Gen X is the generation that got stuck between two transitional generations: Baby Boomers and Millennials, which is a curse in white-collar professional life. Let me explain to you why. Baby Boomers is the post war generation, and they learned to take politics and power games seriously. They are sceptical, they do not give trust […]
It is so interesting to see how cultures and values shape our personalities and choices. I was reading this article and I found myself getting angry about the encouragement around “faking confidence” which is positioned as better than being modest. I faked confidence myself many times, sometimes you need to do that. Sometimes you fall […]
Web Summit 2018 happened with almost 70k participation figure. It was big, it was very well organised, it was crowded, it was awesome and it was tiresome. As professionals who are getting experienced, we grow assumptions which come with expectations. For example; we expect it to be crowded, we expect to have good wifi, we […]
I have been waiting for a while to write this article. It is about my favorite brand that I served for 6 years. Six years in a big multinational is definitely not enough to say I know it all… However, it is definitely enough to feel a belonging. And belonging is such a strong feeling […]
I love ‘segmentation’ in general, being able to see things in well-defined segments is such a relief for my engineer mind. Defining commonalities and determining patterns around relevant characteristics is not only practical but is insightful, as well. And life is full of segmentations: age groups, SES, personality types, astrology signs, literature genres, supermarket shelves, dog breeds, […]
WARC’s Cannes Lions Creative Effectiveness Awards summary perfectly resembles the importance of using traditional media and social media in sync. The discussion about traditional media’s relevance loss seems to be still premature as well as social media’s reach power in this fragmented media landscape. If those two are orchestrated together with a well curated content pool, effectiveness follows. […]
I was reading the article of Joe Pantigoso on brandchannel. The references he uses and their associations are very familiar, yet well simplified. His way to define the segmentation of brands is neat and memorable. Since we all know the shades of being an emotional brand, it is easy to match your own terminology with his. […]
It is odd that marketeers cannot easily revise the fundamentals of communication nowadays. Simplification got harder. That is not quite enough to explain why they cannot do it. In my opinion they do not rush it, because they make money using the old school techniques. Their way of business, their metrics and their picture of […]