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 […]

Continue Reading

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 […]

Continue Reading

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 […]

Continue Reading

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 […]

Continue Reading

MSP (Mutiple Selling Proposition)

Klorane, the plant-based haircare brand of Pierre Fabre Laboratories, has recently announced to open in June, in 5 different cities, some pop-up points of sales where anyone could benefit from advices… Why not? It confirms the interest of lot of brands, whatever their core activity, in this type of stores. But, the most particular part […]

Continue Reading