The social life of brands
Bernard Cova teaches marketing and consumer sociology at Kedge Business School. He has just published "La vie sociale des marques". Meet one of those rare marketers who are passionate about consumers. Adwise: In your opinion, not only do brands create our identity (as Baudrillard was already saying), they also structure [...].
Brands in turmoil
European tourists travelling to Sri Lanka or Bangladesh will be astonished to discover televisions, washing machines and fridges bearing the Singer brand name: for them, Singer means sewing machines, and only sewing machines; an old brand, certainly robust, but one that nobody expects in the high-tech sector! Singer Sri Lanka claims [...]
Social Web metrics: meet Hervé Pépin
What metrics for the Social Web? Hervé Pépin, founder of Nexize and member of the Adetem board, one of the best experts on the social web, talks to us today about social web metrics. Adwise: Socionauts and brands are multiplying their interactions on social media, and marketers are counting down the number of 'likes' and [...].
