Top Line Marketing Blog

Martketing receives 5-star review on Readers' Favorite

[fa icon="calendar'] Feb 21, 2017 11:30:06 AM / by Miguel Zapatero posted in awards

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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.

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TLM en la IX Jornada de Marketing y Publicidad

[fa icon="calendar'] Dec 19, 2016 9:00:00 AM / by Miguel Zapatero posted in events, marketing, awards

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How to build a Marketing Factory

[fa icon="calendar'] Dec 13, 2016 9:00:00 AM / by Javier Sanchez Lamelas posted in marketing

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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.

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The need for a new "Marketing Playbook"

[fa icon="calendar'] Nov 29, 2016 9:35:46 AM / by Javier Sanchez Lamelas posted in marketing

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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.

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El Futuro del Marketing

[fa icon="calendar'] Nov 22, 2016 9:00:00 AM / by Miguel Zapatero posted in events, awards

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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.

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The Wrong Marketing

[fa icon="calendar'] Nov 15, 2016 8:30:00 AM / by Javier Sanchez Lamelas posted in strategy, marketing

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Top Line Marketing at the 800-CEO-READ 2016 Awards

[fa icon="calendar'] Nov 7, 2016 9:46:56 AM / by Javier Sanchez Lamelas posted in marketing, awards

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The Real Meaning of Strategy

[fa icon="calendar'] Sep 8, 2016 11:18:05 AM / by Javier Sanchez Lamelas

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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.

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How does Marketing work? The different types of Human Brains

[fa icon="calendar'] Sep 7, 2016 2:56:40 PM / by Javier Sanchez Lamelas

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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.

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