Don’t Blame Brand Licensing

Here on Branding Strategy Insider, Jack Trout makes a compelling argument for why not to consider licensing as a method of brand extension. Furthermore, he backs it up with multiple examples of established brands with flawed licensing programs that serve to prove his hypothesis. After reading about Pratt & Whitney and Pierre Cardin, what CEO in their right mind would choose to risk the company’s crown jewels to a group of third party manufacturers which don’t have a clue about how to build a brand, let alone manage one? With so much at stake, only those CEOs that are either reckless or desperate would consider licensing. Right?

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Here on Branding Strategy Insider, Jack Trout makes a compelling argument for why not to consider licensing as a method of brand extension. Furthermore, he backs it up with multiple examples of established brands with flawed licensing programs that serve to prove his hypothesis. After reading about Pratt & Whitney and Pierre Cardin, what CEO in their right mind would choose to risk the company’s crown jewels to a group of third party manufacturers which don’t have a clue about how to build a brand, let alone manage one?  With so much at stake, only those CEOs that are either reckless or desperate would consider licensing. Right? Leer más “Don’t Blame Brand Licensing”

Facebook dará acceso a un 10% de los consumidores del mundo en 5 años

Facebook da acceso a 400 millones de usuarios en la actualidad, una cifra que podría llegar a un 10% de toda la población del planeta para 2015, por lo que la plataforma se convierte en algo fundamental para los negocios.

Además de la capacidad de segmentación, el acceso a conversaciones que ahorran millones en consultorías y de la conexión de la empresa con otras similares, Facebook ofrece la ventaja a las empresas de participar en un universo que para 2011 habrá superado los 500 millones de habitantes.

Grandes marcas como Coca-Cola, Microsoft o Starbucks han saltado de lleno a la red con promociones y acciones destinadas a crear una comunidad mientras que otros anunciantes más convencionales aguardan con miedo de ceder el control de la enseña.


Facebook da acceso a 400 millones de usuarios en la actualidad, una cifra que podría llegar a un 10% de toda la población del planeta para 2015, por lo que la plataforma se convierte en algo fundamental para los negocios.

Además de la capacidad de segmentación, el acceso a conversaciones que ahorran millones en consultorías y de la conexión de la empresa con otras similares, Facebook ofrece la ventaja a las empresas de participar en un universo que para 2011 habrá superado los 500 millones de habitantes.

Grandes marcas como Coca-Cola, Microsoft o Starbucks han saltado de lleno a la red con promociones y acciones destinadas a crear una comunidad mientras que otros anunciantes más convencionales aguardan con miedo de ceder el control de la enseña. Leer más “Facebook dará acceso a un 10% de los consumidores del mundo en 5 años”

MasterCard Wants Programmers to Use Its Payment Technology


paypal credit card!
Image by laihiu via Flickr

By CLAIRE CAIN MILLER

There has been a lot of talk about digital forms of payment replacing cash and even credit cards. But MasterCard intends to stay in the middle of the technological innovation.

On Tuesday, MasterCard announced that it would let software developers use its technology in their own online apps and on mobile phones.

“A big part of the strategy is to be able to harness the innovation of others in the developer community to really push our business forward,” said Josh Peirez, MasterCard’s chief innovation officer.

E-commerce and mobile payments are changing the way we use money, Mr. Peirez said. Though MasterCard, Visa and other payment companies have experimented with building their own apps for things like mobile money transfers, MasterCard wants to see what other people can come up with for paying online and in the real world.

“You’re seeing quite different ways people are paying for digital goods, but you haven’t really seen that translate into physical goods,” he said. “It’s still really hard to buy a physical item from your phone.” Leer más “MasterCard Wants Programmers to Use Its Payment Technology”

The stories help us understand the complexity of things!

Design thinking and feel design

There is past history and stories about the future that facilitate adaptation to change and to promote such change.

The stories help us understand the complexity of things and can enhance or change perceptions, making them simple.

The stories involve feelings. Storytelling allows us to see in a different light and thus make decisions in an environment also different, where the rational and emotional engages.

For example in business, value and meaning are transmitted with intensity capable of changing consumer behavior. What is promised has tacit acceptance, if the story is well told, that is, whether clarifying the doubts and meets the expectations.

One story involves the consumer in the environment of comfort and highlights his achievements.

Often, design thinking failure to compromise between the creation or creator and the audience to whom it is intended that creation.


Design thinking  and feel design

There is past history and stories about the future that facilitate adaptation to change and to promote such change.

The stories help us understand the complexity of things and can enhance or change perceptions, making them simple.

The stories involve feelings. Storytelling allows us to see in a different light and thus make decisions in an environment also different, where the rational and emotional engages.

For example in business, value and meaning are transmitted with intensity capable of changing consumer behavior. What is promised has tacit acceptance, if the story is well told, that is, whether clarifying the doubts and meets the expectations.

One story involves the consumer in the environment of comfort and highlights his achievements.

Often, design thinking  failure to compromise between the creation or creator and the audience to whom it is intended that creation. Leer más “The stories help us understand the complexity of things!”

Innovation Perspectives – A Common Purpose

This is the second of several ‘Innovation Perspectives‘ articles we will publish this week from multiple authors to get different perspectives on ‘How should firms collaborate with customers and/or value chain partners to co-create new products and services?’. Here is the next perspective in the series:

by Yann Cramer

Co-Creation Springs from a Sense of Common Purpose

Innovation Perspectives – A Common PurposeToo often the question of value extraction/retention is a dominant concern for all parties at too early a stage. For the sake of argument, let’s consider a supplier who has to develop a critical component for a customer who will integrate it in the design of a new finished product. The development process has not yet started that the customer plays its cards close to its chest with the conscious objective to retain as much of the value they will get from selling the finished product, and the supplier plays in a similar way with an equally conscious objective to extract as much value as possible from selling their component to the customer.

As a result, the supplier does not share unique knowledge for fear of losing leverage, the customer does not seek what could make the product unique for fear of tying itself to a particular supplier, and a great deal of time and effort is invested in crafting legal frameworks for knowledge sharing that anticipate on everything that could go wrong. But in reality, the biggest risk they run (without recognising it) is that while they position themselves for future negotiations some competitors will move faster and take the market.


This is the second of several ‘Innovation Perspectives‘ articles we will publish this week from multiple authors to get different perspectives on ‘How should firms collaborate with customers and/or value chain partners to co-create new products and services?’. Here is the next perspective in the series:

by Yann Cramer

Co-Creation Springs from a Sense of Common Purpose

Innovation Perspectives - A Common PurposeToo often the question of value extraction/retention is a dominant concern for all parties at too early a stage. For the sake of argument, let’s consider a supplier who has to develop a critical component for a customer who will integrate it in the design of a new finished product. The development process has not yet started that the customer plays its cards close to its chest with the conscious objective to retain as much of the value they will get from selling the finished product, and the supplier plays in a similar way with an equally conscious objective to extract as much value as possible from selling their component to the customer.

As a result, the supplier does not share unique knowledge for fear of losing leverage, the customer does not seek what could make the product unique for fear of tying itself to a particular supplier, and a great deal of time and effort is invested in crafting legal frameworks for knowledge sharing that anticipate on everything that could go wrong. But in reality, the biggest risk they run (without recognising it) is that while they position themselves for future negotiations some competitors will move faster and take the market. Leer más “Innovation Perspectives – A Common Purpose”

¿Por qué no funcionan los entornos colaborativos 2.0 en mi empresa?

por Rocío López Piñero

Gracias a la tecnología web 2.0 aplicada a la empresa, es posible compartir información en espacios como los “facebooks” corporativos mediante perfiles, wikis o blogs. Todos podemos generar contenido. ¿Pero realmente quieren o necesitan hacerlo? ¿Mis empleados son prosumidores? ¿Pertenecen a la generación Y o Z? ¿Realmente mejoraremos los procesos? ¿Hay cultura empresarial en la organizacion como para crear masa critica? Existen muchas preguntas que responder antes de realizar un proyecto de colaboración 2.0.


por Rocío López Piñero

Gracias a la tecnología web 2.0 aplicada a la empresa, es posible compartir información en espacios como los “facebooks” corporativos mediante perfiles, wikis o blogs. Todos podemos generar contenido. ¿Pero realmente quieren o necesitan hacerlo? ¿Mis empleados son prosumidores? ¿Pertenecen a la generación Y o Z? ¿Realmente mejoraremos los procesos? ¿Hay cultura empresarial en la organizacion como para crear masa critica? Existen muchas preguntas que responder antes de realizar un proyecto de colaboración 2.0. Leer más “¿Por qué no funcionan los entornos colaborativos 2.0 en mi empresa?”

Yahoo and Nokia Team Up on Mobile Messaging, Maps

By Chris Crum

New Exclusivity Arrangement for Yahoo and Nokia

Yahoo and Nokia officially announced a partnership, which has been expected for several days.

The two companies, which have collaborated for five years, will provide consumers with e-mail, instant messaging and maps and navigation services. Specifically under the partnership:

– Nokia will be the exclusive, global provider of Yahoo’s maps and navigation services, integrating Ovi Maps across Yahoo properties, branded as “powered by Ovi.”

– Yahoo will become the exclusive, global provider of Nokia’s Ovi Mail and Ovi Chat services branded as “Ovi Mail / Ovi Chat powered by Yahoo!”

– Nokia and Yahoo plan to work on ID federation between their services, beginning by making it easy for people to use their Ovi user IDs across select Yahoo! properties to easily access the online content and services they need.


New Exclusivity Arrangement for Yahoo and Nokia

Yahoo and Nokia officially announced a partnership, which has been expected for several days.

The two companies, which have collaborated for five years,  will provide consumers with e-mail, instant messaging and maps and navigation services. Specifically under the partnership:

– Nokia will be the exclusive, global provider of Yahoo’s maps and navigation services, integrating Ovi Maps across Yahoo properties, branded as “powered by Ovi.”

– Yahoo will become the exclusive, global provider of Nokia’s Ovi Mail and Ovi Chat services branded as “Ovi Mail / Ovi Chat powered by Yahoo!

– Nokia and Yahoo plan to work on ID federation between their services, beginning by making it easy for people to use their Ovi user IDs across select Yahoo! properties to easily access the online content and services they need. Leer más “Yahoo and Nokia Team Up on Mobile Messaging, Maps”