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Culture, the only product that people do not consider product.

Of all the debate generated at the expense of the famous "Sinde Act, which otherwise seems very healthy and exercise in a society, what I concern is the concept that we as a country of culture. Generalizing from reading reviews and comments on websites, forums and social networks, it is easy to conclude that it is considered a public good, essential, must be free and unlimited public access. And when he explains that it is difficult to generate content without expensive they have passed on to consumers of that culture, the only two responses that are received are that the business model is obsolete, and that technology allows almost exact copies free price does not justify the end.

also defends himself without blushing that art always survive because artists will not cease to exist it is a vocation and a necessity. This statement, often accompanied by a scathing criticism and contempt for certain artists, labeled "commercial" for those who are denied the cultural value or quality, which are covered in products aimed at the masses "uneducated." Confusing tastes with quality, bad start.

Well, I think this series of contradictions that I find it hard to concentrate when I talk about it. Because I tend to look for logic, consistency and positions based on clear ethical criteria too general. And with this thinking, I can not understand that they think that culture is a public good, but not accepted that "public affairs" (As the Romans said "republic") does not defend him, or bear the public purse. If as a society believe that culture is a necessary good and should be freely accessible without hindrance, I understand that society will collectively who will pay, such as education, military and healthcare. Because if not, we're asking a part of society, artists and creators, we do so for free? That is, we will not have artists, merchants, if not artist-slaves. Minstrels. Medieval jesters.

For I am the subject that that "if you buy cheaper" ... I do not believe at all. Nor do I believe that the state have to keep the entire cultural system of a country. On the contrary. If you argue that every author has the right to choose whether to Copyright, Copyleft, Creative Commons or whatever, it is precisely because I think like any other product subject to the subjectivity of the consumer, must earn their position and sales. But this is only possible if you have the same protections and legal guarantees than any other product.

Sorry, I had better tell me "as you can get it for free on the net, I can not cash it and I have to invent another business model . Power can, but should not be. Power, we can go to 200 for a highway that we have paid in taxes. But we must not and we can not because we are not allowed. Would you keep the speed if there is no radar and fines? ... that is the reality of society. We do not want to recognize things as they are, if we do not favor.

hope I do not have to repeat my position on the canon and the network neutral, because that's not the problem. Those are laws and rules that are taught today and tomorrow are canceled. I worry about blindness and delusion. I worry about the value we give to culture with a capital, represented by those who create that culture.

So far, I was really just by Jiminy Cricket. But fortunately, after the downfall of the Act, I begin to see people try to make the same effort to understand that the situation is not as simple as saying "I am free and I have right."

If you want to do a little effort to listen to people who have a broader view of the topic and defend it with solid arguments known and proven, even at the risk that something will make you change your current view, you I recommend the following readings, beginning (with permission) as I wrote last week in Cooking Ideas: "How many authors do you know?

Following the experience of a little suspicious commercial operator: " Another Creator "by Nacho Vigalondo in the Blog Nacho Vigalondo in the Country.

The vision of an expert in internet and social networks:" A Sustainable Model Digital Consumer "by César Martin in

Alzado.org

journalistic research one of the most belligerent Sinde: "How much do the download pages?" by Ignacio School, in Escolar.net

The brilliant description , a joy to read, how a writer feels in the midst of the maelstrom: "The tribulations of a writer sitting in the center of heated debate "in My Apis for your Cookies.

And the arguments of the creators, who have as much right to speak on the network and its opponents: " Groups of artists are mobilized on the Internet by Copyright " An article in El País

animes you wish to read these sources proposed. I do not want to convince you of anything, then you keep thinking what you think now, but at least it'll make more informed . I assure you.

(Image: Flickr CC License )

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Another way

Warning: This post is published in Ilustrae in 2009, but remains in place and wanted to share it again.

If you are someone who understand the commitment as a Christmas gift, or as a way to demonstrate your financial strength, this post probably does not interest you. Or maybe even in that case, if the crisis is affecting you more than expected, you may find this view attractive Ilustrae about the gift ...

If instead you think that Christmas gives you the opportunity to express your love for someone you love through a gift (well, probably should not wait a year for that, right?), I propose some options ranging from zero to twenty euros. And they are just examples of what you might do better using your bank: the imagination.

For example ...

1) A "Te Quiero" certificate.

how many times have you told someone that you love, parent, child, partner or friend, it never hurts to make it clear to them that what you say to heart. Try to send your greeting or a simple letter in which you want to tell you, in your own handwriting, and send it by certified mail. It falls short of five dollars and is sure to amaze. In the worst case, we leave a message in the mailbox and post office will have to go pick it up. That will make it official and memorable ... I said the worst?

2) A "Te Quiero" Guaranteed.

If you do not just send it certified, or if you think good idea, try to give a guarantee of your feelings. Make a certificate or a warranty card with any material, by computer or by hand with pens ... the important thing is to say something like: "Lifetime warranty for my love: If you ever feel like I'm losing you, show me this card and will react. " Ojo! Only works if you're willing to move you when you teach it, and comply with treatment.

3) An embrace Bono.

David

already told us in the post about plagiarism and the campaign "gives hugs" that someone thought to embrace others is a great gift. But if you want to give something tangible and lasting, we suggest again that you pick a pencil or a mouse and prepare a "bonus" cash, for example, by 10 hugs. May be checks or cut-sheet with strips that are placed on trees to announce things. The format is not important, what matters is that your loved one know you can call when you need a hug. Have you ever needed one?

4) Your favorite color Okay, you are spiritual but not both. For among bazaars, supermarkets and shops all on 100 you can put together a rather large package of objects that are of the same color. Candy, soaps, candles, etc ... just to know what your favorite color and let them know. Sure appreciate you know so well.

5) A subscription to a magazine

seems that the role is obsolete, but there's an unlimited number of thematic reviews of the most interesting, for any taste, whatever your favorite hobby . Most publications have a gift subscription service. Other sufficient if you subscribe you but give your delivery address. The advantage of this gift is that it lasts all year ... every month is Christmas and you will remember! According to the magazine you choose, the price is very reasonable for what does the gift .. for example, this offer is great: two / monthly magazine for only 18 euros.

6) The photos of your life

digital world that many of us will lose the memories turned into bits, but keep copies in black and white paper of our grandparents. If you have a good collection of photos where you go out with that person, try to print and prepare a small album or a picture with them. Reflect your love every time I see him and will be something truly unique and personal. And maybe a jewel in the future ...

7) A Blog.

So yeah, why not. A blog is free, and you auqnue Amazingly, millions of people do not know or believe it is more difficult. But in any case, if you prepare the template wordpress or blogger, you first upload the photos, and those of previous studies that are so lazy ... Another inexpensive gift and for life. is a gift especially useful for people with health problems or disabilities that prevent them from leaving their homes or interact socially as the others.

Can you imagine how many things of value can give away without it costing you? "Tell us something?

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Mapping Christmas gift, when the art needs InSide

Last week I attended the first assembly Mapping Inetractivo action in Madrid, created by Vodafone to promote Galaxy model of Samsung Tab . A spectacular action taken on the Plaza of Spain the Tango ° agency that became the building Spain in a multimedia display. In fact, The Mapping is much more than project an image on a building. Mapping technique or what is the same, the Map Projection , is to take the architectural exact coordinates of a building or monument, and create a visual work to fit them precisely. But not only that the project fits into the surface, but to play with her, with their shapes and volumes and generate 3D images that create the optical illusion that the building becomes, moves, acts ... And all this achieved by combining digital animation projection to a huge number of lumens that can harness the power of the shadows and contrasts.

are achieved, mixing creativity and technology, works of art, ephemeral, if not for the ability to burn video. A few more performances to be enjoyed live at home, but that by its very nature, are designed precisely to be seen by more people in a medium like the Internet, to live.

The thing is, as one can imagine, the artists who want to create this type of work they have it much harder if they wanted to paint a picture. As street art course is far from graffiti. But in both cases, what makes the difference is not technology or talent, if not the cost.

Without having the necessary administrative permits, which are not usually free, logistics and technology needed for one of these actions raise the budget of many thousands of euros. Many. And unless it is a work in parallel with other activity, as in the case of ACDC concert , where thousands of people will pay the global spectacle of the concert, the chance that someone finance a these buildings have been reduced to one: the advertising.

I argued many times that designers and art directors are not artists consider art as a creative expression completely free. But in these cases, if the advertiser is open minded enough, you may reach an equitable agreement in which the operator has a certain autonomy in their work, and in return, gave them to include the brand or product who funded the work. Others, however, all work will focus on the exaltation of branding. Sometimes it's a sponsored site, and others will simply an ad formats Mapping. But in both cases, the designer will only be able to showcase their talent and express thanks to the money that advertising brings. Imagine this action Ralph Laurent, without the support of Ralph Lauren ... (See video on youtube )

For some it will prostitute the art, for others, be a blessing. But for users, will in most cases the only way to enjoy a great show. Great in every way. Personally, I prefer to see an advertisement and that a bloody banner to full screen when I enter an online newspaper.

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advertising of Coca Cola Zero ™ Caffeine Free

The launch of the new Caffeine Free Coca Cola Zero And can be used any more or less gimmick emotional as usual in the multinational, has been limited to a notice to add to the list of comicpublicidad InSideAds ™.

remember what they are:

1. talk about advertising within the advertising
main message
2. Use the copy strategy in a transparent and reveal linear
3. technical or marketing resources to consumers
4. They use words or visuals own half advertising sector to address the general public.

Here the copy is completely transparent, and refers to the naming, so we frame it in section 2. Something like if the agency read the briefing, and decides to tell it as it is, because "the name says it all."

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Erin McCarthy! New Look and Updates ... Coming Soon! Imperia Series

@ s! Hello Reader!

Welcome to my dimension I hope that they can pass really well this holiday season:) of course enjoy reading a good deal of time now that there hehehe;)
Well as reads the title you have new image and clearly a new index of books, I dedicate this month to raise new books and new authors>. <, para que estas vacaciones nunca falte un libro nuevo que leer ^^, espero y ustedes tambien esten pensando en su meta libros por leer, yo este año espero leer muchos libros....XD

Ah! And they wonder why the new look, well is nothing more and nothing less because I'm selebrando than 101 followers Blog has a goal that had been waiting and better than when I started almost a new year, which for some can be few but for me a great number, and because each of my followers are friends and everyone I have met over the years and I've seen your blogs and stories, so for my part I feel fulfilled. Thanks to all the best. =)

luck and continue

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is advertising!

Warning: this post was published in Cooking Ideas, a blog designed to power Vodafone in mind that I work every week.

Shouting "advertising is dead," the evangelizing of networks Social sell us wonderfully of the revolution that will change the world. Companies no longer can sell their products advertised, as consumers have taken control and we decide. Or tell us about you to you, or you're not brand to me.

Let me hesitate, as I have done before. I am the first to utilize the potential of this type of communication, but see it more as a new medium (in a more generic it would be internet) that a new marketing. To develop a new marketing, I think that you should first develop a new society. Even new human beings.

Blogs, Social Networking, Experiential Marketing ... Is advertising!

Before starting, let me make it clear that work on campaigns and actions of this type for various clients, I believe in them, and understand that as any particular medium has its particularities and specific techniques. That said, I do not think they kill advertising, or think they are just new forms of advertising. ie to take advantage of it, I think very wise to recall some of its basic principles.

If you are advertising, think I'm stupid. But this is one of the issues. I have reviewed the records of some of those who make the most noise in this the new marketing (Do not call gurus, or say their names) and realize that many of them come from the technical world of the subject. Specialists in Information Systems, Telecommunications Engineers ... to biologists, and do not look at anyone.

To be ironic, as if the engineer who designed an operating table suddenly discovered what the surgery. We, a priori, rather than a surgeon design their stretcher after running a thousand times and know what it going, not backwards, and yet surely need the help of specialists in the field.

Thus, we a good number of engineers and "developers" discovering how people behave using their toys. I suppose they are the most empathy with, because I still remember a web developer that just two years ago told me "if your client is wrong to fill the page of the database is that it is subnormal" when I asked him to fix a form that bore the fields one by one and had to start again every time you made a mistake ...

But that was a story, of course. In fact, anyone who engages in creating web sites today, knows he has to be 2.0, and that usability is the starting point, and what users do with it, an end. The user decides ... right?

Therefore, except in rare exceptions, I recall that what customers want, is to sell. And see that I am heavy, but to sell advertising was invented. And long ago. So when I read and hear the evangelists of new marketing to tell the secrets and tricks they use, twist your mouth and say ... "I've heard that before."

In 1963, David Ogilvy wrote "Confessions of an Advertising." Imagine, how far is the American Society of the sixties of our own. Best said. The society of the 50, as Ogilvy wrote that book about his experience years in the advertising world.

putting themselves must know that Ogilvy did not become the global benchmark in advertising for its beautiful creations or aesthetics. His specialty was the drafting of texts (Editors Live!) And what is best, came to advertising after being director of the Institute Gallupdel Audience Research Institute Dr. Gallup. Come on, I knew how consumers behave, and therefore, his obsession was the efficiency.

The book of which I speak, I reread every few years it has become obsolete in a few things, but in others, which I will tell you, tell me yourself if it could not be removed from the chatter of a of a thousand events are organized around 2.0 ....

Ogilvy said in 1963: "You can not tire the public to buy. The average family receives about 1,500 daily ad. We create ads that people like to read .... " Back in the sixties, the saturation was a problem and had to find a way to be attractive. Today the numbers have multiplied, but .... Is not the same speech?

also said in 1963: "Write a long text, say more things, get more sales. The more facts are explained, the more you sell "And " Write your text in the current language used by their customers. " and beyond with " There is no need for ads ads appear. If it makes it look like editorial content will get a fifty percent more readers. " No, not talking about blogs, or the Story Telling ... talked about how to sell products, communicating, advertising.

Amazing ... it was a guru. They had not invented the personal computer or facebook, but you see where I knew how to make a poster reaching their customers. but do not go yet, there's more ...

David Ogilvy, quoted the photographer Harold Rudolph and his theory of "Story Appeal" to define the publicity photos of success. According to him, the more "story" more effectively. Make ads that tell stories, but remember that "what is said is more important than the way it says." And here tells a joke that I love:

"Dear Molly I had bought that new brand of soap if the announcement had been made on future size 12"

Advertising. It's called advertising.

Y is called advertising, because despite everything, people still people. Do you know what was one of its basic tips for creating a good ad, meaning good, to sell? Then read: "You have to include the appropriate evidence. It will be easier to believe what is supported by a fellow consumer. " Take that! Found neither more nor less than the marketing of recommendation. Only it had not yet invented social networking, of course. But there Tupper Ware, who met at home with your friends to sell lunch boxes ....

Does using friends to sell? This reminds me of one of my first jobs. Public relations club. Something completely off line and outdated. But you know what it was?. You had to have many friends. Give them a membership card to belong to the select club of those who could enter the "network" and get those friends will submit to their friends, so they were also friends of yours .... (Not talking about facebook, do you?) ... And as it was not enough with that, but what the boss wanted was for the club was full, as we had to invent a theme party every Thursday. That if the foam party, if the carnival, that if the show April ... had to get it to pass well, they lived experiences, they wanted to come back and tell them to others .... Does not it sound? but the reality is that I wanted the boss is to leave the pasta in bowls.

not hesitate for a moment. Marketing is like flirting. It is great that you tell your life to a girl, do you have a good time, make you feel special, you talk about what she is interested ... but what counts is that you kiss, do not let you speak lifetime.

Still do not believe me? Then look at Zara, an example of someone who has never advertised and that after becoming the first English brand to achieve 5 million fans on facebook .... open online shop.

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Is just or not just social networks? Case

few weeks ago, I wrote a post on Cooking Ideas speculating about the end of social networks, and played to predict its demise in 2012, coinciding with the Mayan apocalypse.

The post has been among the most shared in social media, precisely, and some were shocked by what they understood it was a retrograde position or simply sensational.

The funny thing is that a few days later, a much more prestigious blog my humble home, as The Slogan Magazine, says that Facebook could disappear by 2015, three years after my "prediction":

"Cole, an expert in digital consumer, said in a digital marketing forum network that commands the Mark Zuckerberg would end this cruel 2015. Like happened with MySpace for about four years ago, would be slowly forgotten by his young audience, but not by a natural replacement as happened when Facebook appeared .

The Slogan Magazine, cites an original post Fudzilla so at least now there are two crazy like me going in the opposite direction. But that's not all ...

Leo Taringa! That data obtained in the study of Social Media Demographics in the third quarter of 2010, developed by Google AdPlanner , it appears that Facebook, users begin to lose :

"Facebook has dropped from 550 to 540 million users in June and September 2010, although the fall ... just shows that users are parking growth, after the investigation phase and curiosity the network from the Internet. "

10,000,000 Facebook users have lost the last three months. He says Google.

Making it clear that talk of Facebook, but is the dominant one, does not mean talking about the end of the social web, what do you think? Did you read the original post ?

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Study: Corporate identity, beyond logo. E-

The logo is only part of what is known as corporate identity and brand image. It is a minimum or maximum, depending how you look. Concentrated in a single image, including text or not, what anyone should recognize and identify how the company or product it represents. The logo, as an ambassador of the brand it has to be able to relate properly anywhere they are assigned. A business card, a bright, packaging ...

This integration into the entire ecosystem of a company represents a huge challenge for any professional, and when addressed, is very different than it is a newly created company, or an established one. If the company and products that already exists, and therefore it is a renewal of the current image, the designer has all the information needed to make your portrait. Know what the natural position it occupies awarded by its customers and its competition. Unless you look for a revolution that will make you leave where you are, what we do is to renew and strengthen the values \u200b\u200bof the brand.

But when a new release, the position must be remote. Sometimes it is more difficult because you have to invent everything. In others, it is fortunate because we have no conditioning in the mind of the consumer.

One of the jobs that I have more fun in recent years was the creation of corporate identity Hotel San Antonio el Real in Segovia . A singular space gave me the opportunity to work on it since the beginning of the project, when there were only scaffolding. It allowed me to develop the concept of identity coprorativa, as I said at the beginning of the post, beyond a simple logo. For the curious and apprentices, here I explain part of the "making of" of that work.

Fieldwork and Documentation.

Being a newly established hotel, I visited the works to learn from within the essence of the project. The rehabilitation of one of the cloisters of the centenary abandoned monastery of San Antonio el Real, currently occupied by nuns, and the difficulties of modern times, decided to give part of it, along with some surrounding land to a developer for use in tourism.

included visits use private parties, where you could soak the spirit of place. Architectural and historical wealth of it, leaving perfectly clear that any graphical element that we wanted to create was from there. While other designers probably had proposed something more eclectic, modern and disruptors, the client and I agreed on the importance of passing a hotel guests of the historical and cultural legacy that enclosed the monastery. Strongly the current line to live a full experience with every stay.

The field work and documentation and documentary literature we consulted, led us to select some unique elements that could be used as a starting point. Franciscan cord, pervasive throughout the convent for obvious reasons, and a mural that presides over the church of the same.

Development Elements.

From these starting points, we start by creating a typeface drawn from the text itself mural, taking into account that he was not the 28 letters of the alphabet, and it was necessary to recreate, following the normal rules of construction of letterpress, the remainder. Without doubt, one of the most interesting parts of that request. One imagined the old mural painter, who knows if one of the nuns themselves, improvising lyrics freehand patterns following limited only now trying to figure out and set in a document. And the result was this:

The importance of the original typography, came not only use the logo, if not serve as a key element in the whole concept of corporate identity. Would base the visual personality in these letters. Including widespread corporate use of its original color.

Applications.

Working closely with interior designers and architects, identified various elements such as signage on the basis of this unique typeface. Since the number of rooms to the pictograms of the toilets, past the posters of the different rooms, and of course, the exterior signage. Corporate graphic design was serving to build, never better, the product itself.

Finally, make the other elements of advertising was quite simple, as the final product conveyed a strong image and consistent from start to finish. You just had to be faithful to the spirit. And it was done.

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digital marketing: how to deal with online communication in the cultural industry

After the enriching experience I had in the spring as a teacher of the IART (Instituto Superior de Arte) in one of their training programs, in return this November to participate in two of the courses, among which the notice of E-marketing digital successfully coping with online communication in the field of industry organizations cultural.

If for me it's an honor to part of the faculty of any course I have to confess that of all the current schools this is what makes me more excited. It being a center specializing in Art and Culture I find it much closer to me than if it were a business school.

addition, in this way is more likely to eventually it is I who most learn from the students and their activities, that I love.

The course begins on Friday November 19 and will focus on digital marketing focused on cultural managers, professionals and cultural industry and students with experience. Communication through Internet is one of the main axes of cultural management. Today every cultural industry or nonprofit is likely to use the Internet not only as a communication channel, also as a channel for dissemination, promotion and marketing of cultural products.

Box teachers this year I think it has more than professional acquaintances digital sector:

• Clara Ávila Cantos (Gruposmedia.com)
• Daniel Gomez Tarragona (Edamel.com)
• Javier Celaya (Dosdoce.com)
Javier Moreno Jabardo
• (Lineasdemarketing.com)
• José Cantero Gómez (Arteting)
José Carlos León Juan García Calvo
• (Wiz Consultancy)
• Juan Sanchez Bonet (Juanmarketing.com )
• Pilar Gonzalo (Reina Sofia)
Roberto Carreras
• (UOC)

From here thank IART and program director José Cantero, having been included in this list.

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1. THE STONE PIRNCIPE

A love so bright as the stars and as enduring as a rock ... Katie James is unlucky in love - so much bad luck that has been limited to kissing a marble statue in his own backyard. But his luck changes when the statue comes to life in their arms - and happens to be the most perfect fantasy that any woman can imagine! Well, almost perfect ... Sarr Jorlan in from a distant planet, like all other men that Katie has ever known, comes with a lot of baggage .... A damn splendid warrior with the magic of a lover ... Buried in a body of stone for centuries, Jorlan has been waiting for a single girl kissed him to break the spell. However, this statuesque beauty with the strength of an Amazon hot kisses and is very far from being as obedient daughters of Imperia. And although Jorlan is tempted to give up everything for Katie, you must convince to give you his heart in less than two weeks, or if it will not be returned to the life of stone. And all this passion is lost forever.

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2. SLAVE

In another world, different from ours, Imperia Tristan was a notable warrior and, However, an unrepentant seducer, there was no woman who after being in his presence would not take him to bed. But he made a terrible mistake, he slept with the wrong woman and then was dismissed as to all his previous lovers this cursed him to become his sex slave forever confined in a box when it was not necessary. This action did not satisfy the higher Zirra and as punishment, threw the box in one of the many worlds there known ... And here begins the story of Tristan and Julia, shy woman where they exist, and a notable collector of antiquities. So the box falls into the hands of the protagonist in one of his investigations of antiques for his shop, but the fact of love and mistress of a powerful warrior sexually irresistible was not exactly one of its top priorities ...

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Novelass credits

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1.IRRESITIBLE
was unmarried, was a virgin and he was about to meet the thirty but novelist Amanda Briars was not about to receive his thirtieth birthday without making love to a man. When Jack Devlin knocked on his door, he thought it was the gift that was self-made: a man hired for a night of passion. But something prevented Jack unleash the desire that awoke in him the young seductress. His determination to possess it never stopped, and became more intense when she discovered her true identity. But the educated Amanda craved respectability was more than willing to admit, while Jack? Illegitimate son of a noble and most famous businessman from across London - was refusing to live according to strict rules of Victorian society . Their worlds collided with the force of a passion that neither expected? Lisa Kleypas creates a captivating story set in a world where appearances they are all, in which the passion seethes just below the surface and in which a respectable woman is willing to risk the scandal over a night of love.

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