Real marketing is not about the product or service or message you are trying to sell. It is about enlarging the frame and talking about the core idea that your product is part of. What does this mean?

A draft Durex project has done a remarkable job by not talking about their products (condoms) but about the reason why contraception is an issue. Nike does not talk about the shoes, it talks about having fun, doing sports outdoors, being part of the team. If you are the European PhotoVoltaic Industry Association (EPIA), do you talk about the...

The European Parliament launched a banner campaign on various EU online media platforms (EUobserver, EurActiv etc.) where a blue flash banner box with catchy titles such as "massive job-losses", "less economic growth", "sharp budget cuts" lead to the key question: "How does the crisis affect Europe?". The proposed solution? Watch www.europarltv.eu

Sure, let's see what you get if you decide to click through despite this unspellable domain name. Actually, not much. It leads you to the European Parliament TV's "your voice" page where ...

Are you a diplomat representing a South American country in Brussels? Are you a trade association covering renewable energy matters? Are you a lobbyist trying to have DG SANCO issue a positive opinion about a plant fertiliser? Are you an NGO going to great lengths to have the European Parliament condemn an act of racism in an African country? Well, the sad truth is that nobody cares about you.

To be fair, the truth is that everybody cares about you only as much as you offer them something they care about.

What does this mean? If you a...