Connections planning´s rep has been put on the spot, first it was a boom and now some question its existence and survival. I am for taking things with a pinch of salt but I also believe in balance, so I wanted to share these examples that have caught my eye during my new commuting routine in Madrid.
In my opinion both are a great case in point of connections planning, seamlessly fitting products and services in people´s lifestyle, parting from the following data: Madrid is the city with most public transportation commmuters in the country (50% vs a 21% nation average).
Showing posts with label books. Show all posts
Showing posts with label books. Show all posts
March 25, 2010
March 18, 2008
the only_________ that ____________
Last Thursday I was invited to Neutron's Brand Workshop. This session "Radical Differentiation" consisted in a (powerpoint) presentation of Marty Neumeier's brilliant book "ZAG" and a number of exercises in which different concept was applied to "troubled" brands (Home Depot, CNN, Delta and Radioshack).
My favorite exercise was the orbituary writing:
"The shack has closed. Radioshack was not about selling electronics but about educating people on integrating technology in their lives. Empowering creativity through educational programs, promoting efficiency and sustainability with refurbishing solutions, they raised the quality of life for all. Leveling the technology learning curve their legacy has revolutionized the way we live together. For all that we say Thank you and may they rest in peace."
Being radically different is essential in standing out (duh). If you can't say "I am the only _____ that _____" move elsewhere, reposition, watch the others, and when they Zig, you should Zag. Being radically different however is not easy. The best radical differentiation is not the one we fabricate for ourselves, but the one that comes from our roots, the one we were born with.
My favorite exercise was the orbituary writing:
"The shack has closed. Radioshack was not about selling electronics but about educating people on integrating technology in their lives. Empowering creativity through educational programs, promoting efficiency and sustainability with refurbishing solutions, they raised the quality of life for all. Leveling the technology learning curve their legacy has revolutionized the way we live together. For all that we say Thank you and may they rest in peace."
Being radically different is essential in standing out (duh). If you can't say "I am the only _____ that _____" move elsewhere, reposition, watch the others, and when they Zig, you should Zag. Being radically different however is not easy. The best radical differentiation is not the one we fabricate for ourselves, but the one that comes from our roots, the one we were born with.
January 14, 2008
on the perfect pitch
Passion. It seems that lately I keep running into this concept. To believe in what you do and to love what you do is the best bet for success. Like the London Call girl in Steel's book. Another important key to a successful presentation is practice, not necessarily repetition but rather mastering, owning. And these concepts, passion and mastery, are important because if you boil them down, they represent the essence of truth.
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