Next week I will be participating in Portada’s 2014 Latam Advertising and Media Summit in Miami, Florida. I’m presenting an award on behalf of Scoopshot at the Online Video Forum that takes place on the first day of the Summit.
What are the expected takeaways? Marcos Baer (Publisher at Portada) talks about them here. I’m particularly interested in real time marketing and the interaction between design and technology.
It will also be amazing to be within a “stone’s throw” of where our sailboat was moored about 20 years’ ago (Bayside Marketplace!). When I was a kid, we spent a month in Miami getting ready for our trip through the Caribbean on our 111 foot sailboat. Exploration, discovery, marketing….they fit together, don’t they?!
Authenticity is what separates leaders from followers. Coherent actions that build on the reputation of an organization or leader are at the center of what makes a brand and a loyal following of customers, community, employees, —people!
We are skeptics. People sense “hype” and increasingly gravitate toward “real” experiences. Access to information, reviews, testimonials, stories etc. through various social media and community platforms have also made people demand more coherent and authentic actions from leaders.
To prove my point on the power of authenticity, here are a few phrases on authenticity:
Yes, in all my research, the greatest leaders looked inward and were able to tell a good story with authenticity and passion. – Deepak Chopra
“How can I differentiate my company in the marketplace?” My reply to every president, chief executive officer, or vice-president of marketing is always the same: “Why do you want to be different?” We are swimming in an overabundance of products and services. “Different” is no longer a differentiator. What is? Creating an authentic relationship with your customers. -Sohrab Vossoughi writing in Bloomberg’s Businessweek
“I had no idea that being your authentic self could make me as rich as I’ve become. If I had, I’d have done it a lot earlier.” -Oprah Winfrey
“Authenticity is the alignment of head, mouth, heart, and feet – thinking, saying, feeling, and doing the same thing – consistently. This builds trust, and followers love leaders they can trust.” -Lance Secretan
Authenticity may be considered a buzzword by some but its benefits go beyond buzz….being authentic can help you connect and develop long term (and mutually beneficial!) relationships with markets in Latin America. Here are some my articles in Spanish on the topic of authenticity:
“The real challenge in crafting strategy lies in detecting subtle discontinuities that may undermine a business in the future. And for that there is no technique, no program, just a sharp mind in touch with the situation.”
― Henry Mintzberg
Like “innovation”, “disruption” is becoming a buzzword – losing the real meaning behind the original theory made famous by Clayton Christensen.
I came across an incredibly clear explanation of disruption provided by the New York Times (it’s actually from an innovation report that was leaked last week). You can read it here (Page 16). I was drawn to this description through Ezra Klein’s piece entitled “Read the New York Times’ insanely clear explanation of disruption”
The key points:
1) The original disruption theory comes from Clayton Christensen’s study of things like the hard drive and steel industries where he realized that disruptive products tend to combine new technologies, cheaper production, and — crucially — worse products.
2) Poor quality and low profit margins of the new product prevent the incumbent business from recognizing the threat. (Also relates to Chris Dixon’s Good Ideas look like Bad Ideas see it here).
3) As the competitors experiment with the new production technologies they become better able to produce high-quality, high-profit products than the incumbents, and they eventually move up the value chain and disrupt the incumbent’s core business.
I have put together a selection of three of my favorite World Cup ads so far. Seeing as the World Cup is in Brazil this year (yeah, Latin America!) and represents the most important marketing and sporting event worldwide, I thought it appropriate to highlight some of the creative ads for the “Mundial” in this blog post. Enjoy!
Nike: Risk Everything Winner Stays
In this spot, Nike shows how kids transform into professional soccer players like: Cristiano Ronaldo, Neymar Jr., Wayne Rooney, Zlatan Ibrahimović, Gerard Piqué, Gonzalo Higuaín, Mario Götze, Eden Hazard, Thiago Silva, Andrea Pirlo, David Luiz, Andrés Iniesta, Thibaut Courtois and Tim Howard.
P&G: Fan Trainer
Mexican actor Eugenio Derbez is the “Fan Trainer” in P&G’s series honoring the “fans” of the World Cup.
DirecTV: Nothing Else Matters
And, last but not least, this World Cup ad is directed by none other than Oliver Stone. This DirecTV ad features Stone, David Luiz, Sergio Aguero and Radamel Falcao and promotes DirecTV Latin America’s coverage of Brazil 2014.
“Love all, trust a few, do wrong to none.”
— William Shakespeare.