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Nowadays, when we hear about a marketing and advertising campaign , one of the first concepts that comes to mind is something "new and shocking." The campaign must certainly be shocking so that it catches our attention at first, or else, introduces a concept, a preference or a need into our ...

Repetition and patterning bore the brain. Reflection is much deeper, but the result is that simple. The brain loves innovation, novelty that is not dangerous, that which it considers a stimulus.

In this way, everything that is part of the daily landscape and that is repetitive does not attract the ...

Philip Kotler is considered the father of modern marketing. With a career spanning over 30 years, he is one of the most influential people in the world of management. His book "Marketing Management" is considered the founder of the discipline. Professor at the Kellogg School of Management and ...

When asked what she wanted to be when she grew up, 5-year-old Renata replied, after some thought: "I would like to sell something that everyone wants to buy."

This astonishing response from a 5-year-old is a good idealization of the reason for marketing. In fact, for many years the mystery of the ...

In technology, technological legacy is often discussed. For example, in the field of software development. This legacy, a reflection of how development begins and the technologies used from the start, can have very positive aspects, but in the long run it creates restrictions that limit the ...

Marketing has a thing for assigning a numerical surname to almost everything it touches, creating a before and after in every product and trend, leading to obsolescence and rediscovery of the product or service in question: we watch El Hormiguero 3.0, play with the Play Station 4, update to Android ...

It is interesting to see how a 1960 article, "Marketing Myopia" by Theodore Levitt (Harvard Business Review) can help us contextualize current business positions and visions.

The text deals with the development and the business culture, pointing out as "short-sightedness" the lack of vision of the ...

It is clear that, for now, it is the brand that must take the initiative, that must "declare" itself. The market lets itself be loved but, far from remaining silent, it proclaims its love and sends out frequent signals that show its interest in maintaining the relationship - which is obviously ...

Which has concluded that cheap meals have a direct relationship with doctors prescribing certain medications. It is not a conscious effect or a rational decision, but rather they simply liked the detail of being invited to pizza or whatever (these are sponsored meals served to doctors) and they have ...

The target audience is becoming elusive, moving through territories that marketing and communication must reconquer. Immersed in hyperconnection, our target is dynamic, changing and, at times, capricious.

Here, then, is the panorama: language and communication processes that were unknown until ...