Carlos Graell provides excellent lateral view of art

heartily recommend a visit to Blog Charles Graell to enjoy what could be a way lateral to understand art. As the writer said John Carpenter in his book “The discrediting of reality“, the art that has come to be has abandoned abstract representation of reality after it suffered, little by little, a process of wear (Fuster discredit words).

Graell, who studied graphic design at the Massana School in Barcelona, It has always moved in the territory of advertising, alongside people like Joaquin Lorente, Luis Casadevall, Albert Chust, Luis Bassat and many others. Currently runs a company specializing in branding. But his passion is painting, very close concerning Francis Bacon and Lucien Freud. Without further ado, I leave you with his work, you will find in this link.

Andreu Buenafuente visto por Carles Graell

Andreu Buenafuente visto por Carlos Graell

2009: We had never been presented an opportunity like this to further explore our creative potential

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“I have a dream”, perhaps one of the best examples of storytelling

I recently had the opportunity to read the book “Será mejor que lo cuentes” of Antonio Nuñez -Company Activa-, dedicated to the story (storytelling) as a communication tool. Go ahead I recommend reading any person or company that needs to make better use of your communication.

I met Antonio a few years ago at the agency Saatchi & Saatchi, where he worked as a strategic planner, and I have to say that Antonio has one of the best brains in the industry furnished.

Antonio tells us about the Attention Economy, saturation of messages and the need to establish ties with the audience through the story.

“Faced with such a troubled situation in the world of communication in the XXI century, more people who can never communicate and fewer people willing to listen, hopefully we turn our gaze to a communication tool as old as the caveman: yes, storytelling. We have simply replaced the tribal campfire, around which the stories are told, by the Internet forum, interactive television or mobile phone. "

Follow: “Part of the solution to better understand the attention economy seems to stop talking about the concept "message" and replace it with "story". Abandon the concept of "sender" and talk about "creator of the story". Banish the "receiver" and talk of "user story".

The truth is that I enjoyed reading the book, full of examples, and that somehow includes a large dose of lateral thinking, since Antonio proposed model review.

Although the storytelling was invented (He gives the example of “I have a dream” the Martin Luther King one 1963), the author has made the book an educational tool to implement in detail the use of the story.

Here you can read the 1st chapter without any cost (but the book is affordable, I do not be stingy): https://seramejorquelocuentes.com/han-dicho/

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Creativity and the Risk Factor, new message from Edward de Bono

The new message from Edward de Bono talks about the need for new approaches to the times of crisis, and greater need for creativity. I prefer that you read the original version:
lightbulbToo often people think of creativity as being concerned with new products, new services and new markets. All of these imply a risk factor. So in difficult times people tend to reduce their creative efforts.

It could be argued that in difficult times there is more need for creativity than at other times. There may be new situations to consider and new problems to solve.
Too often it is forgotten that one of the main outcomes of creativity is ‘simplification’. This may reduce costs, manpower etc. The current way of doing things may not be the best. There may even be operations which can simply be dropped. In my book on Simplicity I suggest dropping passport control on leaving the UK. Three months later this was dropped. I cannot prove any connection.

“In Europe there is a crisis of values, reigns as 'Islamically correct', Secularism is sick”

The phrase, of Magdi Allam, it has drawn my attention. It has a powerful emotional charge. You will agree or disagree, but it is undeniable that the phenomenon of immigration is changing perspectives. The Christianity, predominant in recent 2.000 years in Europe, you are losing weight in favor of secularism and religions “imported” from immigration.

The phrase appears in article Maria-Paz Lopez, La Vanguardia, Tuesday edition, page 5 under the title “Cross-Allam“. I deals with the story of an ex-Muslim baptized by Pope, you just found a Christian party in Italy. a curiosity.

The notorious part of the sentence is “Islamically correct what prevails“. The truth is that Europe is becoming a civilization “sponge“, which rapidly absorbs the phenomena that come from other areas, other cultures. Santa Claus celebrate as normal, forgetting our Kings, our mangers. We connect to Facebook, We see CNN. Some no longer remember the origin of Easter holidays, but everyone knows when Ramadan falls. Crisis of values? maybe. There are also new values ​​coming from outside. Perhaps now we are more united than before. The truth is that the picture is changing, and Christianity needs to take a media push not lose weight in the European society. Is it the .pregunta is a side approach of Christianity?

kolbe_loquenecesitasesamorI have had the opportunity to browse through the magazine ever “Kolbe“, a magazine program produced by several Catholics who teaches creative advertising a new way, an approach lateral, to understand the Catholic religion. My good friend Manolo Portabella It is one of the authors of the journal. Address Kolbe Foundation Internet is https://www.fundkolbe.org and one of its objectives is “preach the gospel putting him on a modern context, actual”. If the way to see things “Kolbe” is spread over, possibly Christianity recover part of their lost portion.

I leave you with some examples of creativity Kolbe.

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RESEARCH 'Neuromarketing': A study shows that anti-smoking campaigns trigger the urge to smoke

Excerpted from The World: Advertisers should rethink their methods in view of the findings of Martin Lindstrom. Subliminal factor is more important than it seems, according to the new book he exposes sales expert, ‘Buyology‘, a study of how consumers react to the impacts of brands.

For example, and an anti-smoking campaign warns the public of the dangers of smoking, the message, rationally, it makes perfect sense. However, thesis for Lindstrom, It is counterproductive: Get that smokers have more desire to smoke rather than less.

The book 'Buyology: truths and lies about what we buy’ He has needed a three-year and invesigación of ‘neuromarketing’ which it reached seven million dollars (5.436.000 euros), as indicated by the publication 'Advertising Age'. Lindstrom and his team have used the latest neurological techniques 2.000 five different people to decipher the behavior of human beings countries when buying is.

Among its findings, It notes that consumers are not only guided by conscious motivations; also by the subconscious. “Most of the decisions we make every day are performed on a part of the brain in which we are not even aware”, Lindstrom explained.

Responsible for the book and the study wanted to find out “What makes a brand be attractive”, but the response has been complicated. In the case of cigarettes especially. When the the tested subjects were asked whether the warnings of the dangers of snuff work, most of them answered without hesitation: “Why not”. It was the conscious side… your subconscious contradicts.

Actually, The results conclude that, When this question was accompanied by images, smokers were more eager to get a cigarette from his pack.

Fallos del ‘product placment’

Another of the most llamtivos research results Lindstrom downplays brand logos, since the book ensures that other senses, as smell or hearing, more often they mark the final decision of consumers.

The study also demystifies the power of 'product placement', the advertising technique consisting of placing a product of a brand in a TV show. In the 'reality' American Idol ', Coke and Ford spent the same amount, but consumers retained much more the image of the beverage company, as it was much more integrated into the action.

The author, whose book has just been published, recommends the 'neuromarketing’ to decipher these secrets, that surely will mark future advertising research.

recent message from Edward de Bono, father of lateral thinking: ‘thinking to be a problem

Mistranslated, would: just we think solutions for problems.

Here is the original text, my translation and my comments:

“Because we often consider ‘thinking’ to be problem solving we do not think much about matters which are not problems. If there is a wide open road ahead of us we do not stop to consider the side roads. This is what I call ‘blocked by openness’. Many things continue because they are reasonably satisfactory so we never think any more about them. A classic example is democracy which is full of faults and limitations but can never be challenged. I can think of at least four ways in which democracy could be greatly improved.

Whose business is it to think about things which are not problems?”

"Accustomed to thinking to solve problems, We do not give any importance to what is not a problem. If we move through a huge highway, always we think of the central lanes, not on the side tracks. It is what I call "lock opening". Many things continue as they are because they are already well, and therefore we never think of them. A common example would be democracy, a packed system errors and limitations but nobody dares to question. I can think of at least four ways in which democracy could be improved.

What business you are there to solve things that are not problems?”

I agree with Bono. Sometimes we tend to take for good what could be improvable. The democracy It's a good example, but we could go much further: marital relations, the parents and children,... The general tendency is to think: it works, Let it be.

However, I think there are businesses that not only solve problems, but generate new opportunities. The invention of mop –español by-the-way-, did not solve any problems, since then scrub floors hand was not a problem, It was a habit. The invention was an opportunity, Over the years and today, Yes we would consider to scrub a floor hand is a problem.

The low cost It would be a similar case. A few years ago, the price of an airline ticket from Madrid to Brussels, 500 €, It was not a problem, was aReality assumed. The emergence of low cost made generate a new opportunity to travel to Brussels for 90 €. Thanks to that opportunity, thousands of people who had not even thought about traveling there you have. Problem or Opportunity? Matter of nuance.

I leave you with this “problem” lateral thinking: In the basket there are six eggs, and six people an egg each carry. How can it be that still left an egg in the basket?. The solution in the next post.

A must for those seeking new forms of creativity: "Electoral Spots. The spectacle of democracy. "

Under this very descriptive title is being held at the Palau de la Virreina in Barcelona (Ramblas 99 next to La Boqueria) an exhibition on the election campaign spots around the world. In total analyzed 2.800 spots classified by 13 categories: Catastrophe, Firm hand, Tears, Provoto, Twins, opponents, Fiction, Animation, Musical, Parody, Homeland, Change and TV.

I recommend a visit, because it is not easy under normal circumstances see spots in Uruguay, Venezuela, Peru, remember the first spots of Bill Clinton, or our first pro-voting spots of Spain in early 80.

In addition the classification is very original, and it allows from a few guffaws in the section "catastrophic" to admire the famous spot youtube "Yes we can" in the "change".

The initiative of the exhibition and book published (DVD's included) following the same part of the City Council of Barcelona, Institut de Cultura and very specifically from Jorge Luis Marzo and Arturo "Fito" Rodríguez. Marzo and Fito explained in the foreword that the idea of ​​some papers found at the hotel where murdered Guatemala Roberto Alfa, known creative advertising specialist in political campaigns.

I also recommend the book, which allows go into greater detail about the bowels of political communication, and includes a selection of 200 Best spots on DVD.

Without further ado, I leave you with youtube piece "Yes we can".