Strumenti semiotici per la ricerca di mercato e la consulenza strategica sviluppati in baba.
baba è un Istituto di ricerche e scenari di mercato con sede a Milano, con clienti internazionali, per i quali svolge progetti qualitativi e quantitativi.
Il futuro delle agende cartacee in un mondo digitaleTarget Research
Per quanto il mondo si stia progressivamente digitalizzando, un sostanziale numero di giovani under-30, utilizza ancora supporti cartacei per la pianificazione della propria giornata. L’obiettivo della ricerca è stato infatti quello di individuare un futuro per i supporti cartacei come appunto le agende.
La sessione maieutica di Remo Lucchi, presidente onorario di GFK Eurisko, sullo scenario evolutivo degli italiani ed il rapporto con l'offerta - WEF è distruzione creativa (21 marzo 2014)
La presentazione della Dottor Nardonedescrive Sinottica, un sistema integrato di servizi di ricerca per il marketing, basato su una banca dati costantemente aggiornata in merito a consumi, comportamenti, valori ed aspettative degli italiani.
Singularity University Presentation - 2015David Orban
Singularity University aims to educate, empower, and inspire leaders to apply exponential technologies to address humanity's grand challenges. It was co-founded by Peter Diamandis and Ray Kurzweil and is based in Silicon Valley. The presentation highlighted Singularity's model and programs, exponential technologies like artificial intelligence and biotechnology, and its global community and vision of developing local innovation ecosystems worldwide to reimagine and reinvent the future.
Introduction to baba's methodological approach, tools, case histories, clients
4 research drivers: People & Brands, Digital research, Culture Driven Innovation, Brand Development.
A presentation about retail trends focused on #Trend Monitor issues from Forecast 2018-2019.
This paper has been presented c/o Deloitte, Milan, March 2018.
Il futuro delle agende cartacee in un mondo digitaleTarget Research
Per quanto il mondo si stia progressivamente digitalizzando, un sostanziale numero di giovani under-30, utilizza ancora supporti cartacei per la pianificazione della propria giornata. L’obiettivo della ricerca è stato infatti quello di individuare un futuro per i supporti cartacei come appunto le agende.
La sessione maieutica di Remo Lucchi, presidente onorario di GFK Eurisko, sullo scenario evolutivo degli italiani ed il rapporto con l'offerta - WEF è distruzione creativa (21 marzo 2014)
La presentazione della Dottor Nardonedescrive Sinottica, un sistema integrato di servizi di ricerca per il marketing, basato su una banca dati costantemente aggiornata in merito a consumi, comportamenti, valori ed aspettative degli italiani.
Singularity University Presentation - 2015David Orban
Singularity University aims to educate, empower, and inspire leaders to apply exponential technologies to address humanity's grand challenges. It was co-founded by Peter Diamandis and Ray Kurzweil and is based in Silicon Valley. The presentation highlighted Singularity's model and programs, exponential technologies like artificial intelligence and biotechnology, and its global community and vision of developing local innovation ecosystems worldwide to reimagine and reinvent the future.
Introduction to baba's methodological approach, tools, case histories, clients
4 research drivers: People & Brands, Digital research, Culture Driven Innovation, Brand Development.
A presentation about retail trends focused on #Trend Monitor issues from Forecast 2018-2019.
This paper has been presented c/o Deloitte, Milan, March 2018.
2024 State of Marketing Report – by HubspotMarius Sescu
https://www.hubspot.com/state-of-marketing
· Scaling relationships and proving ROI
· Social media is the place for search, sales, and service
· Authentic influencer partnerships fuel brand growth
· The strongest connections happen via call, click, chat, and camera.
· Time saved with AI leads to more creative work
· Seeking: A single source of truth
· TLDR; Get on social, try AI, and align your systems.
· More human marketing, powered by robots
ChatGPT is a revolutionary addition to the world since its introduction in 2022. A big shift in the sector of information gathering and processing happened because of this chatbot. What is the story of ChatGPT? How is the bot responding to prompts and generating contents? Swipe through these slides prepared by Expeed Software, a web development company regarding the development and technical intricacies of ChatGPT!
Product Design Trends in 2024 | Teenage EngineeringsPixeldarts
The realm of product design is a constantly changing environment where technology and style intersect. Every year introduces fresh challenges and exciting trends that mold the future of this captivating art form. In this piece, we delve into the significant trends set to influence the look and functionality of product design in the year 2024.
How Race, Age and Gender Shape Attitudes Towards Mental HealthThinkNow
Mental health has been in the news quite a bit lately. Dozens of U.S. states are currently suing Meta for contributing to the youth mental health crisis by inserting addictive features into their products, while the U.S. Surgeon General is touring the nation to bring awareness to the growing epidemic of loneliness and isolation. The country has endured periods of low national morale, such as in the 1970s when high inflation and the energy crisis worsened public sentiment following the Vietnam War. The current mood, however, feels different. Gallup recently reported that national mental health is at an all-time low, with few bright spots to lift spirits.
To better understand how Americans are feeling and their attitudes towards mental health in general, ThinkNow conducted a nationally representative quantitative survey of 1,500 respondents and found some interesting differences among ethnic, age and gender groups.
Technology
For example, 52% agree that technology and social media have a negative impact on mental health, but when broken out by race, 61% of Whites felt technology had a negative effect, and only 48% of Hispanics thought it did.
While technology has helped us keep in touch with friends and family in faraway places, it appears to have degraded our ability to connect in person. Staying connected online is a double-edged sword since the same news feed that brings us pictures of the grandkids and fluffy kittens also feeds us news about the wars in Israel and Ukraine, the dysfunction in Washington, the latest mass shooting and the climate crisis.
Hispanics may have a built-in defense against the isolation technology breeds, owing to their large, multigenerational households, strong social support systems, and tendency to use social media to stay connected with relatives abroad.
Age and Gender
When asked how individuals rate their mental health, men rate it higher than women by 11 percentage points, and Baby Boomers rank it highest at 83%, saying it’s good or excellent vs. 57% of Gen Z saying the same.
Gen Z spends the most amount of time on social media, so the notion that social media negatively affects mental health appears to be correlated. Unfortunately, Gen Z is also the generation that’s least comfortable discussing mental health concerns with healthcare professionals. Only 40% of them state they’re comfortable discussing their issues with a professional compared to 60% of Millennials and 65% of Boomers.
Race Affects Attitudes
As seen in previous research conducted by ThinkNow, Asian Americans lag other groups when it comes to awareness of mental health issues. Twenty-four percent of Asian Americans believe that having a mental health issue is a sign of weakness compared to the 16% average for all groups. Asians are also considerably less likely to be aware of mental health services in their communities (42% vs. 55%) and most likely to seek out information on social media (51% vs. 35%).
AI Trends in Creative Operations 2024 by Artwork Flow.pdfmarketingartwork
Creative operations teams expect increased AI use in 2024. Currently, over half of tasks are not AI-enabled, but this is expected to decrease in the coming year. ChatGPT is the most popular AI tool currently. Business leaders are more actively exploring AI benefits than individual contributors. Most respondents do not believe AI will impact workforce size in 2024. However, some inhibitions still exist around AI accuracy and lack of understanding. Creatives primarily want to use AI to save time on mundane tasks and boost productivity.
Organizational culture includes values, norms, systems, symbols, language, assumptions, beliefs, and habits that influence employee behaviors and how people interpret those behaviors. It is important because culture can help or hinder a company's success. Some key aspects of Netflix's culture that help it achieve results include hiring smartly so every position has stars, focusing on attitude over just aptitude, and having a strict policy against peacocks, whiners, and jerks.
PEPSICO Presentation to CAGNY Conference Feb 2024Neil Kimberley
PepsiCo provided a safe harbor statement noting that any forward-looking statements are based on currently available information and are subject to risks and uncertainties. It also provided information on non-GAAP measures and directing readers to its website for disclosure and reconciliation. The document then discussed PepsiCo's business overview, including that it is a global beverage and convenient food company with iconic brands, $91 billion in net revenue in 2023, and nearly $14 billion in core operating profit. It operates through a divisional structure with a focus on local consumers.
Content Methodology: A Best Practices Report (Webinar)contently
This document provides an overview of content methodology best practices. It defines content methodology as establishing objectives, KPIs, and a culture of continuous learning and iteration. An effective methodology focuses on connecting with audiences, creating optimal content, and optimizing processes. It also discusses why a methodology is needed due to the competitive landscape, proliferation of channels, and opportunities for improvement. Components of an effective methodology include defining objectives and KPIs, audience analysis, identifying opportunities, and evaluating resources. The document concludes with recommendations around creating a content plan, testing and optimizing content over 90 days.
How to Prepare For a Successful Job Search for 2024Albert Qian
The document provides guidance on preparing a job search for 2024. It discusses the state of the job market, focusing on growth in AI and healthcare but also continued layoffs. It recommends figuring out what you want to do by researching interests and skills, then conducting informational interviews. The job search should involve building a personal brand on LinkedIn, actively applying to jobs, tailoring resumes and interviews, maintaining job hunting as a habit, and continuing self-improvement. Once hired, the document advises setting new goals and keeping skills and networking active in case of future opportunities.
A report by thenetworkone and Kurio.
The contributing experts and agencies are (in an alphabetical order): Sylwia Rytel, Social Media Supervisor, 180heartbeats + JUNG v MATT (PL), Sharlene Jenner, Vice President - Director of Engagement Strategy, Abelson Taylor (USA), Alex Casanovas, Digital Director, Atrevia (ES), Dora Beilin, Senior Social Strategist, Barrett Hoffher (USA), Min Seo, Campaign Director, Brand New Agency (KR), Deshé M. Gully, Associate Strategist, Day One Agency (USA), Francesca Trevisan, Strategist, Different (IT), Trevor Crossman, CX and Digital Transformation Director; Olivia Hussey, Strategic Planner; Simi Srinarula, Social Media Manager, The Hallway (AUS), James Hebbert, Managing Director, Hylink (CN / UK), Mundy Álvarez, Planning Director; Pedro Rojas, Social Media Manager; Pancho González, CCO, Inbrax (CH), Oana Oprea, Head of Digital Planning, Jam Session Agency (RO), Amy Bottrill, Social Account Director, Launch (UK), Gaby Arriaga, Founder, Leonardo1452 (MX), Shantesh S Row, Creative Director, Liwa (UAE), Rajesh Mehta, Chief Strategy Officer; Dhruv Gaur, Digital Planning Lead; Leonie Mergulhao, Account Supervisor - Social Media & PR, Medulla (IN), Aurelija Plioplytė, Head of Digital & Social, Not Perfect (LI), Daiana Khaidargaliyeva, Account Manager, Osaka Labs (UK / USA), Stefanie Söhnchen, Vice President Digital, PIABO Communications (DE), Elisabeth Winiartati, Managing Consultant, Head of Global Integrated Communications; Lydia Aprina, Account Manager, Integrated Marketing and Communications; Nita Prabowo, Account Manager, Integrated Marketing and Communications; Okhi, Web Developer, PNTR Group (ID), Kei Obusan, Insights Director; Daffi Ranandi, Insights Manager, Radarr (SG), Gautam Reghunath, Co-founder & CEO, Talented (IN), Donagh Humphreys, Head of Social and Digital Innovation, THINKHOUSE (IRE), Sarah Yim, Strategy Director, Zulu Alpha Kilo (CA).
Trends In Paid Search: Navigating The Digital Landscape In 2024Search Engine Journal
The search marketing landscape is evolving rapidly with new technologies, and professionals, like you, rely on innovative paid search strategies to meet changing demands.
It’s important that you’re ready to implement new strategies in 2024.
Check this out and learn the top trends in paid search advertising that are expected to gain traction, so you can drive higher ROI more efficiently in 2024.
You’ll learn:
- The latest trends in AI and automation, and what this means for an evolving paid search ecosystem.
- New developments in privacy and data regulation.
- Emerging ad formats that are expected to make an impact next year.
Watch Sreekant Lanka from iQuanti and Irina Klein from OneMain Financial as they dive into the future of paid search and explore the trends, strategies, and technologies that will shape the search marketing landscape.
If you’re looking to assess your paid search strategy and design an industry-aligned plan for 2024, then this webinar is for you.
5 Public speaking tips from TED - Visualized summarySpeakerHub
From their humble beginnings in 1984, TED has grown into the world’s most powerful amplifier for speakers and thought-leaders to share their ideas. They have over 2,400 filmed talks (not including the 30,000+ TEDx videos) freely available online, and have hosted over 17,500 events around the world.
With over one billion views in a year, it’s no wonder that so many speakers are looking to TED for ideas on how to share their message more effectively.
The article “5 Public-Speaking Tips TED Gives Its Speakers”, by Carmine Gallo for Forbes, gives speakers five practical ways to connect with their audience, and effectively share their ideas on stage.
Whether you are gearing up to get on a TED stage yourself, or just want to master the skills that so many of their speakers possess, these tips and quotes from Chris Anderson, the TED Talks Curator, will encourage you to make the most impactful impression on your audience.
See the full article and more summaries like this on SpeakerHub here: https://speakerhub.com/blog/5-presentation-tips-ted-gives-its-speakers
See the original article on Forbes here:
http://www.forbes.com/forbes/welcome/?toURL=http://www.forbes.com/sites/carminegallo/2016/05/06/5-public-speaking-tips-ted-gives-its-speakers/&refURL=&referrer=#5c07a8221d9b
ChatGPT and the Future of Work - Clark Boyd Clark Boyd
Everyone is in agreement that ChatGPT (and other generative AI tools) will shape the future of work. Yet there is little consensus on exactly how, when, and to what extent this technology will change our world.
Businesses that extract maximum value from ChatGPT will use it as a collaborative tool for everything from brainstorming to technical maintenance.
For individuals, now is the time to pinpoint the skills the future professional will need to thrive in the AI age.
Check out this presentation to understand what ChatGPT is, how it will shape the future of work, and how you can prepare to take advantage.
The document provides career advice for getting into the tech field, including:
- Doing projects and internships in college to build a portfolio.
- Learning about different roles and technologies through industry research.
- Contributing to open source projects to build experience and network.
- Developing a personal brand through a website and social media presence.
- Networking through events, communities, and finding a mentor.
- Practicing interviews through mock interviews and whiteboarding coding questions.
Google's Just Not That Into You: Understanding Core Updates & Search IntentLily Ray
1. Core updates from Google periodically change how its algorithms assess and rank websites and pages. This can impact rankings through shifts in user intent, site quality issues being caught up to, world events influencing queries, and overhauls to search like the E-A-T framework.
2. There are many possible user intents beyond just transactional, navigational and informational. Identifying intent shifts is important during core updates. Sites may need to optimize for new intents through different content types and sections.
3. Responding effectively to core updates requires analyzing "before and after" data to understand changes, identifying new intents or page types, and ensuring content matches appropriate intents across video, images, knowledge graphs and more.
A brief introduction to DataScience with explaining of the concepts, algorithms, machine learning, supervised and unsupervised learning, clustering, statistics, data preprocessing, real-world applications etc.
It's part of a Data Science Corner Campaign where I will be discussing the fundamentals of DataScience, AIML, Statistics etc.
Time Management & Productivity - Best PracticesVit Horky
Here's my presentation on by proven best practices how to manage your work time effectively and how to improve your productivity. It includes practical tips and how to use tools such as Slack, Google Apps, Hubspot, Google Calendar, Gmail and others.
The six step guide to practical project managementMindGenius
The six step guide to practical project management
If you think managing projects is too difficult, think again.
We’ve stripped back project management processes to the
basics – to make it quicker and easier, without sacrificing
the vital ingredients for success.
“If you’re looking for some real-world guidance, then The Six Step Guide to Practical Project Management will help.”
Dr Andrew Makar, Tactical Project Management
2024 State of Marketing Report – by HubspotMarius Sescu
https://www.hubspot.com/state-of-marketing
· Scaling relationships and proving ROI
· Social media is the place for search, sales, and service
· Authentic influencer partnerships fuel brand growth
· The strongest connections happen via call, click, chat, and camera.
· Time saved with AI leads to more creative work
· Seeking: A single source of truth
· TLDR; Get on social, try AI, and align your systems.
· More human marketing, powered by robots
ChatGPT is a revolutionary addition to the world since its introduction in 2022. A big shift in the sector of information gathering and processing happened because of this chatbot. What is the story of ChatGPT? How is the bot responding to prompts and generating contents? Swipe through these slides prepared by Expeed Software, a web development company regarding the development and technical intricacies of ChatGPT!
Product Design Trends in 2024 | Teenage EngineeringsPixeldarts
The realm of product design is a constantly changing environment where technology and style intersect. Every year introduces fresh challenges and exciting trends that mold the future of this captivating art form. In this piece, we delve into the significant trends set to influence the look and functionality of product design in the year 2024.
How Race, Age and Gender Shape Attitudes Towards Mental HealthThinkNow
Mental health has been in the news quite a bit lately. Dozens of U.S. states are currently suing Meta for contributing to the youth mental health crisis by inserting addictive features into their products, while the U.S. Surgeon General is touring the nation to bring awareness to the growing epidemic of loneliness and isolation. The country has endured periods of low national morale, such as in the 1970s when high inflation and the energy crisis worsened public sentiment following the Vietnam War. The current mood, however, feels different. Gallup recently reported that national mental health is at an all-time low, with few bright spots to lift spirits.
To better understand how Americans are feeling and their attitudes towards mental health in general, ThinkNow conducted a nationally representative quantitative survey of 1,500 respondents and found some interesting differences among ethnic, age and gender groups.
Technology
For example, 52% agree that technology and social media have a negative impact on mental health, but when broken out by race, 61% of Whites felt technology had a negative effect, and only 48% of Hispanics thought it did.
While technology has helped us keep in touch with friends and family in faraway places, it appears to have degraded our ability to connect in person. Staying connected online is a double-edged sword since the same news feed that brings us pictures of the grandkids and fluffy kittens also feeds us news about the wars in Israel and Ukraine, the dysfunction in Washington, the latest mass shooting and the climate crisis.
Hispanics may have a built-in defense against the isolation technology breeds, owing to their large, multigenerational households, strong social support systems, and tendency to use social media to stay connected with relatives abroad.
Age and Gender
When asked how individuals rate their mental health, men rate it higher than women by 11 percentage points, and Baby Boomers rank it highest at 83%, saying it’s good or excellent vs. 57% of Gen Z saying the same.
Gen Z spends the most amount of time on social media, so the notion that social media negatively affects mental health appears to be correlated. Unfortunately, Gen Z is also the generation that’s least comfortable discussing mental health concerns with healthcare professionals. Only 40% of them state they’re comfortable discussing their issues with a professional compared to 60% of Millennials and 65% of Boomers.
Race Affects Attitudes
As seen in previous research conducted by ThinkNow, Asian Americans lag other groups when it comes to awareness of mental health issues. Twenty-four percent of Asian Americans believe that having a mental health issue is a sign of weakness compared to the 16% average for all groups. Asians are also considerably less likely to be aware of mental health services in their communities (42% vs. 55%) and most likely to seek out information on social media (51% vs. 35%).
AI Trends in Creative Operations 2024 by Artwork Flow.pdfmarketingartwork
Creative operations teams expect increased AI use in 2024. Currently, over half of tasks are not AI-enabled, but this is expected to decrease in the coming year. ChatGPT is the most popular AI tool currently. Business leaders are more actively exploring AI benefits than individual contributors. Most respondents do not believe AI will impact workforce size in 2024. However, some inhibitions still exist around AI accuracy and lack of understanding. Creatives primarily want to use AI to save time on mundane tasks and boost productivity.
Organizational culture includes values, norms, systems, symbols, language, assumptions, beliefs, and habits that influence employee behaviors and how people interpret those behaviors. It is important because culture can help or hinder a company's success. Some key aspects of Netflix's culture that help it achieve results include hiring smartly so every position has stars, focusing on attitude over just aptitude, and having a strict policy against peacocks, whiners, and jerks.
PEPSICO Presentation to CAGNY Conference Feb 2024Neil Kimberley
PepsiCo provided a safe harbor statement noting that any forward-looking statements are based on currently available information and are subject to risks and uncertainties. It also provided information on non-GAAP measures and directing readers to its website for disclosure and reconciliation. The document then discussed PepsiCo's business overview, including that it is a global beverage and convenient food company with iconic brands, $91 billion in net revenue in 2023, and nearly $14 billion in core operating profit. It operates through a divisional structure with a focus on local consumers.
Content Methodology: A Best Practices Report (Webinar)contently
This document provides an overview of content methodology best practices. It defines content methodology as establishing objectives, KPIs, and a culture of continuous learning and iteration. An effective methodology focuses on connecting with audiences, creating optimal content, and optimizing processes. It also discusses why a methodology is needed due to the competitive landscape, proliferation of channels, and opportunities for improvement. Components of an effective methodology include defining objectives and KPIs, audience analysis, identifying opportunities, and evaluating resources. The document concludes with recommendations around creating a content plan, testing and optimizing content over 90 days.
How to Prepare For a Successful Job Search for 2024Albert Qian
The document provides guidance on preparing a job search for 2024. It discusses the state of the job market, focusing on growth in AI and healthcare but also continued layoffs. It recommends figuring out what you want to do by researching interests and skills, then conducting informational interviews. The job search should involve building a personal brand on LinkedIn, actively applying to jobs, tailoring resumes and interviews, maintaining job hunting as a habit, and continuing self-improvement. Once hired, the document advises setting new goals and keeping skills and networking active in case of future opportunities.
A report by thenetworkone and Kurio.
The contributing experts and agencies are (in an alphabetical order): Sylwia Rytel, Social Media Supervisor, 180heartbeats + JUNG v MATT (PL), Sharlene Jenner, Vice President - Director of Engagement Strategy, Abelson Taylor (USA), Alex Casanovas, Digital Director, Atrevia (ES), Dora Beilin, Senior Social Strategist, Barrett Hoffher (USA), Min Seo, Campaign Director, Brand New Agency (KR), Deshé M. Gully, Associate Strategist, Day One Agency (USA), Francesca Trevisan, Strategist, Different (IT), Trevor Crossman, CX and Digital Transformation Director; Olivia Hussey, Strategic Planner; Simi Srinarula, Social Media Manager, The Hallway (AUS), James Hebbert, Managing Director, Hylink (CN / UK), Mundy Álvarez, Planning Director; Pedro Rojas, Social Media Manager; Pancho González, CCO, Inbrax (CH), Oana Oprea, Head of Digital Planning, Jam Session Agency (RO), Amy Bottrill, Social Account Director, Launch (UK), Gaby Arriaga, Founder, Leonardo1452 (MX), Shantesh S Row, Creative Director, Liwa (UAE), Rajesh Mehta, Chief Strategy Officer; Dhruv Gaur, Digital Planning Lead; Leonie Mergulhao, Account Supervisor - Social Media & PR, Medulla (IN), Aurelija Plioplytė, Head of Digital & Social, Not Perfect (LI), Daiana Khaidargaliyeva, Account Manager, Osaka Labs (UK / USA), Stefanie Söhnchen, Vice President Digital, PIABO Communications (DE), Elisabeth Winiartati, Managing Consultant, Head of Global Integrated Communications; Lydia Aprina, Account Manager, Integrated Marketing and Communications; Nita Prabowo, Account Manager, Integrated Marketing and Communications; Okhi, Web Developer, PNTR Group (ID), Kei Obusan, Insights Director; Daffi Ranandi, Insights Manager, Radarr (SG), Gautam Reghunath, Co-founder & CEO, Talented (IN), Donagh Humphreys, Head of Social and Digital Innovation, THINKHOUSE (IRE), Sarah Yim, Strategy Director, Zulu Alpha Kilo (CA).
Trends In Paid Search: Navigating The Digital Landscape In 2024Search Engine Journal
The search marketing landscape is evolving rapidly with new technologies, and professionals, like you, rely on innovative paid search strategies to meet changing demands.
It’s important that you’re ready to implement new strategies in 2024.
Check this out and learn the top trends in paid search advertising that are expected to gain traction, so you can drive higher ROI more efficiently in 2024.
You’ll learn:
- The latest trends in AI and automation, and what this means for an evolving paid search ecosystem.
- New developments in privacy and data regulation.
- Emerging ad formats that are expected to make an impact next year.
Watch Sreekant Lanka from iQuanti and Irina Klein from OneMain Financial as they dive into the future of paid search and explore the trends, strategies, and technologies that will shape the search marketing landscape.
If you’re looking to assess your paid search strategy and design an industry-aligned plan for 2024, then this webinar is for you.
5 Public speaking tips from TED - Visualized summarySpeakerHub
From their humble beginnings in 1984, TED has grown into the world’s most powerful amplifier for speakers and thought-leaders to share their ideas. They have over 2,400 filmed talks (not including the 30,000+ TEDx videos) freely available online, and have hosted over 17,500 events around the world.
With over one billion views in a year, it’s no wonder that so many speakers are looking to TED for ideas on how to share their message more effectively.
The article “5 Public-Speaking Tips TED Gives Its Speakers”, by Carmine Gallo for Forbes, gives speakers five practical ways to connect with their audience, and effectively share their ideas on stage.
Whether you are gearing up to get on a TED stage yourself, or just want to master the skills that so many of their speakers possess, these tips and quotes from Chris Anderson, the TED Talks Curator, will encourage you to make the most impactful impression on your audience.
See the full article and more summaries like this on SpeakerHub here: https://speakerhub.com/blog/5-presentation-tips-ted-gives-its-speakers
See the original article on Forbes here:
http://www.forbes.com/forbes/welcome/?toURL=http://www.forbes.com/sites/carminegallo/2016/05/06/5-public-speaking-tips-ted-gives-its-speakers/&refURL=&referrer=#5c07a8221d9b
ChatGPT and the Future of Work - Clark Boyd Clark Boyd
Everyone is in agreement that ChatGPT (and other generative AI tools) will shape the future of work. Yet there is little consensus on exactly how, when, and to what extent this technology will change our world.
Businesses that extract maximum value from ChatGPT will use it as a collaborative tool for everything from brainstorming to technical maintenance.
For individuals, now is the time to pinpoint the skills the future professional will need to thrive in the AI age.
Check out this presentation to understand what ChatGPT is, how it will shape the future of work, and how you can prepare to take advantage.
The document provides career advice for getting into the tech field, including:
- Doing projects and internships in college to build a portfolio.
- Learning about different roles and technologies through industry research.
- Contributing to open source projects to build experience and network.
- Developing a personal brand through a website and social media presence.
- Networking through events, communities, and finding a mentor.
- Practicing interviews through mock interviews and whiteboarding coding questions.
Google's Just Not That Into You: Understanding Core Updates & Search IntentLily Ray
1. Core updates from Google periodically change how its algorithms assess and rank websites and pages. This can impact rankings through shifts in user intent, site quality issues being caught up to, world events influencing queries, and overhauls to search like the E-A-T framework.
2. There are many possible user intents beyond just transactional, navigational and informational. Identifying intent shifts is important during core updates. Sites may need to optimize for new intents through different content types and sections.
3. Responding effectively to core updates requires analyzing "before and after" data to understand changes, identifying new intents or page types, and ensuring content matches appropriate intents across video, images, knowledge graphs and more.
A brief introduction to DataScience with explaining of the concepts, algorithms, machine learning, supervised and unsupervised learning, clustering, statistics, data preprocessing, real-world applications etc.
It's part of a Data Science Corner Campaign where I will be discussing the fundamentals of DataScience, AIML, Statistics etc.
Time Management & Productivity - Best PracticesVit Horky
Here's my presentation on by proven best practices how to manage your work time effectively and how to improve your productivity. It includes practical tips and how to use tools such as Slack, Google Apps, Hubspot, Google Calendar, Gmail and others.
The six step guide to practical project managementMindGenius
The six step guide to practical project management
If you think managing projects is too difficult, think again.
We’ve stripped back project management processes to the
basics – to make it quicker and easier, without sacrificing
the vital ingredients for success.
“If you’re looking for some real-world guidance, then The Six Step Guide to Practical Project Management will help.”
Dr Andrew Makar, Tactical Project Management
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ESSERE RAPPORTATO AL TARGET DI DESTINAZIONE
Ø L ’ E N U N C I A Z I O N E ( O G G E T T I VA N T E /
SOGGETTIVANTE) DEFINISCE IL MODO DELLA
RELAZIONE PROPOSTA
4
1. Che cos’è la semiotica
5. MANIFESTAZIONE
CODICI EIDETICI, GRAFICI, VERBALI, CROMATICI, STILISTICI
ECC.
MESSA IN DISCORSO
TEMI, TONE OF VOICE, DESTINATARIO PROFILATO ECC.
NARRATIVITÀ
ARGOMENTAZIONE, RAPPORTO LOGICO TRA AZIONI,
RUOLO DI MARCA E DI PRODOTTO, ECC.
VALORI
VALORI DI BASE E D’USO
IL PERCORSO ANALITICO
5
1. Che cos’è la semiotica
6. MAPPING
6
CLASSICISM! LUXURY!
DAY BY DAY! ECCENTRICITY!
X
PRACTICAL VALUES
Y
UTOPIAN VALUES
NON X
PLAYFUL VALUES
NON Y
CRITICAL VALUES
simplicity
linearity
continuity
uniqueness
recognizability
preciousness
accessibility
understatement
immediacy
specificity
trend
outstanding
LOW
PROFILE
HIGH
PROFILE
HIGH PRICE
LOW
PRICE
1. Che cos’è la semiotica
7. LA MARCA COME SOGGETTO
SEMIOTICO
LE OPPORTUNITÀ DI
RICERCA
CHE COS’È LA SEMIOTICA 1
2
3
ALCUNE CASE HISTORY4
Indice
7
INDICAZIONI BIBLIOGRAFICHE
5
6
AVVERTENZE PER L’USO
8. 2. La marca come soggetto semiotico
MARCA COME SOGGETTO DEL VALORE INTEGRATO
Ø PATRIMONIO
Ø NOME
Ø IDENTITÀ
Ø TERRITORIO
Ø RELAZIONE
Ø CONTESTO COMPETITIVO
8
9. DIFFERENZA, PERTINENZA, RILEVANZA
Ø MARCHE GLOBALI/LOCALI
Ø MARCA E TEMPO/SPAZIO
Ø MARCA E SOCIETÀ
Ø MARCA E IMMAGINARIO
Ø IDENTIFICAZIONE, ATTRIBUZIONE, MEMORABILITÀ
9
2. La marca come soggetto semiotico
10. IL DISCORSO DI MARCA: LE LEVE DEL MIX
Ø MARCA E PRODOTTO
Ø MARCA E BRANDING
Ø MARCA E PUBBLICITÀ
Ø MARCA E PACK
Ø MARCA E DISTRIBUZIONE
Ø MARCA E RELAZIONE
Ø MARCA E TENDENZA
10
2. La marca come soggetto semiotico
11. IL RAPPORTO CON IL TARGET
Ø DESTINATARIO IDEALE
Ø TARGET DI COMUNICAZIONE, TARGET DI VENDITA
Ø IL PRESIDIO DELL’INNOVAZIONE
Ø REALE E VIRTUALE
Ø LA FIDUCIA
Ø IL SERVIZIO
Ø I VALORI
11
2. La marca come soggetto semiotico
12. 12
LA GESTIONE DELLA MARCA È UN PROCESSO CONTINUO
L’IDENTITÀ DI MARCA È UNA PROPOSTA DI RELAZIONE
IL RACCONTO DI MARCA NON È (SOLO) UNA STORIA
IN SINTESI:
LA MARCA È UN SISTEMA CHE PRODUCE SENSO
2. La marca come soggetto semiotico
13. LA MARCA COME SOGGETTO
SEMIOTICO
LE OPPORTUNITÀ DI
RICERCA
CHE COS’È LA SEMIOTICA 1
2
3
ALCUNE CASE HISTORY4
Indice
13
INDICAZIONI BIBLIOGRAFICHE
5
6
AVVERTENZE PER L’USO
14. 3. Le opportunità di ricerca
Ø L ’ A P P L I C A Z I O N E S E M I O T I C A P R E V E D E
L’INCROCIO DI ANALISI DESK E RILEVAZIONE
FIELD PER VERIFICARE GLI EFFETTI DI SENSO E LA
LORO ACCOGLIENZA
Ø LA GRIGLIA DI ANALISI SEMIOTICA - PERCORSO
GENERATIVO - IDENTIFICA EFFETTI DI SENSO
POSITIVI E NEGATIVI DI UN DISCORSO
Ø LA PROCEDURA MUOVE DAI CODICI ALLA LORO
PERCEZIONE E RITORNO ---> PER AZIONI DI
OTTIMIZZAZIONE, VALIDAZIONE, PREVISIONE
Ø SVILUPPA LA DECODIFICA SU QUATTRO LIVELLI,
DAL PIÙ CONCRETO AL PIU’ ASTRATTO, IN MODO
UGUALE PER OGNI DIVERSO TIPO DI SUPPORTO
14
15. 3. Le opportunità di ricerca
UNA DINAMICA IN DUE TEMPI
15
obiettivi emissione ricezione
DESK FIELD
16. 3. Le opportunità di ricerca
Ø CREAZIONE/VALIDAZIONE DI NUOVI CONCETTI DI
PRODOTTO E DI COMUNICAZIONE
Ø POSIZIONAMENTO E RIPOSIZIONAMENTO DI UNA
MARCA/UNA TESTATA/UN SOGGETTO POLITICO
Ø OTTIMIZZAZIONE DEGLI ELEMENTI DEL MIX
(NAMING, ADV, PACK , LOGO, PDV, SITO, ECC.)
Ø FINE TUNING DI CORPORATE, BRAND E PRODUCT
IMAGE
16
17. ES: CONCEPT TEST
3. Le opportunità di ricerca
SEARCH! IMAGINATION!
LOCALISM! ICONISM!
X
PRACTICAL VALUES
Y
UTOPIAN VALUES
NON X
PLAYFUL VALUES
NON Y
CRITICAL VALUES
MATERIALISM ABSTRACTION
PROJECTION
ASSURANCE
Wine Spectator
La Cucina italiana
Gourmet
Gault Millau
Viaggi e sapori
Verde oggi
Dove
Gastronomade
Gambero Rosso
Viaggi del gustoDRIVE
Practical + utopian values
New concept
18. ES: POSIZIONAMENTO ADV
3. Le opportunità di ricerca
RINNOVAMENTO
valori pratici
STORICITÀ
valori utopici
ESCLUSIVITÀ
valori ludici
EFFICIENZA
valori critici
OPPORTUNITÀ ECCELLENZA
GARANZIA
RELAZIONE
18
C.Network
D. Istituzionale
A.Millemiglia
B.Milano-Roma
19. ES: PACK TEST
3. Le opportunità di ricerca
EFFICACIA PROFESSIONALE
valori pratici
PERTINENZA FEMMINILE
valori utopici
COSMECEUTICITÀ
valori ludici
FARMACEUTICITÀ
valori critici
DESTINATARIO
MEDICO
DESTINATARIO
DONNA
SPECIFICITÀ MEDICA
GENERALITÀ
PARAMEDICA
19
Posizionamenti costruiti
Posizionamenti percepiti
Younger
Older
20. ES: VERIFICA RETAIL
3. Le opportunità di ricerca
20
E!
B!
D! D!
A!
B!
C!
• A = FOCALIZZAZIONE
INCOATIVA (ENTRATA)
• B = APERTURA/ SPAZIO
DI SCELTA
(ESPOSIZIONE)
• C = CHIUSURA/
EQUIVALENZA DELLE
SCELTE (TRANSIZIONE)
• D = FOCALIZZAZIONE
TERMINATIVA (PROVA)
• E = LUOGO DELLA
SANZIONE
LATERALIZZATA (CASSA)
21. ES: BRAND EVOLUTION
3. Le opportunità di ricerca
21
FARE!
ESSERE!
NON CONDIVIDERE!
BORDERING!
INTIMACY!
CROSSOVER!IRONY!
INCIDENTALITA’!
PROVOCAZIONE! DIVERGENZA!
STRANIAMENTO!
INCONVENIENCE!
UNIQUENESS!
FRAGMENTATION!
EXHIBITIONISM!
NON APPARTENERE!
ECLECTIC!
YOUNIQUE!
ROMANCE!
HAPPY FLEXY!IMAGINA!
22. LA MARCA COME SOGGETTO
SEMIOTICO
LE OPPORTUNITÀ DI
RICERCA
CHE COS’È LA SEMIOTICA 1
2
3
ALCUNE CASE HISTORIES4
Indice
22
INDICAZIONI BIBLIOGRAFICHE
5
6
AVVERTENZE PER L’USO
23. Ø CONCEPT TEST
Ø DESIGN TEST
Ø STORE CHECK
Ø MEDIA MARKETING & PLANNING
Ø WEB SITE EVALUATION
Ø NAME TEST
Ø COPY TEST
Ø PACK TEST
Ø VERIFICA DEL LOGO
Ø ANALISI DI SCENARIO
23
4. Case Histories
* NB: per ragioni di riservatezza tutte le case riportate non sono recenti e in
vari casi già pubblicate
24. • A/INDIVIDUAZIONE DI UN NUOVO CONCETTO
DISTINTIVO
• B/VERIFICA DELLA VALIDITÀ DI UN CONCETTO DATO
METODOLOGIA
• INDIVIDUAZIONE DEI PERCORSI DI SENSO CONTENUTI
NEL CONCETTO E DELLE LORO POSSIBILI ESPANSIONI
(DESK)
• RILEVAZIONE DEL DIFFERENZIALE COMUNICATIVO
PERCEPITO DAI CONSUMATORI (FIELD) TRA CONCETTI
ALTERNATIVI
OUTPUT
• SCELTA DEL CONCEPT OTTIMALE IN FUNZIONE
- DELLA CONGIUNTURA
- DELLA SITUAZIONE DEL MERCATO
- DEGLI OBIETTIVI DI POSIZIONAMENTO
OBIETTIVI
CONCETTO COME NUCLEO DI SENSO
4.1 Concept test
25. • POTENZIALITÀ/ACCETTABILITÀ DEL LATTE BIOLOGICO
A LUNGA CONSERVAZIONE
• INDIVIDUAZIONE DEL CONCETTO DI
POSIZIONAMENTO OTTIMALE
METODOLOGIA
• ANALISI DELLA TENDENZA BIOLOGICA (DESK)
• ANALISI CODICI DI RIFERIMENTO COMPETITORS
(DESK)
• INTERVISTE ANTROPOLOGICHE SULLA PERCEZIONE
DEL BIO
• FOCUS GROUP SUI CONCETTI ALTERNATIVI
INDIVIDUATI
OUTPUT
• DINAMICHE DELLA TENDENZA BIOLOGICA
• ESPLICITAZIONE CODICI BIO LATTE FRESCO/UHT
• ARTICOLAZIONE DEL CONCETTO
OBIETTIVI
CANDIA LATTE BIO
4.1 Concept test/case history
27. • A/ELABORAZIONE DI UN NUOVO DESIGN DI
PRODOTTO
• B/VERIFICA DI MOCK UP ALTERNATIVI
• C/COORDINAMENTO DESIGN DELL’OGGETTO/ALTRI
ELEMENTI DEL MIX DI COMUNICAZIONE
• D/ RINNOVAMENTO DEL DESIGN DI UN PRODOTTO
AFFERMATO
METODOLOGIA
• VALUTAZIONE DEL “RACCONTO” DELLE FORME
• RAPPORTO TRA CATEGORIE PLASTICHE E EFFETTI DI
SENSO
OUTPUT
• OTTIMIZZAZIONE DEL LAVORO COMUNICATIVO
DELL’OGGETTO
OBIETTIVI
DESIGN COME FORMA RESPONSABILE DEL TIPO DI
RELAZIONE PROPOSTA AL TARGET
4.2 Design test
28. • VERIFICA DEI TRATTI DISTINTIVI DELLA NUOVA
STAMPANTE
• VERIFICA DELLA RELAZIONE PROPOSTA AL TARGET
• RAPPORTO DEL NUOVO DESIGN CON L’IMMAGINE DI
MARCA E DI PRODOTTO
METODOLOGIA
• ANALISI DESK MOCK UP + STAMPANTI PRECEDENTI
(STESSO BRAND) + COMPETITOR
OUTPUT
• GESTIONE DEL PASSAGGIO ALLA NUOVA LINEA:
RIDUZIONE DELLO SCARTO (TROPPO EVIDENTE) DA
UNO STILE RAZIONALE/ANALITICO A PASSIONALE/
SINTETICO
• RACCOMANDAZIONI SPECIFICHE SULLE CORREZIONI
ALL’INTERNO DELL’EQUILIBRIO DI MIX
OBIETTIVI
STAMPANTE OLIVETTI
4.2 Design test/case history
30. • A/SUPPORTO ALLA PROGETTAZIONE DI UN NUOVO PDV
• B/VERIFICA DI COERENZA FRA SPAZIO E MIX DI MARCA
• C/VALUTAZIONE DELL’EFFICACIA COMUNICATIVA
DELLO SPAZIO
• D/VERIFICA DI COMPATIBILITÀ CORNER/LINEARE SPAZIO
MULTIMARCA
• E/OTTIMIZZAZIONE DELLA DISTRIBUZIONE STESSA
METODOLOGIA
• ANALISI DELLO SPAZIO (DESK)
• OSSERVAZIONE DEI MOVIMENTI DEI SOGGETTI
NELL’AREA IN ESAME + INTERVISTE ANTROPOLOGICHE
(FIELD)
OUTPUT
• OTTIMIZZAZIONE QUALITATIVA DELLO SPAZIO DI
VENDITA
OBIETTIVI
• PDV COME DISCORSO COSTRUITO SU DIVERSI CODICI
• PDV COME LUOGO CHE COMUNICA A TUTTI I CINQUE SENSI
4.3 Store check
31. • VALUTAZIONE DELLA COESISTENZA DI UN CORNER
GIOIELLERIA CON UN REPARTO (ABBIGLIAMENTO
FEMMINILE) DI UN GRANDE MAGAZZINO
• VERIFICA DEL FUNZIONAMENTO DELLO SPAZIO E
DELLA SUA COERENZA CON LA MARCA
METODOLOGIA
• ANALISI DEI CODICI SPAZIALI
• OSSERVAZIONE DEI PERCORSI E VERIFICA DI
GRADIMENTO/RESISTENZE NEI CONFRONTI DEL
CORNER
OUTPUT
• CORREZIONE DELLA DISCONTINUITÀ RISCONTRATA
FRA LO SPAZIO PRIVATO DELLA MARCA E LO SPAZIO
PUBBLICO DEL GRANDE MAGAZZINO
OBIETTIVI
SPAZIO KIARA/COIN
4.3 Store check/case history
33. METODOLOGIA
OUTPUT
OBIETTIVI
• CENTRALITÀ DEL “CONTRATTO DI LETTURA” ATTIVATO
• MEDIA COME LUOGO DI RELAZIONE VEICOLO/INSERZIONI
4.4 Media marketing&planning
• A/LANCIO/VALUTAZIONE DI UN PRODOTTO MEDIALE
• B/VERIFICA DELLA COMPATIBILITÀ FRA LA RELAZIONE
PROPOSTA DAL VEICOLO E DALLA CAMPAGNA
PUBBLICITARIA E LE ATTESE DEL DESTINATARIO
• C/VALUTAZIONE DELLE RECIPROCHE INFLUENZE FRA
INSERZIONI PUBBLICITARIE E CONTENUTI DEL VEICOLO
• ANALISI DEL “CONTRATTO” DI LETTURA ATTIVATO
(DESK)
• ANALISI DELLE MODALITÀ DI RICEZIONE (FIELD)
• A/DEFINIZIONE DELLO SPAZIO DI POSIZIONAMENTO
PER UN NUOVO SUPPORTO
• B/C/OTTIMIZZAZIONE QUALITATIVA DEL SUPPORTO/DEL
LAVORO DELLA MARCA RISPETTO A CONTENUTI/
INSERZIONI
34. • VERIFICA DEL MIX INFORMAZIONE/SPETTACOLO
• INDAGINE MODALITÀ DI MODERAZIONE DEI
PROGRAMMI
• ESPLORAZIONE MODALITÀ DI RICEZIONE DEL
PUBBLICO
METODOLOGIA
• ANALISI DI 11 PROGRAMMI COSTITUTIVI DEL GENERE
SPORTIVO (DESK)
• ANALISI DEL “L’APPELLO DEL MARTEDÌ” E DELLE SUE
MODALITÀ DI MODERAZIONE (DESK)
• VALUTAZIONE DELLE PRIORITÀ ESPRESSE DAL
PUBBLICO RISPETTO AI VARI ELEMENTI DI GENERE
(FIELD)
OUTPUT
• DEFINIZIONE DELLE TRASMISSIONI VINCENTI
• CORREZIONE DEL LINGUAGGIO NON
ADEGUATAMENTE TARATO SUL TARGET
OBIETTIVI
MEDIASET
4.4 Media marketing&planning/case history
36. • A/SUPPORTO ALLA CREAZIONE DI SITI WEB
• B/IMPLEMENTAZIONE DELLA DISTINTIVITÀ DEL SITO
• C/WEB USABILITY
• D/COERENZA DEL SITO CON IL MIX
METODOLOGIA
• ANALISI DEL LAVORO CONGIUNTO DEI DIVERSI
CODICI, DEI MOMENTI INTERATTIVI E RILEVAZIONE
VALORI VEICOLATI (DESK)
• WEB WORKSHOP (FIELD)
OUTPUT
• INDICAZIONE DEL MIX OPPORTUNO DI CODICI
SONORI, VISIVI, VERBALI, DINAMICI, PROSSEMICI E
INTERATTIVI PER TRADURRE AL MEGLIO GLI OBIETTIVI
STRATEGICI
• OTTIMIZZAZIONE DELLA USABILITY
OBIETTIVI
NEW MEDIA COME VEICOLI DI DISCORSI SUPPORTATI
DALL’UTILIZZO DI CODICI INTERATTIVI E DINAMICI
4.5 Web site evaluation
37. • ESPLICITAZIONE DEL PERCORSO DI LETTURA
COSTRUITO PER L’UTENTE
• VERIFICA DEL GRADIMENTO, DELLA RELAZIONE
COSTRUITA, DELL’ERGONOMIA COMPLESSIVA, DEI
PERCORSI EFFETTIVI
METODOLOGIA
• ANALISI DEL FUNZIONAMENTO COMUNICATIVO DEL
SITO SULLA BASE DEI CODICI UTILIZZATI (DESK)
• WEB WORKSHOP (FIELD)
OUTPUT
• RACCOMANDAZIONI DI INTERVENTO SULL’
INTERFACCIA E SUGLI ASPETTI ERGONOMICO/
FUNZIONALI
OBIETTIVI
4.5 Web site evaluation/case history
GAME ON (E-biscom)
39. • A/NAME TEST CREATIVO
• B/NAME TEST VALUTATIVO
METODOLOGIA
• APERTURA ASSI SEMANTICI DEL CONCETTO
• INDIVIDUAZIONE DENOTAZIONI E
CONNOTAZIONI
• CREAZIONE ALLARGATA
------
• ANALISI PERCORSI DI SENSO DELLE SCELTE
ALTERNATIVE
• VALUTAZIONE DELLA PERTINENZA AL
POSIZIONAMENTO
OUTPUT • OTTIMIZZAZIONE DELLA SCELTA CREATIVA
OBIETTIVI
• IL NOME RIMANDA AI VALORI DELLA MARCA E NE DETERMINA IL
RUOLO
• INSTAURA LA RELAZIONE CON IL DESTINATARIO
4.6 Name test
40. • RIPOSIZIONARE MARCA “TAGLIA FORTE”(GRUPPO
MASKA)- VERSO UNA DEFINIZIONE PIÙ SENSIBILE AL
PRODOTTO “MODA”
• RASSICURARE E VALORIZZARE LA DESTINATARIA
METODOLOGIA
• INDIVIDUAZIONE ED ESPANSIONE ASSI SEMANTICI
PERTINENTI AL CONCETTO DI POSIZIONAMENTO
• ESPANSIONE PERCORSI DENOTATIVI E CONNOTATIVI E
CREATIVITÀ ALLARGATA
• ARTICOLAZIONE DEI NOMI CREATI SECONDO DIVERSE
AREE DI PERTINENZA IN RELAZIONE AL NUOVO
POSIZIONAMENTO
OUTPUT
• SCELTA DI UNA ROSA RISTRETTA DI NOMI DA
SOTTOPORRE AL FIELDWORK
OBIETTIVI
GRUPPO MASKA (NAME TEST CREATIVO)
4.6 Name test/case history
41. 41
4.6 Name test/case history
GRUPPO MASKA/AREE NAMING
! EMOTIVITA’
• Senso
• Rendez – vous
• Melodie
! QUALIFICAZIONE
• Allure
• Profilo
• Contemporary
! UMORALITA’
• Mania
• Verve
• Mood
! PERSONIFICAZIONE
• Desirée
• Manon
• Gala
42. • SCELTA TRA STRADE CREATIVE ALTERNATIVE
• VERIFICA DELLA PERTINENZA E INTELLIGIBILITÀ DEI
SISTEMI DI SIGNIFICAZIONE UTILIZZATI
METODOLOGIA
• SCREENING DEL PANORAMA COMPETITIVO
• ANALISI DEL RAPPORTO TRA CODICI E
FUNZIONAMENTO LOGICO DEL DISCORSO
• VALUTAZIONE PERCORSI DI SENSO DEL COMUNICATO
OUTPUT
• OTTIMIZZAZIONE COMUNICAZIONE
• VALUTAZIONE E VERIFICA EFFICACIA
• SELEZIONE STRADE CREATIVE OTTIMALI
OBIETTIVI
• PUBBLICITÀ COME RELAZIONE TRA CODICI E VALORI
• PUBBLICITÀ COME RACCONTO E DISCORSO
4.7 Copy test
43. • AVVICINAMENTO TARGET/MARCA
METODOLOGIA
• INDIVIDUAZIONE TRATTI PERTINENTI DEL MESSAGGIO
SU DIVERSI LIVELLI (CODICI, DISCORSO, NARRATIVITÀ,
VALORI)
• INDIVIDUAZIONE TONE OF VOICE (→ FREDDEZZA E
INACCESSIBILITÀ ONIRICA)
• INDIVIDUAZIONE POSIZIONAMENTO (→ SURREALTÀ)
OUTPUT
• INTERVENTO SUL TONO DISCORSIVO E SUI CODICI
MA MANTENIMENTO DEL POLO SURREALE
→ VALORIZZAZIONE DEL PRODOTTO, DELLA MARCA
→ RIVALUTAZIONE E INCLUSIONE DEL DESTINATARIO
OBIETTIVI
CAMPAGNA STAMPA BVLGARI
4.7 Copy test/case history
45. • ORIENTARE LA FASE CREATIVA (SCELTA TRA MOCK UP)
• ADATTARE LA COMUNICAZIONE AL PRODOTTO
ESISTENTE
• VALUTARE LA COMPETITIVITÀ EFFETTIVA
• INDIVIDUARE COERENZA E PERTINENZA TRA
CONFEZIONE E MARCA E MARKETING MIX
METODOLOGIA
• ANALISI CODICI IMPLICATI NEL PACKAGING
• ANALISI MODALITÀ DI COMBINAZIONE DELLE
DIFFERENZE RILEVATE E ORGANIZZAZIONE DEL
SIGNIFICATO
OUTPUT
SCELTA DEL PACK OTTIMALE IN FUNZIONE DELL’EFFICACIA
COMUNICATIVA
OBIETTIVI
E’ IL SIGNIFICANTE PER MEZZO DEL QUALE SI TRASMETTE
IL SIGNIFICATO RIGUARDANTE IL PRODOTTO
4.8 Pack test
46. • INDIVIDUARE I CODICI PERTINENTI A OGNI SINGOLO
BRAND IN VISTA DEL LANCIO DI UN NUOVO
CAMEMBERT
METODOLOGIA
• ANALISI TRATTI PERTINENTI
( →MATERIALI/ETICHETTA/LETTERING/COPY/SEGNI
GRAFICI/COLORI)
• VALUTAZIONE DI ANALOGIE E DIFFERENZE
• VALUTAZIONE FUNZIONI SIMBOLICHE E SEMIOTICHE
OUTPUT
RICONOSCIMENTO POSIZIONAMENTI INTORNO AI POLI:
• MODERNITA’ → CONSERVABILITÀ E TRASPORTABILITÀ
• TRADIZIONE → PRODUZIONE ALL’ANTICA
• ORIGINALITA’ → VALORIZZAZIONE DIFFERENZA/NOVITÀ
• SPECIALITA’ → CONNOTAZIONE RUSTICA
OBIETTIVI
CAMEMBERT
4.8 Pack test/case history
48. • VALUTARE PERTINENZA E ALLINEAMENTO ALLA
STRATEGIA
• VALUTARE COERENZA, DISTINTIVITÀ, ATTUALITÀ
METODOLOGIA
• ANALISI PER AREE:
→ NOME/ STRUTTURA FORMALE/ LETTERING/ COLORI
• INDAGINE COMPARATIVA DEL TERRENO COMPETITIVO
OUTPUT
• DETERMINAZIONE DELL’OPPORTUNITÀ DEI CODICI
SCELTI
• MIGLIORAMENTO DELL’EFFICACIA COMUNICATIVA
OBIETTIVI
LOGO COME INSIEME DI TRATTI ESPRESSIVI CHE
MANIFESTANO PERMANENZA E DIFFERENZA
4.9 Verifica del logo
49. • VALUTARE ATTUALITÀ E COERENZA DEL
POSIZIONAMENTO
METODOLOGIA
• INDIVIDUAZIONE DELLE RELAZIONI TRA TRATTI
ESPRESSIVI E SEMANTICI
• IDENTIFICAZIONE DELLE CONFIGURAZIONI
DISCORSIVE SOTTOSTANTI
OUTPUT
• CONFERMA DI ATTUALITÀ E PERTINENZA DEL LOGO
RISPETTO AL DESTINATARIO “IDEALE” E SUA
DISTINTIVITÀ NEL POSIZIONAMENTO DI MERCATO
OBIETTIVI
MTV
4.9 Verifica del logo/case history
51. • EFFETTUARE PREVISIONI QUALITATIVE SULLE TENDENZE
• INDIVIDUARE NUOVE NICCHIE E POTENZIALI DI
INFLUENZAMENTO DELLA TENDENZA
• CONOSCERE LA DINAMICA DELLE TENDENZE
• SUPPORTARE LE RICERCHE AD HOC
METODOLOGIA
• MONITORAGGIO CONTINUATIVO INTERNAZIONALE
MAPPATURA ANNUALE
• DECLINAZIONE PER SCENARI MERCEOLOGICI E AD
HOC
OUTPUT
• GESTIONE CODICI DI SETTORE E INFLUENZE
COMUNICATIVE
• VALUTAZIONE DEL RAPPORTO POSIZIONAMENTO
MARCA/TENDENZA
OBIETTIVI
SCENARI COME OSSERVATORI PER LE TENDENZE,
SISTEMA DI VALORI PROPULSIVI E CONCETTI STRATEGICI
4.10 Analisi di scenario
52. • INDIVIDUARE OPPORTUNITÀ DI INVESTIMENTO DEL
BRAND PUPA -PER UNA NUOVA LINEA DI PROFUMI-
SULLA TENDENZA SOCIALE
METODOLOGIA
• ANALISI DI SCENARIO RELATIVA ALLA TENDENZA
SOCIALE (DESK)
• RIUNIONI DI GRUPPO PER LA VERIFICA DELLA
PERTINENZA DELLA TENDENZA STESSA PRESSO IL CORE
TGT
OUTPUT
• INDIVIDUAZIONE DELL’AREA OPPORTUNA
D’INVESTIMENTO PER IL NUOVO PROFUMO PUPA
→ DOSAGGIO DEI CODICI, BENEFIT, MEDIAZIONE CON
LA TENDENZA
OBIETTIVI
PROFUMO PUPA
4.10 Analisi di scenario/case history
54. LA MARCA COME SOGGETTO
SEMIOTICO
LE OPPORTUNITÀ DI
RICERCA
CHE COS’È LA SEMIOTICA 1
2
3
ALCUNE CASE HISTORY4
Indice
54
INDICAZIONI BIBLIOGRAFICHE
5
6
AVVERTENZE PER L’USO
55. 5. Avvertenze per l’uso
55
Ø OPERARE UNA NETTA DISTINZIONE TRA SEMIOTICA E SEMIOLOGIA: LA PRIMA
“BUCA” LA SUPERFICIE TESTUALE E QUALIFICA LE DIFFERENZE, LA SECONDA SI
LIMITA A INDIVIDUARE SIGNIFICATI IMMEDIATI E ASSOCIATI
Ø INTEGRARE LA RICERCA DESK AL FIELDWORK, L’APPLICAZIONE SEMIOTICA
NON È UNA “PERIFERICA” ESTERNA AL PROBLEMA DI RICERCA, È LA CHIAVE
DI VOLTA PER COMPRENDERE LA COMPLESSITÀ DELLE RELAZIONI
COMUNICAZIONALI
Ø ESIGERE UN LINGUAGGIO SEMPLICE E OPERATIVO: LA SEMIOTICA DERIVA
DALLA SUA NATURA TESTUALE LA CONCRETEZZA DELL’APPROFONDIMENTO
ANALITICO.
56. LA MARCA COME SOGGETTO
SEMIOTICO
LE OPPORTUNITÀ DI
RICERCA
CHE COS’È LA SEMIOTICA 1
2
3
ALCUNE CASE HISTORY4
Indice
56
INDICAZIONI BIBLIOGRAFICHE
5
6
AVVERTENZE PER L’USO
57. 6. Indicazioni bibliografiche
57
• Ceriani, G. (2001), Marketing moving: l’approccio semiotico
(FrancoAngeli, Milano)
• Ceriani, G. (2007), Hot spot e sfere di cristallo (FrancoAngeli, Milano)
• Ferraro, G. (1987), Strategie di immagine (Centro Scientifico Editore,
Torino)
• Ferraro, G. (1998), L’emporio dei segni (Meltemi Editore, Roma)
• Floch, J.M. (1990), Semiotica, marketing e comunicazione
(FrancoAngeli, Milano)
• Floch, J.M. (1997), Identità visive (FrancoAngeli, Milano)
• Marrone, G. (2007), Il discorso di marca (Laterza, Bari)
• Semprini, A. (2006), la marca postmoderna (FrancoAngeli, Milano)
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