What research is being done on brands in the digital age?
How can we renew our approach to brand research? At a time when brands have an omnichannel presence, on the web, in-store and on social networks, new digital monitoring tools and evaluation techniques that reflect the reality of customer journeys and targets already exist. The challenge is to learn from them. [...]
Is Big Data soluble in ethics - or vice versa?
FDVT - for Data Valuation Tool for Facebook™ Users - comes in the form of a small, free application that runs on Facebook and Chrome and tells you how much revenue you generate for the social media by browsing it: "Would you like to know the money you are generating for Facebook™?", the [...] actually states.
Brand battle in the world of games
The games industry is anything but a carefree world, as evidenced by the recent trademark battle before the Court of Justice of the European Union between the UK's Seven Towers, holder of the intellectual property rights to the Rubik's Cube, and Germany's Simba Toys: at the heart of the offensive was the filing by the former, [...]
Yahoo, the end of a Giant - Interview with Catherine Reichert
Catherine, you're leaving Yahoo after 5 years as Communications Director for Southern Europe: Yahoo was one of the emblematic brands of the New Economy and remains almost mythical to this day... Despite all this, Yahoo has experienced an incredible descent into hell in recent years: why? Yahoo is indeed a [...]
The brand, between image and reputation
Marketing has long mastered the concept of brand image: communications agencies build it up with a great deal of advertising investment, and research institutes regularly evaluate it through barometers and trackings; to get to the bottom of it, qualitative techniques are used, mainly group meetings with batteries of projective tests. [...]
In fact, what was the purpose of a brand?
It's probably a bit provocative, but it's a question that many young marketers have been asking themselves - and are still asking themselves - with the rise of the Web and the social Web: why create powerful brands - except in the luxury sector, and even then - when they're all just a phone call away?
