Across generations, socio-economic differences,
occasions and country borders, European women continue to consider beer a valid
option. Not Karla, the women’s beer sold
through German pharmacies, or any of the other beers with added health benefits
that are flooding the European market.
No, a simple, straightforward beer: over lunch in Brussels, at a hip spot in Amsterdam, or on a hot summer afternoon in downtown
Munich. Trust us, they are not models, they are real
women. We will bet you a pint or
two.
Innovation…blue ocean
strategy…portfolio management...they are all important concepts for marketers to
ponder and apply, but not everything we see in the market has gone through such
a disciplined, lengthy process. Some of it is what the Germans call a
Schnapsidee, an idea brought on by the consumption of too much liquor…you get
the drift…! In that category, we would put the crazy flower that spins and
squirts water everywhere you definitely won’t need it, or the highly
unappetizing sandwich dispensers in form of mini hampers. Other examples,
however, won us over right away, such as the smart reconfiguration of the bike,
so kids sit in front of mom or dad and thus are better protected from oncoming
traffic; the recycled pharmacy furniture adding a new twist to selling spices,
oils and vinegars; and 3) the bookshop / bar…nothing beats a glass of bubbly
over a steamy novel…at least in our books.
Blogs have been
hyped to be the ultimate hunting ground to learn what consumers are all about
these days. Recent visits to London, Mexico
City, New York, St. Louis and Sanibel
Island paint a more nuanced picture. Consumers seem ever more
willing to share their views, pet peeves and interests openly. The many uses of
media and voices invoke the consumers’ creativity and dedication to what truly
matters to them, or not… Come on, a 10-pesos Jesus! A terrific joke, the
ultimate in commodity status, or both!
The graphic novel is
as popular as ever and an incessant point of inspiration across industries and
countries. Clothing brand Perry Ellis drew on it for a recent ad campaign and
Hollywood shot
several movies, including last year’s “A Scanner Darkly,” in the graphic novel
aesthetic. However, one of the more compelling examples stems from Mexico City. Last year’s
presidential race produced some extraordinary art work to entice Mexicans of all
socio-economic backgrounds to cast their votes. Even a viewer without any
knowledge of the Spanish language and the intricacies of Mexican politics could
grasp the issues at hand in a mere glance. Perhaps an approach to consider as
the U.S. gears up for its presidential
election in 2008? It certainly would get our vote!
While it may sit quietly by as
life goes on around it, public art is an integral part of a city’s landscape and
feel. Sculptures, fountains, murals … even something as seemingly small as a
decorated park bench or bus stop add local flavor. Take a moment to notice the
public art in your home town. You may discover something truly beautiful in
unexpected places.
