Personal brand of self (relato frugal)

This week's been two things that combine a common element: the wonderful world of self.

The new law autonomous

Autonomous took time vindicating a more human status by the Spanish Treasury, who treats us more or less like a plague.

  1. One of the main claims revolves around the reduction in the minimum monthly fee autonomous (267,03€), factures that equal pay 0 € or 5,000 €.
  2. Another is that the share out proportional to income, which as everyone knows, its variables.

Maybe next time, there has been no luck

For neither 1 not even 2. The quota will rise slightly and will not be proportional to income. Bravo!

Yes, agree, There are some assumptions improvement. You can read the this article, but one thing is clear to me: all who have debated, drafted and voted this law are politicians on the payroll; not a single autonomous. That may explain the lack of sensitivity to the demands of this group to which I belong and may you who read this also.

The autonomous not sick, no accidents, It has a meta

Whenever statistics are compared, it concludes that despite how badly this group is treated by the administration (or precisely why), autonomous never falls ill. And when it does, It is to die.

Yes, indeed, If an autonomous does not work, Does not charge. But pays. There's an important difference. Why self has been forged to work in subhuman conditions of high fever, severe migraines or other collective diseases that mean a prolonged sick leave. this will (we) confers special status, the Supercrack, a Metapod it does not go out or kryptonite.

A hearsay frugal (and real) to confirm the above theory

the trigger

late Thursday. Two days ago. Dr. Francisca Morales, coordinator and academic tutor Master in Business and Institutional Communication de la UAB (Autonomous University of Barcelona), I had summoned me for the third time in the last five years to the kind of closing of the academic year. About what? You're right: Personal Branding.

The journey of the antihero

I do the bike ride, as I have always done (I have some allergy car), and when I'm entering the UAB campus in Bellaterra, something happens.

The invisible enemy

damage to the bike

Trail of oil in the central part of the carriageway / Trestle detail embedded in engine

Front sun prevents me from seeing clearly a trail of oil that lasts for more than fifty meters. Without even touching the brake (iba only 20Km / h), the front wheel slips and makes the bike and its occupant (I) We fall on the left side. Oil was the invisible enemy.

It was a spectacular fall, of those films. But I was not prepared. ungloved, in short sleeves, I ended up with my left hand full of scratches, hematomas, broken pants, the broken shoe.

The reaction illogical

What would have made a sane person? Call an ambulance, brands of asphalt were present in wounds, with danger of infection. There was a slight blow to the helmet. A driver who saw the crash helped me lift the bike (weighs over 200K), I had raised me for my own foot.

What did I do? Look at the clock, They are missing 15 minutes to start my lecture and even had little more than one km to reach the living degrees of the Graduate School. The bike would not start. I waited two minutes. He tore. I saw that the bridge was nailed to the casing due to the impact and side almost touching the ground. He had to be careful. I reached the enclosure.

First aid

I asked the porter if he had kit. Of course. I washed the wounds with soap and water. I let it dry. Then very strong with hydrogen peroxide. I let it dry. And then added antiseptic iodinated. It was one minute to begin class.

Upload a floor, I see Dr., my good friend Francisca. I think crazy for wanting to class. But when I see so many people sitting and waiting for the talk, I come up. No waiver. escuece, but now my mind is not on wounds, is a team to be prepared cracks DirCom (director of communication) employed or self (they have explained the truth about what's out there).

francisca Moralesa

La Dra. Francisca Morales entering class in the Master DIEC / state after the accident

There is no pain

There is no pain. no motivation, no fun, no desire to ask you and you know answer. It was good. At least that was my impression. A couple of hours passed me as 10 minutes. It's like a drug, the effect is brief but intense.

Autonomic personal branding

Class time

Just, applause, more questions, this time individual. They have mounted a four piscolabis get snacks and a kind of Lambrusco. All goes well. Moment of euphoria for them (they go on vacation) and for me.

aid seconds

Francisca accompanies me to a small clinic at the University. A great woman. I cleaned (good) wounds and put me gauzes.

The next day I go to the hospital. radiographs, more cleaning. nothing broken. Dermoerosiones left costal contusion and several in arm, elbow, forearm, hand and knee. Treatment: repose (I look for in a dictionary means), topical cures for a few days, anti-inflammatory and drink plenty of water to not sneeze (the ribcage is touched).

Life goes on

I'm fine, damn it! Did not I say I'm an autonomous?

 

Vector by Shutterstock.com

PD: The news of the talk has been reflected in this article UAB: Prom for DirCom UAB

#Storytelling How to weave the perfect story

Can someone tell a story, for it is well told, It is unbeatable? Perhaps a perfect story?

I take a few years following the greats storytelling, reading books, going to talks (I've been), reading articles, attending workshops, drenching of the best TED. I've even given my own workshops on the subject and some other paper. In the background, the story is one of the most important message formats in managing our your personal brand given its ability to connect.

Is there a perfect story?

Like you, since childhood, stories captivated me. First stories, and storytellers. Years later, I dedicated myself to advertising to help tell stories (yes, with sponsor). I could talk about a dozen ads, from books, of songs, films and artworks that would be close perfect story. My perfect story, of course.

There are countless examples of excellent personal account in speech Martin Luther King “I have a dream”, in the final speech Chaplin “The great Dictator”, in graduation speeches like Steve Jobs one Stanford, that of J.K. Rowling a Harvard or the Emmanuel Faber at HEC.

But it was reading the book “The social employee” where I found a story that would swear that contains all the ingredients that make up this story, that storytelling perfect.

For Chipotle, content marketing in pure state

Towards the end of the book there is a chapter on how content marketing can empower employees in an organization. Is a success, the brand of Mexican restaurants and catering Chipotle Mexican Grill.

The campaign created in 2011 by name Back of start (back to top) masterfully recounts through an animated video the brand history through their values. It is a brand that advocates sustainable agriculture and livestock. Although not everyone communicant with this message, the video goes straight to the emotional cortex, with a clear message, outright.

The original idea was simply Chipotle leave it in a post YouTube. But it became viral, It is demonstrating that the ability of a video spread like a plague only obeys excellence, no desire. He began to win prizes and to create high-quality debates and controversy. Obviously, competition harshly attacked sustainability in brand values. It became the most watched TV ad in USA, although it had not been conceived as such.

One of the key ideas, in accordance with The social employee, is that of “contributory consumption”. Is based on many consumers like to think they are “doing good” with their buying decisions. We know that, effectively, as consumers we like the idea of ​​commitment to something. And need not necessarily be a cause like breast cancer or poverty. in food, It can be something as simple as integrity. If you've seen the video of Emmanuel Faber (CEO de Danone) I mentioned before, the commitment to a cause like social justice You may be behind a big brand.

Back to start

No I want to keep you in suspense any longer. If you do not know the campaign, Here's the video:

The components of the perfect story

This example of Chipotle goes like a glove to structure what could be the perfect scheme components account. And if you let me, I tell you with a picture:

infographics: components of the perfect story, by William Recolons

Background infographics by Shutterstock

Human

The human component the story is essential to bring the message to the brain and heart. I remember the animated film Robots, in which despite being machines, robots had human behavior and emotions, what it was near and generating empathy. We must ensure that the content connects and displays the values ​​of our brand, whether commercial or personal. We need to find the emotional core of the story and its relation to vision, mission and values.

A storytelling corporativo, Scott Davis defined and referenced in the book:

If history does not reach your employees, If you are not able to make it elevator pitch, If you do not know what role should develop to vitalize the brand, they will not feel the brand as their own. In this case, the company misses a huge opportunity for branding

Different

No two drops of water equal. We like to think that to understand that we are essentially different to others. But differentiation should not be an end in itself, but a powerful means to give value to a speech. Stay hungry, stay foolish (keep your hunger, Keep your madness) are not words of Steve Jobs, but he gave a masterful sense of this invitation to see life differently in his speech to a graduating class of Stanford University.

Humanization and differentiation go hand in hand. Crean Pride of belonging. I do not know who feel Apple employees, but I would be more than proud to work for a brand advocates think differently.

Simple

It is the hardest. Our goal is to convey an idea. A. Among the things I hated about working in advertising, one of the worst is that many customers in the briefing gave us a list with five goals… five? in 20 seconds? Impossible. The good story is the one that manages to convey a central idea and that can be summed up in a nutshell:

In the century 33, a period of civil wars going on in the galaxy. A rebel princess, with his family, his guards and the treasure of the clan, It is being chased. If you can cross the territory controlled by the Empire and reach a friendly planet, will be safe. Sovereign knows and publishes a reward for the capture of Princess

Does this sound? elements as the value proposition and formats as mentioned elevator pitch They help keep the essence when summarizing and convincing when there is little time.

Related: Working the value proposition

A discipline that helps in simplifying concepts is the mind map as document tree. It forces us to structure the essential parts of a speech before developing. In fact, each party supports its own content.

Viralizable

Creator dream stories. With “viralizable” I have not found a better word to express the story has elements sufficiently attractive, surprising and rich enough to expander itself in the style of a virus or an epidemic. As I mentioned before, not enough to simply hope that a story is viralizable, It would be too easy. For Chipotle not intended, but the sum of elements (humanity, difference, simplicity and ability to transform) he got it.

So, abandons the idea of ​​giving a briefing to a professional or an agency with a “I want to make it viral”. That would imply that it is manufactured in series viral, And it is not like that. It depends on the level of transgression of a story. Susan Boyle, a complete unknown, a scruffy wearing printed word “failure”, He got up on stage with his singing in the program Britain’s got talent. In this case, the key to success story (more of 150 million views on YouTube) It was the element of surprise: Boyle broke limiting beliefs, barriers, tl status quo.

Transformer

This is my favorite. Transformer. That moves to change, which mobilizes, that extends the vision of something. Video Chipotle, the transformation takes place within history itself, and the audience assumes it as own: It is the journey of a farmer and rancher toward mass production and then return to the authentic, to the nature. Who see the ad can change your idea about the convenience of the big fast food chains and you subscribe to Chipotle. And not only for the sustainability of the planet, for each of its inhabitants, People and animals.

Certainly, the stories of Martin Luther King, Kennedy, Jimmy Carter, Obama, Gandhi, J. K. Rowling, Emmanuel Faber or Steve Jobs have moved us to change anything. They have had transformative effect.

 

I hope this text will help you internalize the keys to a perfect story, or at least as round as possible. I thank those who have helped me better understand the importance of the story, Specially to Antonio Nunez, George Lakoff, Daniel Iglesias, Gay Victor Zaragoza, Christian Salmon… and Chipotle, of course.

Brands and values: political correctness commitment

Lately I try to draw positive conclusions from the misfortunes that surround us. The relationship between brands and values It is getting closer, to the point of passing entertainment functionality and ultimately the commitment. I remember that phrase Lao-Tse: “Perfection is the will to be imperfect” and I confirm that imperfection is a human trait, not intended for robots.


2016, the year fell confidence


first Brexit and then the victory of Donald Trump. Both factors have shaken the state of general confidence. So pick up the latest executive summary Edelman Trust 2017, which I recommend you take a look to understand better what's cooking.


positive reading: Behind the brands and organizations there are people


The positive moments of crisis is that people tend to use more and more wisely our Superpowers, Our values. brands, and that includes people, not content with wanting a place in our minds, now they need to do in our hearts.


Not cursilería, It is committed


When the word heart is used around the time the 14 February can fall into the trap Valentine. When I talk to heart I do not mean to love but emotional commitment.


Every day should be Cancer Day, the Mother's Day, Book's day, The day of love. That's the challenge for companies and individuals that manage them, the challenge of branding is to create awareness and step, leave some side marketing (that no one be offended).


Do they need companies Branding Department?


As the water we drink. They need to understand that brands represent emotional bonds with their users (I hate this word, but I prefer to “consumers“). Brands need to define emotional territories, the place they want-and can- occupy in the hearts of people. should imbibe, however difficult it may seem, human values.


Not like everyone is key


Pretend to be Coca Cola, multigenerational cross mark, It is a difficult path. The reason that this brand connect is not in their bubbles, it is in your brand story. Personally I do not like the tail of any brand, but emotionally I led mark inside because Coca Cola has become a symbol of happiness. And now I wonder whether brands should keep in Matrix, always like or should mutate.


In an unjust society, And brands can be? engage


Commitment is one of the most humanizing values. As a result of the Super Bowl, every year more budget marks the American television jostle for space with extraordinary ads.


It was just an intermediate of the Super Bowl 1984 which encumbró the birth of Macintosh with impeccable staging of Ridley Scott and script BBDO.


This year, and recovering the context of values, I really called attention to these ads Budweiser and Coca Cola. These brands have not been the only ones to confront Trump and model of America closed itself. But the commitment of Coca Cola and Budweiser is evident in a piece that highlights what Trump does not want to see: that great nations have been created from diversity, from acceptance of the human condition.


The United States has never been white, They are the result of the mixture of many races and cultures that have survived and have been integrated as a single brand. I leave Coca Cola ads and Bud, and I invite you to think about values ​​and commitment when you have a brand to manage, including your own: Del RSC al RSP.



Cover image by Shutterstock.com

And you? Have you already found your superpowers? #TEDxLleida16

Superpowers? What is this about?

The 30 September I get a call from someone with superpowers. Ricard Pons, good friend and personal brander, and other non-minor roles. We often talk occasionally, and us when you can. I proposed for a TEDx rapporteur. I dont believe it. Because I? ¡Oysters! It seems to be serious! Shortly after I talk to of Pau Samo, his great colleague, good friend and coordinator TEDxLleida. Paul confirms.

Damn it! The plot thickens. I propose the date is not going well. consultation with Eva and Fran, those responsible for the commitment he had acquired for 11 November, scheduled for TED. Salvados! The other commitment is flexible on dates. The 12 October is already announced my participation in the web of TEDxLleida. Less than a month. There is no turning back. Or if. Timely flu. Isn't it?. I throw. With two. In addition, prepare it can be fun. I'm going there. go… And what I mean? I say that the audience is very wide, unspecialized. Come on, that the public could be my mother. A challenge.

looking topic

Talk about personal branding as if at a congress will not work. But I will have seen hundreds of TED talks over my life. And there is a pattern. There is always an inspiring idea. There is almost always a personal story related to that idea. I look inside my. Why I'm here? Do I have a vision? Yes! Is that! I help to draw futures. That is my vision for many years. And now the question: What led me to define that vision? Clear! Working with people. I went to work for “big” brands and businesses work “little” brands. And no color. From big to small. Small are human, they are persons, real, you durable, authentic. In fact, small would not exist without large. This gets pretty. But I need something more. What makes us different businesses and individuals? Here! I have it. And begins “V”. Values ​​are.

Small Data: the power of people

Small Data: the power of people. Genial. I have already title. Surely I'm not the first person who comes up with it from “Small Data”. Indeed. I look at Google. Ricard looks in Google. share links. But there is nothing to fear. My approach is different, speaking of humanizing, to provide corporate brands and businesses soul. And that comes only with the power of people. People and their superpowers. Without being aware, people have something, a driver, that makes us superheroes… What will? Values ​​are.

Superheroes no longer spend layer

Isn't it?. This idea of ​​a guy who flies or climbs and carries layer we leave for film and comics. In real life superheroes do not wear layer. And often we do not know they are. The world is full of people who have overcome obstacles unthinkable. ordinary people. They live in your ladder. Among friends. Among your relatives, your colleagues, your customers… They live within you. They are more like Woody Allen than Arnold Schwarzenegger. And so, What has allowed them to lift your head and pull forward? Values ​​are.

Companies do not yet know the extent of that driver in people

It is very green. Few companies have understood the power of his people beyond their basic skills. Still, in the SXXI, call “employees” their staff. RAE. Employee = Used, used, Spent. So we are not going anywhere. Where is our humanity? But back to the heart of the matter. Companies have people, and those people have super powers. I know. You think I'm like a goat. And you're not going bad at all.

You are seconds away from knowing what the hell are the superpowers. And how they can help companies to multiply their strength connection with its markets. I leave you with the video Small Data: The power of people. It contains a small personal story. I am very sure that when you're finished to see your own back grope in search of a layer. Look no, your values.

Happy week!

 

Tell a story 6 seconds

When I started working in advertising, the usual format of advertisement was 30 seconds (30”). Of course, tell a story in half a minute was not an easy task, because normally the unfortunate event that the client wanted to explain more of an idea was.

The time is gold

The format of 30 "had been imported from the Anglo-Saxon countries, which it remains the standard, But Spain is different very quickly reduced 20 format was imposed "and a little later, with the advent of private TV, the 10 ".

If it is difficult to tell a story 30, Imagine in 10 ". Creative advertising had to squeeze the maximum transmitting neurons to get some idea at the time. But as contradictory as it seems, That was the only way to convince customers 1 ad = 1 idea.

Even more difficult, 6 seconds

Many moons later, and in 2012, in the digital age, arose Vine, an app designed to publish videos only 6 ". it seemed impossible, But I came which was acquired by Twitter- It was a challenge that many creators accepted: They emerged the Viners, counters short stories that became protagonists storytelling one formato corto.

Artists in 6 ", the Viners

Although I have been an observer in this network creator, the truth is that I take my hat with creators Andrea Compton, Herrejón, Antón Lofer, Jorge Cremades and a small army of artists able to tell a lot with little.

Vine closes its doors

Twitter has taken the decision this week Close Vine, which has been overtaken by new video features Instagram and Snapchat. The truth is that many Viners knew long ago that this would happen and migrated to other platforms. The platform promises to keep the app, but they can no longer upload videos. shame. It is certainly not always a good idea is a cost effective idea. Long live Vine, the micro-storytelling.

Vine image by Shutterstock.com

Storytelling: connecting speech, seduces and convinces

Stories can change the world

The factor of choice between two identical professionals with knowledge hard and similar trajectories can be at ease to get emotionally to your partner. That we have no doubts: Stories can change the world.

Although the art of storytelling goes back to ancient caves, some authors became science to include it in the Branding Trademark, political candidates, and, of course, professional. Among them I highlight two: Christian Salmon, author Storytelling: Machine fabricate stories and formatting minds (Atalaya, 2008) Spanish and settled in Chicago Antonio Nunez, author of two books on the subject, which recommend Será mejor que lo cuentes (Empresa Activa, 2007).

  • Good examples of the use of storytelling in trademarks highlight "the jump"Felix Baumgartner Red Bull, he had the world on tenterhooks for a few hours, getting thousands audiences that exceed conventional advertising campaigns, and it appears even in the Wikipedia.
  • In politics it is remarkable the use of metaphors to make speeches that touch the heart: “new deal”, "Zero unemployment", "the change", “”The quiet force”…
  • In person, cases of Jeff Bezos, Richard Branson, Bill Gates academics are examples of how to use the account for the purpose of better connection and empathy with the public. But perhaps it is a somewhat inaccurate story, know that Jobs and Wonziak Apple started in a garage without college connected with many people of humble origins and encourages them to overcome prejudices.

We all have things to say, and often the reason for not doing so is because we have been taught to separate well between professional and personal, when in reality we are talking about a thin line which is not bad pass. If we generate empathy key is having the courage to show the same interest with our strengths and our weaknesses: that's what makes us human, and that is what connects, seduces and convinces.

Not to stay only examples of famous I leave an example of storytelling applied to a professional after a process personal branding:

When it is interesting to use the personal account?

In personal branding processes we see certain types of professionals who require more than others the use of personal moments in its history to bolster their career or their skills:

  1. architects, engineers, doctors, lawyers, police. Professions often not so bad drag "fame" as some notion of coldness. Hollywood has flooded our heads hard attorneys, calculating and cold, Like police. But the truth is that the stories of these people Calan us deeply when they show their human condition; their relationships with their children, spouses, its dependencies to alcohol, other drug.
  2. Communication professionals: journalists, advertising, community managers, people who often need to connect strongly with their audiences with more than just cold data, They need the story to open hearts and generate complicities.
  3. Job seekers. They should know that things are changing, that every achievement in the career possibly coming from a story worth telling. ¿In a CV? Isn't it?, The CV is a dying format. Perhaps the personal interview is the right place. Imagine a phrase (and) style "My friends made fun of me at school for my obesity, so I studied dietary ". Is not it better than just saying "I studied dietary"?. Another format is imposed Video-CV, which we have excellent examples on YouTube of creativity that has made candidates are recruited in less than 24 hours to show skills that go beyond their professional skills (Cook, play the piano, fly a plane ...) and humanizing the discourse.

A final tip to work the personal account: In addition to carefully read the books referred, seriously consider turning a hobby into a personal account support. For example, if one is half marathons broker may share that data to discuss their skills discipline, culture of self-improvement and effort. Or if you collect stamps can give information about its research capacity, his eagerness to finish things ...

To learn more article I recommend Tino Fernández / Expansion released 22 April 2016 under the title Are you a 'Pied Piper of Hamelin’ in your job? they collaborate Andrés Pérez Ortega, Iñaki Arrola and myself based on the above text.

Image: shutterstock.com

I am Syrian

Sparkly Richard Wakefield in this action to support Syrian refugees. If I can add a micro-grain sand, and aware that I am light years ahead of advertising signing ad, I am Syrian.

For the first time in the history of Spanish advertising 23 relevant people in the industry come together for a common cause: Syrian refugees

Data sheet:

  • Creative director: Richard Wakefield
  • Manufacture and assembly: Sergio Piera
  • Studio: Albiñana Films
  • Post-production studio: Indeed 3.0
  • Sound studio: Xeviestudi
  • Sound design: Peppe Tapia
  • Art direction: Pepino García, Gara and Daniela Ramos Peace
  • Color: Jordi Murillo
  • Online : Sito López
  • sound mixing: Xevi Masip

Advertising in order of appearance:

Ana Rubbish, Rafa Montilla, Gloria Hernandez, Cuca Canals, Ricardo Albiñana, Luis Casadevall, Jose Angel Albacens, Risto Mejide, Gloria Morera, Mariona Omedes, Richard Wakefield, Maria Ripoll, Gemma Soler, Toni Segarra, Samantha Júdez, Jose Mª Piera, Marta Piñol, Pepe Fund, Joaquín Lorente, Laura Allende, Fernando Martorell, Aixalà, Lluís Bassat.

“I am discovering the need for a weekly crises”

There is no crisis history

One of the key requirements for a connected narrative is any conflict, crisis. The stories are no conflicts “cupcakes” not mobilize any area of ​​our brain. These days I'm giving talks about “storytelling” as a personal communication tool / professionals in various cities of the province of Barcelona, and something my partner Olga Villacampa and my draws our attention is the lack of awareness that exists for the effectiveness of a more emotional communication. We could call it “ROI of emotional communication”.

One of the examples we use is the blind man that a change in the way of writing poster “I am blind. Please, ayudame” immediately modifies the reaction of those who pass by his side. At the end of this post I leave the video, an excellent job.

But one point according to the understanding of any actual story is the need for a conflict. Antonio Núnez, Expert on the subject, He explains very well in his book “Storytelling in a week“. Without conflict there is no story, no emotional response.

Gerardo "Tata" Martino

Gerardo “Tata” Martino

Maybe that's why I'm not surprised hearing a phrase Gerardo Martino, new coach of FC Barcelona football: “I am discovering the need for a weekly crises“.

The media compete with each other for attention, and for that use all resources at your fingertips, including overexposing seemingly banal subjects directly or systematic exaggeration of small mistakes everyday, who become media headlines first order. Let's see, What the hell should explain the many sports newspapers, radio and television every day to fill pages and hours of football information?.

The sentence “Tata” Martino is bright, and it highlights the continuing need for a conflict to prop up the story Barca. If there is a problem, there is no solution. effectively, the blaugrana follower needs a minimum, as crises- weekly, something to fill pages and media moments and allows connecting people with people around a shared history in bars, Offices, trains…

You are welcome to European football, Martino. You come and you've done very quickly with the emotional functioning of the fans. Now you know what touches: avoids conflicts that are not in your script, direct them yourself, planifícalos. At the end, you know that the solution of any conflict is a: win three points every weekend.

Here is the video “The power of words”.

[youtube]https://www.youtube.com/watch?v = ZF8EcHkSRSY[/youtube]

We have grown, but we still love stories

 

Although now call “storytelling“, The truth is that the storytelling It is as old as humanity itself: How else you have not reached us the Old Testament?.

Although now call “infographic“, The truth is that the visual story It is as old as humanity itself: for good example, the cave paintings of Altamira.

The relats, the tales, infographics, They are powerful tools relationship and communication. When someone tells us we do not know “I'll tell you something…” our attention span is shot.

As children, Stories are narrative format that allows better communication between parents and children. Kids passionate about the stories they contain all the magic of the stories and all the excitement of who has. But the truth is that when we are older we still love stories, perhaps more than ever.

The storytelling applied to persons or trademarks is an exceptional communicative phenomenon. We have gone from “what” (what made) to “why” (the reason that prompted manufacture). Messages that arrive best are those who get thrill, get involved, and for that nothing better than a story, however short.

I noticed a few days ago I found a picture on Twitter. Here it is:

BKIwWkWCUAAgvUe

It is a simple glass of beer. But it is a vessel that includes a little story, the founder of the brewing company and the reasons that prompted him to create the company. Beer may be a more, but the fact explain his story makes us closer, It makes us a good choice. The word neuromarketing never liked, I suggest some kind of manipulation of emotions. But I always like to tell me a story. And it does not have to be quite real, fiction is accepted as a seasoning element of imagination.

The most watched ad in history is not an ad. Goodbye, advertising.

The big jump

three players: Felix Baumgartner, Red Bull Stratos and the challenge to gravity. Got together with the leap Baumgartner the largest audience ever conquered an ad. Not even “1984” Apple got that level of impact.

  • 8 millions people watched the jump live (streaming) on YouTube (the event that follows, the London Olympics, they got 500.000 people connected simultaneously on this network).
  • After landing, Red Bull posted the photo of Baumgartner flexing his knees at landfall in Facebook. In less than 40 minutes, the picture was shared with more than 29.000 times, It generated about 216.000 “likes” and more of 10.000 comments.
  • During the jump and at times, half of the trending topics on Twitter spoke jump in the world – removing the role of other simultaneous events like Justin Bieber and games of the National Football League USA.
  • Only in Spain and through Teledeporte, 4,3 millions of people they followed the jump live (the 27,8% share).

But not everything is 2.0

Indeed, Baumgartner jump it was real, as Real was the huge investment in the ship and preparations for the jump. The ground control team was worthy of a space rocket launch, and the next day there was no cover of newspaper not to talk jump.

Red Bull advertising had spent years in the world with “te da alas“, so we could say that the jump event was the perfect culmination of the campaign. A company that invests 25% of its turnover in marketing is a business that risks… and in this case wins.

Storytelling

If I had to frame the jump in any discipline communication, I dare say that Red Bull has built the best story of history. Remember the permanent tension of all the hours and minutes before the jump, impeccable script. The sweat ground controllers. The thousands of radio and TV commentators who ventured worst for Baumgartner. The risk, to plot, the control (or decontrol) of time. The preparation of all teams in the wilderness that fell. Awesome. Attraction Marketing in pure state.

own

Red Bull used its own channels on Facebook, YouTube, Twitter… to relay the event. pure innovation. Another had organized an exclusive with any TV channel, a newspaper or magazine. Red Bull did not want to share center stage, He gambled too.

You have died advertising?

The question I ask myself as advertising and as a victim of indiscriminate bombing of low-quality ads is dead Has advertising?

Surely in its current stadium itself. Consistent advertising disrupt our lives with something we do not want is disappearing. People are rebelling against us notice 20″ interrupting us a film. We prefer to burn, rent it or see it for 2 € HD through Apple TV. We are tired of turning pages and pages full of ads daily on Sundays. We turned off the radio or change the station when entering advertising. Why? For several reasons:

  • there are other options, other channels at that time maybe not issue advertising
  • Lack of affinity: Do not emit ads for products or services that interest us, making it more tedious to have to listen.
  • A creativity It is doldrums. Solo 1 guys at 100 ads contain stimulants or surprising elements.
  • We have learned to value silence, peace. And a good time to turn off the TV or radio advertising is when you enter.
  • time is over “repetition is reputation“. Now repeat abandonment is punishable by brand. A campaign issued between October 2012 and February 2013 selection of waste in Catalonia (container where you) It has achieved the opposite effect by excessive repetition. Better little and good and bad lot.

The truth is that excessive advertising in traditional media is changing the patterns of media consumption.

Goodbye, advertising. Hello, Branding

I sincerely hope that the present and probably the future- It is in the branding, the large umbrella of commercial communication. I understand branding as an integral process of value creation around a brand, either corporate, social or personal. I try to explain with this graphic:

branding_guillemrecolons

What good branding?

Is a complete process around the brand.

A corporate branding, for example, It includes strategic communication planning, we el, research concepts and insights, field study meanings brand, Brand design (Logo, anagram…), el packaging, advertising, el storytelling, PR actions associated, the “publicity” (obtaining free press coverage), Social Media Strategy, the events, promotions, merchandising, sponsorship, el product placement, direct marketing, planning and media buying, construction of supports for events, graphic arts, The graphic design, the photograph, audiovisual production, the audience measurement systems, influence and reputation-and whether conventional or online-, el street marketing, shares of retail POS (tastings, promos, signaling…), the “city branding” or brand study of cities, web design and corporate blogs, all, all.

How it is ideally design a branding strategy

Heart out. From the vision (the why) to the mission (the what) through the differential values (the how). It is very difficult from what, the process must start with why. Luther King He dreamed of an America without racism (view), and so his message struck a chord. He did not just denounce whites, I had not done any. Instead, created collective consciousness, one huge social branding action. Something made Mahatma Gandhi. And so they did asked, who dreamed of making things easier for people or Bill Gates, who dreamed of 1975 each house could accommodate a computer.

In the commercial arena, vision or dream of Red Bull has been that people fly (and he has achieved, go if you have done). The vision of BMW -in Spain- It is to awaken the pleasure of driving. This is not to sell soft drinks or cars, It is about creating sensations and emotions, to reach the hearts of people, guys at attracted by passion, not repeat. The desired response to a well planned action of branding is not “this brand has convinced me”, is “this brand speaks my language, Do you get me, tunes”.

What will happen to advertising agencies?

Many have understood the change and are offering even without specify- processes branding. The other fear that eventually disappearing or becoming specialists serving companies branding. If only they dedicated to sell ads without wanting to see beyond ad agencies will be, little more. Recently, talking to a good friend, He came the idea of ​​calling “commercial communication” the entire set of processes that I have described above. But I think it is lame, lack a higher concept, miss the mark. And brand is all: Business, institutions, people, citizen groups. Everything leaves a brand. Why the word branding (Originally burn cattle with a distinctive symbol) filled both, It is an umbrella shaft.

And what will happen to advertising professionals

In my view there is an excessive specialization around the advertising profession; there are few advertising “holistic” and there are many art directors, editors, planners, Account Managers, media specialists… The truth is advertisers do not want to see a team 5 people in a meeting. They want to talk to one, with whom you can talk about everything knowingly. That story is repeated in meetings “it will consult with the editor” bores the most painted. Be solved, advise, get wet.

If we add that few professionals understand much publicity promotions, The street marketing, events, we find that advertisers are forced to hire 10 agencies to resolve the management of the same brand: the advertising, the media, the social media, the promotion, the CSR, to the….

So, I venture to guess that the comprehensive professional branding It is imposed, will be the guardian angel of communication companies, institutions, professionals… Isn't it?, there is still no university degree of branding. Branding experts have gained their experience working in many places and with an open mind. It will be a more creative profile management, I do not doubt that, but you will have to share your right brain with some analytical capacity. An all terrain, a burner.

the brander

Although there are no studies yet to be "Brander", may I recommend some readings to understand the phenomenon of branding

Puro Marketing article published in the 11 March 2013