Posts Tagged ‘Branding#8217;

12
Jul

Today I wanted to paraphrase a well-known business article (It is the Distribution, stupid!) to showcase the importance of managing Media properly when building the Personal Brand Identity. And for doing so we have two perfect examples that reflect what should be and should not be done.

lebron james

IKER CASILLAS AND HIS MISSTEP

Iker Casillas has managed its Personal Branding relatively well for many years. I am not sure how systematic and structured he was in his approach, but in the end of the day he came across to Spaniards as a brilliant goalkeeper, with a human touch (reflected when he gave a call to Xavi from Barcelona to end up a club discussion) and passion for what he did and achieved (just recall what happened with Sara Carbonero 4 years ago upon winning the Soccer Wordlcup).

iker casillas

Moreover, he has managed relatively well his presence in Social Media, where we can find him in Twitter, Facebook and even Instagram, and has actually got really good PR thanks to some of his prizes, such as the one granted by the UNPD:  Goodwill Ambassador for the Millennium Development Goals.

What came out of it? Casillas managed to create a pretty good Personal Brand around himself, as it was reflected in the research by Personality Media, and actually some advertisting contracts with well-known companies such as Liga BBVA and Procter & Gamble.

iker champu

So far so good, till recently… The misstep came two weeks ago when he published a picture of his new-born baby, one “follower” attacked the baby (he basically said that he wished the baby would drown) and Casillas replied with all kind swearing and curse words…

comentario-iker

Had Casillas the right to response back like that? Yes, of course. Was Casillas right when responding like that? Absolutely not. Casillas needs to understand that even if he has the right to do so, he has created a Personal Brand, needs to protect it, take good care about what he does and does not say in public and specially take care of Media and Digital Media. For whatever he says, specially if it is a misstep, is going to be viral and promoted all around the Globe…

 

LEBRON GOES BACK HOME

The story of Lebron is somewhat similar to the one of Iker Casillas in a bigger scale. His Personal Branding started when he was only 17 and made it in the cover of Sports Illustrated: The Chosen one was born.

lebron the chosen one

Number 1 of the NBA draft in 2003, he was really up to the expectations he raised and managed to beat quite a few records during his 7 years in the Cavs, with only something missing: An NBA Championship. In 2010, he became an unrestricted agent and had to decide whether to keep on playing in Cleveland or moving somewhere else… Everybody was awaiting and he finally made his move… A move that he announced in an ESPN TV Program (The Decision)…

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Did he have the right to look for another Team where to win the NBA Championship? Of course. Did he mange it properly from a communication perspective? Definitively not. It was considered a brutal communication misstep, an arrogant move that made him a public enemy in Cleveland and in the minds of big chunk of NBA followers (myself included).

4 years later, Lebron was facing the same situation again. He had spent 4 years with the Heats, won 2 NBA Championships, had the right to choose his team again and got everybody was awaiting his decision. And today, he announced his decision and, in contrast to what happened before, he communicated it smartly: He wrote a well-thought and respectful letter published by Sports Illustrated, where he exposes the reasons for “I´m coming back home”.

lebron coming home

The reactions are yet to come, but I can bet that his Personal Brand Image will be strongly reinforced for:

  • He has amended his previous mistakes.
  • He admits the communication mistakes he made in the past.
  • He comes across as a respectful and considerate person, that looks for something else.

SOME CLOSING THOUGHTS

  • Personal Branding has to do with who you are and specially with how you come across.
  • For the latter Media in a broad sense is critical and needs to be carefully thought and manged.
  • When being a well-known Personal Brand, you need to be mindful and aware that everything your claim is subject to be published, promoted and made viral. This works both for offline and online media.
  • Having said that, you need to define your values and positioning and stick to them, even if rational or irrational critics show up.
  • And last but not least, please consider a professional assessment for managing your Personal Brand. Brand Management well deserves some professional help.

personal branding

Look forward for your comments @ignaciogafo.

Reset!!!

Ignacio Gafo

28
Apr

En un entorno de marcas y consumidores hiperconectados se debate con asiduidad sobre la necesidad de que las marcas dialoguen con sus consumidores . El objetivo parece claro: establecer una relación más fluida y continua en el tiempo.

Se habla de dialogar, de conectar, de storytelling; de crear contenidos, de distribuir contenidos, de conseguir recomendaciones, word of mouth, de seguidores, likes, tweets, retweets …

Buscamos community managers, SEO y SEM managers, creamos attribution models y pensamos qué contenido será mejor para atraer más consumidores, más clicks y generar más difusión e impacto.

Sin embargo, en la mayoría de las estrategias de las marcas echo de menos una palabra mágica: empatía.

Para establecer una relación duradera entre personas o entre un marca y sus consumidores no sólo es necesario dialogar, es necesario dialogar mostrando empatía.

El dialogo sin empatía puede ser correcto, circunstancial, incluso muy frecuente; nos hace ser conocidos pero no construye sólidos vínculos afectivos ni entre las personas ni entre las marcas y sus consumidores .

Mostrar empatía significa comprender y tener la palabra justa ante los sentimientos de las personas , anticipar sus reacciones y compartir sus momentos. La empatía implica capacidad de escuchar y de expresar al otro que le hemos entendido, que podemos ver las cosas desde su punto de vista, no sólo desde el nuestro.

Traducido al lenguaje del marketing es importante resaltar que mostrar empatía no es lo mismo que descubrir “insights”. Los insights son revelaciones puntuales para las marcas que les ayudan a hacerse visibles, presentes y relevantes en la consideración de los consumidores.

La empatía es lo que hace que un “insight “perdure en el tiempo y se convierta en una ventaja competitiva sostenible.

Por mi experiencia profesional en marketing e innovación considero de un enorme mérito la estrategia llevada a cabo por la marca Dove en estos años. Alguna vez ya he comentado al respecto en este blog

Sin embargo, lo que más me llama la atención de esta marca es su capacidad de empatía.

Me gustaría que viesen estos tres anuncios.

Probablemente el primero ya lo conocen, Dove Sketches.

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Quizas los otros dos aún no. Dove Selfie y Dove Shy. Echenles un vistazo.

YouTube Preview Image YouTube Preview Image

La transición del primero a los dos últimos es fenomenal.

Para Dove hubiese sido mucho más “simple” exprimir al máximo su exitosa campaña Sketches, buscando mas posibilidades creativas de “sketches”, nuevos targets mas jóvenes; diseñar concursos, promociones y tweets sobre los “sketches” de los consumidores y un sinfín de prolongaciones de la campaña que ustedes pueden imaginar…. Pero esto, aunque diálogo, no es empatía. Sin embargo, con estas nuevas comunicaciones Dove dialoga con sus consumidores con una nueva perspectiva, demuestra que conoce de lo que está hablando, empatiza con sus consumidores mostrando que sabe como se sienten o como se han sentido.

Desde el punto de vista estratégico para la marca el avance es inmejorable. Un target más joven, un tono menos dramático , más alegre y positivo.

Con los buenos amigos las conversaciones no se repiten hasta el aburrimiento. Descubrimos nuevas perspectivas. Hablando con ellos, nos conocemos mejor.

 

Espero que tengan una buena semana, seguiremos dialogando

 

puedes seguir la conversación en @carmenabril1

 

24
Apr

Globalization….

Written on April 24, 2014 by María López Escorial in Bottom of the Pyramid, Branding

taza de cafe con logo

It is amazing how brands become global without even being in the country or close to it. In my recent trip to Ghana to help Financial NGOs to upgrade their microfinance capabilities, I stopped over Starbites Food and Drink, the Ghanaian version of Starbucks…

starbites 1

A similar name (3 letter from one to the other), similar typography, a round logo and a winding waves made us instantaneously think of the well-established Starbucks brand concept, and inmediately stop and try… just an appealing value proposition or nostalgia???

Starbites poste starbucks poste

The localization of Starbucks value proposition (Premium Quality coffee, Physical Environment and Service Philosophy), to local needs has made Starbites not feature only coffee but ambience and service philosophy…

Service, referring to speed is extremely difficult overall in Ghana, (something to work on for consultants), but they have managed a very nice ambience specially compared to the existing offer.
If we take out premium coffee and service…the only element remaining of Starbucks value proposition is .. “Ambiance”.

Starbites 2 starbucks ambience

This made me think. Is Starbucks what is appealing or just the concept of having a drink (coffee was not even promoted) in a nice & different place on a dusty road?

Would then the Starbucks concept as such be successful in Ghana or the Ghanaian Starbites version is more suitable for the Ghanaian average consumer?

What do you think?
Waiting for your comments! Here and @marialescorial

And the most universal concept of all: Soccer!!!!!
soccer 1

1
Oct

I am not worried about the buzz that says Apple is not as innovative as it used  to be in the past. This company has disrupted three different markets in just ten years. Most companies are not able to do it even once in their history.

I am also not worried  about the fact that Apple stock value has decreased so heavily. They have more cash than they’ve ever dream of.

I am worried about one problem that is reflected in two anecdotes:

  1. The most popular comment about iOS7 is …..how similar it is to Samsung’s interface.
  2. As heavy Apple consumer, I have never carried out more different plugs in my entire life

Haven’t you experienced these issues?

These two anecdotes are strong symptoms of a deeper problem from my point of view : Apple is losing its DNA.

Some Apple’s DNA genomes:

 

genome

-       Simplicity, Taste

  • I like this quote from Pascal 1656  “ I have only made this letter rather long because I have not had time to make it shorter” . Simplicity as Apple understood it requires a strong focus and leadership.
  •  Apple devoted a huge effort in the past to avoid superficial product features and to deliver true value to its consumers. This has been a key component of Apple’s culture reflected in their product and ecosystem design.
  • I am not sure Simplicity  is in Apple DNA anymore…
  • Gold I phone is great for China, however I am not sure if it is related to what Jobs called “taste”..

-       Outstanding consumer experience

  • Investor’s or consumer experiences?
  • Who is deciding the pace of Apple innovation, the consumer’s needs or the investor’s needs?
  • Who should be driving the agenda? Apple should announce news when they are ready to hit the market, not just because September is coming. The pace of innovation is not predictable, and sometimes is not even sustainable. Innovative companies know it.
  • Put first the value to the consumer,  the stock value will come short after.

-       Strong personality , Out of the norm

  • What is Apple’s image on young people? It is comparable to that of Apple’s early adopters?
  • Is Apple spirit started to be confounded with fashion?

Look at how Surface is pointing out this sensitive area in their recent communication

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I believe Apple is one of the most beloved and strong brands in the world. But this is precisely why they need a Time Out.

Breath, Take some air, Re cap, Recover the passion, Commit to the vision …and then…. Beat the market again.

 

Your point of view?

 

Have a nice weekend

 

@carmenabril1

14
Sep

Hello again, I hope you had a nice summer!

In several discussions I have about sports marketing and sports business in general, many people seem to confuse the “sports” with the “business” side. A frequent confusion is the one of “sports value” with “brand value”. This point is subtle, because the two are frequently correlated. For example, Real Madrid FC is doing great from both a sports and a business perspective. It is both a great brand and a great team, and one side helps the other.

A recent case from Greek football however clearly illustrates that these two aspects can be very different. Here is a summary of the story. The formerly public Greek betting agency (ΟPAP), was always the most important sponsor for the Greek football “Super League” (the Greek equivalent for “La Liga”). The plan was the same for the coming 2013-14 season. However, the situation changed when a major club of “Super League” (AEK Athens) was relegated  to play at a lower-level league.

 

 

 

 

 

 

 

 

The new management of OPAP, judged that this major drawback from the sports side would have a little impact on the value of the brand “AEK Athens”. Thus, it decided to keep sponsoring AEK, with an amount that is a lot higher than the amounts received by many current “Super League” clubs. From a marketing perspective, this seems to make sense. If many eyes are watching AEK every weekend, then putting your brand on the jerseys is clearly desirable.

This decision however was not accepted as easily by other interested parties. First, the clubs that will be playing with AEK Athens (and which have a lot less commercial value) next year, see this sponsorship as contaminating the competition. They would have to play against an opponent with much more resources. Then, the “Super League” clubs are furious to see that a club not competing at top national level is getting more money than they are. Many of these clubs (including the champion Olympiacos FC) have already publicly declared that they will deny the sponsorship from OPAP this year, as a sign of protest.

This case, although extreme, is not the only one. For instance, Liverpool FC has been struggling sports-wise for many years, but it is still a great brand in the UK. Similarly, the Chicago Bulls have not won the NBA title for some 15 years, but their brand is still strong.

 

 

 

 

 

 

 

 

To conclude, in several businesses (e.g., sports, education, health), marketing actions that make perfect sense from a business perspective, might raise problems if the non-business perspective is neglected. Reconciling the two perspectives is the job of a good marketing manager, but the question “How much should we consider business vs. non-business” is not an easy one to answer.

What do you think?

Antonios (Adoni) Stamatogiannakis, Ph.D.
Assistant Professor of Marketing
IE Business School – IE University

Antonios . Stamatogiannakis @ ie . edu

8
Sep

Volvemos después de un necesitado descanso. El verano ha dejado muchas cosas tras de sí y tenemos mucho que comentar por delante. Y hoy quiero empezar haciéndolo con el reposicionamiento de Lady Gaga y Hannah Montana (Miley Cyrus).

Jeff Kravitz

Aunque ninguna de las dos necesitan presentación, os hago un esbozo del punto de partida:

  • Lady Gaga es un icono musical, con un excelente posicionamiento entre veinteañeros y grupos alternativos, logrado entre otras cosas a golpe de performance. Entendiendo como performance su capacidad para sorprendernos una y otra vez con disfraces imposibles. De tal manera que llegó a un punto en el que ya daba igual lo que dijera o cantara, lo que esperábamos y queríamos ver era con qué nuevo look aparecía.
  • Miley Cyrus era hasta hace poco un icono contrapuesto. Fruto de la fábrica Disney, era más conocida como Hannah Montana, icono adorado por el público adolescente y que encarnaba los mejores valores familiares y tradicionales.

hannah montana

Iconos de gran éxito las dos por lo tanto, con una imagen muy bien definida y un problema en común: Las dos parecían haber agotado su recorrido, y necesitaban evolucionar. En el caso de Lady Gaga, por motivos de salud (su atuenda atentaba contra su salud), la imposibilidad de estar toda la vida deslumbrando, y la necesidad de llegar a un público más amplio. Y en de Miley Cyrus, para explotar sus dotes artísticas, llegar a un público más adulto, posicionarse a sí misma como artista más madura, y hacer olvidar a la buena de Hannah Montana.

Ante esto, ¿qué ha hecho cada una?

La aproximación de Lady Gaga ha sido bastante inteligente. Después de una forzosa retirada de los escenarios (y de los medios sociales) por motivos de salud, rompió de repente su silencio con un look sorprendente, que ha ido mostrando poco a poco: Su look natural. Es decir, una imagen sin disfraces, aunque manteniendo su discurso alternativo e integrador para con sus “little monsters”.

lady gaga normal

En definitiva, se ha reposicionado sin renunciar a atributos base, que hacen que su público no se haya sentido alienado y abrace el cambio, mientras migra a una imagen sostenible y de mayor alcance.

Y en el otro extremo tenemos Miley Cyrus. Hablo de otro extremo pues su camino va en sentido exactamente contrario al de Lady Gaga, y ha sido completamente desacertado.  Porque en el mundo del Marketing en general, el cómo puede llegar a ser incluso más importante que el qué; y aunque el qué tenga sentido, un cómo mal diseñado puede ser devastador…

Que es lo que a mi entender, sucedió en los premios de la MTV con un show esperpéntico, en el que efectivamente dejó claro que Hannah Montana había muerto, para dar paso a una suerte de pelele de mal gusto y bastante vulgar:

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Dicen que Miley Cyrus sabía perfectamente lo que hizo. Creo que no. Hizo lo que le dijeron sus asesores, pero no era consciente de los efectos de la actuación… No dijo que la escena no sea remontable, pero sí que va a tener mucho mucho trabajo para hacerlo olvidar…

Con lo que adelante con las reinvenciones y reposicionamientos, , pero cuidando en detalle el cómo, no sea que nazca algo indeseado.

Espero vuestros comentarios en @ignaciogafo.

THINK DIFFERENT!!!

Ignacio Gafo

27
Jul

Congratulatory messages are flooding in from around the world to mark the birth of the Duke and Duchess of Cambridge’s son, the third in line to the throne.

Which is a unique occasion for the BRANDS to join the congratulation showing off how creative they can be + engage with their customers.

I am enclosing a sample of the Advertising carried out. I look forward knowing your favourite one.

 

J&J

royal george j&j

 

 

COKE

 royal george coke

 

OREO

royal george oreo

 

 MINI

Mini Royalty has arrived video

 

MAGNUM

royal george magnum

 

 

CHARMIN

royal george charmin 

 

DELTA

royal george delta 

 

GRANOLA

royal george granola 

 

HOSTESS SNACK

royal george hostess snacks 

 

MUMM

royal george hMumm

 

SMURFS

 royal george smurfs

 

STARBUCKS

royal george sb

 

 

Look forward for your comments here or @ignaciogafo.

THINK DIFFERENT!!!

Ignacio Gafo

4
Jul

How should you manage a traditional business like a Retail Store?

How far should you go in terms of online sales? What is the right balance between online and brick-and-mortar stores?

How shall you play in terms of global branding versus local heritage?

How to incorporate new technologies in order to enhance customer experience?

ahold supermarket

Ahold CEO, Dick Boer, explains in this interview from Mc Kinsey how he successfully managed to reshape Ahold business.

Some points to be considered would be :
- The importance of focusing on what you are really good at.

- Power to innovation… provided it will reinforce your positioning and provide with an enhanced customer experience.

- Do not get obsessed with Global Branding. Global Brands are not the best choice for all Industries.

ahold

- CSV can also take place in retailing. In this case, in what has been termed Responsible Retailing.

- Conflicts are going to be there. You should not escape from them but look for the right trade off.

- Last but not least, give things a trial. Step by step approaches are very sensible choice.

ahold brands

Ahold seems to be in the right track by focusing on their customers and their postioning. whilst keeping an eye on continuous improvement.

Good approach for Retail Busines, that will definitively give an edge to Ahold over other traditional players.

Look forward for your comments @ignaciogafo

THINK DIFFERENT!!!

Ignacio Gafo

PS: Sorry not not posting as usual. It has been quite hectic but I promise to come back to the usual delivery rates.

8
Jun

In two previous posts, Nacho and myself tried to approach the “Mou@Real Madrid” issue from a marketing perspective:

Nacho: http://marketing.blogs.ie.edu/archives/2013/03/por-que-deberia-despedir-el-real-madrid-a-mourinho.php

VS.

Antonis: http://marketing.blogs.ie.edu/archives/2013/04/why-must-real-madrid-keep-mourinho.php

Now Mourinho is gone, and officially continues at Chelsea FC. Interestingly, marketing discussions followed him to England.

Marketing Magazine has an interesting article on what marketers can learn from Mourinho. Here it is:

http://www.marketingmagazine.co.uk/article/1184733/five-marketing-lessons-jose-mourinho

My personal favorite is lesson number 1; “Do not be afraid to polarize opinion”. Evidence that Mourinho does this well comes from both the debate that Nacho and I had here, at the the IE Marketing Weblog, and the mixed reception that Mou had at his last game in Santiago Bernabeu:

http://www.goal.com/en/news/12/spain/2013/06/01/4019010/mourinho-receives-mixed-reception-in-final-game-as-real

Although polarization of opinions may sound negative at the first glance, in my opinion it is something to be embraced by any marketeer who wants to follow successful “segmentation-marketing-positioning”. In simple words, it is impossible to target “tech-lovers” without alienating (at least a bit, at the beginning) “tech-haters”. Or, a rock band cannot target a younger – revolutionary audience, without alienating older, more conservative audiences.

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Finally, Real Madrid cannot have really loyal supporters, without making the Real Madrid brand disliked to Barcelona FC fans.

In sum, the moment a marketeer decides to position a brand at a segment, he/she decides that a different segment will probably dislike the brand. If the marketeer does a good job, the two segments may end up fighting on whether the brand is good or not. So, such a polarization of opinions, is a stamp of a job well done. Something marketeers should crave for, not be afraid of.

Oh, and I promise to stop Mourinho posts here. Enough with polarization :D

Best,

Antonis

Antonios (Adoni) Stamatogiannakis, Ph.D.
Assistant Professor of Marketing
IE Business School – IE University

antonios.stamatogiannakis@ie.edu

3
Jun

Ya los dijo Denise Shifman en The Age of Engage: El Marketing actual precisa conectar y enganchar con sus clientes. El Marketing ya no puede basarse en una comunicación unidireccional donde las marcas le dicen a sus clientes lo que tienen que hacer. Estamos en una nueva etapa, donde abordamos a clientes bien conectados e informados, que quieren interactuar con sus marcas, ser escuchados por éstas e incluso decirlas lo que tienen que hacer. Interacción en la que, como venimos diciendo en este blog, todo lo relacionado con el Marketing Digital es clave.

engage

Dicho lo cual, hoy os quiero hablar someramente de una compañía que está arrancando iniciaitivas relacionales bastante interesantes, en aras de crear una Comunidad involucrada, activa y fidelizada en España. Os hablo de NIVEA, de la que quiero destacar 4 acciones:

 

1) Lanzamiento de “Nivea bajo la ducha”

El producto es un nuevo acondicionador corporal, que en este caso están entre otras cosas comunicando con un flashmob que se organizará en Madrid el próximo día 7 de Junio en Callao, donde regalarán muestras del producto y camisetas de Nivea.

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2) Stresswedding en Facebook

Esta segunda inciaitiva está en Facebook. Es una suerte de juego online, donde se invita a participar en las bodas de terceros, votando por la música a bailar en su boda.

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3) Nivea Tester Experience

Viene a ser una especie de foro de discusión basado en Facebook, donde las personas que se han registrado como testers de la marca, comparten sus opiniones sobre diferentes productos, y lanzan sus opiniones y recomendaciones.

niveatester

 

4) Patrocinio del Real Madrid

Esto, es una línea diferente, puesto que está dirigido al público masculino de Nivea for Men. Patrocinio con el cual han iniciado diversas campañas y promociones, como la que lanzaron hace dos meses con una aplicación móvil con Marcelo, Higuaín, Arbeloa y Ramos entre otros, amén de diversos anuncios ATL.

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Los resultados están ahí: Crecimiento de la empresa en España a pesar de las crisis económica, 256,708 seguidores en Facebook y un posicionamiento de marca reforzado a golpe de innovación promocional. Bien por ellos. Esperamos más!

Espero vuestros comentarios en @ignaciogafo.

THINK DIFFERENT!!!

Ignacio Gafo

 

 

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