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Ricola: a pop-up store to celebrate the rebranding
Mar28

Ricola: a pop-up store to celebrate the rebranding

Ricola installed a pop-up store in Paris in March 2023. Its visit allows us to approach some interesting aspects of branding, observable in particular through the visual elements put forward in the sales outlet. But it’s also an opportunity to discuss marketing strategy since Ricola is diversifying. Follow me to the Swiss mountains to meet these friendly herbal candies ?. What can you find in the Ricola pop-up store? As you might expect, the Ricola pop-up...

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M&M’s and wokism: analysis of the disappearance of the mascots
Jan25

M&M’s and wokism: analysis of the disappearance of the mascots

M&M’s has just announced that it will withdraw its famous characters indefinitely. Accused of wokism by the American conservative right (Fox News), it is an important part of the “storytelling” of M&M’s that disappears. These little characters that made the brand’s success and humanized it are now part of the past. In this article, I briefly go back over this affair and give you my analysis. It is an opportunity for me to address the global...

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This element influences the perceived gender of a brand [Branding]
Sep05

This element influences the perceived gender of a brand [Branding]

Multiple pieces of research in the field of Branding have shown that consumers associate certain brands with the male gender and others with the female gender. However, the question remains: Why do consumers assign a gender to a brand? This is the question that 3 Chinese researchers have tackled in a recent publication. 7 different pieces of research demonstrate that semantic elements associated with size (big, significant, small, giant, …) create unexpected associations in consumers’ minds.  Summary Which brands contain...

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Listminut becomes Ring Twice: the background of the rebranding
Oct20

Listminut becomes Ring Twice: the background of the rebranding

Listminut, the platform for exchanging services between individuals, has changed its name. It has become Ring Twice after a meticulously prepared rebranding operation. In a podcast recorded on the eve of this change, Jonathan Schockaert, the founder of Listminut / Ring Twice, tells us all about the origin of this rebranding, its preparation, and the expectations it raises. Ring Twice in figures 300,000 people registered on the platform 100.000 registered Service Providers 36.000 regular Service Providers 80% less acquisition...

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The Trump Brand: dropped from all directions, but will it continue to sink?

The Trump brand is built on a real estate empire’s foundation and has subsequently diversified into other sectors. It was a strong brand, a case study in branding research. But after the events of January 6th, a wind of mistrust blows that destabilizes it. Few people still want to be associated with the name “Trump.” Moreover, in 2017, Nordstrom decided to take Ivanka Trump’s clothing and footwear line off the shelves. This article reviews the companies, organizations, and brands that cut their...

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Using sensory marketing to improve your brand image
Sep24

Using sensory marketing to improve your brand image

The company Arthur Dupuy, based in Montpellier, France, specialises in the creation of tailor-made olfactory signatures. We have interviewed its creator, Arthur Dupuy, to understand his actions and to examine customer expectations in this unique field of sensory marketing. The Arthur Dupuy Company. The only French company in the sector to be affiliated with a university, notably the University of Montpellier. The company is co-directed by a Doctor of Pharmacy, a teacher and researcher who is...

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“What else” : do you remember where it comes from ?
Apr15

“What else” : do you remember where it comes from ?

“What Else” has become Nespresso’s tagline. But do you remember where it comes from ? When a friend of mine asked me this question, I couldn’t. Watch this 2006 video and you’ll remember quickly … Image : Rob d /...

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Volkswagen scandal : will customers really care?
Sep28

Volkswagen scandal : will customers really care?

In the Volkswagen cheating scandal, every single day seems to bring new information. From ca. 500k vehicles in the US, figures climbed to more than 1m potentially affected vehicles in Europe. As of today Seat vehicles are also under scrutiny and it can be expected that Skoda will soon be the next “victim”. After all, why would the problems be limited to one or two brands while the 4-cylinder engines are shared among all brands of the Volkswagen...

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How 5-star hotels enhance the customer experience
Sep26

How 5-star hotels enhance the customer experience

Customers of 5-star hotels are more and more demanding and hard to satisfy. Top-tier hotels have to undergo costly renovations (in Paris alone several palaces like the Ritz and the Lutetia have closed for long periods of time to enable building works) and must be highly innovative to improve the satisfaction of the visitors and provide an unforgettable customer experience. The latter has become a grail for top-tier hotel which strive for differentiation to keep loyal...

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