On March 31st, 2016, I was one of the three members of the judging panel for the Swiss semi-final of the Famelab 2016 contest in Lausanne, Switzerland.

Excerpt: “I strongly encourage the museums to take the first step in the right direction, by abandoning their obvious contempt for popular culture, and by taking a page out their competitors’ playbook. By competitors, I mean anyone or anything winning the battle for attention: Ikea for instance. The only word that comes to mind if I think of the Ikea experience on a Saturday is torture and yet, people are lining up to get in. Their genuine attachment and loyalty to the brand is no coincidence: it’s called marketing. Such emotional attachments don’t just happen, one has to build relationships. Museums must develop this expertise if they want to reach new audiences; for instance among the people who go to Ikea on Saturdays and watch reality shows on Sundays.”

Civil disobedience in one hashtag, for the free circulation of scientific papers

Chapter 5 – Branding

It is often said that science and communication don’t mix well. Having a foot in both worlds, I can totally understand why. And disagree.

Chapter 4 – Building Relationships

Chapter 3 – How to Sell Something

This blog post is available in French only.

Chapter 2 – The Fundamental Theorem of Marketing

Shorter could be sweeter