DOCSLIB.ORG

Análisis De Casos De Content Marketing: Coca-Cola Journey, Red Bulletin Y 1912 Pike

Total Page：16

File Type：pdf, Size：1020Kb

Download full-text PDF Read full-text
Análisis De Casos De Content Marketing: Coca-Cola Journey, Red Bulletin Y 1912 Pike Análisis de casos de content marketing: Coca-Cola Journey, Red Bulletin y 1912 Pike Autor: Alejandro Moñino Vidales Dirección: Adriana María Vega Velásquez, Magíster Universidad Pontificia Bolivariana Escuela de Ciencias Sociales Facultad de Comunicación Social - Periodismo Maestría en Comunicación Digital Abril, 2018 ANÁLISIS DE CASOS DE CONTENT MARKETING - ii Medellín, mayo 8 de 2018 "Declaro que este trabajo de grado no ha sido presentado para optar a un título, ya sea en igual forma o con variaciones, en esta o cualquier otra universidad". Art. 82 Régimen Discente de Formación Avanzada, Universidad Pontificia Bolivariana. Firma: _______________________________ ALEJANDRO MOÑINO VIDALES ANÁLISIS DE CASOS DE CONTENT MARKETING - 1 Copyright © 2017 por Alejandro Moñino Vidales. Todos los derechos reservados. ANÁLISIS DE CASOS DE CONTENT MARKETING - 2 Resumen Las dinámicas propias de Internet, en donde autores como Castells (2009) y Rheingold (2004) hablan de una sociedad en red, han generado un cambio en la publicidad tradicional basada en la interrupción y en la repetición, con lo que se configura un nuevo escenario para la comunicación de marketing. Es así como surgen enfoques de mercadeo relacional, o también de inbound marketing, en los que estrategias de comunicación como el content marketing, aunque no son fruto exclusivamente de los medios digitales, adquieren una relevancia inusitada. Marcas que tradicionalmente se han caracterizado por sus esfuerzos publicitarios e innovación en estrategias de comunicación como Coca-Cola, Red Bull y Starbucks, también han llevado a cabo iniciativas de content marketing en sus sitios web propios Coca-Cola Journey, Red Bulletin y 1912 Pike. Son estos sitios el objeto de estudio en esta investigación que, a través del análisis de contenido, busca hacer un estudio de casos de aplicación del content marketing por parte de estas marcas en particular. La observación permitió encontrar relaciones entre aspectos de interactividad propuesta por los sitios y el nivel de involucramiento de los usuarios en la navegación de estos, así como las características de los contenidos publicados por las marcas y su relación con particularidades de la publicidad tradicional, además de modelos de comunicación que no distan, según los hallazgos, de los tradicionales. Posiblemente, algunas características del inbound marketing que ejecutan las marcas a través de estos sitios web sacan provecho del medio digital, que, por lo demás, parecería no ser aprovechado en toda su dimensión, pues se repiten las prácticas de la publicidad y las comunicaciones de marketing tradicionales. Palabras clave: Content marketing, Comunicación de marketing, Inbound marketing, Marketing relacional, Sociedad red. ANÁLISIS DE CASOS DE CONTENT MARKETING - 3 Abstract The Internet dynamics, where authors such as Castells (2009) or Rheingold (2004) talk about a networked society, have generated a change in traditional advertising based on interruption and repetition, which configures a new scenario for marketing communication. This is how relational marketing approaches emerge, or also inbound marketing, in which communication strategies such as content marketing, although not exclusively the result of digital media, acquire an unusual relevance. Brands that have traditionally been characterized by their advertising efforts and innovation in communication strategies such as Coca-Cola, Red Bull and Starbucks, have also carried out content marketing initiatives on their own websites Coca-Cola Journey, Red Bulletin and 1912 Pike. These sites are the object of study in this research that, through qualitative and quantitative content analysis, seeks to make a study of cases of application of content marketing by these brands in particular. The observation allowed to find relationships between aspects of interactivity proposed by the sites and the level of user involvement in the navigation of these, as well as the characteristics of the contents published by the brands and their relationship with particularities of traditional advertising, in addition to communication models that do not differ, according to the findings, from the traditional ones. Possibly, some characteristics of inbound marketing executed by the brands through these websites take advantage of the digital medium, which, otherwise, would appear not to be exploited in all its dimensions, since the practices of advertising and communications are repeated traditional marketing. Keywords: Content marketing, Marketing Communications, Inbound Marketing, Relationship Marketing, Network Society. ANÁLISIS DE CASOS DE CONTENT MARKETING - 4 Tabla de Contenido Capítulo 1 Introducción ........................................................................................................ 10 Capítulo 2 Objetivos ............................................................................................................. 13 General .............................................................................................................................. 13 Específicos......................................................................................................................... 13 Capítulo 3 Marco referencial ................................................................................................ 14 Estado del Arte .................................................................................................................. 14 Marco Contextual .............................................................................................................. 24 Coca-Cola, la tradición publicitaria. .............................................................................. 25 Red Bull, de bebida a empresa de medios. .................................................................... 27 Starbucks, una apuesta por el contenido. ...................................................................... 28 Marco Conceptual ............................................................................................................. 30 Publicidad: comunicación en metamorfosis. ................................................................. 31 Sociedad red: explicación de la transformación. ........................................................... 32 Nuevos enfoques de marketing: estar al nivel del consumidor. .................................... 34 Content marketing o branded content: posicionamiento de marca no intrusivo. .......... 36 Capítulo 4 Metodología ........................................................................................................ 41 Criterios de selección de la muestra .................................................................................. 41 Técnicas de investigación .................................................................................................. 42 Instrumentos ...................................................................................................................... 44 Matriz de observación. .................................................................................................. 44 Diario de campo. ........................................................................................................... 48 Herramientas Scoreboard Social, Social Bakers y Social Blade. .................................. 48 ANÁLISIS DE CASOS DE CONTENT MARKETING - 5 Herramienta Similar web............................................................................................... 49 Herramienta Small Seo Tools........................................................................................ 49 Herramienta Facebook Utilities, búsqueda avanzada de Twitter e Instagram. ............. 49 Repositorios iSpot.tv, Informa BTL, Mail Charts y Ads of the World. ........................ 49 Delimitación de la investigación ....................................................................................... 49 Limitaciones de la investigación ....................................................................................... 50 Capítulo 5 Resultados y análisis ........................................................................................... 52 Resultados ......................................................................................................................... 52 Comunicación de marketing. ......................................................................................... 52 Publicidad. ..................................................................................................................... 61 Mercadeo relacional. ..................................................................................................... 76 Inbound Marketing. ....................................................................................................... 77 Modelo de comunicación. ............................................................................................. 80 Interactividad productiva, comunicativa y selectiva. .................................................... 82 Accesibilidad. ................................................................................................................ 87 Content Marketing. ........................................................................................................ 94 Análisis .............................................................................................................................. 99 Content Marketing es una pieza del engranaje publicitario y de marketing. ................ 99 Escasa integración
Load more

Recommended publications
  • The Sword, March 2014
    Mar. 2014 National Signing Day Vol. 50 Issue 6 New Student-Athletes Choose to sign with Golden Bears By Greg Kaszubowski Football your depth that gets tested. You could have superstars 27 New Recruits Bring Depth to the Golden Bears like Zach Morris or Charles Gilbert, but if they get tired Wednesday, February 5 was signing day for or hurt, someone needs to step up and replace them. fall sports. This has all the excitement of the NFL yVe'll be a better football team. How much better? draft day for college programs. On this day there is "That's in the details for the next six or seven months." always a campus-wide optimism about the future of Soccer the collegiate athletic programs. I had a chance to New Recruits Look to Spark the Golden Bears Offense catch up with a few of the coaches and ask about For the 2014 - 2015 soccer season. Coach Bel­ the high school talent they were bringing to Concordia. lis IS losing five seniors: keeper Kayla Kuczaboski, for­ Head football coach Ryan Williams was asked if ward Bnttany Kapala, and defenders Chloe Moore, Kaylyn he was excited about a particular player coming Isacc Tultle Smith, and Kate Fox. Three of these seniors were replied, "Can you be more specific? I hj|v&"'^^)layers starters this season. Bellis of the team, incom­ coming in and I am really excited J^ut all/<rf them." ing freshmen, players that \»ere injured last season, and Williams is excited because he is geOWg^ a Ic/ gf quantity players that are now eligibte after ti^ansferring to Con­ and quality.
    [Show full text]
  • Breakthrough Levers to Embark on Digital Marketing
    Breakthrough levers to embark on digital marketing How companies should transform themselves to attract and engage customers with real, omnichannel journeys January, 2018 Content Executive summary 3 1. The evolution from paid to earned media 4 2. A new customer engagement model 7 3. The digitally transformed marketing organization 11 4. Open-data platforms – the next digital breakthrough? 13 Authors: Francesco Marsella Palmo Antonio Cavallo Partner, Strategy & Organization, Manager, Strategy & Organization, Rome Milan [email protected] [email protected] Andrea Visentin Clemens Schwaiger Principal, Strategy & Organization, Principal, Telecom, Information, Media & Rome Electronics, Vienna [email protected] [email protected] Acknowledgement for their support and valuable input: Aurelia Bettati, Johan Treutiger Executive summary At the dawn of internet, content publishers started generating revenues by advertising products and services of the real world on their websites. Today the advertising industry is a blend of digital and physical media, and companies need to stay on top of its fast evolution. Following the original path, but years later, marketing and sales practices are relying more and more on digital channels. However, companies do not take most of the potential opportunities, because they are still tied to conventional customer engagement models and operate through traditional organizational structures. Digital advertising investments are growing at a fast pace, with over 17 percent CAGR since 2011 and reaching 42 percent of total global ad spending. The forecasts see this shift continuing up to 50 percent in 2020, and in some markets, the share will be even larger. Here the key issue seems to be how to optimize ad spending, balancing the media mix between online and offline and earned and paid media, in order to maximize advertising effectiveness.
    [Show full text]
  • 27Th April 2018
    27th April 2018 The information contained within this announcement is deemed by the Company to constitute inside information stipulated under the Market Abuse Regulation (EU) No. 596/2014. Upon the publication of this announcement via the Regulatory Information Service, this inside information is now considered to be in the public domain. EVR Holdings plc (‘EVR’ or the ‘Company’) EVR Holdings Signs Agreements with Record Labels and Music Publishers EVR Holdings plc (AIM: EVRH), the leading creator of virtual reality music content and its subsidiary MelodyVR Ltd (‘MelodyVR’) are pleased to announce that on 26 April 2018 MelodyVR entered into the following multi-year agreements: 1. Publishing Agreement with Kobalt (Kobalt Music Publishing America, Inc.) and AMRA (American Music Rights Association). Kobalt Music publishing represents the rights of songwriters and artists such as Alt-J, Beck, Fleetwood Mac, Gwen Stefani, Jack Garratt, Lionel Richie, Moby, Nick Cave and The Bad Seeds, Nine Inch Nails, Placebo, Queens Of The Stone Age, Rudimental and many more. 2. Record Label Agreement with Cooking Vinyl (Cooking Vinyl Limited). Cooking Vinyl represents musicians such as Alison Moyet, Goldie, Groove Armada, James, Madness, Marilyn Manson, The Fratellis, The Prodigy, Underworld and many more. 3. Record Label Agreement with Red Bull Records (Red Bull Records Inc.) Red Bull Records represents artists such as AWOLNATION, The Aces, Black & Gold, Beartooth, Five Knives and Itch. 4. Publishing Agreement with AKM (AKM Autoren, Komponisten und Musikverleger) and Austro Mechana. AKM/Austro mechana administers the performance, reproduction and distribution rights in musical works from composers and music publishers in Austria. 5. Record Label agreement with Hospital Records (Hospital Records Limited) and Publishing agreement with Hospital Records (Songs In The Key Of Knife T/A Hospital Records Limited).
    [Show full text]
  • Delirante, Seductora, Apasionada, Y Una De Las Marcas Más Audaces E Intrigantes Del Mercado
    MARKETING LA INDESTRUCT IBLE DELIRANTE, SEDUCTORA, APASIONADA, Y UNA DE LAS MARCAS MÁS AUDACES E INTRIGANTES DEL MERCADO. RED BULL INVENTÓ LAS BEBIDAS ENERGIZANTES. PERO SU ÉXITO SE BASA EN REALIDAD EN El “bRANDED CONTEnt” O CONTENIDO GENERADO POR LA MARCA. LO PIDE LA GENTE, DICE SU CEO. “CUANDO LA INFORMACIÓN ES BUENA, A NADIE LE IMPORTA QUIÉN ESTÁ DETRÁS.” POR FLORENCIA LAFUENTE, CON LA COLABORACIÓN DE LEANDRO ZANONI. 50. agosto-septiembre 2013 INDESTRUCT IBLE /wobi 51. MARKETING SU RELIGIÓN n SER CREATIVO para romper moldes. n ASUMIR RIESGOS. n CREAR UNA HISTORIA atractiva para la marca. n ENTRETENER. ENTRETENER. Entretener. n PRODUCIR CONTENIDOS de alta calidad periodística. n INNOVAR Y SORPRENDER. Ninguna acción deber ser igual a otra. n INVERTIR PRESUPUESTO para contratar a los mejores talentos. n GENERAR MEDIOS PROPIOS para la transmisión de contenidos que eviten la necesidad de pautar en medios tradicionales. n USAR LA WEB, los medios sociales y las aplicaciones móviles para tabletas y smartphones de modo de diseminar el mensaje. n TENER UN PLAN antes, durante y después de la acción. n OfrECER GRATIS EL CONTENIDO a los medios tradicionales en múltiples formatos y enfoques. Si resulta interesante, los periodistas lo publicarán y la marca obtendrá publicidad gratuita. 52. agosto-septiembre 2013 Sus empleados le dicen “El Yeti”. No por lo abominable, sino por su vida reservada y solitaria, secretista, casi misteriosa. No da entrevistas, no habla sino a través del equipo de contenidos de su empresa, de sus deportistas asociados. Para acceder a su oficina privada —a la que llama “Lucky 7-Private Heaven”— es necesario trasponer una serie de sistemas de seguridad, incluido un lector de huellas digitales.
    [Show full text]
  • Red Bull Red Bull
    24.10.2019 Red Bull HES-SO Valais-Wallis Page 1 Page 1 1 Red Bull Chiffres-clés: • 30 ans d’histoire de la société • 11’865 employés • 171 pays • + 6 mia de canettes vendues en 2016 • 62 mia de canettes vendues depuis la création • Canettes 100% recyclables Page 2 2 24.10.2019 Red Bull 1987 Page 3 3 Red Bull Evolution Lancement du soutien aux manifestations sportives et athlètes: 1988 Dolomitenmann (course de relais) 1989 Gerhard Berger (automobile) 1992 1er Flugtag et 1er dessin animé promotionnel 1994 1re publicité hors Autriche et sponsor d’athlète internationaux (en windsurf) 1995 Sponsor de l’écurie Sauber de F1 et 1er snowboarder 1997 1er Cliff Diving 1998 1re Music Academy (à Berlin) 1999 Base Jumper Baumgartner (Tour Petronas à Kuala Lumpur) Page 4 4 24.10.2019 Red Bull Evolution 1999 Naissance des Flying Bulls 1999 King of the Air (Kitesurf) 2000 Caisse à Savon (Belgique) et Downhill Extreme (Longboard et Skate, Cap) 2001 Crashed Ice (Ice Skating Downhill) et X-Fighters (Motocross) 2003 Air Race et X-Alps (Paragliding) 2004 BC One (Break Dance à Biel/Bienne) 2005 Racing Team (F1) et Elevation (BMX) 2006 Tourbus (Music) et Paper Wings (Avion en papier) 2007 Records (Music production) Page 5 5 Red Bull Evolution 2010 Arena à New York (football) 2011 Flying Bach (Break Dance et Musique Classique) 2012 Stratos (Baumgartner) 2015 Wings for Life World Run (Course caritative pour la recherche médicale) 2016 Mind Gamers (Jeux de logique) 2017 Team Redbull KTM Factory en MotoGP 2017 30e anniversaire du plus vieil événement: Dolomitenmann
    [Show full text]
  • Cabinet Approves Raft of Financial Reforms
    SUBSCRIPTION TUESDAY, MARCH 15, 2016 JAMADA ALTHANI 6, 1437 AH www.kuwaittimes.net No ban on Top cop Egypt devalues New Jersey hiring Filipino Ali sent to currency to fencer to wear helpers by retirement, record low hijab at Rio expatriates4 promoted4 against21 dollar Olympics16 Cabinet approves raft Min 18º Max 25º of financial reforms High Tide 04:42 & 15:53 Low Tide Profits to be taxed 10% • Some services re-priced • Some oil facilities to be privatized 10:20 & 23:16 40 PAGES NO: 16814 150 FILS Putin withdraws Amir fetes police graduates By Meshaal Al-Enezi KUWAIT: Finance Minister Anas Al-Saleh yesterday forces from Syria announced that the Cabinet has approved a six-point financial and economic reform plan prepared by the MOSCOW: Russian President Vladimir Putin yesterday Cabinet’s economic affairs committee. Speaking at a ordered the defense ministry to begin the withdrawal of press conference alongside Minister of Social Affairs and Russian forces from Syria from today. “The task that was Labor and Planning Hind Al-Subaih and the Minister of set before our defense ministry and armed forces has as Commerce and Industry Yousef Al-Ali, Saleh said the a whole been completed and so I order the defense plan includes a 10 percent tax on profits of companies. ministry to from tomorrow start the withdrawal of the The Cabinet also approved re-pricing some commodi- main part of our military contingents from the Syrian ties and public services, he Arab Republic,” Putin told said without elaborating. Defense Minister Sergei Saleh added the govern- Shoigu in televised com- ment would seek to privatize ments.
    [Show full text]
  • Danmarksaktuelle Awolnation Er Klar Med Storhittende Single
    2013-01-16 10:17 CET Danmarksaktuelle Awolnation er klar med storhittende single Red Bull Records første udgivelse i Danmark er det storhittende L.A.-band Awolnation. Forud for bandets første besøg i landet udkommer deres storhittende single ’Sail’. En single der har sammenlagt har langt over 16 millioner views på Youtube, er gået ind som nr. 5 på Billboards Alternative Chart og som har været soundtrack til en lang række tv-serier. Awolnation - Sail (Red Bull Records) Faktisk skriver Awolnation, med frontmand Aaron Bruno i spidsen, sig ind i en opsigtsvækkende hitlistehistorik. Med de tre singler (‘Sail’, ‘Not Your Fault’ og ‘Kill Your Heroes’) fra udgivelsen 'Megalithic Symphony' i top ti på den amerikanske ‘Alternative Top 10’, er gruppen trådt ind i en eksklusiv klub af bands, der kun tæller medlemmerne fra The Killers, Mumford and Sons, Cage The Elephant og Foster The People på denne side af årtusindeskiftet. Awolnation er grundlagt af frontmand Aaron Bruno (32), der tidligere har arbejdet som studietekniker i Red Bull Records studier i Los Angeles. Men rollerne blev byttet om, teknikeren sprang ud som sangskriver og musiker. Aaron Bruno begyndte selv at indspille i selvsamme studier, og han skrev kort efter kontrakt med Red Bull Records. Det blev starten på Awolnation. Aaron Bruno har sidenhen føjet musikerne Drew Stewart, Hayden Scott, David Amezcua og Kenny Carkeet til projektet, og i 2010 udsendte de ep’en 'Back from Earth’. Omkring halvandet år senere var bandet klar til at udsende deres første album i 2012. Aaron Brunos musikalske greb er en særlig hybrid, hvor rock, hardcore, rap, og andre stilarter mikses ind i den musik, han skaber.
    [Show full text]
  • Britney Spears' Conservators Spar Over Security Costs As Threats Escalate
    Bulletin YOUR DAILY ENTERTAINMENT NEWS UPDATE JULY 8, 2021 Page 1 of 25 INSIDE Britney Spears’ Conservators • Chris Isaak Joins Primary Wave for Spar Over Security Catalog Deal, JV With Sun Records Costs as Threats Escalate • Jenn Decilveo’s BY ASHLEY CULLINS Manzanita Lane Partners With Kobalt to Boost Emerging Pretty much everyone in the orbit of Britney retain her position as conservator, Petitioner has no Talent Spears is getting death threats. That’s why her fa- intention of abandoning her by resigning because • Atlantic Records ther, Jamie Spears, thinks spending $50,000 a month of these threats,” states the filing, which includes UK & ADA Partner on 24-7 security for Jodi Montgomery is excessive. a screenshot of a text from Spears that apparently With Latin-Based Montgomery, who has served as the conservator of confirms her desire for Montgomery to remain in her Label Candela Spears’ person for nearly two years, on Wednesday position. “However, in order for Petitioner to effec- Records asked L.A. County Superior Court Judge Brenda tively perform her duties as conservator, her security • Universal Music Penny to approve that the protection be paid for by and safety must be ensured.” Publishing Group the conservatorship. Spears’ court-appointed lawyer Opens Office In Samuel D. Ing- Israel Threats against those in her circle have escalated ham; Bessemer Trust, the financial firm that had been since the bombshell June 23 hearing in which Spears tapped as co-conservator of Spears’ estate along with • The Deals: SEB Signs With made a passionate plea to the court expressing her Jamie; and Spears’ longtime manager, Larry Ru- Mom+Pop, desire that the legal arrangement come to an end.
    [Show full text]
  • PARIS 2015 TERM 1 October 25 — November 6
    Red Bull Music Academy Application Info PARIS 2015 TERM 1 October 25 — November 6 TERM 2 November 15 — November 27 APPLY January 21 — March 4 Go to redbullmusicacademy.com to find everything you need to apply for the Red Bull Music Academy in Paris. WHAT IS THE ACADEMY? Since 1998, the Red Bull Music Academy has exercise in pulling people from every corner devoted itself to bringing talent and ideas together of the globe together under one roof — and then in inspiring places. Each and every year, this creating a dialogue that continues long after meeting of minds sees 60 selected participants the Academy ends. collaborate and share with one another, as well as listen to the stories and sounds of pioneering What participants learn at the Academy is that, musical figures — special guest speakers whose while our languages and experiences may footsteps we continue to walk in. vary, what everyone has in common is a desire to explore music’s weird and wonderful ability At each Academy, the past and the present to communicate. You don’t need to be able to play meet to identify and explore future possibilities a dozen instruments, build a synth from scratch, in sound — in the custom-built studios working or know every lyric Björk has ever written. on new music, on the RBMA Radio airwaves, You don’t need to have released music on a label, and on the dancefloors of our month-long run or headlined a stage. But if the idea of being of club and live events in the city’s finest venues.
    [Show full text]
  • Facebook Marketing for Book Authors - Get More Fans and Book Sales by John Kremer
    Facebook Marketing for Book Authors - Get More Fans and Book Sales by John Kremer 108 Great Websites for Book Authors Copyright 2013 by John Kremer All rights reserved. Open Horizons P. O. Box 2887 Taos, NM 87571 575-751-3398 Web: http://www.bookmarketingbestsellers.com Note: The original version of this report was written over three years ago. While Facebook’s look and feel (and some of its features) have changed since that time, the essence of this report and it’s 9-point action list is still valid. Table of Contents 05 . 9-Point Facebook Marketing Action List 07 . Introduction 08 . Reasons You Should Use Facebook for Marketing 11 . 7 Ways to Use Facebook to Create and Promote Books 13 . Create a Facebook Profile (Join Facebook) 14 . Create a Facebook Fan Page 14 . Choosing a Category 15 . Choosing a Subcategory 19 . Using and Promoting Your Fan Page 20 . Editing Your Fan Page: The Secret Promotional Tools 24 . Facebook Raves and Rules 26 . Great Business Page Examples You Can Model 28 . Facebook Fan Page Design 29 . Facebook Promotions 30 . 21 Ways to Get and Retain Fans 34 . Facebook Engagement Tips 35 . Facebook's News Feed 37 . Facebook Tools 38 . Invite Your Friends 40 . Tell Your Friends 42 . Facebook Social Plugins 48 . Facebook Events 52 . Facebook Groups 54 . Facebook Questions 56 . Facebook Photos 57 . Facebook Emails 59 . Facebook Apps 60 . Popular and Useful Apps 62 . Facebook App Promotions 64 . Facebook Ads 69 . Sample Facebook Ad Results 69 . Additional Facebook Ad Resources 71 . Facebook Sponsored Stories 73 . Facebook Contests 74 . Facebook Deals 75 .
    [Show full text]
  • Contagious Is Ten
    Social Change / xxx Contagious is ten. Welcome... 14 28 31 47 THE CONTAGIOUS DECADE SMALL BUT PERFECTLY FORMED 06 A Primer 40 Little brands, big thinkers Log off, lean in and pore over Katrina Dodd’s attempt In each of our past 20 issues, Contagious has at imposing neatly alphabetised order on the chaos of celebrated seven small companies hoping to change the Contagious zeitgeist. the world. We take a look at some of our favourites – and add a few more to the ranks. WELCOME TO CONTAGIOUS X 14 Brands for the next decade STRENGTH STUDY / Publishing Application instructions for this special dose of the 47 By Chloe Markowicz magazine. Side effects may include broad inspiration, Landscape Brands evolve from being publicists brand bravery and a healthy dose of disdain for the to publishers status quo. Brand Spotlight Red Bull Opinion Tyler Brûlé, editor in chief, Monocle STRENGTH STUDY / Disruption 19 By Emily Hare STRENGTH STUDY / Data Landscape How can brands make disruption work 57 By Chris Barth while protecting themselves against challengers? Landscape The fine art of surfacing signal from noise Brand Spotlight Tesla Brand Spotlight IBM Opinion Jonathan Mildenhall, CMO, Airbnb Opinion Vikram Somaya, general manager of WeatherFX, The Weather Company 28 CUT OUT AND KEEP A brief history of (Contagious) time / FEATURE / The technology boneyard The ten commandments 66 Explosive digital development has its casualties. Will A crunched-down illustration of the major tech, social Sansom considers those that became cautionary tales. and business developments on one side and Contagious’ non-denominational lessons to live by on the other.
    [Show full text]
  • Kuwaittimes 19-7-2018.Qxp Layout 1
    THULQADA 6, 1439 AH THURSDAY, JULY 19, 2018 Max 47º 28 Pages Min 35º 150 Fils Established 1961 ISSUE NO: 17586 The First Daily in the Arabian Gulf www.kuwaittimes.net Kuwaiti youngsters to set sail First Ethiopia-Eritrea flight in In China, little yellow robots ‘I want to cement my legacy’: 5 for 30th pearl diving journey 11 20 yrs met with flags, flowers 15 deliver snacks to your home 25 Joshua planning history bid Kuwaiti, Saudi FMs sign deal to establish coordination council Body to be a launch pad for shared endeavors KUWAIT: The foreign ministers of Kuwait and Saudi Arabia have signed a deal to establish a “coordination council” as a launch pad for shared endeavors between the two Gulf neighbors. The initiative, undertaken by Kuwait’s acting prime minister and Foreign Minister Sheikh Sabah Al-Khaled Al-Hamad Al-Sabah and his Saudi counterpart Adel Al-Jubeir, reflects the Kuwaiti and Saudi leaders’ collective desire to deepen the intense camaraderie both nations enjoy, read a state- ment by the Kuwaiti foreign ministry yesterday. Prior to putting their signatures on the dotted line, the Kuwaiti and Saudi foreign ministers held talks focus- ing on the latest happenings in the region as well as global events. Earlier yesterday, Jubeir met HH the Amir Sheikh Sabah Al-Ahmad Al-Jaber Al-Sabah at Bayan Palace. Deputy Foreign Minister Khaled Al-Jarallah said on Tuesday the coordination council aims at further boosting bilateral relations between Saudi Arabia and KUWAIT: (Left) HH the Amir Sheikh Sabah Al-Ahmad Al-Jaber Al-Sabah receives Saudi Foreign Minister Adel Al-Jubeir yesterday.
    [Show full text]