I don’t know the key to success, but the key to failure is trying to please everybody.
—
marketing Archive
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Innovation vs. advertising
There is often a thin line between a real innovation and a lot of advertising talk. Case in point? iPad. As a certified... -
Blame the weather
It was the first day this winter, that snow covered the streets. How beautiful! All white and light, crackling sounds... -
Of innovation and marketing and consumers
One of my favorite quotes about business (one that you’ll also occasionally see on the right hand side of the... -
What else? Participation!
The biggest marketing hit of the last years would probably be Nestlé’s Nespresso. This concept grew because of its innovative... -
Unveil and Innovate
I am not loved. At least, not by a bunch of co-workers and some management team-members at one of the... -
When Seth Godin is wrong
I’m as big a fan of Seth as anyone can be. I think most of his ideas are truly insightful... -
‘Claim it’. The importance of consumer insights.
Just an insight on the importance of ‘consumer insights’ for a campaign. Illustrated by this video on the ‘Element; Claim It’... -
Of hammers and nails
Imagine that you run an airline business. Now that the ability to fly people to far away places has been commoditized... -
a very useful insight
The first mistake marketers make is that they want more. More customers, more noise, more ads, more shelf space, more... -
Fashion Entrepeneur: Renzo Rosso (Diesel)
Fashion Entrepeneur about his “Joie de Vivre” as an entrepeneur. -
What Is Real Luxury?
‘If you have to ask, you can’t afford it.’ There’s some truth to that overused maxim: What’s expensive to me may... -
When luxury stands still
Even in the biggest economy of Europe, Germany, luxury brands getting though hits by the current crisis. -
How luxury is changing
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How is luxury going to survive?
It’s hard, but basically – it’s time to face the facts: In this global economic downturn, even rich consumers are... -
Marketing comes first
I couldn’t have said it any better: Marketing is not the same as advertising. Advertising is a tiny slice of what... -
History of advertising: choice makes unhappy
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We cannot afford to be boring
I’m spending the last useful week of the year mostly thinking about our marketing for 09, getting the gears in... -
What is new marketing?
We’ve billed Klatergoud.com as a ‘platform for new marketing thinking’, not because we think we know what new marketing is,... -
In eager anticipation…
Klatergoud.com crew Fre & Robbert-Jan will be attending Youthwatching 09 in Gent this Friday. If you’re there, you should say hi... -
Ars Longa, Vita Brevis* – The Story of Mr. Brand
(*Brands last forever, Marketing Directors don’t) Meet Mr. Brand. Mr. Brand once entered the market with a brilliant idea: he would... -
The different perspectives insight.
A tale of the six blind men and the elephant. Six blind men found themselves around an animal. Their were told... -
The 5th P = Porn
Recently I’ve read an article about Adrian van Hooydonk, BMW’s brand chief designer. This Dutch-born designer raced up the ranks... -
What lies behind the cashew(pea)nut butter
While at a birthday party I got engaged in a fierce discussion about the difference of an functional benefit and... -
Movement marketing
Seth just published a new manifesto that’s interesting to anyone concerned with breaking the rules of marketing in stead of...