Green Living … Decor

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Living in an urban environment certainly has its many advantages, but most of us city folk still pine for the great outdoors. And if weekend or vacation outings just aren’t enough, there are plenty of designers out there who have created ingenious green designs that bring tiny little pieces of nature into our homes and urban settings.

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Some of these are simply creative home products designed to mimic nature in clever ways, but some of them are the real deal. After all, the feel of a plastic plant can’t compare to that of a real, living and breathing one. Whether it’s moss or grass planted onto a moist and nutrient-rich sponge or a clever arrangement of soil and grass, these products and design elements are sure to help sate your hankering for nature until your next vacation or weekend trip into the great outdoors.

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Global Brands?

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What is it about being a true global brand these days? Do we still have to think global and act local? Or has the web changed all that, bringing the world together more than ever before?

Globalization has always been something that the advertising industry has struggled with. In the past, the main role of a global agency has been to manage execution across borders. Today the significant opportunity in brand building is to maximize one idea across the globe, to create an inspirational rallying cry for a global consumer movement.

It isn’t easy to communicate across different cultures and countries while having one overall brand that really makes an impact.

Coke’s edge is its global brand. It has always done well, building strong relationships with people in multiple countries, based on one idea. It understands that globally, you have to build a brand that has its core values at the very heart whilst locally – you have to tailor your marketing accordingly. See Coke ads in Germany or in Sweden, Dubai or Downtown New York – and its the same global idea.

Few brands act this way. Corporate culture, cultural differences, and different usage habits have stopped many a brand from realizing their global potential. There always seems to be a reason why a brand shouldn’t have one idea around the world.

Since the Internet overtook our lives, this ‘global against local’ way of advertising is becoming increasingly difficult for brands. Like never before, people are communicating and engaging with the entire world. Borders and boundaries have ceased to exist as people tweet, blog and chat online in real-time, 24 hours a day, seven days a week with just about every country on the planet.

Facebook, Google, Apple, technology, the web — the frontier is opening up for global brand building. If you can build brands that understand this new media landscape, you’ll have the whole world in your hands.

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Swedish fashion company H&M is one brand that’s getting it right in a digital age. Because of the web, it doesn’t see the advertising industry as highly localized anymore. It carries out global campaigns that span multiple countries, languages and cultures. And it works well for them. Everything from their huge outdoor boards to their website carries the same marketing messages, making the same clever impact. Some say that fashion, luxury or retail brands have it easier when it comes to building a global brand.

Recently, Heineken launched an ambitious new global platform called ‘Open your world’ and is executing truly global campaigns for the very first time. As expected, it created adverts for television and cinemas but also spent millions of dollars to advertize with Google and Facebook. A large proportion of its target market is online, so it made complete sense to go down the social media route with a globally unifying campaign… something that everyone – no matter where they’re from or where they’re based – can identify with.

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The opportunity for global brands is new markets where consumer demand is exploding such as Brazil, Dubai, Indonesia, Nigeria, Russia, Vietnam and all points in between. The global brand hits the ground faster and makes an impact harder because it’s figured out its global idea before it enters markets. And more often than not, the local consumers have already heard or seen the brand idea on YouTube.

As marketers see more brands globalizing and as economics pushes companies to think about brand building in a smarter, more efficient and more universal way– global brand building will rise in importance.

Here is a quote from Massimo F. d’Amore , Chief Executive Officer of PepsiCo Beverages Americas, reinforcing this point in a recent article from Ad Age:

“[Before] it was more of a global coordination as opposed to a global management,” Mr. d’Amore said. “Technology, both social networks and mobile platforms, have created this global generation. We really want to connect our global brands with the global generation, and the best way to do that is with global management.”

Yet as the world becomes increasingly interconnected and as more and more consumers engage with brands, brand building could take on another dimension. The winning formula seems to be a brand wrapped in a movement, which can transcend geography and language, and which instils values and a way of living that is simple, inspiring and easy to align with.

H&M, Heineken, Apple and Coke know this and spend loads of dollars every year, ensuring we never forget them.

Today, building successful global brands is about thinking globally. It’s about understanding your company’s core culture and values and communicating that in everything you do. It’s where Movement Marketing comes into play. No longer are we throwing out one-way, localized messages with one global look and feel. Today, the digital revolution is about getting people to love your brand, no matter where they are in the world.

One thing is certain; it’s not easy respecting so many different cultures when Facebook has brought everyone together. But if you can get it right, you’ll become one of the elite global brands that everyone wants to buy in to.

Branding ? Eh …

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It is no secret that if you want people to love your brand these days. Adriana Lima’s Teleflora’s TV commercial aside, you’ve got to generate lust for the brand that leads to deep love. And I don’t mean David Beckham‘s HUGE skyscraper poster of him in his underwear for H&M overlooking 7th Avenue in New York.

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Creating love for the brand is a vital yet bloody emotional thing. In the old days, when you were interested in someone, you called, sent flowers and a card, and then asked them on a date. Today, when you meet someone you have all the complexities of social media. When do you respond? How and how often? Not easy. Brand lovin’ is sort of the same.

You can no longer deliver a simple emotive message. Forget about shouting what you’re selling. Today’s savvy consumers want something more meaningful. They want to feel real love. Because if they don’t… they won’t trust or want to be associated with you.

Technology and the Internet have made all this possible. They have brought brands and customers closer together through high impact social media and the digital revolution. People can now talk directly to brands and vice versa. It has created a new kind of relationship. It’s a direct connection that’s built on trust and loyalty.

How you grab people’s love is by igniting their passions and sparking a movement that tickles them daily? One that listens to them, makes them laugh, or shows them that you care. You have to be transparent, trustworthy and honest. And if you say you believe in something, you have to mean it right from the very heart of your operation. Otherwise, people will see through your insincerity.

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There are plenty of examples where brands are struggling with brand love. Some used to understand the importance of love but have since forgotten. Some are doing better than others. Bud Light and its new Rescue Dog campaign makes us smile. Hyundai inspires and plays on people’s love of Rocky with its latest commercial. And Toyota talks about our emotional ‘connections’ with its Camry model and asks ‘What’s your story?’.

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But real brand love, like in life, is reserved for a special level of brand engagement and emotional impact. Chrysler’s Clint Eastwood movement comes to mind. It’s bigger than the category. It talks to everyone about themselves, his or her individual plight, challenge, and opportunity and stimulates a lust for a relationship that stirs you deep within.

What other brands have taken it there?

How do you think Audi did with its recent attempt to capitalize on the famous Twilight saga? Did it connect with its audience?

Or what about GoDaddy.co? Its ‘Body Paint’ and ‘The Cloud’ adverts were supposed to be sexy and provocative but did they connect with a huge percentage of its market, i.e. women?

Or what about Coca Cola’s advertisement where two polar bears enjoy the soft drink in a cave?

But there are those times when people can break up with your brand because they’ve fallen out of love with you. Something might’ve damaged your reputation or put you in a bad light. For example, brands like Starbucks have gone through interesting times over the years. Starbucks is now rekindling our love for their brand experience with all sorts of initiatives…doing rather than simply talking.

Above all, brands have got to accept that they’re now in a relationship with their customers. And like any successful relationship, it has to be built on love, trust and loyalty. If you don’t have that, then you’ll suffer much heartbreak to come.

Tendances Déco 2016

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La tendance prône le mélange des styles modernes et traditionnels. La décoration de demain compte sur des tons naturels et subtils combinés avec des objets décoratifs tape-à-l’œil. La fonctionnalité de l’habitat reste un point majeur de la décoration actuelle.. ci-dessous les tendances de l’année 2016.

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Tout comme l’année passée, la tendance de décoration intérieure est dirigée vers la nature avec un design soit sobre et naturel et des couleurs qui apportent de la chaleur et permettent de rehausser les meubles. Quelques objets de décoration mis en avant assurent le petit plus qui fait toute la différence.

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Les meubles particulièrement appréciés pour la beauté de leur grain et leur texture.. On retrouve un univers proche de la nature avec des matériaux naturels et authentiques. En plus, les tons chauds du bois contribuent au charme de l’intérieur. La nouvelle tendance met en avant les meubles en bois «nature», mais qui bénéficient d’une esthétique et de finitions soignées. Les surfaces en bois rustiques et rugueuses ne font pas partie de cette tendance.

La même chose s’applique aux tissus (rideaux, tissus d’ameublement, tapis et autres textiles). Le lin, la laine et le coton s’intègrent dans le décor. Cousu, tricoté ou tissé, c’est une question de goût. L’ancien et le contemporain se côtoient harmonieusement.

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Présentés sur les grands salons de décoration l’année passée, la tendance est aux séparateurs de chambres. Les nombreuses chambres prédéfinies laissent la place à des espaces plus grands et plus ouverts. Les séparateurs de chambre délimitent les différentes zones de l’appartement ..

Le séparateur peut être un meuble (canapés, étagères…), ou d’éléments décoratifs comme par exemple des rideaux.. Puisque votre pièce comporte plusieurs zones, vous pouvez décorer chacune de ces zones séparément. Vous pouvez facilement créer un coin de lecture dans votre salon, par exemple en accrochant simplement un rideau.

Dans cet univers léger et fonctionnel, les meubles massifs disparaissent et le téléviseur se retrouve au milieu de la pièce.

Les dessins et formes géométriques tape-à-l’œil ne sont pas en reste. Les motifs triangulaires sur les textiles ou les boîtes hexagonales et les horloges sont un must-have. Vous pouvez ajouter des vases, des abat-jours ou des plaids: jouez avec les formes pour créer un design naturel et unique dans votre appartement.

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Tendances … Décor?

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Les tendances passent, se suivent, se renouvellent parfois ou changent tout simplement de nomination. Elles se mélangent et se superposent le plus souvent.

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Une tendance en décoration n’annule pas la dernière, il est rare d’avoir une véritable rupture de genre, et comme toujours, c’est le temps qui nous dira quelle elle était vraiment LA tendance des années 2000. Je pencherais pour une forte influence scandinave, mais aussi industrielle, rétro, bohème, mais il y a aussi le style new rural ou rustique, ethnique… bref, la liste est longue. Et oui, on s’y perd, et pour se perdre un peu plus, très souvent un intérieur emprunte un peu à chaque tendance. Je m’emprunte sur l’ethnique ces jours ci, chiner dans les petits marchés de Dar es Salaam est un pur plaisir, sauf la chaleur si elle n’était pas aussi présente!

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Mais au fond, ça n’a aucune importance, les tendances ne sont-elles pas faites pour ne pas être suivies ?

Je remarque au passage que le style contemporain est moins visible dans les magazines [ou je ne lis pas ceux qui en parlent, ce qui est possible], cependant quand je regarde les sites des architectes ou des agences immobilières, certains hôtels, il est ultra-plébiscité ! Je n’en parle pas vraiment, car personnellement, je trouve ce style assez froid et sans personnalité [c’est dit]. Comme quoi, les tendances… on n’en fait bien ce que l’on en veut.

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