From Theory to Practice – The Wisdom of Crowds, Barbie and the Montreal Canadiens

“Wisdom” is a word that sounds to anyone ears, more closely related to the Dalai Lama than to hockey fans or Barbie customers. However, I must admit that the marketing team of the Montreal Canadiens hockey team has found an interesting way to take advantage of the wisdom of its own hockey fans by effectively …

…And the 2010 Nobel Prize in Economics Goes to Diamond, Mortensen, and Pissarides

As an alumnus in economics (BSc, U. de Montréal, 2005), I must admit that I always try to keep myself updated with the Nobel Prize winners in economics. Switching from economics to marketing, was a hard but inevitable decision for me at the time, since the research I am currently conducting is related to economics, …

Looking to Create Some Buzz – Get Inspired by the Top 10 Buzz-building Actors of the Rock and Metal Music Industry History

PG-13 – Parents Strongly Cautioned – Some material may be inappropriate for children under 13 – Strangely, one of the buzzword of the moment in marketing is the word “buzz”, it seems like every organization wants to create some buzz, but many of these organizations fail to do so when it comes to create what …

Capitalizing on Previously Created Buzz: The “Old Spice Man” Strikes Back

In the last few days, the Old Spice man struck back. But who is the “Old Spice man”? The “Old Spice man” was an integrative part of what could/should be considered as one of the best ad of the 2010 year (see below), logging more than 13 million views on YouTube. The “New” Concept The …

I Will Buy it in Any Color as Long as it’s Orange

The omnipresence of the orange color floating all around me due to the presence of the Netherlands in the 2010 World Cup final reminds me my days spent in Amsterdam last month (June) at the beginning of the tournament. But commercially what it reminds me, is an analogy to the famous sentence by Henry Ford: …

Is Clotaire Rapaille Feeding or Failing Marketing?

Last week, brands’ psychoanalyst (sometimes referred as cultural anthropologist) Clotaire Rapaille was fired by the Quebec City mayor Regis Labeaume from his role as a brand management (image) consultant for the city because mainly of curriculum vitae falsifications. The news arrived more than a month after being hired to a $300,000 3-month contract to propose …

One of the Best Gifts for Your Future Baby is Digital and Free

Every week, like everybody around me, I am getting older, that’s nothing new and nothing really imaginative to say as a first sentence of a post. However, with communications facilitated by social media, it seems like every week I hear the news that the girlfriend of an old friend of mine will give birth to …

A Brilliant Use of Automated Emails as an Online Marketing Strategy Made Me Buy a Hockey Shirt

I spent the last few days/weeks computing some R functions for automating a multiple variable selection of linear models using the LASSO and the SCAD penalties. It took me time to create my code, but at the end of the day, it is freshly automated and it is able to perform a statistical task in …

Visitors: To Convert Them Right Away or to Make Them Comeback, That is the Question?

Two weeks ago, I attended a conference given by my friend Marc Poulin at the W3Quebec. The conference was quite interesting from a practioner’s perspective, and after his presentation, Marc and I had a discussion around the importance of either converting or creating incentives for users to come back to the website. At first glance, …

The Art of Being Perceived as an Innovative Mind in Marketing

In many organizations you will find employees that are perceived as “innovative minds”. They are generally the ones who come with the brilliant ideas and trendy cool concepts that no one else in the organization have thought about. The first time you met these employees, you generally wonder how they do to be so innovative. …