Seth Godin – “Purple Cow”

Seth Godin – “Vaca mov” –Ed. Brandbuilders 2007

 

            In ciuda unei idei preconcepute ce ne poarta cu gandul (recunosc, mie mi s-a intamplat) spre un popular brand de ciocolata, “Vaca mov” este o metafora in spatele careia sta ideea de “remarcabil”.

            Inceputul cartii este total diferit de cum ne asteptam de la o lectura revolutionara de marketing. Este pesimist in realismul sau, in franchetea autorului care da, nu mai cosmetizeaza si nu mai ofera o alura de basm drumului spre promovare. Seth Godin semnalizeaza mai inainte de toate problema.

            Promovarea este anevoioasa datorita potentialilor consumatori indisponibili in a asculta mesaje si a referentilor pe cale de disparitie.

            Schimbarea obiceiurilor consumatorilor poate fi o cale mai eficienta de a valorifica produsul.

            Dintre cele 4 categorii de consumatori (inovatori, cei care adopta imediat ideea, majoritatea timpurie si tarzie si codasii) promovarea remarcabila trebuie sa fie dedicata celei de-a doua categorie.

            Godin indeamna la ideile rasunatoare, deoarece ideile care se raspandesc au mai multe sanse sa aiba succes decat acele care nu se raspandesc”.

            Asadar, companiile trebuie sa se concentreze asupra “avocatilor” brand-ului prin advertisingul facut, si nu pentru toata lumea.

            Pe langa acestia, brand-urile ar trebui sa se focuseze asupra grupului de clienti cel mai profitabil. Nu incercati sa create produse pentru mase mari fiindca acestea vor sfarsi prin a fi considerate plictisitoare.

            Critica este foarte benefica, ne face remarcabili in ochii celorlati. Chiar si parodia este binevenita.

            A face lucruri foarte bune nu te face cunoscut fiindca nimeni nu va impartasi experienta produsului sau a serviciului. “Foarte bun este opusul lui remarcabil”. Remarcabil pot deveni si prin a nu face nimic (sau cel putin atat de des precum competitia).

            Si un ambalaj deosebit poate face un produs remarcabil, sau chiar facilitarea procesului folosirii produsului.

            Nu deveniti plictisitori in teama de a risca. Adevaratul risc este in adoptarea sigurantei. Dar cu toate acestea remarcabil nu inseamna neaparat extravagant. Aceasta este o strategie ce trebuie folosita doar pe termen scurt.

            Nu va alocati bugete mari marketingului in loc sa va concentrati pe idei remarcabile. Dar cu toate acestea, cercetati in permanenta pentru a deveni mai buni.

            In spatele companiilor, produselor sau serviciilor remarcabile se afla oameni care traiesc ideea, care o simt si care isi doresc acea experienta. Pe langa acestia, si oamenii din cadrul echipelor din spatele brand-urilor pot si trebuie sa fie remarcabili.

            In aceasta carte, Seth Godin demoleaza orice prejudecata, contrazice legile depasite ale marketingului si se axeaza pe o singura idée, o singura calitate si multiplele moduri in care se poate ajunge la ea pentru ca in final brand-ul sa devina o legenda.

 

English Version

Despite of some misconceptions that make us think about a popular chocolate brand ( I admit, this is what happened to me), “Purple Cow” stands for “remarkable”. The book’s beginning in surprisingly different from what we’ve expected of a revolutionary marketing paper. It’s pessimistic in its realism, in the author’s sincerity who, yes, doesn’t make of the road to promotion a beautiful fairytale. Seth Godin points out the problems first of all.

            Promotion can be difficult because of potential consumers not willing to listen to your message and of fewer referents.

1.             Changing consumers’ habits can be a more efficient way of improve a product.              From the 4 categories of consumers (innovators, those who early embrace the idea, the early and late majority and the late adopters) the remarkable promotion has to be dedicated to the second one.

            Godin advices us to resounding ideas, because ideas that spread out have more success chances than those which don’t.

            So, companies need to focus of the brand’s “advocates” with advertising, and not to everybody.

            Along those, brands have to focus on the most profitable group of consumers. Don’t try to create products for masses, because they will end up being considered boring.  

            Criticism is very positive, it makes us remarkable. Even parody is welcomed.

            Making very good things doesn’t make you known, because nobody will share the experience of using your products or services. “Very good is the opposite of remarkable”. You can become remarkable by doing nothing (or at least not so often as the competition).

            Even an attractive package makes a product remarkable, or perhaps simplifying its usage.

            Don’t become boring as you try to avoid risks! The real risk stands behind adopting safety. But remember that remarkable doesn’t necessarily mean extravagant. This is a strategy that has to be made on a short term.

            Don’t allocate a big budget to marketing instead of focusing on remarkable ideas. But all the same, research continuously in order to become better.

            Behind remarkable companies, products and services are people who live the idea, who feel it and who desire for that experience. Together with them, the people from teams behind brands can and have to be remarkable.

            In this book, Seth Godin destroys every prejudice, contradicts every old-fashioned law of marketing and focuses only on one idea, a single quality and the multiple ways of reaching it, for the brand to become in the end a legend.

Harvard Business Review on Brand Management

“Harvard Business Review on Brand Management”

 

            Lucrarea nu este una teoretica, ci o culegere de studii publicate de profesori ai prestigioasei universitati americane sau de oficiali ai firmelor de consultanta sau companii.

            Cele 8 articole care alcatuiesc lucrarea analizeaza diferite fenomene intalnite pe piata, concluzionand intr-o maniera ingenioasa din miscarile marilor jucatori.

            Dupa cum multe companii resimt, publicitatea devine o metoda costisitoare de promovare si brand-urile se indreapta spre modalitati alternative. Aceasta poate fi de asemenea si nefolositoare.

            In cadrul unor companii europene, directorii executivi se ocupa de promovare, spre deosebire de companiile americane care delega departamente interne sau agentii cu aceste sarcini.

            Identitatea de brand trebuie sa fie strans legata de valorile promovate de brand.

            Brand-ul nu trebuie sa se abata de la ce il reprezinta in goana dupa o cota mai mare de piata.

            Asocierea cu operatorii din alte industrii sau evenimente poate intari imaginea si poate duce la castigul unui numar mare din clientii brand-ului partener.

            Campania de vizibilitate trebuie sa accentueze identitatea de brand.

            Devine un punct de atractie istoria brand-ului sau traditia unor elemente strans legate de acestea.

            Promovarea poate fi facuta si prin implicarea in diverse programe.

            In comparatia intre brand-uri si marci private aflam ca brand-urile se regasesc in spatele celor din urma. Amenintarea marcilor private trebuie luata in serios, atentia acordata trebuie sa fie ca pentru orice alt competitor.

            Brand-urile au in orice situatie un beneficiu de imagine.

            Brand-urile vad in productia de marci private o oportunitate de a se debarasa de stocul in exces, dar poate duce la autocanibalizare.

            Daca o companie produce deja marci private, aceasta ar trebui sa le tina sub control.

            Brand-ul trebuie sa se concentreze asupra promovarii si imbunatatirii calitatilor, ceea ce le va spori superioritatea in perceptia publicului.

            Deplasarea pe verticala a brand-urilor este mai periculoasa decat pare, desi ideea este una atractiva, compania vazand in aceasta miscare o posibilitate de a castiga o cota mai mare de piata.

            Pentru coborarea brand-ului (ce poate fi facuta prin scaderea pretului) clientii pun la indoiala calitatile si caracteristicile de brand si astfel apare confuzia.

            Aceasta miscare poate fi facuta atat prin repozitionarea brand-ului, cat si prin subdivizii. Se recomanda utilizarea unor sub-brand-uri atat pentru deplasarea ascendenta, cat si pentru cea descendenta.

            Totodata sunt analizate motivatiile, conditiile de profitabilitate si riscurile extensiilor de linii, care nu vor spori cererea si care pot fi o miscare periculoasa.

            Profitabilitatea brand-ului este condusa atat de cota de piata, cat si de natura produsului sau de piata lui.

            Reexaminarea strategiei trebuie sa tina cont daca este vorba de o categorie premium sau de valoare si daca este vorba de o cota de piata scazuta sau ridicata.

            Astfel putem intalni pe piata 4 categorii in functie de care putem concepe strategia potrivita: brand-uri preminum cu o cota de piata scazuta, brand-uri premium cu o cota de piata ridicata, brand-uri de valoare cu o cota de piata ridicata si brand-uri de valoare cu o cota de piata scazuta.

            Unul dintre autori totodata prezinta situatii ipotetice, avand ca subiect atat brand-uri premium, cat si brand-uri de masa in declin, unor executivi care ofera solutii pentru speta in cauza din care cititorul poate trage concluzii pretioase.

 

English Version:

            The paper isn’t a theoretical one, but a miscellany of published studies by the prestigious university’s professors or by consulting agencies’ or companies’ officials.  

            The 8 articles that compose the book analyze different market phenomenons, concluding brightly from the big players’ moves.

            As many companies noticed, advertising has become an expensive way of promotion, so brands head towards other alternative methods. It can also be useless.

            In some European companies, executives are in charge of promotion, while American companies delegate intern departments or agency with this task.

            Brand identity has to be strongly related to the brand’s values.

            Brands mustn’t deviate from what represents them, looking for a larger market share.

1. The visibility campaign has to point out the brand’s identity.

            The brand’s history or some close elements’ tradition can attract consumers.

            Promotion can be made by joining different programs.

            Comparing brands and private labels we find out that brands are found behind private labels. Their threat must be taken seriously, the attention headed towards them must be the same as in the case of every competitor.

            Brands have an image benefit in every situation.

            Brands see in producing private labels an opportunity of getting rid of their excess production, but it may lead to cannibalizing the brand.

            If a company already produces private labels, it has to hold then under control.  The brand has to concentrate on promoting and improving its quality, which will make it superior in the public’s perception.

            Moving the brand on a vertical direction is more dangerous than it seams, although the idea is attractive, the company seeing in this move the possibility of gaining a larger market share.

            For lowering the brand (which can be made by lowering the price) clients put in doubt its quality and features and so confusion appears.

            This move can be made by repositioning the brand and its sub-brands. Using some sub-brands for an ascending or for a descending direction is recommended.  

1.             Also motivation behind, profitability conditions and brand extensions’ risks are analyzed, since it could be a dangerous move, not having their demand growing.        The brand’s profitability is driven by its market share as well as by its category or market.

            The reexamining of the strategy has to take in account if it deals with a premium or value category and if the brand has a high or a low market share.

1. One of the authors presents hypothetical situations, having topics such as premium or failing mass market brands, to some executives that offer solutions for the problem, from which the reader can conclude.

Matt Haig – “Brand Failures: The Truth About the Biggest 100 Branding Mistakes”

Matt Haig – “Mari esecuri ale unor branduri celebre” (Adevarul despre cele mai faimoase 100 greseli de branding din toate timpurile), Ed. Meteor Press, 2008

 

            Renumitul expert in branding demonsteaza ca indiferent de calitatea produselor si a serviciilor, in lipsa unui brand management eficient, o companie nu poate supravietui pe o piata din ce in ce mai competitiva.

            Din cele 100 de esecuri unele absurde, altele revoltatoare, altele previzibile sau chiar hazlii, marketerii, specialistii in branding, antreprenorii sau chiar cei profani in marketing pot invata ce greseli sa evite in manuirea unui brand.

            Matt Haig semnaleaza in introducere cele sapte pacate capitale ale brand-urilor: amnezia, vanitatatea, megalomania, mistificarea, oboseala, paranoia si irelevanta, care conduc la esecuri costisitoare si stanjenitoare ce pot clatina imaginea brand-ului.

            Piata este imprevizibila si oricat de stralucita poate parea o idée in faza de cercetare, realitatea va demonstra brand-ului ca reactia consumtorilor nu poate fi estimata cu precizie.

            Un brand devine popular intr-o formula unica si de cele mai multe ori, datorita valorilor puternice insuflate, el nu mai permite o multitudine de extensii fara legatura cu principiile sale.

            PR-ul este indispensabil in cladirea unei imagini atragatoare pentru companii, dar cand acesta se abate tocmai de pe principiul onestitatii, puterea sa se intoarce impotriva brand-ului.

            Extinderea pe piete straine poate fi anevoioasa dar devine un adevarat fiasco in momentul in care sunt neglijate diferentele culturale si obiceiurile formate in randul consumatorilor

            In spatele brand-urilor exista oameni, indiferent daca acestia sunt celebritati, oficiali ai companiilor, personalitati ale mediului business sau pur si simplu echipe a caror munca nu trebuie ignorata. Cateodata insa, in ciuda eforturilor intreprinse, o proasta cooperare, o clipa de neatentie sau simpla neglijenta poate distruge un brand, dupa cum a concluzionat si Matt Haig cand a dezbatut esecurile umane.

            Schimbarea ar trebui sa intervina doar cand apar probleme si in nici un caz cand lucrurile functioneaza. Rebradingul ilogic pentru companii mari a caror pozitie este sedimentata este cauza unor alte esecuri rasunatoare la care orice antreprenor dornic de “reinventare”  ar trebui sa reflecteze.

            Matt Haig ia in vizor si esecurile remarcabile ale industriei IT si ale dot com-urilor, incapacitatea unor nume cu greutate de a suravietui caderii ramurii la inceputul anilor 2000 si totodata devierea marilor brand-uri de la valorile care le-au impus pe piata.

            In cazul unui brand prea invechit, lipsa unei strategii de invigorare care ar putea sa-i redirectioneze traiectoria descendenta si un prost brand management, sunt pasii garantati catre o prabusire iremediabila, indiferent de calitatea ce e multe ori nu poate fi contestata.

            Acestea sunt doar niste idei ce se evidentiaza din lectura plina de invataturi, si in acelasi timp relaxanta, ce poate fi considerata o culegere de pilde despre momentele de slabiciune ale unor brand-uri mari.

 

            The famous branding expert demonstrates that no matter how good products or services are, in lack of a good brand management, a company can’t survive on a more competitive market.

            From the 100 some silly, others revolting, some predictable or even funny failures marketers, branding specialists, entrepreneurs or even marketing outsiders can learn  what mistakes to avoid while handling a brand..

            Matt Haig points out in his introduction brands’ 7 capital sins: amnesia, vanity, megalomania, mystification, fatigue, paranoia si irrelevance, which lead to costly and embarrassing failures which affect the brand’s image.

            The market is unpredictable and no matter how brilliant an idea might seem during research, reality proves the brand that consumers’ reaction can’t be estimated in a précised way.

            Brands become popular in an unique formula and most of the times, because of their strong values, they don’t allow a multitude of extensions deviating from their principles.

            PR becomes a must in building an attractive image for companies, but deviating from honesty it’s power turns against the brand.

            Extending towards foreign markets could be difficult but becomes a true fiasco when cultural differences and consumer habits are overseen.

            Behind brands are people, regardless of them being celebrities, executives, business personalities of just teams whose work shouldn’t be ignored. But sometimes, despite efforts made, a bad collaboration, a lack of attention or a simple neglect could ruin a brand, as Matt Haig concluded, while analyzing human failures.

            Change should come only when problems appear and never when things go well.  Illogical rebranding of great companies having a consolidated position is the cause of other famous failures on which every entrepreneur keen on reinventing should meditate.

            Matt Haig is considering the remarkable failures of the IT and dotcom industry, the incapacity of some great names to survive the branch’s fall at the beginning of 2000 and also the changing of direction from values that imposed them on the market.

            In the case of an oldfashioned brand, the lack of a refreshment strategy which could redirect it’s falling together with a bad brand management are the guaranteed steps towards an irremediable fall,  regardless of quality which many times can’t be contested. .

            These are some ideas that resume this wise and same time relaxing lecture, which can be considered a miscellany of wisdom about the weak moments of some big brands.

Philip Kotler, Kevin Lane Keller – “Marketing Management”

Philip Kotler, Kevin Lane Keller – “Managementul marketingului” –Editia a V-a, Ed. Teora 2008

 

            Desi aparent aceasta lucrare s-ar asemana din punctul de vedere al temelor abordate cu “Principiile marketingului” scrisa de Philip Kotler in colaborare cu Gary Armstrong, complexitatea analizei este considerabil sporita si de asemenea cadrul fiecarui capitol este diferit conceput.

            Dintr-un anumit unghi, “Managementul marketingului” ar putea trece drept o reconsiderare a “Principiilor marketingului”, intr-o analiza puternic aprofundata.

            De altfel, “Managementul marketingului” se adreseaza unor cititori cu un background teoretic in domeniu, informatiile elementare prezentate in fiecare capitol fiind un ghid de reimprospatare al unor cunostinte existente.

            Lucrarea se adreseaza unor cititori ce au dobandit maturitatea informationala procurata fie dintr-un studiu temeinic, fie din experienta empirica, care le poate oferi optica necesara reflectarii asupra informatiilor primite.

            Atentia conferita studiilor de caz se regaseste si in aceasta lucrare cu specificarea unui grad de complexitate mai ridicat decat in “Principiile marketingului”

            Ca element de noutate poate fi mentionat studiul marketingului holist.

            Philip Kotler pastreaza totodata aceeasi metodologie pedagogica: teorie, aplicatii reiesite din studii de caz, sinteza pentru sedimentarea informatiilor, exercitii si teme de reflectie, dar aduce imbunatatiri regasite in informatiile actuale din casete.

 

            Although this paper might resemble from a topics’ point of view to “The Principles of Marketing” by Philip Kotler and Gary Armstrong, the complexity of analysis is greater and also the structure of every chapter is conceived in a different manner.

1.             From a certain angle, “Marketing Management” could pass as reconsidering “The Principles of Marketing” from a more profound analysis.           

            Therefore, “Marketing Management” is addressed to readers having a theoretical background, the elementary information found in each chapter being a guide to refreshing existent knowledge.

            The paper is addressed to readers who reached the knowledge maturity from strongly studying or from empiric experiences, which offers them the necessary optic of meditating over new information. 

            The focus on study cases is also found in this paper specifying a greater degree of complexity comparing to “The Principles of Marketing”.

            As novelty one must mention the study of holistic marketing.

            Philip Kotler also keeps the same teaching methodology: theory, appliance resulting from case studies, a summary for consolidating new information, exercises and topics of reflection, but brings improvements found in cases.

Stephane Pincas, Marc Loiseau – “The History of Advertising 1842-2006″

Stephane Pincas, Marc Loiseau – “The History of Advertising 1842-2006”- Ed. Taschen 2008

 

            Lucrarea poate fi considerata o calatorie fascinanta in timp, ce-i ofera cititorului sentimentul de nostalgie al unor vremuri de mult apuse si optimismul resimtit din evolutia publicitatii in toate formele ei.

            Fiecare perioada este prezentata prin cele mai importante evenimente sociale, politice si economice ale contextului international, precum si efectele acestora asupra publicitatii.

Anii de pioneriat, 1842-1920 se evidentiaza prin stransa legatura cu arta la aparitia curentelor cubism si Dadaism. Celebritati precum actrita Sarah Bernhardt sau pictorul Henri de Touluse-Lautrec colaboreaza cu diferite produse pentru promovare. Acesti ani se remarca si prin campaniile sociale (votul femeilor) sau posterele de propaganda si apel la inrolare in fortele armate in perioada Primului Razboi Mondial, precum si de strangere de fonduri in perioada postbelica.

Se cristalizeaza profesia dupa ce Volney P.Balmer, prima agentie de publicitate este infiintata in 1842.

Aceasta perioada cuprinde nasterea brand-ului Coca Cola, aparitia primului logo-mascota (Ol’ Joe pentru Camel), primul slogan tradus in 4 limbi si pentru prima data se investeste 1 milion $ in publicitate (Uneeda Biscuit).

Perioda interbelica se caracterizeaza prin debutul fotografiei in publicitate, ce a generat si accentul pus pe estetica produsului si prin legatura publicitatii cu filmul (detergentul Oxydol sponsorizand serialele TV “soap operas” si totodata nasterea publicitatii pe suport de film) si cu radioul. Se promoveaza industria auto. Agentiile de publicitate trec la o noua etapa, de avant in Europa (chiar si in Rusia sovietica) precum si de promovare proprie. Pentru prima ora in campanii publicitare apare Mos Craciun.

Cel de-al Doilea Razboi Mondial aduce campanii profunde mobilizante. Propaganda este folosita de brand-uri. Publicitatea inregisteaza un progres prin imbunatatirea calitatii reproducerilor ce a marcat sfarsitul erei ilustratiilor si totodata prin faza incipienta a campaniilor “scandaloase”. Pe acest fundal, print-urile devin din ce in ce mai atragatoare.

Anii 1960 se caracterizeaza prin curentul Pop Art, prin campanii protest contra razboiului din Vietnam. In acelasi timp are loc o lupta pentru egalitatea intre sexe, dar si perioada baby boom. Ca progrese pot fi mentionate advertorialele si atentia asupra eticii.

Era globalizarii a inceput odata cu anii ’80 si in aceasta perioada publicitatea a cunoscut o incredibila extindere si diversificare in mesaje si abordari.

            “The History of Advertising 1842-2006” poate fi si un ghid al inceputurilor de brand, al dezvoltarii acestora , oferind date atat despre companii, cat si o evolutie in ilustratii a promovarii produselor.

Pe langa aceasta incursiune in lungul drum al publicitatii din zilele noastre, autorii incearca sa contureze tendintele domeniului si directia urmata.

Cartea ofera si date despre personalitati marcante ale publicitatii, precum si despre cele mai influente agentii.

Lucrarea prezinta interes tuturor profesionistilor din domeniu, pasionatilor de arta, de grafica si celor ce doresc sa descopere istoria secolului XX vazuta din alt unghi.

 

            The paper could be considered a fascinating journey in time, who gives the reader the nostalgia of past times and the optimism inspired by the evolution of advertising in all of its forms.

            Every period is presented through its most important social, political and economic international event, as well as their effects on advertising.

            The pioneer years 1842-1920 stand out through the strong connection with art by the birth of Cubism and Dadaism. Celebrities such as actress Sarah Bernhardt or painter Henri de Touluse-Lautrec collaborate with different products with promotion purposes. These years stand out also through social campaigns (women’s vote) or propaganda posters and military enrolment appeal during the first World War, as fell as fund raisings in the post war period.

1. The profession of an advertiser is crystallized after Volney P. Balmer, the first agency is founded back in 1842.    

This period includes the birth of Coca Cola, the birth of the first logo mascot (Ol’ Joe for Camel), the first slogan translated in 4 languages and for the first time 1 million $ is invested in advertising (Uneeda Biscuit).

The period between the two great wars could be characterized by the debut of photography in advertising, which generated the accent on the product’s aestetics and through the connection of film and advertising (Oxydol detergent’s sponsorship on soap operas and also the birth of advertising on film support) and with radio. The auto industry is being promoted. Agencies step to another level, of enthusiasm in Europe (even in soviet Russia) as well as of self-promotion. For the first time Santa Claus appears in an advertising campaign.

World War II brings profound mobilizing campaigns. Propaganda is used by brands. Advertising experiences progresses through the improvement of reproductions’ quality which marked the end of an era of illustrations, and also through the start on “scandalous campaigns”. Having this background, prints become more and more attractive.

The sixties could be featured by Pop Art, by protests campaigns against the Vietnam War. In the same time a battle for the equality of sexes took place, as well as the baby boom period. As progresses, one can mention advertorials and the focus on ethics.

The era of globalization began with the 80es and in that period advertising experienced  an incredible extend and diversification in messages and approaches.

            “The History of Advertising 1842-2006” could be a guide to the beginnings of brands and  to their development, offering information about companies, as well as an evolution throughout photos af product promotions.

Along this incursion in the long road of our days’ advertising, the authors try to point put trends and a following direction.

The book offers information about leading advertising personalities, as well as about the most influent agencies.

The paper is of interest to professionals, art and graphics passionates and to those who wish to discover the twentieth century history viewed from another angle.

Richard Branson – “Screw It. Let’s do it”

Richard Branson – “Screw it. Let’s do it.” Ed. Publica, 2009

 

            Excentricul miliardar, fondator al imperiului Virgin, ce a sfidat oricare lege a marketing-ului, privind promovarea si limita si natura extensiilor de brand (noua ramura in care Branson va cauta  succesul este chiar turismul spatial prin Virgin Galactic), fara a devia de la principiile eticii,  a intrigat autorii cartilor de business si si-a castigat milioane de fani in toata lumea.

            Aceasta carte a fost scrisa intr-un stil simplu, dar totusi complex, prietenos si intr-atat de inspirational incat sa ai certitudinea in puterile tale, fara a neglija respectul fata de ceilalti (prieteni, colaboratori, societate) si fata de mediul inconjurator.

            Cartea devine practic o culegere de aventuri si de invataturi de la un bun prieten, alaturi de care traiesti emotiile infiintari publicatiei pentru tineret “Student”, strabati intreaga lume, calatoresti cu balonul, ai ocazia a cunosti si alti invigatori din familia Branson si cel mai important, inveti sa fii un om mai bun.

            Richard Branson este in primul rand un lider, ce tine ca intre cei 50 000 de angajati Virgin sa fie numai oameni deosebiti, care gandesc singuri si care sunt in stare sa-ti furnizeze o idée buna. De altfel, Branson tine cont de orice idée buna, indiferent din partea cui vine si crede cu tarie in munca in echipa.

            Richard Branson lupta pentru o lume mai buna, in care “sa ne lepadam de obiceiuri rele sau lenese, care ne tin pe loc si ne astupa mintile”, in care sa ne respectam reciproc si nu doar cand dorim sa impresionam, in care ne pastram buna reputatie si respectam legea. Implicarea in cauze umanitare in razboiul din Golf si in cazul catastrofelor naturale precum si dezvoltarea biocombustibilului in urma credintei sale in Teoria Gaia a lui James Lovelock sunt suficient de graitoare cu privire la respectul lui Branson pentru etica.

Si mai interesanta este filosofia lui Branson legata de bani, pe ii poti folosi penru a face bine si care in fond, nu sunt un scop in sine, ei aparand pe parcurs dintr-o combinatie inteleapta intre distractie si munca si nu in ultimul rand, un risc cu discrenamant.

Cititorul va descoperi in Richard Branson un invingator si un model in viata, care in ciuda dislexiei a devenit journalist si care a folosit boala pentru a-si exersa memoria si a-si dezvolta intuitia.

Odata delectat cu aceasta lectura, cititorul va capata un suflu de incredere, o dorinta de independenta si puterea de a crede in visurile sale si de a lupta pentru ele. De altfel si Branson militeaza pentru acceptarea trecutului, buna comunicare, convietuirea in armonie si pentru a face ca fiecare secunda sa conteze.

“Screw it. Let’s do it” reprezinta o carte ce merita citita de orice individ, indiferent daca este  pasionat  sau nu de afaceri.

 

            The eccentric billionaire, founder of the Virgin empire, who defied every marketing law, regarding promotion and the limits and nature of brand extensions (the new branch in which Branson seeks for success is space tourism through Virgin Galactic), without neglecting the principles of ethics,  intrigued authors of business books and gained millions of fans worldwide.

            This book was written in such a simplistic, but yet complex style, friendly and inspirational in order to have you believe in your strength, without neglecting the respect towards others (friends, partners, society) and towards the environment.  

1.             The book becomes a gathering of stories and learnings from a good friend, among who you’ll be living the thrills of founding “Student” – a youngsters’ magazine-, you’ll  go around the world, travel with a balloon, meet other fellow winners in the Branson family, and most important, you’ll learn to be a better person.   

            Richard Branson is first of all a leader, who cares that among Virgin’s 50 000 employees should be only brilliant people, who think for theirselves and who are able to give you a good idea. Branson considers every good idea, regardless of who it comes from and strongly believes in team work.

            Richard Branson fights for a better world, in which we should leave bad and lazy habits which keep us standing and close minded, in which we should respect each other and not just looking to impress, in which we should keep our good reputation and obey the law. His implication in humanitarian causes regarding the Gulf War and of natural disasters, as well as developing biofuel  in the name of his believe in  James Lovelock’s Gaia Theory are standing proof of Branson’s respect for ethics.

Even more interesting is Branson’s philosophy regarding money, which one could use to do good and which most of all, is not a purpose, as it appears along the way resulting from combining wisely fun and work and last but no least, clever risking.

The reader will see in Richard Branson a winner and a role model, who despite suffering from dislexia became a journalist and who used his disease to practice his memory and to develop his intuition.  

Once enjoyed this book, the reader will receive a breeze of confidence, the will of independence and the power to believe in his dreams and to fight for them. Branson himself is for accepting one’s past, for a good communication, for a life in harmony and for marking every second count.

“Screw it. Let’s do it” represents a book worth to be read by everyone passionate or not for business.

Philip Kotler – “Principles of Marketing”

Philip Kotler, Gary Armstrong – “Principiile marketingului” –Editia a IV-a, Ed. Teora 2008

 

            David Packard spunea ca “marketingul este prea important sa fie lasat departamentului de marketing”. Vorbele sale ne indeamna sa reflectam la importanta ideilor profesionistilor din oricare department al unei companii, idei rezultate ale viziunii dintr-un alt unghi diferit din care marketer-ul poate percepe o chestiune. Este necesara astfel o colaborare orizonatala pentru un marketing eficient.

            Lucrarea poate fi considerata o carte de capatai atat pentru cei ce se initiaza in tainele marketingului in teorie, pentru practicieni, cat si pentru profesionisti ale caror sarcini zilnice sunt conectate intr-o masura la acest domeniu.

            Cartea imbina ingenios baza teoretica necesara oricarui viitor specialist sau antreprenor cu cazuistica extinsa in cat mai multe domenii de activitate, din care se evidentiaza miscari inspirate ale celor mai mari branduri.

            Structurata in 4 parti si 20 de capitole, cartea reprezinta o analiza complexa a tuturor laturilor aplicative ale marketigului, ale dimensiunilor in care acesta poate fi folosit, ale elementelor care-l compun si cel mai important, al beneficiilor efective pe care le aduce fiecarei afaceri.

            Directia urmata de fiecare companie pentru a se mentine si a creste pe o piata cat mai competitiva, este cea data de cerintele clientilor, care profund analizate  ar trebui sa stea la baza oricarei planificari si strategii.

            Inainte de a face vreo miscare ce s-ar putea dovedi neinspirata si costisitoare, firma ar trebui sa se analizeze atent luand in considerare mediul in care evolueaza si piata pe care o va aborda.

            Odata conturate categoriile de clienti carora se adreseaza, firma se va concentra asupra adaptarii ofertei, asupra stabilirii preturilor si a canalelor de distributie folosite iar apoi la finalul acestui traseu, la promovarea produselor sau serviciilor sale.

            Consolidarea pozitiei pe piata poate oferi firmelor posibilitatea extinderii spre noi dimensiuni, atat in modalitatiile de promovare, de atentie spre societate si responsabilitatea pentru aceasta, cat si din punct de vedere al pietii de desfacere.

            Dintr-un punct de vedere metodologic, ca lucrare de specialitate adresata celor ce pasesc spre o cariera de marketer, fiecare capitol este structurat in asa fel incat cititorul sa inteleaga mai intai de toate informatia, sa vizualizeze importanta aplicativa a teoriei, sa reflecteze asupra problemelor dezbatute, sa incerce sa aplice in alte situatii informatiile dobandite si nu in ultimul rand, sa aiba sedimentata teoria parcursa.

            Pentru a intelege marketingul si pentru a putea ulterior parcurge orice lucrare in domeniu, debutantul in domeniu ar trebui sa inceapa cu aceasta carte, de o deosebita importanta.

 

David Packard once said that “ Marketing it too important to be left in charge of the Marketing Department”. His words invite us to meditate on the importance of the ideas of every professional in every department found in a company, ideas resulting from a different angle from which a marketer can perceive a problem. A horizontal cooperation is necessary for an efficient marketing.

            The paper could be considered as a guide book for those how initiate theirselves into marketing, for marketers, as well as for professionals whose daily tasks are connected somehow to marketing.

            The book brightly combines the theoretical background necessary to every future marketer or entrepreneur with extended case studies from different fields, from which brands’ inspired moves stand out.

            Structured in 4 parts and having 20 chapters, the books represents a complex analysis of each one of marketing’s applications, of the dimensions in which it could be used, of the elements that compose it and most important, of its effective benefits on every business.

            The direction in which to company is heading in order to maintain itself and grow on a more competitive market is that given by the consumers’ demand, which deeply analysed should stand in front of every planning and strategy.

            Before making any move that could prove itself uninspired and costly, the company should carefully analyse itself considering its environment and market.

            Once the consumer categories are targeted, the company will focus on adapting it’s supply, on fixing prices and settling distribution channels, and last to promote its products and services.

            The consolidation of one’s market position can offer companies the possibility to extend towards new dimensions, in ways of promotions, in social responsibility issues a, as well as towards new outlets.

            From a method point of view, as a paper addressed to those who step towards a marketer’s career, every chapter is structured in such way for the reader to first and foremost understand information, to visualize its applicative importance, to meditate over debate issues, to try to apply information in other situations and last but not least, to deposit read information.

            In order to understand marketing and also to comprehend any further readings, a marketing debutant should start with this book, of great importance.