Darkplanneur Eric Briones

Luxury goods and Generation Y: when a generation of hackers takes control

The luxury world is experiencing a new revolution.
Between the advent of digital, new geographical zones and the coming of age of Generation Y, people no longer consume luxury products the way they used to.  Brands have to adapt to these changes.

The number of luxury goods consumers has been multiplied by 3 in the past twenty years – clearly a growth sector.
But behind this figure lies a complex reality that is difficult for brands to manage. The first aspect is geographic; this growth comes mainly from “new” markets like China (30% of the luxury market) or Brazil.…


The future of Marketing Platforms for Brands

Back in 2009, I remember explaining that social networks were an amazing way for brands to create long-term relationships and that they were the new marketing platforms.
By marketing platforms, I mean tools that have somehow become compulsory for brands to be active on, or at least to explore, in order to follow consumers’ usage. Six years later, things have changed dramatically.

First, social networks have become mostly advertising platforms with a decreasing organic reach. Next, usage has changed with the arrival of Vine, Snapchat, What’s App and Viber.…


If the product is the marketing, where is the user’s place? The Devialet Case

It’s been a while since I wanted to address this question but didn’t took the time to do so.
As I was discussing  with Pierre Henri Samion and about the new Phantom by Devialet, I found out this was the perfect example.
Therefore I’ve asked him to write about his experience.
As he is a sound expert (he owns several recording studios, is a CMO for a soundbased start-up…) and a high level marketing professional, his point of view is very valuable.

The new Phantom speaker by Devialet is an audio masterpiece. 


2 great case studies for Brand Communities: Nike and adidas

In 2009 when Facebook created brand pages, it was very smart to  adopt the terms “fans” and “community”. These little 2 words partly explain the huge boom of the “brand’s Facebook page”. The social media had found the 2 words that marketers wanted to see…  In a nutshell, marketing for marketers.

The result was a race for fans, and marketers who began to talk seriously about their fans and their communities…
It’s key to understand that for many brands who do not control their distribution channels (and are therefore in B2B2C), Facebook pages represented a unique opportunity (along with CRM) to connect with the end customer.  …

digital washing

How #Digitalwashing is hurting the industry

Have you ever experienced going to a meeting where a C executive tells you that they’ve been investing a good amount of time and money and hired the best people, but that digital still isn’t effective?
Or where you see these companies that measure how “digitalized” they are by how much of their budget they invest on digital?
It happens to me all the time…and I guess you know exactly what I’m talking about.

If you take a step back, you’ll find out that what usually has taken place, is that a CEO suddenly considers the company to be lagging behind and asks its team to go heavily into digital.…

Miranda Lorikeet

Your company already has Digital Champions – Here’s how to find them

I have been teaching digital training sessions for almost 10 years, in various types of companies (big, small, international, global).  I have also had the opportunity to teach in several universities and business schools.
So, I feel comfortable saying that my experience in this area is solid.  Most companies are structured in terms of their different departments (communications, marketing, human resources…) and levels of hierarchy.  Consequently, training usually follows these structures and digital training is no exception to this rule.
However, in the case of digital, this isn’t always particularly relevant.…

Hard job

The main obstacle to digital transformation

Whenever we think digital transformation, we naturally think marketing, communication, product development or retail.  We generally try to figure out how to offer a seamless experience to our clients.   Many fantastic models and matrices exist to help accomplish this.

Nonetheless, through my various experiences with global groups and international brands, I have realized that the operational problem, as important as it may seem, isn’t the central issue.

I once met with the head of a very well known B2C brand in France.  I had been asked to convince her that there were alternatives to TV marketing, particularly internet. …


The Future Of The Luxury Shopping Experience

This post was originally published on CMO.com

It is always very interesting to discuss about the future of retail, especially in the luxury industry.
I’ve come across 2 types of people:
- People who view Digital and Tradition as being in opposition, and therefore reject Digital
- People who are afraid of being late and who invest everywhere to make sure they are digital. They usually start with very expensive gigantic screens that are of no use to the end consumer.


Whenever digital transformation is involved, it is very important to go back to the basics.…

best slideshare 2014

Must read presentations to show to your CMO for 2014

If marketers know very well how to use most social networks starting with Youtube and Instagram, they are still forgetting about Slideshare most of the time.
I have to admit it is less straight forward for a marketer to play around with a powerpoint presentation…
Slideshare is a B2B tool but there are many ways to be creative within a presentation and Slideshare rank very well on Google.
Since Linkedin acquired them, there are also ways to share presentation on this social networks which is definitely on the rise.…