THE LIKE CULTURE

COMPLACENT CONTENT VS PROVOCATIVE CONTENT Why, even though  hyper-fragmentation and more diverse and specific tastes are mentioned time and again; does it seem nowadays more like homogenization and that  all of us are consuming the same content?  Never has content offer been as extensive as it is today… so why did all of us see Game of Thrones? All of…

SELF OR NO SELF, THAT’S THE QUESTION

Why do we like to take selfies so much? The answer is obvious: because we like ourselves. That’s fine, but why do we like to take selfies of ourselves SO MUCH? A selfie is the most explicit way of what some social psychologists call the social mirror (looking glass self). This human need of understanding ourselves better and above all,…

IS IT TRUE OR NOT? It doesn’t matter, as long as it is inspiring

At this point we all know what Banksy did a few days ago. Almost instantaneously it has been considered a historic world event(for those who haven’t seen what he did, he shredded one of his art pieces at the precise moment in which it was auctioned in the prestigious Sotheby’s). There is a lot of speculation on whether it was…

What does it feel like to cross over to the Dark Side? ​Confessions of an ex consultant client

  ​Por Diana Bueno Bieletto, Gerente de Inteligencia en OCESA y ex miembro de High Speed Solutions.​ There are increasingly more reality food shows. Professional chefs wanting to be the best; amateurs wanting to experiment; children submitted to cruel criticism from expert chefs; grumpy faced chefs telling a family how to improve their restaurant. For some reason we love to…

Giving results is what is revolutionary

Some time ago I took a course specializing in Social Science innovative research methodologies. One of the things that struck me the most after taking the course was  that the people around me (in the marketing field of course) were really anxious to know what more I had learned in this course; they asked me for the course topics and…

The illusion of exclusiveness

Authors have been writing about luxury “for the masses” (the famous masstige) approximately since 2003. Back then there was a lot of talk about how simply going to Starbucks was a luxury in itself, if you compared it with making a cup of instant coffee at home. Nowadays having your name written on a cup with a mermaid logo on…

Rethinking pop culture: Why do we all like Luis Miguel?

For some months now family gatherings follow their usual course with the typical awkward silent moments….up to the moment when someone brave asks; and what do you think about Luis Miguel’s last episode? This is enough for the tone of conversation to become more harmonious. Everyone wanting to share their point of view, talking about the memes, speculating about what…

Why don´t we use our common sense more frequently?

Some time ago a marketing brochure fell into my hands that said something like “your brand matters to you, you do the best for it, you listen to the consumers, you have an MBA, you´re up to speed regarding the competition” and all the other things that a self-respecting marketer should know and do, “we have a message for you”….

The self-deceit of marketing

We have already talked about trust, and how easy it is to lie or feel that we are being lied to. But one of the hardest things to accept is when we self-deceive ourselves, because if something goes wrong, who can we blame? This is frequent at an individual as well as social level, but our work in marketing is…