Alain Thys

Why Marketing Needs to Change: A CEO’s Perspective

In the coming months C-suites from around the world will be presented with the marketing budget proposals for 2011.  Once again, many will approve them without real conviction.

After all, when it comes to marketing, many financially focused CEOs find themselves in a quandary.  On the one hand they know that the people who work in the marketing department are smart, creative, well-intentioned and hard-working.  On the other, they have difficulty figuring out what these people do all day.  Whether their beautiful initiatives actually make a difference.

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@Futurelab Goes Flipboard (beta)

If you’re a Flipboard user like me, you probably appreciate the ability of this remarkable iPad application to turn Twitter and Facebook feeds into a quite readable magazine. But you may also have wondered how you can tweak it to become even more relevant. 

After all, subscribing to a list of Tweeters with an interest in vintage clothing, does get you updates on that rare outfit by Chanel, yet also about the fact that a Tweeter’s dog has done doodoo on the carpet.

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#ChangeMarketing: Shift Perspectives #2 Is Out

Changing  the face of marketing is something that takes vision and persistence.  With the publication of Shift Perspectives #2, Bogdan Meica & Stefan Moghina are proving once again to have both.

This time focusing on the topic of innovation, our two Romanian friends have brought together the likes of Seth Godin, Mitch Joel, Gerald Nanninga and many of the people you find on this blog in one publication that is sure to make you think.

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Is Human Media the Next Frontier? A Chinese Case Study

By now, we all know that we live in a world in which word-of-mouth rules.  The recommendation of a friend or family member outweighs anything a brand may have to say for itself.  

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Welcome to Neil Perkin

While everyone is probably happy that the volcanic ashes have subsided, at Futurelab we want to keep throwing new ideas in the air. That is why today we are once again proud to announce a new contributor to our blog.

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Welcome to Denise Lee Yohn

It's been a while since we've been introducing new contributors here at the
Futurelab blog, yet now spring is almost in the air, we will proudly start
changing our ways again.
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A Little Less Conversation, a Little More Action


If there is one event I would have hoped to attend this year, it is the Marketing 2.0 Conference which is taking place in Paris later this month.  Put together by Nils Andres of the Brand Science Institute, it features a lineup of remarkable individuals to talk about the future evolution of marketing as we know it.  Alas, travels take me elsewhere, so I will have to rely on blogs, Twitter and whatever shows up on Slideshare afterwards.

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It’s Valentine, and I Want a Divorce

Dear Marketer,

Valentine just passed, and together with many others, my wife and I celebrated that sacred bond that only loved ones can share: a warm and lasting relationship. But as we did, I also started thinking about that “other” relationship you tell me I should have.  The relationship with your brand and your company. 

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FUTURELAB 100 – 2009

It’s that time of the year again where everyone makes lists and hitparades. We don’t do too many of them, yet the Futurelab 100, always brings interesting insights into the ways Interbrand’s most powerful brands are relevant online (or not?).

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7 New Profit Opportunities in Mobile Retail

We’re starting to experiment with something new at Futurelab which should make Chris Anderson proud. In the past, we have occasionally published reports on the things that were wrong in an industry or situation. But we got frustrated at ourselves because we felt like we were telling the patient that he was ill, yet didn’t provide the medicine. Especially as – because of all our research work and projects – we are sitting on more of that medicine than we can process.

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