Friday, March 26, 2010

What Type Of Doctor Treats Tendons

More on John Lobb - St James






Just because too many people end up on this blog looking for John Lobb, confusing it with that bought by Hermes in the 70s, watch this tasting.

Monday, March 22, 2010

Customize Your Wrestling Singlet

Good but not cool: a two-story homes.




The purpose of a product may be twofold: to sell a lot (in most cases) or to sell something else. The consumer product / commodity stops at the first objective, to sell as much as possible, as a detergent, whose performance is judged solely on sales it generates. There is also another type of product, which does not exhaust its function with the turnover, rather than another is born to promote: to support a brand, or simply drag a collection to generate buzz around an operation, it is commercial or charitable purposes . Crare Imagine a graph on two axes, the first put the concentration of "hard performance," the second we put the values \u200b\u200bof "soft performance." From the intersection of these considerations, each product will find its place in the chart. Near the origin we find an absolutely unjustified, at the bottom find the detergent in a top bag made by Prada for charity. In the upper right hand, the iPhone, which represents the marriage between soft and hard, between the sales and image. The perfect product, that is.
But are we really sure that the iPhone is the perfect product? There are other values \u200b\u200bto be taken into account in assessing the success of a product? With sales results and the image reaches the heaven? Yes, anyone would be satisfied with a product like that. any product manager would get a promotion, but it is also true that there, in the smallest slice of the high-end, there is someone who is not satisfied. One clove is tremendously complex to be covered and, although numerically quite important to have small, its weight "political" is critical. I'm not talking about the traditional cluster of so-called "early" but of those who, with their choices, affect the market tomorrow. The members of this class have considerable purchasing power (but not always) and consider the aspect of "culture" of a product critical to their approval. The cultural sector is made up of that complex system of signs that characterize a product or a service. It is not just design, just functionality, just quality, or anyone, joining these dots would be able to design the "perfect beast." Rather The framework is made of cultural meanings rather than signifiers of retro-culture, awareness of the history and legacy of a project, it fits the social dynamics in which it acts. These people (who represent less than 1% of the market according to estimates) have a weight considerably greater than their market share because quantitative influence the choices of others. They are not "cool" because it is cool too "pop" are not even "uber-cool" because it is also uber-pop, too recognizable. They are not "radical chic" because computers are too often radical and predictable in their understatement. They are not "snobs" because it is a category that no more have fallen since the high bourgeoisie and the nobility, replaced by post-Russian oligarchs, Arab and Pakistani, now more pretentious than fifteen years ago. They do not "go on vacation" but disappear into their hiding places, not cars but "use" some, but do not do shopping "are" things. They are never in line at the car, or better, anywhere. Do not eat the tiramisu. The quality of the items is sovereign, but the quality of services it is more. The people and the products are not central to their lives. For them the "next project", "the next big thing" is the most important thing in the world. They're fine with anything they may all be the original. They never called a house but a series of "loveplaces. First there are, then there are no more. They are magicians of sophistication. They are highly committed to each other, often internationally. They walk a few feet from the ground and be content is one of the most difficult challenges of the market because they are also difficult to identify and then to study. Movement, unpredictability, change: the key words. The world is a playground where you run around to get ideas of life. They do not have an iphone. I call them the "Over". Conquest is not vital for commercial success, but it is a challenge that a good marketer today can not give up.
Now let's see some practical example and easier to understand how they move in the reality of the retail world, through two types of product key to frame a person on the fly. Or rather, those types that most of the market as being key to assert its status: the car and the phone.


vs Porsche Cayenne. Range Rover

's over, as I said, do not have "their car," because he does not care. For them there can be a business card. But sometimes for pleasure driving. But never drive a Porsche Cayenne. Strange, because the Cayenne is definitely among the best products successful of the decade. analyze them is the first sport SUV, comfortable, safe, and beautiful and very fast. + Porsche SUV, perfect match, it seems a very successful operation of co-branding. He has sold millions of pieces, was a success that has contributed heavily to the scale of Porsche to Volkswagen Group. David and Goliath eats. But what's wrong? E 'terribly "ignorant". It 'great, it consumes so much, it makes a lot of noise but is primarily driven by the wrong people. Just think of the famous sketch radio Ranzani, the Brianza living for its Cayenne. In your opinion, Damien Hirst, Sofia Coppola, Chloe Sevigny or Tyler Brule could never drive it? The answer, clearly, is no. This is one of the most obvious cases of how a great product can not belong to that very limited sphere of the masterpieces of transverse and pretty cool, although it has all the basic features. His real rival is the Range Rover, not the Sport, but the real one, that "dump", which is also immense and antiecologico, but through his aura and his story continues to bring a wealth of features "soft" of cultural signs that, despite the Russians, keep it in the top of the podium. While the Cayenne carries around players and hard-leasers, from the Range drop hunters who download from the trunk a pair of Holland & Holland, as pointed out by co-branding with the historic English armory.


vs Iphone. Blackberry

If one thinks of the masterpieces of the century, certainly not refrain from Ipod and Iphone, two gems that have literally revolutionized the concepts of communication and entertainment. The Iphone is the state of the art technology and design. Its shape is not perfect and a potentially infinite power application. So why is not (or not more) cool? Why Balckberry his rival, much less beautiful as well as less accurate in terms of technology but is it? I think understand this has grasped the essence marketing itself, because the lords of the RIM are competing with an opponent much better with half the media. And 'how to play a grand prize of a Ferrari Formula One Street. Today the iPhone (with the obvious and due exceptions) is the phone of "women" and "stupid", where "dumb" clearly do not intend to make intellectual distinctions but identifying the type of people to dinner? "Pulls" the iphone is like a gleaming sword and its beautiful shiny-back proudly in front of diners, believing that the object is enough to qualify, "hey, did you see? I have an Iphone, I am a cool type." Here this is the very antithesis of cool, cool perchéil is not "in window "but it is well hidden behind where it is difficult to see. Like Blackberry has responded in terms of marketing? Well, signing an agreement with Monocle, the magazine most sophisticated in the world, through which RIM promotes its international telephone interviewing real trendsetter and creating special content online. http://monocle.com/monocolumn/ Go here for the service, and here http://shop.monocle.com/blackberry for the product.

In conclusion, , that of "Over" is a fascinating category (which I hope to return in the future with a more precise X-ray) that it creates a world of cool thermometer, the real one, not the surface. God save us from hipster.

JS