Connecting to excite audiences, the most used strategy in 2018
Now that we are halfway through January, we can take a few minutes to look back at 2018 from an advertising perspective. The past year has left us with a great legacy in terms of trends. If we understand advertising as just one more tool that companies and associations use to [...]
Innovation and Communication, the perfect tandem
The vast majority of professional disciplines that make up the global economy have been affected in one way or another by the emergence of the Internet and its development, progressively bursting in and transforming our day-to-day work. But if there is one in particular that is immersed in a real revolution, motivated by innovation, it is the Internet.
Branded content, an efficient tool for business communication
Digitalisation has transformed the way companies communicate their brand and product image. Because it makes communication bidirectional, allowing the company to optimise its actions to the maximum, as it has the capacity to analyse the target, the resources allocated to each action, and the return obtained [...]
Pierre Giacometti: "transformation is a communicative context of opportunities".
As part of its series of conferences 'New challenges, new answers', Deusto Business School and Madrid Foro Empresarial presented Pierre Giacometti (Nicolas Sarkozy's former communications advisor), who presented the main conclusions of his study: 'Companies facing the challenge of transformation: How do teams experience it, how to overcome resistance and convince?
Communication and customer experience
The emergence of customer relationship trends in recent years is mainly due to the rapid evolution of the market. The emergence of new business models and new ways of marketing them has changed not only the employment and professional landscape, but also the social landscape. One of [...]
Ice age communication and journalists
I would call him Mister Comapu And no, I'm not going to talk about any animal or endangered species. I am talking about what could be a new concept in the field of communication. And let me first clarify that I understand communication in a broad sense. Very broad. And, secondly, let me distinguish between what is [...]
And the most read is...
I don't know if you notice it, I'm sure many of you do. I'm sure many of you do. I do it frequently. I am referring to the most read in the digital editions of the media. Yes, that little box that shows which news items are the most read by Internet users. And I always look for it because that information [...]
Communicating with a conscience
Last Thursday I attended a meeting at the University of Deusto with José Manuel Velasco, president of Dircom, the association of communication executives that brings together more than 820 professionals from the most important companies and institutions in Spain. The association, with its headquarters in Madrid and presence in six other autonomous communities [...]
What is the difference between talking and communicating?
It is often said that the big difference between speaking and communicating is that the speaker only conveys information, while the communicator is also capable of arousing emotions in his audience. Kennedy is the best example. Emotions that move to action. This week marks the 50th anniversary of the historic visit of President Kennedy [...]
The five lighthouses
Organised by the Association of Advertising Agencies, last Thursday I was lucky enough to take part in a seminar in Bilbao with Ferrán Ramón Cortés, author of ‘La isla de los cinco faros’ (The island of the five lighthouses) and expert in communication. Three hours to reflect in a group on communication oriented towards building relationships: how to get people to understand the [...]
Aristotle and communication
To improve communication in our companies, perhaps we should go back to the origins. Recall the elements identified by Aristotle in Ancient Greece: What makes someone a good communicator? Let us remember the basics of any effective communication: ethos, pathos and logos. Ethos is essentially your credibility. The reason why people should believe what you [...]