BRANDING, MARKETING and ADVERTISING

Since the COVID19 pandemic was declared at the beginning of 2020, the digital presence for companies has become much more important than in 1998 when I started designing websites and 99% of companies did not even know what a website was, much less, they were thinking of investing in a website. Today, our website is the face of our brand, and the first impression is the most important. When mobility and travel become increasingly difficult, the trend is to buy online . According to the Financial Times, the list of winning companies during the pandemic is headed by Amazon , followed by Microsoft, Apple and Tesla . What is the secret of this success? It really is something simple to explain, a robust online sales strategy and a clear commitment to an excellent design of their websites has helped them to place themselves in the first positions of winners. According to this same source, 65% of the companies that occupy the list are from the US, What have they done differently? In the first...

There are clients that, despite being small in the number of employees, are largely due to the quality of services they offer and the dimension of the projects in which they participate. This is the case of Pedrifilms , a company in the audiovisual sector dedicated to the production and design of professional sound. Their most recent achievement and of which they can be most proud is being selected as candidates for "best sound" in the Goya 2021 awards in its 35th edition , these being the most important film awards in Spain, with the film " Rosalinda ". Despite not having many employees, they have more than 20 years of experience carrying out projects around the world, and for professionals in the film and audiovisual sector in Spain, Pedrifilms is well known, since they have participated in mythical Spanish series, reality shows, and films such as: Hermano Mayor (Big Brother) Águila Roja (Red Eagle) El Internado (Boarding School) Granjero Busca Esposa (Farme...

Would you commission your plumber to repair your car's engine? Does the baker cut your hair? Would you trust your mechanic to perform a heart operation? Everyday professional intrusion is more common where unqualified employees (freelance or staff) make decisions for which they are not prepared within companies. Representing the image of a brand is a great responsibility. Even if your products are wonderful, if your image is mediocre, you will not achieve the success you deserve.  Starting a business is expensive, creating a brand requires a lot of investment. And why is there professional intrusion? This does not only happen in Taiwan, it's common throughout the world, marketing departments, communication departments, etc...  In some cases, the managers in charge do not have specific training to recognize the professional shortcomings of their employees, or they do not have time to supervise the work they do, so everything seems fine to them because they have their eyes close...

Having good branding to get our products or services to the global market is absolutely essential. In Taiwan, there are many companies with extraordinary products, but for certain reasons, they do not have access to communication agencies that can understand their business and give them a brand image that can lead to success outside the island. One of the main reasons is that in Asia there is a shortage of agencies that know and understand the global market, there are no agencies with decades of experience in America and Europe and that also operate in Asia and the agencies that operate in this market are extremely expensive. For these and other reasons, not all companies in Taiwan have access to this type of service, due to the high costs of renowned international agencies, large commissions, and high prices for their services. The key to helping these companies is knowing how to offer personalized services according to the needs of each client, as is the following case study of the c...

Years like 2020 make it very clear that marketing is a discipline in constant evolution and companies that do not evolve at the same speed, run the risk of getting stuck and not being able to evolve as the competition will surely do, as I mentioned in my previous post . There is a set of tactical techniques or tools such as Marketing Mix, which are a combination that allows us to align our strategy to achieve our objectives through the famous 4Ps introduced by E. Jerome McCarthy in the 60s, which evolved to become what Now they are called the "7Ps of Marketing" or as I like to call them: "Fantastic 7P" . This has not happened now, Bernard Booms and Mary Bitner changed this concept in 1981 when they proposed to apply the concept of the 7Ps  since at the end of the 70s the marketing specialists had recognized that the Marketing Mix had to be updated and this new conception reached a high degree of acceptance throughout Europe. Well-coordinated, the 7P of Servic...