Blog about Marketing, Communications and New Tech

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Marketing and New Technologies

fewer computers
I want less devices and I have to choose

I want fewer computers

Desktop, laptop, tablet, or phone

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I only want to have three computers. Two would be even better. Desktop computer, laptop, tablet, mini tablet, smartphone. There are too many devices. It is expensive to have everything, but it is also hard to keep them updated.
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No smartphone
Without phone but with a computer in the pocket

No smartphone

Life without a smartphone

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I have no smartphone, in fact, I do not want a phone. At the same time, I love technology. I like it so much that I professionally develop apps for phones. Marketing and new technologies are not only my job, but they are also my passion.
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Small groups, big impact
To meet relevant customer needs, focus on small groups

Customer needs

Satisty needs of small groups, make big impact

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To satisfy customer needs what works best is to solve a big problem for a small group of people. The best products and services, the most useful, focus first on small segments. With that specialization, they can solve problems that are relevant. Small companies can help a few a lot. They can make a significant impact. That is an advantage over multinational corporations.
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Resolution is not enough
We need computer monitors with good specs but also design and brand

External monitor for laptop

Specifications, design, and soul

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An external monitor could be essential for a laptop. Many products in the market pay attention to the resolution. But no one seems to prioritize the industrial design and the brand. MacBook consumers have a particular sensibility for those elements. There is a need in the market that no one tries to satisfy.
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Pro Tech
Pro meaning in the tech world

Mac Pro users

What does Pro mean in Apple?

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Apple has a line of products with the word "Pro" at the end of the name. Examples include Mac Pro, MacBook Pro, and iPad Pro. They are the most powerful and expensive in their category. The term has also become a way to designate a type of Apple user. Perhaps it is more generic, a tech user. But, what exactly is a Pro?.
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Introduce information into the computer and preserve the privacy
The future of keywords has to find a better way to introduce information into the computer and preserve its privacy. Voice is not the answer

Future keyboards

The future of computers. Keyboards and mouse

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In the previous posts, I talked about the future of computers. I pointed out the marketing strategies that are on the table both for the short-term and mid-term duration. Today, I will talk about the future of the keyboard and the mouse as they play a significant role in the future of computers.
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The Touch Bar is a marketing distraction
Thin, light and Touch Bar are distractions for Pro users

The future of computers (part 4)

MacBook Pro technology and marketing

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Thin, light and with a Touch Bar that substitutes the function keys. That is what you hear about the MacBook Pro 2016. It is the Apple laptop for professionals. Thin, light Touch Bar are marketing distractions. I think Apple focuses the attention in the wrong place. For a professional, none of those things can solve any of their main problems. The other technical features have a second place in the communications. That gives the image that the MacBook Pro is not Pro.
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Touch - Cloud - Virtual
Touch, Cloud and Virtual encompass different technologies and marketing strategies (See the full infographic inside)

The future of computers. The infographic

What will computers be like in the future. Touch, cloud, virtual

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The future of computers in a simple imfographic
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Touch - Cloud - Virtual
Now Touch and Cloud, then Virtual

The future of computers. Part 2

Mid and long term

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I think the future of computers and its marketing strategies have three big chapters. Touch, cloud and virtual reality.
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Future letters that fade away
The close future strategy is well defined

The future of computers. Part 1

The near future

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Computers with touch screens or more powerful tablets? Microsoft sees the future of computers with the touchscreen. Apple thinks the iPad is the future of computers. They both make technology evolve from two different starting points. They also represent two marketing strategies.
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Voice Assistant. Comparison Siri, Alexa, Google and Cortana
(See the full infographic inside)

Voice Assistants, the graphic

Comparison between Siri, Alexa, Google and Cortana

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All the big players in the tech world are developing technologies to recognize the voice. There are significant differences in the marketing strategy.
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A can with personality
Alexa gives life and personality to a speaker

Amazon Assistant, the marketing behind

The brands Echo, Dot, Tap, Look, Show and Alexa

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Amazon has an ecosystem of devices and technologies designed to give information. The user can activate it only with the voice.The Amazon Assistant has different Brands: Echo, Tap, and Alexa. The role of each one is precise. The technical structure is well-organized. But from a marketing point of view, it is confusing.
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Voice Assistant is the new way to sarch
The voice assistants are search engines and much more

Voice Assistant, the marketing behind it

The Intelligent Personal Assistant Strategies

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There are new technologies that let us have information using only our voice. All the big players in the tech world have its system. Siri, Cortana, Alexa, Google. Here I will talk about the marketing differences, and the strategy in each case.
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Marketing Clon
They copy Apple. They copy the brand, the marketing

Apple Copy. Steal the soul of a Brand

Copy brand, marketing, communications and advertising

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Most of the big and growing companies copy each other's technology. It is an imperfection of the system, and we are all trapped there. What is harder to understand is when they try to emulate the design, the tone, the style. That is like stealing the soul of a brand.
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Reactionary Tech
They duplicate and forget innovation. The five big copy each other and forget their core competences

Duplicated products

The problem was already solved by the competitor

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We see a lot of new technologies that are reactionary. Each company makes their version of what the other has already done. They need to develop that technology to compete at the same level.
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Small and different
We need more small and specialized firms. The ones that seek for the difference

Copy and grow

Copy to grow, grow to survive

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When companies are big and growing everybody copies everybody. Products from different brands become similar.
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Growth-Innovation
Sometimes, small firms could be in a better position to innovate

If the company grows, who wins?

The priority to grow and the repercussions in society and innovation

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In a previous post, I explained why a lot of companies want to grow. It has benefits for investors, shareholders, executives and even workers. But, is it good for customers and, more importantly, for us as a collective? What are the repercussions for the society?
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I want to be small
Some companies are small and do not want to grow

Why do they want to grow?

Growth in public, private and family companies

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Being small is good. It has many advantages for the firm and many benefits for society. But I always hear talk about ways to grow. I think we should make a step back and consider why do you want growth? Is it good for everybody?
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Tesla letters in the brand
The brand frequently appears only with the letters

Tesla Brand (part 2)

Mission, environment, and founder in Tesla brand

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In this post, I will talk about the intangible things that conform Tesla brand: the mission, the environment, and the founder. It is the continuation of the post: Tesla Brand 1. There you can read more about the role of the technology, the physical features and the logo in the brand. You can read each one independently.
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Tesla logo
Tesla Logo, just a part of Tesla Brand

Tesla Brand (part 1)

Technology and logo in Tesla Brand

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The brand is the group of elements that distinguishes a product from another. Everybody thinks about the physical characteristics and the graphic. But many other elements build a brand. In Tesla, the mission of the company and the personality of the founder have a significant role. We all can learn from that brand, things that we can apply to smaller firms.
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A new way to group
A brand can represent a new way to group consumers

Segmentation and Brand to innovate

Innovation, marketing and brand. Part 2

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In mature markets where technology is not decisive, marketing and brand creation are crucial for innovation. The first step is to group consumers and users in a different way.
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solving problems at a profit
Marketing helps to solve problems at a profit

Marketing to innovate

Innovation, marketing and brand. Part 1

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We usually think that to innovate we must be in a new market that has a direct relation with new technologies. But in mature markets, where technology is not the nuclear activity, it is also possible to innovate.
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Soft brands
Apple product brands are "soft"

Apple product Brands

iMac, MacBook, iPod, iPhone, iPad are soft brands

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The graphic representation of the products in Apple is uncommon. I am referring to iMac, MacBook, iPod, iPhone, iPad. They are some of the most powerful brands in the world, but their graphic is "soft." The do not have color; they do not have a strong personality, they are close to plain text.
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Renew brand in Apple
Renew graphic that you can find here: apple.com/recycling/

Renew brand in Apple

Marketing, Environment and Recycling in Apple

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Apple has a graphic representation of recycling that I think it is relevant. When it appeared, there was no official presentation. Nobody commented it. Now still, it goes unnoticed.
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Old tech, new mk
You can apply new marketing to old tech products

Old brand, new marketing

Innovation in old brands

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They are innovative, funny, young, informal, joyful and... old, very old brands. We can apply these concepts to different products and services. Just a few and in exceptional circumstances were able to keep an old fashioned product and give it a new life. Some old brands can use new marketing.
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People, not brands
Liam, the iPhone killer, reminds me, Liam Neeson

Liam Apple marketing

Marketing, brand, and Environment in Apple

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On March 21, 2016, Apple presented Liam, a robot that helps to recycle iPhones. It disassembles the pieces of returned and damaged iPhones. Apple engineers have designed a machine the only job is to dismantle other Apple machines. Liam is an impressive technology and a significant step to helping the environment by recycling phones. But, more important than that, it is an example of well-planned marketing.
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People, not brands
What is important is how people feel when they use the brand

Brand does not matter

What is important is how consumers feel

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Technology defines the product and its characteristics. But we forget that what is more relevant for the user is how he or she lives the relation with that product or service. Features and technology are not an end but a mean. What is important is how the consumer feels when he or she is with our product.
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Facebook ads. Are they useful?
(See the full infographic inside)

Cons of Facebook advertising

Facebook advertising, pros and cons for companies and users

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Facebook ads are useful for Facebook. They are beneficial for small firms too. At least in the short term and some circumstances. But nobody talks about if they are good for the users. Click here to see an infographic with an explanation about the subject.
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brand to feel
I do not need to understand. I need brands that make me feel!

Brand experience, one step ahead

Brand sensations. The consumer feelings

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The user needs to feel. There is no time to understand nor reason. The consumer does not spend a lot of time thinking about our product. He usually does not analyze advantages and disadvantages in a cold way. We can go beyond the rational analysis. We can go beyond the brand experience, too. Sensations are what make the difference.
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Differences between traditional and New Advertising
(See the full infographic inside)

Online advertising vs traditional advertising

infographic comparison online offline

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Online advertising has a lot of advantages over traditional advertising. It can reach small groups of people at a low cost. That makes it a useful tool for small firms. But it has a lot of limitations too. It has to evolve to make it engaging and helpful to the end user. Click here to see an infographic I designed that could help to have a global vision of the subject.
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Do you love Facebook?
The quality of advertising affects Google and Facebook image

Online advertising

Facebook and Google advertising. The consumers

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I love advertising - TV spots that only have 30 seconds, a page in a magazine, the homepage of a website, a beautiful app on my phone. Sometimes they make me smile, think, move me, I can dream of new possibilities.But online advertising is not attractive for consumers.
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inter + tenere
Entertainment comes from inter + tenere. Share

Communication and Entertainment

Emotions first, data later

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I love advertising. TV spots that only have 30 seconds, a page in a magazine, the homepage of a website, a beautiful app on my phone. Sometimes they make me smile, think, move me, I can dream of new possibilities.
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form or brand
Feelings transform forms into brands

Your brand communicates what you feel

Love a brand, part 2

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Often, we communicate what we feel, both with words and gestures. When you love someone, you think good things about that person. You think that what they say is interesting. Perhaps, you might not agree sometimes, but you like the way they say it or the reasoning behind it. You think, for instance, that she has a big nose but even that is nice, or it is ok this way. And if you feel all those things, your words, but also, and your silences and gestures will reveal it.
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Love your brand, love your customers
We should love to be loved

Love a Brand

What can we do to make people love our brand

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There are some products that we buy for rational reasons. We are looking for some features at a reasonable price. They are not very important to us; we just want them to work and, from that point, we look at the lowest possible price. In those cases, the differences are not relevant, since they all are quite similar. We can consider in that category, generic brands or many of the things that companies buy.
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feel
when you forget design and text...

Communication strategy plan

Identify the heart of the brand

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In business communication, people focus their attention primarily on texts and designs: texts that make conversions or subscriptions; designs that are spectacular and make people share in social media. But today I will talk about what is beyond copy and image, in fact, what you remember when you forget the form and even the content.
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rebrand core values and illusions
>When we rebrand we rethink, restyle, redo the core values and illusions

Rebranding process

Marketing, concept and design to create a brand

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Rebranding studies the best way to make a brand evolve. The process encompasses the name, the design and what is around. Marketing and concept are the hidden part but perhaps the most important. The aim of rebranding is to reflect better the actual situation of the company or product.
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Without
Without Brand. Unbranded

Brand building process

Generic vs brand

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Brand building is a process for everybody. The generic brand needs to live under the protection of another brand. If your brand is generic, it just means that someone else has the control. If you want to evolve, improve and drive that process, you need to create your brand.
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3d versus force
3D Touch and Force Touch are different tecnologies and different marketing strategies

3d Touch technology and marketing

What does 3d mean. Marketing and brand behind technology

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3D Touch is a technology that lets the user perceive different levels of pressure on a screen. 3D Touch is also a brand. The marketing makes possible to condense and communicate a complex technology. But 3D Touch meaning is in construction.
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Relation between Management, Marketing, and Communication
Communication as part of marketing. Marketing as part of Management

Marketing, Communication, Brand

Strategy behind tech

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Lets talk about marketing, its most innovative and avant-garde aspects and the impact of new technologies in this field More
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