Martketing, the Heart and the Brain of Marketing, book by our CEO Javier Sánchez Lamelas, has been awarded with a 5-star review on Reader's Favorite.
Back in 2010 I decided to change the way my teams were structured and organized in Latin America. I moved the marketing departments from a tailor shop way of operating to a "prêt-à-porter factory". Or better said: a marketing factory.
After several positions in a world full of detergents and fabric softeners, I became the flamboyant Brand Manager for Mr. Proper - P&G’s flagship household cleaner. It was 1991. There I was, immersed in developing a superior formula to deliver on the brand promise: “It cleans better.” After some back and forth I recommended a full re-launch, including a “new and improved” product, new packaging, new graphics and new advertising that clearly flagged the upgrade. “Approved”. I was thrilled, and pretty sure we were about to gain some good market-share points.
Nuestro CEO, Javier Sánchez Lamelas, estuvo en la XIX Edición del Festival "El Ojo de Iberoamérica", que se celebró el 2 de Noviembre en Buenos Aires, Argentina.
Some people have a faulty understanding about what the word “strategy” means, yet they use the term as if they knew everything about it. And I know some of you are thinking, “Javier, give me a break; that’s impossible—” as you read these lines. But it is. When you finish the following paragraph, you’ll probably realize you’ve misused the term more than once.
It is said that half the money spent on marketing programs doesn’t bring any return … the problem is we don’t know which half works. In fact, John Wanamaker made this statement many decades ago. Since then, the problem has yet to be resolved. My hope is that by answering some of these questions, I can help identify the half that works, make it more powerful, and at the same time spot the other half and eliminate it from our marketing plans.