tag:blogger.com,1999:blog-2408668903341569082024-03-06T08:06:19.111+01:00NOT JUST MARKETINGEverything is Marketing. But Marketing is not everything.Alfonso Garzónhttp://www.blogger.com/profile/04287231767894283866noreply@blogger.comBlogger35125tag:blogger.com,1999:blog-240866890334156908.post-87156630504686826572014-12-03T12:53:00.000+01:002014-12-17T13:26:11.683+01:00Values' Marketing - The case of IKEA in Spain<div dir="ltr" style="text-align: left;" trbidi="on">
"This ad is going to go sooo viral" is the first thing I though while watching it<br />
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Is a very tender video, with a very true message released on the perfect moment. What else do you need?</div>
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We all know that kids prefer company to toys. We knew it from a while ago already. And now that the crisis left us with less money, is the perfect time to finally do something about it.</div>
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Values' marketing, the one that focuses on "campaigning" for a good cause instead of "selling" is the perfect choice for a mature brand like IKEA. We all know what IKEA is and what they sell, their best shot is to make us feel better when we buy from them.</div>
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Furthermore, they relate the ad to their 2014 campaign that highlights the importance of family (and therefore the house) on kids' education.</div>
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Congratulations to IKEA and to the agency: McCann Spain.</div>
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Alfonso Garzónhttp://www.blogger.com/profile/04287231767894283866noreply@blogger.com0tag:blogger.com,1999:blog-240866890334156908.post-85893107861681927752014-05-01T19:00:00.000+02:002014-12-17T12:53:04.026+01:00Is 40 hours not enough? Is it too much?<div dir="ltr" style="text-align: left;" trbidi="on">
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You might know the answer already.</div>
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Alfonso Garzónhttp://www.blogger.com/profile/04287231767894283866noreply@blogger.com0tag:blogger.com,1999:blog-240866890334156908.post-62233877541544506032013-10-30T19:33:00.000+01:002013-12-18T12:33:44.692+01:00Marketing and synergies using the know-how: Virgin America<div dir="ltr" style="text-align: left;" trbidi="on">
A great creative idea doesn't always come from looking at what you need or where you want to get. Many times it's much easier to find inspiration by looking at what you have to work on, or the actual position you're starting from.<br />
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Virgin is a conglomerate of many different kinds of businesses. And Sir Richard Branson's brand airline "Virgin America" is well known for not being shy when it comes to marketing communication in order to support it's great slogan "A breath of fresh Airline".<br />
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Their spirit complies with this slogan.The clearest evidence for this is the depth to which they're already involved in the online world and it's trends, as can be most clearly seen on their <a href="http://www.youtube.com/user/VirginAmerica/videos" target="_blank">YouTube Channel</a>; containing dozens of videos of all kinds, trying to get the users to spread their word.<br />
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Their latest release (just yesterday) is a music video that tells the safety instructions on a plane in a much nicer way. Their are not the first ones on doing something like that (<a href="http://www.youtube.com/watch?v=noE1YzvfA08" rel="nofollow" target="_blank">Delta</a> and <a href="http://www.youtube.com/watch?v=cBlRbrB_Gnc" rel="nofollow" target="_blank">New Zealand Airlines</a> did it already in a really). But on Virgin they have taken advantage of their know-how in the video-clip industry, and the result is a hundred times better, thanks mainly to an incredibly good production.<br />
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Since it's safety instructions, the content it's still boring sometimes, but they have done the best that can be done with such a base. Enjoy:<br />
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Alfonso Garzónhttp://www.blogger.com/profile/04287231767894283866noreply@blogger.com1tag:blogger.com,1999:blog-240866890334156908.post-51918016551115699282013-10-30T04:18:00.000+01:002013-10-30T04:18:27.626+01:00#FlexLikeCarrie. A great example of Viral Marketing<div dir="ltr" style="text-align: left;" trbidi="on">
Many companies have tried to come up with a good (which means cheap) viral video.<br />
Since viral works strangely, and are too interested on being too traditional on the methods and refined on the message. Many have had no success.<br />
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Well, maybe this one can give you an idea of what to do:<br />
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Good stuff...</div>
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Alfonso Garzónhttp://www.blogger.com/profile/04287231767894283866noreply@blogger.com1tag:blogger.com,1999:blog-240866890334156908.post-40408713458125400432013-10-30T04:10:00.000+01:002013-10-30T04:10:55.879+01:00MARKETING<div dir="ltr" style="text-align: left;" trbidi="on">
Big round of applause for this commercial and the super powerful marketing concept that tries to bring about. Big round of applause for P&G. A 10 on branding.<br />
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Alfonso Garzónhttp://www.blogger.com/profile/04287231767894283866noreply@blogger.com0tag:blogger.com,1999:blog-240866890334156908.post-23158530056411606282013-10-04T15:26:00.000+02:002013-10-04T15:26:54.929+02:00Communication through stories: Storytelling applied to Marketing<div dir="ltr" style="text-align: left;" trbidi="on">
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Marketing is about communicating. And one of the way of communicate something is to telling a story about it. Good ideas get tremendously powerful when told through a story.</h3>
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One of the best Marketing books for me is <i><a href="http://seramejorquelocuentes.com/" target="_blank">"Será mejor que lo Cuentes"</a> </i>a great guide on storytelling by Antonio Nuñez. <b>Storytelling is a high form of art</b> that, nonethelesss, can be applied in a huge range of disciplines including obviously most sorts of communication.</div>
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Today I'm bringing you a recap of <b>22 tips to create great stories</b> by the Story Artist <a href="http://www.linkedin.com/pub/emma-coats/35/687/35" target="_blank"><b>Emma Coats</b></a> after her time working at <a href="http://www.pixar.com/" rel="nofollow" target="_blank">Pixar</a>. The beautiful presentation using frames of some of their most famous films was done by the designer <a href="http://dinoignacio.com/" rel="nofollow" target="_blank">Dino Ignacio</a>. I'm sure that any marketing project can be enriched using these tips.</div>
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Here they are. Learn and enjoy:</div>
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Alfonso Garzónhttp://www.blogger.com/profile/04287231767894283866noreply@blogger.com0tag:blogger.com,1999:blog-240866890334156908.post-47513969612340209512013-09-23T01:36:00.000+02:002013-09-23T01:39:05.802+02:00Learning and the company's lifecycle.<div dir="ltr" style="text-align: left;" trbidi="on">
<h3 style="text-align: left;">
It's always been said that a 4-year-old kid learns easier and faster that a 40-year-old grown-up. But is that a scientific truth, or just the result of lacking some exercise?</h3>
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From the minute we are born we spend the entire life learning, or at least we should if we want to progress in our skills, knowledge and values. But then, the pace and efficiency this occurs changes from case to case. Of course, at the end this defines how we evolve.<br />
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And the most curious is that the same happens in the lifetime of any organization.<br />
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In business schools is taught that<b> companies have the same life-cycle as people</b>, with the same phases (Birth, Growth, Maturity, Decline, Death). But it's not that common to hear that, also like humans, an organization goes through different phases of learning.</div>
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<a href="http://1.bp.blogspot.com/-oEerldBsk48/Uj9obOTSmAI/AAAAAAAAAXc/aa2acmWznxA/s1600/lifecycle505w2.jpg" style="clear: right; float: right; margin-bottom: 1em; margin-left: 1em;"><img border="0" src="http://1.bp.blogspot.com/-oEerldBsk48/Uj9obOTSmAI/AAAAAAAAAXc/aa2acmWznxA/s400/lifecycle505w2.jpg" /></a></div>
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Actually it seems sound to state that the <b>attitude on learning</b> might make the difference on how well the company evolves through it's life-cycle phases and if, finally, it ends up dying or being born again.<br />
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At the end it's coming back to the same principle as usual: Attitude. In this case expressed as <b>humility, motivation, attention, questioning and inquisitiveness</b>.<br />
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One of the first premises to learn something is always <b>humility</b>. Without the humility of admitting that we still need to learn any effort is useless. Someone (or some company) who believes to know enough will find it very hard to find the willingness to learn new things.<br />
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That is why children learn faster an easier than adults, their still don't have all the <b>arrangements from education and pride</b> that make our learning slower and harder. What makes us a sponge when we are kids is our <b>undiluted eagerness to explore.</b><br />
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There are many young and old organizations that didn't give <b>learning, examination and change </b>the importance they deserve. They <b>sacrificed them for execution, </b>because time was everything.</div>
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And the point is that <b>learning is the cornerstone for adaptation and agility. </b>So, since it's true that time is everything, any company should develop during it's first years the procedures and models to learn fast and deep.</div>
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Keeping always an <b>flexible attitude</b> and being <b>open to questioning</b> shouldn't be fashion terms limited being used on conventions and the Values Statement of the company (as Flat Hierarchy is). They should be the <b>foundations</b> of any company that wants to survive these days.</div>
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Alfonso Garzónhttp://www.blogger.com/profile/04287231767894283866noreply@blogger.com0tag:blogger.com,1999:blog-240866890334156908.post-19341534048012867882013-04-26T21:44:00.000+02:002013-04-26T21:46:25.116+02:00Boss or Leader?<div dir="ltr" style="text-align: left;" trbidi="on">
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Yes, of course, we all know that<b> a leader is better</b> than a boss. Even <a href="http://www.ted.com/talks/dan_pink_on_motivation.html" target="_blank">science proved long ago</a> that<b> intrinsic motivators</b> (autonomy, mastery and purpose)<b> work much better than extrinsic motivators</b> (dangling carrots and threatening sticks). And still many companies <b>don't get it</b>...</div>
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Alfonso Garzónhttp://www.blogger.com/profile/04287231767894283866noreply@blogger.com0tag:blogger.com,1999:blog-240866890334156908.post-71635599688537758822013-04-16T03:31:00.002+02:002013-04-26T21:49:21.475+02:00INSPIRATION. (Volume 2: Education)<div dir="ltr" style="text-align: left;" trbidi="on">
This is about <b>Education</b>.<br />
This <b>talk </b>is about Education and <b>Humility</b>.<br />
This <b>TED </b>talk is about Education, Humility and <b>Learning by doing</b>.<br />
This <b>inspirational </b>TED talk is about Education, Humility and Learning (<b>peace</b>) by doing.<br />
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<iframe allowfullscreen="" frameborder="0" height="360" mozallowfullscreen="" scrolling="no" src="http://embed.ted.com/talks/john_hunter_on_the_world_peace_game.html" webkitallowfullscreen="" width="640"></iframe>
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<b>Enjoy, Learn, Share.</b></div>
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Alfonso Garzónhttp://www.blogger.com/profile/04287231767894283866noreply@blogger.com0tag:blogger.com,1999:blog-240866890334156908.post-89792705541924761942013-04-16T02:05:00.004+02:002013-04-26T21:51:13.637+02:00Getting political communication naked (Desnudando la comunicación política)<div dir="ltr" style="text-align: left;" trbidi="on">
<b>Political communication</b> + <b>Market Research</b> = This guy.<br />
(Comunicación política + Investigación de Mercados = Este tío.)<br />
<br />
<a href="https://www.youtube.com/watch?v=UsLySmtzros&feature=share&list=PLsRNoUx8w3rNpHP7-uNSZEgSq97Dmw6yC">https://www.youtube.com/watch?v=UsLySmtzros&feature=share&list=PLsRNoUx8w3rNpHP7-uNSZEgSq97Dmw6yC</a><br />
(<span style="font-size: x-small;">VIDEO in SPANISH</span>)</div>
Alfonso Garzónhttp://www.blogger.com/profile/04287231767894283866noreply@blogger.com0tag:blogger.com,1999:blog-240866890334156908.post-20916287333245888232013-03-26T15:34:00.000+01:002013-03-26T21:34:22.367+01:00Notes on "Business Model Generation"<div dir="ltr" style="text-align: left;" trbidi="on">
<a href="http://amsterdam.the-hub.net/files/2012/04/bmgen_front_cover_570px2.png" imageanchor="1" style="clear: right; float: right; margin-bottom: 1em; margin-left: 1em;"><img border="0" height="155" src="http://amsterdam.the-hub.net/files/2012/04/bmgen_front_cover_570px2.png" width="200" /></a><b style="font-family: inherit;"><span lang="EN-US">OUT-THE-BOX-DEFINITION:</span></b><br />
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<span style="font-family: inherit;"><span lang="EN-US">A</span><span lang="EN-US"> business model is like recipe for a creative manager.</span></span></div>
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<span lang="EN-US" style="font-family: inherit;"><u>What are
we cooking today</u>?</span><br />
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<b><span lang="EN-US" style="font-family: inherit; line-height: 115%;">IMPORTANT CHARACTERISTICS:</span></b></div>
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<b><span lang="EN-US" style="font-family: inherit; line-height: 115%;"><br /></span></b></div>
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<span lang="EN-US" style="font-family: inherit; line-height: 115%;">-<b>Narrative Coherence: </b>The business model holds a
story of moving a business from one opportunity to another.</span></div>
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<ul style="text-align: left;">
<li><span style="font-family: inherit; line-height: 115%; text-indent: -18pt;">Incoherence/Components misaligned = Long-term failure.</span></li>
<li><span style="font-family: inherit; line-height: 115%; text-indent: -18pt;">Strong narrative = Positive changes</span></li>
</ul>
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<div class="separator" style="clear: both; text-align: center;">
<a href="http://tbkconsultblog.com/wp-content/uploads/2013/03/The-Picture.jpg" imageanchor="1" style="clear: right; float: right; margin-bottom: 1em; margin-left: 1em;"><img border="0" height="234" src="http://tbkconsultblog.com/wp-content/uploads/2013/03/The-Picture.jpg" width="320" /></a></div>
<a href="http://tbkconsultblog.com/wp-content/uploads/2013/03/The-Picture.jpg" imageanchor="1" style="clear: right; float: right; margin-bottom: 1em; margin-left: 1em;"><span style="font-family: inherit;"></span></a><span style="font-family: inherit;"><span style="line-height: 115%;">-</span><b style="line-height: 115%;">Business Model 2.0: </b><span style="line-height: 115%;">Based on the
potential of the web.</span></span></div>
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<span lang="EN-US" style="font-family: inherit; line-height: 115%;"></span></div>
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<ul style="text-align: left;">
<li><span style="font-family: inherit; line-height: 115%;">Collective
intelligence</span></li>
<li><span style="font-family: inherit; line-height: 115%;">Self-improving
systems</span></li>
<li><span style="font-family: inherit; line-height: 115%;">Networking</span></li>
</ul>
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<span style="font-family: inherit;"><span style="line-height: 115%;">-</span><b style="line-height: 115%;">Complementarily: </b><span style="line-height: 115%;">To find good partners,
the business models of both have to fit together.</span></span></div>
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<span style="font-family: inherit;"><br /></span></div>
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<b><span lang="EN-US" style="font-family: inherit; line-height: 115%;"><br /></span></b></div>
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<b><span lang="EN-US" style="font-family: inherit; line-height: 115%;"><br /></span></b></div>
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<b><span lang="EN-US" style="font-family: inherit; line-height: 115%;">(Some) BUSINESS MODEL TYPES:<o:p></o:p></span></b></div>
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<b><span lang="EN-US" style="font-family: inherit; line-height: 115%;"><br /></span></b></div>
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<span lang="EN-US" style="font-family: inherit; line-height: 115%;">-<b>Long tail: </b>Small amounts to many, many
clients (Niche markets + Good Channels)<b><o:p></o:p></b></span></div>
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<span lang="EN-US" style="font-family: inherit; line-height: 115%;"><br /></span></div>
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<span lang="EN-US" style="font-family: inherit; line-height: 115%;">-<b>Multiplatform: </b>Bring together different
groups of clients and rise value of their interaction.<o:p></o:p></span></div>
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<span lang="EN-US" style="font-family: inherit; line-height: 115%;"><br /></span></div>
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<span lang="EN-US" style="font-family: inherit; line-height: 115%;">-<b>Gratis! (For free): </b>Three subtypes:</span></div>
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<span lang="EN-US" style="font-family: inherit; line-height: 115%;"></span></div>
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<ul style="text-align: left;">
<li><span style="font-family: inherit; line-height: 115%;">Get one free, pay
for another (Evolution of “Bait & hook”)</span></li>
<li><span style="font-family: inherit; line-height: 115%;">Service/Product paid
by Advertising/Sponsors. (Traditional Media)</span></li>
<li><span style="font-family: inherit; line-height: 115%;">“Freemuim”: Pay
for the full version</span></li>
</ul>
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<span lang="EN-US" style="font-family: inherit; line-height: 115%;">-<b>Open: </b>Create value by collaborating
with clients and partners. It can be applied inwards or outwards. (?)<o:p></o:p></span></div>
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<span style="font-family: inherit;"><br /></span></div>
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<b><span lang="EN-US" style="font-family: inherit; line-height: 115%;">TOOLS TO INNOVATE ON BUSINESS MODELS<o:p></o:p></span></b></div>
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<b><span lang="EN-US" style="font-family: inherit; line-height: 115%;"><br /></span></b></div>
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<a href="https://blogger.googleusercontent.com/img/b/R29vZ2xl/AVvXsEjxDoQRWhbcZ6jCAgAv9M8XoeoRmMSmTJiwW2Be9_WiJjFH6_yep1AXSAsOfnKtJt-6BNXqIRzZBk6WLAl4POJx2epTFr7y_b_LRcfx0irrtugan-CP5KvTWIiUyPbAkcO1HW8w3x2uyRM/s1600/customer_insigth_empathy_map_business_models_tools.jpg" imageanchor="1" style="clear: right; float: right; margin-bottom: 1em; margin-left: 1em; text-align: center;"><span style="font-family: inherit;"><img alt="customer_insigth_empathy_map_business_models_tools_notjustmarketing" border="0" height="171" src="https://blogger.googleusercontent.com/img/b/R29vZ2xl/AVvXsEjxDoQRWhbcZ6jCAgAv9M8XoeoRmMSmTJiwW2Be9_WiJjFH6_yep1AXSAsOfnKtJt-6BNXqIRzZBk6WLAl4POJx2epTFr7y_b_LRcfx0irrtugan-CP5KvTWIiUyPbAkcO1HW8w3x2uyRM/s320/customer_insigth_empathy_map_business_models_tools.jpg" title="customer_insigth_empathy_map_business_models_tools_notjustmarketing" width="320" /></span></a></div>
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<span style="font-family: inherit;"><b><span lang="EN-US" style="line-height: 115%;">-Customer insight: </span></b><span lang="EN-US" style="line-height: 115%;">Empathy. Know, think and feel like the customer.<o:p></o:p></span></span></div>
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<span lang="EN-US" style="font-family: inherit; line-height: 115%;"><br /></span></div>
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<span style="font-family: inherit;"><b><span lang="EN-US" style="line-height: 115%;">-Ideation:</span></b><span lang="EN-US" style="line-height: 115%;"> Have a multidiscilinar group analyzing and brainstorming
on the project.<o:p></o:p></span></span></div>
<div class="MsoListParagraphCxSpFirst" style="mso-list: l1 level1 lfo3; text-indent: -18.0pt;">
<!--[if !supportLists]--><span style="font-family: inherit;"><span lang="EN-US" style="line-height: 115%;">·<span style="line-height: normal;">
</span></span><!--[endif]--><span lang="EN-US" style="line-height: 115%;">Focus on finding problems and solutions (Create plan B, C, D…)<o:p></o:p></span></span></div>
<div class="MsoListParagraphCxSpMiddle" style="mso-list: l1 level1 lfo3; text-indent: -18.0pt;">
<!--[if !supportLists]--><span style="font-family: inherit;"><span lang="EN-US" style="line-height: 115%;">·<span style="line-height: normal;"> </span></span><span lang="EN-US" style="line-height: 20px;"><span style="line-height: normal;"> </span></span><span lang="EN-US" style="line-height: 20px;">*</span><span style="line-height: 115%; text-indent: -18pt;">Rules: No early-judging, respect, be visual, embrace craziness…</span></span></div>
<div class="MsoListParagraphCxSpLast" style="mso-list: l1 level1 lfo3; text-indent: -18.0pt;">
<!--[if !supportLists]--><span style="font-family: inherit;"><span lang="EN-US" style="line-height: 115%;">·<span style="line-height: normal;">
</span></span><!--[endif]--><span lang="EN-US" style="line-height: 115%;">*Any of the 9 blocks can work as a starting point for the innovation
(Resources, Product, Clients, Finances…).<o:p></o:p></span></span></div>
<div class="MsoListParagraphCxSpLast" style="mso-list: l1 level1 lfo3; text-indent: -18.0pt;">
<span lang="EN-US" style="font-family: inherit; line-height: 115%;"><br /></span></div>
<div class="MsoNormal">
<span style="font-family: inherit;"><b><span lang="EN-US" style="line-height: 115%;">-Visual Thinking</span></b><span lang="EN-US" style="line-height: 115%;">: Use pictures, diagrams, outlines, post-its (more immediate),
create a tag-cloud, a moodboard…</span></span></div>
<div class="MsoNormal">
<ul style="text-align: left;">
<li><span style="font-family: inherit; line-height: 115%;">Back of the Napkin (See visually, imagine visually, show ideas visually
>> SIMPLIFY)</span></li>
</ul>
</div>
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<span style="font-family: inherit;"><b><span lang="EN-US" style="line-height: 115%;">-Prototyping: </span></b><span lang="EN-US" style="line-height: 115%;">Helps exploring ideas by making the more tangible. Do several
different prototypes for the same business.<o:p></o:p></span></span></div>
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<span lang="EN-US" style="font-family: inherit; line-height: 115%;"><br /></span></div>
<div class="MsoNormal">
<span style="font-family: inherit;"><b><span lang="EN-US" style="line-height: 115%;">-Storytelling:</span></b><span lang="EN-US" style="line-height: 115%;"> A good story gives strength to any idea. There’s a
natural resistance (reluctance) to change and the unknown. a strong story can
make more familiar any new idea. It helps when telling the stakeholders
(Alternatives: Talk, Video, Play, Text+Image, Comic…).<o:p></o:p></span></span></div>
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<span lang="EN-US" style="font-family: inherit; line-height: 115%;"><br /></span></div>
<div class="MsoNormal">
<span style="font-family: inherit;"><b><span lang="EN-US" style="line-height: 115%;">-Scenarios:</span></b><span lang="EN-US" style="line-height: 115%;"> Set out and consider different specific scenarios of
how the business can evolve. This way is easier to figure out where to go (Develop
plan B, C, D…). Observe your environment, detect trends and apply them to your
ideas.<o:p></o:p></span></span></div>
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<span style="font-family: inherit;"><br /></span>
<span style="font-family: inherit;"><br /></span></div>
<div class="MsoNormal">
<b><span lang="EN-US" style="font-family: inherit; line-height: 115%;"><br /></span></b></div>
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<b><span lang="EN-US" style="font-family: inherit; line-height: 115%;">STRATEGIES TO CREATE AND MANAGE BUSINESS MODELS<o:p></o:p></span></b></div>
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<span style="font-family: inherit;"><b><span lang="EN-US" style="line-height: 115%;">-Evaluate the environment </span></b><span lang="EN-US" style="line-height: 115%;">of the model (the forces that affect it):<o:p></o:p></span></span><br />
<span style="font-family: inherit;"><span lang="EN-US" style="line-height: 115%;"><br /></span></span></div>
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<a href="https://blogger.googleusercontent.com/img/b/R29vZ2xl/AVvXsEhiWdXIdhbau2U_qn4z3sU80l4KeBkAmyRSlb6fN52ozrKFNFx4BmByLQsfFlhUpQkvrJeG2KPz6nmB_1gUOwPkxi8ZCV1y0fC1ONSSCzIAzzaNWryFXsntqyhNHYB2g4dPM9iHXrdn-58/s1600/business_model_generation_strategies_forces.jpg" imageanchor="1" style="clear: left; display: inline !important; margin-bottom: 1em; margin-left: 1em;"><span style="font-family: inherit;"><img border="0" height="441" src="https://blogger.googleusercontent.com/img/b/R29vZ2xl/AVvXsEhiWdXIdhbau2U_qn4z3sU80l4KeBkAmyRSlb6fN52ozrKFNFx4BmByLQsfFlhUpQkvrJeG2KPz6nmB_1gUOwPkxi8ZCV1y0fC1ONSSCzIAzzaNWryFXsntqyhNHYB2g4dPM9iHXrdn-58/s640/business_model_generation_strategies_forces.jpg" width="640" /></span></a></div>
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<span lang="EN-US" style="font-family: inherit; line-height: 115%;"><br /></span></div>
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<span lang="EN-US" style="font-family: inherit; line-height: 115%;">-<b>Analyze</b> constantly the business model
(through checklists, SWOTs…) to <b>Validate
</b>or modify each of the 9 building blocks.<o:p></o:p></span></div>
<div class="MsoNormal">
<span lang="EN-US" style="font-family: inherit; line-height: 115%;"><br /></span></div>
<div class="MsoNormal">
<span style="font-family: inherit;"><b><span lang="EN-US" style="line-height: 115%;">-Blue Ocean Strategy: </span></b><span lang="EN-US" style="line-height: 115%;">Create your own uncontested market.</span></span></div>
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<span lang="EN-US" style="font-family: inherit; line-height: 115%;"></span></div>
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</div>
<ul style="text-align: left;">
<li><span style="font-family: inherit; line-height: 115%;">Eliminate useless
factors that the industry takes for granted.</span></li>
<li><span style="font-family: inherit; line-height: 115%;">Reduce some factors below the industry’s standard.</span></li>
<li><span style="font-family: inherit; line-height: 115%;">Raise some factors above the industry’s standard.</span></li>
<li><span style="font-family: inherit; line-height: 115%;">Create those interesting factors that the industry has never offered.</span></li>
</ul>
<span style="font-family: inherit; line-height: 115%;">-</span><b style="font-family: inherit; line-height: 115%;">Work out: </b><span style="font-family: inherit; line-height: 115%;">Practice managing several
models. Learn when to integrate them to create synergies and when to separate
them to prevent conflicts.</span><br />
<br />
<ul style="text-align: left;">
<li><span style="font-family: inherit; line-height: 115%;">Similarity of the building blocks + potential for synergy - potential for
conflict = Recommended level of Autonomy</span></li>
</ul>
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<b><span lang="EN-US" style="font-family: inherit; line-height: 115%;">PROCESSES TO CREATE A BUSINESS MODEL:<o:p></o:p></span></b></div>
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<b><span lang="EN-US" style="font-family: inherit; line-height: 115%;"><br /></span></b></div>
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<span lang="EN-US" style="font-family: inherit; line-height: 115%;">-<b>Mobilize: </b>Set the stage for a successful
business model design project.<o:p></o:p></span></div>
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<span lang="EN-US" style="font-family: inherit; line-height: 115%;"><br /></span></div>
<div class="MsoNormal" style="text-align: left;">
<span lang="EN-US" style="font-family: inherit; line-height: 115%;">-<b>Understand: </b>Research the elements
needed for your business model design.<o:p></o:p></span></div>
<div class="MsoNormal" style="text-align: left;">
<span lang="EN-US" style="font-family: inherit; line-height: 115%;"><br /></span></div>
<div class="MsoNormal" style="text-align: left;">
<span lang="EN-US" style="font-family: inherit; line-height: 115%;">-<b>Design: </b>Generate various options and test
them to select the best ones.<o:p></o:p></span></div>
<div class="MsoNormal" style="text-align: left;">
<span lang="EN-US" style="font-family: inherit; line-height: 115%;"><br /></span></div>
<div class="MsoNormal" style="text-align: left;">
<span lang="EN-US" style="font-family: inherit; line-height: 115%;">-<b>Implement </b>the chosen business model idea in “real
life”. Execute what you thought.<o:p></o:p></span></div>
<div class="MsoNormal" style="text-align: left;">
<span lang="EN-US" style="font-family: inherit; line-height: 115%;"><br /></span></div>
<div class="MsoNormal" style="text-align: left;">
<span lang="EN-US" style="font-family: inherit; line-height: 115%;">-<b>Manage: </b>Modify your plans according to “real
life feedback”. Evolve.</span></div>
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</div>
<div style="text-align: left;">
</div>
<ul style="text-align: left;">
<li><span style="font-family: inherit; line-height: 115%; text-indent: -18pt;">A business plan tends to be static (it’s like a script).</span></li>
<li><span style="line-height: 115%; text-indent: -18pt;"><span style="font-family: inherit;">A business models reacts and is dynamic (it’s like Impro).</span></span></li>
</ul>
</div>
Alfonso Garzónhttp://www.blogger.com/profile/04287231767894283866noreply@blogger.com0tag:blogger.com,1999:blog-240866890334156908.post-19691153687180967432013-03-14T23:59:00.001+01:002013-04-06T19:39:28.294+02:00The future of the Third Sector<div dir="ltr" style="text-align: left;" trbidi="on">
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Almost everyone would agree that<b> NGOs</b> are a good thing, that <b>Cooperation</b> is positive and that <b>Development Projects</b> are necessary. That's why many of us think about donating money to an NGO, but then various kinds of <b>criticism </b>come to join our natural reluctance to give money away. Even when we trust that a NGO is not corrupted, and that they really want to make a difference, we keep on worrying about <b>"what are they going to do with the money".</b> </div>
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<br /></div>
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Well, we all should realize that our criticism of the <b>Third Sector</b> has a totally <b>mistaken focus</b>. We have thought that <b>non-profit Companies</b> shouldn't work under <b>the same rules</b> as the rest. That <b>Marketing</b>, <b>Business Models</b> and <b>Investments</b> are evil tools that the Third Sector must avoid.</div>
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<br /></div>
<div style="text-align: justify;">
This video <b>is a must</b> if you ever thought this. It tells the<b> five ways</b> in which we are judging the Third Sector the wrong way:</div>
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</div>
<div style="text-align: center;">
<iframe allowfullscreen="" frameborder="0" height="360" mozallowfullscreen="" scrolling="no" src="http://embed.ted.com/talks/dan_pallotta_the_way_we_think_about_charity_is_dead_wrong.html" webkitallowfullscreen="" width="640"></iframe></div>
</div>
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But it’s also true that in many NGOs is needed<b> a</b> <b>change in the way</b> things are done. Many of them manage enormous amounts of money and their<b> impact</b> is either <b>small </b>(the money is useless) or <b>negative </b>(they create dependency).</div>
<div style="text-align: justify;">
In this other talk, <a href="https://twitter.com/sirollinstitute" target="_blank">Ernesto Sirolli</a> sets the key of <b>NGOs efficiency</b> when it comes to development projects: <b>Listen </b>to the <b>local entrepreneurs:</b></div>
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<br /></div>
</div>
<div style="text-align: center;">
<iframe allowfullscreen="" frameborder="0" height="360" mozallowfullscreen="" scrolling="no" src="http://embed.ted.com/talks/ernesto_sirolli_want_to_help_someone_shut_up_and_listen.html" webkitallowfullscreen="" width="640"></iframe>
</div>
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If both the people<b> around</b> and the people <b>inside NGOs</b> follow this simple yet effective tips, the future of the Third Sector can be very <b>fruitful</b>. I'm convinced that a change in this direction will lead to <b>finally</b> see non-profit organizations making<b> a big difference.</b></div>
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<b><br /></b></div>
<div style="text-align: justify;">
So please, <b>share it:</b> <span style="text-align: left;"><a href="http://notjustmarketing.blogspot.de/2013/03/the-future-of-third-sector.html">http://notjustmarketing.blogspot.de/2013/03/the-future-of-third-sector.html</a></span></div>
</div>
Alfonso Garzónhttp://www.blogger.com/profile/04287231767894283866noreply@blogger.com0tag:blogger.com,1999:blog-240866890334156908.post-11604083490422105162013-03-13T18:22:00.002+01:002013-03-13T18:25:44.165+01:0029 ways to stay Creative<div dir="ltr" style="text-align: left;" trbidi="on">
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<a href="https://blogger.googleusercontent.com/img/b/R29vZ2xl/AVvXsEh11IdqRCCQ2NzxliorTYFhIfmWC3OeKz4SPd2uEOeRNyeGINcyfmb2n6OrO8J101K_Ets_VPgvA9ttqgwTea20SeZYByojLnggucSCf7YeBQ9L7AjeTbHkt9505VNH-6YfYMB8IPeQoFo/s1600/537153_538676236153770_1449192602_n.jpg" imageanchor="1" style="margin-left: 1em; margin-right: 1em; text-align: left;"><img border="0" src="https://blogger.googleusercontent.com/img/b/R29vZ2xl/AVvXsEh11IdqRCCQ2NzxliorTYFhIfmWC3OeKz4SPd2uEOeRNyeGINcyfmb2n6OrO8J101K_Ets_VPgvA9ttqgwTea20SeZYByojLnggucSCf7YeBQ9L7AjeTbHkt9505VNH-6YfYMB8IPeQoFo/s1600/537153_538676236153770_1449192602_n.jpg" /></a></div>
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Alfonso Garzónhttp://www.blogger.com/profile/04287231767894283866noreply@blogger.com0tag:blogger.com,1999:blog-240866890334156908.post-47058389942787406082013-03-13T18:20:00.001+01:002013-03-15T22:18:14.905+01:00How Loyalty works?<div dir="ltr" style="text-align: left;" trbidi="on">
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This beautiful and simple <b>infographic</b> (created by the brand new Portugese <b>branding agency</b> <a href="http://www.weknowyou.pt/" rel="nofollow" target="_blank">"WHY"</a>) shows the<b> two parts Consumer Loyalty</b> is composed of:</div>
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<br /></div>
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<a href="https://blogger.googleusercontent.com/img/b/R29vZ2xl/AVvXsEj-DczUIjlHYluw9w4SvafduYgQQq6_a0m9UpOheXVUxsgWgiIIkOK3ajLG3Y1ErCC5tZxhLa6kGt5v8sSZ30XZVFX8z0ZQe9_dj5LpPyJQY_Khc7i6DZ8XEJVOdjTlyGp12CFWUBcBqEI/s1600/loyanty_brands_notjustmarketing.jpg" imageanchor="1" style="margin-left: 1em; margin-right: 1em;"><img border="0" height="495" src="https://blogger.googleusercontent.com/img/b/R29vZ2xl/AVvXsEj-DczUIjlHYluw9w4SvafduYgQQq6_a0m9UpOheXVUxsgWgiIIkOK3ajLG3Y1ErCC5tZxhLa6kGt5v8sSZ30XZVFX8z0ZQe9_dj5LpPyJQY_Khc7i6DZ8XEJVOdjTlyGp12CFWUBcBqEI/s640/loyanty_brands_notjustmarketing.jpg" width="640" /></a></div>
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<div style="text-align: justify;">
Some experts will add, in the part of the <b>company </b>"duties", its <b>behavior</b> (Call it <b>Responsibility, Ethics, Authenticity...</b>) and some others think that loyalty doesn't exist in a market where most consumers just care about the <b>price</b>.</div>
<div style="text-align: justify;">
<br /></div>
<div style="text-align: justify;">
All this depends on <b>the actual behavior </b>of the consumers. Do consumers care about what's behind the companies they buy from? And even more important: Are consumers aware of how <b>powerful </b>their <b>purchasing decicions</b> are?</div>
</div>
Alfonso Garzónhttp://www.blogger.com/profile/04287231767894283866noreply@blogger.com0tag:blogger.com,1999:blog-240866890334156908.post-79897524756333776202013-03-03T23:54:00.000+01:002013-03-15T22:18:39.675+01:00Leave your Comfort Zone, expand your Boundaries<div dir="ltr" style="text-align: left;" trbidi="on">
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<span style="font-family: inherit;">Here is
the video of the talk <b><a href="https://twitter.com/MartinaFlor" target="_blank">Martina Flor</a></b>
shared last Feb. 21 on the monthly meeting of the <b><a href="http://www.creativemornings.com/" target="_blank">Creative Mornings</a> in Berlin</b>. The talk by the Argentinean designer
had the title "<b>Stepping out of your
comfort zone</b>". And, very beautifully presented, it explained how advisable
is to confront bravely the <b>challenges</b>
we find in our professional life.</span></div>
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<span style="font-family: inherit;"><br /></span></div>
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<div style="text-align: justify;">
<span lang="EN-US"><span style="font-family: inherit;">She
exemplified it with her <a href="http://www.martinaflor.com/" target="_blank">own experiences</a>. The<span class="apple-converted-space"> </span><b>method</b><span class="apple-converted-space"> </span>she suggested to achieve<span class="apple-converted-space"><b> </b></span><b>better projects</b><span class="apple-converted-space"> </span>was simple: Just<span class="apple-converted-space"> </span><b>do it</b><span class="apple-converted-space"> </span>and then<span class="apple-converted-space"> </span><b>show it</b>.</span><span style="font-family: inherit; font-size: 13.5pt;"><o:p></o:p></span></span></div>
</div>
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<span style="font-family: inherit;"><br /></span></div>
</div>
<div style="text-align: center;">
<span style="font-family: inherit;"><iframe allowfullscreen="" frameborder="0" height="450" mozallowfullscreen="" src="http://player.vimeo.com/video/60638435?title=0&byline=0&portrait=0&color=ffffff" webkitallowfullscreen="" width="600"></iframe>
</span></div>
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<span style="font-family: inherit;"><br /></span></div>
<span style="font-family: inherit;"><br /></span>
<br />
<div style="text-align: justify;">
<span style="font-family: inherit;"><span lang="EN-US" style="line-height: 115%;">It was a nice coincidence the title of the talk and the day it happened. Because just a
couple months ago I wanted to<span class="apple-converted-space"> </span><b>spread
a new "tradition":</b><span class="apple-converted-space"> </span>I
find so important to leave </span><span style="line-height: 115%;">our safe spaces regularly, that</span><span class="apple-converted-space" style="line-height: 115%;"> </span><b style="line-height: 115%;">I started to "celebrate"</b><span style="line-height: 115%;">, on </span><span style="line-height: 115%;">the 21</span><sup style="line-height: 115%;">st</sup><span class="apple-converted-space" style="line-height: 115%;"> </span><span style="line-height: 115%;">of every month, the</span><span class="apple-converted-space" style="line-height: 115%;"> </span><b style="line-height: 115%;">"Out of the comfort
zone" Day.</b></span></div>
<br />
<div style="text-align: justify;">
<span style="font-weight: bold; line-height: 18px;"><br /></span></div>
<a href="https://blogger.googleusercontent.com/img/b/R29vZ2xl/AVvXsEipkmjfpS4vF2trPcQTQ-zrL_EffXIlJVTXoeVtHMOHkD6Y2nh3w7MLKNmWBGz5cHsYHcHXPNim-PaPbQBFjQDdhgOG3rltXACQCOb9TGLEikH31JYSzbSKlRDwmM5yw5IEUKbYLv1aLbc/s1600/virtual_workshop.jpg" imageanchor="1" style="clear: right; float: right; margin-bottom: 1em; margin-left: 1em; text-align: justify;"><span style="font-family: inherit;"><img border="0" height="237" src="https://blogger.googleusercontent.com/img/b/R29vZ2xl/AVvXsEipkmjfpS4vF2trPcQTQ-zrL_EffXIlJVTXoeVtHMOHkD6Y2nh3w7MLKNmWBGz5cHsYHcHXPNim-PaPbQBFjQDdhgOG3rltXACQCOb9TGLEikH31JYSzbSKlRDwmM5yw5IEUKbYLv1aLbc/s320/virtual_workshop.jpg" width="320" /></span></a><br />
<div style="text-align: justify;">
<span lang="EN-US" style="font-family: inherit; line-height: 115%;">So it was an even nicer coincidence that last 21<sup>st </sup>I was taking part on something so estrange as a <b>“Virtual Interactive
Seminar”. </b>The people from <a href="http://worldaftermidnight.com/" target="_blank">WorldAfterMidnight</a> h</span><span lang="EN-US" style="font-family: inherit; line-height: 115%;">ave created a virtual world to carry out any
kind of educational or collaborative meetings. It was a really nice workshop
about the <b>innovation in the business world</b> and, as we could interact, we
were working with a very useful <b>model for problem solving</b>. These
seminars are for free and take place every month; highly recommended.</span></div>
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<span lang="EN-US" style="font-family: inherit; line-height: 115%;"><br /></span></div>
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<span style="font-family: inherit;"><span style="line-height: 115%;">Stepping out of our comfort zone is very useful for those moments in life (or at work) <b>when life puts you in a difficult position</b>. It's really easy to just don't do it. But when you step </span><span style="line-height: 20px;">usually</span><span style="line-height: 20px;"> </span><span style="line-height: 115%;">out of your comfort zone <b>it starts being </b>even <b>funny</b>!</span></span></div>
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<div style="text-align: justify;">
<span style="font-family: inherit;"><span style="line-height: 115%;">And you? Do you
step </span><b style="line-height: 115%;">regularly</b><span style="line-height: 115%;"> out of your comfort zone? What totally </span><b style="line-height: 115%;">new thing</b><span style="line-height: 115%;">,
or same thing on a totally </span><b style="line-height: 115%;">different way</b><span style="line-height: 115%;">, are you going to do on the </span><b style="line-height: 115%;">next
21<sup>st</sup></b><span style="line-height: 115%;">?</span></span></div>
</div>
</div>
Alfonso Garzónhttp://www.blogger.com/profile/04287231767894283866noreply@blogger.com1Berlín, Alemania52.519171 13.40609119999999252.209901 12.760644199999991 52.828441 14.051538199999992tag:blogger.com,1999:blog-240866890334156908.post-15413235934120455982013-02-25T02:44:00.002+01:002013-03-15T22:18:54.573+01:00Transmedia, crimes and publicity: All in one.<div dir="ltr" style="text-align: left;" trbidi="on">
<div dir="ltr" style="text-align: left;" trbidi="on">
<div style="text-align: justify;">
January 2013, Hannover. Someone <b>stole the golden cookie</b> which the German company "Bahlen" used as the <b>emblem of their brand "Leibniz Keks".</b></div>
<div style="text-align: justify;">
A couple days after the robber sent this picture to a <a href="http://www.haz.de/" rel="nofollow" target="_blank">local newsletter</a>:</div>
<div style="text-align: justify;">
<br /></div>
<div class="separator" style="clear: both; text-align: justify;">
<a href="https://blogger.googleusercontent.com/img/b/R29vZ2xl/AVvXsEh-58R4t-6wdiDM_NUnh2SATy8mYvtTPqlWbECF_ONH5JKXbMukrqImJdXpP0ih5TrrAxSDbqAQdtGEBYnBX0vJ2tsDtimE6WFi5IxqSGiWiGy97l2ymy10xFim56CU6eKowSIQvCTzhD8/s1600/cookie_monster_and_ransom_note_germany.jpg" imageanchor="1" style="margin-left: 1em; margin-right: 1em;"><img border="0" height="460" src="https://blogger.googleusercontent.com/img/b/R29vZ2xl/AVvXsEh-58R4t-6wdiDM_NUnh2SATy8mYvtTPqlWbECF_ONH5JKXbMukrqImJdXpP0ih5TrrAxSDbqAQdtGEBYnBX0vJ2tsDtimE6WFi5IxqSGiWiGy97l2ymy10xFim56CU6eKowSIQvCTzhD8/s640/cookie_monster_and_ransom_note_germany.jpg" width="640" /></a></div>
<div style="text-align: justify;">
<br /></div>
<div style="text-align: justify;">
The robber, dressed as (a seedy version of) the cookie monster, holds the golden cookie. The<b> ransom note </b>says that he wants the company to give <b>cookies to the children </b>in a near hospital, as well as 1000 € to a local animal shelter.</div>
<div style="text-align: justify;">
It was hilarious that the note specified the cookies needed for the ransom to be<b> the good ones</b>, "those of milk-chocolate, not the black-chococate or the plain ones".</div>
<div style="text-align: justify;">
It was also part of the joke that a<b> former CEO</b> of the company during the 70s went then into a <a href="http://en.wikipedia.org/wiki/Ernst_Albrecht_(politician)" target="_blank">political career</a>, and the press used to call him "the cookie monster".</div>
<div style="text-align: justify;">
<br /></div>
<div style="text-align: justify;">
Of course <b>Sesame street</b> hurried to keep clear that they had nothing to do with all that:</div>
<blockquote align="center" class="twitter-tweet" width="800">
<div style="text-align: justify;">
Cookie Monster: Me no steal the golden cookie. But me willing to help find real cookie thief!<a href="http://t.co/CAdohpVu" title="http://bit.ly/VlS0VD">bit.ly/VlS0VD</a></div>
<div style="text-align: justify;">
— Sesame Street (@sesamestreet) <a href="https://twitter.com/sesamestreet/status/296383259036774400">January 29, 2013</a>
</div>
</blockquote>
<script async="" charset="utf-8" src="//platform.twitter.com/widgets.js"></script>
</div>
<div style="text-align: justify;">
And the company, also pretty fast, <a href="http://www.bahlsen.com/fileadmin/pdf/pressemitteilungen/PM_Bahlsen_startet_Spendenaktion.pdf" rel="nofollow" target="_blank">said to the media</a> that they were happily willing to pay a ransom of <b>52.000 packs of cookies to 52 different NGO</b>s. And reminded of their many current proofs of "social involvement". Just after some more days the cookie was back again.</div>
<div style="text-align: justify;">
<br /></div>
<div style="text-align: justify;">
Since whole story was so funny and beautiful at the same time, it had<b> international effect</b> on the press. Besides, the company <b>managed all this so well</b> that they turned it into a huge opportunity for<b> publicity:</b></div>
<br />
<div style="text-align: justify;">
<span style="font-weight: bold;"><br /></span></div>
<div style="text-align: justify;">
<a href="http://1.bp.blogspot.com/-VxGcFh7DVc8/USq8RDq4WWI/AAAAAAAAAMU/un0ow4lQs68/s1600/infografy_publicity_bahlen_cookie_monster_case.jpg" imageanchor="1" style="margin-left: 1em; margin-right: 1em; text-align: center;"><img border="0" height="490" src="http://1.bp.blogspot.com/-VxGcFh7DVc8/USq8RDq4WWI/AAAAAAAAAMU/un0ow4lQs68/s640/infografy_publicity_bahlen_cookie_monster_case.jpg" width="640" /></a></div>
<br />
<div style="text-align: justify;">
<br /></div>
<div style="text-align: justify;">
Finally many cookies were given, and the brand gained (or recovered) lots of fans. As they say here in Germany <b>"Ende Gut, Alles gut"</b>.
</div>
</div>
Alfonso Garzónhttp://www.blogger.com/profile/04287231767894283866noreply@blogger.com0tag:blogger.com,1999:blog-240866890334156908.post-5841499017834427552013-02-13T23:48:00.000+01:002013-02-14T00:15:48.819+01:00The Strokes doing Research-Marketing?<div dir="ltr" style="text-align: left;" trbidi="on">
<div dir="ltr" style="text-align: left;" trbidi="on">
Ok, maybe
is a bit too elaborate, but here is the conjecture:<br />
<div class="MsoNormal">
<span lang="EN-US"><br /></span></div>
<div class="MsoNormal" style="text-align: center;">
<span lang="EN-US" style="line-height: 115%;"><span style="font-size: large;"><b>Did the rock band “The Strokes” just did a really fast and
precise market research to know what the fans wanted their next album to be
before releasing it entirely?</b></span><span style="font-size: medium; font-weight: bold;"><o:p></o:p></span></span></div>
<div class="MsoNormal">
<br /></div>
<div class="MsoNormal">
<br /></div>
<div class="MsoNormal">
<span lang="EN-US">19 days ago
the band released <b><a href="http://hablatumusica.com/news/escucha-one-way-trigger-de-the-strokes/" target="_blank">“One Way Trigger”</a></b> the first song of their new album <b>Comedown Machine</b>. </span>The song was so <i>different</i>, that barely anybody liked it. The enormous
amount of <b>comments </b>posted the internet where a really good<b> feedback</b>: People
said it was horrible, and they were missing the <i>Original</i> Strokes.</div>
<br /></div>
<iframe frameborder="no" height="166" scrolling="no" src="https://w.soundcloud.com/player/?url=http%3A%2F%2Fapi.soundcloud.com%2Ftracks%2F76331890&color=ff0000&auto_play=false&show_artwork=true" width="100%"></iframe>
<br />
<br />
<div class="MsoNormal">
<span lang="EN-US">So <b>just yesterday</b> they fullly released <b><a href="http://hablatumusica.com/news/escucha-el-all-the-time-de-the-strokes/" target="_blank">"All the time"</a></b>, <b>the Single</b> of
that same album. It’s complete different, it has the sound that everyone was
asking for.<b><o:p></o:p></b></span></div>
<div class="MsoNormal">
<b><span lang="EN-US"><br /></span></b></div>
<div class="MsoNormal">
<iframe frameborder="no" height="166" scrolling="no" src="https://w.soundcloud.com/player/?url=http%3A%2F%2Fapi.soundcloud.com%2Ftracks%2F78952710&color=ff0000&auto_play=false&show_artwork=true" width="100%"></iframe>
<b><span lang="EN-US"><br /></span></b></div>
<div class="MsoNormal">
<b><span lang="EN-US"><br /></span></b>
<b><span lang="EN-US"><br /></span></b></div>
<div class="MsoNormal">
<span lang="EN-US">And the question is, did they released <b>the first like a trial</b>? Did
they want to <b>research</b> how fans would <b>react</b> to that <i>risky </i>song? </span><span lang="EN-US">And will the rest of the new album <b>follow the sound</b> that all <b>their "customers"</b> demanded?</span></div>
<br />
<b>What do you <a href="http://hablatumusica.com/news/escucha-el-all-the-time-de-the-strokes/" target="_blank">think?</a></b></div>
Alfonso Garzónhttp://www.blogger.com/profile/04287231767894283866noreply@blogger.com0Berlín, Alemania52.519171 13.40609119999999252.209891 12.760644199999991 52.828451 14.051538199999992tag:blogger.com,1999:blog-240866890334156908.post-12637128446309489632013-02-12T00:17:00.000+01:002013-03-13T18:28:41.714+01:00INSPIRATION. (Volume 1: TED)<div dir="ltr" style="text-align: left;" trbidi="on">
My brother
taught me once that <b>learning by listening</b> was way better than by bungling when
talking. Then I started realizing how easy and useful it is to <a href="http://www.mindtools.com/CommSkll/ActiveListening.htm" target="_blank"><b>listen actively</b></a> to people: Most of the time they know more than me about the subject and, anyway,
they always bring a <b>different perspective</b> that enriches my own idea about it.<br />
<div class="MsoNormal">
<span lang="EN-US">Since then
I love to get informed about topics I am interested in by any means of <b>verbal
communication</b> (the radio, talks, speeches, classes, conferences, debates…). I’m
very fond of nice conversations in <i>cafés</i>.<o:p></o:p></span></div>
<div class="MsoNormal">
<span lang="EN-US">And then,
just last year, I discovered<b> a marvelous <i>invention</i>
called TED.</b><o:p></o:p></span><br />
<span lang="EN-US"><br /></span></div>
<div class="MsoNormal">
<span lang="EN-US"><a href="http://www.ted.com/" target="_blank"><b>TED</b></a>
(Acronym for “Technology, Entertainment, Design”) is an<b> <a href="http://www.ted.com/pages/view/id/5" rel="nofollow" target="_blank">NGO</a></b> dedicated to spread
great discussions and conferences on a variety of different subjects. The talks are lead by all kinds of different people
that are always full of <b>innovative ideas</b> that can <b>change world.</b><o:p></o:p></span></div>
<div class="MsoNormal">
<span lang="EN-US">It was
<b>created in the 80’s</b>, but went fully on-line in 2006. And it’s on the net, and
under a <b>Creative Commons License</b>, that their <b>mission</b> got real strength, because
the Speeches started to be available for free all around the world.<o:p></o:p></span><br />
<span lang="EN-US"><br /></span></div>
<div class="MsoNormal">
<span lang="EN-US">On TED I
found brilliant discussions about <b>Marketing</b>, such as a very comical speech by
<b><a href="https://twitter.com/rorysutherland" target="_blank">Rory Sutherland</a></b> about how advertising can change the <b>consumers’ perception</b> of
the value of a product and further how real and important this value becomes:<o:p></o:p></span></div>
<div class="MsoNormal">
<iframe allowfullscreen="" frameborder="0" height="360" mozallowfullscreen="" scrolling="no" src="http://embed.ted.com/talks/rory_sutherland_life_lessons_from_an_ad_man.html" webkitallowfullscreen="" width="640"></iframe></div>
<div class="MsoNormal">
<span lang="EN-US"><br /></span>
<span lang="EN-US"><br /></span>
<span lang="EN-US">TED
consolidated my ideas about the huge <b>power and responsibility that consumers
have</b> on discussions such as the one given by <b><a href="https://twitter.com/johngerzema" target="_blank">John Gerzema</a></b>. Just one of the many
stirring speeches about <b>Consumer Behavior </b>and<b> Market Research</b> that can be found
flicking through the Tags’ listing on <b>TED’s App for <a href="https://play.google.com/store/apps/details?id=com.ted.android" target="_blank">Android</a></b> and<b> <a href="http://www.amazon.com/gp/mas/dl/android?p=com.ted.android" target="_blank">iPhone</a></b>:<o:p></o:p></span></div>
<div class="MsoNormal">
<iframe allowfullscreen="" frameborder="0" height="360" mozallowfullscreen="" scrolling="no" src="http://embed.ted.com/talks/john_gerzema_the_post_crisis_consumer.html" webkitallowfullscreen="" width="640"></iframe>
</div>
<div class="MsoNormal">
<span lang="EN-US"><br /></span>
<span lang="EN-US"><br /></span>
<span lang="EN-US">But also
thanks to TED, I’ve discovered how <b>a social stigma</b> (like<b> mental illnesses</b>) can
be fought and altered with <b>humor</b>. The comedian <b><a href="https://twitter.com/Rubywax" target="_blank">Ruby Wax</a></b> shows how in this very
intelligent speech (Or should it be called stand-up comedy?):<o:p></o:p></span></div>
<div class="MsoNormal">
<iframe allowfullscreen="" frameborder="0" height="360" mozallowfullscreen="" scrolling="no" src="http://embed.ted.com/talks/ruby_wax_what_s_so_funny_about_mental_illness.html" webkitallowfullscreen="" width="640"></iframe>
</div>
<div class="MsoNormal">
<span lang="EN-US"><br /></span>
<span lang="EN-US"><br /></span>
TED even
provided me with an easy way to answer when friends ask me “but <b>what’s this thing
about meditation?</b>”, because I could never explain it better than <b><a href="https://twitter.com/andy_headspace" target="_blank">Andy Puddicombe</a></b>
in his own words<span style="color: red;">:</span></div>
<div class="MsoNormal">
<iframe allowfullscreen="" frameborder="0" height="360" mozallowfullscreen="" scrolling="no" src="http://embed.ted.com/talks/andy_puddicombe_all_it_takes_is_10_mindful_minutes.html" webkitallowfullscreen="" width="640"></iframe>
<span lang="EN-US">-<o:p></o:p></span><br />
<span lang="EN-US"><br /></span>
<span lang="EN-US"><br /></span></div>
<div class="MsoNormal">
<span lang="EN-US">Business
educator<b> <a href="https://twitter.com/EddieObeng" target="_blank">Eddie Obeng</a></b> taught me in
his electrifying speech that <b>Problem Solving</b> should be, nowadays, <b>Problem Forecasting</b>.
He says that <b>getting something wrong</b> is not always failing because in our <b>world
“<a href="http://worldaftermidnight.com/" target="_blank">after midnight</a>” </b>there’s <b>certainly </b>not enough to make <b>safe decisions</b>:<o:p></o:p></span></div>
<div class="MsoNormal">
<iframe allowfullscreen="" frameborder="0" height="360" mozallowfullscreen="" scrolling="no" src="http://embed.ted.com/talks/eddie_obeng_smart_failure_for_a_fast_changing_world.html" webkitallowfullscreen="" width="640"></iframe>
</div>
<div class="MsoNormal">
<span lang="EN-US"><br /></span>
<span lang="EN-US"><br /></span>
<span lang="EN-US">And last
but not least, TED has reminded me <b>how crucial positive thinking on life and
work is</b>. For instance, in this hilarious speech by <b><a href="https://twitter.com/shawnachor" target="_blank">Shawn Achor</a></b> I learned that the
<b>Competitive Advantage</b> is not as important as the “<b>Happiness Advantage</b>”:</span></div>
<iframe allowfullscreen="" frameborder="0" height="360" mozallowfullscreen="" scrolling="no" src="http://embed.ted.com/talks/shawn_achor_the_happy_secret_to_better_work.html" webkitallowfullscreen="" width="640"></iframe>
<br />
<div class="MsoNormal">
<br />
<br /></div>
<div class="MsoNormal">
<span lang="EN-US">So, when I
decided to create a series of Posts about the things that <b>inspire </b>me, I knew
that TED was going to be the first one. Because all <b><a href="http://www.ted.com/profiles/1581460" target="_blank">my favorite speeches</a></b><span style="color: red;"> </span>on TED give me hints how to <b>evaluate
the present </b>and also how <b>I want</b> things to be<b> in the future</b>. And that is, as I
see it, <b>pure inspiration.</b><o:p></o:p></span></div>
</div>
Alfonso Garzónhttp://www.blogger.com/profile/04287231767894283866noreply@blogger.com0tag:blogger.com,1999:blog-240866890334156908.post-71682826605278717342013-01-10T11:54:00.000+01:002013-03-15T22:24:37.537+01:00Small-scale Branding: Street Marketing for start-ups<div dir="ltr" style="text-align: left;" trbidi="on">
<div style="text-align: justify;">
<strong>Direct, Street, Gerrilla, Ambient.</strong> This different names have been given to the slightly different varieties of a same kind of Marketing actions.</div>
<div style="text-align: justify;">
This BTL advertising is characterized by being normally on the street and using its elements to attract the attention of the people passing by. Besides, this kind of actions are normally very creative and even funny. And a main feature is that <strong>they don't disturb</strong> to send their message but try to get the attention of the individuals by <strong>surprising</strong> them.</div>
<div style="text-align: justify;">
This turns them into interactive and very memorable actions, and thus <strong>its effectiveness rockets</strong>.</div>
<div style="text-align: justify;">
<br /></div>
<div class="separator" style="clear: both; text-align: justify;">
<a href="http://creatividads.files.wordpress.com/2011/06/brother_large_format_printers_poster_guerilla_ibelieveinadv.jpg" imageanchor="1" style="margin-left: 1em; margin-right: 1em;"><img border="0" height="452" src="http://creatividads.files.wordpress.com/2011/06/brother_large_format_printers_poster_guerilla_ibelieveinadv.jpg" width="640" /></a></div>
<div style="border-bottom: medium none; border-left: medium none; border-right: medium none; border-top: medium none;">
<div style="text-align: justify;">
The <b>bad part is</b> that, as many innovations and great ideas in Marketing, many people thinks that this kind of actions are only within the reach of big companies. Well, this is <b>a complete nonsense.</b> One of the features of this kind of Marketing is its posibility of being "<b>low-cost</b>".</div>
</div>
<div style="text-align: justify;">
<br /></div>
<div style="text-align: justify;">
<br /></div>
<div style="text-align: justify;">
<img height="412" src="http://creatividads.files.wordpress.com/2011/10/senaidive1-jpg.png" width="640" /></div>
<div style="text-align: justify;">
<br /></div>
<div style="text-align: justify;">
You just need a good idea to <strong>make people stop</strong> and look to your message. You have to start from <strong>a very simple idea</strong> you'd like to communicate and put it on the streets in a way that always has to be:</div>
<div style="text-align: justify;">
<br /></div>
<div style="text-align: justify;">
-<strong>Nice</strong> to bump into, whoever does it.</div>
<div style="text-align: justify;">
-<strong>Interesting</strong> to your potential consumers, telling them something</div>
<div style="text-align: justify;">
(Of course, as always, <strong>humour</strong> is a good way to acomplish this two objectives.)</div>
<div style="text-align: justify;">
<br /></div>
<div style="text-align: justify;">
Maybe you are willing to try some Street Marketing<strong> for your small business</strong>, but you are too busy to take charge of it, or you don't find capable of organizing all that is needed to set it off. In this case I recommend you to turn to a small <strong>local advertising agency</strong>.</div>
<div style="text-align: justify;">
<br /></div>
<div style="text-align: justify;">
They are going to be thrilled with the challenge, and their small size is perfect for giving you this service with a <strong>low price</strong>. Besides, being local they will be able to know how and where to <strong>reach your potential costumers</strong> in the city.</div>
<div style="text-align: justify;">
<br /></div>
<div style="text-align: justify;">
After trying <strong>Street Marketing in your small business</strong>, you'll leef how <strong>effective</strong> this kind of actions can be in a <strong>local scope</strong>.</div>
<div style="text-align: justify;">
<br /></div>
<table cellpadding="0" cellspacing="0" class="tr-caption-container" style="margin-left: auto; margin-right: auto; text-align: center;"><tbody>
<tr><td style="text-align: center;"><a href="http://1.bp.blogspot.com/-YlOxksHYRMM/UBemamnWY8I/AAAAAAAAAHs/0nhTisVy0fU/s1600/eggs_shaver.jpg" imageanchor="1" style="margin-left: auto; margin-right: auto;"><img border="0" eda="true" height="292" src="http://1.bp.blogspot.com/-YlOxksHYRMM/UBemamnWY8I/AAAAAAAAAHs/0nhTisVy0fU/s400/eggs_shaver.jpg" width="400" /></a></td></tr>
<tr><td class="tr-caption" style="text-align: center;">Do you think <strong>just big brands can use Guerrilla Marketing</strong>? By using a good idea, costumers can be reached with a really small bugdget.</td></tr>
</tbody></table>
</div>
Alfonso Garzónhttp://www.blogger.com/profile/04287231767894283866noreply@blogger.com0tag:blogger.com,1999:blog-240866890334156908.post-64551400705063767412012-11-29T00:08:00.000+01:002013-03-15T22:24:14.519+01:00Marcas de "chuches" que venden camisetas.<div dir="ltr" style="text-align: left;" trbidi="on">
<div style="text-align: justify;">
<br /></div>
<div class="separator" style="clear: both; text-align: center;">
</div>
<div style="text-align: left;">
<div style="text-align: justify;">
<span style="font-size: large;">¿Porqué algunas marcas "molan" tanto como para ser dignas de lucirse en una camiseta mientras otras sólo aparecerían vía <i>merchandising </i>en una camiseta<i> </i>que además estaría destinada a ser "camiseta de pijama"?</span></div>
</div>
<div style="text-align: left;">
<div style="text-align: justify;">
<br /></div>
</div>
<div style="text-align: left;">
<div style="text-align: justify;">
<img alt="Fotos de CAMISETA VESPA" height="449" src="http://images02.olx.es/ui/5/57/88/1271432627_88234988_1-Fotos-de--CAMISETA-VESPA-1271432627.jpg" width="640" /></div>
</div>
<div style="text-align: left;">
<div style="text-align: justify;">
<br /></div>
</div>
<div style="text-align: left;">
<div style="text-align: justify;">
Esta pregunta se ha planteado en muchas ocasiones en el mundo del Diseño. Un <b>logo</b> bien diseñado es esencial para que la marca pueda conseguir que una estrategia de <b>distribución </b><i><b>pull</b> </i>funcione. Pero la estética no es la parte más importante.</div>
</div>
<div style="text-align: left;">
<div style="text-align: justify;">
<br /></div>
</div>
<div style="text-align: left;">
<div style="text-align: justify;">
El <b>marketing</b>*, aunque cada vez más la <b>conducta de la compañía</b>, es lo que define los valores y la actitud que el público relaciona con cada marca. Y esos valores y esa actitud es lo que da <i>vida </i>a la marca. El final de la ecuación es que <b>una marca necesita vida</b> si quiere relacionarse con la gente. Nadie ama a un genérico, por eso a todos nos gusta sentirnos "especiales".</div>
</div>
<div style="text-align: left;">
<div style="text-align: justify;">
<br /></div>
</div>
<div style="text-align: left;">
<div style="text-align: justify;">
Es esta actitud lo que hace que algunas marcas se quieran vestir, porque tienen una <b>actitud </b>en la que su público quiere <b>verse reflejado</b>, unos <b>valores </b>similares o una <b>imagen </b>que quiere ser alcanzada. En muy pocas ocasiones sucede todo lo contrario. Pero muy a menudo simplemente no pasa nada, la marca no<i> nos dice</i> nada.</div>
</div>
<div style="text-align: left;">
<div style="text-align: justify;">
<br /></div>
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Viendo dos ejemplos del mundo de los productos de consumo, podemos encontrar las dos "caras de la moneda": <b>Chupa Chups y Fiesta.</b></div>
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Fiesta es un productor español de golosinas. Sus productos son de buena calidad. Y ya está. No pasa nada más.</div>
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<img alt="FIESTA" height="70" src="http://www.fiesta.es/images/fiesta_logo.gif" width="200" /></div>
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<img height="255" src="https://static.groupon.es/73/58/1328523785873.jpg" width="400" /></div>
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<br /></div>
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Chupa Chups, en cambio, intenta ser una <b>marca "love"</b> y para parte de su público lo es. Su logo (diseñado -en parte- por el mismísimo<b> Salvador Dalí</b>) aparece muy a menudo en objetos muy dispares a todo lo relacionado con los caramelos con palo. La marca es tan conocida, que decir "caramelo con palo" en España nos suena a broma.</div>
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<a href="http://25.media.tumblr.com/tumblr_mcji4aulwK1qz5ybao1_250.jpg" imageanchor="1" style="clear: left; float: left; margin-bottom: 1em; margin-right: 1em; text-align: justify;"><img border="0" height="200" src="http://25.media.tumblr.com/tumblr_mcji4aulwK1qz5ybao1_250.jpg" width="200" /></a><br />
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<img height="200" src="http://www.yourlogoresources.com/wp-content/uploads/2012/12/Chupa-Chups-Logo.jpg" width="200" /><img height="200" src="http://www.kiabi.es/images/camiseta-chupa-chups-gris-mujer-ev255_1_zc1.jpg" width="200" /><img height="435" src="https://blogger.googleusercontent.com/img/b/R29vZ2xl/AVvXsEgumUWRaDzGmzUqjuK2gMYVXPpxBavvI01XAM3nb-g3oCTpiheaZkSY_FgqoqIegZT97yjA9w8Q-oeLpB2Eef6yX7l7VD8omQon9OvEB61_Ip9sTEewlIoPUglxxdxj08rIirWL595KlJM/s640/mas_productos_chupa_chups.jpg" width="640" /></div>
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Aunque el concepto "<b>escuchar al consumidor</b>" suene a marketing moderno, este ha sido el gran acierto que ha llevado a la firma catalana a ser lo que es hoy. Su producto estrella nació así (la gente necesitaba sacarse los caramelos de la boca sin pringarse). Y como esa <i>escucha </i>les funcionó tan bien, los responsables de la empresa se acostumbraron a seguir haciéndolo. Por eso saben lo tienen que <b>decir</b>, dónde tienen que <b>estar </b>y cómo deben <b>comportarse </b>para "molar tanto".</div>
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Y así es, Chupa Chups "<b>mola tanto</b>" que la gente compra camisetas con su logo.</div>
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<table cellpadding="0" cellspacing="0" class="tr-caption-container" style="margin-left: auto; margin-right: auto; text-align: center;"><tbody>
<tr><td style="text-align: center;"><img height="431" src="https://blogger.googleusercontent.com/img/b/R29vZ2xl/AVvXsEhQRIj63LaGJEm6Tuu_o_slOCA5EIOdeL044rE0swWY-6pLfLzgOZG8n5X2Sqf2ozo2k3M_d0-dcAyBRkkUpN39ks2OQSOqgONo-QBPmtzZ71kkI5-x1IaVNc-K6uREP_LJSVQUUF0KDDA/s640/Chupa-Chups-Jumper.jpg" style="margin-left: auto; margin-right: auto;" width="640" /></td></tr>
<tr><td class="tr-caption" style="text-align: center;"><div style="text-align: left;">
En Chupa Chups están tan seguros de sí mismos, que se permiten hacer un anuncio en el que dice que "sería el fin del mundo" sin ellos.</div>
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</tbody></table>
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<b>*</b>Entiéndase Marketing con todo lo que comprende. No sólo la publicidad, sino también toda la comunicación interna, así como las estrategias de precio, distribución y RR.PP., y las decisiones sobre el producto.</div>
</div>
</div>
Alfonso Garzónhttp://www.blogger.com/profile/04287231767894283866noreply@blogger.com0Berlín, Alemania52.519171 13.40609119999999252.209892 12.760644199999991 52.82845 14.051538199999992tag:blogger.com,1999:blog-240866890334156908.post-19334025856328873662012-09-04T09:56:00.000+02:002014-12-18T10:15:25.148+01:00A nice logo<div dir="ltr" style="text-align: left;" trbidi="on">
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<a href="https://blogger.googleusercontent.com/img/b/R29vZ2xl/AVvXsEjJ3gtNdWXnqzpEmGWZgbn31GWe3qxNutqSH-6buDNCLszqP0Zv_Jkr0MoNQgNClowjF8CE1-EUgy1niO18sJMCfCzWKSnmsV1vmFv6ZVN-wUv_HfGWMDD1DeM51t3pvZ7qEEjgNbiQ0YU/s1600/logomediano.png" imageanchor="1" style="margin-left: 1em; margin-right: 1em;"><img border="0" src="https://blogger.googleusercontent.com/img/b/R29vZ2xl/AVvXsEjJ3gtNdWXnqzpEmGWZgbn31GWe3qxNutqSH-6buDNCLszqP0Zv_Jkr0MoNQgNClowjF8CE1-EUgy1niO18sJMCfCzWKSnmsV1vmFv6ZVN-wUv_HfGWMDD1DeM51t3pvZ7qEEjgNbiQ0YU/s1600/logomediano.png" height="169" width="320" /></a></div>
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<a href="https://blogger.googleusercontent.com/img/b/R29vZ2xl/AVvXsEjBh-ATY7KTsrBpT96wQGks_kE1tj7UMMF-YvW0ISc5Kx3VTT4r0ng3nRAo5o9kQj6-0oCiUBvkJNg6wJX-18YCS9hRRo26JVD9HFBmflm6fh2QnS-EKsUKXGWc0r0P0ycS0ImWMCnV8yM/s1600/logomediano.jpg" imageanchor="1" style="margin-left: 1em; margin-right: 1em;"><img border="0" src="https://blogger.googleusercontent.com/img/b/R29vZ2xl/AVvXsEjBh-ATY7KTsrBpT96wQGks_kE1tj7UMMF-YvW0ISc5Kx3VTT4r0ng3nRAo5o9kQj6-0oCiUBvkJNg6wJX-18YCS9hRRo26JVD9HFBmflm6fh2QnS-EKsUKXGWc0r0P0ycS0ImWMCnV8yM/s1600/logomediano.jpg" height="164" width="320" /></a></div>
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Alfonso Garzónhttp://www.blogger.com/profile/04287231767894283866noreply@blogger.com0tag:blogger.com,1999:blog-240866890334156908.post-33048691437639439492012-06-15T11:25:00.000+02:002012-06-15T11:25:47.249+02:00Comming back with comedy - Dads in briefsAfter some months in the "<span class="q">dry dock" of the bloggering due to proffesional reasons (I was finishing my bachelor), <strong>I'm back, ready to post again from time to time.</strong></span><br />
<br />
<span class="q">On the last months I didn't write any post, but read many, and here I bring you <strong>a proof of how deep I've became and how much I've learnt:</strong> A video about dudes in underwear...</span><br />
<br />
<iframe allowfullscreen="" frameborder="0" height="315" src="http://www.youtube.com/embed/bzAex-m7xF4" width="560"></iframe><br />
<br />
<span class="q">Two reasons pushed me to post this great idea by Saatchi & Saatchi to communicate the Reason Why of an air conditioner. The first is the importance of <strong>entries</strong> that, <strong>in a very simple and brief way</strong>, present you the novelties in the sector. A good example (in spanish) would be </span><br />
<span class="q"><a href="http://www.lacriaturacreativa.com/">http://www.lacriaturacreativa.com/</a>. </span><br />
<br />
<span class="q">The other reason is the importance of <strong>laughing every day</strong>, just like that. Could seem too obvious, but it's an idea that need to be remainded every so often...</span>Alfonso Garzónhttp://www.blogger.com/profile/04287231767894283866noreply@blogger.com0tag:blogger.com,1999:blog-240866890334156908.post-59620629646452037012012-01-04T03:30:00.000+01:002012-01-04T13:47:48.009+01:00La Credibilidad y la Sostenibilidad de las Marcas<div style="text-align: justify;">
<span style="font-family: inherit;">En la anterior entrada (<a href="http://brand-in-g.blogspot.com/2011/12/3er-aplauso.html" target="_blank">3er Aplauso</a>) hablé de la campaña "<b>Hay Razones para creer en un mundo mejor</b>" de <b>Coca-Cola</b>, y el vídeo nos viene al dedo para ilustar el tema de la credibilidad. La consistencia de la marca. Aquí lo tenéis de nuevo:</span><br />
<span style="font-family: inherit;"><br /></span></div>
<div style="text-align: justify;">
<span style="font-family: inherit;"><iframe allowfullscreen="" frameborder="0" height="360" src="http://www.youtube.com/embed/fiE8KbqQsf8" width="640"></iframe>
</span></div>
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<span style="font-family: inherit;"><br /></span><br />
<span style="font-family: inherit;">Este párrafo de <i>La ventaja Sostenible,</i> de <b>Tomás Caballero Arribas</b>, ilustra perfectamente la importancia actual de esta parte de la<i> publicity</i> de cualquier empresa.</span><br />
<span style="font-family: inherit;">"<b>Credibilidad</b>: Este es el <b>desafío </b>y la <b>oportunidad </b>de todas las marcas en general. La era de la sostenibilidad ha hecho más perentorio e importante este gran principio del branding. La credibilidad es la creencia por parte del cosumidor en la propuesta de la marca. Esta coherencia de la marca es la <b>sintonía entre lo que dice y hace la marca</b>"</span><br />
<span style="font-family: inherit;"><br /></span><br />
<span style="font-family: inherit;">Pues bien, después de ver el primer vídeo, parece que <b>The Coca-Cola Company</b> tiene algunos asuntos pendientes en este aspecto... Y lo desmuestra este vídeo lanzado por algún<b> consumidor Mexicano </b>descontento (recordemos que México es el país con mayor consumo de Coca-Cola per cápita del mundo -225 litros/persona-).</span><br />
<span style="font-family: inherit;"><br /></span></div>
<div style="text-align: justify;">
<span style="font-family: inherit;"><iframe allowfullscreen="" frameborder="0" height="360" src="http://www.youtube.com/embed/sHuZ7isfACw" width="640"></iframe></span></div>
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<span style="font-family: inherit;"><br /></span></div>
<div style="text-align: justify;">
<span style="font-family: inherit;">Este vídeo es la demostración de algo muy simple: <b>La sostenibilidad medioambiental y la social</b> [es una pena que Tomás Caballero solo se ocupe de la medioambiental en su libro] son una parte cada vez más importante de las marcas comerciales, sin importar a qué se dediquen. Y la <b>crisis </b>actual, de la que se ve como parte <b>responsable </b>a las compañías que no tienen en cuenta más que la cuenta de resultados (valga la redundancia), ha hecho que las prácticas de capitalismo feroz e inhumano a las que nos tenían acostumbrados algunas grandes empresas están cada vez más penadas. No tanto por los organismos públicos, que también, sino por la opinión publica y sus decisiones de compra, que son sin duda mucho más imponentes.</span></div>
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<span style="font-family: inherit;"><br /></span></div>
<div style="text-align: justify;">
<span style="font-family: inherit;">Hay algunos datos en ese vídeo que son bastante escalofriantes, como las miles de toneladas de basura en que genera el negocio de la compañía por seguir el modelo de reciclar hacia abajo (<i>recicling) </i>en vez de hacia arriba (<i>upcicling</i>) propuesto en la obra <i><b>Cradle to Cradle</b></i>, de <b>Michael Braungart<span style="line-height: 19px;"><span style="font-family: inherit;"> y </span></span>William McDonough </b>que ya es un clásico de los doctos en el tema de la sostenibilidad.</span></div>
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<span style="font-family: inherit;"><br /></span><br />
<span style="font-family: inherit;">En este aspecto es verdad que hay que romper una lanza en favor de Coca-Cola por sus [tímidas] acciones para aumentar su sostenibilidad. He aquí el <a href="http://fundacion-antama.org/coca-cola-lanza-envases-de-plastico-elaborados-a-partir-de-plantas/" target="_blank"><span style="font-family: inherit;">li</span>nk</a> con un ejemplo. Pero les queda muchísimo que hacer. Y su mayor <b>reto </b>(pero tambíén su mayor <b>oportunidad</b>) es el del problema, o más bien problemón de la<b> escasez de agua potable</b> en muchas partes del mundo. La forma que tenga la empresa de lidiar con estos temas</span> (o de ignorarlos) <span style="font-family: inherit;">marcarán el futuro del branding de la marca. Seguro.</span></div>Alfonso Garzónhttp://www.blogger.com/profile/04287231767894283866noreply@blogger.com1tag:blogger.com,1999:blog-240866890334156908.post-12087904961319789242011-12-22T02:13:00.000+01:002013-03-13T18:42:00.238+01:00Applause (3rd) (SPA)<div dir="ltr" style="text-align: left;" trbidi="on">
<iframe allowfullscreen="" frameborder="0" height="376" src="http://www.youtube.com/embed/ICws_wMsKXM" width="680"></iframe>
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Esta vez el aplauso es en español. No solo porque la campaña
que se lleva la tercera felicitación de BRAND-IN-G es española, sino porque hay
que serlo para que se te erice el cabello con esta bella historia patrocinada
por <b>Campofrío</b>.<o:p></o:p></div>
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Y es que este anuncio no es un anuncio. La marca Campofrío
es una mera excusa para contarnos un cuento de esperanza. Un cuento de esos que un padre susurra sentado
en la cama al hijo que ha tenido un mal día en el colegio.</div>
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La <b>maldita crisis</b> es un nuestro mal día en el colegio, y necesitamos
la esperanza de saber que no es para tanto, y que tener confianza en que todo va
a ir a mejor es el primer paso para que realmente ocurra.</div>
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<b>Coca-cola</b> también intentó subirnos el moral hace un tiempo,
y lo sigue intentando en concordancia con su línea de comunicación basada en la
felicidad. La campaña "<b>Razones para creer en un mundo mejor</b>", de ser actual, bien podría merecer otro aplauso.</div>
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Pero además este aplauso a Campofrío no lo estoy dando sólo yo. Habiendo
sido estrenado esta misma semana. El anuncio ya está “on fire” en las <b>redes
sociales</b>. Es lógico, a todo el mundo le gusta el mensaje que transmite y la historia está
genialmente contada.</div>
<div style="text-align: justify;">
Como amante del humor reconozco, además, que me toca en el fondo del corazón este conmovedor homenaje al gran padre del humor en España, <b>Don Miguel Gila</b>. Y más si éste consigue reunir a tantos grandes humoristas.</div>
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La marca aparece muy poco en los dos minutos y medio que
dura la versión completa del spot, y aún así es muy probable que el éxito de
esta campaña se vea reflejado en las ventas de <b>Campofrío</b>, que ya no es una más de
las marcas de embutido de este país, porque ahora nos cae bien.</div>
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Alfonso Garzónhttp://www.blogger.com/profile/04287231767894283866noreply@blogger.com1tag:blogger.com,1999:blog-240866890334156908.post-39131373797685531072011-12-15T20:25:00.000+01:002013-03-13T18:30:10.343+01:00Brandin-4G and the "SMART-use-of-the-PHONE" movement<div dir="ltr" style="text-align: left;" trbidi="on">
<div style="text-align: justify;">
The
downloading and usage of <b>Smartphone applications</b>
have rocketed in the last 2 years, from being just a far-off novelty, to become
our daily bread. And this trend is going to continue for the next years<sup>(1)</sup>. In February a survey said that more than 70% of smartphones users
had up to 30 apps<sup>(2)</sup>, which means nowadays they might be even more.<br />
<br /></div>
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<div style="text-align: justify;">
<span lang="EN-US">All this
information is enough reason for companies for trying to use this new platform to
offer their content -<b>audiovisual</b>
companies-, to reach more clients and reach them better -<b>services</b> companies- and to interact and get publicity -any company
in search for <b>branding</b>-. </span>This is why “<b>mobile marketing</b>” is now one
of the focuses for advertisers, publicists and media
planners. All they try to find the way to get a share of the time consumers
spend nowadays in front of this small screen.</div>
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<span lang="EN-US"><br /></span></div>
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<span lang="EN-US">But now, I
put on the consumer hat, and see how we spend the time that we pass in front of
our phones. And, at the same time I see some great advantages of using Smartphone
applications, I also realize of some <b>hazards</b>
when using them.<o:p></o:p></span><br />
<span lang="EN-US"><br /></span></div>
</div>
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<div style="text-align: justify;">
<span lang="EN-US">For
example, <b>WhatsApp</b> is so useful and widespread
that saves us from the insane charges for SMS messages<sup>(3)</sup>. But on
the other hand, more that 1 billion messages are sent each day by this medium<sup>(4)</sup>,
which means a huge amount of time spent texting someone that is not with us,
and this is done many times accompanied by someone.<o:p></o:p></span><br />
<span lang="EN-US"><br /></span></div>
</div>
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<div style="text-align: justify;">
<span lang="EN-US">Many times
we have the impolite habit of using our <b>Smartphone apps</b> when being with other
people, this commercial (that surprisingly comes from a Mobile Operator) shows how all this takes a toll on us.<o:p></o:p></span></div>
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<br /></div>
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<div style="text-align: justify;">
<iframe allowfullscreen="" frameborder="0" height="480" src="http://www.youtube.com/embed/wf_dzUamjwg" width="640"></iframe>
</div>
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<span lang="EN-US">By far, most
used apps are Social Networks and games<sup>(5)</sup>, which means that the time
while going by train or bus, that we used to spend on reading, studying or just
reflecting on our lives, now we use is to play <b>Angry birds </b>or look pictures and comment of “friends”.<o:p></o:p></span><br />
<span lang="EN-US"><br /></span></div>
</div>
<div class="MsoNormal">
<div style="text-align: justify;">
<span lang="EN-US">Research
shows that <b>Facebook</b> is the most
popular Smartphone app among Android users in the U.S.<sup>(6)</sup> (and I
think probably in the rest of the world as well). That is, being all the time
in front of our computers “connected” with our friends is not enough? How often
we don’t meet in person with our friends because we “don’t have time”?<o:p></o:p></span><br />
<span lang="EN-US"><br /></span></div>
</div>
<div class="MsoNormal">
<div style="text-align: justify;">
<span lang="EN-US">Technology should be a weapon to enjoy more our lives, not to become
zombies that live through it. </span>This is the
main thought of the new <b>movement “SMART-use-of-the-PHONE”</b>, an initiative to support the responsible use of Smartphones and apps,
making the best of all its potential but refusing to waste our lives looking to
a phone screen. We all should think about it.</div>
</div>
<div style="text-align: justify;">
<br /></div>
<div style="text-align: justify;">
<br /></div>
<div style="text-align: justify;">
(1)- <a href="http://www.vecdis.es/?p=1664">http://www.vecdis.es/?p=1664</a> (Spanish)</div>
<div class="MsoNormal">
<div style="text-align: justify;">
<span lang="EN-US">(2)- <a href="http://conversations.nokia.com/2011/02/01/build-up-your-appitype/">http://conversations.nokia.com/2011/02/01/build-up-your-appitype/</a></span></div>
<div style="text-align: justify;">
<span lang="EN-US">(3)- <a href="http://gearburn.com/2011/09/whatsapp-rocks-and-will-kill-sms/">http://gearburn.com/2011/09/whatsapp-rocks-and-will-kill-sms/</a></span></div>
</div>
<div style="text-align: justify;">
(4)- <a href="http://www.bgr.com/2011/10/31/whatsapp-users-now-send-over-1-billion-messages-each-day/">http://www.bgr.com/whatsapp-users-send-over-1-billion-messages-each-day/</a>
</div>
<div style="text-align: justify;">
(5)- <a href="http://www.marketingnews.es/tendencias/noticia/1054354029005/estudio-desvela-habitos-usuarios.1.html">http://www.marketingnews.es/noticia/estudio-usuarios.html</a> (Spanish)</div>
<div style="text-align: justify;">
(6)- <a href="http://blog.nielsen.com/nielsenwire/?p=30327&shareadraft=baba30327_4ee1215729884">http://blog.nielsen.com/nielsenwire/?p=30327&_4ee1215729884</a></div>
</div>
Alfonso Garzónhttp://www.blogger.com/profile/04287231767894283866noreply@blogger.com2