domingo, 24 de octubre de 2010

Extracto de mi antiguo blog Marketing Sensación

Hola debido a mi escaso tiempo no puedo mantener dos blogs por ello a partir de ahora todos mis artículos de marketing los publicaré en este.

Os pego todo lo escrito en 2010 aquí debajo

Un saludo,

Otto Wagner.

domingo 2 de mayo de 2010

Telefónica pasa a ser Movistar


Sorprendentemente (aunque fue anunciado por Cesar Alierta hace un año) Telefónica, S.A. abandona  su marca madre (Telefónica) para utilizar la marca que creó hace unos “cuantos”  años para dar a conocer lo que sería su telefonía móvil por satélite.
Resulta extraño este cambio, pero es probable que se deba al desgaste que ha sufrido la marca Telefónica desde que de privatizada. La marca Movistar  goza de una mayor aceptación social ya que se asocia con una alta tecnología.
No obstante Telefónica seguirá siendo la marca nivel corporativo y a nivel de I+D con Telefónica I+D a la cabeza.
Decir que Movistar solo será utilizada para España y Latinoamérica para el resto de Europa usará la marca (empresa que adquirió) O2 lo que demuestra su apuesta por la estrategia multimarca geográfica.
Un nuevo enfoque hará que  la empresa sea revitalizada frente a los nuevos competidores como Orange, Vodafone y las “virtuales” que dan una imagen mucho más fresca.


martes 23 de febrero de 2010

How you can create a brand, “THE BRAND”

Firstly we’re commenting which is a brand. A brand is what identifies to manufacturer or seller. A brand is like our own name. Ok you’re a person, but your name, for example, is Kevin, so you’re Kevin. With brands happen the same. A cola drink called Coca-Cola is a Coca-Cola, A car called Mercedes is a Mercedes…
All of them do that a brand be very complex and therefore it must be created thinking in the following aspects: attributes, profits, value, culture, personality, consumer… A brand must never be a simple name, must have all the above mentioned.
In many cases a brand is a big part of company value; it’s a part of what we know like “Goodwill”.
Within all of this we could explain about Brand Decisions, portfolios of brands, etc. But this one isn’t our objective. We’re going to try showing you how a brand is created.
To make a brand is necessary to know which is our product or service, which is the positioning that we want in the consumer’s mind, in other words, how we want consumer to see our product or service.
Our brand must be coherent with product design, consumer, our own company, even with the place where it is going to be sold.
The choice of brand’s name is a non short process which starts making a list with possible names, to do that we can use different techniques like the dictionary tech or the brainstorm tech. But… how can I make a effective brand?... It isn’t easy.
Within the process to build the brand you must find out that one which impacts to your potential consumer.
A brand must:
-          Be easy to pronounce
-          Be easy to remember
-          Respect the culture, both national and international
-          Be differentiable
-          Suggest profits and qualities
-          Be evident…


domingo 17 de enero de 2010

Desire or necessity


When in the university, business schools and academies we study marketing we always ask ourselves if the marketing makes necessity or desire. Many teachers say that the marketing makes desire and not necessities because following the marketing lessons of marketing guru Philip Kotler. Kotler defines necessity as a basic human necessity (eating, drinking, surviving, communication...), so the marketing shouldn’t have influence over necessities (as per my old teacher: it shouldn’t be ethics).
But then...  in which does marketing have influence? ..... In desires, but, what is a desire?
A desire is a necessity applied to specific item (hamburger, orange juice, mobile phone, computer...) 
But now our past desires have become in necessity (basic necessity), everybody has a computer, a mobile phone.... Perhaps when Kotler thought about desire and necessity many years ago, he didn’t know this. The society has advanced to a very consumer system where the desires are necessity.
Thanks professors, colleagues and friends because your thoughts have helped me.

domingo 10 de enero de 2010

Anuncio muy bueno de los amigos Nipones(2)/ A very good commercial of the Nipponese friends(2)

Hoy os pongo otro anuncio japonés


Today I show you other japanese commercial. This is good too
http://www.youtube.com/watch?v=D-B52PV876I&feature=player_embedded#!

sábado 9 de enero de 2010

Un anuncio muy bueno de los amigos Nipones(1)/ A very good commercial of the Nipponese friends

Hola a tod@s!! Después de buscar anuncios y anuncios y hay uno que me ha sorprendido bastante. No os cuento nada primero lo veis y luego hablamos.

Hi Everybody I've been looking for advertisement all afternoon and there is one that  has surprised me enough.
I am not going to say anything, firstly you have to watch it and after we will talk
http://www.youtube.com/watch?v=TgPmaNMReKQ&feature=player_embedded
Para mi es uno de los mejores ejemplos en el que  se puede observar que la corriente creativa de la trangresión no tiene por qué ser siempre agresiva como en la publicidad de Benneton.


It's one of the best examples where it can be watched that creative trend called transgressor hasn't to be always aggressive like in Benneton's advertisement

miércoles 6 de enero de 2010

The perfect commercial (TV Advertisement) / El anuncio perfecto


The perfect commercial (TV Advertisement)/ El anuncio perfecto,
This last Xmas a commercial has been watched by thousands and thousands of peoples in their houses.
I’m talking about the Lancôme Trésor commercial. Every Christmas we are surprised by fab advertisement about gifts like perfumes, toys, champagne… but of all commercials, that of Lancôme Trésor is the best. 
The scenography is perfect. It’s though for a woman between 25-45 years old who looks for some else that a simple perfume, she must want to participate in a love story, her own story. But this story seems more real than the story told by Channel No. 5 starred by Nicole Kidman.

For this renovated commercial the publicity agency has counted with Titanic’s main character Kate Winslet. An actress with natural beauty which will do feeling to female watcher, that she can achieve it (the beauty)
Like I’ve already said, the perfect commercial because it causes desire in the future buyer, desire of getting the beauty of the protagonist and having a precious love story.





Las pasadas Navidades un anuncio ha sido visto por miles y miles de personas en sus casa
Me refiero al anuncio de Lancôme Trésor. Cada navidad somos sorprendidos por fabulosos anuncios publicitarios de regalos como perfumes, juguetes, cava… pero de todos los anuncios el Lancôme Trésor el mejor.
La escenografía es perfecta. Pensado para una mujer entre 25 – 45 años que busca algo más que un perfume, ella quiere participar in una historia de amor, su propia historia de amor. Pero esta historia parce más real que la protagonizada por Nicole Kidman.
Para este renovado anuncio la agencia de publicidad ha contado con la protagonista de Titánic Kate Winslet. Una actriz con belleza natural hará sentir a las espectadoras que pueden lograrlo (la belleza)
Como he dicho el anuncio perfecto porque provoca deseo en la futura compradora, deseo de conseguir la belleza de la protagonista y tener una preciosa historia de amor

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