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jerryking : lifestyles   14

The last days of the middle-class world citizen
October 3, 2019 | Financial Times | Janan Ganesh.
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what I think Janan Ganesh is talking about; the divide between the globally mobile elite and the locally restricted peasantry is getting increasingly stark, and the middle class is being hollowed out.
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'10s  Big_Tech  climate_change  decline  deglobalization  disposable_income  downward_mobility  dystopian_futures  frictions  future  globalization  Janan_Ganesh  lifestyles  middle_class  millennials  pessimism  societal_choices  subtractive  The_One_Percent  thought-provoking  travel 
october 2019 by jerryking
Brands Get Creative with Holiday Pop Up Stores - CMO Today - WSJ
December 3, 2014 | WSJ | By NATHALIE TADENA.

SC Johnson’s Glade, the maker of air fresheners and home scents, is using its first-ever pop-up boutique in New York City’s Meatpacking District to “sell feelings” that are inspired by the brand’s fragrances. Visitors to the pop-up, which opened last month and runs through Dec. 23, can lounge in one of five interactive areas that are designed to embody feelings associated with Glade scents – the red honeysuckle nectar-scent inspired “Energized” room, for example, features an Oculus Rift virtual thrill ride. There’s also a “Scent Lab,” decorated with a mosaic wall made up of 1,500 scented candles, for visitors to sample scents up close.

“We’re continuing to transform Glade into a lifestyle brand, in part by appealing to a new generation of Glade customers with memorable experiences like the Glade Boutique and unexpected partnerships,” said Kelly Semrau, SC Johnson Senior Vice President Global Corporate Affairs.

Pop-up shops give brands that may not have its own year-round storefront the physical space to “really do something extraordinary and breakthrough,” noted Dan Katz-Golden, strategy director at branding firm Siegel+Gale. Many marketers are turning to pop-up shops for brand-building purposes rather than to boost sales, giving brands the luxury to create a unique in-store experience without having to worry so much about the nuts and bolts of selling products, he said.
pop-ups  brands  Christmas  retailers  customer_experience  kiosks  uniqueness  lifestyles  in-store  breakthroughs 
december 2014 by jerryking
Banks Pull Out All the Stops for Ultra-Rich Clients - WSJ.com
By
Liz Moyer
connect
Updated March 20, 2014

Banks are taking the hand-holding business to a new level.

From helping with the purchase of a plane to organizing college tours for children—and even finding assisted-living facilities for sick relatives or evacuating them from foreign locales—some banks are drastically expanding the menu of "concierge'' services they offer to prized customers.

Banks see these so-called lifestyle-advisory services, which are typically included in a wealth-management plan, as a tool to attract and retain ultrarich clients at a time of heightened competition. Banks generally don't charge additional fees for the services, though the client pays for whatever they procure.
private_banking  high_net_worth  concierge_services  Tiger21  lifestyles  hand-holding 
march 2014 by jerryking
Segmentation - Back to School: Connecting With College Students :
September 28, 2004 | Marketing Profs | by Robert F. Hogeboom |

here are seven strategies that reflect the unique culture of college students:

Communicate lifestyle, not age relevance: Speaking to college students' age ("You're in college, obtain your first credit card") is ineffective, because it does not inspire them or grab their attention. Marketers must create a link between their brand and students' lifestyle, which includes attending concerts and movies, snowboarding on weekends, eating at off-campus restaurants, traveling and more. Remember: college students don't just study and attend class all day—they are extremely active.

Attach your brand name to current trends: Snowboarding, surfing, skateboarding, underground rock bands, rock concert festivals and the ESPN XGames are considered "cool" among the college student market. Businesses can attach their brand name to these activities, events, products and associations that have earned "street-cred" among the student market, and thus share in their emotional appeal.

Tap into students' emotional needs for empowerment, privilege, and status: College students are attracted to goods and services that empower them as consumers and individuals. Examples include the Internet, mobile phones, MP3 players, online file sharing and credit cards. Additionally, products and services that enhance social status are successful at winning students over.

Don't try too hard to win students over: College students greet most product claims with skepticism. Students are aware that they are a highly desirable market. They don't want to be overtly sold or pitched. Instead, they simply want to be educated about products and services and told how the offering matches their unique needs.

Reach students at key transitional periods: At certain transitional periods, college students exhibit a need for certain products and services. It's a marketer's job to reach students at these points of need. Key transitional periods for college students include the beginning of freshman year, summer breaks, moving to off-campus living, studying abroad and graduation.

Become an authentic brand: Ad-weary and marketing-savvy college students value authentic brands. Authentic brands exhibit the following characteristics:

• They develop trust among potential customers—trust is the foundation of brand authenticity.

• They are perceived as not trying too hard to sell or actively win customers over.

• They continually deliver value and convince students that they have students' best interests at heart.

Play-it-straight: College students immediately sense hype and do not accept brands that they consider fake.

Read more: http://www.marketingprofs.com/4/hogeboom1.asp#ixzz203iwNgRt
market_segmentation  Colleges_&_Universities  students  lifestyles  branding  leisure  marketing  tips  target_marketing  authenticity  transitions 
july 2012 by jerryking
You Are What You Eat
October 01, 2000 | American Demographics - Advertising Age |By: David J. Lipke
market_segmentation  Colleges_&_Universities  surveys  lifestyles  Sodexho  foodservice 
july 2012 by jerryking
Second Wind
September 2005 | Worth | By Jeff and Rich Sloan.

1. Choose a business (and a role within it) that reflects your personal passion and lifestyle.
2. Spend 20 hours working each week instead of 60.
3. Place the importance of your employees" personal success as your company's financial bottom line
4. Use your VIP status to open doors that most small companies can only dream of opening.
5. Drop the corporate diplomacy you perfected in years past and replace it with straight talk.
6. Hire pcople who not only share your vision but who are willing to take big risks and take your vision to new heights.
7. Set up the company so they can run it.
8. Have fun!
Gulliver_strategies  retirement  Second_Acts  serial_entrepreneur  factoring  passions  passion_investing  lifestyles  seniorpreneurs 
june 2012 by jerryking
‘We’re selling a lifestyle’
Dec 16, 2011 |Financial Post | Alexandra Lopez-Pacheco. – 9:27 AM ET

The Challenge: In 1984, when John Stanton opened his first Running Room store that specialized in gear and accessories for running, he knew his company would be facing several challenges. The first was how it was going to compete with the big sporting goods retailers. “Early on not only did we identify the challenges, but also our customers did,” says Mr. Stanton. “They said it was a great idea but asked what we were going to do in the wintertime since everybody runs in the summer. I said you can run in the winter, too.”

The approach: Stanton realized there was a lack of awareness about running that represented a tremendous opportunity for the Running Room to create its own niche market. That realization was the foundation of the Running Room brand, a store for runners by runners that doesn’t just sell running products — it sells the sport of running.
running  lifestyles  retailers  exercise  awareness  customer_awareness  niches 
december 2011 by jerryking
The Rise of the People-Less Business
Some fascinating data out in a new Intuit/IFTF study on small
business. One factoid that caught my eye right away was on the rise of
"personal businesses", the kind of one-person shows that helped drive
the adoption of Ebay, Adsense, etc.

"Personal businesses are a surprisingly large part of the American
economy. According to the U.S. Census Bureau, at the end of 2004 almost
20 million Americans operated businesses with no employees. Businesses
without a payroll make up over 70% of the nation’s businesses, and
almost one million new businesses without payrolls were added in 2004
(the latest available data)."

[via Intuit/IFTF]
Paul_Kedrosky  solo  small_business  lifestyles  Intuit  eBay  payrolls 
december 2010 by jerryking
Solo Entrepreneurs: Big Bucks From Tiny Computing Startups
March 18, 2008 | InformationWeek | By Alice LaPlante.
One-person companies are earning upward of $1 million in revenue
annually. How do they do it? With high-speed Internet connectivity,
mobile apps, automation, and a little help from their customers.
solo  entrepreneur  entrepreneurship  start_ups  lifestyles  SaaS  Paul_Kedrosky  guy_kawasaki 
december 2010 by jerryking
Nate Berkus Hits Daytime TV - WSJ.com
SEPTEMBER 8, 2010 | Wall Street Journal | By AMY CHOZICK. How
Far Can Her Universe Reach? Oprah Sets Up Decorating Guru Nate Berkus
With His Own Show, Betting Her Fans Will Follow.
personal_branding  Oprah_Winfrey  television  design  lifestyles  brand_extension 
september 2010 by jerryking
Evangelist in sheep's clothing
Jun 2, 2010 | FT | by Anna Fifield.

Ideas for JCK

Do
* Hold onto your brand's core msg. "Having a strong identity from the
beginning helps shape the org. as it evolves."
* Use retail to create a deeper customer connection "There's nothing
like being able to tell your full story in 3 dimensions."
* Hire a specialist team of retail advisers when opening in new mkts
"We've been successful over the yrs. because when we do something new,
we find people who can teach us."
* Connect with the local community to create local advocates "It's all
about repeat business & people talking to people."

Don't
* See wholesale and retail as substitutes - they should be complementary
"If we take the eye off our wholesale business then our cash cow dries
up & we can no longer fund our retail expansion."
* Be afraid to be anti-fashion "We're about longevity, not [about being]
disposable."
* Forget that great brands grow through word of mouth "Our most
important question is: 'Would U recommend Icebreaker to others?'"
brand_identity  ProQuest  New_Zealand  entrepreneur  clothing  international_marketing  lifestyles  branding  outdoors  apparel  storytelling  Communicating_&_Connecting  WoM  longevity  3-D  customer_intimacy  think_threes  retailers  wholesalers  cash_cows  disposability  brands 
june 2010 by jerryking

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