app, which now has more than 500,000 users across the Tesco business. Bud Light Debuts Orange For Summer, 'Refreshes' Lime 04/10/2018. Bud Light has launched an orange variety for summer, and “refreshed” its lime variety, available year-round.

Bud Light Debuts Orange For Summer, 'Refreshes' Lime 04/10/2018

“Our millennial consumers are eager to try new, flavored options in the light lager category,” said Andy Goeler, vice president of marketing, Bud Light. “We wanted to create something new to engage with these consumers and bring them into the Bud Light family.” Bud Light Orange will be available nationwide from April through September. How Organic Wine Finally Caught On.

To Take Charge of Your Career, Start by Building Your Tribe. Your Strategic Plans Probably Aren’t Strategic, or Even Plans. Executive Summary. What 40 Years of Research Reveals About the Difference Between Disruptive and Radical Innovation. Learn More About Prime Wardrobe: Clothing, Shoes & Jewelry. Julie Macé on LinkedIn: “Very proud of this #geberitaquaclean… The Big Impression: Tesco uses the power of personalisation. Emma Botton, UK marketing communications director, Tesco At Tesco we are firm advocates of the power of out-of-home and Primesights Big Impression research again proves that it is a pivotal media channel to help deliver our brand-building campaigns, such as the current Food Love Stories activity. It is intended to challenge peoples perception of the Tesco brand and our food quality by reflecting a simple human truth that people love to make the food for the people they love – every person has a food love story.

Firstly, it has given us both broadcast scale and frequency to reach the length and breadth of the UK with impact. Frédéric BASCUÑANA on LinkedIn: “Les marques doivent-elles s'investir dans… Log In or Sign Up. Lsa-conso. Le Slip Français on LinkedIn: “"Essayer d'être dans quelque chose… 2166792. Call to Action: Marketing and Communications in Higher Education. Jeremy Communier on LinkedIn: “Immense merci au JT national… Go.contently. The Unforgettable Bag (Full Version) Pricing innovation in retail banking. Banks have invested heavily in efforts to improve the customer experience, but most have done little to innovate their pricing strategies.

Are they missing out on an opportunity? Our latest research reveals some clear advantages to adopting a value-based approach to pricing—and tips for getting started. Price is what you pay. Guillaume Gibault on LinkedIn: “Mardi matin, j'étais invité sur… Christophe GRUHN on LinkedIn: “Rule No. 1 of a… Salon E-Marketing Paris on LinkedIn: “Le plus grand salon du… Quel est l'impact du RGPD sur les places de marché.

20+ Web Tools to Help Students with Their Writing. 20+ Web Tools to Help Students with Their Writi... The Future of Brand is Experienced and Shared. 6 Steps to Allocating B2B Marketing Spend, Free Sales Engine Media Infographic. Learn How to Create Engaging Learning Experiences. User Experience (UX) vs. Customer Experience (CX): What’s the Dif? / DigitalGov - Building the 21st Century Digital Government. 'The Best or Nothing': Mercedes-Benz Outlines Brand Transformation. Daimler is punching the accelerator to build its worldwide car-sales lead for the long term, and its modus operandi for that push is illustrated by a new US brand campaign for Mercedes-Benz.

On Thursday, Daimler CEO Dieter Zetsche outlined why 2017 was the most successful year in the company’s history at its annual meeting in Berlin and also laid out how he’s leading the company through the greatest transformation in its history, with a focus on five strategic areas. “We take advantage of the opportunities that arise from change,” Zetsche said at the meeting. “That’s why we occupy the top spot today.” And why Mercedes-Benz can build a credible case around its current brand positioning—”The Best or Nothing.”

The positioning is playing out in its current marketing efforts. Jon Hamm provides the voiceovers to the flight of ads, which all in various ways speak to the brand’s innovations in luxury, sustainability and performance. Coca-Cola launches marketing campaign ahead of the sugar tax. Coca-Cola is launching a marketing campaign for Coca-Cola Classic that aims to reinforce its “uniqueness and specialness” just as the sugar tax comes into effect, forcing up the price of Coca-Cola’s flagship product. The ‘We Do’ campaign goes live tomorrow (6 April), the same day the tax comes into force, and will run for four weeks across outdoor and social media. En 1999, il a prédit l'arrivée des smartphones, voici ce qu'il présage pour la suite. Portable, beeper, calculatrice, appareil photo numérique, enregistreur audio, baladeur mp3, télévision : "Pendant les prochaines années, tous ces appareils ne vont former plus qu'un".

The biases of strategy. The Future of Brand is Experienced and Shared. Pepsi and Suntory Woo Japan’s Hardcore Cola Fans With J-Cola. PepsiCo and Coca-Cola compete the world over, but their rivalry probably doesn’t get any more interesting than in Japan. Dove Partners With Cartoon Network to Promote Self-Esteem. Louis Vuitton Smart Luggage Tells Owner Where It Is Using IoT by Sigfox. Louis Vuitton, the iconic luxury brand, and Sigfox, the leading IoT service provider, have more in common than being French and global.