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March 17

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Brand Quarterly BQ25. Engagement 2.0 : et si on passait au « goodvertising  et à la communication responsable ? « – The brandnewsblog l Le blog des marques et du branding. Dernier volet de ma trilogie d’articles consacré au « branding 2.0 », après « Influence 2.0 : et si on mettait enfin le marketing d’influence au service du parcours client » et « Marketing 2.0 : et si les marques se connectaient davantage aux émotions de leurs clients ?

Engagement 2.0 : et si on passait au « goodvertising  et à la communication responsable ? « – The brandnewsblog l Le blog des marques et du branding

», j’ai choisi de vous parler aujourd’hui de marketing (socialement) utile et de communication responsable. Ceux qui me connaissent et qui lisent régulièrement ce blog ne seront pas surpris : ils savent mon attachement aux thématiques de la responsabilité sociale et environnementale et aux principes du « marketing implicatif » en particulier, formulés par Florence Touzé¹. J’ai d’ailleurs consacré plusieurs billets précédents à ces thématiques, que je vous invite à redécouvrir². Comment rendre la marque plus engageante en tournant le dos aux vieilles recettes du marketing « pousse-produit » ? Avec l’application Free2Move, le Groupe PSA lance sa plateforme de services de mobilité. Nimuno's Lego Tape Turns Anything Into A Lego-Friendly Surface. The shrinking and emerging demographics marketers need to know. The life trajectories of different demographics across the UK are changing.

The shrinking and emerging demographics marketers need to know

The challenge of securing a foothold on the property ladder has transformed Britain into a country of renters, spending their money on cars and holidays rather than investing in their houses. Over the past decade over one million people who would previously have bought houses, have been forced to rent instead, according to a five-year study of UK consumer financial habits by Experian. The research shows a significant polarisation of wealth, creating a marked gap between old and young, homeowners and renters, high-net worth individuals and the rest of the population. As a result, the consumer groups marketers target today may not exist in the same capacity in the future – if at all.

Over decades this demographic has worked its way into bigger and better houses. “They’re not the most spectacularly wealthy retirees and it is very much about trying to get a decent return on their savings. Why Starbucks thinks ‘being everywhere’ works against the brand. Starbucks has claimed its global dominance poses a challenge because it causes consumers to not associate the brand with quality coffee, which is why it is increasing its focus on Starbucks Reserve shops.

Why Starbucks thinks ‘being everywhere’ works against the brand

Speaking at the UBS Global Consumer and Retail Conference yesterday (9 March), the company’s CFO Scott Maw says independent coffee shops are threatening to steal customers away by doing “what Starbucks has been so good at for so long”. “It’s that third place environment, it’s a comfortable place to be, it’s an up-leveled coffee experience. And so what we know is when we get our service right, no one can touch us,” he said. As a result, Starbucks says there is “some urgency” around the Starbucks Reserve brand, which looks to offer more exotic coffees, table service and food. Its first European store launched in London in 2015. Maw also admits the brand’s global presence has led to “ubiquity in the consumer mindset”. Nation Branding: Swiss on a Roll in 2017 Best Countries Ranking. America is going to have to wait at least another year before it can start winning so much it begs to stop winning – at least it does in one particular ranking.

Nation Branding: Swiss on a Roll in 2017 Best Countries Ranking

U.S. News & World Report, Y&R’s BAV Consulting, and the Wharton School of the University of Pennsylvania have teamed up for the second year to calculate the World’s Best Countries, in their estimation. The annual nation branding ranking reflects a survey of 21,000 residents of 80 nations, assessing factors including from political and economic influence, citizenship and quality of life. Switzerland takes the cake as the world’s best nation. Helping it win that title is its distinction as the best country for a corporate headquarters as well as its third-place finish in the “best country for a comfortable retirement” listing. Second-place Canada won kudos for its national commitment to multiculturalism, while Brexit didn’t seem to affect the United Kingdom too much, as it stayed in the third spot behind Canada. Adding a Timer to the Bottle, Pantene Promotes Five-Minute Showers. The theme of the United Nation’s 2017 World Water Day on March 22nd is wastewater and also “Why Waste Water?”

Adding a Timer to the Bottle, Pantene Promotes Five-Minute Showers

With a program of events to urge consumers, companies and governments to take concrete steps and bold actions to tackle the planet’s water crisis. One such bold solution comes from Pantene, a product that can’t function without water, but is also keen for consumers to conserve water at the same time. The P&G-owned shampoo has been promoting sustainability and water conservation in Southern California, where it introduced a limited edition ShowerGlass bottle last November at Vons supermarket locations in Los Angeles. The goal was simple: to help consumers take shorter, more effective, showers. Each shampoo in the new line features a five-minute hour glass timer strapped onto the bottle with a silicon band.