Dove did it again!

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I really think some brands are destined to do well in market when they find a powerful and relevant insight. Unilever did it once for women (real beauty), they have now uncovered another powerful insight for men ( Care makes a man stronger).  You know it is powerful when you can easily translate it into many […]

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I do love Brands. But I am a Marketer. This is my job and passion – Brands are the air I breath (and frankly what pay my bills!). Don’t get me wrong: Of course we need to build emotional connections with consumers to build  strong brands but love is a pretty strong word and I […]

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The Big (scary?) Data

I don’t know about you but I have heard more about Big Data in the last few months than about Donald Trump’s peculiar speeches or  Syrian refugees crisis or even more than Mrs. Rousseff incredible discourses (if you are close to Brazil or Latin America’s issues). I had the  privilege last week  to be a listener of a lecture given […]

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So do you think you can be as smart as Steve Jobs?

I think most of us would agree Steve Jobs was a genius. He could like no one, anticipate trends and develop products and innovation that did change industries and people’s lives. He did that out of his creative genius mind, with as I have always been told, no impute from consumers, no market research. Honestly, […]

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The consumer is NOT “changing”

The first time I saw the line “…. because the consumer is changing” ,  I was still writing my first memos, as fast as my hand could handle – the faster I could write them, the faster my secretary could type them, the faster they could reach my audience, the faster I could change the world (as I  imagined).  I […]

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2025: My Tele”Vision”

I wake up a bit later than usual; as I do it I hear my usual audio good morning message: – “Good morning Alan. It is 7:30, Tuesday, December 2, 2025.  The current temperature is 75 F or 24C  – it is another sunny day in Miami. Your first appointment of the day starts at 8:30. […]

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Can you manage Millennials or Gen Z and others to come? The answer is …

In a recent debate about social media, a moderator asked two female participants the following question: – How do you make sure you are relevant to the contemporary audiences? The first woman, in her early 30’s – an experienced social media professional  replied she tries to live her young audiences lives: she texts in her smartphone almost all daylong, spends […]

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Ads that touch people’s souls: I find most of them brilliant but are we seeing too much of what some people are calling “sadavertising”?

I think that advertisers have discovered the power of emotions and it came at a time where strong connections are needed to get consumer’s attention in the age overload (overload of information and media consumption). Maybe advances brought from neuroscience into the marketing field contributed to spread the word.  Humor, an always classic component of word of mouth, is […]

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Forget Content Marketing.

I really believe everything is content so I wonder the value of spending a lot of our time discussing what  content marketing is and what makes it distinct from many other formats. I have seen a lot of recent publications selling the ABC of content marketing, so it is certainly helping many consultants to create content about content marketing! Why […]

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