Johnnie Moore

Foxy marketing?

Johnnie Moore

Johnnie Moore

I’m Johnnie Moore, and I help people work better together

John Froda responds to the podcast James and I did with Neville and Shel and talks about Volkwagen’s launch of its new car with Project Fox, in Copenhagen.

The campaign is taking place all over Copenhagen these days: Volkswagen’s Project FOX claims to be a gift to the new urban generation. They aim at bringing “together young artists designers, cooks, hotel industry professionals and managers to develop and implement their own ideas”

John reports mixed responses: some think its a good example of working with customers, others see it as phoney.

In the podcast, I used the metaphor of a swimming pool. At the deep end are things like Linux, where the product itself is co-created with customers. At the shallow-end are examples where companies invite customer participation in some aspect of promotion. Well, in terms of the Fox Car, this towards the shallow end: the target audience get to participate in designing a hotel, not the car. But in terms of creating the Fox Hotel, it’s somewhat deeper.

It’ll be interesting to see where VW take this next…

Share Post

More Posts

Waterfalls and chaos

I linked to this paper on wicked problems the other day and Chris Corrigan commented “there’s a lot in that paper eh?”. Which is true.

Passion branding

Passion brands bring people together based on common interests and excitements. I’m particularly interested in ones created from the bottom up, as opposed to driven by producers concerned mainly with profit.

Medinge Moments

Just back from another extraordinary gathering at Medinge where the community that has produced Beyond Branding meets each summer. I was planning to keep this

The volatile chemistry of trust

Interesting research from Stanford suggests that exciting brands get more trusted after making mistakes and putting them right whilst more “sincere” brands start with more trust but lose it more easily. Perhaps the sensible interpretation is that second-guessing customers can be a waste of time!

What brand are you?

Thanks to Matt Tucker at Smith Associates for telling me about What Brand Are You. It strikes me that lots of companies waste money on

New Abbey

So the Abbey National is rebranding itself this morning. As I write this entry, they are revealing their new look, their shortened name (just “Abbey”)

Just Undo It?

The AntiBrand: blackSpot sneakers, a project by Adbusters attacks Nike directly. In doing so they take on what has become one of the great icons

Putting humanity into branding

We live in a world of too much marketing and too much branding. People’s faith in advertising has fallen to new lows as we simply

More Updates

Emotional debt

Releasing the hidden costs of pent up frustrations


Finding the aliveness below the surface of stuck

Johnnie Moore

Palaeolithic wisdom

Ken Thompson enthuses about a Harvard report Virtual Teams: Palaeolithic Insights About the Art of Cyber-Managing. Ken summarises: Three instincts in particular have to be excavated from our caveman days

Johnnie Moore

Another addict…

My friend Jack Yan always insisted that mobile phones and blogging were two 21st Century phenomena he could do without. He still holds out on moblile phones but has allowed