1. 16 janvier, 2009
Today’s Tabbloid
PERSONAL NEWS FOR lexeulnotes@free.fr
LEXEUL NOTES LEXEUL NOTES
Marketing role Economic challenging times
JAN 15, 2009 10:18MATIN
require a focus on customer
• In the 20th century, marketing was the pusher of a consumption
value
addiction: Madison Ave’s game was to create perceived value by
“differentiating” the same razors, blades, and toothpaste. At the JAN 15, 2009 10:14MATIN
Lab, we’ve found that companies who create perceived value are
significantly less profitable and more vulnerable than companies • Making things look nice is not the job of a designer. Solving
who are rethinking marketing to create real value. Think (the problems and providing value is one of the essential goals of design
awesome) Nike Plus. Harvard Business Publishing and looking at current problems from a different perspective might
just provide the insight or solution that could prepare you for the
next upturn. Customer Experience Lab
LEXEUL NOTES
Generosity LEXEUL NOTES
JAN 15, 2009 10:16MATIN
Youth marketing ?
• “The secret of modern branding is learning to give instead of take” JAN 15, 2009 10:08MATIN
John Grant Fallon
• “The last awful thing I saw a brand do in terms of youth
marketing… well it’s not the specific I guess, but this always makes
LEXEUL NOTES me really mad. I read a lot of fashion magazines and you know
there are advertisements in those glossy pages. So I flip through
Modern homogenization and I hate brands that present themselves and hip and young but
JAN 15, 2009 10:16MATIN are really expensive. It just seems like such a slap in the face. It’s
like “Yeah, we’re Marc Jacobs and we’re awesome and hot and hip
• Let’s be clear, I love modern conveniences, including Costco and and yeah, each dress is four hundred dollars or more so actually
bulk ice cream. But, how do we create the exceptional in a you can’t be this cool unless your dad has a platinum credit card.”
homogenized world? How will we maintain and evolve our cultural It’s fucking ridiculous. If a brand is going to advertise themselves
identity when we’re all chasing after the same next big online as hip and youthful, they need a price tag to match. If they can’t
trend, clamoring for the same prized accounts and jockeying for the make that price tag, then they need to keep their fucking
same top position, just inches from our competitors, on the same advertisements out of OUR magazines. I don’t want to fall in love
“who’s-who” list of digital agencies? ThreeMinds with a dress and find out that if I wanted to buy it, I’d have to
starve for four weeks. That doesn’t fly with me.” Sophia in Ruby
want a pseudo
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2. Today’s Tabbloid PERSONAL NEWS FOR lexeulnotes@free.fr 16 janvier, 2009
LEXEUL NOTES LEXEUL NOTES
Fait réfléchir... Corporate personalities
JAN 15, 2009 10:00MATIN JAN 12, 2009 03:25APRÈS-MIDI
• A pack on a shelf has approximately 3 seconds to grab the audience’s • “For some reason, we - and now I mean the human race, not just
attention. Bastable Advertising - want companies to be like individuals. We
• For most new products, the store shelf is the first, last, and potentially want them to have a personality. Over the years, these corporate
only time to facilitate a purchase decision. personalities have become more extreme”. Jon Canter
• Packaging generates impulse purchases – POPAI shows that consumers
enter a grocery store planning to buy about 10 items and they leave the • “It’s clear that big corporations are now trying very hard to be
store having purchased nearly 20 appear small and friendly because they are worried about the
• A typical package generates 570 million impressions each year. Anjeli success of the “others” column in the market share data, which
shows the share of mass brands being eroded by dozens of tiny
brands.” Ed Cotton
LEXEUL NOTES
“Design always moves where it LEXEUL NOTES
is needed most” Paola Antonelli, Prise de conscience
JAN 12, 2009 03:22APRÈS-MIDI
The Elastic Mind
JAN 12, 2009 03:42APRÈS-MIDI • “Toute marque va se comporter comme une entreprise et prendre
des initiatives citoyennes. Il s’agit d’une tendance lourde et
• “Design always moves where it is needed most” Paola Antonelli, irréversible. Le sociétal a cessé d’être accessoire, il plonge soudain
The Elastic Mind au coeur des entreprises. Cette démarche reflète un changement
significatif, le signe d’uneprise de conscience collective et générale,
qui va s’accélerer à la sortie de la crise. Le soucis croissant du
LEXEUL NOTES collectif définit les nouvelles générations”. Jean Marie Dru in Les
Echos
Vizualization
JAN 12, 2009 03:36APRÈS-MIDI
This issue contains posts from between
• “The process of using advanced software to illustrate complicated Jan 09, 2009 07:01matin and Jan 16, 2009 02:01matin.
date so that we can understand it. To change your settings, visit
http://www.tabbloid.com/22326.35672883
• There’s one simple reason why visualization is becoming so
important, and that’s our desire to understand what’s happening in
the world at a time when it’s becoming harder and harder to do so.
• The challenge of presenting information clearly has become more
difficult as the volume of data has exploded, and new types have
emerged. Traditional design formulas, like graphs and pie charts,
are fine for interpreting facts, but not for illustrating the
complexities of contemporary life such as population shifts or the
structure of an online social network. A new type of imagery was
needed to depict their subtleties and fluidity. Cue visualization.”
Herald Tribune
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