Without the great column Manuel Trallero, La Vanguardia loses much of the seasonings that make attractive daily.

Bad news and good.
The bad: As you hear it. Manuel Trallero leaves La Vanguardia. Leave or make you leave, whatever. But when in his farewell article published today (see link) asks white flag and surrenders, I imagine the poor Trallero has been pressed to the spinal cord.
The correct: Our friend write every day on your blog. The address is . If anyone wonders why Trallero appears on this blog, very easy: It is a "lateral" journalist, It is governed by different criteria to the vast majority of journalists. And that makes it different, interesting, direct. A jewel.

lateral thinking applied to an ad for a hotel in Japan

It is true that advertising is one of the best playgrounds for lateral thinking. I remember a few years ago, Bassat Ogilvy agency created a wonderful ad for Levi's which consisted of a fence 3×8 with a hung real Texans. Obviously, the jeans were short, but the notoriety of the piece was excellent. Now a Japanese agency surprises us with this announcement also outdoor advertising. I can not explain, Take a look.

[youtube= = FyRDt3R4_yA&hl = en]

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.

Creativity is not just thinking something different. That something must add value.

effectively, reciting Edward de Bono, generating an idea of ​​a triangular door is different, but it provides little value. Thanks to technology we can now see and hear live Bono. Deputy defining this video better than any other lateral thinking.


Marketing lateral. The pleasure of rereading Kotler.

Those who went through the pioneer and classic book “Marketing Manual” of Philippe Kotler We can not pass up the chance to reread Kotler, this time from the hand of Fernando Trias de Bes in his “Lateral Marketing” (2004). I read it when it launched ago 3 or 4 years old , but it is a treasure worth having on hand.

Why Lateral Marketing?

  • Now there are products to suit all needs and the needs of customers are more than satisfied: are hipersatisfechas.
  • Today, only one of each 10 sales promotions will get a higher rate of response 5%, while a few years ago this was the minimum that could be expected with any promotion.
  • A normal citizen of a large urban area is exposed daily to an average of 2.000 advertising or communications stimuli, of which only a few can remember at the end of the day, hopefully!
  • The success rate of new products has dropped dramatically over the past decade: only 20% survives a year in consumer goods.
  • In 1975, US were recorded approximately 31.000 new patents, Meanwhile in 2000 that figure rose 300%. In countries like England or Germany, growth was more than one 600% in the same period.
  • There is growing industries in reduced growth rates, what it is called "mature phase". In that case, no choice but to be able to create radical innovations.