Instagram and brands : explanations and cases

This article is a translation of an article date from december 2012 and which is not updated

Following the December debate on changes to Instagram’s general service terms and conditions, I thought it would be interesting to look at how brands could interact with this social media.

Not that I often get asked the question, but in my opinion, Instagram is an obvious choice for certain brands.

Why ?  Firstly, because it’s a much more direct, rich and easily accessible network than Facebook.  Also, a younger demographic is starting to defect to Instagram (for the reasons I just mentioned). …


The future of customer relations digital platforms #leweb

If you attended Leweb, you may have noticed that I had the honor of running a round table discussion on the best platforms for managing your social internet presence: Exact Target, Wildlife and Hearsay.

It is true that businesses invest more and more on the social internet, which seems to become more fragmented with each passing day.  This is why these tools are important to use at some point.

In France, we’re not yet in the habit of using this economic and practical sort of platform.…


Your brand doesn’t need a mobile application


Being mobile is on the tip of every company head’s tongue, and more specifically every marketer.  All this noise is creating anxiety, if not sheer panic.

Panic of missing the boat, even though we all know that mobile use continues to evolve all the time…

Panic is unfortunately rarely the source of brilliant ideas, and many brands are rushing to create their own branded apps…

App designers must be thrilled, even if the same probably can’t be said for the people at Apple and Android who have to validate these creations.…


The « Travolta Effect » : Microsoft, Yahoo!, Blackberry & Google Plus

The “Travolta Effect” doesn’t have a precise definition.  I decided to use this actor’s experience to illustrate brands’ ability to make a comeback on the market, even when they were thought to be quite dead.  In the digital world, things move very fast and we have a tendency to arrive at hasty conclusions.

Certain left-for-dead are able to resurrect.  Is this a swan song or a true revolution ?  Let’s take a look.

In this accelerated world of digital, brands are quickly buried or raved about. …


Ego vs R.O.I. or how the ego sometimes overrules the rational mind

The more I move ahead in my career, the more I wonder how decisions are made.  In the end, I think it often comes down to ego.

It can be pretty surprising, or even disconcerting, when you first come to terms with the fact that many decisions are in fact linked to the ego of so-and-so instead of being rational ones.

I have seen brand managers make choices based on the self-image that they want to project to the outside world, rather than on the quest for results.…


Abercrombie & Fitch: losing control of one’s brand

I think that what happened with A&B last week is interesting in terms of company strategy and brand positioning (all things being relative, as we already know).

We’ve already seen:

  1. Brands that use UGC (User Generated Content).
  2. Individuals that rebel against logo changes.
  3. Various associations (spearheaded by GreenPeace) that challenge the policies of many companies.
  4. Calls to boycott for x-y-or-z reasons.

However, a single individual, external to the brand, who succeeds in interfering with brand positioning and in generating significant negative public opinion, is relatively new indeed.…