Monthly Archives: July 2015


Apple and Hermès : New marketing strategies

Dominique Cuvillier, specialized in capturing trends, director and editor of the digital magazine MO, has recently signed his next book For Another Marketing based on the decryption of two iconic brands: Apple and Hermes.

In fact, to say it in a few words, the author believes that « for businesses, the era of products and services artificially created and « over-sold » by illusional marketing is over. ”


Apple and Hermes: dominant brands with a rarely equaled know-how

“Hermes (…) is in a” soft “production based on ancestral knowledge and sustainable, intelligent gestures.

Apple (…) is in the contemporary use of social practices. (…) These two companies of very different sizes are not leaders in their respective markets but are dominant in terms of expertise. Often imitated, they are rarely equaled. ”


Apple and Hermes: brands which consider customer satisfaction

“Doing what we can do, no more, no less. » Apple and Hermes claim the same obsession of invested entrepreneurship whose goal is to satisfy customers with innovations, ideas, and quality products. The double dimension of aesthetic and prestigious dominates and flatters the client’s intelligence and sensitivity.


 Apple and Hermes: in the heart of the economy of contribution

“The economy of the contribution invites brands, previously sovereign as to their marketing strategy to respond to the wishes of their customers, to interfere in the co-creation of products. (…) The digital culture is in Apple’s genes, yet it has been welcomed in Hermes’ strategy over time. With over one million Facebook fans each, they consider their customers as interlocutors with which they build relationships, create conversation, and improvise new experiences. »


Apple and Hermes: the creation of a white label Herpple?

Dominique Cuvillier looks into Brand Weddings which do not really exist yet, but which “suggests giving another breath, a new dimension to entrepreneurship in the creation, production, marketing, the relationship with customers. ”

With his new book, the author invites us to imagine what would the union of Apple and Hermes be like… In other words, what would the brand Herpple be like ?

Antonio Loios

Antonio Loios & VIC Concept: The full rundown

The story of Antonio Loios and VIC Concept

Things in the world of Multi-level Marketing (MLM) can get quite confusing fairly quickly. The hardships of Antonio Loios and his new brand Valuable Idea Concept (VIC) testify to the fact that when communication and brand support are provided by an army of enthusiastic and ambitious entrepreneurs, word of mouth is a double-edged sword that can make or break a business model.

The Internet has been teeming with blogposts and forum threads discussing the issue of the GetEasy scam, a Ponzi scheme against which multiple law suits have been filed in Europe and Latin America. Inevitably, Antonio Loios’ name emerges every so often, as he had been dealing with GetEasy through his own company, TachoEasy Iberica. This even trickled down to affect the reputation of a third, completely independent company – TachoEasy Middle East – that has nothing to do with GetEasy.

The situation is quite complex, but it is important to try and synthesize the situation in order to be able to differentiate between GetEasy Limitada, a Portuguese company under investigation, and other legitimate MLM and trading companies that fell victim to the former’s illicit convolutions. So what exactly happened between them?

Antonio Loios is the owner of TachoEasy Iberica, and a majority shareholder of TachoEasy Middle East. Both companies are active trading companies that provide geolocation and tachograph solutions by supplying technologies developed in the European Union. In other words, they place trackers in the market under a commodatum model through which they receive monthly subscription fees in return for the goods and annex services rendered.

GetEasy was created as an MLM company that would approach suppliers to sell their products through network marketing. TachoEasy Iberica constituted the perfect cover to make the MLM company look legitimate, since Antonio Loios does in fact have a client base and brings products to the market. As a matter of fact, GetEasy’s activity would have been legitimate and sustainable, had it not opted to go down a different road. TachoEasy Iberica had agreed to supply GetEasy with trackers, based on an agreement that allowed both companies to profit from the collaboration.

However, in the fall of 2014, GetEasy stopped paying TachoEasy Iberica for the ordered equipment, which is when Antonio Loios put an end to their agreement. It was later revealed that GetEasy was, in fact, a Ponzi scheme whereby the money paid by the participants (which was supposed to be invested in the equipment) was used to pay back older participants and the top representatives who would then flaunt the merits of MLM and how it had made them rich.

This resulted in Antoinio Loios having a large outstanding and unpaid order on his hands, and in thousands of MLM entrepreneurs with due commissions of which they would never see a penny.

Up until September of 2014, the true nature of GetEasy had been a well-kept secret. TachoEasy Iberica, who acted as a supplier of the equipment that served as a cover to syphon large sums could only add its name to the long list of victims and collateral damage.

Under the circumstances, Loios decided to create VIC Concept in an attempt to make things right for the MLM participants. The brand is wholly owned by TachoEasy Middle East and intends to ensure the products ordered are seen through to delivery, and payments made on schedule as the affiliation agreements specify.

As for TachoEasy Middle East, the UAE-based company has nothing to do with the ongoing dispute. It has also been sucked into the digital whirlpool of speculation due to the fact that Mr. Loios is one of its major shareholders.