THE
VOICE
GLOBAL
INFLUENCER
THE VOICE
5
Interview of Laurent Caucé
BRAND RADIANCE
6
Human to human
Case study: Hugo Red
RETAIL EXPERIENCE
10
Travel retail
Case study: BuY Paris
Duty Free
BRAND CONTENT
14
What is brand content?
Case study: Renault F1
SPOTLIGHTS
20
Do we travel to shop?
The 6th continent
‘Human’ brands
Loyalty through storytelling
GROUP HIGHLIGHT
25
Sparkle Design Agency in Asia
4
GLOBAL INFLUENCER
Citizen Consumers Connected
The desire to offer our readers a vision of a world driven by experience, whether physical, emotional or of moral congruence came
to me after 15 years of working in this industry.
Global Influencer is an international e-magazine devoted to such a cause; of following trends and trendsetters that influence
marketing, communication and design on a daily basis.
Consumers today seek an emotional bond, an emotional resonance; one which exceeds the benefits of the physical product delivery.
Marketing departments, often powerless in the face of such ephemeral trends, move towards the reinterpretation of the existing
trend, archive or past success.
But how do you create an effective product, brand, or
consumer experience?
A product or service; which not only delivers at the physical,
rational, emotional level but also at an experiential level.
How can goods and services argue for right to the
consumer’s wallet, if they are not unique?
The easiest way is to turn to the past, tradition and heritage,
drawing from old yet unambitious marketing literature,
concepts and ideas. Marketers can also plagiarise success
from other areas or indulge in clever reinterpretations of a
competitor’s innovation (Think Apple - Samsung) but these
are not innovative practices and are used too often and
have minimal impact in today’s human and participatory
economy.
Through this endeavour, I intend to promote the pioneering
work of true influencers - creatives, strategists, left and right
brain thinkers, doers, who intend to shape the future. These
minds go beyond the product, and sometimes beyond
the brand, to offer something unique, differentiated and
boldly capturing the imagination, minds and hearts of their
consumers.
Today, at the threshold of this exciting new age, as I witness
and work with these thinkers and marketers across various
diversified fields in entertainment , hospitality, luxury, retail,
product , packaging, design, telecommunications, media
and other industries; all of them are brilliant minds. It is
precisely the subjective value of this brilliance that justifies
all the investment in the marketing mix which I endeavour
to brig to you through illuminating these thinkers in this
magazine.
Today there are no dividing lines between product, brand
and content. For the consumer, it is one and the same. It is
only when we realize this; that we can touch and convince
the consumer to forego the rational to make an emotional,
socially responsible or sensational consumption choice
with hard-earned money.
GLOBAL INFLUENCER
5