Mala Mercadotecnia (primera parte) Por Abraham Geifman Twitter: @ageifman En el terreno de las ideas y de las acciones para estimular demanda existen muchas cortinas de humo. Actividades que son resultado de largas jornadas de trabajo y alto desembolso económico que fracasan en los resultados finales, pero que sus astutos creadores saben cubrir y a simple vista se perciben como exitosas. Ciclo de vida El hecho de no tener claro en qué etapa del ciclo de vida se encuentra un producto puede representar un error en el retorno de inversión de dicha actividad o estrategia. Cambiar el slogan El slogan o frase única de venta es resultado de una estrategia de comunicación, que en la mayoría de las veces busca un posicionamiento diferenciado para una marca o producto. Exceso de subcontratación Es común que un área de mercadotecnia se apoye del “outsourcing” para ciertas actividades como la creatividad, la producción de campañas y la contratación de medios. Continuará… El autor de este artículo...
Strategic Questions for an Accelerating World - Colin Raney by Colin Raney | 11:21 AM April 9, 2012 If you feel like the pace of competition is increasing, you’re right. Tectonic shifts in culture and technology over the past decade have rapidly accelerated change in the market. As a result, business strategy today is less about conceiving and executing a brilliant master plan and more about shaping an organization that can quickly launch and learn from smart innovations. How do you evolve your organization and your strategy regularly and rapidly in order to compete? Here are five ways to start: 1. 2. 3. 4. 5. Destruye tu marca en 5 pasos Por: Joel Gómez Twitter: @JoelGomezMX Email: abogado@joelgomez.mx Si quieres destruir tu marca, sigue estos cinco sencillos pasos al pie de la letra y te garantizo éxito rotundo. No registres tu marca.- El error más común de todo emprendedor es pensar -y actuar en consecuencia- que lo más importante de su negocio es vender, las cosas administrativas y legales pueden esperar (para cuando haya más dinero, tiempo o las dos cosas). Si la idea y/o el nombre de tu negocio es bueno y lo empiezas a usar (vendes productos o servicios, registras un sitio web, etc.), seguro habrá quienes vean los mismos beneficios o potencial que tu le viste. Tener una buena marca y no registrarla, es como ser rico y tener tu dinero bajo el colchón; tarde o temprano alguien se aprovechará de tu ignorancia o exceso de confianza. Moraleja: No seas negligente o confiado, tu marca es el activo más valioso de tu negocio, si no lo proteges tu, nadie más lo hará. Tagged as: 5 pasos, desrrucción de marcas
The Brainstorming Process Is B.S. But Can We Rework It? The business practice of brainstorming has been around with us so long that it seems like unadorned common sense: If you want a rash of new ideas, you get a group of people in a room, have them shout things out, and make sure not to criticize, because that sort of self-censoring is sure to kill the flow of new thoughts. It wasn’t always so: This entire process was invented by Alex Osborn, one of the founders of BBDO, in the 1940's. It was motivated by Osborn’s own theory of creativity. He thought, quite reasonably, that creativity was both brittle and fickle: In the presence of criticism, it simply couldn’t wring itself free from our own minds. You’re More Creative Working Alone As an opening salvo, Lehrer lays out a devastating experiment, conducted in the 1950s, which found that when test subjects tried to solve a complex puzzle, they actually came up with twice as many ideas working alone as they did when working in a group. Lehrer doesn’t quite explain why that happens. Why is that?
Cómo optimizar tu plan de marketing digital Por Guillermo Pérezbolde Twitter: @gpbolde En los últimos 5 años el crecimiento en los presupuestos destinados a marketing digital ha crecido exponencialmente gracias a varios factores, lo que ha provocado que las empresas de casi todos tamaños empiecen a adaptar sus planes actuales para incluir la parte digital, ya sea con las acciones que conocen o con las que sean más sencillas de implementar, pero no en todos los casos son efectivas. Está comprobado que cualquier empresa independientemente de su tamaño necesita contar con un plan de marketing, y hoy más que antes es vital incluir la parte digital para competir no solo en el mercado local; el problema al que se enfrentan las empresas al momento de hacer este plan es no saber que incluir en él y por esta razón la mayoría solo utiliza Adwords y Facebook. Antes del plan El paso previo antes de cualquier plan debe ser plantearse ciertas preguntas que sirvan como guía de hacia donde nos dirigimos, algunas de ellas son: Herramientas
The Making of an Innovation Master - Scott Anthony by Scott Anthony | 12:01 PM March 23, 2012 A workshop attendee asked me this seemingly simple question: “So, what else should I read to learn more about innovation?” It’s a hard question to answer because there is so much high-quality material out there. So what makes a Master? Do the individual’s ideas bring clarity to the quest of improving the predictability and productivity of innovation? These three questions lead to obviously biased selections. There were a ton of great thinkers that didn’t quite make the cut, such as Chip and Dan Heath, Geoffrey Moore, Constantinos Markides, Robert Burgelman, Henry Mintzberg, Gary Hamel, Michael Tushman, W. One natural question is, “Who is next?” 1. 2. 3. 4. 5. 6. 7. It’s great to be in a field that is still emergent enough to attract such great talent, but now defined enough that practitioners can put ideas to immediate use.
Galería: 30 anuncios muestran la fuerza de Star Wars México, D.F.- Una de las sagas más exitosas en la historia del cine es sin duda Star Wars, cuyos peculiares personajes se han vuelto tan populares que actualmente son usados por la publicidad como gancho para atraer a los consumidores. Tal es el caso de Darth Vader, Yoda, R2-D2, C-3P0 y hasta el mismísimo Chewbacca. A tres días de que se cumplan 35 años del lanzamiento de la primera película de esta saga de culto, preparamos una colección de 30 impresos acompañados por la fuerza de la Guerra de las Galaxias, que ha generado ingresos de más de 4.49 billones de dólares (sólo superado por las películas de Harry Potter y James Bond). Tagged as: 30 anuncios impresos, 35 años del lanzamiento de la primera película, Star wars
Does Creativity Require Constraints? Research suggests you'd be more creative if I allow your mind to roam free. When people are given the task of imagining alien creatures, most use specific instances (e.g., joe the plumber) as their starting point. This effect is especially pronounced when creatures are described as being intelligent and capable of space travel. Creativity involves variability— different ways of doing things. In many domains, there are issues that have not yet been resolved, questions that have not yet been posed, and problems that have no obvious solution. What are these constraints? Stokes lists four such constraints. The second set of constraints Stokes refers to are . The third set of constraints Stokes points to are . The fourth set of constraints Stokes mentions are These involve innate talents that Stokes believes are genetic. Stokes started out in art and advertising , before entering a career in Psychology later in life. There are important implications for everyday creativity.
Crush the "I'm Not Creative" Barrier - Jeff Dyer, Hal Gregersen, and Clayton M. Christensen by Jeff Dyer, Hal Gregersen, and Clayton M. Christensen | 10:50 AM May 7, 2012 Did you know that if you think you are creative, you’re more likely to actually be creative? This surprising fact pops up again and again in our research. In our database of over 6,000 professionals who have taken the Innovator’s DNA self & 360 assessments, people (entrepreneurs and managers alike) who “agree” with the survey statement “I am creative” consistently deliver disruptive solutions — by creating new businesses, products, services, and processes that no one has done before. They see themselves as creative and act that way. But what if you don’t see yourself as creative? This is an important question to ask because many — probably half — of you don’t think that you’re creative. The bad news is that if you don’t think you’re creative, our survey data say that you probably are not. The result? Associational thinking: I creatively solve challenging problems by drawing on diverse ideas or knowledge.
Strategy, Context, and the Decline of Sony - Sohrab Vossoughi by Sohrab Vossoughi | 10:55 AM April 25, 2012 Sometimes it’s useful to be reminded that a great strategy is only great in context. From the early 1980s and into the 90s, Sony’s was great. The unrivaled master of the consumer electronics world, its name was synonymous with cutting-edge technology, sophistication, and desirability. People had a collective vision back then of a thrilling yet humane future, and Sony’s hyper-capable, slightly fussy gadgets were its clearest expression. It was much more than just the Walkman and the Trinitron—everything the company made was of impeccable quality, satisfying to hold and intricately detailed in its functionality. That last statement is still true today, but everything else has changed. Both observations are correct, but they only hint at the underlying question: why is the strategy that once served Sony so well now failing so badly? Part of the shift is technological. In the experience economy, these expectations are reversed.