Laurent BERVAS (US)

Customers need Romance

The old brands are using “macho” communication.
“Just buy it,” they say.

They are talking to me the old way:
“Do what I say, not what I’m doing.”
But inside, customers are waiting for soft, gentle and sincere words.

The seventies liberated the body.
Today our souls are oppressed.
The system wants to keep our minds focused on the TV screens.
It’s an Orwellian world.

With the Internet, youth is hearing free voices.
They now have the tools to “think different.”

This is the end my friend, the end of a period.
This century might be the liberation of the soul.
Is it a time of awakening?

New brands are coming.
Open the Doors and “Let the children play”

Thanks to Jennifer, Elisabeth and Evelyn.

I don’t remember who said it, but the future of the man is women ;)

First published on CEO Bloggers's Club

Death of a Brand

Interesting post : Death of a brand.

"Terrific article on the rise and fall of AT&T Wireless. It's a shame to see a strong brand like AT&T driven into the ground through poor execution. But this is a good example of a recent post on brand management that advocates not to take brand equity for granted...

Read more ...

Concerning death of a brand I've the impression that a lot of big brand (companies) may disappear in the next following years.
It seems to me that the new economy is comming with new values, new brands.

Where costumers ask for "romance", the old fashioned companies are continuing to be "rude".

The Power of Love

An other good post concerning branding :

"...We want to talk about Love in brands - and I mean mature love not the constraining possessive warped image we tend to have of love."

Read more ...

Brands should be an invitation not a possession ;)

Creating a trademark

I find that creating a trademark and its graphic environment early on
in a project is beneficial; it allows me to focus the energy and to
incarnate the dream.

Briefly, Flowaves is a series of technologies that facilitate exchanges
between the Internet and peripheral equipment: PCs, telephones, MP3
players, etc.

My choice was inspired by surf trademarks. I confess that I can easily
see the Flowaves logo on the sail of a boat one day. (One can always
dream …)

The idea is to give value to the original trademark and then use it to
support local brands and branches.

Here is an example of a variation for the Moroccan market:

On this subject, I’m looking for clothing designers and manufacturers
who work in an “ethnic” domain.