Lessons from Hyatt:  Simple Ways to Damage Your Brand a very nice article published by Harvard University on Branding Management


Brain mechanism on how buzz and ideas are spread

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I stomped with a really great research made by UCLA psychologists, via Journal reference: Psychological Science Provided by University of California, Los Angeles How do ideas spread? What messages will go viral on social media, and can this be predicted? UCLA psychologists have taken a significant step toward answering these questions, identifying for the first time the brain regions associated with the successful spread of ideas, often called "buzz."

The research has a broad range of implications, the study authors say, and could lead to more effective public health campaigns, more persuasive advertisements and better ways for teachers to communicate with students.

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Last Updated ( Friday, 05 July 2013 22:03 ) Read more...

Is Publishing Content Still the King of Marketing?

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I recently read a good article written by Harvard Business School concerning "content" as one of the axis of a good marketing work, according to that research Marketers are not publishing enough content. The debate is still going on: Quantity vs. Quality. At the end the article states why not creating lots of good high quality content then? I would have been surprised if that is not possible but i understand many years ago that was impossible. Relevancy and added value seems to be the axis of this debate.

One of the most powerful tools to add value to your content are videos, definitely videos. Anyone is a marketer now, just grab your camera do some post edition and that's it. Of course, if you are a marketer and start working seriously and systematically in a brand some steps should follow rather than being just passionate and emotional.

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Last Updated ( Friday, 14 June 2013 11:16 ) Read more...

Marketing, meet tech. IT, meet marketing. Roles are growing closer. Oracle's Erika Brookes presents at Digiday.

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Breakfast Workshop with Oracle: Marketing and Technology — It’s Now a Hybrid World from Digiday on Vimeo.

The metamorphosis between Technology and Marketing is getting stronger as time goes by. Consumers are nowadays covered by technology in all its aspects, they are driven by the latest trends and devices, this of course is reshaping Marketing in all its variations as well. If you are thinking that today's Marketing is Customer Relationship Management Marketing you are right but you cannot maintain a proper relationship if you don't know how to track and reinvent your business without technology, abstracts concepts such as branding, corporate identity and corporate image are metamorphosed with technology. Erika Brookes from Oracle is explaining how this concept must changing the whole organizational culture. I hope you enjoyed just like i enjoyed it live! :)

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Last Updated ( Monday, 10 June 2013 20:25 )

Everybody is a marketeer now

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For the past decade, marketers have been adjusting to a new era of deep customer engagement. They’ve tacked on new functions, such as social-media management; altered processes to better integrate advertising campaigns online, on television, and in print; and added staff with Web expertise to manage the explosion of digital customer data. Yet in our experience, that’s not enough. To truly engage customers for whom “push” advertising is increasingly irrelevant, companies must do more outside the confines of the traditional marketing organization. At the end of the day, customers no longer separate marketing from the product—it is the product. They don’t separate marketing from their in-store or online experience—it is the experience. In the era of engagement, marketing is the company.

This shift presents an obvious challenge: if everyone’s responsible for marketing, who’s accountable? And what does this new reality imply for the structure and charter of the marketing organization? It’s a problem that parallels the one that emerged in the early days of the quality movement, before it became embedded in the fabric of general management. In a memorable anecdote, one of former Chrysler CEO Lee Iacocca’s key hires, Hal Sperlich, arrived at the automaker in 1977 as the new vice president of product planning. His first question: “Who is in charge of quality?”

“Everybody,” a confident executive replied.

“But who do you hold responsible when there are problems in quality?” Sperlich pressed.


“Oh, shoot,” Sperlich thought. “We are in for it now.”

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Sustainable and Disruptive Technologies - Tips to Differentiate in Order to Improve the Innovation

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Innovation is a very important stage for any type of business nowadays, we are kind of fed up to hear everywhere innovate or else die, innovation is closely related to technology, there is a time when we face somewhat like a dilemma in the innovation curve. no matter if it is a product, service, marketing, application, potential or lateral.

What is really hidden in the very core of this concept? we must answer several questions, of course many questions arise when we are talking about this, however we can summarize these: How can you make an economic decision about technologies? How to transfer a technology into an innovation? What distinguishes sustainable from disruptive technologies? Which factors decide about the innovations to pursue? What is characteristic for successful innovations?

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