This document discusses an alternative to traditional advertising called Communication Through Product (CTP). It proposes that companies invest marketing budgets in product design and innovation rather than advertising, allowing the product to communicate the brand through its attributes. CTP is presented as a more credible "pull" strategy that satisfies consumer demands for relevant information. Examples are given of companies that achieved success by focusing on distinctive product design. Guidelines for CTP include precise market research, investing in designers, developing a coherent brand identity, and improving the unique selling propositions of products.
Billboards are admittedly one of the best ways to advertise brands, companies, products, organizations, and so on. You can use billboards for commercial, non-commercial, social, and also personal beautification of your house or building
Every CEO's Secret Weapon for Growth: Know Your Consumer
November 2013
You've heard the mandate "Know Your Consumer" but do you understand its true value to your company? Leaders who regularly tap consumer insight know that this is the key lever for sustained business growth. In this white paper, we examine methods of closing the company-consumer gap, and dig into examples of well-known companies that have done so successfully.
This 2015 Mobile World Congress showcased the latest innovations in mobile technology, bringing together the leaders and pioneers of the mobile industry, consumer brands, and the growing amount of businesses touched by the mobile market.
Out of over 2,100 companies flaunting their newest and best, only a handful of exhibitors really stuck out for their ability to cut through the noise noise and connect with their audience.
We've taken a look at these standout exhibitors and examined what made them so memorable. Read our POV, and learn the 4 ways to win at the tradeshow that will connect people with your products and services and build your business.
Mypitch.com is a meeting place for creative people and talents. We\'re a leading provider in "creative crowdsourcing" – our network of creative minds develops ideas for both local and global brands and campaigns.
Billboards are admittedly one of the best ways to advertise brands, companies, products, organizations, and so on. You can use billboards for commercial, non-commercial, social, and also personal beautification of your house or building
Every CEO's Secret Weapon for Growth: Know Your Consumer
November 2013
You've heard the mandate "Know Your Consumer" but do you understand its true value to your company? Leaders who regularly tap consumer insight know that this is the key lever for sustained business growth. In this white paper, we examine methods of closing the company-consumer gap, and dig into examples of well-known companies that have done so successfully.
This 2015 Mobile World Congress showcased the latest innovations in mobile technology, bringing together the leaders and pioneers of the mobile industry, consumer brands, and the growing amount of businesses touched by the mobile market.
Out of over 2,100 companies flaunting their newest and best, only a handful of exhibitors really stuck out for their ability to cut through the noise noise and connect with their audience.
We've taken a look at these standout exhibitors and examined what made them so memorable. Read our POV, and learn the 4 ways to win at the tradeshow that will connect people with your products and services and build your business.
Mypitch.com is a meeting place for creative people and talents. We\'re a leading provider in "creative crowdsourcing" – our network of creative minds develops ideas for both local and global brands and campaigns.
This is a presentation of how I approach the marketing for a small business. The goal is to create a marketing and sales plan that is effective in attracting your ideal customers in an ongoing consistent way.
Brand of the Future
The workshop/seminar/event aims to examine the processes of envisioning and influencing the creation of future brand concepts with a combination on insights, intuition and high creativity. A particular emphasis will be placed on projecting how the trend of the new wave of entrepreneurs towards sharing instead of pure selling will be shaping our future.
The concept will be discussed in relation to the current and future context in Latvia and in the region at large. At the same time, global extensions of the issues will not be missed. International examples of successful will be presented and discussed as part of the class.
5 steps to creating and managing brand experienceAdam Gazari
Creating memorable brand experiences can set great brands apart from average and even good brands. The truth is that brand experiences don’t have to be as complicated as we make them. Often times it is the most simple, yet pleasant experiences that are most memorable.
Follow these 5 often taken-for-granted steps in creating and managing Brand Experience.
Creeds of Love curates and activates socially responsible brands by providing an online marketplace to showcase and sell fashion, beauty, art and home decor items. While also providing them with business and creative tools to help build on and off the Creeds of Love platform.
Our senses fuel our perceptions of the objects and events that surround us. Yet as marketers we're often limited to just two of them—sight and sound.
How much more compelling could brand experiences be if we used the science of perception to design better, more persuasive interactions—taking into account all of our senses?
In our latest white paper, we explain how an experiential approach harnesses the science of the senses to create more effective, more engaging experiences that amplify your message and brand.
The Dictionary of Brand by Marty NeumeierLiquid Agency
The Dictionary of Brand: Sponsored by Google. Written by Marty Neumeier. Designed by Liquid.
Before Google came on the scene, advertising was little more than one-way communication—companies talking “at” their customers instead of “with” their customers. But thanks to web communications, customers can now “talk back” to companies, turning brand-building into job one for all competitive businesses. Google recently established BrandLab, an innovative workshop-based program and collaborative center dedicated to helping brands get the most out of the web through education, inspiration, and hands-on practice. One of BrandLab’s first acts was to publish The Dictionary of Brand. Google asked Liquid to write and design this groundbreaking book—no easy task in a world where definitions are evolving daily.
Sponsored by Google. Designed in Silicon Valley by Liquid.
Liquid’s Director of Transformation, Marty Neumeier, has written several definitive books on brand strategy, including The Brand Gap, Zag, and The Designful Company. Now he’s written an exciting reference that is destined to join these titles on every brand-builder’s desk: The Dictionary of Brand. The new book—commissioned by Google—is a “relational” glossary containing 500 interconnected terms in brand strategy, advertising, design, innovation, and management. As part of their curriculum to help companies build their brands and connect with global customers, Google BrandLab provides copies of The Dictionary of Brand to every agency and client it collaborates with—a roster that includes companies such as Capital One, Coca-Cola, and Toyota.
Why a dictionary?
Brands are increasingly built by specialists, and specialists can only succeed through collaboration, which depends on a common language. The Dictionary of Brand is the first step in creating a “linguistic foundation”—a set of terms that allow specialists from different disciplines to work together in a larger community of practice. Although many of the terms are widely used by brand specialists, some haven’t yet appeared in other dictionaries. There are no copyright restrictions on republishing any these definitions word for word; all that’s needed is a credit line.
Want a copy, here you go!
As Marty Neumeier says, “Brand is the most powerful business tool since the spreadsheet.” Since we are in the business of helping companies build brand values, we are making The Brand Dictionary—otherwise available only to BrandLab participants—available free online as a SlideShare document. Download your copy of The Brand Dictionary and begin redefining the ways we speak and think about brand experience.
Business Guide to Branding (Is your brand identity working as hard as you are?)Andy Fuller
To build a business or organisation in today’s world you have to work hard and project an image that creates interest to potential clients and customers. Unless you have created that first positive impression, you stand nowhere in your business market.
Your brand should answer a few simple questions:
Why should people do business with you?
Where is your brand positioned in the competitive landscape?
What message differentiates you?
Is what you do clear to your target market?
In other words, building a successful brand begins with a clear message. The concept must be quick to grasp and easy to understand.
Whatever your product or service is, it has to convey a point-of-difference that’s clearly explained and easily grasped. People need to understand the benefits of choosing your brand over the competition’s.
I will talk about what makes a great brand - Triumphs and disasters - Branding do’s and don’ts and show some examples of logo design and brand guidelines…
Ref: The Brand Gap. Marty Neumeier. 2004
Designing Brand Identity. Alina Wheeler. 2013
This is a presentation of how I approach the marketing for a small business. The goal is to create a marketing and sales plan that is effective in attracting your ideal customers in an ongoing consistent way.
Brand of the Future
The workshop/seminar/event aims to examine the processes of envisioning and influencing the creation of future brand concepts with a combination on insights, intuition and high creativity. A particular emphasis will be placed on projecting how the trend of the new wave of entrepreneurs towards sharing instead of pure selling will be shaping our future.
The concept will be discussed in relation to the current and future context in Latvia and in the region at large. At the same time, global extensions of the issues will not be missed. International examples of successful will be presented and discussed as part of the class.
5 steps to creating and managing brand experienceAdam Gazari
Creating memorable brand experiences can set great brands apart from average and even good brands. The truth is that brand experiences don’t have to be as complicated as we make them. Often times it is the most simple, yet pleasant experiences that are most memorable.
Follow these 5 often taken-for-granted steps in creating and managing Brand Experience.
Creeds of Love curates and activates socially responsible brands by providing an online marketplace to showcase and sell fashion, beauty, art and home decor items. While also providing them with business and creative tools to help build on and off the Creeds of Love platform.
Our senses fuel our perceptions of the objects and events that surround us. Yet as marketers we're often limited to just two of them—sight and sound.
How much more compelling could brand experiences be if we used the science of perception to design better, more persuasive interactions—taking into account all of our senses?
In our latest white paper, we explain how an experiential approach harnesses the science of the senses to create more effective, more engaging experiences that amplify your message and brand.
The Dictionary of Brand by Marty NeumeierLiquid Agency
The Dictionary of Brand: Sponsored by Google. Written by Marty Neumeier. Designed by Liquid.
Before Google came on the scene, advertising was little more than one-way communication—companies talking “at” their customers instead of “with” their customers. But thanks to web communications, customers can now “talk back” to companies, turning brand-building into job one for all competitive businesses. Google recently established BrandLab, an innovative workshop-based program and collaborative center dedicated to helping brands get the most out of the web through education, inspiration, and hands-on practice. One of BrandLab’s first acts was to publish The Dictionary of Brand. Google asked Liquid to write and design this groundbreaking book—no easy task in a world where definitions are evolving daily.
Sponsored by Google. Designed in Silicon Valley by Liquid.
Liquid’s Director of Transformation, Marty Neumeier, has written several definitive books on brand strategy, including The Brand Gap, Zag, and The Designful Company. Now he’s written an exciting reference that is destined to join these titles on every brand-builder’s desk: The Dictionary of Brand. The new book—commissioned by Google—is a “relational” glossary containing 500 interconnected terms in brand strategy, advertising, design, innovation, and management. As part of their curriculum to help companies build their brands and connect with global customers, Google BrandLab provides copies of The Dictionary of Brand to every agency and client it collaborates with—a roster that includes companies such as Capital One, Coca-Cola, and Toyota.
Why a dictionary?
Brands are increasingly built by specialists, and specialists can only succeed through collaboration, which depends on a common language. The Dictionary of Brand is the first step in creating a “linguistic foundation”—a set of terms that allow specialists from different disciplines to work together in a larger community of practice. Although many of the terms are widely used by brand specialists, some haven’t yet appeared in other dictionaries. There are no copyright restrictions on republishing any these definitions word for word; all that’s needed is a credit line.
Want a copy, here you go!
As Marty Neumeier says, “Brand is the most powerful business tool since the spreadsheet.” Since we are in the business of helping companies build brand values, we are making The Brand Dictionary—otherwise available only to BrandLab participants—available free online as a SlideShare document. Download your copy of The Brand Dictionary and begin redefining the ways we speak and think about brand experience.
Business Guide to Branding (Is your brand identity working as hard as you are?)Andy Fuller
To build a business or organisation in today’s world you have to work hard and project an image that creates interest to potential clients and customers. Unless you have created that first positive impression, you stand nowhere in your business market.
Your brand should answer a few simple questions:
Why should people do business with you?
Where is your brand positioned in the competitive landscape?
What message differentiates you?
Is what you do clear to your target market?
In other words, building a successful brand begins with a clear message. The concept must be quick to grasp and easy to understand.
Whatever your product or service is, it has to convey a point-of-difference that’s clearly explained and easily grasped. People need to understand the benefits of choosing your brand over the competition’s.
I will talk about what makes a great brand - Triumphs and disasters - Branding do’s and don’ts and show some examples of logo design and brand guidelines…
Ref: The Brand Gap. Marty Neumeier. 2004
Designing Brand Identity. Alina Wheeler. 2013
La Planificación Estratégica, Enrique ClarósTrendtail
En este capítulo, a modo de ensayo, os propongo un puñado de reflexiones sobre la importancia de la planificación estratégica en el éxito de los negocios de retail. La perspectiva no será financiera, ni organizativa; no os hablaré de metodologías ni de procedimientos. Me interesan más los criterios y aprendizajes básicos, sin sofisticaciones; a veces incluso laberínticos para poder remachar conceptos, otras inacabados para que vosotros mismos –o vosotras- sigáis el desarrollo. Se trata de un enfoque a ventajas competitivas, a innovación. Un tratamiento que en retail sólo puede ser marquetiniano. Y esto ya es una primera declaración de principios.
The Creative Business Idea Book: Lessons Learned from Ten Years of Breakthrou...Havas
In 2000, as the advertising industry embarked on a new century of marketing communications, Havas Worldwide (then known as Euro RSCG Worldwide) made a promise to our clients: In every office around the world, in every discipline, we would maintain a single-minded focus on delivering breakthrough business ideas—ideas so powerful they have the capacity to transform businesses and revitalize brands, create entirely new categories, and alter consumer perceptions. We called this offering Creative Business Ideas® (CBIs), and CBIs have since become our mantra, our mission, and our mandate.
In the years since we established this new point of focus, Havas Worldwide has grown to be the largest agency in the world by number of global clients. We have been named Global Agency of the Year by Advertising Age and Agency Network of the Year by Campaign, and we have seen years in which we held more spots in The Gunn Report’s annual list of top 10 campaigns than any other agency, large or small.
In 2011, we marked our first decade of Creative Business Ideas with a gorgeous coffee-table book celebrating examples of the brilliant thinking the agency has produced for clients since 2000. Intended for creativity-focused people inside and outside our own industry, The Creative Business Idea Book: Ten Years of Breakthrough Thinking showcases more than two dozen campaigns created for clients around the globe and in industries ranging from finance to publishing, automobiles to FMCG. It includes fresh insights into the future of marketing communications and business in general, exploring, among other topics, the vital importance of the smart use of social media and the business benefits to be gained from driving social change.
The Creative Business Idea Book is available on Amazon.
Brand advertising is not a brand-new phenomenon. However, it has evolved over the last quarter-decade to include more than simply promoting and showing products: it has also included developing a brand narrative and promoting it via storytelling.
Consumers nowadays are well-informed and cautious. They want to learn more about your brand, its attributes, its origins, and other details. As a medium, storytelling offers a tremendous opportunity to engage with customers and influence their buying decisions.
For more info, Visit: www.epicindiagroup.com
How to become an unstoppable launch machine - breakfast briefing October 2014...fivebyfive
As a launch marketing agency, we’ve worked on launches for products and services in many different sectors, to many different audiences across many different channels. Every launch is different.
However, we’ve learned that there are certain things which are common to successful launches, which over time have become our guiding principles.
This is a summary of these 10 guiding principles.
Dentsu Aegis Network - Quarterly on content marketingiProspect Norge
Content Marketing is essentially what it says – marketing with content, rather than with advertising. The new digital age has produced far more sorts of content – pictures, videos, apps - and therefore far more way for brands to use content in their marketing.
We are in a time where some people choose to block ads, and others choose to pay to avoid ads (for example in Spotify and Netflix); content marketing can bypass some of this avoidance.
Report Back from SGO 2024: What’s the Latest in Cervical Cancer?bkling
Are you curious about what’s new in cervical cancer research or unsure what the findings mean? Join Dr. Emily Ko, a gynecologic oncologist at Penn Medicine, to learn about the latest updates from the Society of Gynecologic Oncology (SGO) 2024 Annual Meeting on Women’s Cancer. Dr. Ko will discuss what the research presented at the conference means for you and answer your questions about the new developments.
Lung Cancer: Artificial Intelligence, Synergetics, Complex System Analysis, S...Oleg Kshivets
RESULTS: Overall life span (LS) was 2252.1±1742.5 days and cumulative 5-year survival (5YS) reached 73.2%, 10 years – 64.8%, 20 years – 42.5%. 513 LCP lived more than 5 years (LS=3124.6±1525.6 days), 148 LCP – more than 10 years (LS=5054.4±1504.1 days).199 LCP died because of LC (LS=562.7±374.5 days). 5YS of LCP after bi/lobectomies was significantly superior in comparison with LCP after pneumonectomies (78.1% vs.63.7%, P=0.00001 by log-rank test). AT significantly improved 5YS (66.3% vs. 34.8%) (P=0.00000 by log-rank test) only for LCP with N1-2. Cox modeling displayed that 5YS of LCP significantly depended on: phase transition (PT) early-invasive LC in terms of synergetics, PT N0—N12, cell ratio factors (ratio between cancer cells- CC and blood cells subpopulations), G1-3, histology, glucose, AT, blood cell circuit, prothrombin index, heparin tolerance, recalcification time (P=0.000-0.038). Neural networks, genetic algorithm selection and bootstrap simulation revealed relationships between 5YS and PT early-invasive LC (rank=1), PT N0—N12 (rank=2), thrombocytes/CC (3), erythrocytes/CC (4), eosinophils/CC (5), healthy cells/CC (6), lymphocytes/CC (7), segmented neutrophils/CC (8), stick neutrophils/CC (9), monocytes/CC (10); leucocytes/CC (11). Correct prediction of 5YS was 100% by neural networks computing (area under ROC curve=1.0; error=0.0).
CONCLUSIONS: 5YS of LCP after radical procedures significantly depended on: 1) PT early-invasive cancer; 2) PT N0--N12; 3) cell ratio factors; 4) blood cell circuit; 5) biochemical factors; 6) hemostasis system; 7) AT; 8) LC characteristics; 9) LC cell dynamics; 10) surgery type: lobectomy/pneumonectomy; 11) anthropometric data. Optimal diagnosis and treatment strategies for LC are: 1) screening and early detection of LC; 2) availability of experienced thoracic surgeons because of complexity of radical procedures; 3) aggressive en block surgery and adequate lymph node dissection for completeness; 4) precise prediction; 5) adjuvant chemoimmunoradiotherapy for LCP with unfavorable prognosis.
Title: Sense of Taste
Presenter: Dr. Faiza, Assistant Professor of Physiology
Qualifications:
MBBS (Best Graduate, AIMC Lahore)
FCPS Physiology
ICMT, CHPE, DHPE (STMU)
MPH (GC University, Faisalabad)
MBA (Virtual University of Pakistan)
Learning Objectives:
Describe the structure and function of taste buds.
Describe the relationship between the taste threshold and taste index of common substances.
Explain the chemical basis and signal transduction of taste perception for each type of primary taste sensation.
Recognize different abnormalities of taste perception and their causes.
Key Topics:
Significance of Taste Sensation:
Differentiation between pleasant and harmful food
Influence on behavior
Selection of food based on metabolic needs
Receptors of Taste:
Taste buds on the tongue
Influence of sense of smell, texture of food, and pain stimulation (e.g., by pepper)
Primary and Secondary Taste Sensations:
Primary taste sensations: Sweet, Sour, Salty, Bitter, Umami
Chemical basis and signal transduction mechanisms for each taste
Taste Threshold and Index:
Taste threshold values for Sweet (sucrose), Salty (NaCl), Sour (HCl), and Bitter (Quinine)
Taste index relationship: Inversely proportional to taste threshold
Taste Blindness:
Inability to taste certain substances, particularly thiourea compounds
Example: Phenylthiocarbamide
Structure and Function of Taste Buds:
Composition: Epithelial cells, Sustentacular/Supporting cells, Taste cells, Basal cells
Features: Taste pores, Taste hairs/microvilli, and Taste nerve fibers
Location of Taste Buds:
Found in papillae of the tongue (Fungiform, Circumvallate, Foliate)
Also present on the palate, tonsillar pillars, epiglottis, and proximal esophagus
Mechanism of Taste Stimulation:
Interaction of taste substances with receptors on microvilli
Signal transduction pathways for Umami, Sweet, Bitter, Sour, and Salty tastes
Taste Sensitivity and Adaptation:
Decrease in sensitivity with age
Rapid adaptation of taste sensation
Role of Saliva in Taste:
Dissolution of tastants to reach receptors
Washing away the stimulus
Taste Preferences and Aversions:
Mechanisms behind taste preference and aversion
Influence of receptors and neural pathways
Impact of Sensory Nerve Damage:
Degeneration of taste buds if the sensory nerve fiber is cut
Abnormalities of Taste Detection:
Conditions: Ageusia, Hypogeusia, Dysgeusia (parageusia)
Causes: Nerve damage, neurological disorders, infections, poor oral hygiene, adverse drug effects, deficiencies, aging, tobacco use, altered neurotransmitter levels
Neurotransmitters and Taste Threshold:
Effects of serotonin (5-HT) and norepinephrine (NE) on taste sensitivity
Supertasters:
25% of the population with heightened sensitivity to taste, especially bitterness
Increased number of fungiform papillae
Explore natural remedies for syphilis treatment in Singapore. Discover alternative therapies, herbal remedies, and lifestyle changes that may complement conventional treatments. Learn about holistic approaches to managing syphilis symptoms and supporting overall health.
Couples presenting to the infertility clinic- Do they really have infertility...Sujoy Dasgupta
Dr Sujoy Dasgupta presented the study on "Couples presenting to the infertility clinic- Do they really have infertility? – The unexplored stories of non-consummation" in the 13th Congress of the Asia Pacific Initiative on Reproduction (ASPIRE 2024) at Manila on 24 May, 2024.
These lecture slides, by Dr Sidra Arshad, offer a quick overview of physiological basis of a normal electrocardiogram.
Learning objectives:
1. Define an electrocardiogram (ECG) and electrocardiography
2. Describe how dipoles generated by the heart produce the waveforms of the ECG
3. Describe the components of a normal electrocardiogram of a typical bipolar leads (limb II)
4. Differentiate between intervals and segments
5. Enlist some common indications for obtaining an ECG
Study Resources:
1. Chapter 11, Guyton and Hall Textbook of Medical Physiology, 14th edition
2. Chapter 9, Human Physiology - From Cells to Systems, Lauralee Sherwood, 9th edition
3. Chapter 29, Ganong’s Review of Medical Physiology, 26th edition
4. Electrocardiogram, StatPearls - https://www.ncbi.nlm.nih.gov/books/NBK549803/
5. ECG in Medical Practice by ABM Abdullah, 4th edition
6. ECG Basics, http://www.nataliescasebook.com/tag/e-c-g-basics
MANAGEMENT OF ATRIOVENTRICULAR CONDUCTION BLOCK.pdfJim Jacob Roy
Cardiac conduction defects can occur due to various causes.
Atrioventricular conduction blocks ( AV blocks ) are classified into 3 types.
This document describes the acute management of AV block.
The prostate is an exocrine gland of the male mammalian reproductive system
It is a walnut-sized gland that forms part of the male reproductive system and is located in front of the rectum and just below the urinary bladder
Function is to store and secrete a clear, slightly alkaline fluid that constitutes 10-30% of the volume of the seminal fluid that along with the spermatozoa, constitutes semen
A healthy human prostate measures (4cm-vertical, by 3cm-horizontal, 2cm ant-post ).
It surrounds the urethra just below the urinary bladder. It has anterior, median, posterior and two lateral lobes
It’s work is regulated by androgens which are responsible for male sex characteristics
Generalised disease of the prostate due to hormonal derangement which leads to non malignant enlargement of the gland (increase in the number of epithelial cells and stromal tissue)to cause compression of the urethra leading to symptoms (LUTS
- Video recording of this lecture in English language: https://youtu.be/lK81BzxMqdo
- Video recording of this lecture in Arabic language: https://youtu.be/Ve4P0COk9OI
- Link to download the book free: https://nephrotube.blogspot.com/p/nephrotube-nephrology-books.html
- Link to NephroTube website: www.NephroTube.com
- Link to NephroTube social media accounts: https://nephrotube.blogspot.com/p/join-nephrotube-on-social-media.html
Factory Supply Best Quality Pmk Oil CAS 28578–16–7 PMK Powder in Stockrebeccabio
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Pulmonary Thromboembolism - etilogy, types, medical- Surgical and nursing man...VarunMahajani
Disruption of blood supply to lung alveoli due to blockage of one or more pulmonary blood vessels is called as Pulmonary thromboembolism. In this presentation we will discuss its causes, types and its management in depth.
1. David Report issue 5/November 2006
YOUR PATHFINDER INTO THE FUTURE
Communication
Through Product
“David Report provides thought-provoking insights which give me inspiration and ideas.”
Peter Bodor, Public Affairs and Communications Manager, Coca-Cola Sweden
”Reading and viewing several trend reports and newsletters daily I could simply say that David Report is the ONE to read.
Other describes what’s done yesterday. David Report tells what will happen tomorrow and in the long run, and does this with
a design perspective and humanistic approach I just can admire, respect and agree with!
Ulrika Lövdahl, Project Manager, Communication Development, V&S ABSOLUT SPIRITS
“Finally David Carlson, the famous Swedish design-entrepreneur, takes the obvious next step by starting the David Report.
He wants to change the world. He might do it.”
Olle Wästberg, Director General, The Swedish Institute
2. Our keynote
Foreword
Last issue of David Report (no 4: Welcome to the Credi-
bility Loop) made an impression on our readers. We have
been asked to take a deeper look inside the loop. Who
could argue with that, we are here for you, dear readers!
This new issue is called Communication Through Product
and we are really happy to present it. Not only because
it consists of an interesting development of our initial
thoughts, we are also proud to deliver ideas that we be-
leive could save our fellow business men/women billions
of dollars. This by using a marketing strategy based on
design, creativity and inovation that we have named CTP,
an abbreviation of Communication Through Product. Mini Cooper - good example of attractive design
The lead-in about products and services. According to the marketers
advertising has been the big solution to everything.
Today our world is completely different compared to the Advertising has been the king. But it is no more. We have
early years of industrialism or even in comparison to just a new world order where online communities like YouTube
ten fifteen years ago. Our modern society is more or less and MySpace will be in command as the new message
totally transparent and the consumers are in command. To carrier. A recent example is the short movie ”campaign for
be successful today you need a genuine interest to listen real beauty” from Dove which generated better feedback
to them and to understand their needs by implementing at YouTube than through a multiple dollar thirty seconds
engaged, humble and respectful conversations. Not by spot during Superbowl.
polluting the world with just another shouting advertising We would like to turn the telescopic sight back to
campaign. the very core of brand delivery, which is the products and
As a reminiscence, a short resume of David Report issue services. The very heart or DNA of a brand so to speak.
4 – The credibility Loop: This is where most credibility lies. And by developing and
spicing up the core you can achieve competitive advan-
“Today advertising is a questionable effort both tage in an ever-changing world. Still, in most cases the
to build recognition and to build a brand. The academic core is blurred by all the advertising surrounding more or
elite as well as business professionals have a second less everything we buy but which is not adding anything
thought how to do. It’s all about building a trustworthy to the world. It is just a lacquer on the top. It is just there
and reliable partnership with your (future) customers. to market the product. It is just like the peel of an orange.
To become a part of their mind so to speak. And when Something you peel off and throw away in the garbage
most people are sick and tired of all advertising every- when going for what´s good inside.
where, there must be a better way to communicate with Maybe it exists other and more creative methods
them, mustn’t” to make products attractive to the consumers rather than
spending more and more money on traditional adverti-
As an answer to the current situation we gave sing? We think so. What if a company took some (or a lot)
the advice to go for a ride in the Credibility Loop. We are of the advertising and communication budget and used it
convinced that if a product will be able to speak for itself on design and innovation instead?
via a unique design, personality and soul, it will by far be Will that help them to enhance the attraction and make a
the best and least expensive way to communicate it. product more desirable? Will they be able to make it more
particular and necessary? Of course, according us.
A new world order.
Advertising cannot change the word. Design and innova-
For a couple of decades it has been unfashionable to talk tion can!
3. Our interview
We proudly present an interview with Acne Jeans. A that we have, ‘Acne Jeans’ would be a mere veneer wit-
Swedish fashion brand that by designing simple and hout a solid base.
functional clothes, aims to create a modern framework for
individuality. 7. How important is design, innovation and creativity?
1. Please shortly tell us about the history of Acne Vision, ambition, innovation and creativity are the lifeblood
Jeans. of the whole Acne creative collective, and the reason
we continue to produce all from jeans to a high fashion
Acne started as a creative collective in 1996, with four magazine.
creative individuals who each had a different field of
expertise. With time the original company grew four 8. Tell us something about your magazine, Acne
individual arms; Acne Film, Acne Digital, Acne Creative paper.
and, of course, Acne Jeans. The concept has always been
to combine art and industry in a manner which felt both Through Acne Paper we want to share the multitude of
visionary and logical, and this spirit is still what drives us people, places and cultural currents that inspire us. Here
today. we want to invite our customers into a world of flair and
glamour as well as a world of subtleties and reflection, and
2. Who is your target group and what are their va- somehow bridge the gap between history and the present.
lues?
9. Are the Acne studios an important part of your
The Acne Jeans customer is someone who feels attuned communication? What are the key ingredients?
to the culture industries, whether this is as a consumer or
as a producer. Our customer has high demands on what Our Acne Studios are an extension of the Acne concept,
they consume, and always challenge us to create the best and a way to invite the customer to the ’Acne world’. We
possible product. want the customer to feel familiar and comfortable, whilst
still offer a taste of something new and unexpected.
3. You do not market Acne through traditional ad-
vertising, please let us know why? 10. You do a lot of different events and installations.
One recent example is the shop swap with Browns
At the very beginning we simply couldn’t afford to, and Focus. Please let us know something about your
now we feel that we prefer to invest in new products, such thoughts and your objectives.
as Acne Paper, rather advertise in the traditional manner.
Seeing as we’re still growing in every respect, this means The Browns Focus shop swap started as a project among-
prioritising, which right now equals no advertising. st friends, and developed into something quite spectacular
with a life of its own. As with everything else that we do
4. Do you reach your target group without traditional we wanted to push the boundaries of what to expect from
advertising? a clothing brand. Retailing today means being intrepid
and fearless, and to always aim to give more back to the
Yes. customer, whether that means sharing a good secret, as
with Acne Paper, or giving a struggling artist a helping
5. Your collections are the core of your business. Are hand, as with our gallery space ‘Vita Valvet’, or providing
they also important for your communication? something totally unexpected as with our shop swap.
We are absolutely design driven in every respect. The 11. Please let us know what is happening in the near
inspiration that the design team use each season pushes future?
the whole company forward. Through the collections we
are always exposed to new creative references, so- We have several! For s/s 07 we have collaborated with
mething which in turn also, both directly and indirectly, Tretorn to produce two sneaker styles that we hope will be
influences the way we choose to communicate the collec- universally loved (they have already created a minor ‘must-
tions themselves. In this sense we would like to think that have’ frenzy here at the office!), and in the near future
we always push onwards, never standing still. we will finally open a webshop. On top of this we have
several ‘real’ shops opening soon, the closest one being
6. Are your products an important part of the brand the Gothenburg Acne Studio, which will open with a bang
experience? the 29/11.
The products that we make are at the heart of Acne
Jeans. Without products that reflect the high standards
4. Our private eye - Lugano
The end of the conventional advertising
by Oliver Ike
Today large companies have to invest the money that
they used on conventional advertising campaigns
into the product itself. Our theory, the CTP strategy
(Communication through product) mentioned below,
underlines the importance to improve the USP of a
product through investing in its design and innovation.
The product thereupon speaks for itself and hence
has no need to be communicated through conventio-
nal ATL advertising as before.
The consumer of today’s world is better
informed than ever due mainly to the Internet. He is
willing to pay a premium for a product but only if it
communicates lifestyle to him. How can we achieve
Ikepad watch by Marc Newson
this? What are the rules to obey to get a positive
result? I would like to explain this to you through an
example of the watch industry.
10 years ago I created a watch-brand called also derived part or all of their success due to focusing
Ikepod. By picking one of the most en vogue desig- on the product design. What would Audemars Piguet
ner at that time, Marc Newson, I differentiated the be today without The Royal Oak watch-lines designed
looks of the product from what was available in time- by Gerald Genta. How would the sales have developed
pieces on the markets. Combining traditional Swiss for Jaeger-le-Coultre without their Reverso model? How
mechanical watch making with avant-garde design would Patek’s image be without introducing the Nautilus
was the key of my success. Design for me is form or Aquanaut designed by the same Genta?
and function. If it only becomes form like in the 80’s These are just a few examples that show you that if you
and there is no function, it equals art and has nothing let the product speak, through its design and innovation,
to do with design anymore. If instead it has function you can save millions on conventional ATL advertising.
as well, as shows off an outstanding design, success Here again are the main ingredients that I consi-
is just around the corner. der necessary to succeed with a CTP strategy:
The most important lesson I drew from the
focus on the product design in the above example - Importance of an exact briefing: Firstly analyse your
was that you have to be very precise in your briefing markets and find out who your main brand ambassadors
in order to develop a consistant brand strategy. are (clients, retailers, distributors?). Listen to their needs
It should not be the designer who creates before you even start creating a new product
a product that he wants but is should be a team of - Choose at least two good industrial designers that know
market researchers from your company telling the material properties as well as modern production techno-
designer what the market wants and then accordingly logies. This way you do not risk to be dependant on just
the designer will use his talent to interpret your brie- one designer.
fing. - Do not be afraid to spend money on the design to
Through the different looks, its innovative achieve as many USP’s for your product as possible. You
mechanical functions and its coherent corporate can recover this investment entirely through the premium
identity Ikepod watches became known in the mar- price of your product.
kets within a few months. We would never have been - Develop a coherent brand corporate identity and a
able to pay for all the free editorials and PR that we consistent product strategy. Spend money on creating
received. The so called brand ambassadors (movie or improving your CI (logo, graphics, catalogues, Internet
stars, pop stars, etc..) bought the product at our retai- site).
lers without us even being aware. We did not have to
pay them anything for endorsing our product. I even You will in a short time see that the investment is much
recall to have received a phone call from Elton John’s less than in conventional ATL advertising and the results
manager asking me to allow them to use our watches will be more effective. By communicating through product
for the conventional ATL - TV advertising of the Royal you reinforce your brand and you create a lasting value.
Mail and they did buy watches for this! Suddenly the Some of your products may even write “design-history”
Ikepod brand started to become a trendsetter. In the and generations later people will still remember your
watch industry there are a few big companies that brand because of them.
5. ATL - BTL - and now........... CTP
Years ago Jackson Five played with figures and letters in
the song ABC, “ABC, 123, baby, you and me!” In an easy
way they communicated the way to go: After A comes B
and after B comes C.
The discussion on how to communicate is in-
tense. Disputes whether to use ATL and/or BTL instru-
ments for a communication campaign. ATL stands for
Above-The-Line using mass media such as TV-spots,
print-ads and radio campaigns. Today ATL has most part
of the marketing investments even if it is emotionally
poor. BTL or Below-the-Line is the umbrella term of more
creative methods such as PR, events and word-of-mouth.
A common denominator for ATL is the PUSH strategy. As
a consumer you can not really decide if you would like to
be the addressee or not. Because it is everywhere.
We doubt that this is a smart strategy when we
are in the middle of a strong and fast shift from marketers Apple iPod Shuffle
to consumers. Today consumers are in command. They
are sick and tired of all the buzz out there. They want to
find relevant information by themselves. And this from and go directly to C, the thrustworthy core. Try Communi-
credible sources (advertising does not count as one any cation Through Product (CTP), you´ll like it.
longer…). It is given nowdays that it is the consumers that
“owns” your brand. At least if you think that the perception The drop metaphor
of your brand in the mind of the target group is para-
mount. If we hold this as true, isn’t it strange that so many A drop is our metaphor for Communication Through
companies do not still listen to the desideratum of their Product (CTP). Like rings on the water the product (and
customers? brand) reaches the consumers. The experience is strong-
We recommend a PULL-strategy that attracts the er closer to the center and fades the further out you get.
customer and pulls him/her to the product or service like The closer to the core, the more trustworthy
a fly to sugar. PULL is driven by credibility. One (and the results you will achieve in your communication efforts.
best?) example of a credible PULL strategy is a marke- By using Communication Through Product (CTP) you will
ting and communication strategy we have named Com- be able to work inside out with the necessary humanistic
munication Through Product (CTP). ingredients in focus, not just putting some varnish on the
Communication Through Product (CTP) is about surface.
using your budget for design and innovation instead of The closer to the core you will get, the bigger the
trying to hide poor products behind loads of expensive sensory experiences are. ATL makes you see and hear,
advertising. It´s about letting the products communicate BTL tickles a little bit more but Communication Through
by themselves instead of building up costly communi- Product (CTP) fully evokes taste, touch and smell as
cation around them and to make the products their own well. You will get a subconscious and intuitive feeling of
ambassadors by adding elements that communicate something real and credible, your sixth sense! Communi-
the identity of the brand which at the samt time will pull cation Through Product (CTP) is actually the best sensory
people to them. marketing strategy there is.
What makes a product communicate by itself By starting the communication with the products
then? We think it has to do about delivering experiences themselves, or in their logical nearness, they will from the
and creating a sense of belonging. By letting the products beginning have a PULL-factor incorporated that attracts
solve problems, provide benefits and evoke meaning. They consumers without a major advertising campaign. This
will be able to achieve this by offering sensory stimulation because the product itself substantively is the best mes-
and by providing cognitive adventures. senger you can get.
Be sensitive to what the consumer thinks and Design, innovation and creativity are the key
feels. Create attraction and they will voluntarily seek, find ingredients that builds the unique DNA of Communication
and accept your products. We say - be proactive, make a Through Product (CTP). Communication Through Product
difference and take control of the situation. Skip A and B (CTP) is marketing 2.0.
6. Save and earn money
by using CTP
Today, in general, the me-
dia budget compared to the
investment in design and inno-
vation is divided approximately
like this: 70 percent ATL, 25
percent BTL and 5 percent
design and innovation. How
is it possible to defend a stra-
tegy that “waste” nearly 3/4
on questionable advertising?
We mean that the to-
tal amount spent will decrease
when investing more resour-
ces on design and innovation.
Because by boosting the core,
less money will be needed for
ATL and/or in some sense
BTL activities (even if we
believe that BTL is a a good
transmitter because it is inter-
personal and experience rela-
ted). The estimated figures in
the models below tells us that
you could save something like
20 percent of spending, and
which is as important, it will
increase the credibility level
hugely.
Our examples exclu-
des production, distribution
and administration costs etc.
We are only counting the cost
of communication plus design
and innovation. Our figures
are just roughly presented
and should be seen as an
experimental and alternative
thinking. But if this is the rea-
lity, can you afford not going
for a ride in the Credibility
Loop? And best of all, be able
to make a big difference?
7. Our windup Our calendar
- in six logical steps To not miss events in the near future concerning design,
brand strategy, creative communication, trend forecast
1. Advertising has lost its credibility. and future visions.
Please visit http://www.davidreport.com for a complete
2. Everybody are talking about how to communicate in a event calendar.
new way.
Making sense of the future
3. We say - go to the very core - the product or service November 22-24 in Lucerne, Switzerland.
and communicate through it. It´s the best way to build a
credible brand. Mobility and Ubiquity
November 21st in Montreal, Canada.
4. Use design, creativity and innovation to make products
and services relevant enough to attract the target group St Etienne Biennale
and they will find them voluntarily. November 22 - December 3 in St Etienne, France.
5. You will save money because Communication Through Marketing 3
Product (CTP) is the most-cost-effective communication November 28-December 1 in Utrecht, Netherlands.
solution there is! This really attracts business men/wo-
men! Innovation Playground
November 30 in The Hague,Netherlands.
6. As a bonus you will be able to make a difference. This
really attracts the consumers nowdays! Youth Power 2006
December 5-6 in San Diego, USA.
There it is, our supermodel, that hopefully will make
business executives think twice before buying another Art Basel Miami Beach
expensive advertising campaign. Communication Through December 7-10 in Miami Beach, USA.
Product (CTP) is a model to use to get more attention,
more sales and more credibility for less investment. Le Web 3
Sounds to good to be true! December 11-12 in Paris, France.
David Report Team About David Report Bulletin
Editor-in-chief: The David Report bulletin is a visionary trend report with a
David Carlson humanistic approach in the intersection of design, innova-
tion and brand communication. Here you can read what´s
Contributing Editor: going on in the future, and get ideas on how to manage
Claes Foxerus it… By challenging conventional thinking we are always
trying to make a difference. Four issues a year.
Writers:
Oliver Ike Sponsor
Michael Ekeblad Sponsor David Report and you bring your message to
Olivier Rohrbach an influential audience in a global lifestyle community
Yoichi Nakamuta including designers, marketers, opinion-makers, industry
executives and creative entrepreneurs.
Address David Report is a creative arena where the sponsor con-
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Strandbadsvägen 2
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Sweden sponsor always has to match the profile of the visitors.
info@davidreport.com
www.davidreport.com To be able to make an impression only one sponsor are
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