..and the magic formula for consistency is... It’s important to understand the difference of how we want to be perceived, and how we are actually being perceived. With the exponential advancement of technology, and the hyper-connectivity phenomena, consumers are getting better at detecting brand messaging inconsistencies. Brands can spend millions of dollars building… Continue reading Lies have short legs
Whether your concern is disruption or innovation, one thing is clear: technology is affecting, and will continue to modify businesses processes. Some of these changes you may see coming, others are the result of pure ingenuity, but there’s one thing all these modifications, innovations, disruptions have in common, and it is that the consumer is… Continue reading Plan for obsolescence… Don’t let obsolescence plan your retirement.
It’s time to upgrade that television producer title In the universe of distribution channels, there’s a concept called “Product Category Value” (PCV) which basically is a number you want to pay attention to, in case you are distributing a product, like let’s say underwear. You don’t want to waste your time and resources aiming to… Continue reading Is your Job Title holding you back?
There’s no doubt that consumers are demanding better experiences, and retailers are giving them just that. Are other industries reacting fast enough? While living in Atlanta, an old building in Ponce de Leon Avenue that used to house Sears, Roebuck & Co. transformed into a vibrant chef-quality food hall, where some retailers established their… Continue reading How media brands could be more in control of the user experience.
Reflections on a marketing convention Little after Hector Hernandez, Chief Digital Officer at McCann, finished talking, that feeling of wonder kicked in. I was fascinated understanding the importance of brand value. Hector was so clear in his explanation and the concept registered immediately... but then a million questions started popping in my head regarding the… Continue reading Are you fluent in Marketer?
Reflections on a marketing convention During my years as a line producer doing live television, I learned that you need to be very specific in your rundowns and backup plans in order to be able to react to the unexpected and not create chaos. I always believe that it’s smart to deconstruct a perfect structure,… Continue reading Do you have an appointment?
Reflections on a marketing convention Who would have thought I will end up thinking about our human condition right in the middle of the marketing conference Digital Branding Analytics Miami 2019 Conference #DBAmiami Turns out I did! Didn’t see it coming but it happen right in the middle of Sean Gardner’s presentation on using AI… Continue reading How to remain relevant in the job market
Reflections on a marketing convention I’ve been sitting on a metaphoric approach to my career, and I’ve always envisioned me as a product in the need of a customer to show interest and buy me. I’ve envisioned my next career move as B2C transaction, until I discovered I could take a different approach, a B2B… Continue reading What I am is what I am…Are you what you are or what?
Tour de force… I love the power in that phrase. Tour de force has been stuck in my brain for a couple of days now, and is hard for me to tell why. Tour de force… Tour de force. I wanted to use this simple yet powerful phrase to start this blog post, until I… Continue reading Don’t let your message become frozen food.
...thoughts on personal branding and storytelling You have probably heard the story of microinfluencers in marketing being able to reach better levels of engagement when compared to more popular influencers. (Adweek, 2017) It’s also important to understand why this happens. Once you do, it will help you establish a credible personal branding for yourself as… Continue reading WHO LIVES, WHO DIES, WHO TELLS YOUR STORY – Part 2