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Recent research on brand experience

I recently gave at the Conférence Étudiante de Recherche en Gestion (CERG) a small talk about a paper I’m working on, tentatively titled “What an experience: brand stores and flagships as communication channels”. You’ll find my Prezi presentation here (in French only). Enjoy!

Inspiration May-June 2010

Your soundtrack for the weekend

The Bamboos - On the Sly
Bully Blinders - Truck Stop Food
Broken Social Scene - Texico bitches
M.anifest - She lives
DJ Deckstream - Virtual Insanity

Inspiration - Avril 2010

inspiration avril 2010

Food for thought: Want the cool kids? Hide your business!

Food for thoughtRob Walker, in Buying In, tells us that clerks at the Supreme NYC store turned down clients that didn’t correspond to their idea of the acceptable (hear: hip) Supreme consumer. While that might sound a bit drastic, I think it is an excellent idea. Since your consumers create (or help creating) your brand image and culture, if you’re looking to build a brand based on exclusivity and cool, you have to draw the line somewhere. But there’s other ways of doing so. One of them, IMHO, is through location-awareness-based segmentation (I’ll take a simpler/nicer term if you have one!).

What do I mean by that? Well, whether you’re talking about almost hidden stores such as Nom de Guerre in New York or Somet in Tokyo, about hidden bars and restaurants, such as Club 33 in Disney World, Nakamegura Gen or last-year hidden nightspots craze in Japan (and I’m not even talking about one-night-invite-only pop-up restaurants…), or about shops establishing themselves off the beaten path or in up-and-coming neighbourhoods (think gentrification), there’s a simpler way of choosing your clientele without insulting your customers. Hidden in plain sight or simply hard(er) to get to, shops and restaurants playing the location-awareness-based segmentation card are using a great way of restricting their clientele to consumers they really want: opinion leaders, trend setters and so on. These individuals are in the known and will know where you are and how to get to your place.

Nancarrow & Nancarrow (2002, 2007) state that cool is an “advanced state of knowledge about commodities and consumption practices”, [...] a form of cultural capital that increasingly consists of insider knowledge as yet unavailable to the mainstream”. The practice I just described fit perfectly with this definition of cool and is, I believe, quite helpful in targetting the cool consumers.

This article is stub, part of a research project on ephemerality in consumption and the cool.

My new mixtape is out!

pysmixtape april 2010Instant Classics PYSMIXTAPE APRIL 2010.

As usual, hit me up at whatever at pierreyann dot org if you’re interested!

Here’s the tracklist:

1 - Animate Objects - El Dorado
2 - Justis - Cocaine
3 - Mental Abstrato - A Primeira Audição É A Que Fica (Feat. Awon)
4 - Justice System - Summer in the City (Sunshine Blend)
5 - DJ Alibi - Don’t Look Down Ft Bamboombox
6 - Intuition - Buzzkill Ft. Slug
7 - D’Angelo - When We Get By
8 - KiD CuDi - The Prayer
9 - Soloplexus - Me Her
10 - Mos Dub - Johnny Too Beef
11 - Mos Dub - Kampala Truth Work
12 - Caribou - Odessa
13 - My Son The Hurricane - Ain’t My Style
14 - Mark Ronson Feat. Nappy Roots & Anthony Hamilton - Bluegrass Stain’d
15 - Kenichiro Nishihara - Power Of Self (feat. Substantial)
16 - Mark Ronson Feat. Ghostface Killah, Nate Dogg & Trife - Ooh Wee
17 - Justice System - Dedication To Bambaataa
18 - Mark Ronson Feat. Rivers Cuomo - I Suck
19 - Wee Bee Foolish - This Kid
20 - Dred Scott - Swingin’ From The Tree
21 - Rhymefest - Devil’s Pie
22 - Rhymefest - Builld Me Up (f. O.D.B.)

Can you make a whole album out of one sample?

Well you can try …
The sample: The New Birth - You Don't Have to Be Alone

By order of preference:
810 - La La La
Soloplexus - Me Her
Rhymefest - Tell A Story
Red Hook Day - Shabazz the Disciple
Lil Wayne - Lalala

The Great Quebec Divide

I already hear my friends saying I should stick to marketing instead of talking politics. The thing is, the independence of Quebec, from my perspective, is (now) more of a cultural debate than a political one. In that sense, it is loosely knitted with my main domain of interest. I know most would agree.

When we’re talking about Quebec independence, our thoughts usually goes toward the dichotomy that exists between Quebec and the ROC (rest of Canada). I am persuaded that this debate is over, a conflict of the past. Not that this dichotomy isn’t present anymore.

Parizeau (the then leader of the Parti Québecois) blamed his party defeat after the 1995 referendum on money and the ethnic votes. I am particularly interested in the last part of this statement. I think he couldn’t have been more right, but not exactly how he meant it.

The typical Quebecer for independence will state that we need our own country because we’re culturally different from the rest of the country (we speak french, have a different cultural background and so on). The typical Quebecer is a white francophone, while the ROC, well, isn’t. I’ll argue with this frame of reference in mind.

The question of independence is over. Of course, you’ll still find (a lot) of Quebecers arguing for it. But they lost their momentum. And here’s what I am bringing to the table for discussion: there is no point anymore for the independence of Quebec, because Quebecers are not what they used to be. Our weak birth rate and strong immigration is leading to a change in demographics. No longer will the typical Quebecer be a white francophone. And while he may be white and he may be francophone, his contact with other culture made him realize, well, that he doesn’t need to be that separated from the ROC anymore. Through the growing multiculturalism in our own province, we came to accept the other. And if we accepted him, there’s no need to seek a separation.

And here comes the great Quebec divide: the question of Quebec independence isn’t with the ROC anymore, it’s within our own province. Those who are fighting for a culturally independent province/country are fighting a lost battle, as our province is becoming more and more culturally diverse. This divide, which some might credit to a city/suburb or (worse?) Montreal/rest of the province divide is what our province will have to deal with in the coming years. We’re seeing a separation within our own culture, and if the question of independence is rising again, we’ll have to stop luring ourselves and start talking about what we’re looking for in a 21st Quebec.

P.S. I had a good talk with my most politically connoisseur friend and he made interesting points I wanted to raise here: the independence in ’95 was not only a cultural debate, there was strong political stakes, which I am not considering in this essay; evolving in a multi-cultural environment does not necessarily lead you to a less independence-inclined political perspective (I respectfully disagree); and I am –not- saying independentist are ethno-centric racist!

A thought on “The collapse of complex business models” and the “free” model of the Web

Clay Shirky makes interesting points in his article “The collapse of complex business models“, and I just wanted to raise a a perspective that always come to mind whenvever I’m hearing content publisher say that the web “is not free” and that users will have to start paying, soon.

From Shirky’s article:
“To pick a couple of examples more or less at random, last year Barry Diller of IAC said, of content available on the web, “It is not free, and is not going to be,” Steve Brill of Journalism Online said that users “just need to get back into the habit of doing so [paying for content] online”, and Rupert Murdoch of News Corp said “Web users will have to pay for what they watch and use.”

I think companies are being quite narrow-minded and are looking at the issue only from their point of view. Why am I saying that, would you think? Well, the rise of the Web gave companies free access to a massive “workforce”, an ever-expanding database of tastes, comments, reviews of products, advices from users to other users, and so on.

Whether we’re talking about a technical forum where users help other users (hence lowering the cost of customer support), about crowdsourced initiatives to get advertising ideas, tv concepts, free written news articles and (insert whatever is going on the web right now in that particular domain), about the biggest database available to datamine and profile consumers or about the possibility for companies to get direct feedback from consumers, without the need of market research consultants, the point is, the Web is a free source of information and content -for both side-. That is a perspective often forgotten in this debate.

While companies whine that consumers will have to pay, it is rather rare to hear consumers telling the same to the industry. The question we should ask isn’t if consumers should pay for content, it is who should pay who (that is, if anyone should pay somebody…).

Yes, you’re still on pierreyann.org

I just changed the design a bit!