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real, relevant, different #ARD_ebook

e-book for free download

The book is now available e-book format 2014 of Soymimarca with a selection of the best posts of 23 authors. The book's title “real, relevant, different” It reflects the philosophy of many who are dedicated to Personal Branding and follows a direct parallel with the personal brand Iceberg methodology (self-knowledge, strategy, visibility).

real

Authenticity is the driving value of all personal brand; in other words, if there is no own brand authenticity. But authenticity is also the result of a process of self-knowledge, the basic foundation and first step in managing brand. best phrase I can think of Oscar Wilde than that of defining the importance of authenticity in the personal context: “Be yourself; everyone else is taken”.

relevant

Authentic ebook, relevant, differentRelevance is the result of a strategic process. Of little use to communicate without message without relevance. What we do (not only what we say) You need to provide value to others, and if not it will be offering a proposal “commodity”, one more, perhaps only it based on price. Here you have to work and get empathy instead of another to understand if what we offer does improve others.

different

As the English say, last but not least. If what we are and what we do is cloned thousand people, our offer is linear. It is critical to work our value propositions and, at the same time, find a different way of communicating to not be part of the ether. My colleague Andres Perez approached me a phrase (I do not know the porpietario) the other day that fits well with this: “If you no difference for something, They discarded you for anything”.

authors

It has been a pleasure to share the stage with this bunch of cracks: Jordi Collell, Alexia Herms, Xavi Roca, Eva Collado Durán, Pablo Adán says, Celestino Martinez, Elena Tecchiati, Javier Zamora, Gabriel auz, Oianko Choperena, Andrés Pérez Ortega, Rubén G. Castro, Miguel Angel Escobar, Reyes Ferrer, Pau Hortal, Javier Santamarta, Eva Ballarín, Enrique Rueda, Paula Fernández-Ochoa, of Pau Samo, Carmen Gibert, Francesc Segarra and Toni Muñoz.

And the ebook?

Here it is, in this link. Enjoy it, criticize it and also if you like, share. Thank you “in advance”

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23 -the personal brand definition video-

If you had not yet clear what personal brand, This video helps to clarify concepts. Happy 2013!

I wish you had existed before, Graduate Personal Branding

Two years ago the newspaper La Vanguardia It placed the personal branding as one of the professions future 2020. They were wrong. The thing is ahead a few years.

Although it varies by author, my definition goes like this: Marca Personal It is the brand you project on others and Personal Branding It would be the strategic process to manage that mark.

We need to thank Tom Peters, Neus Arques, Andrés Pérez Ortega, Dan Schawbel, William Arruda, Brenda Bence, sappers personal branding, who began to talk about publishing reference books on the subject. then we have been others who have entered, as Jordi Collell, Pablo Adán says, Oscar Del Santo, Arancha Ruiz, much others… and myself.

Although everything evolves, Today there is a lot of literature on personal branding, but until now, and I know, It has not been treated the subject from a university formative perspective. Until now. The first step will be the last -no- it has dado Blanquerna Communication, from Universitat Ramon Llull, wherein the first Graduate Personal Branding.

What makes this unique graduate is new, but especially the quality of which will impart and its director and coordinator, Jordi Collell (Soymimarca) and Antoni Solanilla. Also noteworthy is the completeness of the program, you can refer to micro-site the graduate.

I would have loved that there was something a few years ago, When I was a student. I have no doubt that he had chosen. But I'm not complaining, now I can see from the faculty, I will share with colleagues except among whom are some of the pioneers of the personal brand.

If you have creative and entrepreneurial mindset, If you like helping people, If you want to feel the satisfaction of becoming one of the few personal branding consultants, do not hesitate, this is your graduate. I think it starts in October, so do not sleep, places are those that are.

Personal Branding Plan: -and manages- the script of your life

Today it launches Personal Branding Plan, the first self-management course online personal brand. An ambitious cooperative project that answers these questions:

  1. Are you waiting for opportunity of your life and not just come?
  2. These dissatisfied with your current job, but you're afraid to change?
  3. Your project is powerful but not get to heart your customers?
  4. Have you lost your job -or you're about to lose- and you do not know what to do to find another?

If you are not identified in these four questions you do not need to keep reading.

But if you feel identified, welcome to the club, read this article: you can help a lot, as:

  • Opportunities never come alone, because luck -although it seems a paradox- It is not the product of chance.
  • We are the only officials what happens to us and we have the opportunity to change the course of events, and this is our real luck, it is our opportunity.
  • We can move from troupes to be protagonists write our history and in our own benefit and that of the people around us.
And now, if you have 2 minutes, mírate this video:
https://www.youtube.com/watch?v = e2ojkz3spKE[

Seen? I tell you more things:

Manage our personal brand is writing the script of our lives

  • A crisis He has put things in place permanently, rely on us and no one will come to our aid. Neither the State, nor the company, nobody will be our backer, This is part of the past, Prince Charming will not come to our rescue, rely on us.
  • manage our your personal brand is writing the script of our lives, learn to know, discover what our real dream, pave the way for it and explain it to others to share and to become the elect.
  • Starting today managing your personal brand is more at your fingertips. As I took a few days ago, Today I present the Personal Branding Plan the first course on-line self-management Paradox.

24x7x12: Hand of a mentor have at your disposal at any time of day, seven days a week, the method connect with yourself, develop your project or your dream, do what viable and communicate to others. In how much time? It depends on you, but on three months if we get some time each day.

I have had the honor of collaborating in the authorship of some content, specifically the session 8 POSITIONING and session 9 MESSAGE FORMATS, but perhaps the best thing has been to share the stage with professionals like Arancha Ruiz -Stories Cracks-, Natalia Gómez del Pozuelo -the writer-, Neus Arques -the pionera-, Oscar Del Santo -attraction marketing 2.0-, Pablo Adán says -marketing staff saved his life-, David Alcubierre -the teacher geek- and my partner Soymimarca, Jordi Collell -the vessel always full-.

Special mention deserves the consultant and friend Ladislau Girona, the locomotive of this project that I'll never be sufficiently grateful and honorable mention for Andrés Pérez Ortega, the sherpa who unknowingly has accompanied us on the climb to have opened the gap.

Finished. I can think of many more reasons for you to develop your plan and achieve your career goal, but I invite you to visit the course website for you to discover for yourself @

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.


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. A 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

Marketing Humano III: question of confidence

The tremendous impact on various social forums that are generating this new twist to the marketing (#marketinghumano) It was in a predictable way, although it is still surprising ease and enthusiasm with which this proposal is being assumed that rather than change the view that the new marketing has the new market it aims to change the approach itself. This is; overcome the marketing concept of company / product / consumer / person into a new dimension person / person.

Construction and development personal branding It has a lot to do with this new scenario. Personal brands with values ​​strengthen social and economic relations.

This implies that people become aware of their brand value, not as a product or client. The difference goes far beyond the lexical. The difference is the emotional authenticity.

I can make a product and provide it with emotions. It's really easy, that's what advertising. It is an inanimate, unable to communicate Leg. Arguments and advertisers communicate by him or brand.

But when we talk about people talking about particularities, life experiences, sensory and emotional. It is pure reality.

People build their brand from values, skills and differences. And a promise of value based on trust. Trust is something of an accepted hypothesis on the future behavior of the other.

What role does trust in human marketing?

The role of trust in human marketing is bidirectional. It is home generator but also receptor.

The first creates a system of interactions where my brand, my values, my skills and my differential arguments act creating an environment of respect and cordiality to govern the personal and professional relationships.

The second confidence returns received and acts as catalyst relations.

This relationship marketing, between people and values, human marketing, Confidence needs to be viable and practiced.

It generates credibility to convey your value promise. It generates confidence to predict satisfaction. Satisfaction used to amplify and extend its model.

We can say that with confidence, it is possible to assume a certain degree of regularity andpredictibilidad in social actions, simplifying the functioning of society. And that's saying something.

Leaving aside the functionalism of this proposal we can say like other authors that trust is the basis of all institutions, and also acts as contrast power, forcing him to conform to our own expectations.

Loss of confidence usually comes by emotional exhaustion. This occurs when our value promise has not met expectations in shape or expected time. And you know how hard it is to recover.

Do you believe in the power of trust? Do you believe in the Human Marketing?

And Soymimarca removed the pacifier

Yesterday was a year since Soymimarca Opened its doors. As many know, I am involved in this project to the eyebrow personal branding. The truth is that it has been an interesting year, full of ideas, project, experiences, in haste, nerves, customers, contributors, friends, joys, hopes.

Even if it looks like a lie, the project continues. And I say that you know that many new business initiatives do not pass the first year. Soymimarca has managed to consolidate in the landscape of personal branding with a pretty good note. And it has passed the first year. Now, without pacifiers and diapers, faces a second phase full of challenges.

During this year there have been very good initiatives in this field worth mentioning: Javier Zamora with his Oidea Communication, Arancha Ruiz which has converted his “Cracks stories” a very powerful personal brand format, Ruth Rios and his team at Verbung Communication, Jane Rodriguez Trunk from TBC-Aranda Group, Jessica Rius, Pablo Adán says MGT Communication, which “fichamos” for the project Soymimarca, and some more…

Teachers, those who have paved the way, still there. Thank you Andrés Pérez Ortega and thanks Neus Arques for encouraging us to follow day by day.

There has also been a dark side, the false gurus who have invaded the market sold as magic formulas or personal brand online “creative” personal branding. It is unavoidable, but what is and is what will remain.

Either way, this second year promises. If someone has lost the book that gives Soymimarca “Personal and Transferable. A year of intensive personal brand” It is still time. Simply subscribe (no RSS) by e-mail blog ready. www.soymimarca.com

Marketing Humano II: With "C" CREER

We said last Tuesday that human marketing is a form of marketing that has 4 "P" but 4 “C”: Believe, Trust, To collaborate, To communicate. Today focus this second part in the first "C": BELIEVE

The various definitions of the verb believe we found in the RAE, we are left with this: Give credit to someone. So cold but so real. Giving credit is believing. I believe in you, your values, and for that I give credit, and why you contract, and why I choose. It was Unamuno who went further and said "To believe is to create”.

First: Brands that believe in people

Why are successful viral videos? Because people believe less and less in business and increasingly people. A virus is a video or article or image that come recommended by someone close to us.

Why you succeed WOM marketing (Word of mouth o marketing boca/oreja)? Because it is recommending friends. And a friend never recommend something you do not like.

Both viral marketing as WOM marketing are strategies that fit perfectly into the range HUMAN MARKETING: This is a message to be emotional and I affect my, not a collective. If I come across someone close that message has all the force of the universe.

So, How you should focus on marketing from the perspective of BELIEVING? How you can send a message to move the border of reason and emotion reaches? marketing experience, neuromarketing. Something that already sounds to us but we do not think enough.

Trademarks must understand that we are not consumers, or customers; They must understand that we can be partners in crime of activity, we have to engage in the process, make us share in its history. L'Oreal, with "Because you’re worth it” (Because you worth it) He created a statement of principles of human marketing. Perhaps now it requires action endow. Some brands already understand but do not know how to put it in value. And they do not realize that it is a matter of values ​​rather than intentions.

A good example of human marketing based on the idea of ​​believing was the campaign early 2000 “¿You like driving”? Signed by BMW, and created by SCPF, that the product did not show, it only showed the sensation of use. Camper years ago and he spoke of "I like to walk”. We talk about marketing that believes in people, the supposed intelligent and not repeating hammers 8 Sometimes the mark on an ad. That is believing.

It was also based on believing Apple when in 1983 He announced the launch of Macintosh breaking prophecy Orwell 1984: He did not get to show the product in an announcement of 1 minute and more: just he passed the announcement on television once. It was in between the Superbowl. However, that, “1984”, It has been the most watched ad of all time. Why? That means the viralizaron, they believed.

After: people who believe in people

We all believe in something and someone. This is not to believe in something greater, of faith. We talk about the beliefs that we each have and we accept things predispose positive or negative, to filter their ability to affect us according to our parameters. This form of prior trial predisposes our actions and credibility to give to others.

By your actions you will judge. We who believe in others for what they are, what they do and what they say. Is this marketing? Yes it is. Es marketing personal, marketing among people, pure communication, It is relational essence. It is the biggest marketing. You will believe a brand if you check your promise of value. And you got to check only if the brand believes in you.

And people are brands, so likewise we generate credibility. It looks easy but believe me it is not. Believe in yourself, to get started. That too is human marketing. After the one of the golden rules is to convey the product benefits and that the arguments for doing so are real. It is also ethical.

If you learn to believe in yourself, and the times it has certainly become complicated, You learn to believe in others.

The new marketing revolution

concluding, human marketing is believing. It is to believe in yourself and others. Once the marketing generates among people, Brands stop thinking that with the 3.0 it is understood the new market. Marketing 3.0 It represents a product that people think. Let's go over there, people believe in people. Something that should permeate the social and political marketing from the outset. This really is a revolution.

It's a matter of believing.

We will continue next Tuesday with the second "C". Meanwhile we leave the BMW and Apple ads that made history.

[youtube https://www.youtube.com/watch?v = XGVVrzvIiRw&w=420&h=315]
[youtube https://www.youtube.com/watch?v = OYecfV3ubP8&w=420&h=315]

Marketing Humano I: Because we are not customers or consumers, We are people

I leave the series of articles that talk about a new marketing perspective, we call Human Marketing. They are collaboratively written by Paul Adam and Guillem Recolons.

How many times have we heard that well sonante reflection that comes a new era. As well, you stay not looking because it has arrived. I guess if you're alive and you may have noticed.

marketing humano

In recent weeks we have been working on two interesting projects, one focused on product marketing and other consumer marketing.

The first is a large shoe manufacturer, innovative and technological, world-wide and recognized brand among consumers; Product Marketing. The second works on a series of events and activities for a big city; city ​​marketing.

Based on the first project we have reflected on the need to interpret a new stage on which to design new strategies. That scenario we can intuit but is still defining and structuring. Lacks measurement parameters, still no rules. Things are changing, Product and market.

And from the second, the goal is one hundred percent consumer; find what they like and generate support and satisfaction.

Until now, a focus product innovation criteria prevail, design and technology, while in a consumer focus above all they have identification and satisfaction of desires and needs of the public default.

Parallel and from consulting personal brand SOYMIMARCA, at recent meetings we have been also talking about certain cases in which the parallelism between product marketing and personal branding are not compatible.

What a mess between cities, products and people.

Arguing about all this we believe it is time to think that if everything has changed scenario, He is marketing it also made.

Bye bye marketing He gave us a first clue to the new dimension 4 pes, and then the recent and excellent marketing 3.0 guys at Kotler, that keeps the Business man at the center. We had not realized was missing the fifth p, people. As well, what we propose here is not a pmore or p less, but a new marketing approach: The Marketing Humano.

A marketing among people, peer, horizontal and without products. Thinking of people as a principle and purpose of this transaction relationships, knowledge and values. Based on respect and the presumption of marketing intelligence, beyond statistics, tastes and preferences. A marketing claimed by the new market, between personal brands, where the poles of the relationship, rather than brands or consumers, they are human.

A marketing should humanize, from below, the market and its relations. Generardor marketing a value between people. And we just do not quite believe that a "marketing a bithuman", we choose to talk about a new concept: Marketing Humano, no more and no less.

The Marketing Humano It is a form of marketing that has 4 pes if not 4 these : Believe, Trust, To collaborate, To communicate.

Because we are not customers or consumers, We are people. Because you have to humanize the marketing, and because it only takes one marketing a bit human, but a true Marketing Humano.

… to be continue

Joshua Bell image by Shutterstock.com