Category Archives: Marketing

Beyoncé’s use of the element of surprise was genius

in Creativity, entrepreneurship, Marketing, Strategy

beyonce visual album

Isn’t it exciting when something unexpected happens? Something out of the ordinary?

Of course it is.

The shock heard around the world last week was how Beyoncé released her 5th studio album on iTunes without the typical marketing blitz that accompanies such album launches. I say shock because it really was a shock. Not only that, it’s also a non-conventional type album: titled “Visual Album” because every track has a video for it.

The album has already set iTunes record with over 800,000 units sold in three days. Some have even said that this is the best album of the year, as well as the best music moment of the year.…

Bamf! Nice try but you took us a step back with Mexico’s new brand identity

in Marketing

So, here is Mexico’s new brand identity. Personally, I don’t like it. The previous identity communicated much more of what Mexico is about. This one, while very clear and simple, does not. The video below is in Spanish, and, for the purpose of perception, that makes it a good test. Watch it, and ask yourself: Does it make me care?…

Innovation starts with needs but it doesn’t end there

in Innovation, Leadership, Marketing, Strategy

Businesses, either new or “me-too’s”, set out to fulfill a need in the marketplace. Whoever fills this need in a better way, usually is rewarded with profits for a long time. But, profits does not a sustainable company make. Though this particular story I’m about to tell you doesn’t talk about billions of dollars in revenue being evaporated, it does touch on the illusion of customer loyalty.

About 5 years ago, I started advising and then joined a celebrity baby clothing startup called Tuni&G which has a new line of newborn baby clothes for a boy.…

HBR’s 10 Must Reads: The Essentials

in Innovation, Leadership, Marketing, Strategy

HBR essentials

Last week I shared with you HBR’s 10 must reads on innovation. Today I’ll share HBR’s 10 Essential must reads.

Again, just click on the link and voila!…

What a small hardware store owner can teach you about creating value

in Marketing

Pepe PaezPepe Paez is a technologist with a deep enthusiasm for marketing strategy. With more than 10 years in the software development industry, he keeps a strong understanding of technology that goes where he goes and is part of his signature in new projects. Most recently, his interest and expertise revolves around Pricing Strategy and overall Strategic Marketing, where he tries to disrupt thinking by going back to basics.

He likes to spend his time between finding new things, being silly with his family and trying to actually enjoy a yoga class. You can find Pepe on Twitter, LinkedIn or email him directly pepe@obsidian.mx

The importance of understanding value

Don Roberto is the owner of a small hardware store in northern Mexico, on a whim he decided to buy a few pallets of wood boards from a wooden pallet facility near Asheville, NC; after a couple of weeks he noticed customers were not buying any of the boards because he bought them at regular retail price. His was deemed too expensive.

At this point in the story, what would you do?…

PlayStation’s Immortalization Strategy leverage’s social media’s strenght

in Innovation, Marketing, Strategy

This gave me Goose Bumps! No really it did. That’s because I’m a gamer and loyal PlayStation owner. I empathized with this video immediately. I know almost every single character in that trailer and it gave me goose bumps watching them all interact.

This is AWESOME!

Long Live Play is PlayStation’s new campaign aimed to celebrate YOU the gamer:

Long Live Play honors gamers from all walks of life and recognizes you for making PlayStation who we are today.…

How to get your ideas heard

in Creativity, Innovation, Marketing

We all have different creative styles, we all get our ideas differently. But what will set you apart is how you communicate them, that means not just verbal communication but visual presentation.

This isn’t a new idea, but in a world where people still like to sit down and discuss things before doing them, taking the initiative and coming up with a mock-up or prototype will go a long way in getting people to hear and experience your pitch.

I read this article in fortune magazine where it states that you should let your boss take the credit for your ideas but not your peers. But there’s a point not examined that’s getting your ideas heard first.

How do you do that?…