The anti Marketing Marketing

When I talk about in class Postmodern communication and how Google Adwords fit (or not) in it, I realize that many students do not know this concept. If I see that I have time, I try to explain a little what the Postmodern Communication and what features it has, but usually do not have time to do it and also not part of the agenda that I teach Digital Marketing. To overcome this problem in part and publicize at least a small part of what the Postmodern Communication, here's this post.

El Marketing Postmodern

The postmodernism It is a concept that makes sense when we counterpose to the modernity, Understood as the search for a scientific and rational basis in all disciplines. The postmodernism It is based on the opposite: to enjoy the diversity and contradiction ... to break the rules set by the company itself (Stephen Brown, 1992).

On issues Marketing Y Communication, the fact "post-modern"It has characteristic elements and explained in class: fragmentation, dedifferentiation (do not know whether something is fact or fiction [as in this case of the example that follows these lines]), hyperreality, chronology, pastiche, antifoundationalism (go against the established rules, the Anti Marketing Marketing is part of antifundacionalismo) And pluralism.

Find more information about postmodernism in the Wikipedia.

The anti Marketing Marketing

To illustrate this concept (in classes where if I have time to explain what the Postmodern communication) Put advertising such as video piece by DOVE (Unilever) for its "DOVE for Real Beauty"Created by the Canadian office of Ogilvy & Mather agency.

This video is a clear example of Postmodern Marketing communication: A video ad denouncing the manipulation of advertising images.

(The video is on YouTube but has disabled the function embed. You can see it by clicking here or clicking on the attached image.)


Some data on the spot:

  • Since it was posted on Youtube, the video has been viewed more than 12 million times.
  • The video has received more than 6,000 comments (many in favor, but also some against, emphasizing the hypocrisy of manufacturers of beauty products and in general all the publicity).
  • Tim Piper, one of the authors was included in 2008 in the list of TOP 100 most influential people in the world according to the magazine TIME.
  • The spot won two Golden Lions at the Cannes Film Festival.

A success, go.

About the campaign:

La pieza forma parte de la campaña para el reposicionamiento de marca de DOVE iniciada en 2003 para empezar a competir en el mercado de cremas para las manos. Hasta ese momento, DOVE sólo fabricaba jabón para las manos y su propuesta de valor era que su jabón dejaba las manos extremadamente finas e hidratadas (cosa que es verdad, por cierto). Al querer entrar en el mercado de las cremas, DOVE pasaba a competir con Nivea, Roc y con L’Oreal.

To differentiate itself from competitors Dove and Ogilvy they decided to go for a marketing more emotional, designed to transmit values ​​of the brand, rather than focusing on a system based on product characteristics marketing as did the other brands (remember ads Nivea [that softens, moisturizes and tones], focusing on the product).

The spot aired for the first time in 2006 and made known the "Self DOVE Fund"Which aims to get women to upload their self-esteem by not compare to beauty standards that are not real (especially standards models for L'Oreal, hyper made up and whose images are systematically retouched treatment programs image [which also make all beauty magazines, the heart and in general all the press reports lives of famous / as]).

So DOVE chooses ethics as the basis of its market position. This type of positioning is typically postmodern and aligned with the philosophy 2.0 of the network.

The paradox that a brand using the anti marketing to be known, is also a typically postmodern characteristic. Companies try to get into the skin of the consumer, thinking as he and launching a series of smart messages against the established by the very society of which they are part. Mystify the receiver of messages but get connect to it.

Dove is not the only brand that makes this type of advertising

We can see these messages in ads Viceroy (The watchmaker). Antonio Banderas remember saying "It's not what I, what I am," or Shakira wondering why they have hired to watch an ad if she never takes any.

Some brands try this yourself, but do not.

This is the case for example of Dior with ads starring Charlize Theron for the perfume "J'adore Dior", Which appears shedding all her jewelry and clothes saying"feel yourself"When Dior is precisely a brand of fashion products (the paradox would be a" stance "Postmodern, yes), but to appeal opulence and luxury goods, while choosing images for the campaign showing luxury and opulence, where Charlize is makeup to the eyebrows and retouched every pixel I think is too brazen. It shows that in the background, Dior does not believe in "feel yourself"Preaches and continues to manipulate images and showing imaginary worlds and inaccessible (which is really what sells).

In times of 2.0 and social networks, hypocrisy is a bad bet. Transparency and consistency in advertising are the foundation of Marketing 2.0. In this subject (in coherence 2.0) I recommend reading the article published in Marketing News: "When it is the best business ethics for a brand

Final note:
By the way, I think the first time I saw this announcement was thanks to a mail Neighbor Maria the AGIMA network (Mary is ethical marketing expert and professor at the University of Vic ... and former partner at Intercom). From here I send a greeting :-)

Review of "THE CODEX SECRET" by Lev Grossman, Byblos - Ediciones B

El códice secretoI have outstanding writing large numbers of reviews, so I'll take these holidays to catch up. Today's is on a technological thriller set in a world of video game programmers [a little strange :-)] and librarians [also a little strange :-)].

El argumento del libro nos sitúa en la piel de Edwuard Wonzy, un joven banquero de New York que acaba de aceptar un traslado a Londres, pero al que antes de su partida, la empresa para la que trabaja le encarga a nivel personal, ordenar y categorizar una biblioteca particular. (Aquí casi estuve a punto de dejar el libro: ¿un banquero haciendo de bibliotecario por encargo de su empresa? No tiene ni pies ni cabeza… luego acabas entendiendo que esto ya forma parte de una “conspiración”… pero confieso que como el libro lo había comprado en un supermercado [lo compré en verano y en las librerías de la población en la que me encontraba no había Ciencia Ficción] tenía prejuicios hacia el posible argumento y hacia la calidad del libro).

Total, which results in one of the books to be cataloged there is a esteganograma (mensaje cifrado de tal modo que a su vez, oculta la existencia de otro menaje cifrado, este mucho más fácil de descifrar [en principio]). El origen de este mensaje lo encontramos en un escritor de la edad media con una vida anodina. El descubrimiento del mensaje y su posible publicación podría afectar a la reputación de poderosas familias de origen noble inglés, así que mucha gente está en contra de que esto ocurra. Encontrar el libro y descifrar el mensaje llevará a nuestro protagonista a interactuar con programadores de videojuegos y con bibliotecarios expertos, cada uno de ellos descritos con profusión y mostrando sus rarezas para hacerlos más interesantes a nivel de creación de identidad de personaje.

The truth is that as when I started reading the book I was expecting the worst, did not disappoint the fact that the book itself is loose and "light" (in the sense that it suggests not raise any question of that interests me) but can be read and does its job as reading weekend escape. In addition, the author was pleasantly surprised when describing the den where the programmer who has to interact lived, indicates that "The walls were papered with posters of diagram Mandelbrot reproduced in psychedelic colors". Yes sir! A good freaky anchored in the 80 should have a diagram Mandelbrot hanging on your wall. Good description.

MandelbrotI have none, but I confess that fractals have always fascinated me. In fact, my passion for programming started when I discovered at age 13, when in an equation that I taught school in replacing the variable by a random number (random), obtenía preciosos dibujos en la pantalla de mi ZX-Spectrum. En mi cabeza, las mates dejaron de ser algo abstracto para ser algo visual y bonito (…ingenua de mí). Cuando llegué a la universidad y me tocó estudiar conceptos como Ker, núcleo, Rank… en funciones algebraicas… por desgracia, me volvieron a poner en mi lugar y nunca me recuperé :-).

But back to the diagram Mandelbrot (he is the one I show in the attached picture), precisely Benoit Mandelbrot, the mathematician creator of theories of fractal geometry, died this past October 10, 2010 and some media echoed this and explained some of their work. Through this review I also wanted to pay a tribute.

Here is the link to its listing on Wikipedia if anyone wants more information: Benoit Mandelbrot

Here is a 17-minute lecture by Mandelbrot himself in early 2010 (is interesting): TED – Mandelbrot

To see beautiful fractal images created from the geometry of Mandelbrot studies, follow this link to Google Images: Mandelbrot images

Slides of "Tools 2.0 for managing your personal brand"

Yesterday I had the pleasure of participating in the conference "SISI" organized in Lloret de Mar. These sessions were aimed at helping young people who do want to work and if they want to study.

Both the presentations and panel discussions were very interesting and entertaining. The organization was impeccable, no easy task when carrying out an act of this type with different formats.

The framework of the conference was the beautiful Costa Encantada Aparthotel Lloret, who gave both its rooms and its restaurant service, also you have to congratulate them and give them thanks.

For my part, I gave the talk was on how to manage personal brand with the help of the Internet 2.0 tools at our disposal. I used slides are what I show below.

I go all right.

We talk to each other.

Youth Days "sisi" (Yes they do want want to study and work) in Lloret de Mar

Jornadas para SiSiEl próximo sábado 27 de noviembre, tengo el placer de participar en las jornadas SISI que se celebran en Lloret de mar.

Mi presentación será sobre la “Gestión de la marca personal a través de herramientas 2.0” y tiene como objetivo que los jóvenes (cuya mayor parte conoce bien las herramientas 2.0) sepan cómo utilizarlas a nivel estratégico para modelar su imagen en internet y gestionar así su marca personal adecuadamente.

Otros ponentes de la jornada serán Alfons Cornella, Xesco Aspar Y Marion Suffert. Algunos de los temas que tratarán son: ¿Cómo realizar una presentación personal? ¿Cómo buscar trabajo? ¿Cómo evoluciona nuestra sociedad y por lo tanto cómo evoluciona también el mercado laboral?… en definitiva, preguntas que seguramente muchos jóvenes y no tan jóvenes se cuestionan a diario.

Las jornadas tienen un coste de 10€ (incluye el almuerzo al medio día).

Para más información sobre las jornadas y para inscribirse es necesario llamar al 972 364 858

O bien visitar su página en Facebook:

O su perfil en Twitter:!/SiSi_27N

Nos vemos en Lloret!

Neuroscience Day, Friday 26 November in Barcelona

Jornada de Neurociencia AGIMAWith the suggestive title "Brain power at the service of leadership and happiness in life and in business " the first day of Neuroscience to be held on 26 November at the Etseib (ETSEIB) is presented.

My participation will be a spectator, but the day promises to be interesting and entertaining. We learn how to motivate people working in our environment and how companies get happier.

The teacher Silvia DamianoExpert of the human brain and professor at Mt. Eliza Executive Education at Melbourne Business School, will explain his latest research on commitment and leadership in women and men. As reflected in his latest book, Engage Me (Involve me), companies with more committed people generate more revenue, profit and earnings per share. Those most involved perform their work better and 20% are reduced by 87% initiatives leave the company (loyalty, performance). The companies involved are 43% more productive.

What is the "engagement"? "You put your head and your heart in what you do and love him," said Silvia Damiano. The three E (in English) of involvement are "Enjoyment" (Enjoy), "Emotional connection" (emotional connection), "Empowerment" (Liability).

Neurally Silvia explains these concepts from the notion of "flow" (flow). I wonder if it's the same concept of "flow" that applies to video games and applications: the state that you get (depending on your abilities and task difficulty) in which time flies and which completely disconnected from what's around you.

For his part, Professor Albert Figueras of the Autonomous University of Barcelona, ​​physician and pharmacologist who studies the neurological basis of welfare, explain how the oxytocin, a hormone present in childbirth and lactation, is essential in establishing good social relations. Also influences our commitment, our decisions, how to work together and how we relate to our organizations.

The day will end with a round table moderated by Professor of ESADE Margaret MartinWhere different experts and business leaders explain its strategies to improve engagement, loyalty and help working people to be happier. Among the speakers will be: Love Agima Pujol, Anna Fornes humà the Factor Foundation, Jil Van Eyle Teaming Intercom Group, Jordi Ojeda Rational Time and UPC, Juan Carlos Angeles Hipertin SA. EO Network Economies Salvador Guasch Intangibles and Silvia of Vilchez, Director General of People of MRW.

In the attached image I have included the program of the day.

For more information, please click here: Neurociencia day - AGIMA

See you on Friday.

Electronic Commerce Course in Igualada

The next 23, 25 and 29 November Igualada impart the Electronic Commerce course organized by the Chamber of Commerce of Barcelona and throughout the year has been teaching at the offices said chamber has spread throughout the province.

These courses are specially designed for companies wishing to enter the world of e-commerce or who wish to deepen techniques to attract visitors to your web pages and then convert them into customers.

Se hace especial hicapié en cómo debe ser una página que desea vender productos, en los factores clave de éxito tanto a nivel técnico como a nivel de Marketing. En cómo atraer tráfico cualificado (y se explica bien el SEO y el SEM, entre otras técnicas) y cómo gestionar los perfiles 2.0 para este tipo de empresas. También en cómo convertir este tráfico en clientes contables y por lo tanto, se trabaja a fondo tanto la Usabilidad como la Analítica Web.

During the course, students have a computer and internet connection. Both benchmarking exercises like the rest of exercises and examples explained in class, they can be made directly on the website of the company the student. Thus, besides learning, the student makes an effective job for your company.

The course schedule is from 9:00 a.m. to 2:00 p.m. and lasts for 3 days (total of 15 hours spent on Electronic Commerce and Digital Marketing).

If you are interested in attending this course, please contact the training department of Barcelona's Chamber of Commerce.

Education, trade and tourism
Chamber of Commerce
Avda. Diagonal 452 – 08006 Barcelona
Tel : (+34) 934 169 477
Fax : (+34) 934 169 366

Practical Workshop Web 2.0 for tourism in Girona

After the practical workshop organized Benchmarking Tourism Costabrava and we teach in Olot, many people who plan for a solició Practical Workshop Web 2.0 for tourism businesses. Well, it is already scheduled: The workshop will be held November 30 in Girona.

Its data are as follows:

How to be a good Community Manager - How should the profiles of tourism companies on social networks, what issues should deal mainly, what 2.0 tools at our disposal, how can we optimize our time. Ultimately, knowledge that everything Community Manager should know to develop your job in a tour company.

Day: Tuesday, November 30
PlaceGirona, the hotel Charlemagne (Plaça Miquel Santalo)
Schedule: From 9:00 a.m. to 2:00 p.m.
: 40
Registration fee: 50€ (incluye coffe break)

The registration period ends on Friday 26 November and the booking is made in order of receipt of entries.

For more information please contact the Board Tourism Costa Brava - Pyrenees

Note to attendees: As a practical workshop I recommend attending the class with your own laptop. This way you can work directly on your profile and on your website.

See you in Girona.

A hug.

Tool to create clouds of different Tags

Mapa de Etiquetas Montse PeñarroyaToday I discovered it a tool that can be useful when you need to make a cover for some work or to illustrate any article ... is Wordle.

To use it enough to make a "copy" from the text we want to extract the words that will tag in the tag cloud and then make a "paste" in the tool.

If you do not want to cut and paste text, a cloud can also be created from the text of a URL. Both options are equally good, although I think I prefer the first because otherwise, in the cloud also aprecen you the words of the menu, footer, etc.

Once created the first draft, we can customize the font, type of drawing, colors, etc. So the creativity of each makes the result unique. Working well design and the word list can be an interesting, informative and original artwork.

The cloud that show along these lines is the one that is created using the main text of the page "About Montse Peñarroya"This blog.

The tool is free. From what I have read in your "about us" this is a personal project of an IBM employee using code created for your company, with the permission of the same. So we should thank both the author and IBM :-)

explanatory note:

By the way, if someone not know what a tag cloud:

  • A tag cloud is what is shown in the attached image.
  • Other words to define a tag cloud: map labels, word cloud, tag cloud, tag cloud ...
  • A tag cloud is a visual representation of the words that form a text. The font size is greater the more times a word appears.
  • It is a type of communication with the look 2.0.

I hope the tool will be useful to you ... For my part, I'm thinking about making Christmas cards using Wordle Y currándome a suitable text for the occasion ... we'll see.

We talk to each other.