Marketalks

Every June since 1969, millions of persons around the world walk for peace and freedom for LGBTQIA+ community. The pride of belonging reunites people in one month-long movements: parades, parties, readings… to manifest their self-affirmation as a social group, which deserves equal rights and recognition. For sure, this is a great opportunity for companies to build up marketing campaigns showing their “sincere or not too sincere” support for the movement. From changing logo colors, organizing events, putting up flags; to rebranding! It’s the example of P&G that has changed “Fairy” to “Fair” , in the perspective of awareness raising about the issue. But what I am not too sure about is the application of the same strategy in different contexts. For instance, Unilever put the Pride logo in USA as well as Morocco. The support depth is different, yet it’s openly expressed. The question is if Unilever is ready to take this huge risk since Morocco as an example i...

Before starting the grumpy aunt role, congratulations to all successful students in baccalaureate. It’s very overwhelming to see how many Moroccan youth get easily their baccalaureate today, graduate from high school and go to university. It does reflect, somehow, the new common maturity level in Morocco about the importance of education. Although, things are getting exaggerated, and silly sometimes. By dint of having a lot of people getting high grades, and announcing each day a new person getting the highest score, we don’t know if it’s a matter of candidates’ intelligence or exams’ derision. Anyways, this led me to think about the scarcity principle which perfectly applies to this situation. When we overdo things, or when they are easily accessible by everyone, they lose their value. A few decades ago for example, products became easily imitated. Companies had to bring something new, innovative and difficult to get: services!  So now that grades will no lo...

My dear Moroccan fellas,  Here is a guide for you to properly watch Moroccan ads in Ramadan, Firstly, don’t. Secondly, if you ever decide to do so, here is some advice for you: ·           You will see a lot people dancing. You will hear a lot of noise. You won’t understand anything because I don’t neither. ·         The colors are brighter than your future, everything is colorful: visual pollution. ·         The creative persons behind these ads don’t do much effort, they have other creative things to do. They just take the trending songs of the year and change the lyrics. You can predict what would be 2020 Ramadan’s ads in a few months from now. ·         Technically, if you’re more than 20 y.o, don’t watch them, you’ll get angry. If you’re less than 20 y.o, don’t neither, you’ll get angry. But if you’re 20, just like me, please don’t, you’ll get angry. ·   ...

Since the release of « Deux frères » the new PNL album on the 5 th of April, all the records have been broken. Deezer, Spotify and Youtube have known a huge keen interest in PNL songs, especially “Au DD”. Let’s speak PNL!     Ambiguity insures curiosity: Everyone knows PNL, nobody knows PNL. This young French group has perfectly mastered the scarcity principle. Rare hits, no interviews and no featuring! PNL has never done an interview, never featured with an artist and never released more than 2 hits/year since they became relatively famous.       Marketing, their currency: Let the people follow us, we don’t follow anyone. ·         On the 4 th of April evening, the two brothers have surprised their fans, by traveling Paris abroad a bus and offering a mini-concert at the top of Les Champs-Elysées. ·          A 600m² poster has been put in place in Paris,...

Knowing from Wikipedia that the most represented ethno-cultural population in Belgium is Moroccan wasn’t that glaring for me. I was proud that Moroccans are everywhere tremendously. Until the day I got the chance to go there and discover… The truth is simple, Brussels is the new “Route Marrakech” . The streets I visited (regardless of la place de Bruxelles) were a real copy-right of Moroccan ones. “Sfnj l Atlas”, “Asfar Moulouya” or “café rif” made me question how much the European or Belgian aspect has been fading. People speak Arabic or Rifi, smoke Moroccan weed, shout loudly and stare at you for a long time; exactly like in Morocco.  You might be wondering what this would have to do with Marketing. Well, it is all about Territory Marketing. What makes Paris Paris or Seoul Seoul is the identity. That little but ample thing travelers search for in every place they visit. The culture, the details and the people are all what make places uni...

I have to say it: “the Marketer’s eye” virus is invading me, and I can never withdraw. Everything I experience gets directly to my brain cells to flash that a marketing issue is behind. I feel like marketing has become my language, or my brain’s language. It’s all like drugs, once you start you will never stop easily.   Scene 1: At the gym Women in my city are now storming gyms hugely. While I used to be exercising with a very small group for years, since the start of 2019 I can never find an empty place. It sucks, but it’s beautiful! Thanks to sports marketing. Scene 2: At home I always have a daily long argue with mom. Today, she chose my hair as a subject. I never want my hair to get properly long as “women must do”, or “20 years old ladies must do”. The feminine figure of long silk black hair is my mom’s “hair philosophy” ; and it’s all because of ads. Marketing, again… Scene 3: At school Our Professor told us proudly last time that something he couldn’t de...