With China’s rapid modernization, middle-class parents are caught between new and traditional ways of parenting, and the truism over the past few decades that Chinese children don’t play or have fun is now being challenged.
Read MoreCities are built on money — regions that don’t push tax breaks tend to get left behind. But the future of a city is no longer exclusively dependent on low taxes. The new trend is to sell a city on its people and their lifestyle.
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“ReD influenced our point of view on the fitness market overall, and changed our view of how we can play a role in that,” says James Carnes, VP of Design for Adidas.
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In 2006 a major European brewing company was faced with falling bar and pub sales and, despite muscular market research and competitive analysis, couldn’t figure out why.
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Andrew Muirhead, Director of Innovation, Lufthansa Technik AG, talks about his work with ReD.
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Conviviality takes multiple forms and expressions when people come together. As a creator of conviviality it is crucial for Pernod Ricard to remain a relevant and key enabler of these convivial moments.
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Tao Ruspoli’s new movie, Being in the World: A Celebration of Being Human in a Technological Age, explores the tension between being spontaneous and being rational.
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We think these people exemplify the trend of the neocraftsman and the way they tell their stories. From handcrafted axes to chocolate to vodka, all of these neocraftsman are creating a new way to look at “premium products” through their transparent process, their love of the craft, and what their product represents.
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People want their products to be like their jeans, which over time have the capacity to become ingenuously personalized and create an intransient sense of loyalty.
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Conventional wisdom on marketing preaches clear, simple messaging that is directed at a large audience and is accessible to as many people as possible. However, if you want to position a product as premium, you need to use more complex messaging that will demand more of the consumer.
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Authenticity has always been an important criterion for premium products. Naturally you would put a higher value on Parmesan cheese made in Parma than if it was made in Detroit.
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