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November 30, 2018 In Environment

The planet we want

How is the planet we want to live in?

If you have never thought about it, you have to know that, like it or not, in about 10 years, our planet will have changed a lot. The hot summers will be the rule, the ski resorts of the Pyrenees will have to close or reinvent, the rains will be even stronger and more violent, the fires will be much more frequent and in unsuspected places, as in the north of Europe.

January 28, 2018 In Advertising

Advertising is very expensive when not effective

We are in a society saturated with advertising messages, where it is increasingly difficult to surprise and attract users to consume a certain product or service, not to mention the difficulty of creating loyalty to a brand.

The agencies strive to try to create original and surprising ads, because that is what the client (the company) expects to see. In this exercise, some agencies, especially renowned ones, become only worry about making advertisements that are mere creative pirouettes with no other purpose than competing in the Cannes Lions Festival or the Clio Awards, forgetting that their real objective is to answer to the need of their client to position its brand or promote its products/services to increase its sales, that is, maximize the return of its investment.

If investing in advertising is already expensive for a company, doing it so for the glory of the agency and not selling more, is a bad business.

January 10, 2018 In Digital Environment

Digital disintermediation … or not?

It is a fact that the traditional value chain with several intermediaries between the manufacturer and the end user is changing thanks to the digital transformation. The technologies and tools have evolved and this has led to a change in the behavior of consumers that leads to the emergence of new markets and a new way for relationships.

Within this digitalization of sectors and markets, disintermediation is a real phenomenon and companies consider what approach they should adopt in order for their strategies to be as successful as with the “analog model”.

What is not so evident is that this digitization is leading to a real disintermediation. Perhaps the traditional intermediaries are disappearing, but it is not true that they are not replaced by others.

December 13, 2017 In Communication

The consumer leads the conversation with the brand

In their relationship with the consumer, brands have always had the proactive role: they informed, in a unidirectional communication, and if there was dialogue, they were also the ones who initiated it.

However, now it is the consumer who leads the conversation with the brand. Certainly, brands propose, according to their objectives and what they think may be of consumer interest, different topics, but he/she is really the one that comments and gives value to those contents through the comments made about them, retweeting, recommending and nurturing the community with opinions that this one hear and appraise.

November 22, 2017 In Communication

The value of writing well, idiot

There is an image on social networks, the one that accompanies this post, whose origin I have not been able to find, but that allows me to illustrate in a lapidary way the importance of writing without orthographic errors.

Today, social networks have become the first letter of introduction for both individuals and companies. From the moment we write something and this goes from the scope of the private to the public, the style and the correction of the writing become a trait of credibility and social prestige, essential factors if we want to win and maintain the respect of who reads us in every virtual community.

November 8, 2017 In Marketing

Events: keys to success

An event is one of the most striking ways that a company has to give visibility to its brand image, precisely because the recipients of that action live it in the first person, it is a vital experience. What happens in an event can be remembered for a long time by those attending it, as long as what happens in it is relevant, original and surprising enough to be “memorable“, that is, lasting in our memory. And for this to happen, the fundamental premise is that the event is as unique as possible.

October 24, 2017 In Marketing

Why marketing scares SMEs

94% of Spanish companies are individual entrepreneurs (so-called “self-employed”) or micro-enterprises with 1 to 9 employees (data from the Ministry of Economy, Industry and Competitiveness in February’17).

The vast majority of these companies do not have a defined structure with specialized areas or functions such as Commercial, Marketing, Human Resources, Finance, etc. Usually the entrepreneur agglutinates almost all the functions in itself (at most, he/she outsources the fiscal and accounting part and not much more).

October 2, 2017 In Polemics

Planned obsolescence: who is to blame?

The planned obsolescence is to determine the end of a product life. After a period of use determined by the manufacturer, the product stops working correctly or is damaged, so you have to buy another new one to replace it. Whether it is due to technological advances, induced by advertising and marketing or to reduce the useful life of products and thus sell more, it is a phenomenon traditionally the industry was to blame. But … just the industry? READ MORE

September 15, 2017 In Communication

Do it well and make it know

The expression “do it well and make it know ” defines the Public Relations mission (RRPP) better than any other, apart from being a crucial concept for communication in organizations.

The axiom combines two ideas: “doing” and “saying“, the first being fundamental, which implies the fulfillment of the company’s objectives through activities that reflect ethics, values, strategy and are concretized in products and services that should offer benefits to users who purchase them.

August 17, 2017 In Polemics

Biased Communication. A Question of Perspective

Should communication convey pure and direct information? Should a point of view be reserved for opinion articles, which establish the position of that journalist on a particular topic?

Surely it should be so, but everyone knows that no news is neutral, impartial. The attachment to certain values, ideals, beliefs, the style of the journalist and the Media on which he or she works determines the inclination that the content will have when expressed. And even further: the manipulation (in the least pejorative sense of the term) of the contents allows to emphasize some and minimize others, so that the interpretation of the recipient of the news can utterly vary.

How is the planet we want to live in?

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