Archive for december, 2007
Last evening on Swedish Television did show a shocking documentary called Granskning (checkup). It was about the Swedish retail super brand ICA. It was more than shocking that the pictures were from safe, clean Sweden. It did show how they systematically repacked meat that was old into new packed. Even the film showed when they dropped meat on the floor they still sold it. Old meet that smell badly did they do meat loaf on.
The same evening was a tribe group created on Facebook.com against ICA. Only in Sweden there is over 500.000 people involved as members in Facebook.
I did wrote an article for BrandChannel.com about ICA and the market situation back in 2003:
Sweden’s three dominant players, ICA, COOP and Axfood, account for about 90 percent of food retailing nationwide. Similar in offerings, ICA (a unit of the sinking Dutch-based international food retailer Ahold) hit upon an interesting concept to differentiate itself while still immersing the consumer in its products and services. BrandChannel.com
It doesn’t make any sense to me to pay millions to build a brand then kill it with greed. I have to say that the reporter of the documentary is Janne Josefsson he is a classic scandal reporter, who know how to deliver his point. His victims often have a body langue that looks like a video of Mchammer “U Can’t Touch This,” but Janne did touch the ICA. They don’t understand that their greed only results in making meat loaf of their super brand.
Who rules the virtual society and who takes responsibility for the good and the bad in a world without control?
AdvisoryBoard is now looking for the answer.
That’s exactly what consumers ask them self in every decision they make. But the answers are not clear. Why not explain the answer as an entry for consumers to walk IN to. The answer can be on the shop, site etc. The point is to make the entrance answering the question consumers ask them self: What’s IN it for me?
Everyone knows that sex videos were one of the success factors for YouTube.com to build traffic at the beginning. But today they aren’t showing that kind of material (Google.com is sexy brand but they will not allow that kind of material). So what happens then? YouPorn.com was born (an adult site)! It is like YouTube.com user-generated. The sex industry is not happy; there is no business in sex if sex is for free (online). Some even say that YouPorn is now become the No. 1 adult site in the world.
Just nine months after going live, in September 2006, YouPorn was on pace to log about 15 million unique visitors in May… DVD sales are in free fall. Audiences are flocking to pornographic knockoffs of YouTube, especially a secretive site called YouPorn. And the amateurs are taking over. What’s happening to the adult-entertainment industry is exactly what’s happening to its Hollywood counterpart—only worse. Portfolio.com
With new competition the sex industry needs to starts build brands and adding values like going green and saving the forest.