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:
A summary in tweets:
