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	<title>UnderCurrents</title>
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	<link>http://theripplehub.com/blog</link>
	<description>Read about new and innovative Marketing ideas, Promotions, Brand activation campaigns. We report from the confluence of Brands, Experiences and Fandoms. Powered by The Ripple Hub, Integrated and Experiential Marketing Agency.</description>
	<lastBuildDate>Mon, 07 Dec 2009 11:33:37 +0000</lastBuildDate>
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		<title>Perceived Value or the real role of Marketing</title>
		<link>http://theripplehub.com/blog/digest/perceived-value-or-the-real-role-of-marketing/</link>
		<comments>http://theripplehub.com/blog/digest/perceived-value-or-the-real-role-of-marketing/#comments</comments>
		<pubDate>Mon, 07 Dec 2009 10:13:18 +0000</pubDate>
		<dc:creator>Jean-Philippe DIEL</dc:creator>
				<category><![CDATA[Digest]]></category>
		<category><![CDATA[Perceived Value]]></category>

		<guid isPermaLink="false">http://theripplehub.com/blog/?p=313</guid>
		<description><![CDATA[Adding value is what Marketing is all about, perceived value to be exact.

Rory Sutherland from Ogilvy made this really funny but incredibly refreshing speech on TED about perceived value.
I can&#8217;t resist to share it with you. For those of you who don&#8217;t believe in Marketing particularly.

Share this on FacebookShare this on LinkedinAdd this to NingShare [...]]]></description>
		<wfw:commentRss>http://theripplehub.com/blog/digest/perceived-value-or-the-real-role-of-marketing/feed/</wfw:commentRss>
		<slash:comments>0</slash:comments>
		</item>
		<item>
		<title>How mythology shapes Business</title>
		<link>http://theripplehub.com/blog/digest/how-mythology-shapes-business/</link>
		<comments>http://theripplehub.com/blog/digest/how-mythology-shapes-business/#comments</comments>
		<pubDate>Sat, 05 Dec 2009 22:17:48 +0000</pubDate>
		<dc:creator>Jean-Philippe DIEL</dc:creator>
				<category><![CDATA[Digest]]></category>
		<category><![CDATA[beliefs]]></category>
		<category><![CDATA[culture]]></category>

		<guid isPermaLink="false">http://theripplehub.com/blog/?p=310</guid>
		<description><![CDATA[I have just watched this fantastic talk on TED by Devdutt Pattanaik. I found it so interesting, that I wanted to share it here.

He raises very interesting points about culture differences, and beliefs that one should take into account when trying to do business with a different country. I believe his points about Indian culture [...]]]></description>
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		<slash:comments>0</slash:comments>
		</item>
		<item>
		<title>I am a BAD PC !</title>
		<link>http://theripplehub.com/blog/digest/i-am-a-bad-pc/</link>
		<comments>http://theripplehub.com/blog/digest/i-am-a-bad-pc/#comments</comments>
		<pubDate>Sat, 05 Dec 2009 09:04:26 +0000</pubDate>
		<dc:creator>Jean-Philippe DIEL</dc:creator>
				<category><![CDATA[Digest]]></category>
		<category><![CDATA[Apple]]></category>
		<category><![CDATA[Linux]]></category>
		<category><![CDATA[Microsoft]]></category>

		<guid isPermaLink="false">http://theripplehub.com/blog/?p=301</guid>
		<description><![CDATA[I have been bad… bad… I broke the sacrosanct status quo… I switched to Mac !

My friends at Microsoft stopped picking up my phone calls, they even made fun of me on Facebook &#8211; I forgive them&#8230; LOL
But I did it. And may I say, I don’t regret any of it. Sorry Bill.
Yes I know, [...]]]></description>
		<wfw:commentRss>http://theripplehub.com/blog/digest/i-am-a-bad-pc/feed/</wfw:commentRss>
		<slash:comments>0</slash:comments>
		</item>
		<item>
		<title>A Crisis of Value ?</title>
		<link>http://theripplehub.com/blog/brandmania/a-crisis-of-value/</link>
		<comments>http://theripplehub.com/blog/brandmania/a-crisis-of-value/#comments</comments>
		<pubDate>Sat, 05 Dec 2009 08:46:52 +0000</pubDate>
		<dc:creator>Jean-Philippe DIEL</dc:creator>
				<category><![CDATA[Brand-Mania]]></category>
		<category><![CDATA[digital]]></category>
		<category><![CDATA[price]]></category>
		<category><![CDATA[Social-Media]]></category>
		<category><![CDATA[Value]]></category>

		<guid isPermaLink="false">http://theripplehub.com/blog/?p=293</guid>
		<description><![CDATA[Our modern society is going through profound changes. It is my belief that those changes are affecting the way we perceive Value.

Firstly: With the internet allowing everyone instant access to information, size no longer matters in the same way. What matters is how “findable” you are. The boom of SEO practices and the attempts by everyone to get [...]]]></description>
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		<slash:comments>0</slash:comments>
		</item>
		<item>
		<title>The bare truth from Air NZ</title>
		<link>http://theripplehub.com/blog/digest/the-bare-truth-from-air-nz/</link>
		<comments>http://theripplehub.com/blog/digest/the-bare-truth-from-air-nz/#comments</comments>
		<pubDate>Sat, 05 Dec 2009 07:46:47 +0000</pubDate>
		<dc:creator>Jean-Philippe DIEL</dc:creator>
				<category><![CDATA[Digest]]></category>
		<category><![CDATA[Advertising]]></category>
		<category><![CDATA[campaign]]></category>
		<category><![CDATA[video]]></category>

		<guid isPermaLink="false">http://theripplehub.com/blog/?p=286</guid>
		<description><![CDATA[Once in a while there is an advertising campaign that really stands out. Air NZ has now gotten us used to superior quality in their campaigns, I loved the one for the All Blacks and I absolutely love the new in-flight video. Yes I confess, I just flew Air NZ a few days ago and [...]]]></description>
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		<slash:comments>0</slash:comments>
		</item>
		<item>
		<title>The limits of rare &#8211; make it a little harder</title>
		<link>http://theripplehub.com/blog/digest/the-limits-of-rare-make-it-a-little-harder/</link>
		<comments>http://theripplehub.com/blog/digest/the-limits-of-rare-make-it-a-little-harder/#comments</comments>
		<pubDate>Fri, 20 Nov 2009 23:24:26 +0000</pubDate>
		<dc:creator>Jean-Philippe DIEL</dc:creator>
				<category><![CDATA[Digest]]></category>
		<category><![CDATA[Choices]]></category>
		<category><![CDATA[Consumer preference]]></category>
		<category><![CDATA[Perceived Value]]></category>
		<category><![CDATA[Purchase Decision]]></category>
		<category><![CDATA[Rare]]></category>
		<category><![CDATA[Retail marketing]]></category>
		<category><![CDATA[Scarce]]></category>
		<category><![CDATA[Value]]></category>

		<guid isPermaLink="false">http://theripplehub.com/blog/?p=271</guid>
		<description><![CDATA[There was a time where rare was expensive (with the exception of a blind horse, as we say in French – I am sure there is an equivalent expression in English).

Today, the idea of ‘niche’ has slowly but surely dethroned the idea of ‘rare’.
The concepts of value have not changed. It’s the world around, the playing field that [...]]]></description>
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		<slash:comments>0</slash:comments>
		</item>
		<item>
		<title>Should Marketers concentrate on  getting Brands to Consumers or Consumers to Brands ?</title>
		<link>http://theripplehub.com/blog/brandmania/should-marketers-concentrate-on-getting-brands-to-consumers-or-consumers-to-brands/</link>
		<comments>http://theripplehub.com/blog/brandmania/should-marketers-concentrate-on-getting-brands-to-consumers-or-consumers-to-brands/#comments</comments>
		<pubDate>Sun, 15 Nov 2009 03:54:56 +0000</pubDate>
		<dc:creator>Jean-Philippe DIEL</dc:creator>
				<category><![CDATA[Brand-Mania]]></category>
		<category><![CDATA[Advertising]]></category>
		<category><![CDATA[Branding]]></category>
		<category><![CDATA[Long Tail]]></category>
		<category><![CDATA[Social-Media]]></category>

		<guid isPermaLink="false">http://theripplehub.com/blog/?p=255</guid>
		<description><![CDATA[If this sounds like chicken and egg to you then think again. Yes, marketers are generally pretty good at splitting hair, but here the story is different. Indeed, the first part of this Marketing Century was dedicated to showering consumers with Brands, bombarding them with messages. But does this approach still work?

 
Perhaps to an extent, but there is [...]]]></description>
		<wfw:commentRss>http://theripplehub.com/blog/brandmania/should-marketers-concentrate-on-getting-brands-to-consumers-or-consumers-to-brands/feed/</wfw:commentRss>
		<slash:comments>0</slash:comments>
		</item>
		<item>
		<title>Just a click away</title>
		<link>http://theripplehub.com/blog/digest/just-a-click-away/</link>
		<comments>http://theripplehub.com/blog/digest/just-a-click-away/#comments</comments>
		<pubDate>Mon, 02 Nov 2009 10:38:34 +0000</pubDate>
		<dc:creator>Jean-Philippe DIEL</dc:creator>
				<category><![CDATA[Digest]]></category>

		<guid isPermaLink="false">http://theripplehub.com/blog/?p=253</guid>
		<description><![CDATA[Being lazy has its advantages; I don’t need to look far to figure out the worst case scenario.   As I refine the design of this new blog UnderCurrents, a thought crosses my mind that really we are all lazy creatures even online.

How to maximize potential click through, how to make it easy for [...]]]></description>
		<wfw:commentRss>http://theripplehub.com/blog/digest/just-a-click-away/feed/</wfw:commentRss>
		<slash:comments>0</slash:comments>
		</item>
		<item>
		<title>Welcome to UnderCurrents &#8211; we are live!</title>
		<link>http://theripplehub.com/blog/uncategorised/hello-world/</link>
		<comments>http://theripplehub.com/blog/uncategorised/hello-world/#comments</comments>
		<pubDate>Sun, 01 Nov 2009 14:47:43 +0000</pubDate>
		<dc:creator>Jean-Philippe DIEL</dc:creator>
				<category><![CDATA[Uncategorised]]></category>
		<category><![CDATA[News]]></category>

		<guid isPermaLink="false">http://theripplehub.com/blog/?p=1</guid>
		<description><![CDATA[Congratulations, you&#8217;ve just found our new blog !
I have in fact imported some of the posts from my previous blog BRANDMANIA so there already is content up for you to browse through.

Check About Us to understand more about the purpose of this blog. I hope to see you come back regularly to read us.
Best regards,
Jean-Philippe
@brandmania
Share [...]]]></description>
		<wfw:commentRss>http://theripplehub.com/blog/uncategorised/hello-world/feed/</wfw:commentRss>
		<slash:comments>0</slash:comments>
		</item>
		<item>
		<title>Are we overdoing the Viral thing?</title>
		<link>http://theripplehub.com/blog/currents/are-we-overdoing-the-viral-thing/</link>
		<comments>http://theripplehub.com/blog/currents/are-we-overdoing-the-viral-thing/#comments</comments>
		<pubDate>Sun, 26 Apr 2009 05:53:00 +0000</pubDate>
		<dc:creator>Jean-Philippe DIEL</dc:creator>
				<category><![CDATA[Currents]]></category>
		<category><![CDATA[Brand Connections]]></category>
		<category><![CDATA[Viral Marketing]]></category>

		<guid isPermaLink="false">http://theripplehub.com/blog/2009/04/26/are-we-overdoing-the-viral-thing/</guid>
		<description><![CDATA[The Heineken Walk-In fridge advert is the best advert I have seen in a long time. Actually Heineken has never ceased to amaze me for the power of its ads all around the world. And it’s not because I have worked for them 6 years, it’s because I have learned to recognize great marketing ideas [...]]]></description>
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		<slash:comments>2</slash:comments>
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