Saturday, June 19, 2010
Saturday, March 6, 2010
HyperMarketing 2.0: Highly Personal, High Performance Marketing for the Brand Called You
Hypermarketing 2.0 represents Highly Personal, High Performance Marketing for the Brand Called You and for the Company You Belong To, a new paradigm that I developed. The 2.0 suffix - denotes the next and higher level of marketing, aside from being a direct reference to the 2 hypers- highly personal and high performance. The other significance of the 2.0 is that it represents personal and corporate marketing. I propose that the concept is really new: if you google "hypermarketing", there are "no search results" in any on-line dictionary or wiki (as of March 7 2010 anyway).
The underlying premise of hypermarketing is that to achieve breakthroughs in a company's marketing results, it is absolutely essential that individuals who form part of the organization consider themselves as individual brands that need to use marketing principles as well. Company brands outperform competition only if its employees have outstanding personal brands. A great example is Apple and Steve Jobs. Apple is the innovative and global brand almost everybody admires because of the personal branding of Steve Jobs. Take out Steve Jobs and the Apple brand is diminished.
While personal branding is a decade old concept, this has been explored entirely on the individual level with very little linkage to its impact on companies and organizations to which a person belongs to. Strategic marketing for corporations has been a long-accepted must, but the approach provided limited focus on the personal brands of the people tasked to develop and implement it. Even in schools and universities, there is a lopsided emphasis on corporate marketing with very little attention to the equally important dimension that is personal branding and individual marketing.
Another key feature of the hypermarketing philosophy is that true marketing power comes from within- from individual personal brands in organizations combining and synergizing to a greater corporate brand. It is therefore important to develop and inspire personal brands as a necessary prerequisite to create, maintain and defend high performing corporate brands.
The “hyper” tag has been used to represent going beyond the “ordinary”:
• In Mathematics, hyper is a prefix that denotes a fourth or higher dimension, as in hypercube or hyperplane.
• In Physics, hyper as a prefix denotes a phenomenon that is above the superlevel (hypersonic for exceptionally high speeds and hypernova for exceptionally large stars). In Starwars, Startrek and other sci-fi movies the use of hyperspeeds and hyperspace was frequently used to denote the highest velocities needed to instantly go to another dimension or jump to another part of the universe.
• In Computers, hyperlink is a common term used to allow a direct jump or connection to another part of the same document or to a totally new document, thereby saving time and effort.
• In Retailing, hypermarkets are very large superstores which offer merchandise sold in both supermarkets and department stores.
In the movie, "You've Got Mail", one of the most profound lines spoken by Tom Hanks character, when he was offering an excuse for the closure of Meg Ryan's competing business was: "It's just business, not personal." To which Meg Ryan replied: "Everything starts from being personal." When we use this movie as a management case in class, I always remind my students that the line between business and personal breaks down when an underperforming brand or business results in people losing their jobs or living a lesser quality of life.
I propose that it is now time for hypermarketing 2.0 as everything is both business and personal.
Prof. Bong De Ungria
Concept Creator of Hypermarketing 2.0 and Contamination Marketing
see more info at
http://www.hypermarketing2.blogspot.com/
http://www.contaminationmarketing.com/
The underlying premise of hypermarketing is that to achieve breakthroughs in a company's marketing results, it is absolutely essential that individuals who form part of the organization consider themselves as individual brands that need to use marketing principles as well. Company brands outperform competition only if its employees have outstanding personal brands. A great example is Apple and Steve Jobs. Apple is the innovative and global brand almost everybody admires because of the personal branding of Steve Jobs. Take out Steve Jobs and the Apple brand is diminished.
While personal branding is a decade old concept, this has been explored entirely on the individual level with very little linkage to its impact on companies and organizations to which a person belongs to. Strategic marketing for corporations has been a long-accepted must, but the approach provided limited focus on the personal brands of the people tasked to develop and implement it. Even in schools and universities, there is a lopsided emphasis on corporate marketing with very little attention to the equally important dimension that is personal branding and individual marketing.
Another key feature of the hypermarketing philosophy is that true marketing power comes from within- from individual personal brands in organizations combining and synergizing to a greater corporate brand. It is therefore important to develop and inspire personal brands as a necessary prerequisite to create, maintain and defend high performing corporate brands.
The “hyper” tag has been used to represent going beyond the “ordinary”:
• In Mathematics, hyper is a prefix that denotes a fourth or higher dimension, as in hypercube or hyperplane.
• In Physics, hyper as a prefix denotes a phenomenon that is above the superlevel (hypersonic for exceptionally high speeds and hypernova for exceptionally large stars). In Starwars, Startrek and other sci-fi movies the use of hyperspeeds and hyperspace was frequently used to denote the highest velocities needed to instantly go to another dimension or jump to another part of the universe.
• In Computers, hyperlink is a common term used to allow a direct jump or connection to another part of the same document or to a totally new document, thereby saving time and effort.
• In Retailing, hypermarkets are very large superstores which offer merchandise sold in both supermarkets and department stores.
In the movie, "You've Got Mail", one of the most profound lines spoken by Tom Hanks character, when he was offering an excuse for the closure of Meg Ryan's competing business was: "It's just business, not personal." To which Meg Ryan replied: "Everything starts from being personal." When we use this movie as a management case in class, I always remind my students that the line between business and personal breaks down when an underperforming brand or business results in people losing their jobs or living a lesser quality of life.
I propose that it is now time for hypermarketing 2.0 as everything is both business and personal.
Prof. Bong De Ungria
Concept Creator of Hypermarketing 2.0 and Contamination Marketing
see more info at
http://www.hypermarketing2.blogspot.com/
http://www.contaminationmarketing.com/
Wednesday, March 3, 2010
Marketing to the 28 Million On-line Pinoys: Engagement not Interruption
These are picture highlights of the 19th Ateneo Graduate School of Business (AGSB) Marketing forum held last Feb. 26, 2010 at the APS Amphitheater. Theme was: "Understanding and Measuring Customer Satisfaction: On-Line and Of Cars" with Dr. Donald Patrick L. Lim, President & CEO of Yehey.com and Mr. Brian Walters, Vice President (Europe) of JD Powers and Associates as featured speakers.
Let's understand why the on-line Pinoy ranks among the world's best- and how we can directly and profitably engage them with our brands.
Let's understand why the on-line Pinoy ranks among the world's best- and how we can directly and profitably engage them with our brands.
Saturday, January 16, 2010
A Marketing Plan for Life
Who is the most important brand? You: the brand with your name on it! What is the most important business plan? Your life: which includes your family, your work, your profession, your dreams and goals. Why not use proven business and marketing principles to make brand YOU be the leading brand in your field!
Here is the summary of some of these principles from the book: "A Marketing Plan for Life: 12 Essential Business Principles to Create Meaning, Happiness, and True Success by Robert Michael Fried
- Define Business- Who Am I?
- Assess Market- Capitalize on Strength
- Identify Primary Target Market- Discovering Real Me
- Launch Strategy- Find Niche & Risk
- Weather Product Life Cycle- Innovate Continuously
- Balance Mix- Build My Brand
- Expand Reach- Create My Legacy
- Campaign Ad- Reawaken Creativity
- Plan Distribution- Share Time & Energy
- Achieve Sales- Reaching Goals
- Analyze Profit and Loss- Keep Score
- Seek Opportunities- Make Dreams Real
In our AGSB marketing management class, each student will create a 20 year personal marketing plan that will contain among other things: vision/ mission; business portfolio, strategies and tactics and the short and long term goals. The marketing we learn in class is business AND personal.
Coach Bong De Ungria (Dec. 8, 2009)
Wednesday, November 18, 2009
Ano Sa Tingin Mo? (Perspectives from the 21st Philippine Ad Congress)
The TVC for the 21st Philippine Ad Congress (Nov. 18 to 21, 2009 in Subic) features 4 perspectives of the same story as viewed by the 4 different characters: The Magician, The Assistant, The Stagehand and The Date. Then, a tragic and mysterious death. Of course, the question is asked: Ano sa tingin mo?
Watch the 4 TV commercials by clicking the picture...
One of the repeated challenges for marketing in general, and advertising in particular is to be able to foresee and balance the different perspectives of every stakeholder, for there are many. You have the client company who pays for the ad production and airing, and their primary target market who they wish to communicate to. You also have the general public and the government who are not the intended receivers but are able to receive the communication anyway. You have the ad agency and production houses who create, design and execute the ad. Who comes first? Better yet, who comes last in the priorities? What do you think or ano sa tingin mo as the 21st Philippine Advertising Congress asks us to think.There have been instances in the past when a critically acclaimed ad which won awards did not support the business results that the advertiser intended to have. Or ads which were really good and got the audience impact from its target audience but were vilified by a sector of the general public who just don’t understand or who have their own selfish interests to promote. Or an ad that was so downright disgustingly uncreative and bakya but left a lasting imprint on the consumer’s awareness.
The perspectives issue applies not only to advertising but to everyday life as well. For the victims of Ondoy, whose perspective should they believe more? The NDCC’s or the dam administrators’ or the PAGASA’s or their mayor’s fingers pointing to somebody else? To a victim, or more appropriately, to each survivor, does it really matter? All they will feel from now own is the cumulative effect of each view that left them with a life less whole than before the many daggers thrust into them without their knowledge and consent.
One story will always have different perspectives. Every perspective is important, some angles more than others, depending on the timing and occasion. Our role is to try to see all and then make the decision. What do you think?
Thursday, October 15, 2009
Permanently Present!
While the Ateneo completed its 150th year in 2009-2010, www extends the school's reach and inspiration with such constants as the Ateneo Hymn.
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