“El 80% de los anunciantes no está preparado para escuchar”, D. Rayo

“El consumidor ha cambiado. Ya no se trata de tú y ellos, sino de nosotros”, explica Rayo. Uno de los principales cambios de estos consumidores es que están todo el día conectados y conviviendo en las redes sociles, y no es distinto en Latinoamérica. “Sólo algunos son los que se atreven a acercarse a los consumidores de esta forma, son los que más control tenemos de la tecnología”, asegura. Todo radica en un “diáologo digital”, pero considera que “el 80% de los anunciantes no está preparado para escuchar”.


La division de los medios de comunicacion, la era digital, el cambio del consumidor y su forma de conectarse. De todo esto habló David Rayo Vega, mananing director de GroupM Interaction Latinoamérica y EEUU Hispano, en su charla “Offline vs Online, La guerra de los Mundos” durante el OMExpo Latino en Sao Paulo.

Según Rayo, los cuatro grandes retos a los que se enfrenta el sector son:
– interactividad: hay que hacer uso de ella más que nunca
– fragmentación: tanto de medios como de audiencias
– publicidad: “tenemos que contar que queremos comunicarnos”
– envolver a la gente Continuar leyendo «“El 80% de los anunciantes no está preparado para escuchar”, D. Rayo»

Coca-Cola replaces Football League title sponsorship with new deals

Coca-Cola will become an official partner of both The Football League and The Scottish Premier League (SPL) and will be able to use the affiliation across advertising.

It will also use the sponsorship to further develop its online engagement strategy and will launch a series of schemes to allow fans to connect with their clubs and the wider community.


By Joe Thomas

LONDON – Coca-Cola Great Britain has struck two three-year partnerships with The Football League and The Scottish Premier League, following the end of its title sponsorship of the Football League competitions across England and Wales.

npower replaces Coca-Cola as the title sponsor of The Football  League
npower replaces Coca-Cola as the title sponsor of The Football League

The soft drinks company had been title sponsor of the Football League since 2004 and created promotional campaigns such as ‘Win a Player’ and ‘Club Colours’. Continuar leyendo «Coca-Cola replaces Football League title sponsorship with new deals»

The Big 5 Huge Sucking Sounds For Your Time

Yesterday was an interesting day for me. Interesting in that I was in my office almost the entire day and got very little work done. Interesting because it pissed me off, yet I was in such a mental fog that the best thing for me to do was just to get up and leave.

hourglass We’ve all had days like this. You start the day, full of piss and vinegar and ready to tackle your business, only to get mired down by your own disorganization. At the end of the day, you wonder what happened.

Well, I’ve thought about it. And I’ve identified the big 5. These 5 things are the huge sucking sounds for our time. Unfortunately, too, bloggers are particularly prone to these big 5.


Yesterday was an interesting day for me. Interesting in that I was in my office almost the entire day and got very little work done. Interesting because it pissed me off, yet I was in such a mental fog that the best thing for me to do was just to get up and leave.

hourglass We’ve all had days like this. You start the day, full of piss and vinegar and ready to tackle your business, only to get mired down by your own disorganization. At the end of the day, you wonder what happened.

Well, I’ve thought about it. And I’ve identified the big 5. These 5 things are the huge sucking sounds for our time. Unfortunately, too, bloggers are particularly prone to these big 5. Continuar leyendo «The Big 5 Huge Sucking Sounds For Your Time»

Four Words That Will Stop China Eating Your Lunch

Still a business & Style icon : Gordon ‘Greed is Good’ Gekko.

Lord Digby Jones wrote a great piece in the Sunday Times today that made him sound like a modern day Gordon Gekko. Since Wall Street 2 has sadly been put back until September 24th, I guess I’ll have to live with these fine words from the Minister of State for UK Trade & Investment in the meantime…

We live in a world where China wants your lunch, and India wants your dinner. This century belongs to Asia, and if we’re going to trade our way out of this economic malaise, we can’t rely on price to do it. Lord Digby Jones

Only last week I was encouraging a client not to compete on price. “Only one company can ever be the cheapest” I said, “…and chances are it’s not you“. Everyone else must therefore compete on price, great design and great branding in order to stand out in a very crowded market place.

There are four words companies need to compete: QUALITY, VALUE-ADD, INNOVATION and BRAND. By innovation, I don’t mean invention; it might be taking an idea to market like ‘how do you check people in at a hotel’. By brand, I mean building a reputation in your sector for doing things like training your people better every day.


by jeremywaite

Still a business & Style icon : Gordon ‘Greed is Good’ Gekko.

Lord Digby Jones wrote a great piece in the Sunday Times today that made him sound like a modern day Gordon Gekko. Since Wall Street 2 has sadly been put back until September 24th, I guess I’ll have to live with these fine words from the Minister of State for UK Trade & Investment in the meantime…

We live in a world where China wants your lunch, and India wants your dinner. This century belongs to Asia, and if we’re going to trade our way out of this economic malaise, we can’t rely on price to do it.  Lord Digby Jones

Only last week I was encouraging a client not to compete on price.  “Only one company can ever be the cheapest” I said, “…and chances are it’s not you“.  Everyone else must therefore compete on price, great design and great branding in order to stand out in a very crowded market place.

There are four words companies need to compete: QUALITY, VALUE-ADD, INNOVATION and BRAND.  By innovation, I don’t mean invention; it might be taking an idea to market like ‘how do you check people in at a hotel’.  By brand, I mean building a reputation in your sector for doing things like training your people better every day. Continuar leyendo «Four Words That Will Stop China Eating Your Lunch»

Facebook we have a problem

Leo Laporte is now claiming that Facebook is deleting and banning a radio station’s Facebook identity to allegedly remove comments about Facebook’s privacy stance.

This worries me a LOT more than whether or not you’ve taken private details like our social graph and forced them to be public.

This is about a loss of trust and goes WAY deeper than privacy.

I can’t trust that you care about my content or my business.

We have a problem.

When will you come and talk to us about this problem we are all having with you?

And I get a new email from someone who has gotten removed from Facebook every week like this one. I’m tired of this, when will you build a system to handle these kinds of complaints and handle them fairly?

All of these items remove our trust in your service. What are you going to do to regain our trust?


This is icon for social networking website. Th...
Image via Wikipedia

May 23, 2010 By Robert Scoble

Leo Laporte is now claiming that Facebook is deleting and banning a radio station’s Facebook identity to allegedly remove comments about Facebook’s privacy stance.

This worries me a LOT more than whether or not you’ve taken private details like our social graph and forced them to be public.

This is about a loss of trust and goes WAY deeper than privacy.

I can’t trust that you care about my content or my business.

We have a problem.

When will you come and talk to us about this problem we are all having with you?

And I get a new email from someone who has gotten removed from Facebook every week like this one. I’m tired of this, when will you build a system to handle these kinds of complaints and handle them fairly?

All of these items remove our trust in your service. What are you going to do to regain our trust? Continuar leyendo «Facebook we have a problem»

Retire Ronald McDonald…?

The Chicago Tribune reported McDonald’s has no intention of retiring Ronald McDonald, with company CEO Jim Skinner declaring, “[Ronald] is a force for good…he does not hawk food.” Um, what planet is this guy living on? If Ronald is not hawking food, it’s only because the fast feeder’s menu items are not technically food. And if you can’t draw a direct connection between the red-haired icon and the childhood obesity epidemic, well, you’ve probably had one McFlurry too many.

McDonald’s says it won’t retire Ronald

By Wailin Wong | McDonald’s Corp. Chief Executive Jim Skinner was unequivocal in his support of company mascot Ronald McDonald, who came under fire from two investors at the company’s annual meeting Thursday.

“Ronald McDonald is not retiring,” Skinner said, prompting the audience to applaud. Skinner added sternly: “He is a force for good…he does not hawk food.”
Deborah Lapidus, senior organizer at Corporate Accountability International, had called for the retirement of Ronald McDonald and the end of marketing to children


Ronald McDonald (Delft, Netherlands), august 2005
Image via Wikipedia

The Chicago Tribune reported McDonald’s has no intention of retiring Ronald McDonald, with company CEO Jim Skinner declaring, “[Ronald] is a force for good…he does not hawk food.” Um, what planet is this guy living on? If Ronald is not hawking food, it’s only because the fast feeder’s menu items are not technically food. And if you can’t draw a direct connection between the red-haired icon and the childhood obesity epidemic, well, you’ve probably had one McFlurry too many.

McDonald’s says it won’t retire Ronald

By Wailin Wong | McDonald’s Corp. Chief Executive Jim Skinner was unequivocal in his support of company mascot Ronald McDonald, who came under fire from two investors at the company’s annual meeting Thursday.

“Ronald McDonald is not retiring,” Skinner said, prompting the audience to applaud. Skinner added sternly: “He is a force for good…he does not hawk food.”
Deborah Lapidus, senior organizer at Corporate Accountability International, had called for the retirement of Ronald McDonald and the end of marketing to children. Continuar leyendo «Retire Ronald McDonald…?»

The Power of the Brand as Verb

That’s why companies acquire trademarks, after all. By controlling the use of their brand name, businesses hope to put off the day when the name grows so popular that it defines all similar products on the market. When that happens, a brand has been lost to “genericide,” lawyers say. That means that the term is so prevalent, or generic, that it no longer sticks to a single company.

Yet, as the Bing example shows, the speed at which reputations are made and destroyed in the Internet age has changed the thinking about the danger of brand names’ becoming verbs. Better to get the market share when you can and worry later, when the brand becomes part of the popular vernacular and less distinctive in the process.


Image representing New York Times as depicted ...
Image via CrunchBase

By NOAM COHEN

Perhaps nothing better illustrates how far behind Microsoft is in the search engine wars than a recent comment by the company’s chief executive, Steve Ballmer, about why he liked the name Bing for Microsoft’s new competitor to Google.

The name, he told The New York Times, “works globally” and has the potential “to verb up.” That is, some day, Mr. Ballmer hopes, people will “bing” a new restaurant to find its address or “bing” a new job applicant for telling events in his past.

It once would have been unthinkable for a company like Microsoft to encourage people to use its brand name so cavalierly. Businesses feared that if their product name became a verb, then it would lose its individual identity. Continuar leyendo «The Power of the Brand as Verb»

Is Dumb the New Smart?

by Mike Myatt

Is Dumb the New Smart?How dumb is your business? At the risk of drawing the ire of corporate elitists, I submit to you that the dumber your business is, the better off you are. The truth is that great companies are those which can thrive and prosper in the absence of sophistication. As odd as it sounds, businesses that are not dependent on smart talent, capital, or technology can scale faster and easier than those businesses burdened with the aforementioned dependencies. In today’s post I’ll share why I believe dumb is the new smart…

The simple truth of the matter is that if your business requires smart money (which equals expensive money), or your competitive advantage is tied to a superhero key employee, or your business is built around maintaining a technology advantage, you have more weakness in your business model than you do strengths.


by Mike Myatt

Is Dumb the New Smart?How dumb is your business? At the risk of drawing the ire of corporate elitists, I submit to you that the dumber your business is, the better off you are. The truth is that great companies are those which can thrive and prosper in the absence of sophistication. As odd as it sounds, businesses that are not dependent on smart talent, capital, or technology can scale faster and easier than those businesses burdened with the aforementioned dependencies. In today’s post I’ll share why I believe dumb is the new smart…

The simple truth of the matter is that if your business requires smart money (which equals expensive money), or your competitive advantage is tied to a superhero key employee, or your business is built around maintaining a technology advantage, you have more weakness in your business model than you do strengths. Continuar leyendo «Is Dumb the New Smart?»

Accountability – The Foundation of Sustainable Innovation

by Robert F. Brands with Jeff Zbar

Accountability – The Foundation of Sustainable InnovationWithout accountability, there is no innovation. Action items won’t get done, programs will lose traction, meetings will fall off the calendar – the issue can be as frustrating as “herding cats”.

Every company culture needs accountability. Actually, for any company to succeed accountability is an imperative. Members of a corporate team need to feel responsible for their work – to meet deadlines and to deliver what was agreed upon. Holding others accountable begins with clear communication of what is expected of them and even getting the agreement in writing if necessary.

So to expect creativity in developing new products at your company, hold your team accountable. Schedule New Product Development meetings. Set clear action items and expect follow-through to keep the program moving along. Team members need to feel responsible for delivery.


by Robert F. Brands with Jeff Zbar

Accountability - The Foundation of Sustainable InnovationWithout accountability, there is no innovation. Action items won’t get done, programs will lose traction, meetings will fall off the calendar – the issue can be as frustrating as “herding cats”.

Every company culture needs accountability. Actually, for any company to succeed accountability is an imperative. Members of a corporate team need to feel responsible for their work – to meet deadlines and to deliver what was agreed upon. Holding others accountable begins with clear communication of what is expected of them and even getting the agreement in writing if necessary.

So to expect creativity in developing new products at your company, hold your team accountable. Schedule New Product Development meetings. Set clear action items and expect follow-through to keep the program moving along. Team members need to feel responsible for delivery.

Continuar leyendo «Accountability – The Foundation of Sustainable Innovation»

The iPad Innovates By Doing Less, Not More

I finally got my 3G 64GB iPad on Sunday May 2nd (I was travelling and wasn’t home on April 30th when it was delivered). I have been using it extensively, on planes, in cars (with someone else driving), at home, at restaurants and sitting outside in the sun, and I agree the iPad is an amazing device. What makes it magical is not so much what it does, but all the things it doesn’t. Sometimes great innovations are not on new features but on the careful design and simplification of features we already know.

The iPad is a great example of this type of innovation. iPad reviews fall into two camps, those which compare it to a PC or netbook and find it lacking, and those which see it as a new form of computing and find it magical. I have been using computers for almost 50 years starting with an IBM 1620 in 1964.


Behold the iPad in All Its Glory
Image via Wikipedia

I finally got my 3G 64GB iPad on Sunday May 2nd (I was travelling and wasn’t home on April 30th when it was delivered).  I have been using it extensively, on planes, in cars (with someone else driving), at home, at restaurants and sitting outside in the sun, and I agree the iPad is an amazing device.  What makes it magical is not so much what it does, but all the things it doesn’t.  Sometimes great innovations are not on new features but on the careful design and simplification of features we already know.

The iPad is a great example of this type of innovation.  iPad reviews fall into two camps, those which compare it to a PC or netbook and find it lacking, and those which see it as a new form of computing and find it magical.  I have been using computers for almost 50 years starting with an IBM 1620 in 1964.
Continuar leyendo «The iPad Innovates By Doing Less, Not More»

Grassroots Innovation

Veronica Vera pointed me to a great talk by Anil Gupta from TEDIndia. He talks about grassroots innovation, and methods for getting ideas to spread in poorer regions. It’s a fascinating talk:

http://www.ted.com/talks/view/id/851

Innovation in developing countries is a wildly unappreciated phenomenon – there are incredibly interesting things going on in places like India, China and Brazil. Some of them are built around finding innovative ways to provide goods and services to poorer people at much lower costs. Aravind Eye Care and the Tata Nano car are just two good examples of how this works.

Gupta is talking about something different though. He is not approaching poor people as consumers, but as inventors. This is reflected in one of the slogans of the Honey Bee Network – minds on the margin are not marginal minds. [Más…]


Veronica Vera pointed me to a great talk by Anil Gupta from TEDIndia. He talks about grassroots innovation, and methods for getting ideas to spread in poorer regions. It’s a fascinating talk:

Innovation in developing countries is a wildly unappreciated phenomenon – there are incredibly interesting things going on in places like India, China and Brazil. Some of them are built around finding innovative ways to provide goods and services to poorer people at much lower costs. Aravind Eye Care and the Tata Nano car are just two good examples of how this works.

Gupta is talking about something different though. He is not approaching poor people as consumers, but as inventors. This is reflected in one of the slogans of the Honey Bee Network – minds on the margin are not marginal minds. Continuar leyendo «Grassroots Innovation»

Innovation Through Prototyping and Experiments

You can prototype with anything. You want to get an answer to your big question using the bare minimum of energy and expense possibly, but not at the expense of the fidelity of the results. It’s not only about aluminum, foamcore, glue, and plywood. A video of the human experience of your proposed design is a prototype. Used correctly, an Excel spreadsheet is a wonderful prototyping tool. GMail started out as an in-market prototype. A temporary pop-up shop is a prototype. Believing that you can prototype with anything is a critical constraint in the design process, because it enables wise action, as opposed to the shots in the dark that arise from skipping to the end solution because zero imagination was applied to figuring out how to run a create a prototype to generate feedback from the world.


Microsoft Office Excel Icon
Image via Wikipedia

I’ve talked before about the importance of experiments in the innovation process. Experiments are essential for two reasons. First, they allow us to be more confident that our ideas will work. If we run a successful small experiment, that gives us some idea of how the innovation might work as we try to scale it up. Second, they allow us to sort our ideas more effectively. If we can devise a quick and dirty way to test out an idea, it will help us figure out which ones won’t work.

This seems fairly straightforward for testing product ideas, or really anything that is based on physical existence. But how can we experiment with intangible things, like services, or business models?

Diego Rodriguez provides some ideas in a great post that is part of his Innovation Principles series – Anything can by prototyped. You can prototype with anything:

You can prototype with anything. You want to get an answer to your big question using the bare minimum of energy and expense possibly, but not at the expense of the fidelity of the results. It’s not only about aluminum, foamcore, glue, and plywood. A video of the human experience of your proposed design is a prototype. Used correctly, an Excel spreadsheet is a wonderful prototyping tool. GMail started out as an in-market prototype. A temporary pop-up shop is a prototype. Believing that you can prototype with anything is a critical constraint in the design process, because it enables wise action, as opposed to the shots in the dark that arise from skipping to the end solution because zero imagination was applied to figuring out how to run a create a prototype to generate feedback from the world. Continuar leyendo «Innovation Through Prototyping and Experiments»

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