THE CUSTOMER IS DEAD, DEAD, DEAD…

«There are brands who have achieved the holy grail of building long-lasting, deep relationships with "people," and they are the celebrity brands. That’s why a Jonas Brother, will.i.am and Pharrell Williams are all here and the centre of attention. These are pop stars who have customers/fans/people so loyal they do not feel like they are buying anything. They have bought into the brand, but aren’t buying it.» Artigo completo da CNN

BRANDS LIKE BANDS ARE LIVING A NEW ERA TOGETHER

Comentário solicitado pelo BrandChannel da Interbrand (E.U.A.)

«After Dr. Dre join at Hewlett-Packard for the Beats project and Lady Gaga being named Polaroid's Creative Director was now the turn of Will.i.am, Black Eyed Peas front man, have been presented at Intel’s internal sales and marketing conference as director of creative innovation of the world’s largest chipmaker brand.

Deborah Conrad, Intel vice president, said that the hiring of Will-i-am is an example of change undertaken by the brand in the way it communicates with consumers, especially for the youngest generations, by incorporating entertainment and technology.

Music is a phenomenon which promotes many communication flows. Some songs or styles of music in particular have the power to stimulate creativity and enhancing the human development (both in individual and social perspective), in a renewing way generating new perspectives and techniques questioning old habits and acquiring new attitudes to development.

In these times, brands like bands needs to engage the disengaged and bring costumers to the stage. And we’re just at the beginning...»

O QUE TÊM EM COMUM A SAMSUNG, PEPSI-COLA, BACARDI, APPLE E O BANCO ESPIRITO SANTO?

A FÓRMULA DA FELICIDADE

Profissionais de marketing e gestores de marcas vendem essencialmente esperança. Pela simples razão de que as pessoas necessitam cada vez mais deste recurso, actualmente um dos mais escassos e valiosos.

Para além de não ser necessário qualquer tipo de justificação, quando vendemos esperança a sua intangibilidade faz com que tudo funcione melhor, os dias, as relações.

Wit = α + ßXit + Єit, é a formula que calcula a os índices de felicidade, consequência natural da esperança. Mas é sem dúvida mais fácil colocá-la (a felicidade) em palavras e se possível cantá-la. É por isso que ainda vamos ouvir durante mais algum tempo esta música... tão simples e tão natural como a própria felicidade!