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Nuevo libro sobre estrategia de marcas

En octubre de 2014 los profesores David Aaker y Roberto Álvarez del Blanco han publicado el libro “Las Marcas según Aaker: 20 principios para conseguir el éxito”, Editorial Empresa Activa, Barcelona.

Un objetivo del libro es presentar de manera sintética y compacta algunos de los consejos más útiles sobre marca y sus prácticas organizativas en “20 principios esenciales”. Estos principios pretenden facilitar un total entendimiento de la marca, desde su estrategia a la cartera de marcas y la construcción de la misma que toda organización, profesional de marketing y estratega de marca debe conocer.

El segundo objetivo es generar una hoja de ruta para la creación, realce y aprovechamiento de la fortaleza de la marca. ¿Qué pasos son necesarios para crear marcas fuertes? ¿Cuáles son las opciones en la trayectoria? ¿Cómo mueve el estratega la marca o la familia de marcas al siguiente nivel para convertirla en una fuerte conductor de fortaleza?

Los veinte principios describen conceptos y prácticas extraídas de ocho libros que los autores han publicado en los últimos años sobre la materia, que construyeron los pilares para el nacimiento y desarrollo de la gestión de marcas (conocida como branding) a nivel mundial.

Foto Dave Roberto_v2

Mejores aportaciones de marketing mediante información del cerebro

En mayo de 2014  Roberto Álvarez del Blanco reflexionó en Bretton Woods  sobre los resultados de recientes avances  en  la investigación con resonancia magnética funcional (IRMf) que pronostican las preferencias del consumidor e, incluso, comportamientos futuros de compra. Los datos han sido utilizados para predecir la compra futura de productos de alimentación y toma de decisiones financieras hasta dos semanas posteriores a la obtención de la información. Los usos actuales de neuromarketing generalmente se enfocan en cuestiones específicas sobre productos y diseño de marcas, o para predecir el éxito de una campaña publicitaria. Sin embargo, otros dominios pueden verse favorecidos. Uno podría ser esclarecer cómo diferentes sociedades y culturas se vinculan a las organizaciones, anuncios publicitarios y marcas. Constituye un aspectos relevante de cómo neuromarketing puede contribuir a que las organizaciones comprendan mejor a los consumidores globales, y a diseñar  estrategias  específicas , “hechas a medida,” para la gestión de marcas globales.

Investigación sobre belleza intencionada  del cerebro

En julio de 2013 Roberto Álvarez del Blanco finalizó la conceptualización de la investigación sobre la belleza intencionada y el cerebro y su pronóstico en el futuro. ¿Qué sentimos o experimentamos cuando estamos expuestos a una marca considerada hermosa? Parecería que incita, incluso requiere, el acto de réplica. Cuando los ojos ven a una marca hermosa, las manos desean  tocarla. La belleza es un valor real y universal, arraigado en nuestra naturaleza racional y emotiva. Es esencialmente activa, nunca pasiva.

La cuestión es cómo predecir los “constructores” en el imaginario que constituirán la sublimación de la  belleza en las próximas décadas.  Qué aspectos de la vida moderna y del consumo deben observarse para realizar estas predicciones.  Será interesante descubrir el lenguaje de la nueva belleza intencionada de la marca. El paisaje que cree la belleza intencionada estará “pintado” por la fusión y la confusión de modelos y normas estéticas o por su yuxtaposición y cohabitación.

Cuando nos exponemos a la belleza intencionada de la marca, el cerebro activa sistemas básicos neuronales, como percepción visual, reconocimiento visual, memoria, emociones positivas y otros mecanismos generalmente vinculados con la visión de objetos. Instintivamente, nos movilizamos por la hermosura; la belleza nos moviliza.

Investigación en Rockefeller University

Durante los meses de junio a septiembre de 2012 Roberto Álvarez del Blanco asistió, en carácter de Visiting Professor, a la Rockefeller University (RU) de New York. En este periodo conceptualizó la investigación sobre “Intentional Beauty and the Brain”. El objetivo es convertirla en la mayor investigación jamás realizada sobre este tema, con el rigor y sofisticación científica que caracteriza a la RU.

La belleza es universal. Los seres humanos la sienten y disfrutan experimentándola. Su percepción es esencialmente activa (nunca pasiva) y la exposición a ella despierta una serie de emociones y sentimientos. Cuando se expone a la belleza intencionada, el cerebro responde automáticamente, incluyendo la participación de los sentidos.

El análisis de cómo se manifiesta el comportamiento estético en el cerebro permite comprender las bases neuronales de la percepción, memoria, emociones y comportamientos. La percepción de la belleza se vincula con la evaluación de armonía, elegancia, proporción de los objetos, charm, dependiendo de una serie de factores del estímulo, como simetría, complejidad, novedad, familiaridad, estilo, estatus social y preferencias individuales. La investigación considerará a la belleza desde la calidad noética y bajo perspectivas hiperestésicas.

En la fotografía acompañan a Roberto Álvarez del Blanco , Michael Menz y Derek Lu, estudiantes becarios en RU, adscriptos al Laboratorio de Física Matemáticas.

elBullifoundation

El cierre de elBulli, considerado como el mejor restaurante del mundo, el 30 de julio de 2011 dio inicio a un nuevo hito: la creación de una nueva organización elBullifoundation que surge como un universo para generar creatividad. El objetivo es configurarla como espacio estelar de conocimiento, en el nuevo paradigma de la cocina para las próximas décadas. Girando sobre la creatividad, el espacio es integrador e interdisciplinario ya que el proceso creativo se vincula a la reflexión filosófica, las artes, las ciencias, la práctica y la tecnología.

Para contribuir a la mejor conceptualización del proyecto se concibió realizar un gran concurso de ideas con los estudiantes del programa MBA de las más prestigiadas escuelas de negocios del mundo, para que sus mejores talentos participaran en el diseño del modelo de la fundación. Ha sido la primera vez que se realice un concurso de esta naturaleza y a esta escala. Sobre todo, pensando en crear algo desde la nada, que obliga a conversar con el futuro y a plantear ideas out of the box”. Con el patrocinio de Telefónica, se puso en marcha el “Ideas for Transformation, Global Ideas Challenge Competition”, para el año académico 2011-2012.

En junio de 2012, en Barcelona se entregaron los premios a los tres equipos ganadores: “Team A” y “Team Duende” de la Harvard Business School, y “Team LBS, S.A.” de la London Business School.

 El jurado estuvo integrado por (de izquierda a derecha): Richard Poston, Director Corporate Affairs y Chairman de Telefónica Europa; Belén Amatriaín, Directora Corporativa de Marketing Global y Marca, Telefónica; Russell Winer, William Joyce Professor of Marketing, Stern School of Business, New York University y anterior Excecutive Director, Marketing Science Institute (MSI); Louis Stern, John D. Gay Distinguished Professor Emeritus of Marketing, Kellogg School of Management, Northwestern University; Ferran Adrià, considerado, muchos años, como el mejor chef y una de las 100 personas más influyentes del mundo; Joseph Stiglitz, Profesor en Columbia University y Premio Nobel de Ciencias Económicas (2001) y Roberto Álvarez del Blanco, profesor de marketing, IE Business School quien concibió y diseñó el Concurso de Ideas.

Steve Jobs, maestro de estética tecnológica

En cada producto que diseñaba Steve Jobs, no sólo se encargaba él de introducir la mejor tecnología posible, sino que se encargaba de que esa tecnología tuviera belleza a la hora de utilizarla. En todos los modelos se puede distinguir que nunca fueron concebidos y producidos al azar. Se puede percibir que todo está minuciosamente estudiado para que sus atributos resuenen, impresionen a la vista y logre hacer complejo poder describir con palabras la belleza intencionada que pueden irradiar. La filosofía de Steve Jobs de sencillez, perfección y belleza impregna la cultura organizativa de Apple. La visión de Steve Jobs es evidente en una de sus frases, “cuando eres carpintero y produces un hermosa cómoda no deberías usar aglomerado en la parte posterior. Aún cuando sabes que será invisible, ya que estará junto a la pared y nadie la verá. Sin embargo tu sabes que está allí, por lo que deberías usar una buena pieza de madera. Para poder dormir tranquilo por las noches, la estética, la calidad tiene que desarrollarse en absolutamente todos los aspectos y atributos del producto”.

Steve Jobs fue uno de los visionarios más significados del siglo XX y, probablemente, también lo sea del siglo XXI. Asimismo, creó una de las empresas más importantes del mundo, no solo por lo que ha generado a nivel económico sino por lo que ha supuesto para la innovación tecnológica y, quizás más importante, por su filosofía de los negocios; todo inspirado en uno de sus principios de  Inventar el futuro.

Al famoso axioma de la Bauhaus, “la forma sigue a la función”, Jobs lo modificó y completó por “la forma sigue a la emoción”. Para él, el diseño debía ser sencillo pero con un espíritu expresivo, y uno de los elementos clave que se perseguían en el diseño de Apple era conseguir que los productos fueran instintivamente fáciles de utilizar. Lo consiguió y creó una forma de trabajo que condicionó sin duda a todo lo que vino después. Ya en el texto del primer folleto editado por Apple figuraba la proposición: “La sencillez es la máxima sofisticación”. El logotipo de la marca, representado por una manzana con un mordisco, activa en el cerebro de las personas la misma área que se ilumina cuando se está expuesto a símbolos religiosos. Su diseño es un ícono contemporáneo.

Para honrar el legado de Steve Jobs, el 7 de octubre de 2011 (previo a sus exequias) Antonio Botas, Director Global de Publicidad y Patrocinio de Telefónica; Ferran Adrià, considerado el mejor chef del mundo; Roberto Álvarez del Blanco, profesor del IE Business School; y Eric Stein, coordinador de negocios Google/DoubleClick, visitaron la casa  de Steve Jobs en Palo Alto, California, para rendir homenaje a su extraordinaria trayectoria.

Neuromarketing

El 9 de mayo de 2011 se presentó en la Fundación Joan Miró de Barcelona el libro “Neuromarketing, Fusión Perfecta: Seducir al cerebro con inteligencia en tiempos exigentes”. El acto al que asistieron más de 320 invitados contó con la participación, además del autor, de la profesora del IE Business School, Teresa Serra Rexach, del chef Ferrán Adriá, del científico Jordi Camí, del arquéologo Eudald Carbonell (representado por el antropólogo Jordi Agustí), de la perfumista Betina Perisson y del diseñador David Espluga. También participaron el patrono de la Fundación Joan Miró, Sr. Josep Colomer y el editor de Pearson Educación, Sr. Jesús Domínguez Sardón.
El acto fue retransmitido, vía Internet, a 22 universidades de 10 países

 

NEUROMARKETING

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Teoría de Juegos

Desde su creación, entre la década de 1930 y de 1940 por John von Neumann y Oskar Morgensten, la teoría de juegos ha probado su valía en el análisis económico, con relevantes implicancias para el análisis del mercado. En 1994 la Real Academia de Ciencias de Suecia otorgó el premio Nobel de Economía a los profesores John Harsanyi, de la Universidad de California, Berkeley, a John Nash, de la Universidad de Princeton y a Reinhard Selten, de la Universidad de Bonn por sus contribuciones, desarrollos teóricos y enfoques prácticos realizados desde 1970 en el análisis del equilibrio en la teoría de juegos no cooperativos.
La disciplina de neuromarketing estudia todo tipo de comportamientos interactivos entre individuos bajo diversas circunstancias sociales con perspectiva neurocientífica. Asimismo, interesa analizar el paradigma de las emociones en las decisiones, para poder medir rigurosamente el gap entre emoción real y la emoción expresada. Luego se comparan con las consecuencias económico-financieras de la estrategia del “juego emocional”, pudiéndose documentar consecuencias muy interesantes.

 

El Profesor de la Universidad de California, Berkeley, John Harsanyi (1920-2000) es acompañado por el profesor Roberto Álvarez del Blanco y su señora en la ceremonia de entrega del Premio Nobel de Economía 1994, celebrada en Estocolmo el 11 de diciembre de 1994.

 

Tú Marca Personal

El 15 de septiembre de 2008 se celebró en la Font del Lleó de Barcelona la presentación del libro “Tú®, Marca Personal” a la que asistieron más de 250 invitados. El acto contó con la presencia y participación, junto al autor, del Exmo. Sr. D. Juan Antonio Samaranch, M.Hble. Sr. Pasqual Maragall i Mira, Dr. Santiago Dexeus, Sr. Ferrán Adríá, la arquitecta Benedetta Tagliabue y el creativo Nacho Rufín

TU MARCA PERSONAL

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El Autor

Roberto Álvarez del Blanco

Es una de las principales autorida- des internacionales en marketing y estrategia de marca. Profesor del IE Business School.

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