El talento


Manuela Battaglini

Talento

Voy a empezar este post con una frase que estarán hartos de escuchar en estos últimos años. “Todas las personas poseen talento, y todas, sin excepción, son capaces de conseguir lo que se proponen. Sólo hay que saber cómo”.

Esta afirmación la escuchamos y la leemos todos los días, junto a la otra expresión que versa que es la creatividad la única que nos va a salvar en estos tiempos de crisis. Pero, permítanme que les diga que yo no veo a más personas talentosas ni a más personas creativas. Por lo tanto, si esto es así, es que hay algo que está fallando, porque tenemos delante de nosotros un panorama idílico para explotar nuestro potencial y triunfar y, en cambio, no veo casos de éxito como debería corresponder.

Esta carencia está relacionada con varios aspectos de nuestra vida actual. Uno de ellos es la enseñanza y los educadores. Hoy en día, los profesores se quejan de que sus alumnos no están incentivados, que no quieren prosperar y que son conformistas. Incluso se preguntan a sí mismos: Pero, ¿a dónde se ha ido el talento? Y la respuesta es: el talento está delante de tus narices. En cada uno de tus alumnos, pero también es labor del maestro indicarles cuál es el camino para encontrarlo fomentando la pasión por lo que les gusta y no limitándose a transmitir lo que saben.

Cuando me fui a estudiar a Italia, me encontré con una grata sorpresa, y fue el mecanismo de enseñanza que impartían en la Universidad. Cada asignatura era impartida en un aula distinta. Según lo que se explicara, se impartía la lección en un aula que fomentase la percepción de la explicación de la materia, e incluso, dentro de la misma asignatura cambiábamos de espacio llegando a impartir la lección dentro de una iglesia. ¡Esto, en muchos sitios, es impensable!

¡Pero este mecanismo no tenía otro objetivo que transmitir pasión! Pasión por lo que aprendes, pasión por lo que quieres ser y pasión por conseguir tus objetivos. Esto es lo que escasea actualmente: maestros que transmitan pasión y, por lo tanto, que fomenten pasión. Leer más “El talento”

Employee Benefits


Domino's Pizza UK & IRL plc
Image via Wikipedia

– Noreen O’Leary
In the battle to win over consumers during difficult economic times, marketers are sending their employees to the front lines. The trend seems to be accelerating. Last week, Zappos introduced a new pitch with puppets fronting actual recordings of employee customer service calls. Last month, Lowe’s launched a campaign with store associates advising cash-strapped DIY consumers.

Those campaigns come after several others celebrating the rank and file. Over the past year or so, Southwest Airlines, Ford, Domino’s, Bank of America, General Electric, Exxon Mobile and Verizon have featured staffers or actors playing them.

The use of workers to humanize corporate entities has been a time-honored marketing tradition, of course. But in an era of Web 2.0 transparency, their visibility takes on greater meaning, signaling the higher importance of customer service in the marketing mix. More subliminally, as America’s battered consumers have lost faith in the institutions they hold responsible for the current economic mess—and anger toward corporations behind massive layoffs—staffers offer a kind of peer credibility as corporate advocates.

Companies whose images had taken a public flogging often made use of the tactic.  Bank of America used associates in blunt, no-frills ads with the unscripted spots addressing “stressed” consumers, those who had lost their jobs and others just trying to survive. “We weren’t there to sell to them, but just to let them know we were trying to work with them,” explained Meredith Verdone, BofA brand and advertising executive. “The reaction we got was how it humanized the bank, which was important to rebuilding trust.”

Last summer, General Electric employees personified CEO Jeff Immelt’s public remarks about the imperative for American manufacturing renewal. In commercials like “Wrench,” GE staffers from its aircraft, engine, healthcare and energy businesses participated in a relay toss of a wrench around their respective units, with a voiceover describing GE as a company creating “innovation today for America’s tomorrow.” Said Judy Hu, GE global executive director, advertising and branding: “We focused on the idea that we innovate with technological solutions to solve the world’s toughest challenges, but what we do everyday is just as important.” Leer más “Employee Benefits”

Apple’s future won’t be brought to you by the letter ‘i’


The default Home screen of the iPhone shows mo...
Image via Wikipedia

JULIAN LEE AND ASHER MOSES

Apple has been dealt a severe blow having been told that it no longer has a monopoly on the letter “i” as part of the name for its products.

A trademarks tribunal has knocked back Apple’s bid to stop a small company from trademarking the name DOPi for use on its laptop bags and cases for Apple products.

Apple argued that the DOPi name – which is iPod spelt backwards – was too similar to its own popular portable music player, which has sold in excess of 100 million units worldwide.

Apple has long since relied on its legal muscle to pursue any individual or company it sees as infringing on its copyright and trademarks.

But its ambitions to make widespread claims on the letter “i” came to a grinding halt when the tribunal rejected Apple’s claim that punters might be confused into thinking that they were buying an Apple product.

While the case does not affect Apple’s current trademarks, companies wanting to use the “i” prefix will have a better chance of getting away with it, lawyers say.

It is just the latest in a string of David and Goliath battles. In the one corner is Apple with a market capitalisation of close to $US200 billion, making it the fourth largest publicly traded American company, and, in the other, is Wholesale Central, based in Sydney’s western suburbs that, in the six months to the end of June 2007, had sales of $71,000. Leer más “Apple’s future won’t be brought to you by the letter ‘i’”

Celebrities en ropa interior, para ¿subir? la autoestima femenina


Cosmopolitan se ha propuesto mejorar la autoestima de todas sus lectoras con Body Love, una nueva sección donde las mujeres conocerán técnicas para “quererse y sentirse realmente única”, explica la publicación en un comunicado.

Varias celebrities se han unido a esta iniciativa, y en el número de abril de Cosmopolitan cuentan sus experiencias personales para desmitificar la apariencia física como sinónimo de éxito, además de posar en ropa interior para mostrar su cuerpo “con honestidad”.
Miriam Giovanelli, Carla Nieto, Cecilia Freire, Itziar Miranda, Cristina Serrato, Tania Llasera, Angy, Andrea Dueso y Vinila Von Bismark, conforman el elenco de mujeres que abanderan el proyecto Body Love, con Pilar Rubio a la cabeza, quien ha afirmado a la publicación en una entrevista que el secreto de su éxito “va mucho mas allá de la apariencia física”.

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http://www.brandlife.es/

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Nine Tips for Open Innovation


March 14, 2010 Open Innovation
by Stefan Lindegaard
//

Last week, I attended an open innovation session led by General Mills. Among the distributed materials, I found nine tips for open innovation by Peter Erickson, their Sr. VP of Innovation, Technology and Quality.

The tips are based on General Mills’ successful collaborations with external innovators. I like them and since I believe they are universal, I want to share them with the open innovation community. Here they are:

• Create a differentiated opportunity. Be prepared to articulate how your product, idea or technology is unique and better than anything on the market.

Test your innovation. You’ll be able to speak to market interest and consumer or retailer reaction if you’ve previously placed your innovation before these audiences.

• Be selective. Avoid courting multiple corporate partners. Companies want to know you are as dedicated to them as they are to you.

• Find a contact to be your champion. Within a large company it’s essential to have a “tour guide” which is why all of General Mills’  external partners are matched with specific employees.

• Do your homework. Educate yourself on your partner’s key business line, strategies, industry and competitors.

Connect the dots. Make the connection between your innovation and the company’s business model and brand.

• Demonstrate you can deliver. Describe your team’s experience, your innovation’s scalability and any validation needs (e.g. health claims).

• Have a business model in mind. Communicate your desired opportunity but stay flexible.

• Part on good terms. If a company opts to pass on an opportunity, leave the door open to future collaboration.

http://www.15inno.com/2010/03/14/nine-tips-for-open-innovation/

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Ford y Microsoft tratan de averiguar cuántos caben en un Ka


En 2009, Microsoft se interesó por las predilecciones de los miembros de la comunidad Windows Live Messenger a la hora de adquirir un coche. Entre las conclusiones extraídas del sondeo, la compañía de Gates se quedó con dos: por un lado, que la personalización y la tecnología incorporada en el vehículo son dos características básicas a la hora de decidirse por un modelo u otro, y por otro, la elección del Ford Ka como su coche favorito de entre los de pequeño tamaño.


Sólo unos meses después, Ford y Microsoft presentan el nuevo Ford Ka Messenger, “el coche de tu comunidad”, una edición limitada y exclusiva de 500 unidades que incorpora el nuevo Windows Phone HTC Touch 2 con navegador GPS integrado y Messenger. El lanzamiento del vehículo viene precedido por la campaña ‘Cuantoscabenenunka’.
A finales de febrero, Ford y Microsoft lanzaban el site www.cuantoskabenenunka.com con el objetivo de que los internautas invitaran al mayor número de amigos posibles para meterlos, de forma virtual eso sí, en la nueva edición limitada y exclusiva del Ford Ka Windows Live Messenger. Leer más “Ford y Microsoft tratan de averiguar cuántos caben en un Ka”

Nielsen 2010 Social Media Report


nielsenonlinebmp

Nielsen Online released their “Nielsen 2010 Social Media Report” today which has a wealth of statisitcs on the social media landscape here in Australia.

Among the findings:

  • 9 million Australians now interact via social networks
  • content sharing is the most popular activity
  • 4 in 5 Australian Internet users have shared a photo
  • Twitter usage grew by 400% in 2009
  • Nearly 3/4 of Australians read a wiki
  • 2 in 5 Australians interact with companies via social networks

Read a PDF of today’s press release.

http://www.asiadigitalmap.com

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La Fórmula 1 vuelve a la parrilla con rebajas para los anunciantes


Felipe Massa driving for Scuderia Ferrari at t...
Image via Wikipedia

Este fin de semana la Fórmula 1 vuelve a la parrilla de salida en un año donde se nota la estampida fugaz de anunciantes y de marcas de coches que dejan de apostar por la competición, que destaca por los altos costes de producción.

Tras la retirada de Honda y la huida de muchos patrocinadores, que abandonaron a los equipos debido a la crisis económica, como fue le caso de Mutual Madrileña, o como ocurrió en el caso de ING Directo, que rescindió su contrato con Renault debido al escándalo generado por la escudería.

Dado que el precio de un monoplaza puede rondar el millón de euros, las escuderías necesitan amortizar sus gastos incluyendo en sus alerones o en las vestimentas de los pilotos los nombres de marcas asociadas pero en esta temporada se verán grandes rebajas por la crisis que ronda a deporte.

Las empresas asociadas a un equipo pueden estar relacionadas con el sector automovilístico, como es el caso de Shell o simplemente ser compañías que quieren ver su nombre asociado a la potencia de los circuitos, como es el caso del Banco Santander.

El banco de origen cántabro constituye un ejemplo de cómo se utiliza este deporte para posicionarse, ya que por un lado la marca está asociada a la escudería Ferrari, con la cual comparte colores pero sin dejar de patrocinar al piloto de la competencia Lewis Hamilton, que lo ayuda a consolidarse en los mercados del Reino Unido. Leer más “La Fórmula 1 vuelve a la parrilla con rebajas para los anunciantes”

La elección de marcas varía durante el día, según una consultora


Una consultora australiana diseñó un mapa de las elecciones de marca a lo largo del día, un esquema que muestra las profundas asociaciones que hacen los consumidores entre sus actividades cotidianas y las enseñas que usan para llevarlas a cabo.

Según la encuesta, las marcas asociadas a la mañana son las de productos de aseo personal, como Gillette, Rexona y Colgate más algunas herramientas como el iPhone, Twitter y otras enseñas de vestir como Zara o Campers.

A medida que trascurre la mañana se intensifica el recuerdo y el uso de marcas asociadas a internet y a la informática como Apple, Firefox, Twitter y las herramientas de Adobe.

Esta radiografía de tendencias muestra que a pesar de las incursiones de marcas de alimentos locales, la tendencia a rememorar las enseñas tecnológicas se mantiene hasta que los consumidores se duermen.

“Sería interesante ver cómo la misma radiografía evoluciona en los próximos meses, cómo las marcas cambian su posición en la vida de la gente”, dijo la página PDFK sobre el estudio.

http://www.marketingdirecto.com/actualidad/anunciantes/la-eleccion-de-marcas-varia-durante-el-dia-segun-una-consultora/

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My Bike Number


Registering bicycles to make them easier to track down if lost or stolen isn’t new. Many bike retailers put identification numbers on bike frames, and in some cities you can register bicycles with the police. The problem is that these methods are generally only effective at the local level. Enter German startup MyBikeNumber. Launched in December 2009, MyBikeNumber is a free online service that lets consumers register their bicycle and components, or search for them worldwide.

Users register their bike on the MyBikeNumber site using the frame number, and add photos to the profile page to help visually identify their bike. Registered bikes are allocated a unique QR code, which can be printed as a sticker and affixed to the frame. The code can be read by many mobile devices. MyBikeNumber also allows bike retailers to register their entire inventory under a single “dealer code”. Registered cycles can be reported as stolen or lost, or recorded as sold to a new owner, through the site.

Consumers can visit the site and check the unique identifiers to ensure that the bicycle they are looking to purchase is not stolen. In the event that a bike is found to be stolen, a message can be sent securely through the site to inform the rightful owner.

According to the FBI, there were 221,936 bicycle thefts in the United States in 2008. Globally, the number of bikes reported stolen annually is estimated at 1.5 million. MyBikeNumber aims to help bike owners worldwide avoid becoming a statistic. Could this be a model worth emulating to trace other possessions vulnerable to theft? (Related: Lost & found in the 21st century.)

Website: www.mybikenumber.com
Contact: press@mybikenumber.com

Spotted by: Bjarke Svendsen

http://springwise.com/

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25+ Beautiful And Creative Business Card Ideas


By AN Jay

// //

With all the business cards we’ve being flooded these days, it is always nice to find a business card that stands out from the rest and adds a little attractiveness to your card. Here’s a clever and useful little business card design that perfectly expresses the mission of the company it represents.

It doesn’t matter in which business you are, a professionally designed business card is as important as your identity. Let’s take a look at these outstanding business cards which show that there are truly no limits to the design of a business card.

You are welcome if you want to share more creative business card designs which our readers/viewers may like. Do you want to be the first one to know the latest happenings at SmashingApps.com just subscribe to our rss feed and you can follow us on twitter and do not forget to become our fan on facebook as well.

SheetSeat Business Card

businesscard

Jobless Writer

businesscard

Caddy Shack Business Card

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King Content: Clarity In Digital Writing


Author Faelan
Just as content comes before design, so too does it precede digital/copywriting.

For the same reason that you set out a copy deck for a website, storyboard ideas, and create sitemaps, you should also prepare for your blog. There’s so much noise out there in the blogosphere. Bad writing is an incessant drone that not only fails to communicate much of anything, but, worse, drowns out the ideas of the good blogs.

To make sure your posts “pop,” attack them like you would a site launch or a campaign. Is everything following through on a single message? Is it consistently well organized throughout the posts? You get the idea…

Before you write, write.

Jot down your idea. That old saying from grade school is true: “writing down helps you to remember.” When you are finished with your article (and it should be approached as an article, but more on that later). You can look back at your original idea on a scrap of paper and ask yourself, “Is everything I wrote related to that idea?”

If you’re writing for a product or service this is equally — if not more — important. You must be creating a stand-alone narrative, or be on track with the existing story of your brand. Remember that above all else. As great design with no idea is just a pretty picture, so words without an idea are useless, which brings me to my next point…

Don’t waste time, especially a reader’s.

Try this little experiment: sit down and begin writing on a topic without any forethought. Give it a go as long as you can and then stop. Edit it if you like. Then, do a basic outline for another post and write that one. I guarantee the latter will be more direct and a much smoother read. Leer más “King Content: Clarity In Digital Writing”

Liderazgo para la recuperación de la crisis y liderazgo en recuperación


En el contexto de la crisis, muchos directivos regresaron a las viejas prácticas de la supervisión y el control. Ahora que lo peor parece haber quedado atrás, es momento de reflexionar sobre la recuperación del liderazgo…
Por Fabiana Gadow

En contextos de crisis, es común visualizar que quienes ejercen roles de supervisión tienden a volver a las clásicas funciones más gerenciales de planificar, administrar y controlar, incluso burocráticamente.

La revisión de presupuestos y la reducción de costos, más que nunca, pasan a ser prioridad en la agenda.

¿Cuál es el riesgo? Olvidar en el cajón aquellas cualidades de liderazgo que, bien complementadas con las tareas administrativas, pueden ayudar a una organización a superar estas situaciones airosamente y con ventaja competitiva.

A medida que la economía ingresa en un sendero de recuperación, esas competencias distintivas de un líder resurgen como imperiosas. Así, se toma conciencia de que si se hubieran sostenido durante la crisis, el costo de oportunidad de reforzarlas, desarrollarlas o volver a captarlas, sería menor. Leer más “Liderazgo para la recuperación de la crisis y liderazgo en recuperación”

Marketing: Who are Our Brand Influencers Online?


A tag cloud with terms related to Web 2.
Image via Wikipedia

Do we value the opinions of our friends on the internet? An article by the Ad Contrarian suggests that about 75 percent of us do not trust friends as ‘credible sources of information about products or companies’. The implication is that companies may need to re-evaluate their approach on the internet; after all, why tap into online marketing if it cannot drive consumer spend?

Offline: Trust is Physical Proximity

In marketing circles, our friends are known for their ability to influence our personal buying behaviour. Physical proximity allows trust to be easier to convey, and conversation to be more infectious thereby seeding brand influencers among friends i.e. the iPad enthusiast. The problem is that this only works in the real world where conversation happens within smaller groups. Leer más “Marketing: Who are Our Brand Influencers Online?”

SMU Employs Social Media To Attract Potential Students


In Singapore, meritocracy is a a fundamental principle in the education system. Academic grades are considered as objective measures of the students’ ability and effort and having good academic credentials is seen as the most important factor for the students’ career prospects in the job market. How far you agree with the system; that I leave to you.

Amongst the local universities in Singapore, there’s only one that caught my attention; Singapore Management University (SMU). With the rise of popularity in using social media, SMU took that in their stride and naturally went on to set up a Twitter and Facebook page account; SMU Admissions and @SMUadmissions respectively.

SMUtwitter Leer más “SMU Employs Social Media To Attract Potential Students”