Luxury brands and the role of digital in building them are among the latest highlights on Warc. We also have case studies from the Jay Chiat and DMA ECHO awards, event reports from the US, Europe and Asia, the next dates in our series of Warc Webinars and news of two new Prizes now open for entries.
Read on for all the news - and to receive content updates like this by monthly email, visit: Your Warc > Email Alerts.
"The future of luxury brands is very much about technology," concludes Colin Grimshaw, introducing a range of articles on luxury branding in the latest issue of Admap magazine.
A recent article in Research Live highlighted the re-branding of WPP's Insights Division from "Consumer
Insights Division" to "Data Investment Management". CEO Sir Martin
Sorrell explained the move as a way to bring the Insights and Media
divisions closer toghether, thereby making it easier for Clients to
manage and synthesize various data streams.
Makes sense - but why re-brand, removing the word "Insights" completely, with the new entity sounding more like a financial services offering?
It seems that implicit is the new black – everybody’s talking about it, at least in the small but feverish world of advertising research. But is it a new idea and how useful is it anyway?
The idea of the implicit mind has been around for quite a while - probably since the 1970s, but received a huge boost in the 1990s with the advent of cognitive neuroscience - particularly through the work of neuroscientists like Antonio Damasio and Joseph Le Doux, with its emphasis on unconscious, emotional response. And more recently, of course, there’s been behavioural economics - particularly the work of Daniel Kahneman, who talks about fast effortless and unreflective thinking (System 1) vs. the effortful, reflective and conscious kind (System 2). Kahneman’s key point is that whereas System 1 is automatic, System 2 is not.
Do you hesitate to release anything into the public realm until it is exactly right? Do you dread negative feedback online? Do you believe that if you can't do something properly, it's better not to do it at all?
If that attitude sounds familiar, you may well be suffering from what Stanford University psychologist Carol Dweck calls a 'fixed mindset'. First published in the US in 2006, Dweck's book Mindset How You Can Fulfil Your Potential has been garnering some serious attention this side of the Pond following last year's UK paperback release. Dweck defines mindsets as 'beliefs about yourself and your most basic qualities. Think about your intelligence, your talents, your personality. Are these qualities fixed traits, carved in stone? Or are they things you can cultivate throughout your life?'
Recently, a rare bout of browser bookmark-sorting made me rediscover 'Human Life', a lovely video created by the UK telephone bank First Direct in 2009. You can still find it on Vimeo: a montage of people going about their day, their heads crowded with hopes and worries, while they absent-mindedly check accounts, pay bills and file tax returns. In the climactic frame, an old-fashioned clerk declares that 'it is my belief that we will see banking become a harmonious part of our everyday lives'.
Four years on, that ad has more resonance than ever. Social media is only the first shift in a thorough transformation of how people communicate and consume. We are already seeing the next frontier emerge in the form of wearable tech, from Google Glass to the iWatch, the world's first Twitter dress to Adidas' social media-enabled running shoe. The boundaries between on- and offline, personal and professional, fun and functionality are disappearing. We have become our own channel, and time has been called on message-based marketing.
Some eagle-eyed subscribers might have noticed that we've made a few changes to the Topics section of warc.com. Our Topic Pages – which provide short cuts to latest Warc cases, articles and news on a specific marketing topic or theme – now have a new look, and have hopefully become a lot easier and more convenient to use.
So, what exactly has changed? Read on to find out.
If you're a Marketer, you're likely to be obsessed by the consumer or customer. Assuming you're a B2C Marketer targeting consumers, you will focus on them incessantly – on your Twitter feed, all over your power point slides and even on your personal Facebook. The consumer, no matter what your business, has found its way into the hearts and minds of most marketers in organisations positioning themselves for growth.
But putting consumers aside for a minute – what about shoppers? If you're not a shopper marketer, how comfortable are you with the concept of shopper marketing? It is, after all, fraught with perplexing questions for Marketers:
Increasingly, marketers are coming to recognise the importance of the implicit mind. It’s where the vast majority of our 'thinking' about brands takes place - way below the level of our conscious awareness (explicit mind) - and comprises our emotions as well as all manner of automatic processes and mental shortcuts, such as heuristics. But how to reach it? Should we be looking to the costly and sometimes invasive methods of neuromarketing (particularly fMRI and EEG) or are there other indirect approaches that might yield more meaningful results?
Consumers ’ decisions may appear both conscious and rational (because that ’s what respondents tell us), yet they are driven by unconscious implicit processes. This neither makes them zombies nor irrational, but means that many of the low-level decisions they make from day to day (such as choosing brands) are often merely explicit manifestations of the implicit mind – what Kahneman calls fast ‘system 1 ’ thinking as opposed to the more effortful and rationalised processes of ‘system 2 ’ .
Les Binet and Sarah Carter get a little bit angry about some of the nonsense they hear around them... like the the idea that brands are 'thought leaders'.
Often when putting together pitch submissions, we're asked which brands exemplify best practice. Which brands do we admire for their innovative marketing? Or for their social responsibility programmes?
Last week, the question was: 'Which brands are "thought leaders"?' We knew what sort of brands they were alluding to: Apple, Google or Nike. And these brands certainly have had a big influence on marketers.