Tuesday, January 31, 2006 

Top Brand Extensions

Nice article of the best and worst brand extensions.
brand extension survey


Adliterate: PVRs

20 tips to get prepared for the end of the 30' spot:
Adliterate: PVRs - less talk and more action

Monday, January 30, 2006 

Brand activation ideas

Some interesting ideas for brand activation from JWT Chuco . Thanks to Nicola Gorini for posting this on Soflow.

Wednesday, January 25, 2006 

Online videos

According to this news:
Emerce - Media/Marketing nieuws: Online videotheek Directmovie: 100.000 video's in 2006 already 2 companies deliver the possibility to purchase videos online: Directmovie and Movieplus. In the States, of course, many more propose this. I have tried several of them but because I'm based in Belgium I can't use any of these services. Damn!? What are we waiting for and where are the open source initiatives in this area. Didn't Skype become huge just because it was open for everybody?


Why the medium and the message matter equally

Very interesting story (first found thanks to Brand New): MediaGuardian.co.uk | Media | Advertising: Why the medium and the message matter equally
What we do at Tagora to handle this is using our channel mapping tool in the early stages of the briefing. This tool is based on CIM and gives us the media preferences of all socio-demographic segments. Based on that we have a view on what media we need to include in the plan for the specific segment we want to target. It is only after this stage that we brief the creative team. The advantage is that we give the creative team a framework within which they can work. Once the project is approved we include the mediaplanners to detail the media plan as the channel mapping tool only gives us the channel not which newspaper or which magazine we need to choose.

Monday, January 23, 2006 

GoGo Kidz: Easing Airport Travel for Parents

I only wished I had this before I took the plane with my little girl.
GoGo Kidz: Easing Airport Travel for Parents: "Here's a great product just waiting for some great promotion and marketing partnerships. The GoGokidz Travelmate is a plate with wheels and a telescoping handle system that attaches to a variety of toddler car seats. The idea is to make your car seat easy to manage in airports. Brilliant! Car seats are one of the most awkward and unruly things to cary through airports. The American FAA strongly recommends that parents bring a car seat for their young children on jetliners. Additionally, rental car companies and ground transportation operators often charge expensive fees for providing car seats. To save the hassle, cost and provide safety parents need to bring their own car seats. The added bonus is that parents can leave the stroller behind and simply strap their child into the car seat and roll them along.

The huge opportunity here is for car seat manufacturers to build this functionality into their products as an added feature and market differentiator. Additionally, airlines could co-brand these to enhance the family friendly image of their airline.

The next step here is to think about the bigger picture. Parents can only roll and carry just so much through an airport. If their rolling their car seat that means they aren't rolling a carry-on suitcase. Perhaps there is further opportunity here to figure out a way to further attac"

Wednesday, January 18, 2006 

Extreme Bike

Found this great ad here: Extreme Bike but it looks a lot like these ads for BMW, don't you think?

Thursday, January 12, 2006 

One of my favorites

This remains one of my favorite ads.

Sorry for the poor quality, but I downloaded it a long time ago and thanks to Google Video I can finally share this with you all.

Wednesday, January 11, 2006 

Space Race

A quote taken from the review of Space Race
:"On this journey all of the cast have a role. The data houses come to the fore, ad agencies finally fall apart under margin pressures and have to choose between their production and their strategic functions. Ad agencies become production shops or ideas shops. In the final movement clients decide they've had enough of all of this and take comms planning firmly by the scruff of the neck and move it inhouse."

I must say I do agree with this and I guess we are already noticing this today.


Corporate bloggers criticizing their employer on their blog - a catch22?

Good analysis found on i-wisdom but I guess it does not always evolve this smoothly. It could also go like this:
- blogger criticizes employer
- employer doesn't respond publicly
- employer doesn't care about street cred
- blogger get's fired

Corporate bloggers criticizing their employer on their blog - a catch22?:

Joseph Jaffe has some interesting thoughts on corporate bloggers who openly criticize their employer, like Robert Scoble constantly does with his employer Microsoft. You might think that the employer crosses a line. The problem for the employer is however that (quoting Joseph Jaffe) 'any overt action by the employer (other than actually addressing the issue) is likely to be a PR-minefield'. Which sounds like a catch-22 for the employer. However, you can also look at it as a a PR-opportunity:

The bottom line is that it is an opportunity waiting to be capitalized. No less. At the very minimum, it gives the company in question the chance to explain itself

A lucky guess: we'll be seeing some tactictal PR-games on this issue: Blogger will criticize his employer. Employer responds in a very friendly way. Employer gets the street credibility. Employer and blogger have a good meal with the PR-agency aftwards. Links: Jaffe Juice: Blogging the hand that feeds you.


50 is the new 30

50 is the new 30. More and more older women are considered as sexsymbols.Terri, Sharon, Demi... all almost 50. In 2004 there was an average of 1 glossy per month with an older woman on the cover, in 2005 it was double that. Christie Brinkley: "As we start to age, we want advertising to address our needs. Don't try to trick us. Don't give us a 20-year-old talking to us".
Free translation of this posting: fris_licht - signalen van de horizon: 50 is de nieuwe 30

Tuesday, January 10, 2006 

Jeep spot on Google video

Just found this great ad for Jeep on Google Video. So simple yet great ;-) Maybe only appreciated by men... but I guess their target market is primarily male, no? Great feature by Google to allow you to put the movie onto your own website as well.

Monday, January 09, 2006 


According to one of my collegeas Wabi-Sabi is the trend of the future: Wabi-sabi - Wikipedia, the free encyclopedia
I'll keep this in mind ;-)


Respond Dammit

Great stuff found on Adpulp, taken over completely here:
Respond Dammit: "Spike Jones at Brains On Fire republished the latest response rate findings from the Direct Marketing Association:
Here’s a breakdown of what they found out about average response rates for 2005:

Direct Mail: 2.77%
Dimensional Mail: 3.67%
Postcards: 2.19%
Catalogs: 3.67%
E-mail: 2.48%
Telephone: 8.55%
Package Inserts: 1.74%
Statement Stuffers: Less than 1%
Coupons: 4.29%
Banner/Rich Media Ads: 3.52%
Search Engine Marketing: 1.07%
Newspaper – Space Advertising: 0.5%
Magazine – Space Advertising: 0.17%
DRTV: 8.14%
Radio: 0.31%


Old Liners Becoming Onliners

Interesting online demographics: Older people are flocking the net.
Old Liners Becoming Onliners
Found on: I-wisdom


Vitamin Enriched Underwear

That's what I call product development! After functional food we'll see more and more functional clothes and fabrics this year.
Found on Coolhunting

Essence: Vitamin Enriched Underwear from Aussiebum:
Aussiebum, an Australian underwear company, has just introduced their newest line of underwear, called Essence. The underwear is made from microfibre, which is treated with acerola (a fruit high in vitamin c and antioxidents) and other 'organic substances.' These ingredients remain active for 15 washes, and can be 'reactivated.' What's fascinating about this technology are other potential enrichments: Think caffeine, nicotine (or the opposite, the new patch), Viagra...the possibilities are endless... "

Friday, January 06, 2006 

Cool device

This is so cool. I want one of these OQO personal computers. I wonder when this will be available in Belgium.

Thursday, January 05, 2006 

Measuring Marketing: Beyond ROI

Great article:Measuring Marketing: Beyond ROI
It clearly describes how difficult it is to find a standard in accountability in marketing. Another thing that struck me when reading this article, was that Marlboro has the most accountable brand today and this by cutting their media spending almost to zero (due to legal reasons) and by only using direct communication tools towards their customer base.
Shouldn't we all cut above the line advertising and put all are money in the pockets of our loyal customers? Why doesn't Nokia (I've been a Nokia customer since I bought my first cellphone in 1998) invite me to Finland for a trekking with reindeers or something. Or why can't I go on a shopping spree in Redmond because I've been a loyal customer of all of Microsofts products. Just a thought ;-)


Sony Bravia: again

I've posted on Sony Bravia's ad campaign several times, but I can't help it. It's just a great campaign. Yesterday I was at a shopping mall and there was a small stand for Sony Bravia. The great thing about it was that the kids (and their mums) were attracted to the tubes with bouncing balls. But as you can see in the pictures, the 30 - to 40 something, dressed in suits were attracted by the big screens from Bravia showing the ad and the making-of movie.

Wednesday, January 04, 2006 

Making this blog interactive

Let's give it a try and make this blog interactive. Up until know I have used this blog to post about marketing ideas, advertisign campaigns or stuff in general I found interesting. In a way I used it as my personal archive of things that mattered to me. I'd like to change that and find ideas for you. Advertising, marketing or communication in general is about finding ideas, today more than ever. A great advertising company in Belgium, Duval Guillaume, describe themselves as media-neutral and idea-centric. This is what it's all about.
Let me find ideas for you. Send me an email or use the comments to give me a briefing, ask me a question or challenge me in any way. The only limit is that it has to be related in one way or another to marketing, advertising, communication or something similar. The better the briefing, the more elaborate I'll be in my responses. I'll respond within 3 workingdays to your questions. Let this be a first step in the open source marketing movement ;-)


There's a secret in my shorts

Great story found on Beyond Madison Avenue on how the fashion company Trovata found a great way to differentiate themselves in a world where so many people are copying each other. A nice Purlpe Cow story if you ask me: Beyond Madison Avenue: There's a secret in my shorts

Tuesday, January 03, 2006 


Just started using last.fm. Really great!


craigslist: brussels

Finally, Craigslist Brussels has arrievd in Belgium. Not a lot of content, but I guess that will change rapidly.


Mobile Film Festival

Great initiative, some cool little movies... others a bit less
France 2 - France 3 - Mobile Film Festival

Monday, January 02, 2006 

Millennium Music Movies Books

Great deal: trade CD's for iPods.
Millennium Music Movies Books

Found on BoingBoing


blogging doubled stormhoek sales in less than twelve months

Very good description of why blogs matter or how blogs should be considered in a marketing plan.

blogging doubled stormhoek sales in less than twelve months

Thanks to Gaping Void


Alternative use of billboard advertising

Alternative use of billboard advertising. Great Idea
Found on Frederik Samuel


Pew Internet & American Life Project Report: Women and Men Online

Men and women use Internet differently.
Pew Internet & American Life Project Report: Women and Men Online

About me

  • I'm Geert
  • From Leuven, Belgium
  • Originally from Brussels, lived in Cape Town - South Africa and Paris - France and now back in Leuven - Belgium, I studied applied linguistics, did a Master in E-business at the university of Brussels and an MBA at the University of Liverpool. Currently working as Business Development Manager / Strategic Consultant at Tagora

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