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Week of 17 oct , 2013

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Audace - Urban Outfitters et son projet de ville à thème en 2016. Publié le 10 octobre 2013 En prévoyant de sortir de terre une cité conceptuelle d’ici trois ans, Urban Outfitters poserait-il les bases d’une nouvelle génération de lieux de vie brandés de A à Z ?

Audace - Urban Outfitters et son projet de ville à thème en 2016

Imaginez passer un week end en famille ou en amoureux dans une ville qui serait entièrement aux couleurs d'une marque... Certains parleraient surement d'utopie. Mais comme l'utopie est souvent la réalité de demain, le groupe Urban Outfitters a décidé de griller deux ou trois étapes en concevant le premier village 100 % tourné vers lui et les marques... En s’étalant sur 2 hectares dans les anciens Jardins de Waterloo de la banlieue de Philadelphie - ville symbolique où la marque a ouvert son premier magasin dans les années 70 - le projet au nom actuel de Devon Yard s'offre un espace digne d’une énième idée mégalomane de Donald Trump.

Com’s October 2013 Trend Briefing “CONSUMER TREND CANVAS” shows you how to understand and apply ANY consumer trend, today. The INTERNET OF CARING THINGS means connected objects that serve consumers' most important needs: physical and mental wellbeing, safety, security, oversight of loved ones, and more.

com’s October 2013 Trend Briefing “CONSUMER TREND CANVAS” shows you how to understand and apply ANY consumer trend, today

You're probably already familiar with the innovations that have blazed an early CARING trail. The Nest smart thermostat*, NIKE fuelband and Fitbit, for example. But now, as consumer demand and technological capacity converge, the INTERNET OF CARING THINGS will evolve in exciting new directions. To Stay Fit and Nimble in Slow Market, Nestle Plans to Shed Underperforming Brands. Brand strategy Posted by Dale Buss on October 4, 2013 10:43 AM Once, PowerBar was a pioneer of the nutrition-bar segment, a unique product that joined Silk soy milk and a handful of other far-sighted innovations as the harbingers of a whole new American better-for-you-food trend.

To Stay Fit and Nimble in Slow Market, Nestle Plans to Shed Underperforming Brands

But now the brand is merely one of hundreds, nay thousands, of energy bars and other bar formats that take an entire aisle at some US supermarkets, and so Nestle has decided PowerBar isn't pulling its weight. The Swiss food giant reportedly is looking to sell PowerBar and many other "underperforming" units in a brand house cleaning that long has been urged upon it by advisers. In many ways Nestle is a model of modern multinational brand management, having built and expanded powerful franchises in segments ranging from chocolate to water to baby food to coffee.

Cadbury and the Color Purple: Nearly a Century of Use Couldn't Trademark It. Trademark wars Posted by Dale Buss on October 4, 2013 07:23 PM It isn't any easier to trademark the color purple than the color red, apparently.

Cadbury and the Color Purple: Nearly a Century of Use Couldn't Trademark It

Several months after Louboutin's failed effort to trademark the color red broadly for shoe soles in the US, Cadbury has been knocked down by a UK court over its attempts to trademark the use of purple in its chocolate wrappers. Cadbury lost its five-year court battle to Nestle over whether Cadbury could register a distinctive shade of purple as a trademark, a specific shade—defined as Pantone 2685C—that it has used on its Dairy Milk bars and other sweets since World War I. "The mark ... lacks the required clarity, precision, self-containment, durability and objectivity to qualify for registration," one of the judges in the case said, according to The Guardian.

Marketing Takeaways from The Passion Conversation book. 4 Questions. 4 Answers.

Marketing Takeaways from The Passion Conversation book

For you. Last month I shared the Introduction chapter to my latest co-authored book, THE PASSION CONVERSATION. This book reframes word of mouth marketing as being about sparking love and passion from customers (and employees) to sustain meaningful conversations about brands. This month I’m sharing the Q&A section from the elaborate media kit we sent to the business press. There are some knowledge nuggets in this Q&A that share more insight into the strategies and stories discussed in the book. Q1: The subtitle of The Passion Conversation is Understanding, Sparking and Sustaining Word of Mouth Marketing. Clearly, HOW we talk has changed and is changing but the WHY hasn’t changed.

These Shoes Ain't Just Made for Walkin': The Cause Marketing Biz Model. "I know it's a lot of money, but for every pair of shoes purchased, a pair is donated to help kids all over the world who can't afford shoes.

These Shoes Ain't Just Made for Walkin': The Cause Marketing Biz Model

" These were the words of my 13-year-old daughter as she was convincing me to buy her not one, not two, but three pairs of TOMS shoes! Even though I thought three pairs of shoes at $77-a-pop was a bit extravagant; I justified the decision in my head, telling myself that I would be helping kids who weren't nearly as fortunate as my own. On the drive home, I learned that TOMS had been a recent topic with my teenager and her friends. I was fascinated. Once we arrived, I asked my daughter, Mikaela, to Google "TOMS," so we could both learn more about who and how this organization was helping. I soon discovered that TOMS is a leader in the "cause marketing" world.