Less is more: “I know that half of what I spend in Advertising is just wasted money. The problem is that I don’t know which of the two halves is the right one.”
Just landed at Malpensa airport eventually I saw an advertising that got my curiosity, but a question rose to my mind suddenly: "Why? Why did you feel it was the right place to place your message?" Then another one: "What damn did you write there??"
I think sometime people forget the adv pillars:
“Less is more” - Being focused, write a minimal message that keep user’s interest!
“Unique Selling Proposition” - Only one, very good reason that creates distintive value.
“Be Remarkable” - Think “out of the box” in order to be read.
“Think like your client does” - What does really make the difference in the client’s mind?
From 4.5 Billion to nothing … Forbes admitted: we were wrong: “Our estimate of Holmes’ wealth was based entirely on her 50% stake in Theranos…” Is Elizabeth Holmes a hero or a thief? Last year, Elizabeth Holmes topped the FORBES list of America’s Richest Self-Made Women with a net worth of $4.5 billion. Today, FORBES is lowering their estimate of her net worth to nothing. Theranos had no comment. Forbes admitted: we were wrong. Any apologise, no sorry, just: “Our estimate of Holmes’ wealth was based entirely on her 50% stake in Theranos…” then “Theranos shares are not traded on any stock market (now); private investors purchased stakes in 2014 at a price that implied a $9 billion valuation for the company…” then “FORBES spoke to a dozen venture capitalists, analysts and industry experts and concluded that a more realistic value for Theranos is $800 million, rather than $9 billion” then “…It…
Looking for someone... When we really look for someone to hire very often we struggle in searching the person who fit our requirement. It happens for almost any kind of job, level and wage. Why it happens? What are the skills that are so difficult to find? “Cerco Persone in Gamba” I known the owner of this small bar in Italy. At that time he was struggling in find someone to hire, every day he had several interviews, he also hired several people but after a while they went away or he let them to go. “Finally they have ONLY to get clients’ orders and bring drinks to the tables…” he said. So the searching notice appeared on the high street: “I’m looking for SMART people” he wrote. Many “people” later the bar owner left his business. My friend the British gentleman wouldn’t agree with me. Last Sunday…
Franco Tagliente, un collega legato ai miei esordi nel marketing, 1986. Un'altra epoca. Franco era un consulente affermato già allora, io iniziavo appena. Un suo scritto di allora mi fu di grande ispirazione: La Scoperta del Marketing. ( in questo blog ) Oggi ci ritroviamo con Franco a discutere di Decrescita e di un Marketing completamente nuovo, un marketing etico. Io e Franco abbiamo sempre operato eticamente ed oggi crediamo che questo non sia più una scelta, ma una necessità. Qui il suo testo sulla opportunità di rivedere il marketing. (mia è la grafica, mentre è sul set di "U-Turn" la foto di Sean Penn e Jennifer Lopez) Grazie Franco. Qui il testo Completo in pdf
A hot topic about business, values and social responsibility. From an article on Harvard Business Review about Novo Nordisk strategy and business purpose. We developed an evaluation of the way of thinking the purpose, from Mintzberg to Ferrero, from Canada to Italy the way of rethink the business is now changing. Get the whole article here: Is the business purpose just to make money?
Non sempre gli atterraggi vanno lisci come si vorrebbe. In termini di business, raramente un nuovo mercato si presenta come una pista ben asfaltata: una runaway liscia e senza ostacoli. Mentre un atterraggio di fortuna comporta molti rischi, uno adeguatamente pianificato permette di conoscere il “terreno” sul quale si intende scendere ed evita capovolgimenti. Here the article in Italian: Landingprojects