Category Archives: Business

Always Take the Weather With You: What Fanny Agostini Tells Us About Product Premiumisation #Business

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Contemporary economies are characterised by a super-abundance of goods and services, and in these attention-scarce environments, one of the biggest challenges faced by manufacturers and providers is the simple task of differentiation: making their offerings distinctive (and, into the bargain, augmenting their essential appeal to consumers).

It is at this point that we at Mediolana wish to insert the unlikely figure of Fanny Agostini. Agostini is a weather forecast presenter at the Paris-based news network BFM TV, and at first glance would not necessarily appear to be a font of corporate wisdom on how to navigate competitive markets. But this exacting task is precisely what she has accomplished.

Agostini operates in an industry – the supply of weather predictions – which is notoriously crowded. People can get their forecast fix from a vast range of sources: newspapers; weather-related smartphone apps; and countless radio, television and Internet outlets, all of which do not stint on informing their audiences of the likelihood or otherwise of sunshine and showers.

But notwithstanding these relentless rivals, Agostini – an alumnus of Paris media college STUDEC – has become not merely a celebrity in her native France (her weather forecasts attract a disproportionately high number of viewers), but a minor worldwide web sensation. And after some contemplation, we at Mediolana think that Ms Agostini’s rise to prominence is no accident, instead owing much to her adoption of the following three market differentiation mechanisms which can turn generic into magic:

  1. Aesthetics and Apparel. Part of the reason behind the BFM TV icon’s success is doubtless linked to the fact that she is very pleasant to look at. But in the image-defined world of television, this is not exactly a unique attribute. What is more unusual is Agostini’s wardrobe and make-up, which emphasise her understated chic while skilfully accentuating her svelte shape; a lot of thought has gone into elevating this brand element.
  2. Artistry. However, where Agostini really comes into her own is in the crafted enthusiasm with which she brings us the climate conditions to come. In particular, her arm movements – smooth, direct and focused – are something out of a ballet theatre as opposed to a Paris television studio. The enjoyment that she derives from her work is palpable – and infectious.
  3. Attention to Detail. At BFM TV, Agostini has partnered with a broadcasting team which spares no effort in the animation studios: their weather icons, notably those representing rain and snow, are amongst the best we have ever seen, and help bring to life a slot which is generally treated as a prosaic appendage to other programmes.

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Flat(Pack)-Earthers Cross Final Frontier: #IKEA Enters #India!

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Style + Substance: Mediolana’s Latest Legal Notice ‘Branded Instant Blogosphere Classic’!

Before the new year kicks off in earnest, a bit of housekeeping: Mediolana’s 2017 Legal Notice, exclusive to WordPress and crafted (largely) in classic realist, sans-serif typefaces. The bottom right-hand corner of this blog is – as ever – where’s it’s at!

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Reality Check: Migrant Workers’ Protest ‘Could Bring UK to a Screeching Halt!’

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Korea Team Exploding: Samsung Makes ‘World’s Most Expensive Smartphone’ By Accident!

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I’m (Always) On the Train: UK #Commuters ‘Involuntarily Pioneering Mobile Office Concept’!

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Eclipsing #London Fashion Week? A New Season Brings a New Digital Header!

As wet turns to wetter in what is still something of a global hub, we at Mediolana’s London HQ thought that it was high time to mark this seasonal switch with a new and glorious social media header. (The uninitiated can see it on our Twitter and Facebook pages, too.) It serves as a neat reminder that while the world may change beyond recognition, some constants remain – including that element of mystery. Let us know your thoughts via the usual channels. Forza!

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