I leave the interview that led the Social Media Specialist Luis Fernández del Campo about personal branding
[youtube]https://www.youtube.com/watch?v = qm8u7KQ-qBg&feature=plcp[/youtube]
I leave the interview that led the Social Media Specialist Luis Fernández del Campo about personal branding
[youtube]https://www.youtube.com/watch?v = qm8u7KQ-qBg&feature=plcp[/youtube]
Today it launches Personal Branding Plan, the first self-management course online personal brand. An ambitious cooperative project that answers these questions:
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:
Seen? I tell you more things:
Manage our personal brand is writing the script of our lives
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 @
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.
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.
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.
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.
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.
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. True, 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.
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:
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
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.
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
Is forced reference to Kotler and their “10 beginning of the new marketing”, it cites collaborative marketing and defines it as a marketing it evolves from transactional (1950) and relational (1980) and whose central axis is the collaboration with the client-the person- to jointly create new and unique ways to generate value.
We remember that in the beginning of the marketing, known as transactional marketing, the company defined and created value for consumers. The arrival of relationship marketing meant that the company should attract, develop and retain profitable customers.
But the great success of the "C" to work is that finally the company has people -customers- when designing and distributing their ideas. The company invites outsiders to jointly develop ideas which can then generate new services or new products. Only in this way phenomena are understood as Wikipedia, the largest collaborative encyclopedia that exists. Only in this way it means that we can choose the same model watch 15 bracelets of different colors. Only thus understood that exists in food stores can choose black chocolate with chili, with orange, with raspberry, with mint, with cinnamon, and over a mountain flavors.
People are no longer satisfied with buying a watch, we want a personalized watch, it is almost exclusively our.
The reality of web 2.0, a phenomenon collaborative by excellence, It has facilitated more direct contact between companies and people thanks to blogs, social networks and the increased use of storytelling as an element of emotional communication. If I try a new flavor of chocolate, I enter the web or blog manufacturer and give you my opinion. That costs me 30 seconds, when 20 years ago it involved a process of weeks.
If a brand convinces me for a very low price but bring me other values, for me it will be a simple commodity, but it will never reach the brand category, because it will lack the emotional bond.
This new approach to the business of business involves an increasing approach to people or customers, an area of continued collaboration and positive. It is an opportunity that neither companies nor individuals should miss, one of the most human aspects of marketing.
But still we go beyond. The collaborative spirit should be moved from the address client-company collaboration between people.
The true human marketing, collaborative, It poses a humanist universal principle of collaboration between people based on knowledge, respect, synergy and spirit of personal development, growth and learning.
Let us not only at the enterprise level or market, the new marketing is not just about a change of direction, but moving to new dimension, relational and conceptual.
We will be pending mention the last "C", communicate the. Without fail next week. Do not forget to follow the debate on Twitter with the hashtag #marketinghumano
In this table we suggest a few reasons for you to identify what your profile. Are you an entrepreneur or you are employed?
|1. You earn income even while you sleep. Entrepreneurs earn passive income.||You earn income only during working hours. Employees earn active income, that is, “no work no pay”, on a daily or monthly basis.|
|2. It has unlimited opportunities to earn income.||It has limited income and fixed remuneration and safe.|
|3. Gives jobs.||Find a job.|
|4. It is responsible for your customers, the public and its employees happy. An entrepreneur has a greater responsibility. Your income depends on stakeholders in your business.||It is responsible for making your boss happy as their remuneration depends on it.|
|5.. Entrepreneurs are committed to their passion. And they invest a lot of work and patience because they believe in what they do.||regular hours ago. Employees often do routine tasks.|
|6. Give yourself rest and vacation, when your business becomes stable (flexible)||annual leave and allowed limited ago by her boss (restricted)|
|7. You pay income tax after deducting its expenses. An entrepreneur can claim as a deduction from your taxable income deductible expenses of your relationship with your business||You pay income tax. An employee can not claim as a deduction from your taxable income transport, combustible, food and other related expenses of their employment.|
|8. Take risks and be responsible for them. Entrepreneurs are revolutionary and innovative.||He stays in his comfort zone . And, Can we call comfort zone, when boredom is the daily bread?|
|9. Hires and fires employees. When an entrepreneur has an incompetent and irresponsible employee, if you dismiss it does through a due process.||He is hired and fired by the employer. If the job does not like it is hard to leave because it depends on him to survive.|
|10. Gives jobs. The entrepreneur is the owner of the company and the interviewer.||Find a job. The applicant is an employee of the person for being interviewed for the job.|
|11. Content creator||It is reader|
|12. You can own similar businesses. Entrepreneurs can expand their businesses and share slices of their success with others.||It may not be working in similar companies. Employees are restricted by a clause in the agreement, that is, They are not allowed to share their skills, talents and education competition.|
|13. They do not require education qualifications to become entrepreneurs. We can see that the most successful entrepreneurs are college dropouts. Some even are already millionaires.||It requires higher education to obtain a higher position. Employees are exposed to educational discrimination.|
|14. Acquires a high economic power at a young age.||Acquires wealth after long years of work. Except, of course, if Microsoft employee, Apple o Google.|
|15. Create a system that you like and follow.||It is to follow the system like it or not|
|16. Get the most out of their talents and abilities. And this is where the passion begins, excitement and happiness.||Use your talents and abilities half, unless you have found a job, literally, perfect!|
|17. It has a flexible schedule and you can always cancel your schedule to allow time for his family and his spiritual obligations.||It does not have flexible schedule and have to ask permission from his boss to devote time to his family and his spiritual obligations.|
|18. Makes regular exercise, If you set your schedule.||You can make regular exercise, If your job allows you to have adequate time for it.|
|19. You can control your privacy.||You can not control your privacy in the workplace.|
|20. You can transfer your company as a bequest or inheritance to your spouse or children.||You can not transfer your job as a legacy or inheritance to your spouse or children.|
Image by Shutterstock.com
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.
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?
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”.
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.
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.
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.
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[youtube https://www.youtube.com/watch?v = OYecfV3ubP8&w=420&h=315]
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 of Kotler, that keeps the Business man at the center. We had not realized was missing the fifth p, people. 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