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Réussir sur le marché des jeunes

Réussir sur le marché des jeunes
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L’impact du phénomène banlieue sur les marques de prêt à porter haut de gamme Marketing to Women- London conference, 13 Oct 2004 SWOT Team The WOW Factor Tom Peters, in his The Pursuit of Wow!, discusses creative ways to turn readers into "proactive, action-oriented winners in the marketplace." As Peter says, "Being average has never had much appeal. Better to fail with flair in pursuit of something neat." (Of course, as Homer Simpson says, "Trying is the first step toward failure." Especially if you have a great product or service in the offing and a fired-up sales team, you want to launch with a great, juiced-up marketing campaign. When you need the WOW factor, or when you need to make your company, product or service stand out from the rest, where do you turn for inspiration and creativity? Are you creating works of art in the form of marketing plans? This Week's Dilemma Pursuing a WOW campaign to market productsWe have a great product, the marketing support materials are in place and the sales team is hungry, but we want to add a "wow" factor to our product launch. Previous Dilemma Open me, I want your attention! 1. Michel J. B.A. 2. 3.

Comment une marque, via la publicité, peut-elle créer de l'empathie avec les jeunes Le fait majeur dont tout découle et qui constitue le prisme incontournable au travers duquel on doit comprendre les comportements de consommation des jeunes et leurs motivations au moment d'adhérer à une campagne de communication, est l'affirmation des jeunes en tant que personne et plus seulement en tant qu'individu, Quand l'individu n'existe qu'en tant que tel, la personne, elle, existe en porosité et en échange avec son milieu et son environnement. Le début du 21ème siècle est singulièrement marqué par le déclin des modèles individualistes. relecture du culte de la performance à l'aune du temps libre donc du temps pour soi, sacrifié. Critique des référents uniquement centrée sur l'individu ( hédonisme, la gratification, la méritocratie…) Rejet de la différenciation :la singularisation à tout crin (logomania)en accord avec la volonté d'affirmer sa vraie personnalité. Celle ci doit obéir à un double paradoxe : Le CONFORMISME DE VALEURS: 2001 est- bien différent des années 90. 1. 2. 3. 7.

Fifty, Female and Forgotten? Kim Cattrall recently became the celebrity face for Olay Total Effects 7-in-1 Advanced Anti-Aging Body Wash."I'm 54, and Olay isn't scared to put a woman of my age up on a poster for their campaign," she commented. "I think that communicates an incredible message for women everywhere." Cattrall and Olay are the exceptions. Sharon Stone, Raquel Welch, Christie Brinkley, Valerie Bertinelli, Sela Ward, Jaclyn Smith and Kim Basinger are all over 50, and rank at #1-7 on StyleBistro’s list of most beautiful women who are 50 or older. And yet they are all being passed over and excluded by the beauty industry, according to a recent AARP Media Sales report which found that nearly two-thirds of women in that age group feel forgotten, while 70% don’t identify with beauty products geared towards a younger demo. “Turning 50 in no way means that women lose interest in their appearance,” explains AARP Media Sales research director Mark Bradbury in an AARP release.

Brand Management and Branding In this section of the Principles of Marketing Tutorials we take all that has been discussed to this point and see how marketers use this information to manage business decisions. In particular, in this tutorial we focus attention on the importance of marketing planning with special attention given to the role marketing strategy plays in the planning process. For marketers planning is an essential task that must be continually undertaken. As we will see, shifting market conditions, including changing customer needs and competitive threats, almost always insure that what worked in the past will not work in the future, thus requiring revisions in how a product is marketed. Marketing planning is also important since it is often a prerequisite for obtaining funding whether one is a marketer in a large corporation seeking additional money for his or her department or is part of a small startup company looking for initial funding.

The Science Of Storytelling: How Narrative Cuts Through Distraction Like Nothing Else Note: This article is included in our year-end storytelling advice round-up. Humans live in a storm of stories. We live in stories all day long, and dream in stories all night long. We communicate through stories and learn from them. When it comes to marketing, a company like Coca-Cola gets this. As Scott Donaton argued in a recent Co.Create post, other brands should learn this lesson as well as Coke has. Brands play in an intensely competitive attention economy. So this is the most fundamental challenge we face in the attention economy: how do we pin down the wandering mind? To illustrate why, let’s run a thought experiment. Don’t bother watching the whole thing. But not so fast. “We” know the story is fake, but that doesn’t stop the unconscious parts of the brain from processing it like real. But this all leads to a bigger question. Jonathan Gottschall is the author The Storytelling Animal: How Stories Make Us Human, published by Houghton Mifflin Harcourt.

Global Brand Strategy by Sicco van Gelder - the seminal book on global branding J.Crew in Britain: Fashion Brand Takes American Style Global Behind this week’s cover Dozens of shivering British fashion bloggers, TV personalities, and socialites snake down London’s Regent Street, waiting patiently to get into the Nov. 6 opening night party for the J.Crew flagship store. Inside, bearded men like James Middleton, brother of Kate and Pippa, browse skinny ties and shrunken blazers. Women in full skirts and crop tops paw through tables of pastel cashmere. Minus a few British touches, such as mannequins topped with Grenadier Guard-style caps, the Regent Street store could be in Ohio or Nevada or New York. Back in the store the next day, Drexler, sitting on a couch in the women’s shoe area, is thrilled to talk about the transformation of his company from sweater catalog to the kind of international brand that draws A-listers on a chilly London night. The J.Crew that Drexler’s referring to isn’t that new; it’s also very much a Jenna Lyons Production. By the mid-’90s, America knew its heather pine cardigans from its lilac.

Domenico Jervolino Paul Ricoeur et la pensée de l'histoire - Labyrinth vol. 3, Winter 2001 Domenico Jervolino Ricoeur et la pensée de l’histoire: Entre temps et mémoire Il nous a bien donné une sorte de récapitulation de l’essentiel de son travail philosophique dans Soi-même comme un autre, mais il nous offre encore de nouveaux développements comme des dons amicaux qui nous permettent de synphilosophein, de penser ensemble, avec lui. C’est justement la pensée de l’histoire qui constitue le thème d’une méditation qui ne cesse de se présenter dans l’itinéraire de Ricoeur, en partant - si l’on veut choisir un point de repère emblématique - de l’article de jeunesse Husserl et le sens de l’histoire paru en 1949 dans “La revue de métaphysique et de morale”. Après quelques années on retrouve cette problématique de l’histoire dans le premier recueil d’essais du philosophe : Histoire et vérité, 1955 - avec son double volet : vérité dans la connaissance historique, vérité dans l’action historique.

Luxury Fashion Brands Targeting Global ‘Yummies’: Young Urban Males Luxury fashion may be switching gender and age roles. In much of the world now, the most attractive demographic for such companies as Burberry (BRBY) and Coach (COH) isn’t middle-aged women with sky-high credit limits; it’s twentysomething men with smartphones and self-esteem issues. At least that’s the theory put forth recently by a three researchers at HSBC. “The metro-sexual, that cliché from 20 years ago, is now becoming a commercial reality,” the HSBC team writes. Young dandies want to flash blue-chip brands as soon as they can afford them, while older consumers closer to the top of the socioeconomic pyramid don’t have as much to prove. But hasn’t it always been thus? In trying to impress, HSBC says many young men are also looking past cars for the first time. Not only are these gents making generous incomes, but thanks to increasingly global marketing and media, they don’t have to be anywhere near the epicenters of luxury to know what’s on-trend.

Douglas B. Holt on Branding as Cultural Activism Branding as Cultural Activism by Douglas Holt from How Brands Become Icons: The Principle of Cultural Branding, Harvard Business School Press (Sept. 2004) Iconic brands are built by cultural activists. Yet, while many companies would love to create a Nike, a Budweiser, or a Mountain Dew, most are organized to act as cultural reactionaries, whose practices are the opposite of the activism that is required. Managers typically view identity brands through the prism of the mind-share model. Mind share constructs a present-tense snapshot view of the brand, which blinds managers to emerging cultural opportunities. To systematically build iconic brands, companies must reinvent their marketing function. Four Kinds of Cultural Knowledge Managers require knowledge about their brands and their consumers to develop strategy. Cultural knowledge focuses on the major social changes impacting the nation, rather than on clusters of individuals. For identity brands, the approach is different.

Le triangle mimétique Professeur de littérature dans une université de Californie,René Girard est né en France en 1923 à Avignon. Etudes à l’école des Chartres puis aux Etats-Unis où il devient archiviste-paléographe et docteur de l’Université de l’Indiana ; il enseignera longtemps à l’Université John Hopkins et vit désormais à Stanford en Californie. Pourquoi Stanford et la Californie ? Girard a de très hautes prétentions :il veut révéler entre autres les origines de toute les civilisations, en particulier de la civilisation occidentale porteuse selon lui de trois secrets essentiels : la violence est le fondement de toute société ; le rite religieux est le fondement de toute culture ; la Révélation chrétienne a radicalement bousculé ces fondements en substituant l’amour à la violence. Nous consacrerons 3 parties dans cet exposé la première pour expliquer en qui consiste le mimétisme et le désir mimétique Le triangle mimétique Les ailes du désir... une illusion née des désirs concurrents.