Tag / brand

by YannigRoth

Why we are launching HIRONDO, the global expert network for marketing (and more)

About 20 months ago, I started freelancing as a fractional and part-time CMO, marketing director, marketer… whatever you call it. My first gig at Optee was full-time and lasted 6 months, the next year I worked in 2 companies part-time, IMPACT+ for 6 months and Driveco for 10 months, and today I work at The Keepers, part-time.

In all those cases, my clients had big goals, limited manpower, little marketing expertise, no one to lead marketing strategically internally, and -as always- lots of lots needs. This is where I came in.

Since I cannot deliver on 100% of marketing myself, I have surrounded myself with trusted experts in CRM, RevOps, design, brand, content, events… with whom I was able to help my clients get where they needed to be. This is how Hirondo, your company’s most reliable marketing partner, started.

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by YannigRoth

These Videos From Spain, Ukraine and France Made SK-II Rethink Their Marketing

Image via SK-II.com.sg (click to access)

Image via SK-II.com.sg (click to access)

Earlier this year, SK-II (one of the few beauty brands that P&G decided not to sell this summer) announced a new brand philosophy: #ChangeDestiny. The big idea is that women should take their destiny in their hands, to position SK-II as a brand that allows women to do more and “to inspire women to change their own destiny, regardless of the little “dictators” in their life.” The campaign was launched with a film featuring Misa Kuranaga – the first Asian to become Boston Ballet’s principle dancer – and showed how her life story defied the odds to achieve professional success. To bring the brand platform to life online and make it more relevant to young consumers, SK-II also turned to crowdsourcing. Continue reading →

by YannigRoth

Vintage Packaging Of Our Favorite Brands & Products

Museum of Brands Packaging and Advertising Cereal Boxes

A couple of weeks ago I visited the “Museum of Brands, Packaging and Advertising” in London. It’s not far away from Portobello Road and describes itself as “a treasure trove of retro design and memories” which instantly caught my attention as I am a fan of memorabilia! The museum, founded by a collector called Robert Opie, indeed gathers over 12,000 branded items from our ancestors’ daily lives, items that are collectively telling a story about us as a society, us as consumers, us as brand fans, us as citizen. The friendly people at the museum told us not to take photos, but I would like to share just some as a way to promote the place, as I enjoyed my visit a lot! Continue reading →

by YannigRoth

My Review of “How Emerging Market Brands Will Go Global”

brand-breakout-bookIn October 2009, I covered the publication of the Best Global Brands ranking, underlining that none of the 100 brands came from emerging market countries in 2009. In one part of the report, called “Tomorrow’s Brand Leaders, Up-and-Coming Global Brands,” Interbrand China’s Jonathan Chajet nevertheless listed a couple of brands that could become global in a near future, like companies from China (Lenovo, Haier, Tsingtao), India (Tata, Reliance, ArcelorMittal), Russia (Kaspersky Lab, Aeroflot, Gazprom), South Africa (MTN, Anglo-American, SABMiller) and Brazil (Itaù, Vale, Natura). You can see some of them in my post (even if it’s written in German).

Some of these brands, like Lenovo, Haier, or Natura, are presented in a fascinating book called Brand Breakout: How Emerging Market Brands Will Go Global, by N. Kumar (London Business School) and J-B. Steenkamp (University of North Carolina), which I just finished reading. Based on extensive field and desk research, the authors present 8 strategies that brands are taking to go global (the Brand Aquisition Route for Lenovo, the Asian Tortoise Route for Haier or the Natural Resources Route for Natura, for example).

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by YannigRoth

How Crowdsourcing is Used in Video Advertising

My presentation at the IMMAA Conference in Lisbon (you can turn up the volume, it’s a little low)

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Broadband internet coverage, mobile internet access, ubiquitous mobile devices… a variety of factors allow us to consume video more than ever before in the young internet history. Brands have discovered that video advertising is seen as a particularly effective way to promote their products and services. WARC recently reported that brands’ spending on online video advertising is expected to increase 41% in 2013 to $4.1 bn, according to figures from eMarketer.

But how can they produce quality video content at an affordable cost? One way to do that is to crowdsource video content production. In other words, launch online video contests. How is crowdsourcing used in the production of video advertising today? In an attempt to understand this subject better, Rosemary Kimani and I have written a book chapter about it. We have identified 4 crowdsourcing models in the current video advertising landscape. Continue reading →

by YannigRoth

Comment Heineken utilise le crowdsourcing pour l’innovation et le marketing

How beer brands are driving growth

J’ai récemment lu une interview de Ellen Bark, responsable innovation chez Heineken, parlant de la stratégie d’innovation ouverte au sein de l’entreprise. Cette interview est publiée sur PSFK, en anglais, et je trouvais intéressant de la traduire en français pour la rendre accessible à davantage de personnes. Ce qu’elle dit est intéressant dans le sens où Heineken utilise le crowdsourcing via divers plateformes, comme je soulignais déjà en septembre 2011. Depuis, d’autres plateformes ont été lancées, et l’interview révèle bien la maturité de la marque lorsqu’il s’agit d’utiliser les idées de la foule pour le marketing et l’innovation. Voici la traduction de l’entretien (les illustrations ont été ajoutées a posteriori). Continue reading →

by YannigRoth

Video contests have shifted away from consumers, says Hugh Mitton

Hugh Mitton during the shoot of his Coca-Cola Valentine's Day ad for a Mofilm contest

Hugh Mitton during the shoot of his Love Is In The Air ad for a Mofilm contest

After speaking to Jared Cicon (aka Video Contest King) and Brett Slater (aka Slater’s Garage), two succesful video contest participants, here’s another interview of a talented filmmaker: Hugh Mitton. Actually we’re talking about a very talented filmmaker, who has a proven track record since he won various contests in the last years, including Coca-Cola’s Energizing Refreshment contest on eYeka and the same brand’s When Will Happiness Strike Next? competition on Mofilm.

The spot that got him the first prize on the Mofilm competition, called Love Is In The Air (see below) even got aired on Valentine’s Day during American Idol telecast, before reaching other countries around the world. Hugh had the kindness to answer some of my questions about himself and the video contest landscape. Here’s what he said. Continue reading →