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#11S2013 Communication and contracomunicación: swords raised

 

Echoes of the past Via Catalan from 11 last September have exceeded covers the following week in the press. The War figures continues with the usual pace: those who are upset with the human chain have low numbers (400.000 people according to the interior minister, Catalan Jorge Fernández Díaz). Instead, those who would like to see Catalonia as a new European state initially welcomed the figure 1.500.000 people now, gigafoto as to the Via Catalana is becoming clear, It is talking about a mobilization of nearly 2.000.000 of people, which would mean a milestone without too many precedents.

Image: unique Sabadell

Image: unique Sabadell

With swords aloft, cabinets communication policy one side or the other are devoting great attention to find the best way to neutralize or maximize the effect of human chain. There are all kinds of contaminants, but perhaps the most notorious is the one involving far-right groups shouting "Catalonia is Spain" or "Puta Catalonia" in its irruption in the Blanquerna bookshop in Madrid. contaminants also appear in the side independence, the mindless classic burning flags etc.

The role of the press is key to to feed or neutralize this mobilization. In the state media would "The country"On one side and"ABC”, “The reason" for the other. “The world”, for free, always bet on the holder to help generate more controversy, go against one or against other. Televisions reinforce its role as pro or against, and so we have some more neutral as Mediaset (Four and Tele5) and others ruling as TVE or the group A3Media. in Catalonia, TV3, audience leader, He has given maximum coverage to the Via Catalana, and he has also done Grupo Godo to a lesser extent.

Rather than as a citizen Catalan me very striking it is the obsession of many media responsible for making this mobilization Artur Mas. Forgive me Mr.. But, but I would have liked to have the drawing power. Mr. But he did not read clearly the manifestation of 11S 2012 in Barcelona, he thought that much of that million and a half people were potential voters and their electoral crashed in advance. Mr. But it had nothing to do with the Via Catalana. As much, will be able to influence media coverage of the event, a little more.

Via Catalana has been a transverse movement an important part of Catalan civil society, a movement whose main fuel has a double source:

  1. The anticatalanismo visceral part of Spanish society, manifested by many of its political representatives in the form of economic pressure, explosive statements, constitutional breastplates, boycotts etc..
  2. The civil movements Catalan as ANC, all Culture and many others, they have achieved more respect and credibility that the political class.

In the communication war we are living, Catalunya has to lose, as it faces the world alone and with little support. Commissioner Almunia, few months ago I posed as something possible the automatic inclusion of Catalunya in the EU should become independent, He is championing the contrary speech since they have stretched ears.

However, messages have appeared by social networks that, not coming political color coated, are becoming excellent ammunition Catalunya: the letter of Catalan tennis, Jordi Évole article about the silent majority, Article “Catalonia” Andreu Buenafuente, Ona Carbonell demonstrations, Olympic champion… In social networks, communication that smells party or media does not get the viral interest from netizens. But everything comes from human beings, citizens, opinion leaders nonpolitical, it constitutes "the talk". And do not forget the power of a well planned conversation. Already said the introduction of Manifesto Cluetrain (1999): markets are conversations.

If the governments of both sides do not analyze in detail the transversality This phenomenon, their communication cabinets shoot salvos, little more. A exfalangista economist insinuating that you have to bombard Barcelona does not scare the Catalans, on the contrary, adds new followers to get out of Spain.

In Madrid I have been expelled twice from a taxi by phone speak Catalan ... with my daughter! Who feeds that ignorance, that pollution?. Communication is everything, and if politicians are willing to avoid hatred, they can get. On the contrary, Via Catalana will become more and bigger.

Happiness after dismissal

It is a topic to talk about dismissal and depression, mourning phase, of uncertainty, disorientation, crisis. As he had said Louis van Gaal, "Always negative". And, What about the positive side of dismissal? Why you would never talk about people who have discovered that there is a better life after an ERE? What about those who, From overnight, They have discovered that they were authentic entrepreneurs? Why do we insist so much on our coverfailures? Is there life after dismissal?

How could it be otherwise, I will begin with a case I believe I know well, mine.

For GR. Life begins at forty

Photo taken at my funeral advertising, on 2004

the what

I have the personal and professional privilege to have experienced a layoff, what was the lever launch of a new life with more flavors than unpleasantness. With more flashes of happiness than sadness. If today I dedicate to personal branding it is because of what happened at the end of 2004.

The how

I started my career very young. My first payroll, contract internship advertising agency Tiempo BBDO, It is dated January 1979. I had 16 and she is studying at night. I understood then that the environment communication, This iscreativity, advertising and all the madness that lead would become myprofession.

So it was. Pass 11 years J. Walter Thompson, then by Bassat & Ogilvy and then Saatchi & Saatchi. Total, some 20 years in the environment of international advertising agency, working for big-budget advertisers and global brands. after those 20 years I wanted a taste of being a shareholder of a company, so I accepted the offer to head the agency Barcelona Altraforma. Year 1998 and the experience could not start better.

I felt comfortable, It works with the same intensity or more, weekends, some nights. But it works "for me". A small piece of the result (If I recall one 15%) it was Min e. In 2000 and 2001 we managed to put the agency ranking places reserved for very large groups. We were a dreamboat. We receive many offers from multinational purchasing groups. The circumstances made no such offer was accepted (crass error) and that 2003 signs are sighted deceleration. I lost a client, some untimely dismissal, things happen in the best families and are often overcome.

But something happened that marked my life forever. Without knowing it, I settled on "comfort zone“, in the brain that obscures the need to change the way of doing things. It is possible that some adverse circumstance in my family environment influenced my mood, but outside any rate in September 2004 I reached out an agreement with the majority shareholder of the agency. Euphemisms aside, I was fired from the company. Let's be clear, please. I sold my shares and I went in December of that same year, after a Christmas party that became my funeral advertising.

In January 2005, and thanks to an advertiser who did not want to release my, I started my own business, Lateral Consulting. What side it came by the positive influence of Edward de Bono y su “Lateral thinking”, a book that should be read to babies in the cradle.

There I discovered that I could work like a donkey and be happy. The pressures were my pressures, nobody put me goals, I put them on my own. Without knowing it, iDEE my own personal branding plan. In 2007 I accepted an offer to manage the business in Spain TVLowCost, a young French agency that broke the mold and opened in two years subsidiaries worldwide defying its philosophy to large multinationals. The invention is not worked here, which it gave me new parameters to know what not to do, but fortunately my business with Lateral Consulting worked well.

In 2007, from Lateral, I started working on projects and communication strategypeople-oriented, professionals. Politicians, entrepreneurs, people who had suffered a layoff ... I still do not know, but my good friend Linda Reichard One day he told me that what I did is called "personal branding“.

Earlier 2010, hand that would later be my current partner, Jordi Collell, We attended a conference in Madrid on personal brand captained by sherpa Andrés Pérez Ortega, and in October of that same year we opened SOYMIMARCA.

The why. Key learnings.

Happiness exists. You just have to go get it. And that is achieved overcoming fears.

Risking is key. If you do not risk you can live reasonably well with a living wage, but it will be difficult to go to work with the appropriate degree of motivation.

You can live with less. Many people are closed in band to undertake for fear of not reaching the levels of remuneration they were working as employees.

Think big. Think big. If you have a good idea, ponle resources, do not be stingy. No idea prosper without a decent investment.

Surround yourself with the best. So far the topic. But I mean surround yourself with the best people, of people whom you can trust the keys to your life. Quickly detach yourself who do not share your level of enthusiasm for the project, It will become a toxic agent.

Become a plan. you map. Follows a script. And you see adapted according to circumstances. Do not close to change course, but keep the destination. And remember, as the Greek poet said Constantino Kavafis, the important thing is not only to reach the destination, but learning trip without forcing the crossing.

 

Marketing Humano V: The fourth C is Communicating

In addition to establishing our personal brand, built and built on real values, and on a consistent vital argument with what we are and our aspirations, human marketing establishes relationships between people, between personal brands.

Both aspects of visibility and attitude are bases of a communication strategy. Communication between people is a condition sine qua non human activity for marketing.

We live in an increasingly complex society. And we do not refer to recent years, no. Society leads evolving for a million and a half years, and even today has not stopped. yes, growing at a rate higher.

Since the appearance of the first homos until today, language has always lagged behind the need to use, until modern man has built over the centuries a system so complex language we have learned to use it even to work deception.

That is why the complexity of language does little to relations in human marketing, marketing among people, if we do a proper use thereof.

  • The brand must be consistent
  • The intention must be sincere
  • Communication should support it

So that, and based on the premise that we are trademarks and transmit control would not be inevitable that communication? control, their learning and practice exercises at three levels of our personal dimension:

  1. What you see
  2. What you hear
  3. What is perceived

1. What you see.

What you see represents the image, responsible for the first level of impact. It consists of the physical appearance, but also our ways of transmission of the message, in the non-verbal aspect. The Chine, gestures that support my message, that makes it look sincere, the palpable demonstration of our qualities as a business card or presentation. And the proxemia I stood at that intimate or social distance

2. What you hear.

Tone of voice, if expressed safety or fear, openness or doubt. Our verbal ability, supporting respect, knowledge and courtesy. intonation, the liveliness and musicality of my message. make it entertaining, nice. It is the level paralinguistic, the resources of sound.

3. What is perceived.

Energy, frankness, credibility, the trust,... our promise of value. It is the fruit, the result of the previous, but it is also the ultimate goal of a career, and structural background of human marketing.

The interrelationship between personal brands, conceptual sense and human, Reality Based, sincerity and trust is the ultimate goal of social memory installed in, that part of our brain that is intended to remember after being identified and admitted.

For this memory uses the filter of perception. And it will decide whether we have become part of a collective memory, and therefore to be among those called to interrelate in the marketing of people and perceptions. Human marketing.

Paul Adam and Guillem Recolons / Personal brand consultants

A brand on Twitter Danger or Opportunity?

Collecting data network, we see that almost 20% individual Twitter users follow a trademark. The reasons for doing so can be very diverse:

  • emotional connection with the brand (positive experiences, advertising…)
  • Keep informed of developments of each brand; products, events, fairs…
  • Monitor whether competition is. I point also there “to learn”.
  • Benefit from exclusive advantages to members of a particular network (promotion)

And sure there's more. But in any case, sufientes reasons seem to brands raise their presence in this network of microblogging. So… What's going on?, Why are many brands that are not? and Why are many brands that leave?

The answer can only be a: ignorance of how Twitter, It is representing the opotrtunidades to attract new consumers, fidelizarlos, corrrientes create positive opinion or defenerse against possible crises affecting brand. It is true that Twitter has unfinished business to create tools that analyze profitability to businesses, but do not forget to open a Twitter account is free and opens us to a world of thousands of potential supporters.

We have spoken at length on this blog about the possibilities of Twitter: Twitter as a communication medium, Twitter as a platform for dialogue, Twitter as a means of information ,Twitter as a means of contact, Twitter as a public forum, Twitter as a means of complaint,Twitter as a social network open,Twitter como SMS social, Twitter as a tool for personal branding, Twitter as a work tool, Twitter as a barometer of public opinion, Twitter as a platform for interviews and debates in real time, Twitter as a way of life , Twitter as a large base of public or private data (Twitter lists), Twitter as a stimulus to creativity, Twitter as public agenda (political and Twitter), Twitter como fanpage, Twitter as a personal page, Twitter as a promotional item for businesses, Twitter as web symbol 2.0, Twitter como teaser, Twitter as an open book, Twitter como error, Twitter as a witness everyday, Twitter as a forum for recommendations and Twitter as a means of attracting people

If this information is not understood by the marks you may be missing an excellent opportunity. Sooner or later there will be tools to measure ROI and other measurements. But if we wait too, competition will have taken positions.

Two more things:

  1. Twitter management from the company should never be done from HR. It must be done from the Communications. This is a key aspect.
  2. Please, an inactive mark is worse than a brand that is not. If you open an account on Twitter Be careful to asesoraros on how it works, and Hold a permanent thread with your followers. There is nothing worse than a brand abandoned.

Because a 50% accounts opened in Twitter by brand not used?

Maybe I'm wrong recommending Twitter brands, but if you want good examples of brands that are doing very well, here they are: Dell, Starbucks, Ford, Samsung, Kodak, TO, Hertz, Chicago Bulls, FCB, Marvel, Dunkin’ Donuts, Red Cross, Nike, Apple…

Personal branding and sellers of smoke / 2 (by Andrés Pérez Ortega)

Following the thread of the post published last week on the personal brand and sellers of smoke / 1, this time we act Amplifier post published this morning's blog sherpa personal brand Andrés Pérez Ortega. Here's the content:

Coopetidores, looters and converts

A few months ago, in the event that was organized on Branding Personal, I met Guillem Recolons already Jordi Collell. It had long since the Google Alerts informing me of his work on topics Personal Brand, and I was thrilled to meet you personally. Yesterday launched a new project on Personal brand And I think worth comment here.

I suppose some will think I'm an asshole to speak well of my "competition". I'm not saying it is, but, of course, Yes I am, it's not because of that. I think a personal brand or business is strengthened if those are part of your market have a good level. A professional or a company can not rejoice for being the only market. That only it weakens and numbs.

When I worked in distribution, I learned that the best way to grow a category is with quality products, and the more, better. If someone is dedicated to meter "shit" in the market, just hurting everyone. Because, It has emerged whenever someone has tried to make things right in this matter, like my friend Mark Thomas or people I am my brand, I've made available.

For the project I'm commenting, just look at the level of professionals to realize that they will help professionalize this concept and bring it to a good level. And that's good for everyone. In addition, they have clearly understood that the Personal Branding is much more than a nice avatar or a Twitter account. It is a combination of Marketing, Coaching, Communication, Image, Company management ... and that is reflected in their profiles.

So I think that in this world of networks, some things have changed. What makes one affects the other. If you do things right, reinforces the position of others. We can no longer talk about competitors, but COOPETIDORES.

All this is especially important because one of the things that we agree is a vision of Branding Personal that requires effort, work and strategy.

Now that the websites that speak of multiply get rich with the Personal Brand, it is important to hear the voice of serious professional. You can identify vendehumo for their websites with huge red letters and exclamations in which things like "Lose 'are promised 15 kilos in three hours!!!”.

Each time a new interesting and attractive concept emerges as occurs when there is a catastrophe, multiply the "looters”. The same applies here. Of nowhere lots of sites that are dedicated to prostituting a concept not know and do not believe that clearly emerge.

Although these vultures ideas are not the only ones who have smelled money. Even worse are the "conversos”. Normally it is R2H2 people who until two days ago Personal Brand despised and considered myself a antisistema to talk about it.

Headhunters, outplacement professionals or executives of R2H2, They have suddenly started talking about Personal Branding as if they had invented them. Because that if, do not expect any of them to cite the work of those who came before and paved the way they now use.

Both the "conversos" somo "looters" are opportunists. Seize the moment, prey on and then switch activity. They are mutants such as influenza virus. When they have destroyed all, They seek a new "guest". That has happened with the coaching, with dospuntocero or any interesting trend.

I think we live in a world that no longer worth all. It is therefore essential to support and collaborate with those who do good things and who raise the level and reporting to weaken.