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I'd like to share with you what I think is one of the best approaches I've ever heard when it comes to define the so-called word "insight." “At the heart of an effective creative philosophy is the belief that nothing is so powerful as an insight into human nature, what compulsions drive a man, what instincts dominate his actions, even though his language so often camouflages what really motivates him. For if you know these things about a man you can touch him at the core of his being” - Bill Bernbach

Article Bibliography David Luna, Torsten Ringberg, and Laura A. Peracchio. "One Individual, Two Identities: Frame-Switching Among Biculturals" Journal of Consumer Research: August 2008 Abstract Bicultural bilingual individuals have incorporated two cultures within themselves and speak the languages of those cultures. When cued by a particular language, these individuals activate distinct sets of culture-specific concepts, or mental frames, which include aspects of their identities. Three studies show that language-triggered frame switching (i.e., switching from one set of mental frames to another) occurs only with biculturals, not with bilinguals who are not bicultural. The studies uncover frame switching at the within-individual level, and they include both qualitative and experimental evidence. They also provide a methodology to identify the relative activation strength of specific mental frames in different languages. The following are my four KTA: There are two categories...

Because today is Saturday, I have some really cool and different video to share. If you know me, or have read my background, you know that Coldplay is one of my favorite bands. Their music is innovative and different... as a matter of fact, they have sold over 40 million albums since their inception in 1998. Some of my favorite songs include Everything is not lost , The Scientist , and Viva La Vida... But for today's blog posting, I will not be sharing any of the videos for those songs, but a new video... the video for Life in Technicolor. Now thinking from a brand's POV wouldn't you agree that it is incredible that a brand that is now 10 years old and known world wide wants to still be innovative? How old is your brand (or the brand you are working for/on? Are they/you doing something to be known as a brand that is willing to take risks?

Yes, in times of crisis we are capable to do almost everything when we read the word "free". On Tuesday I went to Chik-fil-A and got my favorite chicken sandwich, the regular # 1. With my purchase they gave me the flyer you are able see on the picture. First, I must tell you that I absolutely love Chik-fil-A's sandwiches, I love the flavor, the store experience, the ad campaign... everything about them! So, I looked forward all week to go down to the restaurant on Saturday morning. The only thing I wasn't completely sure about was to go there wearing my pj's. It was a first time for me, but at the end I didn't care for the embarrassment. To my surprise (and really... it shouldn't be one) I was not the only one in there. For the first time, I felt part of an elite group of "smart" consumers that know what we want, and don't mind to show it off. Now from marketer's perspective, I believe these type of promotions work well because not only i...

What are your 09 resolutions? Lose weight, spend less, vacation, go back to school, get a new job, get a promotion, write a book??? Whatever they are, I'm sorry to be the bearer of bad news, you are not the only one. Which brings me to the spot below, Extra Gum. Knowing how the recession (or economic downturn) is shaping consumers behavior, Extra's creative and strategic approach decided to jump on the wagon and make sure they let the consumer know that they know what is going on in their minds. As you are looking at the spot below, think of the following questions: To what consumer is this spot talking? What is the insight behind the execution? Media placement? who is Extra competing against? As I mentioned on the title of this posting, 09 will be all about staying home, maximizing in-home resources and spending less money... in other words, coping with recession, or as Ann Mack from JWT said, "recessionary living." With this in mind, marketers/advertisers need to be...

Today is Friday, and with that in mind, today's posting is just for the sake of sharing a good spot. I've worked on the beer business for over a year and I have to say that advertising is usually driven by delivering spots on equity, liquid creds , heritage, etc... but not necessarily driven by humor and sprinkling the brand here and there. What makes me like the spot below so much is the way they integrate brand cues throughout the spot. Personally, I believe that spot below is one of the funniest beer spots I've seen lately... And to leave you with some thought starters... How is Bud seen in Argentina? Does it go with the brand personality? Does the spot deliver on taste, heritage, etc???

Quien iba a pensar que los medios masivos de comunicación evolucionarían de tal forma que actualmente forman ya parte esencial de la vida de muchos consumidores. Hoy en día , podemos decir que no se trata de cuantas personas puede alcanzar la televisión, la radio, o el Internet, sino por el contrario, de la capacidad de accesibilidad y rapidez que estos puedan ofrecer. El consumidor de hoy demanda el aquí, el ahora, el donde sea y lo que sea. Desde pequeño he sido un amante efusivo de los deportes, sobre todo del fútbol soccer y el fútbol americano. Siempre he tratado de seguir la cobertura de la NFL, mundiales, fútbol Mexicano, UEFA Champions League. En fin, todo lo relacionado con estos dos deportes. En contadas ocasiones (por alguna extraña razón sobre todo juegos de playoff de la NFL y partidos importantes de algún mundial) me quede sin ver o escuchar varios juegos ya que me encontraba lejos de un televisor, o el radio no captaba la señal, o nadie estaba transmitiendo nada. Recuerd...

When people think of planners, they think the following... In an ideal advertising world we would like to be seen like this.... Well, maybe not literally... Today's posting is meant to make you think about planning, the planning department at your agency, and you as a planner. Let me start by asking some rhetorical questions... what is account planning to you? who is in your account planning department? do they come from different backgrounds? how is account planning seen at your agency? if you've worked in general market agencies, how is Hispanic account planning different (0r vice versa )? The idea of the questions is not to criticize where you work, but to challenge and make you think what you do. The following is an excerpt from Truth, Lies and Advertising, which I'm NOT saying that is the way planning should be, but if you read between the lines you can see what Steel refers to. Account planning( ers ) are more than briefs, briefing, POV's and research... Excerp...

Last weekend I went to visit my friend Pepe in Houston, TX. While we were watching the football game between the Cardinals vs. Falcons, we saw Pepsi's new TV spot, which showcases the brand's newest logo. Pepe automatically said, "It looks like Obama's logo, they copied it." I thought to myself, "Really? How so? Why would they do that?" Apparently I haven't paid enough attention to Obama's logo to suggest that it looks like Pepsi's new logo, which cost around $1 million to craft, or vice versa. Today, I started looking around on the internet, and I found out that hundreds of people are commenting about this topic on blogs, forums and news articles. My point is not to argue whether they look the same (it is clear to me that they don't), or if PEPSI copied Obama's logo, which I heard a rumor that they both used the same creative team, or if PEPSI is using Obama's wave to regain the new generation momentum once again. There is plent...

Having worked at a McDonald's and for the McDonald's brand for a couple of years, seeing advertising like the one below reminds why the golden arches still have the higher share in the fast food market. Please know that I am not saying that McD's has this share solely because of its advertising, but at the very least, their advertising doesn't turn anyone away. While watching TV a couple of weeks ago, I came across the Arby's B-day spot, which you can see below. After watching it I just thought... wow, somebody actually produced this spot? Let me say that there is really nothing wrong with the production, it is more the idea that got produced. The strategy behind this campaign was pretty insightful and good. I'm Thinking Arby's . Ownable , different and niche enough that when you want to eat something hot and tasty only Arby's will suffice, hence you crave and can only think Arby's ... the problem was the execution. Does the guy like the food?...

About three months ago while traveling to LA for qualitative research for Coors Light I listened to a really good podcast on Leadership from the Harvard Business School. The following quote caught my attention: "In order to truly stay ahead of the competition the rate of learning has to be higher than the rate of change." Though I believe that quote to be very true, I also feel that learning has to be defined. People learn and adapt from every situation, consciously or subconsciously, but every situation makes an impact in our brain. Thinking about the rate of change ... in the culture that we live in, the rate of change is so fast and vast, that it might feel pretty impossible to stay ahead. I feel that everybody has a story to share... so I believe that listening to people, aside from reading, is the best way to learn and stay ahead of the curve. Some brands that have done this are: Coca Cola, Nike and Madonna... BUT what is your brand's way of learning and really sta...

I'd like to share two of my favorite ads. The first one is from Amnesty International. I think this ad is emotional and persuasive at the same time. It makes me feel that I truly have the power to go out and save a life. Every time that in a 15, 30 or 90 second spot, I see a story capable of moving my emotions, I feel grateful for advertising. The second ad is an example of how to creatively showcase a product that may have only have rational benefits for the consumer. My kudos to the creative team!