Vender através de analogias

"Listas de divórcio"

Das "Listas de Casamento" às "Listas de Divórcio":

"Debenhams, the high street retailer, has launched what is thought to be the UK's first 'divorce gift list' for couples ceremonially untying the marital knot.

Divorcees are expected to list large plasma screen TVs, computer games and non-iron shirts high on their lists to help them get over their break-ups and readjust to the single lifestyle."

Uma óptima analogia

"Some guys like to seduce a new girl every night at their local bar. It may be fun for them, but the drinks get pretty expensive. Relationships are more meaningful and more cost-effective in the long-run because the maintenance costs are easier on the wallet than a series of seduction tactics."
-- Sylvain Perron, Edelman Digital Canada

O regresso às coisas simples da vida

"These are the humble makings of a revolution in progress: Macaroni and cheese. Timex watches. Volunteer work. Insulated underwear. Savings accounts. Roseanne. Domestic beer. Local activism. Sleds. Pajamas. Sentimental movies. Primary colors. Mixed-breed dogs. Bicycles. Cloth diapers. Shopping at Wal- Mart. Small-town ways. Iceberg lettuce. Family reunions. Board games. Hang- it-yourself wallpaper. Push-it-yourself lawn mowers.

(...)

After a 10-year bender of gaudy dreams and godless consumerism, Americans are starting to trade down. They want to reduce their attachments to status symbols"


[Fonte: Time Magazine]

Melhores presentes de natal, já!

"Don't people realise that after 90 years on this earth I've enough socks, ties and bloddy bubble bath?"
-- Albert Summers, member of a pensioner's group that is campaigning for better Christmas presents (in Sunday Times)

"Noblesse oblige?"

"There's that saying, that one has to suffer to be beautiful, and it's not true, you don't. If you really suffer, it shows on your face - you get wrinkles and a bad posture."
-- Christian Louboutin, Sunday Times 22.11.02

"Pouco sexo, muita conversa"

"3 in 10 Chicagoans say they’d give up sex for a year rather than give up their mobile phones, according to a Samsung Mobile survey. 36% of women and 15% of men chose the phone. 30% of those surveyed also said they use their phones for texting more than talking."

-- CHICAGO TRIBUNE 10.6.09

[Via Iconoculture]

"A vida é uma lista de coisas"

A vida é feita de listas: listas de casamentos, listas de compras, listas de nomes para bébés, listas de telefones e contactos, listas de sítios a visitar, listas de alimentos que devemos comer ...

"We Like Lists Because We Don't Want to Die", Umberto Eco no Der Spiegel.

Estereótipos da classe média

"Stuff white people buy" - uma divertida "Bíblia de estereótipos" sobre a classe média inglesa.

"Insights"

"Out for dinner tonight? Around 27% of UK women compared to 19% of men see eating out as a way to avoid cooking and washing up."

[Via: Mintel News]

"People of Walmart"

Porque o sítio onde fazemos as compras pode dizer muito de nós.

O poder de uma boa metáfora

[Imagem via Flickr]

Sobre o poder das Metáforas no nosso discurso e pensamento diário. Interessante, particularmente para quem trabalha em publicidade e comunicação.

--- > "The surprising ways that metaphors shape your world" < ---

[Fica a recomendação pessoal do livro "Metaphors We Live by"]

"I read Playboy for the articles"

Sim, eu leio a Playboy por causa dos artigos altamente estimulantes. Da mesma maneira que as mulheres compram Manolo Blahniks com 15 cm de salto porque são óptimos para andar na calçada portuguesa.

"I read Playboy for the articles": Justifying and Rationalizing Questionable Preferences" - Um excelente paper da Harvard Business School sobre racionalizações e justificações.

Ou como diria o Sr. Rory Sutherland (Ogilvy UK): "Man, many scientists now believe, may not really be a rational animal but a post-rationalising animal."

Quando começa a conversa com o consumidor?

“Customers take longer to find a solution than we think. Companies tend to focus on their initial contact with customers, believing that shoppers’ experience with a product or service begins when they walk into a store or visit a Web site.

In fact, their journey begins much, much earlier. The easy availability of information on the Internet today allows customers to form opinions from countless sources. Conversations on Facebook, e-mail, and discussion boards steer consumers well before companies have had a chance to pitch their product or service."

-- Jeneanne Rae, "New Thinking About Consumer Marketing"

"We Live in Public"

Os nossos rituais matinais mudaram.

Acordamos demanhã e a 1ª coisa que fazemos já não é o xixizinho customado, mas ir antes pró Facebook espiar a vida dos outros ou actualizar a nossa.

E tudo porque hoje "vivemos em público" e sofremos de conectividade compulsiva.

Filosofia do sucesso

Alain de Botton sobre a modernidade: carreira, sucesso, status e inveja.

Técnicas de persuasão

Há que admirar as "técnicas" destes Senhores ...

"The art of selling an expensive watch" - The Wall Street Journal

"Food for thought"

"Marketing historically has been obsessed with the concept of positioning – how you are different to your competitors in your category. Increasingly, great brands are realizing that people don’t see categories and don’t obsess about them. What actually matters is having a point of view on the world, a cultural mission to ask people to rally around."
-- Gareth Kay, Modernista!

"The Brangelina industry"

Uma táctica interessante:
"(Jennifer Aniston) has been known to wear the same outfit for days, to reduce the market value of paparazzi shots" in The Guardian.

"The New High-end Consumer"

Longe vão os tempos em que as Senhoras finas escondiam os sacos de compras do discount nos sacos do Harrod's.

Ou que compravam um botão na Hermès para mais tarde andar a passear o inconfundível saco laranja pelas avenidas nobres.

A "frugalidade" fica-lhes tão bem.

[Via: Wharton@Knowledge]