This year’s IPA Business Growth Conference will look at how to develop the right behaviours to deliver commercial business success which makes it the perfect platform for David to share his knowledge and expertise.
The event took place at the iconic Music Bank Studios where the famous Cadbury’s Gorilla advert was filmed. The staff at the studios were incredibly helpful and went the extra mile to set the scene for the night with the real life drums used in the advert.
The iconic Cadbury’s Gorilla Advert
Mark Earls, Independent Marketing and Advertising professional at Herd Consultancy aka ‘The Herd Meister’ kicked off the official launch by saying a few words about David.
Westminster Business School has launched a new generation MBA, designed exclusively for aspiring board directors and anyone looking to work with, for and on boards.
A substantive part of the programme sees the participants working as a shadow board of a company addressing and solving their strategic business issues. In preparation for this, the University are running a series of mini shadow board experiences to showcase and develop how these benefit the participants, their alumni and the host organisations.
This Saturday they will be working with an exciting not-for-profit ‘Working with Men’ charity, who will be the host organisation for the shadow board. Their aim for the day is to crowdsource business growth strategy.
Attendees will work during the day with the MBA course leaders and academics acting as Academic Consultants to their boards.
You can find more information on the event here.
Javier Sanchez Lamelas‘ book, Martketing: The Heart and The Brain of Branding was put through IBM’s Watson analysis last week at the One Question conference. Watson analyzes and interprets data, text and images to provide personalized recommendations by understanding a user’s personality, tone, and emotion. The report was not only spot on about Javier’s personality but also gave good insight into what makes Martketing a unique, insightful and useful book.
Here are the results:
You are shrewd and somewhat critical.
You are philosophical: You are open to an intrigued by ideas and love to explore them.
You are authority-challenging: you prefer to challenge authority and traditional values to help bring about positive changes. And you are energetic: you enjoy a fast-paced, busy schedule with many activities.
Your choices are driven by a desire for discovery.
You are relatively unconcerned with both tradition and taking pleasure in life. You care more about making your own path than following what others have done. And you prefer activities with purpose greater than just enjoyment.
The One Question conference yesterday held at the prestigious Banking Hall in London brought together a high caliber of speakers from different industries to give their take on whether technology can be trusted. It was enlightening to get a broad spectrum of perspectives such as The Story Perspective with Matthew Luhn, one of the original story creators at Pixar, The Advertising Perspective with James Whatley, Planning Partner at Ogilvy & Mather, The Media Perspective with Jason Karaian from Quartz, Bruce Daisley from Twitter and Nate Lanxon from Bloomberg, The Government Perspective with Lindsay Holst, Former Digital Director for Vice President Joe Biden at The White House, The Data Perspective with Joe Twyman from YouGov and many more.
To cover the Marketing Perspective Jeremy Waite from IBM interviewed Javier Sanchez Lamelas, CEO of Topline Marketing, Former, Vice President Marketing, Europe at Coca Cola and author of Martketing: The Heart and The Brain of Branding. Here are a few key take aways from the interview
“People don’t understand what they can do with technology in marketing. They don’t understand the essence of change.”
“Marketing used to work by interruption but the control has changed to the people. Marketing has to be so good that people want to watch. So the bar for marketing has gone up so much. There is a huge increase in the importance of emotional marketing.”
Javier Sanchez Lamelas, author of Martketing: The Heart and The Brain of Branding and CEO of Topline Marketing will be joining a discussion debating whether technology be trusted at One Question on Wednesday 17th May in London’s Banking Hall.
One Question is designed to challenge traditional event formats by debating just one question from guest experts from vastly different backgrounds, each providing their own unique perspective.
There’s no slides, no sales pitches; just inspirational stories designed to educate and excite.
The event is designed to challenge the way we think, as people and professionals.
This time the question is: ‘Can we really trust technology?’
‘The world belongs to the discontented.’ Oscar Wilde
Intelligence can be defined as the ability to provide solutions to new problems says Javier Sanchez Lamelas in his book, Martketing: The Heart and The Brain of Branding. Innovation, however, is the ability to generate better solutions to old problems. If you buy into this definition, the mere idea of having an innovation department is simply ridiculous he says. Here is an extract from the book giving his take on the problems we face with innovation currently.
The problem is that we tend to use innovation in a very narrow and limited way. We refer to innovation in relation to productions, packaging or services. But innovation is much more than that. It also touches communications, design, cost structures, distribution and business models.
Javier Sanchez Lamelas, CEO of Topline Marketing and author of “Martketing: The Heart and The Brain of Branding” – will be speaking at The ADC Congress in Germany this May. The ADC is the biggest organization representing creatives in communication in the German-speaking world.
The ADC Congress is a full-day event happening at the ADC Festival, which is Germany’s biggest festival of creativity with about 16,000 attendees. The event will bring together creatives and technologists to discuss ideas, spark inspiration and foster forward thinking. This year’s motto “Disrupting Deutschland. Creativity beats Technology?!” highlights how technological advancement and innovative content may become a dream team. Established and upcoming creatives from society, science, advertising, architecture and creative communication will present their ideas.
Advertising is experiencing a big shift right now through digitalism and emerging technologies. How does this affect the importance of creativity? Why is trend and technology not the primary focus, what should brands rather focus on? Javier will covering the current hype on technology in advertising and more!
What does strategy mean?
Some people have a faulty understanding about what the word “strategy” means, yet they use the term as if they knew everything about it. And I know some of you are thinking, “Javier, give me a break; that’s impossible—” as you read these lines. But it is. When you finish the following paragraph, you’ll probably realize you’ve misused the term more than once.
The best definition I know is that strategy is the path that allows us to achieve a specific target in a complete way using the fewest possible resources. Strategies are meant to achieve objectives.
Strategy is the path that allows us to achieve a target in an effective and efficient way
As such, there are several traits a good strategist should have:
Understanding your objectives
The first one is a precise understanding of the objective. It’s shocking how often people start developing strategies without having a clear understanding of what they want to achieve. Objectives are not always formulated in a clear way; and it’s not uncommon that the person who sets up an objective does not know what he/she really wants to achieve. At P&G people learned to define objectives the so-called smart way; smart is an acronym meaning Specifically, Measurably, Accurately, Relevantly and Time-bonded. It’s a great formula. A good strategist has to ask all the right questions until the objectives become well set and defined.
The second trait of a good strategist is neutrality. There is no way you can develop sound strategies if you are biased toward one of the alternatives, or are politically motivated to chose any particular resource over another when delivering the target.
The third trait is knowledge. Unless you understand the field you’re evaluating in its totality, as well as its means and its causal relationships, your strategies might turn out to be sub-optimal. The fourth trait has to do with quantification skills. Many fail in this critical area. You have to be able to reduce all your choices to a set of comparable variables, the most common ones typically being time and money. People often fail to do this because often “the outcome is too obvious,” or simply because “it was too much of long shot to quantify.” Nevertheless, you’d be surprised just how much decisions can change once you thoroughly quantify each option’s implications.
The ability to tell the “brutal, honest truth”. Sounds easy, but managers often do not want to hear bad news. If you are a manager, please refrain from this behavior; it is without a doubt the bad habit that derails most careers. If you avoid “bad news,” you quickly grow isolated from reality, and are incapable of steering your business or brand. Your people start to fear being the ones who come to you with “undesirable” data or facing the consequences of a bad meeting or worse, being the victim of the “kill the messenger” syndrome. Often they’ll “disguise” the truth to make it more palatable. But without the plain truth it’s impossible to design good strategies.
Now, the next time somebody asks you about your “brand strategy,” you might want to reply, “To reach what objective?”
Javier Sanchez Lamelas, Founder and CEO of Top Line Marketing and author of ‘Martketing: The Heart and The Brain of Branding‘ shares his tips to help you make your customers fall in love with your brand.
Emotional over Rational
I’m in the brand building business. The whole value of our business is inside peoples’ brains. And it isn’t in the rational parts of their brains… it’s in the emotional side of the brain. A brand’s value resides in those little cookies we create to make people love our brand: I’m in the business of making people fall in love with my brand.
Love for the brand= value for your business
The more individuals love your brand, the higher the value of your business, because people are willing to pay a premium for emotions. If you don’t have a brand, you just have a product. This is a commodity and in these cases people will only pay for the cost of the product. It’s all about making people fall in love with brands. And the great thing is that it works in exactly the same way as when a person falls in love with someone. It’s the same chemistry – the same mechanism – and therefore you can apply the same techniques. And by the way, something beautiful for all of us: people can fall in love with more than one brand.