The 16 May the On-line Self-Management Course Personal Brand launches

It is a pleasure to share a novelty with you @ s: next Wednesday 16 May it launches First Course On-line Self-Management of Personal Brand.

The course is aimed at anyone who wants to increase their chances of Professional success and it is structured as an authentic brand consultancy In the net.

The 16 May you can start improving your professional positioning from home

Together with my partner Soymimarca, Jordi Collell, They have actively participated in drafting some of the most recognized professionals Personal Branding: Neus Arques, Pablo Adán says, Oscar Del Santo, Natalia Gómez del Pozuelo, Arancha Ruiz and David Alcubierre.

Each course participant will have the permanent support of a mentor which will guide and resolve any doubts that may arise.

Geographical barriers and time will no longer be an obstacle to manage personal brand, the course will open the 24 hours of the day, 7 days a week and every day of the year.

From Model Iceberg personal brand each participant deepen its self-knowledge , will design its Strategy as a brand and will develop a plan Visibility on the net and in the real world. It will support materials and numerous practical exercises.

In twelve sessions and over about three months we suggest an exciting journey to discover, manage and give visibility to the Personal Personal.

I have personally dealt with two sessions: Positioning and Blog.

I hope to see you again next Wednesday 16 of May, I'll tell you all the details.

Talk about personal brand INESDI in Barcelona (8/5) and Madrid (9/5)

INESDI invites you to a conference to learn the whole game that can take you to our Personal brand, Get your free invitation Barcelona or Madrid.

Some time we have been hearing the concept does Marca Personal o Personal Branding and above all that is very important work it. The concept of Personal brandIt has always existed, but especially the internet social networks They have made it publicly visible and of course that energizes.

From a marketing perspective, A trademark is a name or symbol to identify products or servicescompetitive differentiation. Thus, we must properly understand the techniques and internet communication tools for attaining the leadership of our own personal brand. And is that the Personal Branding It is a powerful weapon to highlight and increase our employment and business opportunities.

The changes are occurring in Social Media They are having a direct impact on brand strategy and those with a better focus and know how to use social networks effectively, You will have a competitive edge.

This statement applies not only to companies, but ourselves. Separation of professional staff Me and I, every day is disappearing and we are the same person with a unique essence. In fact, with a clear orientation Marketing You can integrate professional and personal values. Therefore it is essential to work what differentiates us and project. It is not an easy task but we must work on our own brand, at our identity and how we want to be perceived. We must work our visibility and invest time in our image, reputation,personal position and what impact we want to achieve.

To continue learning and deepen these concepts, Inesdi offers a conference Personal Branding and Social Networking hand two experts.

William Recolons and Jordi Collell We will explain how to manage a personal brand through social networks, from a practical perspective and we talk on career that has this new activity.

Guillem Recolons: Founding partner of the company Soymimarca and management specialist personal branding. Publicist

Jordi Collell: Founding partner of the company Soymimarca and management specialist personal branding. Lic. in Economics (UAB), coach graduated from the University of Texas (Dallas).

Barcelona 08 of May, 18:30 to 20:00 Roca Barcelona Gallery. Enlace a Google Maps.

Madrid 09 of May, 18:30 to 20:00 Sala Camon Madrid. Plaza de Moncloa, 1; Access Princesa.

In collaboration with :

Interesting discussion of low cost in BTV

Last 5 February night there was an interesting debate on the low cost on Barcelona Television.

The speakers who defended the suitability of low cost in times of crisis were Josep Valls Frances, ESADE marketing professor and author of "Fenómeno Low Cost”, Elisenda Camps, journalist and author of "Luxe Low Cost”, and Guillem Recolons, marketing and advertising consultant, coauthor blog lowcost attitude.

Josep Francesc Valls, Elisenda Camps y Guillem Recolons

Josep Francesc Valls, Elisenda Camps and William Recolons

On the opposite side they stood Joan Ollé, Chairman of API's from Barcelona, Manel Ruiz, Technical director of the Consumers Union of Catalonia and Rafael Serra, President UCAVE (Catalan Union of Issuing Travel Agencies).

Here we put a link to video of the debate.

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The philosophy of turning the search for bargains in intelligent attitude extends between consumers – White markings and low-cost consumer reach the service sector


Reproduce Article “I am not stupid” Lluís Pellicer Aparecido in The country yes, 11 November 2008

The bargain of a lifetime made business. Flights low cost, ropa low cost, abogados low cost… Even massages! an industry doomed the concept low cost is consolidated in Spain. The price of products differentiates these companies, which they continue to grow around a public that increasingly seeks more plum.

They do two out of three consumers, they buy brands white, go to supermarkets hard discount outlets and are regulars at the sales. Citizens called market research low cost and that, nevertheless, every day they spend the not inconsiderable amount of 36 millions of euros.

The slogan of an ad, I am not stupid, He came to define a new type of customer: who knows how to value the quality, but it is also able to compare and stay with cheaper. Airlines became fashionable in Europe the concept low cost with a cost structure that whenever fuel is expensive is in distress. Ryanair, Easyjet and Vueling They are just three of the best known. The success of these lines forced flag carriers such as Iberia to launch its own budget airline.

The same has happened in many other sectors, from everyday purchases to mobile phone, to fashion. Some companies have devoted years to this segment, but they have taken root after the middle class has taken over the. The crisis strengthens moment. In addition to allowing squaring some family budgets, still leave space for leisure.

Bettina Gölzenberger businesswoman came open a legal services company in Barcelona at an affordable price when it was in an establishment massage 1.000. “The image of lawyers is often difficult to access, until something rancid. I wanted to do the opposite: Local functional, where you can go without an appointment and with very transparent pricing”, assures. And launched Lomaslegal, a fee 30 euros for minimal consultation.

But not only this niche market is exempt from competition. legitimacy, for example, It offers its services 88 euros a year thanks to a cost structure based on economies of scale: has 250.000 Direct customers and other 8 million through agreements with companies. “We realized that only 20% citizens flocked to a lawyer, and in most cases, serious issues”, He explains its deputy general director, Juan Pardo.

The triumph of the low cost has to do, precisely, with the popularization of services and consumer goods that were not previously available to everyone. Antonio López, Professor of Sociology at the UNED, He explains that the emergence of these firms coincided with the existence of a “pocketed customer demand could not be satisfied by the traditional channel”. A report by consultancy TSN figure the volume of these consumers in the 22% of the total. A group concentrates 18% spending on consumer products, the first to have their labels low cost under the umbrella of store brands or white. A third of these citizens, Besides, they go to super reductions as Mercadona, Day or Lidl.

According to the report, These consumers usually buy white markings and use cheques discount. The crisis does nothing but enhance this behavior. Pocket fits, and during the first nine months of purchases of consumer products they fell 2,5% in every home over the same period 2007, according to TSN and the Spanish Association of Manufacturers and Distributors. White brands gained market share, and it raised the number of people who claim to be guided first by the price and looking for products on sale. Even El Corte Inglés has launched allied, its low-cost brand.

Airlines and consumer goods are the source of phenomenon low cost. “It all starts in the United States, in the sixties. With air liberalization arise companies that differ by price. The phenomenon is then mixed with the food distribution”, explains Professor Esade Josep Francesc Valls.

The boom It arrives in Europe in the nineties, and with other airlines come first service companies. But they burst with overwhelming force in the XXI century. “The middle class borrows, increases your standard of living and spend well above what it did before. Here comes a very important mass of consumers with real purchasing power”, says Felix Cuesta, professor Instituto de Empresa.

And some companies drag other. The biggest example is the Swedish multinational Ikea, It is offering more affordable furniture eliminating assembly costs and transfer. And immediately, yes, magnet effect: emerging companies in the industry with very competitive prices with a similar model.

Very noisy advertising, these companies are making their way. Dozens are activities that have their low-cost companies. This label has made his fortune in the sector hotelier, establishments that are located in metropolitan areas of large cities. The industry estimates that in 2010 there will be between 40.000 and 50.000 cheap rooms two and three stars, when in 2006 just had 8.000 in all Spain. In this market there are companies that are dedicated only to this segment, as Sidorme, but big also had to be positioned there. One of the first to do so was Accor, which continues to expand its brands Ibis, steps and Formula 1.

The low cost and takes time extending to all corners: computing (Media Markt), mobile phone (Yoigo, MÁSMovil), insurance (Direct Insurance)… Even the automotive industry, in which India and China are taking the initiative. Indian conglomerate Tata Tata Motors has launched the Nano, a car for four people costs just over 1.500 euros. Despite having carried out an aggressive advertising campaign and winks to the immigrant population, a spokesman for the Spanish employers in the sector, Anfac, It indicates that the vehicle has not yet reached Europe. And when you do, It will probably be more expensive, Since it will be adapted to the rules of safety and environmental. “these markets are destined to supply cars, with needs motorization”, He holds employers.

Even so, A study by consultancy Roland Berger notes that demand for these cars will grow much more than the rest. In 2012 they require at least 18 million units, and not only in emerging countries. Proof of this is that Renault He used his Romanian subsidiary Dacia to launch a cheaper model would first be sold only in developing countries and then marketed in Europe under the slogan The car 5.000 euros. Prices of cars Announces web, However, Today exceed 7.000 euros.

Internet has been, definitely, the key factor for takeoff of these businesses, since it has allowed them to reduce costs and address a target audience directly. “It has been instrumental. Tremendous. Not only for business. It allows us to dive, get all kinds of information… find alternatives”, says Felix Cuesta. Network has allowed the concept low cost It has also reached the financial sector. Banesto, for example, He opted for the direct banking model Low Cost iBanesto, now it ranks second among Internet banks, after ING.

Fashion has also pointed to the phenomenon. Even some streets of big cities are characterized by concentrating H&M and brands Inditex, Primark or Esprit. They have names, yes, mass tiger (Combination mass and prestige). “Some consumers seek cheap, so that then the product is actually a commodity. But sometimes it seeks to design and prestige, but also affordable, as clothes Zara, for example”, says Cuesta. The measured term It is a low cost with an emotional approach, so it is not uncommon for H&M has resorted to Madonna or Kylie Minogue divas to achieve more notoriety.

Is synonymous low cost of poor quality? “Not at all”, resounding says Ruben Sanchez, spokesman for the consumer organization Facua. “In principle there is no problem. No more than can give another traditional society. If there is necessary to hire outside accessory products offer price, as some airlines. But most companies sell cheaper because the sector average prices still give margin to win”, explains Sánchez.

However, some companies refuse to advertise as low cost. Explains the lawyer Bettina Gölzenberger, founder of LOMASLEGAL. “We shook known as low cost, but we have abandoned that label because it seems that services like law is lowering the quality. It is not like this, and in fact I can not fail to influence that we are cheaper”, holds. “We are low cost but high quality [high quality]”, Juan Pardo redounds, but legality.

As the crisis unfolds, no one dares to say that the sector is safe. some airlines, for example, They have left the battered rises fuels and others have had to reduce the quality of their service. In any case, all respondents agree that suffer less than the rest. Antonio López, south Unit, recalls that fast food restaurants have increased their turnover. “The target audience is different. It is a popular consumer capitalism, It has been able to expand their horizons spending more affordable”, assures. And caprices, needs and cravings facts may pass needs, even in times of crisis, by low-cost companies.

Mentality change

The rise of low cost has much to do with popularizing the consumption. But that does not mean that the buyer is more passive and acquire all. Isn't it?, this movement is facilitating the emergence of a consumer more intelligent,

before buying used all the information you have at your fingertips, including Internet, which it has favored transparency. Y, thus, knows all the alternatives that are its scope.

“There will be more cushy search, definitely, but good service is also required. It will go so reasonable”, says Antonio López, professor of UNED. And it has a critical mood. That is to say, know that in some cases (the clearest, the airline) It cheapens what is the cost of access. But he is aware that all accessory must pay also.

Low cost expansion has much to do with a change of mentality of the middle class. And especially their preferences. “The middle class stops behaving like a nouveau riche consuming, and instead of talking about how expensive it cost him something, rather boast about how cheap things cost”, Felix added Cuesta, Business School professor and president of Virtual Business Advisory Center.

Lopez agrees with him. “When I got married ago 15 years old , most importantly a home for the family was the dining room, that most of the money is spent. Today is no longer the luxury space. It is a functional site. E Ikea saw him clearly. As representative of a family is no longer the dining room, It is the plasma TV and the car! They have changed the social bookmarking”, Explain.

But consumer behavior is not always predictable. “There is another dimension of the superfluous”, Lopez says. “The consumer mixes both, cheapness with expensive. Occasionally small indulgences are allowed and this faithfulness skip”, Cuesta holds. Cuesta matches Esade Professor Josep-Francesc Valls. “A tourist can hire a cheap flight and then go to a much more expensive hotel or go shopping”, stated. That is to say, They allow you to streamline your budget and spend more money on something you enjoy more.

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

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

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

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

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

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

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

Fallos del ‘product placment’

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

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

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

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

Mistranslated, would: just we think solutions for problems.

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

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

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

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

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

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

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

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

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

Say NO when you want to say YES… A new form of lateral thinking?

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This is the last campaign USA on upcoming elections 4 November.

Incredibly, The campaign aims to encourage voting, voter turnout. In the United States it is rare for a presidential campaign exceeds 50% participation. Many people not involved, and among them, youth groups, the most marginalized ...

Ad, with messages that do not advise vote, It is a pure irony that seeks the opposite effect. ¿Lateral thinking?… possibly. Here's an interesting fight occurs between right and left hemisphere, they end up winning the right, logical least.

I will tell you if the 4 November vote more than one 50%. Di Caprio, Halle Berry, Eleen Degeneres, Forest Whitaker, Courtney Cox, Dustin Hoffman, Benicio del Toro and many more are powerful reasons. That mistake-not- he would more than good to Obama.

Contrary to what many may think, advertising agencies rarely think format "low cost"

Lateral thinking approach advanced: the philosophy of the agency TVLowCost in the United Kingdom.

I transcribe literally not blur the concept with a subjective translation.

1° « Low Cost » means you have a choice

Everyone knows and accepts this today. Neither easyJet nor Ryanair hides the fact that their flight times can be altered, they use secondary airports and give a sparse service. Such ‘Challenger Brands’ are in fact hugely admired and appreciated for their revolutionary approach to real consumer needs, costs and value for money. When Renault created the Logan, the manufacturer didn’t need to boast that it had a GPS; when SNCF launched the TGV, it didn’t run on every track at all times of the day. No one is « disappointed » because the rules of the game are known and substantial savings can be made. With TVLowCost© sacrifices are also made : no more automatic prime time; no more essential foreign shoot; no more filming on 35 mm. Everything is focussed on the product’s actual benefits, underlining Value for Money and the reasons for purchase.

2° Original and “cannier” solutions

The main point with most ‘Low Cost’ business models is their tailor-made and ‘cannier’ approach to each job: using only the necessary equipment, only those services required, providing only the basics which consumers want to pay for. Everything is efficiently organized to the benefit of those consumers. At the same time, wages are paid in the normal way, on time and for the number of hours worked. On inspection, such « Low Cost » operators must have particularly sensitive skills because, for example, how could they continue to run their respective services if their customers didn’t return for more? Again and again?

3° “Low Cost” philosophies are rare in ad agencies

Anyone can find different ways of selling cheaper without making a loss. But you do need that will-power, and most won’t even give it a try. In truth most agencies priorise awards and so pile on expensive production costs to gain that ultimate prestige, despite the pressures of today’s economic reality. Whatever the climate, some seem to have their heads well and truly planted in the sand. But not all brands can afford such high-rolling attitudes [and good luck to those that can] since their scales and lower experience with Media generally make them more cautious. Happily, for all brands tip-toeing around TV for the first time – perhaps some lapsed TV ones too – and for smaller brands in larger company portfolios, there is another way … TVLowCost.

Left hemisphere, right hemisphere, lateral thinking and mathematics

It seems that there is no creativity and lateral thinking in mathematics

Previously it was common in schools include creative activities or lateral thinking in areas linked to arts education and literature. Little is linked with mathematics, to which notions and procedures already closed was considered that the student had to repeat.

What is creativity?

The creativity, as we have spoken from this blog, is the process present a problem clearly to mind, It is the ability to see new possibilities and do something about it. The school is the essential space, It is ideal for the development of thought and creativity place; by applying systematic action to promote a gradual development of mathematical thinking skills.

Creativity is potential in humans and is capable of being developed; It is not exclusive to geniuses, but it is present in all human beings imagine, transform and create something. Obviously the individual who has inherited creative skills and has enjoyed an environment that stimulated and encouraged creativity, will achieve a higher level of creative performance.

Current research claims that with daily training in this discipline, an incredible brain stimulation is achieved, improving both analytical skills and creative.

left brain and creativity

Traditional schooling tends to partial development of our mental capacity as it favors only the development of the left brain that has to do with our logical behavior, thorough and prudent and little deals with the right hemisphere that has to do with creativity, intuition and audacity.

lateral thinking in schools does a pending issue?

The school is an enabling environment for students to carry out activities to develop their lateral thinking, and mathematics is an important source of problematic situations suitable for this purpose.

It comes to my mind the essential TED talk by Sir Ken Robinson, English specialist based in the US, a little gem of 2006 if you have not seen yet, I recommend with heart:

Mathematics, Creativity and Lateral Thinking

Since mathematics, what can be done it is broad and diverse, from the approach to the implementation problems of playful exercises that encourage students to believe in himself, in their abilities and self-esteem, so can help promote lateral thinking of our students.

As proof that math can be creative, Here we have an equation that ends with the result SEX = FUN.

Human Brain by Doggygraph on

Low Cost, A new form of lateral thinking?. Talk about low cost and TVLowCost at ESADE

past 13 and 15 They may took place in Madrid and Barcelona respectively monographs on low cost under the title “The low cost business model and the main strategic options competitors”. The conference addressed ESADE alumni, and the truth is that both sessions were a success both in terms of attendance and interest. The teacher in charge of the talk, Michele Quintano, It was helped to describe Guillem Recolons model TvLowCost.

The main objective of the session was to demonstrate that the low cost business model "moves away from the concept of low price and is something different", as expressed Michele Quintano, Visiting Professor of the Department of Marketing, which started from the idea that low cost "is to raise, through innovation, new production processes and marketing of products and services ", where not necessarily must link low low valor.En first, Professor Quintano said the traditional model of "low price" with typical examples as the discount in the distribution of consumer goods, white markings, promotions, etc., where there is a direct relationship between price and quality in the field of expectations. However, The low cost is a new model that "attempts to eliminate all the costs of complexity (differentiation)”, where selling prices are lowered but, at the same time, "It is being offered value and enhances consumer satisfaction". Among the key aspects of this model, Quintano highlighted the optimization of processes (information management, distribution, e-business, etc.), which ensures the maintenance of high quality standards, although prices are reduced.

Quintano also alluded to the various sectors in which companies apply the business model (transport, insurance and banking, car, fashion, furniture, information technology and pharmaceutical sector, among others) and said that they "have contributed to the increase in the size of mature markets". After reviewing examples, It focused on low cost airlines and formulas they use to ensure a reduction in costs and prices without sacrificing the quality of their services as, for example, the point-to-point or price adjustment to demand easyJet or Ryanair performing. In the same line, He reviewed other cases of interest (Dacia, ING Direct, IKEA and Línea Directa Aseguradora) differentiated by applying business concept.

Michele Quintano finished his presentation discussing alternative strategies that organizations can face the success of these companies low cost: wait and see (watch and wait); coexist through funding; undertake a dual strategy, offer solutions or become low cost.


Then, Guillem Recolons He spoke continuing with the analysis of the concept, noting that "the low cost is an attitude, because basically no longer be a smart purchase influenced by the values ​​that each person gives the services involved in the buying process ". On the other hand, He highlighted the dichotomy between the positioning of companies using this model, as Zara IKEA, and consumer perception thereof.

Later, Recolons recounted how the idea originated TVLowCost, "In an apparent gap in the market", in an environment characterized by the existence of two types of advertising companies: on the one hand, agencies belonging to large multinational, which they offer expensive services and, for another, local small businesses, usually unable to project beyond its scope. Thus was born this initiative, "Which it is embodied by a vehicle: the all-inclusive pack ", with a range of preset services (for example, a campaign on national television, production, Research and fees included, no monthly fee), at a very attractive price.

Likewise, the founder of the multinational partner TVLowCost said the goal is not to compete with the big agencies, but "generate a new market", addressing those companies with revenue between ten million and thirty million so far had not raised the use of television to advertise because, as usual, They have a significant budget barrier. Its formula is nothing but a set of variables appropriately combined, as expertise in television, minimal structure itself-and the consequent outsourcing of creative high level-, presenting multiple creative proposals or the maximum use of new technologies and the Internet.

To end the session, Guillem Recolons said several examples of commercials made by TVLowCost, where attendees could learn simple productions and different formats designed for midsize businesses.