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Posted by Finn Bohn at 7:58

It's tough to stand out as a brand.  Especially if you have to rely only on the visual aspects of your brand.

They say an image is worth a 1000 words, but what if people don't pay attention to it?

Q: Hi Finn & Kilian! What makes sound so important for brands in general?

A: Hi Julius! First of all, brands have become more important in general.

In times of overflowing information and decreasing differences between the functional attributes of products, customers are mostly looking for two things: trust and convenience.

Strong brands represent mental short cuts - instead of constantly comparing products to find the one that objectively has the best features, we rely on our previous experiences and our associations towards brands. In other words: nowadays we buy brands, not products. Brands need to create and reinforce a particular 'positive attitude' in the customer; and for us it's no secret that melodies, sounds and certain frequencies have exactly this effect: they trigger memories.

Posted by Peter Stephenson-Wright at 10:21



Back in 1990, as the green movement first gained critical mass amongst consumers, I was involved in the development of an advertising campaign in the UK and Germany. The TV spot did not show any glossy product shots, but simply a sequence of beautiful natural and animal scenes against a soundtrack of Louis Armstrong singing 'What a Wonderful World'. At the end, a voice-over informed viewers that cars from Vauxhall and Opel would be fitted with catalytic converters at no extra cost (rivals were charging extra for these). The campaign was an enormous success, winning a Gold EFFIE Award that year for marketing effectiveness. Vauxhall and Opel's brand image improved dramatically and the public bought their cars in record numbers.

Posted by Miguel J Saavedra @migsaave at 5:01

As part of the Managing for Social Impact module on the MSc in Marketing and Creativity, I was a member of a team of 11 ESCP Europe students who travelled to the Philippines in July. Our trip was in partnership with Gawad Kalinga (GK), a Philippines-based NGO, and was paid for by each of us individually (although we raised funds as a group). The objective was to develop the skills necessary to generate positive social impact in our future careers as managers. 

We arrived in the Philippines at 7:00pm on a Saturday night. For all of us, this was our first time in the Philippines; for some, our first trip to Asia. We were definitely pushed out of our comfort zone right from the start! That first night we stayed with  Filipino families in Manila. A long night, since we slept on the floor on mats and blankets. Shower time the next morning was quite a challenge; we even had to use a bucket to flush the toilet. We met up to have breakfast together, and took the opportunity to immerse ourselves in the local community of Taguig, formerly known as Little Tondo - Tondo  being the largest slum area in Manila.

Posted by Dr Marie Taillard @marietaillard at 4:42

Much of our marketing teaching in recent years has focused on getting future marketers to move beyond product focused marketing to consumer centric strategies.  But these strategies are now beginning to feel outdated in a context of multi-stakeholder interactions.

The once clear boundaries between the roles of consumer, employee, supplier, retailer, distributor, media and other stakeholders are increasingly blurry.  Users are also designers at Mozilla; fans are product managers at LEGO; consumers are charity contributors at Warby Parker; customers are suppliers at Etsy; and so on.  Firms and their brands mediate these swaps, but don't always control them.   In cases such as the hijack of Cognac brands by rap artists[1], brand ambassadors were not hired by Courvoisier or Hennessy… they simply went up on stage and grabbed the microphone. Stakeholders gladly usurp the media by taking to social networks where they comment on their experience working for, buying from, or selling to a firm or its brands.  In other words, markets can become a free-for-all in which almost anyone gets a chance to take on whatever role suits them best as long as others will recognize it in some way. In this context, customer centricity begins to feel dated and tired: who is the customer anyway?  Is she the young engineer being courted for recruitment by a tech start-up, or the foodies trading recipes on, or the student who hitches a ride from Barcelona to Bordeaux through Blablacar? The point here is not to suggest a move away from customer centricity, but rather that customer centricity as it is currently conceived, is simply an instance of much broader ecosystem dynamics in which opportunities to create value can be seized by whoever thinks they can do so while creating value. What I mean by value can be anything from making money to enjoying company on a long car trip, to being proud of sharing family recipes with others.

Dr Ben Voyer, Programme Director of the new Bachelor in Management and marketing professor at ESCP Europe Business School was invited to speak at Ted Talk in London on 17th January, 2015.

He presented his latest research on "Can power change how we connect with Others?"
Dr Ben Voyer, consumer psychologist and marketing professor at ESCP Europe Business School, says Burberry needs to reinvent itself again to appeal to the new Chinese consumer.
Dr Ben Voyer discussed a report by Which? showing how manufacturers are 'shrinking' products, instead of increasing their prices. Dr Voyer explained the psychological mechanisms which make consumers less susceptible to notice the implicit price increase. He highlighted the importance of consumer education to help consumers resist being manipulated.
ESCP Europe Business School is delighted to be hosting the London edition of the 'Business in Europe' seminar, which has a special focus on creativity and innovation on 6th and 7th March.

All Master in Management students at ESCP Europe take part in four fascinating seminars as a part of their programme. Having completed the Start@Europe event in Strasbourg as well as the Business Simulation Game and Research Methods seminars, the final-year Master in Management - or M2 - students will now come together for 'Business in Europe', hosted by Prof. Pascal Morand.

This two-day event begins with roundtable discussions with special guest speakers on a variety of subjects. The second day introduces a selection of companies with problems to solve, after which students take part in five creativity workshops to discuss how these issues might be resolved.
Upcoming Events
Date: 9th October at 19:00 - 21:00
Location: ESCP Europe's London Campus

ESCP Europe Business School and its Creativity Marketing Centre will host a fascinating discussion on "How to market a movement" with distinguished speakers Deborah Hale, MBE, Producer of the London 2012 Olympic and Paralympic Torch Relays, and Charlie Robertson, Founder of the Red Spider Brand Strategy Agency.

The rise of movement marketing is one of the most striking trends in communications today, whether dealing with cultural trends that develop spontaneously within society or, increasingly, the adoption and support of those movements by brands in order to generate differentiation and empathy. Certainly, the rules and practice of movement marketing need to be remade compared with traditional advertising or even sponsorship, and there is much new thinking for brands to absorb in this new discipline. Our two speakers bring a wealth of experience in this area from both a strategic and an implementational standpoint. This session promises to be crucial listening for anyone interested in the future trajectory of brand marketing and consumer co-creation.

The event will take place on Friday, 9th October at 7.00pm at ESCP Europe's London Campus. The talk will be followed by a drinks reception, allowing attendees the opportunity to meet the speakers and network with other like-minded people.

To register, please click here.

Date: 10th October at 10:30 - 17:00
Location: ESCP Europe's London Campus

On 10th October 2015, we are opening the doors of ESCP Europe's London campus to anyone wanting to know more about the School and the programmes it provides.

This all-day event will combine presentations, workshops and panel discussions, all designed to give you an idea of what happens at ESCP Europe, The World's First Business School (est. 1819). We will also provide refreshments and networking sessions, allowing attendees to mingle informally with both each other and members of the School's staff and faculty.

Whether you are a prospective student or simply an interested local resident, we will be delighted to welcome you to our campus!

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