The Company behind the Brand: In Reputation We Trust @webershandwick
Satınalma kararında ürüne olduğu kadar ana markaya yada şirkete olan güven de çok önemli.
Detaylı rapor: The Company behind the Brand: In Reputation We Trust”
‘english’
Level 5 Leadership: Leaders who are humble, but driven to do what’s best for the company
Seven Characteristics of Companies that went from Good to Great
- Level 5 Leadership: Leaders who are humble, but driven to do what’s best for the company.
- First Who, Then What: Get the right people on the bus, then figure out where to go. Finding the right people and trying them out in different positions.
- Confront the Brutal Facts: The Stockdale paradox – Confront the brutal truth of the situation, yet at the same time, never give up hope.
- Hedgehog Concept: Three overlapping circles: What makes you money? What could you be best in the world at? and What lights your fire?
- Culture of Discipline: Rinsing the cottage cheese.
- Technology Accelerators: Using technology to accelerate growth, within the three circles of the hedgehog concept.
- The Flywheel: The additive effect of many small initiatives; they act on each other like compound interest.
20 percent of CocaCola’s media spending goes to social media
Daha önce tweetlemiştim ama kaybolmasın diye buraya da ekliyorum.
For years, Coke’s advertising practically defined the times. To what extent do you feel pressure to create the next defining slogan or image?
The world of communication is evolving at a fast pace. In the past we needed premium advertising to create effective consumer impressions. Today consumers are much more empowered. You need to communicate with them. We have more than 33 million fans on the Coca-Cola Facebook page—the largest Facebook page of any single brand—and it wasn’t even created by us. You still need great advertising, but that’s just part of a dialogue.
That’s the challenge: To what extent do you control the message? Coke has had to deal with things like those viral videos that show people putting Mentos in Diet Cokes and creating giant fountains. Do these things cause concern? Or do you try to embrace them?
It’s not just that you can’t control it—when you try, it backfires. You have to understand consumers: They would like to be heard. It’s a question of cocreating content. Five years ago social media was 3% of our total media spend. Today it’s more than 20% and growing fast.
What’s the value, exactly, of those 33 million Facebook fans?
The value is you can talk with them. They tell you things that are important for your business and brands. Today consumers are buying products not just for the quality but also because they believe in the character of the companies that produce those products.
via HBR
New online courses at Stanford University
Computer Science
- Game Theory http://www.game-theory-class.org/
- Design and Analysis of Algorithms I http://www.algo-class.org/
- Cryptography http://www.crypto-class.org/
- Software Engineering for Software as a Service http://www.saas-class.org/
- Natural Language Processing http://www.nlp-class.org/
- Computer Science 101 http://www.cs101-class.org/
- Human-Computer Interaction http://www.hci-class.org/
- Probabilistic Graphical Models http://www.pgm-class.org/
Entrepreneurship
- Lean Launchpad http://www.launchpad-class.org/
- Technology Entrepreneurship http://www.venture-class.org/
New online courses at +Stanford University
Ken Robinson says schools kill creativity
Sir Ken Robinson makes an entertaining and profoundly moving case for creating an education system that nurtures (rather than undermines) creativity.
He is called “Sir” for a reason. Fun to watch, kind of scary to hear the truth.
