Warning: this post was published previously in CookingIdeas.es , Vodafone blog designed to feed the mind of ideas.
pounds in the market every morning a bloody war, where the real brave is the one that overcomes fear, not that it does not. That is crazy. Or an entrepreneur, which amounts to something.
By definition, an entrepreneur is someone who risks. But at the same time, the money, they say, is very conservative. For this reason, typically the least risk more to lose. That is, those who have nothing yet, that is the beginning. A majority of entrepreneurs I know, I moved to try to do things differently. Different, the magic word in marketing.
Although I'm of the opinion that the communication can not be something separate from philosophy and corporate culture, and that innovation and creativity must be present at all stages of the business. Since the creation of a product to sell it.
all want to be different, unique. We all want to be recognized. We all want to look out for us and remind us. And marks the first. Any marketing book will tell you to look for differentiation. And in almost any briefing you get to an agency, communication will aim to highlight the differences of the product.
The slogan most often used since time immemorial is "another form of " or "much more. " Unoriginal, but that most customers will just love it. And because there are so many products that are "different " at the end, everyone is equal. So in the end, the quickest way to get out and be, or appear different, with advertising. Or the media in general. And to be different, must dare to be.
is very common for brands to follow guidelines established naturally by the sector they belong to. Employing all the same color code on their packaging when they are in the same category, to keep the sales pitch of its jurisdiction, or perpetuated the slogan mark until it is absolutely essential to change. But that will be difficult to evolve. And without development there is no improvement.
When starting from scratch, you can choose to follow trends, or start a new route. Breaking with convention. Double or nothing risk.
Jean Marie Dru BDDP group's founder wrote a book about the creative technique known as " Disruption", which he is both a method, a state of mind and a way of thinking:
"First we locate the convention that prevents clear thinking, and then puts into question with a radically new idea. "risk So, part of something so sensible as to study, think and analyze. Not the visionary attitude of a madman. Interesting.
For his part, Eduardo Liriano from his book "The Advertiser Relations Agency invites advertisers to be bold in what he called" Theory of the Abyss "
The market is like a lot of products high, separated by a chasm impressive. Down, consumers are hardly distinguishable from each other. Only the brands that dare to jump from side to side of the abyss, are what consumers see, and seduce you with its value. The other, are the pile.
originality, courage and boldness, may be in the message or the way of communicating. If you're in traditional media, you have to opt for creative differentiation, or to seek other less populated channels which highlights more easily. The supposed success of the brands that are on social networks, it is more for novelty, for daring to jump the gap as the competition looks from their safe places, that the reality of the data. When all the marks are on these networks will be necessary for the courage to bet on the messages and the creation of products. Advertising returns for the brave.
Christopher Columbus convinced Ferdinand and Isabella to finance his trip saying he would see what he discovered there. Convinced them because I thought I would find another way to reach the Indies. And Reyes pushed for this revolutionary alternative, which involves the risk of falling into the abyss of the end of the world if the earth was flat, because Portugal was still a hard competition in the usual routes.
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