Philip Kotler, a very misunderstood man

I started this post with a small lie, but that’s okay in marketing. Be honoust; would you have read this piece of writing had I called it ‘Jerome McCarthy, a misunderstood man’? No of course not. Mccarthy was the man that introduced the ‘four p’s of marketing’and Kotler was the one that ran of with [...]

Watching tv does not influence your behaviour?

Whenever it’s convenient, advertisers and agencies make the claim that ‘advertising does not influence your behaviour, it merely influences your preferences’. This is convenient when it comes to stuff like ‘tobacco’ and ‘alcohol’. On the other hand, no agency has any problem in telling a potential client that their campaign will drive consumers to their [...]

Lidl is cheap

That’s the actual pay-off of the Lidl supermarket: ‘Lidl is cheap’. and when looking at the yellow and blue logo, all the boxes in the places where there should be shelves and the tiles on the floors, you know it’s true. This is one cheap supermarket. But in the case of Lidl, that might not [...]

When was the last time Coke did something cool?

‘Creating a hype’ has been much more than a hype itself among the big multinational consumer brands. Almost every marketer is looking for ways to create a big hype around it’s brand. Whisper campaigns, guerrilla marketing, brand buzzing what have you not in the idiom of the A-list marketeer? In the mean time, the biggest [...]

Dare to be the same as everyone else

I do not necessarily hate the automotive industry. Nor do I have a personal vendetta against advertising people. Hey, I even wrote something nice about the good people at Ford some time ago. But, somehow, advertising brings out the worst in everybody (like people that have had to witness the Fortis adcampaign-disaster surely have noticed…)
As [...]

Unarmed conflict

I am sorry,
but I believe your right to drive a Hummer,
is conflicting with everyone elses right to a healthy planet.
*
You never chose to buy one anyway,
marketeers put that thought in your head,
believe me, you don’t need it,
*
Perhaps you could trade it in,
and own one on SecondLife?
please don’t cry.
*

B2B is alive and kicking

On the cover of an advertising magazine I read an article about an art director who said he was really tired of people still talking about ‘business-to-business’ (B2B). I can only assume that with B2B he only means ‘B2B marketing’, most advertising creatives rarely think beyond marketing when talking about companies. In his opinion, B2B [...]

Marketing ‘cradle to cradle’

I’m guessing a lot of you, dear readers, are not very familiar with the ‘cradle to cradle’ concept. The reason for that could be, other than just a mild distaste for anything ‘eco-friendly’, that marketing and C2C (hey, it’s sounds a lot more interesting now, doesn’t it?) seem a bit contradictory. Let me explain: C2C [...]

How cool can aviation be?

I doubt wether the newschannel Euronews will ever become serious competition for CNN or, say, BBC world, but I’ve been catching glimpse of it on a regular basis lately. It sort of helped me through my days while lying on the sofa with the flu. One of the most memorable things I’ve seen on Euronews [...]

We’re very capable of screwing our online campaign up ourselves, thank you.

Two trendy looking guys accompanied by a Voguely dressed young woman entered the office. Blackberries were placed on the table (not switched off, obviously), vintage jackets taken off and placed over a chair subtly revealing an mp3 player of some sort. They sat down, brought their own bottled water and plugged a macBook into [...]