Bennassar´s Blog

Doing things right also helps (Apple 12 / Endesa 0)

Posted by in Brand Communication / Creativity and R&D

A lot of people wonders why Apple is so deeply inside people’s hearts. I have written a few post about it myself, but yesterday I run into another aster class of how to build a brand. Right the day before yesterday I was talking to Endesa’s customer service (my electric company), because I had a problem with 12 mistaken invoices they had sent me (with the 12 apologies letters that came with them. I’ll skip the details but the story is quite surreal). Anyway, after writing my complain and giving…read more

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Focus on selling apples and you’ll be abble to sell 333 iPads per minute.

Posted by in Brand Communication / Creativity and R&D

2010/04/08 Los resultados de que una marca realmente se comunique bien son maravillosos. Y muchas veces no encontramos ejemplos tan contundentemente demostrables, así que tomar nota los que os dediquéis a esto, porque os vendrá bien en alguna de las próximas presentaciones que tengáis que hacer. El sábado, 1er día de venta en USA, se vendieron 300.000 iPads en 15 horas. Pero no fué Apple quien los vendió. Fuimos todos los que nos sentimos orgullosos de esa marca y de sus productos. Apple fué quien facturó la venta, pero Apple…read more

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El Intercambiador Express Magazine

Posted by in Brand Communication / Creativity and R&D

Entrevista realizada por David Lopez y su equipo de la revista #elintercambiadorexpress de la Facultad de Bellas Artes de Málaga. De nuevo viajamos hasta la capital andaluza para tener la oportunidad de conversar con el protagonista de este tercer número, Lorenzo Bennassar. Resulta difícil imaginarse algún profesional en Andalucía con mayor proyección internacional. Diseñador y Director de Arte… Antes de asentar su domicilio familiar en Sevilla, ya había trabajado para Ogilvy, DDB, Saatchi, Dentsu y McCann. Bennassar ha sido propuesto como candidato en cuatro ocasiones para los Premios Nacionales de Diseño…read more

Skip Ad. Good news for advertising.

Posted by in Brand Communication / Creativity and R&D

“Today, all ads are skippable—whether it’s a function of the format or not.” That’s one of the big trues from “The First 5 Seconds: Creating YouTube Ads That Break Through in a Skippable World”  a very interesting research (already from june 2015) made by Think with Google. But the research focuses on analyzing the viewers behavior in front of thousands of YouTube TrueView ads from all over the world (the ones you can skip after 5 seconds). And the good news is that in fact the “Skip Ad” button only…read more

Move over, Kmart.

Posted by in Brand Communication / Creativity and R&D

Ok, maybe I got a bit too excited there but I’ve always wanted to pay tribute to this great Apple 1984 T-shirt. Anyway, last week I launched my online store with some of my designs converted into such varied products as duvets, shower curtains, wall clocks or throw pillows (besides other more common products). And I experienced how today any individual with a computer and an internet connection can sell all this kind of products worldwide. You don’t need a complicated infrastructure anymore. All the usual logistic matters have been solved…read more

Barcode or QR code?

Posted by in Brand Communication / Creativity and R&D

Of course, barcodes have been among us for sometime now, sticking in each and every one of all market products. But in the recent battle for including these codes in the brand communication work (which is what drives this blog), there were some good application examples for one and the other. Nevertheless, it seams none of them will do. And it was kind of predictable (if I may say so) that between augmented reality and smartphone apps someone was going to come up with interaction between a object (an ad…read more

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Adidas vs. Nike

Posted by in Brand Communication / Creativity and R&D

Still inebriated by sunday’s happiness because of our national soccer team heroic victory (and we are not talking about Casilla’s kiss), it’s also interesting to look at the World Cup from a brand perspective. After working in advertising for 20 years, I can only be an unconditional Nike fan. I was professionally born in Chiat/Day, the agency that made out of Randy Newman’s “I love LA” the official’s city anthem for Nike in the 80’s and for the last 20 years I have admired how W+K and their many and…read more

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The dumb box in my living room is not dumb anymore.

Posted by in Brand Communication / Creativity and R&D

The other day I installed “Plex Media Center” in the Mac Mini that’s actually connected to my TV. An OS X software based on the impresive code of XBMC open source software, the brain behind the creature (thanks Miguel Guillen for the info). And suddenly my TV has turned into a more than interesting appliance. Now it tells me the weather forecast and shows me all the multimedia content from my hard drive in a pretty atractive interface by the way (nothing Apple’s Front Row didn´t really do so far),…read more

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Martin Luther King had a dream. Not a plan.

Posted by in Brand Communication / Creativity and R&D

2010/05/17. What should come first? Why, how or when? Well, it all depends on what part of the brain do we want reach. If we’re talking about brand communication, “why” is the answer. Because, brand communication is all about feelings, trust and loyalty. And to first access that part of the brain, a brand needs to talk about its “why”. Why does that brand exist, and why should anybody care about it. As Simon Sinek brilliantly explains in this fascinating TED talk, the good news is that this is not…read more

Bring me back

Posted by in Brand Communication / Creativity and R&D

2012/09/06. As my dear Alain Uceda usually says, here is a good example of how brands can show people they care about them. Smart has launched an iPhone app, Bring me back, that allows you to forget about your car and focus on the things you want to focus on. For those who are a little bit clueless it’s a great detail coming from a car brand. Once you park you only need to take a picture to your car. From there it’s geolocation that takes care of everything else….read more

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What a beautiful behind!

Posted by in Brand Communication / Creativity and R&D

2011/03/02. Well, it’s finally here. The new iPad, the ultimate object of desire from Apple. Beautifull even from behind. But out of all the show, an important side of it, has been the incredible real time social netwroks coverage. Monitorizing the event on Twitter, the figures were as interesting as they usually are on the net. Almost 2.000 tweets per minute. Quite impressive. Just look at the number of tweets between 19:39 and 19:41, almost half an hour after Steve Jobs shared his secret with the world.   ¡Que culo!…read more

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Tumblr photos

Posted by in Brand Communication / Creativity and R&D

2009/12/20. The people at Tumblr has done some investigation about the cameras their users to take the pictures they publish in their platform with, and there’s some interesting data. The first one is that Apple Photo Booth doubles the second one, the Canon EOS Digital Reflex. Regarding brands, Canon represents 50%, woth 20 models in the top 40 list, followed by Nikon (25%) y Apple (20%) with its iPhone 3GS and 3G ranking 13th and 14th place.   Las fotos de Tumblr La gente de Tumblr ha hecho un estudio…read more

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