Marketing 03. Promotion. Storytelling. Advertising greats. Content. The creative process.

1. Personal Branding
2018 / @JoanTubau

2. Marketing 03. Promotion

12. I am willing to take a loss to punish non-cooperators
Instinctive cooperation. Not from homo economicus

16. Marketing, an evolutionary approach. Tribal rituals
How to spread your message. Mavens + Connectors

23. Made to Stick: Why Some Ideas Survive and Others Die (Heath & Heath)
'Put a man on the moon and return him safely by the end of the decade' JFK
'To become the market leader through team-centered innovation' Forgettable CEO
Simple, unexpected, concrete, credible, emotional ideas work better
1. Simple. Strip the idea to its core. Tell key aspects first, then tailor, then details
2. Unexpected. Break the patterns (Ryanair assistant). Getting attention, keeping it
3. Concrete. If it can be detected by human senses
4. Credible. Anti-authority (homeless driver), vivid details, statistics, testable
5. Emotions. Feelings inspire action. By association, appealing to their self-interest
Summarizing, tell a story. Mental process that burns the idea into listener's mind

30. Influence: The Psychology of Persuasion (Robert Cialdini)
1. Reciprocation. Extra kindness, people will be nice if you are. Key is to go first
2. Consistency. Ask people to state their goals, then align your proposal to them
3. Social proof. More likely to say yes when you see others doing it (laugh tracks)
4. Liking. Quick rapport. You prefer to comply with request from people you like
5. Authority. By informing your audience of your credentials before you speak
6. Scarcity. Increased want if rareness. Make it harder to get, luxury waiting list

36. 'No such thing as bad press' (Not sure about this one)
Guerrilla marketing. How can you be more creative?

43. Pablo Picasso: 'La inspiración existe;
pero tiene que encontrarte trabajando'

46. Advertising greats
Legendary campaigns