Product Placemente: cuando la estrategia de marca reinterpreta la realidad
A veces, la realidad ofrece lecciones de marketing que superan cualquier manual teórico de una escuela de negocios. Un ejemplo reciente es el bote de Nutella que apareció durante la retransmisión de la misión Artemis II. Este incidente merece un análisis profundo más allá de su naturaleza viral. Aunque la NASA ha aclarado reiteradamente que […]
Ejecución: la diferencia entre el éxito y el fracaso
En el mundo del marketing y las ventas, nos obsesionan los marcos de trabajo (frameworks). Consumimos listas de consejos de líderes icónicos —como las famosas reglas de Steve Jobs sobre la excelencia en las ventas— buscando esa fórmula mágica que transforme nuestro producto en un objeto de deseo. Sin embargo, una estadística persistente actúa como […]
ChatGPT Shopping: la nueva frontera del comercio electrónico conversacional
Este año, algo ha cambiado en Oriente. Melchor, Gaspar y Baltasar ya no pasan noches enteras revisando pergaminos, listas interminables ni catálogos imposibles. Tampoco discuten sobre qué juguete está agotado o dónde encontrar “eso que todos los niños quieren”.Este año, los Reyes Magos han descubierto ChatGPT Shopping.Y, como era de esperar, la forma de comprar […]
La historia (y el marketing) detrás del Suchard
En Italia, mi tierra de origen, el turrón Suchard de chocolate no es el producto estrella de la Navidad. Allí mandan otras tradiciones, otros sabores y otras marcas. Yo lo descubrí en mis primeros años en España, cuando empecé a entender que aquí la Navidad no empieza el 24 de diciembre, sino mucho antes… normalmente […]
Jacqueline Kennedy y la sartén que cambió el marketing: cuando la innovación encontró a su primera influencer
En los años cincuenta, mientras el mundo comenzaba a recuperarse de la posguerra, una pequeña chispa de innovación en los suburbios de París estaba a punto de cambiar para siempre la forma en que cocinamos —y, sin saberlo, también la forma en que se haría marketing durante las siguientes décadas. El ingeniero Marc Grégorie, empleado […]
El Motor de Búsqueda ha muerto. Larga vida al Motor de Tareas.
Se acabó la búsqueda. Sí, el título suena exagerado, pero no es un señuelo. La Búsqueda de Google que conocíamos ha muerto.No Google en sí: Alphabet sigue siendo una de las empresas más fuertes de la Tierra, valorada en más de 3 billones de dólares y generando 96.500 millones de dólares en ingresos trimestrales. Ese […]
Cuando una pizca de sal ya no es necesaria
Cuando Nusret Gökçe – más conocido como Salt Bae – apareció por primera vez en la escena mundial en 2017, encarnó la tormenta perfecta de la viralidad moderna. Un breve vídeo de su dramático gesto de esparcir sal se hizo viral en las redes sociales y cautivó la imaginación de millones de personas. De Instagram […]
Coraje, corazón y corazonadas: la intuición en la toma de decisiones empresariales
En el mundo de los negocios y el marketing, hablar de emociones puede parecer, a primera vista, algo secundario. Se nos ha enseñado a tomar decisiones racionales, a confiar en los datos, en las métricas, en los KPIs. Y sin duda, todo eso es imprescindible. Pero hay un elemento silencioso, muchas veces ignorado, que puede […]
96% of Italian family businesses fail before the 4th generation
For any family business, there’s a statistic that should give every entrepreneur pause for thought: only 4% of family-run businesses in Italy make it to the fourth generation. The rest disappear through failed succession plans, internal conflicts, poor decisions, or worse still, decisions left unmade. Yet the problem isn’t the next generation. They’re often more […]
Randoseru: tradition, marketing and cultural identity
The Japanese word Randoseru can be translated as tradition and marketing. In our trend-driven world, where obsolescence often seems built into the fabric of consumer goods, particular objects stand as defiant testaments to enduring value. These are not mere products but artifacts that carry profound symbolic weight, evolving into cultural touchstones. The randoseru, that instantly […]
Mutti
Mutti S.p.A., the iconic Italian brand known for its premium-quality tomato products, is often cited as a textbook example of successful internationalization in the agri-food industry. From its humble beginnings in Parma to its stronghold in international markets like France, the United States, and Australia, Mutti has shown that a great product is only the […]
Neuromarketing for SMBs: 9 simple principles you may use today
Neuromarketing is easier than you think. Ff you’re running or growing an SMB, you know the challenge: limited time, limited resources, and an audience that’s harder than ever to engage. The good news? You don’t need a massive budget to market smart. You just need to understand how people actually make decisions. Neuromarketing — the […]
Sales : 5 golden rules
Sales is often seen as a game of numbers, where persistence and volume lead to success. However, the most effective sales professionals know that strategy and qualification are far more critical than sheer effort. David Sandler’s sales methodology revolutionized the approach to B2B sales by focusing on qualifying prospects, uncovering pain points, and controlling the […]
The eternal battle between Marketing and Engineering
The Eternal Battle Between Marketing and Engineering Marketing and Engineering. Two departments, two different planets, each convinced the other speaks a completely alien language. Marketing grumbles: “Why does the tech team always say ‘it’s not possible’? Can’t they just sprinkle some magic code dust and make it work like we promised in the campaign?!” Or […]
Marvel: The Power of Execution in Building an Empire
Marvel’s meteoric rise from the brink of bankruptcy to becoming one of the most dominant entertainment franchises in history is a masterclass in execution. While bold ideas and creative storytelling played critical roles, it was the meticulous execution of a visionary plan that transformed Marvel from a struggling comic book company into a cultural and […]
Brand or product? The chicken and egg dilemma
A robust brand is a must in the dynamic landscape of today’s market. It’s imperative to understand that while a superior product is essential, the brand purpose truly differentiates and elevates a product in consumers’ eyes. Understanding the brand A brand purpose transcends the mere functionality of a product; it embodies the essence of what […]
Rebranding: to do or not to do?
Rebranding is a strategy that can transform a company, helping it stay relevant, adapt to market changes, and respond more effectively to customer needs. Companies should not take the decision lightly, as the process demands resources, time, and clear objectives and vision. However, rebranding offers numerous benefits and can often determine a company’s success. Below, […]
Focus on the problem, not the product, is the key to success!
Success: how to achieve it? I have had several conversations with founders about their startups in the past months. Recently, one of these stood out. Over dinner with a group of entrepreneurs, I met a passionate student who spent his evenings building a startup with his co-founders after a day of working a corporate internship […]
20 razones por las que tu empresa no está alcanzando sus objetivos de ventas y marketing en el 2024.
En el competitivo mundo del B2B, lograr los objetivos de ventas y marketing puede ser un desafío continuo, especialmente para las PYME que buscan maximizar sus recursos. Aquí te mostramos 20 razones comunes por las que podrías estar quedándote corto en tus objetivos: 1 – Perfil de Cliente Ideal (ICP) mal definido Sin un ICP […]
KPI: Key Performance Indicators, an introduction
In today’s data-driven world, businesses must track their performance to make informed decisions and achieve their goals. Key Performance Indicators (KPIs) guide your business towards success, providing valuable insights into what’s working and what needs improvement. This ebook will delve into the most crucial KPIs across various business functions, empowering you to understand, track, and […]
Innovation means revenues: the new imperative
Lessons from BCG and application to sales and marketing strategy. In today’s business environment, innovation is no longer a choice but a necessity. It must be an integral part of organizations that aim to stay competitive, drive growth, and capture new market opportunities. I’ve been thinking about the importance of innovation in driving revenue growth, […]
Innovation Manager’s toolbox: resources and frameworks
Innovation isn’t just about having brilliant ideas. It’s about cultivating an environment where those ideas can flourish and evolve into tangible results. As an innovation manager, your toolbox should contain resources and frameworks that empower your team to think creatively, collaborate effectively, and navigate the often complex innovation process. Let’s explore some of the most […]
Innovation Management: trends shaping the field
Rapid technological advancements and evolving market dynamics are driving perpetual flux in the landscape of innovation management. Organizations that aim to remain at the forefront of innovation must adapt to these changes and embrace the tools and strategies that will shape the field’s future. Let’s see some of the most significant trends and technologies revolutionizing […]
Measuring the impact of innovation
Innovation is often seen as the lifeblood of modern businesses, driving growth, enhancing competitiveness, and ensuring long-term sustainability. However, without a clear understanding of measuring its impact, innovation efforts can become aimless and resources misallocated. This is where metrics and key performance indicators (KPIs) step in, offering a structured way to evaluate the effectiveness of […]
The Innovation Manager’s Playbook
/*! elementor – v3.23.0 – 25-07-2024 */ .elementor-widget-image{text-align:center}.elementor-widget-image a{display:inline-block}.elementor-widget-image a img[src$=».svg»]{width:48px}.elementor-widget-image img{vertical-align:middle;display:inline-block} In today’s business landscape, innovation is no longer a luxury but a necessity for survival and growth. Innovation managers are pivotal in driving this change by identifying opportunities, bringing new ideas to life, and creating a culture of creativity. But what does it take […]
Innovation Roadblocks
Innovation is the key to progress and growth for organizations across industries. However, the path to innovation can be challenging. There are plenty of challenges, obstacles, and often, resistance to change. Understanding and overcoming these roadblocks is crucial for any organization that strives to remain competitive and relevant. Common Roadblocks Fear of Failure: Humans are […]
What is a brand and how to build a successful one
/*! elementor – v3.23.0 – 15-07-2024 */ .elementor-widget-image{text-align:center}.elementor-widget-image a{display:inline-block}.elementor-widget-image a img[src$=».svg»]{width:48px}.elementor-widget-image img{vertical-align:middle;display:inline-block} What is a brand? Creating one is challenging and is not reducible only to its graphic expression, such as the logo or brand guidelines. Creating a successful brand is complex, and it involves the whole company: not only communication but also sales, after-sales, […]
CRM: does your company need one?
CRM software – an acronym for Customer Relationship Management – is a solution that allows you to coordinate and manage every digital interaction between a company and its customers, whether current or potential. CRM software will enable companies and their teams to manage each user’s relationship, simplify work and interaction processes, and improve profitability. Is […]
Storytelling: every market needs a story
/*! elementor – v3.22.0 – 26-06-2024 */ .elementor-widget-image{text-align:center}.elementor-widget-image a{display:inline-block}.elementor-widget-image a img[src$=».svg»]{width:48px}.elementor-widget-image img{vertical-align:middle;display:inline-block} Storytelling is a communication technique that has evolved in recent years and reached new levels. Why has storytelling become so important? What is corporate storytelling? What does storytelling mean? What is its meaning? This activity changes the perspective of how a company relates […]
Landing Page: What an Effective Page Looks Like
/*! elementor – v3.22.0 – 17-06-2024 */ .elementor-widget-image{text-align:center}.elementor-widget-image a{display:inline-block}.elementor-widget-image a img[src$=».svg»]{width:48px}.elementor-widget-image img{vertical-align:middle;display:inline-block} A landing page is a fundamental digital marketing tool that guides users to carry out a specific action, which we call conversion, which responds to a precise objective. Unlike traditional web pages, marketers design landing pages to eliminate all distractions and focus on […]
