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10 Ways to Start Building a Collaborative Brand

October 24th, 2010 | by Euro RSCG Worldwide Knowledge Exchange,

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By Rachel Botsman

Engaging with your members is key to building your brand community.

We are now entering the next generation of turbo-charged collaborative brands being forged by the likes of Etsy, Zopa, Zipcar, Airbnb and thredUp. The rules, motivations and dynamics when managing these types of brands are very different from what it took to build a brand even a decade ago. It takes a community, not a campaign, to create a collaborative brand. Here are ten things to consider when building a collaborative brand.
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The New Consumption: Disengaging Autopilot

October 14th, 2010 | by Euro RSCG Worldwide Knowledge Exchange,

Many years of living in a hyperconsumerist culture have shaped the way we think and feel and speak. The global consumer culture runs deep—and extends far beyond retail. The notion of consumption has become so embedded in public thinking and speaking that even people in the fields of education and healthcare feel the need to adopt the term consumers in speaking about their constituents. We are not suggesting service providers shouldn’t take their users’ needs seriously, nor would we discourage them from applying some of the principles that shape commercial markets. However, we are questioning whether the mindset of modern consumerism is the right way forward for retail, let alone for vital social services.
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The Difference Between India & Bharat

October 13th, 2010 | by Suman Srivastava, , CEO, Euro RSCG India

Consumerism develops at different speeds and in different directions around the globe. Today Suman Srivastava looks at two distinct consumer groups in the emerging market of India.

There is a lot of buzz in marketing circles in India about marketing to Bharat and not just India. Bharat is the Hindi name for India, but is usually taken to mean rural India or small-town India. India, in contrast, is the new globalized economy of the metros and other large cities. This article argues that this is not a helpful way of categorizing consumers in India and proposes a new definition of Bharat.

Before we dive into the differences, a little bit of context.
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Millennials and New Consumerism

October 7th, 2010 | by Zoe Decool, , Junior Planner, Euro RSCG London

As a member of the generation usually referred to as Y or millennials, I thought it would be interesting to look at the way young people embody the shift in state of mind that we call New Consumerism. We have also been working on this subject at Euro RSCG London, supported by semiotics studies, interviews, and Prosumer workshops.
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Designing Happiness

September 25th, 2010 | by Euro RSCG Worldwide Knowledge Exchange,

Of the 5,700 adults Euro RSCG surveyed in seven countries for our New Consumer study, exactly half said they are actively trying to figure out what makes them happy. One of the ways in which people are seeking happiness is by uniting in common cause, investing time in something more substantive and significant than can fit neatly within a shopping bag. They are looking to replace materialism with meaning, spending with substance.

This post originally appeared on The Dragonfly Effect and is reprinted with the permission of Jennifer Aaker and Andy Smith, authors of the new book by the same name.

How do you design for happiness?

A first step in tackling this question is to understand what happiness means. But herein lies the problem. Our understanding of what happiness is (and how to get it) is often misaligned with what really drives happiness. Indeed, research by Dan Gilbert and his colleagues show that we tend to go looking for happiness in a lot of the wrong places. If you disagree, you can check out the lead story on Entertainment Tonight on any given day. What people think will make them happy is not in fact what actually makes them happy.
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Disposable Culture & Our Fear of Commitment

August 26th, 2010 | by Tara Gentile, Editor, Scoutie Girl

This post originally appeared on Scoutie Girl and is reprinted with permission. It speaks to the New Consumer paradigm of Purposeful Pleasure. What can brands do to imbue their goods and services with greater meaning and longer-lasting satisfactions?

We live in a disposable culture. Our lives are like giant landfills. We’re surrounded by junk.

We pay 99 cents to download disposable music. We drive through “restaurants” making disposable food. We wear disposable clothes so we don’t ever have to be without the latest trend. We create relationships—families even—that have disposable bonds. The entirety of our culture can be thrown away and bought anew.
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The Mindful Traveler and Luxury Reimagined

August 24th, 2010 | by Euro RSCG Worldwide Knowledge Exchange,

Adapted from KNOW: The Future of Travel, available to employees and clients across the Euro RSCG Worldwide network.

While overconsumption was the common practice prior to the economic downturn, we are now seeing a countervailing trend of mindful consumption that is changing how people define value and what they seek—and increasingly expect—in their brand experiences. Where once “more was more,” now different perspectives on luxury and service are emerging, with interesting implications for the travel and tourism category.
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Posts Tagged ‘culture’

The New Consumption: Disengaging Autopilot

The Difference Between India & Bharat

Disposable Culture & Our Fear of Commitment

Prosumer Report

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