How reframing Semiotics as the ‘Cultural Systems Thinking’ for Business can help brands and organisations navigate sense and create meaning for the value creation & growth. Based on the talk for the Festival of #NewMR on February 8, 2018. The presentation can be accessed here: http://newmr.org/presentations/5a284880/
Brand Week 2019 Istanbul | The Future Of Brands: Lead With Meaning At The CoreDr. Martina Olbert
Brands are in the business of meaning exchange. Meaning is what we consume in all things, be it products, services or our human relationships. It drives our decisions and behaviours. It is the cornerstone of value.
Meaning is the core intangible asset for brands to build and retain value and grow long-term equity. Without meaning, brands become innately hollow, empty shells and mere commodities.
Understanding how people create, share and consume meaning and how to navigate meaning systemically in the global market full of cultural complexity is paramount to the future success of brands and organisations.
Meaning is quickly becoming the new leading business currency in the 21st century. Semiotics and anthropology are the new literacy, the new language that brand leaders need to speak to keep their brands relevant, valuable and profitable in the quickly changing world today.
Istanbul, Turkey | November 6, 2019
https://www.brandweekistanbul.com/
Reframing Diversity: Changing the Diversity and Gender Stereotypes Conversati...Dr. Martina Olbert
Diversity remains to be a big issue in business, organisations and branding today. It is primarily because the very essence and meaning of Diversity have been misunderstood and misinterpreted with the dominant meaning of Diversity becoming synonymous with inclusion and organisational policy. Diversity is a much bigger conversation in business and society, however. It is the very backbone of Humanity. In order to unlock the true value of Diversity in business and society equally, we need to reframe the Diversity conversation and offer more (diversified) angles on how to look and understand its full potential. Diversity doesn't only concern inclusion and social representation but also value creation, creativity, culture and business strategy all leading to a meaningful and sustainable growth. In the new world, Diversity is an asset to be maximised, not a liability to be minimised and tolerated. Businesses and brands need to adapt to this mindset to fully utilise Diversity in its essence.
This presentation was prepared for an expert roundtable talk at Stylus Innovation + Research Advisory in London, May 2018.
How Brands Can Bridge The Gap Of Meaning: Using Semiotics Systemically To Mea...Dr. Martina Olbert
The rapid evolution of our industry and the new complex problems brands and organisations are facing today call for the development of new types of solutions to solve these challenges. Locally applied insights are no longer enough to produce ground-breaking results. Instead, we must apply insights holistically to respect the true nature of brands as ecosystems of cultural meaning. The answer to fixing problems in a lasting way that allows for a real transformation and creation of new value lies in adopting the systemic perspective. This means that we need to combine the detail and the high-level view, the outside-in and the inside-out perspective at once to understand these complex challenges in their real time and real world context.
For this, we need to reframe how semiotics is used in the industry and what problems it serves to fix for clients. What semiotics lacks is a master narrative in business: what it does, what it’s used for and why, with what results and how else can it be applied to maximise value. The absence of a more systemic approach to meaning-making is the reason why semiotics is often relegated to the ad hoc/niche market research box, instead of being viewed as ‘the highway of meaning’ or ‘mental superstructure’ that cuts through all business, brand and organisational decisions – a position semiotics truly deserves as the meta-science of human cognition. To unlock the true power of semiotics, we must apply it systemically. This way, we can help clients bridge the gap of meaning between brands/organisations and culture/society where value gets lost once and for all.
In this talk, I’ll demonstrate the systemic view on semiotics and meaning-making by showcasing several recent examples of brands misstepping their cultural mark, and thus eroding/distorting social relevance of important cultural concepts, such as diversity, masculinity, femininity or unity. I will also explain how a quantified cultural semiotics tool developed by Signoi now makes it possible to apply semiotics in such a systemic way to help clients transform their meaning and make sense of the cultural complexity they operate in daily.
The goal of this talk is to illustrate the deepening divide between corporations and society today and explain how semiotics can fix this disconnect as the method to redefine and reframe meaning, which is – as we already know – what people actually consume in brands and what they value in their lives.
How Brands Can Bridge The Gap Of Meaning: Using Semiotics Systemically To Mea...Ray Poynter
The rapid evolution of the market research industry and the new complex problems brands and organisations are facing today call for the development of new types of solutions to solve these challenges. Locally applied insights are no longer enough to produce ground-breaking results. Instead, we must apply insights holistically to respect the true nature of brands as ecosystems of cultural meaning. The answer to fixing problems in a lasting way that allows for a real transformation and creation of new value lies in adopting the systemic perspective. This means that we need to combine the detail and the high-level view, the outside-in and the inside-out perspective at once to understand these complex challenges in their real time and real world context.For this, we need to reframe how semiotics is used in the industry and what problems it serves to fix for clients. What semiotics lacks is a master narrative in business: what it does, what it’s used for and why, with what results and how else can it be applied to maximise value. The absence of a more systemic approach to meaning-making is the reason why semiotics is often relegated to the ad hoc/niche market research box, instead of being viewed as ‘the highway of meaning’ or ‘mental superstructure’ that cuts through all business, brand and organisational decisions – a position semiotics truly deserves as the meta-science of human cognition. To unlock the true power of semiotics, we much apply it systemically. This way, we can help clients bridge the gap of meaning between brands/organisations and culture/society where value gets lost once and for all.In this talk, I’ll demonstrate the systemic view on semiotics and meaning-making by showcasing several recent examples of brands misstepping their cultural mark, and thus eroding/distorting social relevance of important cultural concepts, such as diversity, masculinity, femininity or unity. I will also explain how a quantified cultural semiotics tool developed by Signoi now makes it possible to apply semiotics in such a systemic way to help clients transform their meaning and make sense of the cultural complexity they operate in daily.The goal of this talk is to illustrate the deepening divide between corporations and society today and explain how semiotics can fix this disconnect as the method to redefine and reframe meaning, which is – as we already know – what people actually consume in brands and what they value in their lives.
The Semiotic Manual: An Innovation Tool Helping Global Brands Scale Sense Acr...Dr. Martina Olbert
This is a presentation about The Semiotic Manual – a talk I originally delivered at the 2017 Semiofest conference in Toronto, Canada. In this presentation, you’ll find the global perspective of the most pressing changes of the global landscape shifting the nature of the marketing industry, as well a sample of the most frequent fails of brand localisation and brand adaptation in cultures worldwide. The Semiotic Manual is an innovative strategic tool developed with an aim to help global brands scale sense & align meaning across touchpoints, markets and geographies to limit cultural friction, fragmentation and ultimately increase cultural relevance to maximize brand value and boost brand equity.
Brand Week 2019 Istanbul | The Future Of Brands: Lead With Meaning At The CoreDr. Martina Olbert
Brands are in the business of meaning exchange. Meaning is what we consume in all things, be it products, services or our human relationships. It drives our decisions and behaviours. It is the cornerstone of value.
Meaning is the core intangible asset for brands to build and retain value and grow long-term equity. Without meaning, brands become innately hollow, empty shells and mere commodities.
Understanding how people create, share and consume meaning and how to navigate meaning systemically in the global market full of cultural complexity is paramount to the future success of brands and organisations.
Meaning is quickly becoming the new leading business currency in the 21st century. Semiotics and anthropology are the new literacy, the new language that brand leaders need to speak to keep their brands relevant, valuable and profitable in the quickly changing world today.
Istanbul, Turkey | November 6, 2019
https://www.brandweekistanbul.com/
Reframing Diversity: Changing the Diversity and Gender Stereotypes Conversati...Dr. Martina Olbert
Diversity remains to be a big issue in business, organisations and branding today. It is primarily because the very essence and meaning of Diversity have been misunderstood and misinterpreted with the dominant meaning of Diversity becoming synonymous with inclusion and organisational policy. Diversity is a much bigger conversation in business and society, however. It is the very backbone of Humanity. In order to unlock the true value of Diversity in business and society equally, we need to reframe the Diversity conversation and offer more (diversified) angles on how to look and understand its full potential. Diversity doesn't only concern inclusion and social representation but also value creation, creativity, culture and business strategy all leading to a meaningful and sustainable growth. In the new world, Diversity is an asset to be maximised, not a liability to be minimised and tolerated. Businesses and brands need to adapt to this mindset to fully utilise Diversity in its essence.
This presentation was prepared for an expert roundtable talk at Stylus Innovation + Research Advisory in London, May 2018.
How Brands Can Bridge The Gap Of Meaning: Using Semiotics Systemically To Mea...Dr. Martina Olbert
The rapid evolution of our industry and the new complex problems brands and organisations are facing today call for the development of new types of solutions to solve these challenges. Locally applied insights are no longer enough to produce ground-breaking results. Instead, we must apply insights holistically to respect the true nature of brands as ecosystems of cultural meaning. The answer to fixing problems in a lasting way that allows for a real transformation and creation of new value lies in adopting the systemic perspective. This means that we need to combine the detail and the high-level view, the outside-in and the inside-out perspective at once to understand these complex challenges in their real time and real world context.
For this, we need to reframe how semiotics is used in the industry and what problems it serves to fix for clients. What semiotics lacks is a master narrative in business: what it does, what it’s used for and why, with what results and how else can it be applied to maximise value. The absence of a more systemic approach to meaning-making is the reason why semiotics is often relegated to the ad hoc/niche market research box, instead of being viewed as ‘the highway of meaning’ or ‘mental superstructure’ that cuts through all business, brand and organisational decisions – a position semiotics truly deserves as the meta-science of human cognition. To unlock the true power of semiotics, we must apply it systemically. This way, we can help clients bridge the gap of meaning between brands/organisations and culture/society where value gets lost once and for all.
In this talk, I’ll demonstrate the systemic view on semiotics and meaning-making by showcasing several recent examples of brands misstepping their cultural mark, and thus eroding/distorting social relevance of important cultural concepts, such as diversity, masculinity, femininity or unity. I will also explain how a quantified cultural semiotics tool developed by Signoi now makes it possible to apply semiotics in such a systemic way to help clients transform their meaning and make sense of the cultural complexity they operate in daily.
The goal of this talk is to illustrate the deepening divide between corporations and society today and explain how semiotics can fix this disconnect as the method to redefine and reframe meaning, which is – as we already know – what people actually consume in brands and what they value in their lives.
How Brands Can Bridge The Gap Of Meaning: Using Semiotics Systemically To Mea...Ray Poynter
The rapid evolution of the market research industry and the new complex problems brands and organisations are facing today call for the development of new types of solutions to solve these challenges. Locally applied insights are no longer enough to produce ground-breaking results. Instead, we must apply insights holistically to respect the true nature of brands as ecosystems of cultural meaning. The answer to fixing problems in a lasting way that allows for a real transformation and creation of new value lies in adopting the systemic perspective. This means that we need to combine the detail and the high-level view, the outside-in and the inside-out perspective at once to understand these complex challenges in their real time and real world context.For this, we need to reframe how semiotics is used in the industry and what problems it serves to fix for clients. What semiotics lacks is a master narrative in business: what it does, what it’s used for and why, with what results and how else can it be applied to maximise value. The absence of a more systemic approach to meaning-making is the reason why semiotics is often relegated to the ad hoc/niche market research box, instead of being viewed as ‘the highway of meaning’ or ‘mental superstructure’ that cuts through all business, brand and organisational decisions – a position semiotics truly deserves as the meta-science of human cognition. To unlock the true power of semiotics, we much apply it systemically. This way, we can help clients bridge the gap of meaning between brands/organisations and culture/society where value gets lost once and for all.In this talk, I’ll demonstrate the systemic view on semiotics and meaning-making by showcasing several recent examples of brands misstepping their cultural mark, and thus eroding/distorting social relevance of important cultural concepts, such as diversity, masculinity, femininity or unity. I will also explain how a quantified cultural semiotics tool developed by Signoi now makes it possible to apply semiotics in such a systemic way to help clients transform their meaning and make sense of the cultural complexity they operate in daily.The goal of this talk is to illustrate the deepening divide between corporations and society today and explain how semiotics can fix this disconnect as the method to redefine and reframe meaning, which is – as we already know – what people actually consume in brands and what they value in their lives.
The Semiotic Manual: An Innovation Tool Helping Global Brands Scale Sense Acr...Dr. Martina Olbert
This is a presentation about The Semiotic Manual – a talk I originally delivered at the 2017 Semiofest conference in Toronto, Canada. In this presentation, you’ll find the global perspective of the most pressing changes of the global landscape shifting the nature of the marketing industry, as well a sample of the most frequent fails of brand localisation and brand adaptation in cultures worldwide. The Semiotic Manual is an innovative strategic tool developed with an aim to help global brands scale sense & align meaning across touchpoints, markets and geographies to limit cultural friction, fragmentation and ultimately increase cultural relevance to maximize brand value and boost brand equity.
Tell your own story how can you become the next exponential catalyst? previewWeAreInnovation
Following our Loop#2, Round#6 discussion, we have come up with a new question to understand how to use technologies to reach a systemic, « exponential everything » impact. The expression is derived from the idea highlighted by experts that the IoT was driving knowledge and information sharing in an exponential way. I have therefore taken on board the investigation of our current analyses and strategic recommendations to determine how the rise of digital data could enable smart change makers to optimize innovation and drive sustainable, « exponential » growth. This is a preview version. Download the full report: https://gumroad.com/l/CczAI
Tell your own story : how can you build human values for innovation? (preview)WeAreInnovation
Through recent discussions engaging social media and technology experts, innovation leaders and entrepreneurs have outlined a central question that could help generate long term value for their projects: what human values could we define for innovation?
You could see this presentation as a "thinkathon" collating customers, finance stakeholders and business experts views and processing them through methodologies defined as the discussion goes along. We created a tool to capture requirements, a thinking framework to compile user stories into user solutions, and a management tool to monitor costs and results. Finally, we have consolidated results into an end-to-end plan which you can use to tell your own story and build human values for innovation.
The phenomenon of brands has transformed the economy and people’s way of life all around the world. Brands constitute part of both the economic dimension (as a business tool) and the social dimension (as a sociological phenomenon) and have the power to change them.
Martin Kornberger, Professor at the Copenhagen Business School, in his book “Brand Society” defends that brands are used to obtain immediate economic returns rather than to transform the society and people’s lives that in turn would lead to economic results and it’s time to change the situation and try to establish close and well-coordinated relations between producers and consumers.
Nowadays, brands represent a new form of organising production and managing consumption and are transcending their habitual domain (organisation) and stretch the borders of influence. They should conform to a formula that combines magic and logic, this is, brands need to provide solutions for improving our lives and at the same time leave impressions in our lives.
The monopoly of businesses for instituting organisation and production is giving way to creativity of communities and social networks. Boundaries between the internal and external are disappearing, enabling greater interaction between stakeholders. Organisational culture is changing towards lower fragmentation and fewer internal divisions. Management is no longer governed by the ideas of authority and control, and includes more elements of autonomy and cooperation.
Regarding this aspect, brands challenge the traditional identity of companies, their capacity to innovate and their organisational culture by putting them in touch with new realities and needs and helping them to understand the changes in the society, economy and capitalism.
Capitalism used to be cold, rational and mechanical. Brands, on the contrary, encourage companies to be more approachable, emotional and organic and drive management through identity, values and life style and act as a link between business and culture that has been missing up until now,
Expectations of stakeholders, and customers in particular, have grown in what concerns design. Ikea, Apple, Google or Starbucks are some of the companies that have understood how to effectively associate the design with their brands and have understood that now brands have to express beauty and be beautiful.
To conclude, Kornberger explains the way psychology, sociology and economy converge; they
transform the way people live and consume as well as the way companies produce goods.
There is no doubt about the importance of brand, and yet more research is needed in the area in order to enable brands accomplish their mission: combine the social and economic dimensions in order to create value.
The Rise of Mental Illness and Its Devastating Impact on Society Free .... MentalHealthEssay clean. Mental Illness Essay | NUR210 - Health Sociology - CDU | Thinkswap. mental health essay. Mental Health Essay — ADVERTISEMENT. WHAT IS MENTAL HEALTH Essay Example | Topics and Well Written Essays .... Free mental health essays and papers 123helpme 2017. Mental health and illness - PHDessay.com. Mental Health Essay : NIH announces winners of high school mental .... Question 2 essay, mental health. - Question 2: How might stigma impact .... Mental Illness and Symbolic Interaction Essay Example | Topics and Well .... (PDF) Essays and Debates in Mental Health. College Essay About Mental Illness Example. Mental health essay :: Short essay on the importance of Mental Health. Short Essay On The Importance of Mental Health | PDF. Essay on Mental Health and Mental Illness. 006 P1 Essay Example Mental Illness ~ Thatsnotus. Essay on mental health - Docsity. How To Write An Essay On Mental Health - Agnew Text. 009 Mental Illness Essay Topics Example ~ Thatsnotus. Mental Health Essay | Essay on Mental Health for Students and Children .... Essay Summary of Mental Health - PHDessay.com. Mental illness opinion essay - What can be done: Some Ideas about .... Essays on Mental Illness : Real People, Real Life, Real Hope (Paperback ....
EMMRI2022 - Nicoletta Carboni - Research Infrastructures branding and positio...Nicoletta Carboni
This word was presented in the frame of EMMRI - Executive Master in Management of Research Infrastructures, at the University Milano Bicocca, with a focus on:
• Brand strategy: key elements and steps;
• Mapping stakeholders;
• Choosing the right communication channels to maximise impact;
• Planning an effective communication campaign: case study;
• An insight on digital communication.
Objective of the module on "Raising awareness of Research Infrastructures" was to provide participants with an adequate understanding of all the key issues related to communication and raising awareness in a research infrastructure. The module helped participants to analyse the communication process, its tools and styles, in order to create value (brand, reputation).
The Future of Business, Organization and HRMSeta Wicaksana
In an ever-evolving global landscape, the realm of business development is undergoing a profound transformation.
The convergence of technological advancements, shifting consumer preferences, and dynamic market conditions has created a paradigm shift that promises to reshape the way businesses approach growth and expansion.
The future of business development is not only about adapting to change but also about harnessing emerging trends and innovations to thrive in an increasingly competitive environment.
To better organize a business in the future, leaders should embrace nine imperatives that collectively explain “who we are” as an organization, “how we operate,” and “how we grow.”
Brands have always been content marketers in a sense, but with the changing digital landscape, content
marketing is more important than ever.
We define content marketing as the organization, creation and distribution of content to better connect with
consumers or potential consumers. Birthed at the intersection of strategy, community and creative, “content” are those assets and experiences that, in aggregate, form the pieces of your brand’s story.
This report outlines the key pillars to content marketing and advises marketers on how they can craft and execute successful content marketing programs.
CSR Value Continuum: Value Distribution to Value CreationWayne Dunn
A short article discussing a CSR Value Continuum, a framework for understanding how CSR projects, programs and initiatives can be viewed along a continuum from value distribution to value creation.
The article contrasts this approach with the widely known Shared Value approach.
The article was published by Triple Pundit at http://www.triplepundit.com/2014/02/csr-value-continuum-value-distribution-shared-value-creation/
A white paper from The Inovo Group - Opportunities are central to innovation. Read Inovo's latest white paper to learn more or visit theinovogroup.com.
The year 2017 calls for the end of global brands, at least as we know them. The future looks much more incomprehensible, complex and blurred, which requires a much more granular, nuanced and tribal approach to designing brands & crafting their communication. Simple solutions are no longer enough. Simplicity needs to be applied on a complex level to spark relevancy and drive significance from bottom up. What does this mean for global brands? In this report, you'll find the 6 key dimensions global brands will need to understand to maximise their value growth and boost equity in 2017.
Semiotics: How To Increase Meaningfulness, Effectiveness & Cultural Relevancy...Dr. Martina Olbert
Brand communication suffers from over-saturation, fragmentation, inconsistency, or worse a sheer meaninglessness in the local markets worldwide. What's lacking is the cultural relevancy, which drives innate value of brands and triggers purchase behaviour. Globally unified and adapted brand contents often fail to resonate with the local specifics of people and culture. Semiotics can serve as a great instrument to increase cultural relevancy and stimulate brand growth from bottom up. In this presentation, you'll find the methodological approach to increasing brand's cultural relevancy and a couple of practical examples of optimising brand communication in the Czech Republic. The focus here is on redefining meaning in the beer and detergent categories, as well as the meaning trajectory of femininity in the Czech cultural context.
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Tell your own story how can you become the next exponential catalyst? previewWeAreInnovation
Following our Loop#2, Round#6 discussion, we have come up with a new question to understand how to use technologies to reach a systemic, « exponential everything » impact. The expression is derived from the idea highlighted by experts that the IoT was driving knowledge and information sharing in an exponential way. I have therefore taken on board the investigation of our current analyses and strategic recommendations to determine how the rise of digital data could enable smart change makers to optimize innovation and drive sustainable, « exponential » growth. This is a preview version. Download the full report: https://gumroad.com/l/CczAI
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Through recent discussions engaging social media and technology experts, innovation leaders and entrepreneurs have outlined a central question that could help generate long term value for their projects: what human values could we define for innovation?
You could see this presentation as a "thinkathon" collating customers, finance stakeholders and business experts views and processing them through methodologies defined as the discussion goes along. We created a tool to capture requirements, a thinking framework to compile user stories into user solutions, and a management tool to monitor costs and results. Finally, we have consolidated results into an end-to-end plan which you can use to tell your own story and build human values for innovation.
The phenomenon of brands has transformed the economy and people’s way of life all around the world. Brands constitute part of both the economic dimension (as a business tool) and the social dimension (as a sociological phenomenon) and have the power to change them.
Martin Kornberger, Professor at the Copenhagen Business School, in his book “Brand Society” defends that brands are used to obtain immediate economic returns rather than to transform the society and people’s lives that in turn would lead to economic results and it’s time to change the situation and try to establish close and well-coordinated relations between producers and consumers.
Nowadays, brands represent a new form of organising production and managing consumption and are transcending their habitual domain (organisation) and stretch the borders of influence. They should conform to a formula that combines magic and logic, this is, brands need to provide solutions for improving our lives and at the same time leave impressions in our lives.
The monopoly of businesses for instituting organisation and production is giving way to creativity of communities and social networks. Boundaries between the internal and external are disappearing, enabling greater interaction between stakeholders. Organisational culture is changing towards lower fragmentation and fewer internal divisions. Management is no longer governed by the ideas of authority and control, and includes more elements of autonomy and cooperation.
Regarding this aspect, brands challenge the traditional identity of companies, their capacity to innovate and their organisational culture by putting them in touch with new realities and needs and helping them to understand the changes in the society, economy and capitalism.
Capitalism used to be cold, rational and mechanical. Brands, on the contrary, encourage companies to be more approachable, emotional and organic and drive management through identity, values and life style and act as a link between business and culture that has been missing up until now,
Expectations of stakeholders, and customers in particular, have grown in what concerns design. Ikea, Apple, Google or Starbucks are some of the companies that have understood how to effectively associate the design with their brands and have understood that now brands have to express beauty and be beautiful.
To conclude, Kornberger explains the way psychology, sociology and economy converge; they
transform the way people live and consume as well as the way companies produce goods.
There is no doubt about the importance of brand, and yet more research is needed in the area in order to enable brands accomplish their mission: combine the social and economic dimensions in order to create value.
The Rise of Mental Illness and Its Devastating Impact on Society Free .... MentalHealthEssay clean. Mental Illness Essay | NUR210 - Health Sociology - CDU | Thinkswap. mental health essay. Mental Health Essay — ADVERTISEMENT. WHAT IS MENTAL HEALTH Essay Example | Topics and Well Written Essays .... Free mental health essays and papers 123helpme 2017. Mental health and illness - PHDessay.com. Mental Health Essay : NIH announces winners of high school mental .... Question 2 essay, mental health. - Question 2: How might stigma impact .... Mental Illness and Symbolic Interaction Essay Example | Topics and Well .... (PDF) Essays and Debates in Mental Health. College Essay About Mental Illness Example. Mental health essay :: Short essay on the importance of Mental Health. Short Essay On The Importance of Mental Health | PDF. Essay on Mental Health and Mental Illness. 006 P1 Essay Example Mental Illness ~ Thatsnotus. Essay on mental health - Docsity. How To Write An Essay On Mental Health - Agnew Text. 009 Mental Illness Essay Topics Example ~ Thatsnotus. Mental Health Essay | Essay on Mental Health for Students and Children .... Essay Summary of Mental Health - PHDessay.com. Mental illness opinion essay - What can be done: Some Ideas about .... Essays on Mental Illness : Real People, Real Life, Real Hope (Paperback ....
EMMRI2022 - Nicoletta Carboni - Research Infrastructures branding and positio...Nicoletta Carboni
This word was presented in the frame of EMMRI - Executive Master in Management of Research Infrastructures, at the University Milano Bicocca, with a focus on:
• Brand strategy: key elements and steps;
• Mapping stakeholders;
• Choosing the right communication channels to maximise impact;
• Planning an effective communication campaign: case study;
• An insight on digital communication.
Objective of the module on "Raising awareness of Research Infrastructures" was to provide participants with an adequate understanding of all the key issues related to communication and raising awareness in a research infrastructure. The module helped participants to analyse the communication process, its tools and styles, in order to create value (brand, reputation).
The Future of Business, Organization and HRMSeta Wicaksana
In an ever-evolving global landscape, the realm of business development is undergoing a profound transformation.
The convergence of technological advancements, shifting consumer preferences, and dynamic market conditions has created a paradigm shift that promises to reshape the way businesses approach growth and expansion.
The future of business development is not only about adapting to change but also about harnessing emerging trends and innovations to thrive in an increasingly competitive environment.
To better organize a business in the future, leaders should embrace nine imperatives that collectively explain “who we are” as an organization, “how we operate,” and “how we grow.”
Brands have always been content marketers in a sense, but with the changing digital landscape, content
marketing is more important than ever.
We define content marketing as the organization, creation and distribution of content to better connect with
consumers or potential consumers. Birthed at the intersection of strategy, community and creative, “content” are those assets and experiences that, in aggregate, form the pieces of your brand’s story.
This report outlines the key pillars to content marketing and advises marketers on how they can craft and execute successful content marketing programs.
CSR Value Continuum: Value Distribution to Value CreationWayne Dunn
A short article discussing a CSR Value Continuum, a framework for understanding how CSR projects, programs and initiatives can be viewed along a continuum from value distribution to value creation.
The article contrasts this approach with the widely known Shared Value approach.
The article was published by Triple Pundit at http://www.triplepundit.com/2014/02/csr-value-continuum-value-distribution-shared-value-creation/
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The year 2017 calls for the end of global brands, at least as we know them. The future looks much more incomprehensible, complex and blurred, which requires a much more granular, nuanced and tribal approach to designing brands & crafting their communication. Simple solutions are no longer enough. Simplicity needs to be applied on a complex level to spark relevancy and drive significance from bottom up. What does this mean for global brands? In this report, you'll find the 6 key dimensions global brands will need to understand to maximise their value growth and boost equity in 2017.
Semiotics: How To Increase Meaningfulness, Effectiveness & Cultural Relevancy...Dr. Martina Olbert
Brand communication suffers from over-saturation, fragmentation, inconsistency, or worse a sheer meaninglessness in the local markets worldwide. What's lacking is the cultural relevancy, which drives innate value of brands and triggers purchase behaviour. Globally unified and adapted brand contents often fail to resonate with the local specifics of people and culture. Semiotics can serve as a great instrument to increase cultural relevancy and stimulate brand growth from bottom up. In this presentation, you'll find the methodological approach to increasing brand's cultural relevancy and a couple of practical examples of optimising brand communication in the Czech Republic. The focus here is on redefining meaning in the beer and detergent categories, as well as the meaning trajectory of femininity in the Czech cultural context.
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A COMPLETE GUIDE TO COMMERCIAL SEMIOTICS: How To Use Semiotics In Marketing T...Dr. Martina Olbert
Understanding semiotics has never been easier!
This presentation aims to give you basic overview of what semiotics is, what the difference is in between academic & commercial semiotics, and demonstrate use of semiotics on some practical examples to show you that semiotics is a powerful instrument for marketing research & brand planning.
Semiotics just keeps on running where traditional research gets short of breath. Market research doesn't have an access to the broader context of a brand universe because it is too busy asking consumers what they think. Semiotics, on the other hand, goes right to the source: the culture. It screens its codes, from which it extrapolates meanings that can be fueled back to the brand and ensure its cultural relevance with the local market, as well its consistent & sustainable management in the future.
Thanks to detecting these cultural codes semioticians are able to see the brand consciously the same way that consumers see it unconsciously. This is the very reason that semioticians can have more answers than consumers could ever give you, especially to the why questions that consumers cannot have answers to because they are the products of their culture & environment.
I have detected that semiotics has 3 main levels, on which it can be used in marketing. These levels are Validating, Inspirational & Strategic directly answering to the most important questions of any text: WHAT, HOW & WHY. These three levels of semiotics usage serve as a basis for learning more about how we can use semiotics to unlock the hidden potential of your brands.
Feel free to contact me with further questions regarding this presentation or with semiotic consultancy requests:
PhDr. Martina Olbertova
info@martinaolbertova.com
www.martinaolbertova.com
#LOVESEMIOTICS
Thank you!
DEMYTHICIZING RESEARCH! Research in Transition: Future Favors Integration.Dr. Martina Olbert
Demythicizing Research is a presentation prepared for an Inspiration panel on future of research named Research in Transition: Future Favors Integration, which I hosted at the conference Forum Media 2013 in Prague, Czech Republic.
Ultimately, the aim of this presentation is to take down the FIVE BIGGEST POPULAR MYTHS there are in Research today & draw attention to some of the most important issues that market research is dealing with as an industry.
MYTH 1: The Outcome of Research Comes in the Data File.
MYTH 2: Research is Supposed to Tell Me What Consumers What.
MYTH 3: Answers are Locked in the Heads of Consumers & Research Should Dig Them Out.
MYTH 4: Research is Used for Validation.
MYTH 5: There's Nothing Creative About Research, It's an Analytical Industry.
The message is clear: We need to demythicize research as these false perceptions of what research is have clouded our judgement to the point, we're not able to use its full potential to unlock further opportunities for our clients' businesses.
Influence of Global Trends on Marketing of Local ProductsDr. Martina Olbert
Presentation prepared for a conference International Days of Marketing organized in Marrakech and Guelmim, Morocco. I was asked to speak about global marketing trends influencing better marketing of local products, a topic which marketeers could use for inspiration in marketing of their own local products in competition of global products in Morocco.
Senior Project and Engineering Leader Jim Smith.pdfJim Smith
I am a Project and Engineering Leader with extensive experience as a Business Operations Leader, Technical Project Manager, Engineering Manager and Operations Experience for Domestic and International companies such as Electrolux, Carrier, and Deutz. I have developed new products using Stage Gate development/MS Project/JIRA, for the pro-duction of Medical Equipment, Large Commercial Refrigeration Systems, Appliances, HVAC, and Diesel engines.
My experience includes:
Managed customized engineered refrigeration system projects with high voltage power panels from quote to ship, coordinating actions between electrical engineering, mechanical design and application engineering, purchasing, production, test, quality assurance and field installation. Managed projects $25k to $1M per project; 4-8 per month. (Hussmann refrigeration)
Successfully developed the $15-20M yearly corporate capital strategy for manufacturing, with the Executive Team and key stakeholders. Created project scope and specifications, business case, ROI, managed project plans with key personnel for nine consumer product manufacturing and distribution sites; to support the company’s strategic sales plan.
Over 15 years of experience managing and developing cost improvement projects with key Stakeholders, site Manufacturing Engineers, Mechanical Engineers, Maintenance, and facility support personnel to optimize pro-duction operations, safety, EHS, and new product development. (BioLab, Deutz, Caire)
Experience working as a Technical Manager developing new products with chemical engineers and packaging engineers to enhance and reduce the cost of retail products. I have led the activities of multiple engineering groups with diverse backgrounds.
Great experience managing the product development of products which utilize complex electrical controls, high voltage power panels, product testing, and commissioning.
Created project scope, business case, ROI for multiple capital projects to support electrotechnical assembly and CPG goods. Identified project cost, risk, success criteria, and performed equipment qualifications. (Carrier, Electrolux, Biolab, Price, Hussmann)
Created detailed projects plans using MS Project, Gant charts in excel, and updated new product development in Jira for stakeholders and project team members including critical path.
Great knowledge of ISO9001, NFPA, OSHA regulations.
User level knowledge of MRP/SAP, MS Project, Powerpoint, Visio, Mastercontrol, JIRA, Power BI and Tableau.
I appreciate your consideration, and look forward to discussing this role with you, and how I can lead your company’s growth and profitability. I can be contacted via LinkedIn via phone or E Mail.
Jim Smith
678-993-7195
jimsmith30024@gmail.com
Artificial intelligence (AI) offers new opportunities to radically reinvent the way we do business. This study explores how CEOs and top decision makers around the world are responding to the transformative potential of AI.
The Team Member and Guest Experience - Lead and Take Care of your restaurant team. They are the people closest to and delivering Hospitality to your paying Guests!
Make the call, and we can assist you.
408-784-7371
Foodservice Consulting + Design
Specific ServPoints should be tailored for restaurants in all food service segments. Your ServPoints should be the centerpiece of brand delivery training (guest service) and align with your brand position and marketing initiatives, especially in high-labor-cost conditions.
408-784-7371
Foodservice Consulting + Design
The case study discusses the potential of drone delivery and the challenges that need to be addressed before it becomes widespread.
Key takeaways:
Drone delivery is in its early stages: Amazon's trial in the UK demonstrates the potential for faster deliveries, but it's still limited by regulations and technology.
Regulations are a major hurdle: Safety concerns around drone collisions with airplanes and people have led to restrictions on flight height and location.
Other challenges exist: Who will use drone delivery the most? Is it cost-effective compared to traditional delivery trucks?
Discussion questions:
Managerial challenges: Integrating drones requires planning for new infrastructure, training staff, and navigating regulations. There are also marketing and recruitment considerations specific to this technology.
External forces vary by country: Regulations, consumer acceptance, and infrastructure all differ between countries.
Demographics matter: Younger generations might be more receptive to drone delivery, while older populations might have concerns.
Stakeholders for Amazon: Customers, regulators, aviation authorities, and competitors are all stakeholders. Regulators likely hold the greatest influence as they determine the feasibility of drone delivery.
Leadership Ethics and Change, Purpose to Impact Plan
Meaning Architecture: How Can Semiotics Gain More Traction In Solving Business Problems Today?
1. February 2018 meaning.global PhDr. Martina Olbertova
#Meaning Architecture
How reframing Semiotics as the ‘Cultural Systems Thinking’
for Business can help brands and organisations navigate
sense and create meaning for the value creation & growth. @MartinaOlb
6. February 2018 meaning.global PhDr. Martina Olbertova
Matrix is real: The secret language of things.
• This is only counterintuitive (or suspicious) to us because we usually don‘t perceive the
world this way. But if you were to turn the world as we know and experience it inside out,
you‘d see that everything is structured around our ability to produce, assess and consume
meaning.
• Everything tangible we see around us today had an abstract symbolic image created first
before it was manifested in its physical form (food, products, services, buildings, cars,
fashion, books etc.) Things start as abstract thoughts and then gain meaning through their
physical execution.
• Semioticians are the Culture Hackers: They are the real Neo’s of the world fixing errors
in the (business) system and tracking them back to their original source code – Culture.
• Hacking cultural systems allows organisations to see where the real value is. This way,
semioticians can become the hackers of value creation & growth for business. Therefore,
we need start seeing Meaning as the self-organising principle for a cultural change.
7. February 2018 meaning.global PhDr. Martina Olbertova
How to reboot organisations in the Matrix?
To help brands and organisations:
• reinstall meaningfulness
• fuel new cultural relevance
• make them resonate more across regions, markets and geographies
• fix cultural errors
• create better communication
• engage with people better
• create a meaningful organisational change
…we need to start looking at organisations as complex living ecosystems of meaning.
This means we need to create and embed meaning on a systemic/architectural level.
8. February 2018 meaning.global PhDr. Martina Olbertova
Meaning Architecture: What is it?
• Redefining Semiotics as the ‘Cultural Systems Thinking’ for Business Organisations, where
meaning and sense are becoming the most valuable currencies of the 21st century.
• Powered by Semiotics as a backbone for the systemic view of meaning patterns, it is a
methodological approach I am developing which looks at brands and organisations holistically
as the ‘living dynamic ecosystems of interlocked meanings’ in order to fix complex
problems on a systemic level.
• Its primary aim is to map out individual layers of the system, fix points of friction and instill
sense to inform more relevant future strategies. By placing meaning at the heart of brands and
organisations, we can increase efficiency, effectiveness, promote brand health, cultural and
symbolic relevance, make brands mirror society better and increase social responsibility.