Brands
Who is the next king of cool?
Every decade has its rising stars, cash cows and dying mammoth… Ok, here I am not talking about Darwin or about animals… I am talking about innovative, creative and outstanding companies that reshape the high-tech world. There are always companies that hook the consumer more than others. If we analyse the high-tech market, life cycles are getting shorter and shorter and companies are also getting a hard time to keep leadership and to keep their image on what I call being the…
Friday Chronicle #11: Brands are not enough, welcome to a trip to the moon
The years 2000 represented a tremendous shift in the way people wish to interact with brands. Being a powerful brand is not enough anymore. Several examples has showed that empires of one day were completely washed away the next day. People want to interact with Brands in ways that we would never imagine and the luxury industry needs to be ready for a real revolution. Otherwise, as a luxury brand, you might see it coming. Remember Kodak? This is how…
Versace Eros… please don’t!
Versace Profumi launches Versace Eros, a new fragrance for men. Although we are used to a certain baroque style from the italian brand, here the only thing we could say is: hopeless. It is typically the symbol of how bad the fragrance industry is right now. In 1996, Versace launched The Dreamer, it made its entry into the fragrance industry with respect. In deed all the Versace universe was on it. Great name and great fragrance. We all have in…
Digital IQ for Watch brands, by L2ThinkTank
Every year the L2ThinkTank company releases the new ranking of Digital IQ for brands. Here are the results of for the Watch and Jewelry industries. To remind you the methodology, L2ThinkTank takes in account Mobile, website and Social media for each brand and classifies them depending on a certain score from <70 to >140. Here is the scale: <70: Feeble investment does not match opportunities Between 70 and 89: Challenged Efforts are inconsistent and siloed accross platforms. Site lacks inspiration and utility….