Category Archives: Consumption

Marketing pressure under questioning: do loyalty program must consider consumers’ well-being?

Here is a well-established knowledge: loyalty programs compete hard to find the idea that will retain and conduct consumers to conclude their shopping.  For instance, gifts offered through the Flying Blue program of Air France can be obtained only under … Continue reading

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Marketing of Ethic or Ethical Marketing?

Nike sport shoes produced by children of 10 years old or by sweatshops (wherein workers are slaves exploited within immoral conditions), isn’t it ringing any bell? For 20 years, the brand is at the heart of controversial critics and has … Continue reading

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« Death Dealers »: how professionals legitimate their practices in these controversial sectors.

Legal restrictions keep popping-up within controversial sectors considered as harmful to health such as tobacco and alcohol. In line with numerous regulations issued from the 1991 Evin law (i.e. prohibition for smoking in public areas or for any form of … Continue reading

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Creative crowdsourcing: in search of memorable moments

How do you speed up the development of the first connected toothbrush when you are the biggest name in hygiene? Procter & Gamble Oral-B responded to this challenge by calling upon eYeka, a platform dedicated to creative crowdsourcing with some … Continue reading

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Goodbye my dear castle…or how to innovate with wine bottle design

Do you know Badoit Rouge or Vittel water bottle with a red cap? What a color for just a mineral water! Isn’t it? Yet, these two products represent a real success of two brand strategies aimed at standing out from … Continue reading

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