Category Archives: New Product

Apple Watch transformation to Luxury brand is completed?

Cover Vogue Apple Watch

Apple is a luxury brand. Or can we consider as one since even Vogue created a 6 pages special article about the new Apple product?.Eventhough the new generation of luxury consumers are interested on “smart” watch, there are two important weakness where Apple can’t compete against other tradionnal & luxury watchmakers: the technology and the value as analyzed in this Bloomberg’s video.

Bernard Arnault, the big boss of LVMH group studied Polytechnied school in Paris. His brilliant destiny could have been linked to big technological firms “made in France”. But he preferred Luxury market: nothing related in theory with thecnology. Why? Because the technology quickly become obsolete and the luxury is timeless. Or at least it can be timeless if you preserve the brand value.

Apple watch

The brand assets are based on the quality of the product and the history& attitudes of the brand. Even if Apple wants to become a luxury brand through a smart watch, they miss this value that some swiss made brands have nourrished.

Apple is a technology brand, and therefore the main fear that luxury shoppers will have when the pay 10K$ for a Apple Watch is: for how long my watch will cost 10K$? The technology will become quickly obsolete? Is this really worth it? And from other side, what Apple can do in communication & media to give this vision of upper scale brand and bring value to the brand as other watchmakers do?

To be continued…

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Design the bottle of the future

Crowdsourcing is a process that involves outsourcing to a distributed group of people. This process can occur both online and offline, and the difference between crowdsourcing and ordinary outsourcing is that a task or problem is outsourced to an undefined public rather than a specific body, such as paid employees.

Heineken has used through its social media fan page this new business model, by allowing brand’s fans to design the 140th Anniversary Heineken Bottle. What an honor! The campaign has received more than 30.000 entries coming from 100 countries all over the world. A real success! Cheers!

Le Crowdsourcing c’est le fait d’utiliser la créativité et l’expertise d’un grand nombre de personnes, pour réaliser certaines tâches traditionnellement effectuées par un employé ou un entrepreneur.

Heineken a utilisé à travers des réseaux sociaux ce nouveau business modèle, en permettant les fans de la page facebook de Heineken designer une bouteille pour Heineken pour fêter le 140 anniversaire de la marque. La campagne a reçu plus de 30.000 propositions provenant de 100 pays différents. Une vraie réussite ! Tchin-tchin !

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