And so it bounces this post...
From lunch & learn with Gannon Jones, Pepsico's CMO.
- Great brands have the ability to stimulate something in your emotion.
- Be a student of marketing (always)
- Have a vision and remember 'good is the enemy of great'
- Work with smart people
- FISO: Fit In, (but) Stand Out.
From lunch & learn with Kraft's Peter Borowski, Senior Director of Design, and Becky McAninch, Director of Liquid Concentrates of Kraft.
- Design is a communication tool. It's not aesthetic, you need to transmit something
- All great brands tell a story
- With creativity go as far as you can... because it is easy to come back in
- There are 3 things customers see when they get to the supermarket: colors, shape and numbers
From classes:
Framework to assess ads -for the Super Bowl Ad Review- by Prof. Calkins and Prof. Rucker: the AD-PLAN. When evaluating an ad think of these dimensions: Attention, Distinction, Positioning, Linkage, Amplification, Net equity.
The story was something like this: "A big dog missed a small rabbit he was chasing so he was asked: 'You're a big dog, how couldn't you catch that rabbit?'. The big dog responded: 'There's a difference between the rabbit and me that it is not size... I was running for my lunch. He was running for his life'". Idea: run for your life and stay focus. Prof. Sawhney.
What does it take to get people to change? Talking about personal and social motivation, sources of influence, Prof. Razeghi shared with us this great case by Vital Smarts:
Now, walking through the fifth week, I can definitely say I'm having one of the times of my life... I'm enjoying it here a lot.
Then, as I'm not good at daring taking risks, I want to close with this advice from Pepsico's CMO who I quoted in the beginning. Hopefully I'll remember it more often:
You miss 100% of the shots you don't take.
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