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 (yes, 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. Marketing de atracción 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.
  • The creativity It is doldrums. Solo 1 of 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, outbound, el storytelling, PR actions associated, yes, “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…), yes, “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, of 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

Are we born under the brand of racism?

 

Today was held the annual meeting of volunteers Alta Health Foundation, in which four years ago collaborate. Although surrounded wake of snow, an encounter is essential to restore faith in the goodness and people, I did not so I thought twice and I attended with pleasure.

Some believe in spirits, others celebrate religious rituals and others turn to yoga. They are good recipes. But after having tried many things, I find nothing as comforting as a volunteer in relevant project. In the case of “my” Foundation, the mission is welcome children and their families in situations of vulnerability and risk of social exclusion, and accompany them in their socio-educational processes to, in a pluralistic environment, become active members shift toward a more cohesive and just society. That's nothing. My concrete collaboration has been during the first two years teaching Castilian to groups of adults, and in the last two years I am working on communication equipment.

At the meeting, they have attended 36 people (of 55 Total volunteers) many issues have been addressed, but the core was the identity. There has been talk much about the misconception that a person, a boy child of immigrants, You can have two identities (the home and host country). The child will have an identity, with a very large component of the cultural wealth, but one.

The meeting had centered on the issue of a video I beg you see, Is absolutely Awesome:

[youtube]https://youtu.be/5bYmtq2fGmY[/youtube]

After watching this campaign against racism Mexican, We came to a first conclusion: Racism is not something innate in man, It's a cultural thing, fostered by education and family.

The question is how you can fight it?

ideas, with patience, with volunteers, with media. Many things, unfortunately, not many. As teamwork we have had to deal with a case of complex cultural shock:

A girl in Bangladesh, Secondary 2 student at a school in Badalona 13 years old , It has bad grades. The Foundation will help to strengthen studies, but the basic training is insufficient for the child to catch up with their peers. The girl's father says that if the girl does not approve marry a cousin.

How about?

Stories like this are everyday Foundation, a challenge for managers and volunteers who work there.

racismo_mexico

The first hero of the Twin Towers

that fateful 11 September 2001, as he watched the images of the plume of smoke coming out of the north tower World Trade Center, Philippe Petit remember the morning of 7 August 1974 in which, shortly after 7 am and precisely from the north tower itself, would the first steps on steel wire that separated the Twin Towers del World Trade Center, To over 400m. Tall.

During forty five magical minutes, Small he toured the cable end to end, jump, HE sat down e, even, did reverencias He surprised the audience that filled the sidewalks Manhattan unable to remove the view of figure dressed in black, over their heads, ran the space between buildings newly released. Even the police, to stop Petit, hesitated whether to applaud or handcuff.

Philippe Petit, their 24 years old , He had become a legend.

and they climaxed six years of planning, Petit in which not only had to practice his skill as tightrope walker. He also studied everything about the building buildings and the way in which he and his collaborators could to get the necessary equipment to the roof of the north tower without waking suspicions.

His feat had such repercussion that were removed the charges and, instead of going to jail, It was invited to play your ride Central Park. In addition, He was given a lifetime pass that allowed the visit to the towers and Company it was recorded in one of the steel beams of the north tower.

Since then, Philippe Petit ha travel the world walking on the wire in all types of locations, as the Cathedral of Our Lady one to Torre Eiffel, on Paris, or the Sydney Bridge. They have written several books around her walk between the towers and, on 2008, It was filmed a documentary that included the original images.

The history Petit's feat, which began by reading a magazine in a dentist's office, we sample Like the goals are attainable wherever they used determination and passion, Guided by an appropriate strategy without skimping on knowledge.

And, first of all, must be a view, and here is where the success Petit and other great artists and geniuses. This concept is well reflected in a sentence, attributed to many authors who did not cite any, what does it say:

“Innovation is to look where everyone has looked at and see what no one has seen”

In front of that magazine where others had seen the announcement of a fantastic construction, Petit had a vision: He saw an opportunity to display their art, to shine and to do something that the rest of humanity considered impossible.

Still today, their 63 years old , Philippe Petit sigue chasing one of his dreams most craved: cross the Grand Canyon.

“incompetent headhunter”: These great creators of personal brand

In 1919, a young artist was fired from the Kansas City Star that “It lacked imagination and he had no good ideas”. It was called Walter Elias Disney, and four years later founded The Walt Disney Company, one of the largest media and entertainment companies in the world.

Few combinations of first and last names have as much ability to suggest emotions, values and all kinds of attributes brand. Few people have developed an activity that has marked so strongly as many generations as it has the artist who gave life to Mickey, Donald and many other unforgettable characters. It is very likely that none of these characters come to life to be at that “headhunter incompetent” that Disney fired del Kansas City Star.

Perhaps Disney had continued drawing advertisements for newspapers and, surely, I had a great race, in view of his undeniable talent. Possibly, when the young Walter came to Hollywood with 40 dollars in his pocket and a film unfinished in the suitcase was not aware that, at that moment, It was to be born the largest “dream factorys” modern history.

All we have ever enjoyed with “The Sorcerer's Apprentice” or “The Lion King“, to name just a few examples, we have to thank a “headhunter incompetent” is crossed in the life of Disney and “facilitated” creating one of the personal Records most influential twentieth century.

Perhaps Walt Disney is one of the most striking cases, but there are many: Elvis Presley, Michael Jordan, Oprah Winfrey, Jerry Seinfeld or the same asked are good examples. So, If one day you come across a “headhunter incompetent”, Remember the story of the young cartoonist Kansas City Star.

A dismissal may be the beginning of your personal brand, although it would be better not to wait for that time, so why not start tomorrow?.

Who says that a resume can not be emotional?

Globalization and widespread standardization have made it possible all curricula of the world are equal, almost clonic. We are surrounded by webs, consultants, regulations say how it should be written a resume. It's curious, almost all agree at all. Dates in order of most recent to oldest, without excessive personal data, written in 3rd person ...

The main conclusion is that today, A resume is something really bored, frio e impersonal. And the question is are we sure that this is how we want to see?.

Let me propose another way to make. to get started, Why not video?. Let's be honest, paper do not know how you are, What tone of voice you, what you look ...

More things, Why not a curriculum with a little history? A sort of story. I do not know you, but I am very interested to know why someone decides for whatever career, one or another profession. What is the trigger?. That says a lot of people. So get exclusive curriculum, unique, personal.

to sample, a button. There I leave my trigger:

I decided on advertising to 14 years old . then Paco, a guy dressed in hippy with a supermoto often came home to find his girlfriend My aunt Elena. It was the year 1975, and that look so extreme, the motorbike, blonde, the glamor ... called my attention. It went against everything established, breaking the codes of the time, He was transgressive. I asked my aunt what worked her boyfriend. "It ads", He said "works in an advertising agency". Two years, when I was 16, I made my first stage of practice in which Paco agency was Creative Director. I am now advertising, and since then I have always worked in the communication environment. Perhaps you will ask me what has become of Paco. Another day I tell you (I swear).


<!–[if gte mso 9]> Normal 0 21 false false false ES X-NONE X-NONE MicrosoftInternetExplorer4 <![endif]–><!–[if gte mso 9]> <![endif]–> <!–[endif]–>Globalization and widespread standardization made it possible for all the world curriculum are equal, almost clonic. We are surrounded by webs, consultants, regulations say how it should be written a resume. It's curious, almost all agree at all. Dates in order of most recent to oldest, without excessive personal data, written in 3rd person ...The main conclusion is that today, A resume is something downright boring, cold and impersonal. And the question is are we sure that this is how we want to see?.

The impressive history of the guy who found the job he wanted using Google Adwords

Subtitle: And it only cost 5 €!!

Sub-Subtitle: Based on a true story

Imagine your life's dream is to find work as a copywriter in one of the 5 best agencies in the country. Imagine also, you're broke and you can not spend more than 4 or 5 € to get your azaña.

I would say the same if your goal is to get into one of the best law firms, economists, engineers. I would say the same if you want to find a good place schoolmaster, commercial manager or whatever you want.

It is easier than it seems to be. You enter Google, are looking Google Adwords and buy some keywords. If you want to buy "adman" will cost a paste. And we only have 4 5 €. Adwords formula is not closed price, if not you pay for auction. If no one wants what you want, will cost 0,15 by clicking, really cheap. But if you want to buy general words like "creative side”, Be prepared to pay a pretty penny.

In our history, what we do is Buy the names of the best creative advertising the country. Why?

Because when searching your name on Google you will find our ad: "Hello Creative Director XXXX, Googlearte yourself is fun. Hire me as a creative in your company, as well. Giving me a call. You are late."

Well, this little story is true, and it ended well. Our friend, whose real name is Alec Brownstein He managed to enter as a senior editor at Young & Rubicam. the contrato Scott Vitrone, a creative director who was amazed Alec's ability to attract attention.

I thank my good friend and companion Linda Reichard by publishing it in its LinkedIn. The story published last 18 May the online newspaper "The Globe and Mail”, and here is the link to see the full story, including an interview with the protagonists.

Beer Helping strengthen partner relationships

The impressive history of the Andes beer and teletransporter

Almost no words to describe this history of beer Mendoza “Andes” and the invention of teletransporter, a machine that simulates sistintos environments so that our partner will not know we're at the bar with friends.

Definitely, a well-told story gets more loyalty than the best rational arguments. Reach the head through the emotions. It is the key to communication. By the way, yes, site worth a visit.

[youtube=https://www.youtube.com/watch?v = iKDgYKSEN6M&hl = en_US&fs=1&]

Your father was a stoker and mine engineer

The train is back in the center of our lives. This is the new story of Renfe, become commercial, which it is already on the air a few days ago.

Renfe is able to give a return to its long and stale story to turn into something positive. Many brands do not dare to use this resource for fear of being “carcas” or fear of no interest to new generations. serious mistake. The new generations will be new, but not idiots, and they know the value of the grant experience provided that the communication is emotional and intelligent.

My congratulations to the agency responsible for the ad, Mrs. Rushmore, the producer responsible for filming, Tesauro and, above all, poster for betting on this route.

 

Never underestimate the power of a great story

Today I get this story told so well done to Canal +. Animaos, It lasts just over a minute.
The moral close to perfection: Never underestimate the power of a great story.

[youtube=https://www.youtube.com/watch?v = X7MVtgXMclI&hl = en_US&fs=1&]

Without a good story, a brand is nothing. If Johnnie Walker.

[youtube=https://www.youtube.com/watch?v = MnSIp76CvUI&hl = en_US&fs=1&]

Narrative techniques (storytelling), as old as walking directions, We offer this excellent example of how to explain 5 minute history and character of a memorable brand: Johnnie Walker. Video title: The man who walked around the World (the man walking around the world).

The great Scottish actor Robert Carlisle enlivens this short of a single plane walking through the Scottish highlands and interacting with different objects he encounters on his way. It is worth investing the 5 minute-long video.

Data sheet:

Agency: BBH, Londres/ Producer: Ruben Mercadel / Creative director: Mick Mahoney /Redactor: Justin Moore / Studio: HLA, London / Producer: Jamie Rafn / Producer: Stephen Plesniak / Director of photography: George Richmond / post Production: Glassworks, London