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Crisis y embajadores de marca internos, un refuerzo de lujo

Programs internal brand ambassadors (employee advocacy programs) They are often carried out as corporate branding reinforcement. But as I wrote in another post, one of the functions to take into account these programs is to help combat a crisis.

¿Crisis? Until now fear prevailed over the opportunity

Typically in business is to think that employees are can cause a crisis; theory half empty has been imposed to the half full. But today, you have to be blind not to see it with a contrary perspective: the (misnamed) employees are professionals committed to a project, excellent spokespeople and carriers of corporate values.

The challenge of a crisis (and all enterprises suffer) it is always easier when the defense has prepared beforehand. Organizations often have a crisis manual that usually have protocols and responsible for implementing Crisis.

But the manual has become outdated if you do not take into account the main factor of business confidence between the organization and the market: employees, people like us and technical experts and academics (view summary Edelman Trust 2017).

The secret: humanize brands and organizations

The idea is clear, people want to communicate with people, not by abstract entities such as companies or brands. That puts business professionals as the main drivers of trust. As paper and bits endure it all, rather illustrate a real example:

A crisis with Banco Sabadell

I manage my finances with Banco Sabadell since the demise of the Banca Jover, my former Trust Bank, on 1999. I have always tried to wonder. In 2013, nevertheless, I suffered an unexpected setback: wordlessly, I canceled a credit via burofax.

In fact, I never asked for the policy, They offered me insisting that it would cost if not used. After more than 10 years without using, on 2013 and different circumstances cash, I used. And it was then when it was canceled without notice.

I decided to act in the same way as the bank, and I published a post in this blog denouncing this practice surprising. logically, I shared the post on social networks.

The alert system online reputation Banco Sabadell quickly detect the possible crisis that could arise. Two minutes to issue the tweet, el community manager, from their own staff, He asked me "follow back" to send a direct message. I asked in a phone message. They did not pass 10 minutes to give the phone when I contacted the bank branch manager apologizing for the error, a communication error.

It seems that the bank had no intention to cancel the policy arbitrarily. What happened is that there was a change in the interest rate, and they forgot to communicate it. By failing to respond, CRM understood that I was not interested to continue with the policy, and the rest is the burofax.

Obviously, the policy was restored and everyone is happy. A few days later I removed the post.

What I can say is that I had not responded to a tweet issued by Banc Sabadell. I did it because he addressed me a person like me, with name, surname and soul.

My current relationship with Banco Sabadell is not only good but, By life things, I've even given talks to some of its directors working with the team content.

Bidirectional communication or death

This example highlights the importance of avoiding at all costs one-way communication that still prevails -Unfortunately- in many organizations.

Like people, companies can make mistakes, but they can not respond with a bot to something that affects the values ​​and beliefs of a person, and less in a crisis situation. The bot can be helpful as a first ultra-fast response "in a few moments a professional of our company will contact you". But after peer communication is required to equal. And here comes the role of the professional as an ambassador and spokesperson for the brand.

Assign responsibilities and protocols crisis

With the above I do not mean that all responsibility is placed on employees to resolve a crisis. Obviously there is a communication department that is who should take charge of the matter.

The employee acts here as reinforcement reinforcement brings credibility and confidence. Crisis under special measures required. It is time to show that all companies are human and that companies are the sum of the people who support them.

Image: Shutterstock.com

Coca Cola 0 – Gintonic 1

The unprecedented crisis of Coca Cola in Spain

To those who never drink Coca-Cola sounds strange to us as everything that is happening in recent months with the brand. On the one hand Coca-Cola has been the aspirational benchmark in communication for many years. Even campaigns are remembered “The spark of life” or the great Christmas campaign 70 “the whole world I want to give a message of peace...” whose video I recovered for the nostalgic.

[youtube]https://www.youtube.com/watch?v = YHf6I2kwP0o[/youtube]

On the other hand Coca-Cola has always been behind major events, sports, The musicals, national, regional, locales. Coca-Cola achieved the desired positioning a mark on our planet: the brand of happiness.

But just a crisis affecting all quisque, and Coca-Cola is no exception. Marcos de Quinto, director of the brand in Spain and great conversationalist, He said a few days ago from his account Twitter “The ERE Iberian Partners resulting from the fusion of 8 Spanish companies. We support your business logic even if it hurts their labor impact”. The words are beautiful, but recently The Economist stated that The seven former Coca-Cola in Spain -fusionadas today in the new Iberian Partners- They were obtained from 2010 and 2012 a operating profit set 860,9 millions. However, The company justifies the restructuring plan launched, it will affect 1.250 workers and will involve dismissal or early retirement of 750 people, because their profits are shrinking.

Do you lose money Coca-Cola?

Following the Economist, in the first nine months 2013 She earned a profit of 127,5 millions of euros. And not only that. margin, Besides, is increasing. In 2012 was the 50 percent and now, despite the arguments used by the company, It is placed in the 54 percent sales. So we know something, perhaps Coca-Coca has reduced the percentage growth, but nothing is in the red. And many companies would like Ibex 35 have those benefits. It is clear, Coca-Cola does not lose money.

What about the president?

We have read in various media sun Daurella, the president of Coca-Cola Iberian Partners closed 2012 with a personal profit of more than 23 million and shareholders' equity 50,7 millions. But as said Andrés Toledo Puro Marketing, Daurella's reputation is in tatters because of their tax shirking (taxed in Luxembourg).

The social response

As expected, social movements and unions are chirping, because they do not understand that a company that has no losses and whose president is nothing in abundance and “deceives” the Spanish tax authorities can organize an ERE affecting 1.250 workers. But this time they have been the social networks which they have heated debate and is beginning to generate an anti-Coca-Coca campaign unprecedented in our country.

Response Coke

Click to enlarge

Click to enlarge

Today Coca-Cola Iberian Partners published this ad to justify its decision ERE: The truth is that it seems to put more fuel to the fire, since I am convinced that the 80% Spaniards did not know the existence of a crisis in Coca-Cola. Plus, the effect derived from his reading does not convince too if you're one of those directly affected by ERE.

The models are reviewed. Is this the beginning of the end of Coca-Cola?

Spaniards have passed the “cubata” the gin and tonic. This reality can not deny anyone. On the other hand, Mediterranean diet recommends unsweetened drinks or carbonated: Water, wine in moderation , juices… The consumption model is reviewed, and the hundreds of millions of euros invested by the brand in recent years can not curb the phenomenon of returning to the consumption of proximity.

Coca-Cola will not die, at least in the short and medium term, but should regain his human side, the side that prompted, to return to enjoy a special place in our minds. As I mentioned in the article published last Friday in Soymimarca Corporate Branding + Personal Branding = Full Branding, useless to mark a major effort in Corporate Branding if the image then give their managers (Personal Branding) not accompanied. Coca-Cola needs to regain its model “Full Branding”, and will not do with advertisements in the press, it will use weapons Attraction marketing and the integration of a model of corporate branding one staff. The die is cast. At the moment, who will think better standing of this crisis is the gin and tonic.

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“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]

A politician resigns without thinking, there remains dignity

 

Can you imagine for a moment that a political appointee resigns after an act unworthy of his office?

You are right, has passed!

What should never be news in a democracy it has been. Is about Narcissus Clé, ex-responsable de tránsito en Girona que, after an honorable race from 1998 in that position, fue pillado in fraganti circulando a 160 Km/h por una autopista. Clé estaba durante esos días analizando las consecuencias de una velocidad inadecuada en los accidentes en carretera.

Is it a scandal? Of course, alguien como Clé debía dar ejemplo y circular a la velocidad adecuada, in this case 120Km / h.

Image: Flickr CC

Image: Flickr CC

But it's been something exceptional: Clé presentó la dimisión a su superior solo tres segundos tras haber sido detenido por la policía Sí, He resigned immediately and no one had asked him.

In a sensible world, Clé sería una persona digna and new job opportunities so it has done. An error is always an experience, like a failure. Our culture is based on cynicism fueled by political classes that do not include the word “resignation” in its dictionary. And that's why Clé será repudiado. Hoy mismo he podido leer cómo la prensa le ha sacado -en términos futbolísticos- Red card.

No conozco a Clé ni a nadie de su círculo, pero le envío mi más sincera muestra de apoyo. There is still dignity. And dignity is more precious than prestige. Luck, Clé!

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.

 

+45: Looking for a second chance

In 2009, more of 1.300.000 people older than 45 years have now joined the unemployment line in Spain.

I read a few months ago in Expansion professionals over 45 years are among the hardest hit by the economic crisis. It is somewhat curious that this age represents the fullness of leadership, the maturity, experience. Do not have value all that? Yes, Of course it does, but also that age may represent the highest salary level of a professional. And here comes the problem.

What are the alternatives for these professionals?

Companies prefer younger. Budget issue. But questions are emerging What are the alternatives for these professionals? How can exploit its advantages?

  1. Continue working for the same company that you terminated the contract, but from outside. Starting a business is an appropriate solution to unemployment for this group. While companies cut costs, there are functions that have to keep doing and that now outsource. Because, placed on their own can be an interesting alternative, because for the company to hire these services is cheaper, and professional work in a familiar field and builds on lessons learned.
  2. Find a new job as an employee. That maybe you should take into account two factors. On the one hand, be willing to lower i perhaps more rigid working conditions remuneration (The crisis forces). On the other, in this estapa is essential leverage to Acquire training in new areas of knowledge. In other words, catch up (Languages, technologies…).
  3. Becoming an entrepreneur And why not? With 45 years one can support elements that a junior can not offer: A good network, management skills and competence most important, the value of leadership. The only brake that could have here is the willingness to change, but as the crisis forces, the approach could be as simple as "now or never".

Becoming yourself a brand

The option chosen is chosen, our advice will be the same: Working depth personal reputation, reposition, strengthened and, above all, Informing the rest of the world ABOUT US, AS WE ARE, and what we can do for a company, for a society…

At this point is absolutely indispensable tool PERSONAL BRANDING In order to get our offer to the outside world. Today, the possibilities of web 2.0 facilitate the issuance of quick messages to specific groups and economic. The curriculum is outdated, Now our base information on experience and training hangs on LinkedIn or Viadeo, or Xing or Plaxo.

If we want to extend our particular view on a topic, we have to throw the ring and blogs Twitter, publish our opinions on YouTube. In a nutshell, must be disclosed.

Afraid to jump? Contact, We have skipped a lot. grecolons@lateral.es

18. Do you use often Google to find answers?

If so, well done. Google It is one of the largest sources of knowledge. And not only for its search websites, as well as image search, blogs, Map, alerts… If you also have knowledge of English, expand your answers, since the sum razes. Google will take you to Wikipedia, a YouTube, the millions of blogs in the world, social networks, online press, thematic websites…

I only see one but. And is that many of us we do not know properly use Google metabuscador. Not the same look that Lateral Consulting “Lateral Consulting”. In the first case we have more than 1 million answers, most unrelated. In the second case we have just over 3.000 but totally related. Try it with your name or your company.

More clues?

  • AND: by default Google launches for results by joining the words entered by the user using this operator. So the final result of a search without specifying anything or using the AND operator will be the results that contain both the specified word list. The searches “Used cars AND” or “used car” you'll get the same results, a list of websites that contain the word cars and the word occasion.
  • OR the symbol "|” : If you want to specify that the appearance of the two words is not necessary in each search result, but each of them separately, you must specify the OR operator among the terms that must meet this criterion. “Used cars OR” you will now result in a list of websites that contain the term cars or occasion.
  • The operator - : to exclude search results. It must be specified before the term to be ignored so that results that do not contain the specified word are searched. “car -ocasión” will look for websites that contain the word car but not occasion.
  • You can assign different scopes to operators by delimiting them with parentheses: “(car OR motorcycle) AND occasion” will search all the Websites that contain the word cars or motorbikes and with either of these two it is essential that an opportunity appears.

special commands:

  • “site:site_name words to search”, look only on this site.
  • “site:es.wikipedia.org mathematics”, searches for all the pages that contain the word “mathematics” within the web https://es.wikipedia.org. You can check a site even when it doesn't work by clicking the “cache” that appears next to each of the search results.
  • It puts one “define:” followed by a word (not: define:Human Body) See definitions and encyclopedic texts on the subject.
  • using “cache:” before a URL, we'll be shown the content of Google's cache (this is useful at times when for some reason an address is temporarily unaccessible).
  • If you type “filetype:” followed by the extension of a file will search for pages containing the extension of that file. For example: University filetype:doc

17. What was the last time you tried to create something new?

If anything good has the crisis It is forcing the need for change. Not in vain, the Greek word crisis means change. It's hard, unless you work in the public administration, in recent years and months has not been a change in your employment status.

Right now it is when it is most important reinventing oneself. Something like a of construction Ferran Adrià, but your own ideas and projects. If you've done for years and no “sell”, urgently you need to change the perspective. Introduce new elements, evolve. The web 2.0 It has opened many new horizons. You can work online better than ever. TV viewing habits change, and increase the hours in front of computer and internet.

Can anyone imagine that personal branding might be just as fast and effective without the network?

Finally a tip. If you try while not creating something new, we go wrong. The changes come from creative processes. He spends a few hours a day to think of something new. If you need help, I suggest an old hand “A technique for producing ideas” of James Webb Young. It has years but it works.

Limitation of thought

Edward De BonoPerhaps this time crisis allow us to recover old values we had hidden in a drawer. The phase of the runaway growth of our economy in recent 30 years comes to an end. Nothing is so easy now, but you have to see the positive side: desenpolvemos possibly the culture of effort, something very useful for generating new ideas (among many other things).

I include in this post Quote Thinker Edward de Bono of 2004, entitled 8 = 6+2, referred to limitation of thought the lack of interest to continue looking for alternative answers after a first accurate answer. Bono insists on the need for not stay with the first answer, keep looking, to look elsewhere. The applications of this thinking maverick give excellent results in fields such as political, This is business management or the sport. There goes the quote:

Most people can not distinguish between: 6 +2 = 8 and 8 = 6 +2. The difference can be quite important. The amount of 6 and 2 He will always lead us 8. However, 8 It may be composed of other combinations other than 6 and 2 (5 +3, 4 +4, 7 +1).

Why is this important? Because people start to believe that you have the answer “right” no need to think that we will get further details. Having the correct answer means you do not have to hear other answers, since they can never be certain. The result is a severe limitation in thought. Edward de Bono 8 of 2004


Positive thinking finally appears (VW Passat UK)

The crisis She screamed for leave some mark and offer price advantages and benefits to focus on an approach that gets better right hemisphere our brains: So he has the DDB London ad agency for Volkswagen Passat. The concept can not be clearer and anti-crisis: POSITIVE THINKING, and the ad contains a musical piece of the same title that makes us forget the sorrows style “Always look at the bright side of life” of Monty Pyton on “The life of Brian”. Enjoy ad.

[youtube=https://www.youtube.com/watch?v = qW1JFvvlMgk&hl = it&fs=1&rel=0]