Today you can choice between if you like to have it in color ore scan it on your Xerox. But wouldn’t it be great if you could translate to any languages when you make your copy and get it out on paper (ore scan it to your computer). It is not rocket science, you can do it today: Take an empty Xerox and put a friend how talks many languages in it. Then another to test it to someone how don’t now about the translator in the machine… then you can get it out in a new language. That will take you 10 minutes to set up, how long time will it take for Xerox to make it work?
“You will love this book as well. But only if you are prepared to open your mind, and take on the wealth of ideas. Like fellow thinker Edward de Bono, Engeseth likes to provoke and generate a reaction.”
Brand Strategy (download the whole book review of ONE).
ONE of the strongest brands on earth is sadly getting in the “to big club.” In the latest number of the magazine Brand Strategy (issue 205), are they reporting about an warning form Google not to use their brand name in an wrong way! They don’t want it to become generic (can passion be generic?). Media and consumers should stop using “to google” and “googling” they are doing this to protect the trademark (like losing touch with media and consumers should help their brand).
Today I got 7 030 000 hits on “googling” and 57 800 000 “to google” in Google. That counts on the media and consumer’s stock value!
When I did an interview with a Google fan how named his kid Google I felt strongly for that the Google office in Stockholm invited him to their office to show their youngest fan. Today he may have meet some lawyers that wouldn’t “googling” with his kid…
“Intellectual property concerns are important but creating a personable identity is even more vital.”
Ruth Mortimer, Editor, Brand Strategy
Is Google losing it?
Update 12 September:
I got damn good point from master mind Seth Godin:
“the thing is, they have to try
if they don’t try, they lose the mark”
In my first book I focus on how to increase creativity in business. It open-end up a world of contacts for me, now I like it to rich you to.
Did get this from India this weekend:
“We need folks like Stefan Engeseth to confront us with radical ideas
that help foster out of the box thinking.”
Y.A. Pitalwalla, India Correspondent for Asia money magazine
Download the Detective Marketing as a trial book here.
More information about this book: Praise and bookshops.
Did meet today with Chief Oren Lyon, he is also a Professor and a legend. His by far ONE of the most wisdom person in out time. Oren has an open mind and chares his knowledge like few people does. Many see him as a spiritual leader that spread goodness into the world.
When he explains how different races (black, Latinos, native Americans, white etc) get together like a global tribe when they have a common interest.
Roots has no color
When people connect around things that are dipper than their eyes can see – then their rots can grow together. Same think for corporate culture, it needs to dig deeper than the colors of the brand, to connect people.
How deep do you think the roots of consumer power goes?
Read more about Chief Oren Lyon also his speech to the United Nations.
They are wild and some think creasy, and they are making love onstage at rock concerts. And they are from Norway and call them self’s for “fuck for forest.” By using live sex they want to save the rainforest.
I would like to see a knockdown when good wins over the bad parts of business
If others would do the same in it could be named “fight for forest” and perform at K1, UFC and other “fight concerts.” When is “war for forest” coming? The war industry is full of people how want to change what they are doing, but not now how. Have been talking with some of them from Germany and USA about doing other products (ore as a director did say: Its not so fun to discus missiles armed with nuclear warheads with your kids). They will listen to profit with mental health if they now how to change. Ore lets say: Fight the power with power.
A lot of people hate “fuck for forest” for using sex to save the nature. I wont go in to that discussion. Here is how they explain what they are doing on their site:
“Each year, huge areas of rainforest are systematically cut down. Invaluable animal and plant life is being decimated to make way for commercial interests. For too many humans, development has become more important than the balance of nature. Is humanitys cynical behave more powerful than idealism..?” fuckforforest.com (adult site)
The sex industry is doing BIG MONEY. With the concept of “fuck for forest” they could also do BIG MENTAL PROFIT. The people behind the sex industry could work with them. They could sell special products (DVD’s, shows and maybe an soap on television etc) that would give back money for saving the forest. Also it would give consumers a “good” choice even in this kind of business. Of course people would say that this is a way to make dirty business clean. YES, you could say so but is really Playboy that dirty? Ore is it a brand that are making big money and could with one party give millions to the “fuck for forest” movement? What people think about the sex industry it’s as old as we can remember and will be here for a longer time than the rain forest (if we don’t do anything).
It is only when evil kisses good that a new world can be created. Evil contains power and know-how. If every bullet fired in the former Yugoslavia had been a seed, the region would have been a rainforest to stroll in, instead of a mass grave to cry over.
A kiss can change many things in life, even in a boardroom. What more “xx for good things” do you see? Is it to cynical to have “bad business” doing good thinks? Are charity organizations to good to see how “bad business” can change the world?
One place where they now how to inspire new consumers is in Las Vegas. Rumor says that they let them win so they can’t resist the game of consuming “the game of losing.” Same thing is for other consumers but they never got the start of winning as does in Las Vegas.
It as sounds cynical but the devil listen to results even if they are good.
Companies like GM, Boeing will let consumers win more to interact, when they see the connection to profit and evolution of their business offer. I think they will let this winning model grow so far that it will be hard for others to see where the line is for employees and consumers. But how does really need that line, if it’s not a smile?
So what can you do to make consumers start wining? Can you play the players game as a consumer and win the consuming game?
Read a really good article with focus on innovation (Apple) and management by reporter Jorge Nascimento Rodrigues. Full story, translation.
“Swedish Stefan Engeseth, most recent of gurus of management that they had come of the cold, after the two “bald spots” Kjell Nordstrom and Jonas Ridderstrale, of the Stokholm School of Economics.”
Gurus Online & Magazine (translation)
This morning I drank a cop of coffee that tasted more than fantastic, it was the Spanish brand Marcilla with the coffee sort “Gran Aroma Mizcla.” The taste was so good that I did see an opportunity for a global advertising campaign for the coffee. The concept I see is for television but can be adapted to other media channels. Maybe it will get an Effie Award ONE day.
Here is the story that I did see:
A Spanish reporter asks the male consumer that is drinking the coffee: “How did the coffee taste?”
And the consumer answers: “It tasted like a kiss from a Spanish woman.”
She replay (a bit surprised): “Have you ever got a kiss from a Spanish woman?”
Still drinking the coffee he responds: “No!”
The reporter leans over and gives him his first Spanish kiss.
He responds happily: “Exactly, that is the taste!”
Then the pay off could be:
Marcilla
Get your Spanish kiss
Colombo is back for a kiss
This campaign idea will increase the now how for the coffee and its taste: It will also increase the numbers of Spanish kisses asked by a lot of new tourist coming over to find out how the real stuff really taste. It will be like having Colombo coming back for a kiss.
The example is off course the opposite for a girl tasting it and a male reporter ore for does how like the Pride parade. This will make the consumers to see themselves in the brand mirror globally. They can also produce the advertisement with a representative Japan man ore female in Japan and etc around the globe. Customize it for every target group there is down to the smallest details so the consumer will see them self in the commercial.
I don not work for Marciella ore Spain. Off course this is a hypothetical idea and I guess that they have many other kisses to work with. Should not al products and services be fantastic and give consumers this feeling of wanting to become ONE with the brand?
It can also been criticized for being focus on sex and being a silly soap commercial but if it done right it will be with the right level of charm and distance. It can also be global PR where reporters are doing the commercial for “live” and testing if it really REAL.
So how does your coffee taste? And is this concept to fare out to be an Effie Award? Will it sell the product? Will it increase tourism in Spain? Will it increase the sell of Spanish lipstick? How will cafés and restaurants serve the coffee? Is this too much for the payoff: Find it in your local store ore at Marcilla.com then gotospain.com
This week where the Scandinavian Superjam hold in Stockholm. There where dancers from Scandinavia and USA and Russia breaking it down. It is interesting how the hip-hop has grow to a hole culture with an global tribe that are growing in different ages and places around the world. I use to do a breaking in the magic 1980 but this dancers are moving like management should move their business globally today.
If the best break dancers are comes from Russia, what does that say about spreading management?
Did ask some great break-dancers from Russia, how they can be so good? They did explain that some dance groups travels and bring it home and then off course we have the television.
I also think they have some Russian sport culture that helps them tap into the break dance with some acrobatic moves (Russian: Gymnastic and ice dancing and classical ballet etc). Also I think they have a need to expressing freedom and a belonging to the rest of the world. And it is also as one of the American break dancers put it: “It use to be only America, but now you al got the funk!”
In the culture of hip-hop anybody can be onstage minding “his business.”
Every year their have been arguing on communities and blogs about how is the best dancers and that it is the wrong ones on stage. So this year the audience got the opportunities to get up on stage and jam. I think some of the dancers from the audience were the best. When are we going to see a Fortune 500 company doing the same thing?
Are the young kids of today more a global culture tribe than a national one? Is the world changing if Russian break-dancers perform better than the American? Are city people building a tribe with the hip-hop culture?
