How Good Executives Manage: 15 Success Stories | ieseinsight.com



Publisher: Pearson Educación
Original document: Qué hacen los buenos directivos
Year: 2012
Language: Spanish

The travails of the average workday mean that important questions like “What are our goals?” or “How do we want to compete?” get put on the back burner. This weakens executives’ ability to rise up and meet the challenges facing their companies.

But there are ways of incorporating a forward-looking vision into day-to-day tasks, as a new book by IESE professors Jaume Llopis and Joan E. Ricart reveals.

The book shares the stories of 15 top executives from Coca-Cola, Codorníu, Ficosa, Fnac, Ikea, ING, “la Caixa”, La Fageda, LVMH, Merck, Microsoft, Nestlé, Telefónica, Unilever and Vodafone.

Their stories contain common threads that the authors have also observed in their studies of 200 other executives.

The executives give three issues top priority: the business model, the future and people.

Executives are no longer just strategists who seek to compete and gain value through suppliers, clients, society and employees. Their portfolios have become much broader, and to manage well, they need to have a clear list of priorities.

Envisioning the Future Leer más “How Good Executives Manage: 15 Success Stories | ieseinsight.com”

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The Battle Between Content and Design


 

i.d.e.a.

Back (waay back) in 1996, Bill Gates wrote an article titled “Content is King“. The piece was prescient in many ways:

But the broad opportunities for most companies involve supplying information or entertainment. No company is too small to participate.

I love this line:

If people are to be expected to put up with turning on a computer to read a screen, they must be rewarded with deep and extremely up-to-date information that they can explore at will. They need to have audio, and possibly video.”

How right you were Mr. Gates. We get it all and we never turn those darn computers off now. This was before Google (Google, Inc. launched in 1998), so he couldn’t know to what extent content would matter from a data and search perspective. What he did know was that the Internet would be a business game changer that had the potential to level the playing field. So long as we would “put up” with turning on our computers…

Great content keeps us coming back for more. We share it. We comment on it. It gets crawled and ranked. It keeps us company and it makes us smarter.

If you do a search for the term Content is King you will get more than 1 billion results. Guess a lot of people really believe that statement. If you do a search for the term Design is King, you also get more than 1 billion results. If you are a fan of Game of Thrones, you will see the irony inherent in the number of kings running around here.

Leer más “The Battle Between Content and Design”

Pasión por las marcas: El gran poder emocional de las lovemarks

El amor que los clientes profesan por sus “lovemarks” hace que estos se reúnan, de manera virtual y física, en clubs, foros y asociaciones de usuarios o de fans, como son los casos de LEGO, Barbie, IKEA, Canon o BMW. Incluso se dan casos extremos en los que alguno de estos fans, o un grupo de ellos, pueden llegar a reflotar una marca desaparecida, como ha sucedido con Polaroid o Moleskine.

Debemos tener en cuenta, también, que el cliente actual es maduro: sabe lo que quiere y ya tiene ciertos conocimientos de las técnicas más básicas de marketing, por lo que reconocerá los intentos de manipular su voluntad.

Estos factores, unidos a la interconexión de los clientes, gracias a las redes sociales, convierten esta estrategia en un peligro para quien lo practica.

Sin embargo, en los enfoques orientados al producto, no se suelen tener en cuenta estas consideraciones y se presta más atención a la rentabilidad numérica de estas marcas, olvidando la importantísima, aunque intangible, rentabilidad emocional.

Siguiendo una estrategia de marcas basada en una correcta Orientación al Cliente, podremos satisfacer sus deseos, poniéndolos por delante los nuestros. Así será posible generar la conexión necesaria con el cliente para conseguir su fidelización y la conversión de nuestra propia marca en una Lovemark.

Y ese es un buen objetivo en el que merece la pena invertir.


No descuides la rentabilidad emocional de las lovemarks
por Celestino Martínez | http://www.puromarketing.com

Quizás ahora en el mundo del marketing ya no extraña a nadie oir hablar de experiencias, emociones o amor, pero esto no era, ni mucho menos, habitual en 2004, cuando Kevin Roberts escribió el clásico “Lovemarks, el futuro más allá de las marcas”.
En este libro, Roberts encontraba el “revolucionario” denominador común presente en las marcas más exitosas alrededor del mundo: el amor. A partir de él, creo un término que rápidamente fue adoptado por la vanguardia de los profesionales del marketing: “lovemark”.
Las “lovemarks” son aquellas marcas que consiguen una conexión emocional tan profunda con sus clientes y ocupan una parte de su vida tan importante, que éstos llegan a sentir auténtico amor por sus marcas favoritas.
Muchas de estas marcas llevan aparejadas experiencias de la niñez, sabores y olores que han acompañado a los clientes durante años. Son marcas que comparten la misma filosofía o la manera de entender la vida que el cliente. Algunas, incluso, forman parte de esa filosofía. Estas marcas consiguen así el nivel de fidelización máximo, que es, en palabras de Roberts: “lealtad más allá de la razón”.
Buen ejemplo de “lovemarks” podrían ser: Apple, Coca Cola, Harley Davidson, Camper, Desigual o Nespresso.

Leer más “Pasión por las marcas: El gran poder emocional de las lovemarks”

Ikea revamps strategy in loyalty focus

The main focus of its work will be the Ikea Family loyalty scheme, which was launched in 2002. Cardholders of the free-to-join programme can receive 25% off selected products from the regular Ikea and exclusive Ikea Family ranges, email news updates and restaurant offers.


By Joe Thomas

Ikea UK and Ireland is set to overhaul its consumer-loyalty scheme, as part of a rethink of its below-the-line marketing strategy.

Ikea: focuses on customer loyalty scheme
Ikea: focuses on customer loyalty scheme

The Swedish home products retailer has appointed direct and digital agency Lida to oversee the initiative, following a pitch handled by the AAR.

Lida will handle all direct, digital and mobile marketing as it looks to drive acquisition, while bolstering loyalty.

The main focus of its work will be the Ikea Family loyalty scheme, which was launched in 2002. Cardholders of the free-to-join programme can receive 25% off selected products from the regular Ikea and exclusive Ikea Family ranges, email news updates and restaurant offers.

Ikea is the UK’s biggest furniture retailer, with an estimated 7.9% market share, ahead of DFS (6.6%) and Argos (5.5%), according to Verdict Research. Leer más “Ikea revamps strategy in loyalty focus”

Yo también “soy fan”

Lo primero que me viene a la cabeza cuando me pasan el tema es ” que pena que se cayera el SOY FAN de facebook”;)

Yo que nunca he sido fan de nada, no he coleccionado nada, no he perseguido mitos, no he tenido grupos de música de referencia ni iconos que amontonar en mi vida… acumulaba la sensación de falta de identidad ante mis amigos “megafans” melómanos y cinéfilos…hasta que me dí cuenta que mi mundo fan se resumía a lo que perseguía para entender: LAS MARCAS. Por eso me gustaba ese nuevo concepto “feisbukeriano” de “sentirme fan de una marca” y formar parte de un grupo que dotaba de signos mi identidad;)


Fuente original & más artículos de interés, recomiendo visitar  (((( Excelente 😉  ))))

Lo primero que me viene a la cabeza cuando me pasan el tema es ” que pena que se cayera el SOY FAN de facebook”;)

Yo que nunca he sido fan de nada, no he coleccionado nada, no he perseguido mitos, no he tenido grupos de música de referencia ni iconos que amontonar en mi vida… acumulaba la sensación de falta de identidad ante mis amigos “megafans” melómanos y cinéfilos…hasta que me dí cuenta que mi mundo fan se resumía a lo que perseguía para entender: LAS MARCAS. Por eso me gustaba ese nuevo concepto “feisbukeriano” de “sentirme fan de una marca” y formar parte de un grupo que dotaba de signos mi identidad;) Leer más “Yo también “soy fan””

Only entrepreneurship overcomes the crisis


by cristian.saracco

Politicians are still trying to understand the crisis, some big companies are launching innocuous campaigns, bankers are crying because they didn’t deserve this situation… Should I continue the list? Probably, I could, but that’s not the point.

In this social network we use to talk about branding, about brand experiences… about us!… We could isolate branding issues from our current situation, however, it would look, at certain point, something between naïf and unconscious.

Reality, which is neither the Big Brother nor Code Lyoko, is showing that to overcome the crisis, we do need as individuals certain specific behaviours (remember what Dr. Utterson said when he talked about the online and offline worlds… both are real).

Going back to the first sentence of this post:

  • Today’s politicians (from the left, center or right) learned how to manage a country as if sea captains had learnt to sail in calm waters
  • Some big companies use to be managed under the SYA (Save Your Ass) policies. So, everything coming from them seems to be decaffeinated
  • Bankers follow the patterns designed by the Chicago’s boys or the ones that are fashion, and teach how to overcome a crisis produced by others

All that I mentioned above would have something in common…. All the people involved behave as burocratic employees. This is not bad, however, it’s not enough to overcome a crisis.

Both burocrats as well as employees are needed to make the world works, and probably, they are better prepared to manage stable situations than other kind of people.

Today’s crisis is a point of inflexion. It cannot be solved with old formulas because, probably, we are not going to go back to some old habits…. And they have no idea of what to do.

What is the relation of this with brand experiences?

During a long period of time I was thinking of differentiating between big brands from those ones that we finally fall in love (it’s a way of saying): Leer más “Only entrepreneurship overcomes the crisis”