Here is another wonderful piece of artwork by Tom Fishburne.
"Trying to be social" - it's so true in fact.
Question:
How social could we be sitting in front of our computers, not looking each other in real, not talking real words in the real world? Where is the boundery?
Answer:
Shhh
Everything is getting so social, that people forget sometimes what is to be not social, but real and authentic.
It's established by the World Intellectual Property Organization
(WIPO) in 2000 to "raise awareness of how patents, copyright,
trademarks and designs impact on daily life" and "to celebrate
creativity, and the contribution made by creators and innovators to the development of societies across the globe".
Each year there's a theme, which one is associated with the event. This year the theme is Visionary Innovators.
In the material today Lawrence Lessig (Co-Founder of Creative Commons) is
talking about how important is the focus of the copyright regulation to be,
where it could do something good.
He believes, that "the architecture of copyright is out of date to the
architechture of the digital technologies".
How do you reach people today in media landscape, where the classical approaches are not efficient anymore?
Going digital is getting more and more important for the communication campaigns of the brands nowadays, but going digital is not a campaign strategy.
One campaign strategy has to be based on a big idea and the best media channel should bring this idea to life. The communication campaigns should be first of all idea-driven and after that media-supported, so that the advantage of the idea to be realized in the best possible way.
In the video today Frédéric Levron (Executive Director - Head of Digital and Brand Content, Ogilvy & Mather) is talking about successful digital campaigns and brand building in the digital age. Enjoy it!
As you've already know, I'm a big fan of Richard Branson.
What I believe is, that the medias
like to talk about people, not companies.
The medias like to tell the stories of the people rather than the stories of the companies.
This is the reason why I believe, that the "personalization" of a company is a winning strategy.
In the short video material today Richard Branson is sharing what he
thinks about being great marketer and about using yourself to get free
advertising for your company. Enjoy it!
Today there's a video of John Moore, talking about the "talkable brands" and buzz marketing.
John Moore has worked in the marketing departments of Starbucks Coffee and Whole Foods Market and today he operates the Brand Autopsy Marketing Practice. He's as well a consultant at the Word Of Mouth Marketing Association.
He believes that "buzz doesn't create evangelists, but evangelists create buzz".
"The best Word Of Mouth is how a business does business not just one day, but every day" says John Moore and here is the video.
Have you
read the book “Positioning: The Battle For Your Mind”by Al Ries and Jack Trout? This book is a standard on the
subject of the positioning in the field of marketing, so if you haven’t read
it, take it and do it. “Today’s marketplace is no longer responsive to
the strategies that worked in the past. There are just too many products, too
many companies, and too much marketing noise”, write the authors of “Positioning: The Battle For Your Mind”
Al Ries is
a marketing professional and an author of a lot of books about marketing.
“Be
different, not necessarily better”, says Al Ries in the video below. What do
you think about this?
Today we have an enjoyable video of a good speaker - Seth Godin.
He believes, that “the thing that’s going to decide what gets talked about, what gets
done, what gets changed, what gets purchased, what gets built, is: is it
remarkable?”
I liked the idea of appealing to the
early adopters instead of the majority and I think, that Seth Godin is right about the strategy
of reaching small groups of people, that cared about a product, instead of going
for the big crowd, which one doesn't want to listen, especially if the marketing budget is not big enough.
Today we have some inspiring quotes of Steve Jobs on his philosophy on business and life:
“Be a yardstick of quality. Some people aren’t used to an
environment where excellence is expected.”
“People think focus means saying yes to the thing you’ve got
to focus on. But that’s not what it means at all. It means saying no to the
hundred other good ideas that there are. You have to pick carefully.”
“Innovation … comes from saying no to 1,000 things to make
sure we don’t get on the wrong track or try to do too much. We’re always
thinking about new markets we could enter, but it’s only by saying no that you
can concentrate on the things that are really important.”
“Your work is going to fill a large part of your life, and
the only way to be truly satisfied is to do what you believe is great work. And
the only way to do great work is to love what you do. If you haven’t found it
yet, keep looking. Don’t settle. As with all matters of the heart, you’ll know
when you find it. And, like any great relationship, it just gets better and
better as the years roll on. So keep looking until you find it. Don’t settle.”
“Your time is limited, so don’t waste it living someone
else’s life. Don’t be trapped by dogma — which is living with the results of
other people’s thinking. Don’t let the noise of others’ opinions drown out your
own inner voice. And most important, have the courage to follow your heart and
intuition. They somehow already know what you truly want to become. Everything
else is secondary.”
“My model for business is The Beatles.There were four guys
who kept each others, kind of, negative tendencies in check. They balanced each
other, and the total was greater than the sum of the parts. And that’s how I
see business. You know, great things in business are never done by one person.
They’re done by a team of people.”
A here is a wonderful interview of Steve Jobs with length 1 hour and a half at D8 Conference. Be patient and enjoy it!
Today I'll present you a lecture of Tony Hsieh. He is a CEO of the fast-growing online shoe and apparel retailer Zappos.com. In the video today he presents his unorthodox
approach to building Zappos.
"Our whole belief is that if you get the company
culture right, most of the other stuff — like delivering great service or
building a long-term, enduring brand — will just happen naturally on its
own", says Hsieh. Enjoy it!
Saturday is a great day to create something new. Make it!
Richard Branson - the man with the brave heart, curious mind, nontraditional approach to the business and charming smile.
He believes, that people have to:
Just Do It!
Have Fun!
Be Bold
Challenge Yourself
Stand On Your Own Feet
Live the Moment
Value Family and Friends
Have Some Respect
Do Some Good
These are in fact the chapters of one of my favourit books by Richard Branson, named "Screw it, let's do it". If you haven't read it I recommend you to do it. It's available on internet for free.
And here is an interview with Richard Brandson, illustrating his beliefs and his path to the success.
Today we
have a real treasure – the complete interview version of David
Ogilvy in 1977, realized
by the American Association of Advertising Agencies (AAAA).
It’s
interesting to hear his point of view that "apparantly there are twice as many
account executives as creative executives. Would you have twice as many
milkers as there are cows ?"
Have you
read David Ogily’s book “Confessions of an advertising man”? If not, do it –
it’s not just a biographical book. It contains valuable information about
sales, marketing, copywriting, management and customer service from one of the most
influential men in advertising industry.
Regarding
the video below, the sound quality is not very good, because the material is
from 1977, but believe me it’s really important documentary of the advertising
genius, that has to be seen. Enjoy it :)
Here is the man with the anti-traditional views on graphic and type design.
Neville Brodyhas a reputation as an outstanding designer over the last 30 years .
Brody is an English designer, typographer, art director, brand strategist and consultant. His work has broken boundaries and
provides a lot of inspiration.
In the discussion of 4 parts below, which one is a part of "The Blank Sheet Project", he's talking about his inspirations and the challenges of the creative education and creative journey as well.
Sir John
Hegarty is called an “advertising genius”.
In this interview he
shares his perspective on the advertising industry. He thinks that “what we are
not doing today, is coming out with the kind of ideas, that change the fortunes
of brands”.
Hi everybody!
At the seminar “Total Business Mastery” Brian Tracy was talking about the 4 principles of the marketing strategy: Specialization, Differentiation, Segmentation and Concentration.
By talking about USP, asking “the great question – where are you and could you be the best”, giving answers and explaining the importance of the principles, Brian Tracy makes this video worth seeing. Enjoy it!
“It’s not what you’re seeing, it’s what you’re not seeing."
There are so many books about the body language. Its meaning is important in every area of our life, including the business.
The fact is that 93% of what we communicate with others is not verbal and as Janine Driver – Body Language Expert, says “when you can read the body language, every moment, which you spend with others you can make it valuable and if you’re in business, you can make it profitable”.
The film below is with length 1 hour and a half and believe me, it’s worth seeing. Enjoy it!
His words are “marketing is about values. This is a very complicated world, it’s a very noisy world. And we’re not going to get the chance to get people to remember much about us. No company yet. And so we have to be really clear on what we want to know about us”
His belief is “people with passion can change the world for the better.”
Here is Steve Jobs video, talking about marketing and the core values of the brand.
Hi everybody! Question: Do you know who said "If you want to understand how a lion hunts, don't go to the zoo. Go to the jungle."?
Answer: Kevin Roberts.
One of my favorite books is “Lovemarks – The future beyond brands” by Kevin Roberts – CEO, Worldwide of Saatchi & Saatchi. If you have the opportunity to read this book, do it. It was one of the most inspiring books for me.
Kevin Robert’s point of view regarding the brands, advertising and ideas is presented in his books and lectures. Below is a video of one of his lectures, where he talks about:
Ideas as the currency of the future
Ideas, that have to be emotion-based, because the difference between reason and emotion is that “rational leads to conclusions, emotion leads to action”
„Fail fast, learn fast, fix fast“ etc.
Kevin Roberts believes, that “he who win, will be he, who has insight and foresight – you’ll never get insight from any kind of formal research”. And what do you think about that?
Once Patrick Leahy have said: “The rights of copyright holders need to be protected, but some draconian remedies that have been suggested would create more problems than they would solve.”
There are so many copyright issues in the world. The video below presents one of them - how YouTube thinks about copyright. Margaret Gould Stewart, who is YouTube's head of user experience, is explaining the copyright issues of YouTube using as an example the video of Chris Brown’s single “Forever”. Here is her presentation:
And below is the wedding video with Chris Brown’s song:
Hi everybody!
Today I’ll present you lectures of one of the most charming and inspiring venture capitalists in the world, which I’m sure you already know.
Guy Kawasaki was born in Honolulu, Hawaii in 1954. He is the co-founder of the site Alltop.com, famous business writer and a founding partner at Garage Technology Ventures. Previously, he was a chief evangelist of Apple. The video below presents the 12 lessons, which Guy Kawasaki learned from Steve Jobs:
Experts are clueless
Customers can't tell you what they need
Biggest challenges beget the best work
Design Counts
Big graphics, big fonts
Jump curves, not better sameness
If it works or doesn't work, that's all that matters
Value is different from price
A Players hire A Players
Real CEOs can demo
Real entrepreneurs ship
Some things need to be believed to be seen.
Enjoy it!
In the second video, Guy Kawasaki is presenting in London (April, 2011) his latest book “Enchantment: The art of changing hearts, minds and actions”. This video is not just a presentation of his book, but a lecture about the art of enchantment. It’s worth seeing:
It's interesting to see the results of another research today. It's a global study by “Accenture”, organized over the web in September and October 2011 with more than 10 000 consumers, which study measured the customer satisfaction.
What makes consumers happier is always an actual question. And here are the answers of the study:
Consumers are happier with shorter wait times (33% are satisfied compared to 27% last year)
Consumers are happier with the ability to solve issues without having to speak to someone (38% satisfied, up from 33%)
Consumers are happier with the ability to resolve an issue by speaking to just one person (39% compared to 32%).
But happier customers don’t mean more loyal customers, because there’s a rise in their expectations nowadays. Below are the facts, included in the study, which ones prove this opinion:
66% of customers switched brands in the past year because of a bad customer experience
24% of consumers characterize themselves as brand loyal
23% describe themselves as having no loyalty at all.
And if we have to speak with songs - the truth has two parts, as there are two songs below, describing it:
“sometimes love just ain’t enough” for a brand relationship
especially when the customers “can’t get no satisfaction”.
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