The power of relationship

When Starbucks arrived in countries with a strong local coffee tradition (like France), it was hard to believe that the American brand could find its place. If bars and ‘bistrots’ are standing still, some of them have been able to transform themselves, attract a new target audience (younger), and live a second life. Within this […]

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Unlimited territory

At the beginning, it may have sound like a joke told at a wrong moment. A marketing stroke similar to the Mikado’s viral campaign (cf. Question of DNA, weekly note, 1st February). Although it wasn’t the case, the idea was not less disruptive. After make-up products proposed by Ladurée (delicatessen), here comes Carlsberg (beer) with […]

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Surrealism

All brands are trying to build-up unexpected partnerships today. To be noticed in an highly competitive environment where a ‘simple’ presence in the media is not enough anymore. But also to assert their modernity. A modernity that sometimes is getting closer to a surrealist world where washing machines would be associated with umbrellas… How to […]

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Object supplement

To surf on crowdfunding sites is a bit like attending to innovation fairs without moving from our own seat. An interesting snapshot of today’s concerns and expectations. On kickstarter.com, a project can be discovered. A bit curious, but it is announced to be able to revolutionize the everyday life of beer connoisseurs. The idea is […]

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Men in the kitchen

It has been very well known… since time immemorial, men go and hunt while women stay and harvest! Then, how not to be astonished when a German kitchen-maker, based in Düsseldorf, presents himself as a Brand specially designed for men? Its name? BUTCH. Hard to be less evocative… Sober grey walls, black ceiling, industrial touches […]

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