This is a great article by Bruce Clark about the terminology and use of a marketing plan . A „must-read“, how my husband said 🙂 And he is absolutely right.
Cindy Gallop said:
When I say, men get hired, promoted and funded on potential; women get hired, promoted and funded on proof, and not even then – THIS IS WHAT I MEAN. ‚
„I was in this position where I was making studios a lot of money, and I had for years and years, and they didn’t take me seriously as a filmmaker. Somehow, they didn’t think that 25 years of experience could add up to some inherent knowledge of what movies work and how to keep them on budget,“ Reese Witherspoon says, before adding: „And you think about the kind of guys who come out of Sundance and get gigantic jobs off of one, like, ‚Oh, I see the potential.‘ „
Please find the whole article here: https://www.hollywoodreporter.com/features/how-reese-witherspoon-took-charge-her-career-changed-hollywood-1260203
One of the biggest tests of leadership is how you act in times of setbacks and adversity. Some of us beam, some buckle (but hold), others break. What makes tough times even tougher is that there’s often an element of unfairness to it. Maybe somebody has wronged you, a circumstance has occurred over which you have no control, the system is inherently biased against you, or others are getting preferential treatment.
This is the original Fyre Festival Pitch Deck:
Especially interesting to read after watching the Netflix documentary about it which you can find here:
Author Simon Sinek explains how a seemingly helpful behavior actually belies a lack of trust.
„(The focus in short term activations) It’s value-destruction because:
- With the exception of direct response advertising, most advertising simply does not pay back in the short term
- The creation of what Binet and Field call “associations”, Sharp calls “memory structures” and Williamson calls “empires of the mind” takes time. And it’s these memories that sustain salience and preference.
- Most people aren’t “in the market” for anything most of the time (Sharp).
- These memories work by supporting prices not just by driving volumes or share. And as Binet and Field have demonstrated, pricing effects are slower to crystallise than volume effects.
- Half of advertising’s effects will crystallise more than a year later (ebquity).
- As Andy Farr has noted, “investors will pay a premium for companies with strong brands. They are not paying for past earnings: what they are paying for is the promise of future profits leading to dividend and share-price growth.”
- Brand Building
- Case Study
- Digitale Transformation
- Employer Branding
- Future Predictions
- Organisational design
- Social Media
- Strategic Planning
- über mich
Mark Pollard is the master in making a point. In this article he states for example when a slide in a presentation kickes it: When it
- Makes a point
- Proves a point
- Helps people understand what to do about the point
I also liked this advice how to plan a presentation flow: „Take a piece of paper, divide it into boxes, then take a thick black marker and write your story with one sentence per box and so that the story makes sense on this one page.“
Read the full article here: https://www.markpollard.net/how-to-make-a-presentation-make-a-point/
I don‘t know if this is the end of Tesla (I hope not), but the rest of the article made me think about the last months working 50-60/hours a week:
„Mehr denn je können es Gesellschaften sich nicht leisten, auf die Fähigkeiten, Ideen und Perspektiven der Hälfte der Menschheit zu verzichten“, kommentierte WEF-Gründer Klaus Schwab den Bericht. Nur mit Teilhabe der Frauen lasse sich das Versprechen einer wohlhabenderen und menschlich orientierten Zukunft umsetzen.
Interessant, wie er sein Team zusammenstellt. Was sagt das über ihn aus?
ÖPNV geht auch in cool. #BVG #weilwirdichlieben
Roger L. Martin says in this article: The first thing to keep in mind about strategy is that it is not all that complex. You should keep it simple and always remember that, put simply, strategy is about choices. After years of working closely with leaders of large corporations, I have come to the conclusion that strategy is actually about a set of five choices that must be made:
1. What is our winning aspiration?
2. Where will we play?
3. How will we win?
4. What capabilities must be in place?
5. What management systems are required?
So much for Chinese tech not being able to become popular in the U.S. While millions leave Facebook flagship app, they aren’t all going to Instagram. ByteDance recently overtook Uber as the most valuable startup in the world and now its proven it can make popular apps faster than Facebook can acquire them.
Ich freue mich für meine Heimatstadt – das wird spannend:
Das Media-Network Mindshare stärkt seine Dependance im Norden Deutschlands: Seit 1. August 2018 führt Sonja Königsberg als Head of Mindshare Hamburg die Geschicke der Agentur. Von dort aus betreuen knapp 20 Mitarbeiter in der Beratung Kunden wie Unilever, Center-Parcs, Deliveroo, Kimberly-Clark und Upfield. Als neue Standortleiterin übernimmt Sonja Königsberg gleichzeitig den Client Lead für den Media-Etat von Unilever in Deutschland.
Is there a disconnect with „modern mainstream“? Yes. But not only in media agencies. Creative agencies and clients struggle as well in my opinion: We all live in the same filter bubble.
P. S.: I´m the only mother in our agency in Hamburg and I am one of two colleagues over 40.
„How can we sell more, to more people, and for more money?
The marketing world is awash with myths, misconceptions, dubious metrics and tactics that bear little relation to our actual buying behaviour.
Eat Your Greens is inspired by the genuine advances in marketing science. It challenges us to change the way we think, by taking the huge body of knowledge gained from data and technology and applying the best evidence based thinking to the practice of marketing and communications.
The papers are written by some of most respected practitioners in the industry, offering a diverse range of perspectives on how to do more effective marketing, and with an intellectual generosity of spirit from which we can all profit.
The book is curated by Wiemer Snijders, partner at Commercial Works.“
Eat your Greens
They tell a good story:
„Lucio, a native of Spain who was raised in Puerto Rico, is known as a fierce advocate for diversity. At HP, he pushed his agencies to include more women and people of color in senior leadership positions.“
Alle wollen es, aber keiner tut es:
Fränzi Kühne, 35, beschäftigt in ihrer Digitalagentur 180 Mitarbeiter. Uns erklärt sie, warum Erfolg Menschlichkeit, Scheuklappen, Muskelkater und Konfetti braucht.
Facebook is looking to fill what could be the toughest job in America at the moment: A CMO.
Four best practices to help you work well with your boss when you don’t see them face-to-face all the time:
„I wanted to be the best footballer in Belgian history. That was my goal. Not good. Not great. The best. I played with so much anger, because of a lot of things … because of the rats running around in our apartment … because I couldn’t watch the Champions League … because of how the other parents used to look at me.
I was on a mission.“
This is briliant (but looks a bit silly, though) – the Seetroën:
One approach: Shift the focus from ‘what we’re about (Agency) ’ to ‘what you’re about (Client)’.
Gap just appointed former Billabong CEO Neil Fiske as head of its namesake brand. Though the brand has seen better days, its recent changes indicate that it could be angling for a comeback. Fiske has a reputation of turning brands around, and the process might not be as difficult as it might seem:
Unilevers CMO Keith Weed is making a great point about FMCG being a great training ground for marketeers due to it’s fast market pace and immediate response to marketing communications.
Secondly he speaks about the power of media and the power of good creatives in a world that demands more content than ever before and what that means for content production:
The car marque’s marketing boss says the top five holding companies need to stop serving clients with specialist data and digital agencies – or risk losing business to Google.
„KFC U.S. made the strategic decision to move its media planning and buying business to Wieden+Kennedy, combining creative, media, digital, data and analytics under one integrated agency,“ KFC U.S. Chief Marketing Officer Andrea Zahumensky said in a statement:
„Adidas CEO Kasper Rorsted, despite his marketing background, seems to have forgotten the concept of media neutrality in his misguided quest to go digital-only.“, says Mark Ritson:
A song I always want to dance to – groove with me 💃🏼 🕺:
„(…,) the stores that are swimming in a sea of sameness — mediocre service, over-distributed and uninspiring merchandise, one-size-fits-all marketing, look-alike sales promotions and relentlessly dull store environments — are getting crushed.“, says Steve Dennis.