Category / EN : News

by YannigRoth

My Favorites in September: Airbnb’s Brand Strategy, The World’s Last Globemakers & Mothers of ISIS Fighters

Image via boredpanda.com

Image by Bellerby & Co Globemakers

How/why did the Amazon Phone fail? What do Converse and Airbnb do in order to make their brands attractive to existing communities? And do globemakers still exist today? Some answers are answered in this month’s favorites.

It’s a heterogeneous mix of articles about branding, marketing, ISIS and more that I would like to share this September. My personal favorite is the last link of this list, a truly insightful post by Standard Chartered Bank’s Global Head of Digital Marketing, Damien Cummings. I would urge every other brand marketer to write something similar, it would make my life so much easier 🙂 And it would allow for a lot of synergies between brands and agencies.

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by YannigRoth

My Favorites in August: Brand Challenges, Speaking Out Against Racism & The Creative Apocalypse

Illustration by Andrew Rae (via nytimes.com)

“The Creative Apocalypse That Wasn’t” (via nytimes.com, illustration by Andrew Rae)

August, the month of holidays, sunshine, nature and sports… right? To me it was all of the above, but I also read a couple of very interesting articles, watched debates and opinion pieces. In this month’s favorites you will find a single article about cycling (!) and many more about creativity and innovation, marketing challenges and tolerance.

Yes, tolerance. I translated the short position piece of a German TV anchor, published it on this blog and on YouTube, and was stunned by all the hate comments that it received. After the surprise, and thinking about it, I see it as a sad manifestation of trolls’ and racists’ hopelessness. I prefer them to just comment under a video than to represent me in our parliaments and institutions. Anyway, here are some much more interesting things to read and watch. I hope you’ll like them too.

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by YannigRoth

“Open your Mouth. Show Attitude.” @AnjaReschke1’s Comment Against Hate Speech (in English)

In a time where Europe sees increasing news coverage about migrants both inside (ex: Paris, Calais) and outside its borders (ex: Syria, Lybia), there is a worrying uptake of public hate speech on the internet and attacks on refugee shelters. Yesterday evening, in the German television news program Tagesschau, broadcast on the German public-service television network ARD, Anja Reschke made a 2-minute, important statement on German public TV: “Open Your Month, Show Attitude.” While anyone can have an opinion on the way – and the extent to which – countries should receive and help migrants, there a universal, important message in what she said. Here it is in English (links and bold passages added by myself). Continue reading →

by YannigRoth

My Favorites in July: Heineken’s Creative Ladder, Airbnb in Cuba & Pretending to be a Successful Startup

Image via Short Film Corner Cannes

Image via Short Film Corner Cannes

Stay thirsty for creativity, “Creative Marketer of the Year” Heineken said at Cannes Lions this year, where Senior Global Brand Director Gianluca Di Tonda said the brand was “in the business of connecting emotions” while Global Marketing Executive Director Soren Hagh added that great creative work is often made by “people who take risks.” In this post, I share some links about the good & the ugly of creativity, about eYeka’s community members, about scaling a business in a country where there is little or no internet access. You’ll also find two links about failing crowd-based businesses – Quirky and Homejoy – and about pretending to be big when you’re not. Continue reading →

by YannigRoth

My Favorites in June: Apple World Gallery, Heineken Lock & Google Expeditions

Image via Cannes Lions Archive (click to see video)In June, I would like to share more creativity and advertising, a bit less crowdsourcing and a lot less research-related stuff. And not only because it was Cannes Lions season. The image on the left shows an excerpt of Apple’s “World Gallery” video, which won the top prize in the Outdoor category, and which I share an article about in this post. I really like that a people-powered brand campaign won a Grand Prix at Cannes, it shows how advertising is taking user-generad content seriously. Other links relate to Facebook stalking, Russian humor, smart activation campaigns and… crowdsourcing. I couldn’t help it. Continue reading →

by YannigRoth

My Favorites In May: Airbnb’s Impact on Hotels, Facebook’s Branding & Italian Architects Fight Crowdsourcing

Image via "Office of Ben Barry"

Image via “Office of Ben Barry”

Here are 10 tweets from the month of May, which I found worthwhile sharing again. Two of them are about architects and their attitude towards competition(s), one is about corporate branding and design (see the image on the left), others just share some nice advertising. I also enjoyed reading this AdAge article about Google’s battle against click fraud, which costs online advertisers its customers $6.3 billion a year, according to a study by White Ops and the ANA. It nicely reminds us that every internet service has a cost – in this case it’s combatting abuse – which impacts both the bottom line of the company and that of its users. Gaining trust in online environments is crucial, which is why Google went “public” with this article, a nice PR effort to position itself as an industry leader.

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by YannigRoth

My Favorites of April: Coca-Cola in France, Cycling in Rwanda & Doctoral Fraud in Germany

Click to see more (Mashable)

Click to see more (Mashable)

In April, a lot of things happened. Most importantly 🙂 we released our Crowdsourcing Trend Report, which provides marketers some insights into the crowdsourcing industry for the first time since Forrester Research’s reports of 2011 and 2012. The report has had some fantastic traction and has generated coverage in Australia, France, the UK and beyond! But beside that, other highly interesting things happened, from Linkedin’s acquisition of Lynda to Quirky’s acquisition of Undercurrent.

But this post also shares some more light-hearted stories and links, like this Mashable story about Coca-Cola’s early marketing efforts in France, or a documentary about one of Rwanda’s young cycling talents. I hope you will be as inspired as I was in April, and invite you to follow me on Twitter, where I share much more than what’s below.

 

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