The Sharing Economy is about Convenience

While the values of the sharing economy are undoubtedly admirable – community, sustainability, social equality – the one that swings it for the consumer, and moves them to act above all else, is convenience. 

Unless your service is super easy to use, forget it.

Source: The Drum - Suzy Bashford: As Uber andAirbnb call on EU to support collaborative consumption, is it here to stay – orare we over sharing?

5 tips for successful branding

Last Thursday, I attended the 3rd edition of the Media Parade together with some 450 other marketeers and branding specialists from all horizons (check #mediaparade). 

An inspiring event with one motto: "Never Stop Asking Questions". 

Keynote speaker, Jean-Noël Kapferer, took the floor for a session about brand management to answer the first question of the day: "What do successful brands have in common?" I've summarized his observations in 5 points of advice :

1. Start slowly, take your time and be patient

2. Target communities, not segments 

3. Think in term of tribal marketing and search direct contact

4. Create 'Occasions to Savor' instead of 'Opportunities to See'

5. Disrupt the traditional models with an alternative distribution channel

A summary in tweets:

Media - the essentials

Quote of the day by Jeff Bezos (again, I know) - but sometimes, it seems like Media CEO and directors forget this essential two facts:

"The Post will have readers at its centerpiece. I’m skeptical of any mission that has advertisers at its centerpiece. Whatever the mission is, it has news at its heart"

Source: Jeff Bezos warns Washington Post must innovate its way to success

Talking about creativity

The scale of an idea should no longer be measured by the size of the surface or the number of media channels it can cover. It should instead be measured by its longevity, ambition, and the impact it could have on society.

Rei Inamoto Chief Creative Officer at AKQA
Source: The End of Advertising As We Know It – And What To Do Now

Quand Jeff Bezos s'offre THE Post

La phrase du jour - à méditer

"Si les gens ne paient pas pour des médias indépendants qu’ils devraient lire, des intérêts privés paieront volontiers pour les médias qu’ils veulent que l’on lise"

Article (un peu trop?) alarmant sur le rachat du Washington Post par le CEO d'Amazon:

Des faits dérangeants sur le rachat du Washington Post par Jeff Bezos - ZDNet