Trust in your intuitions

Once I gave the headphones a thorough once-over exam, I tried them on. As I mentioned, they have a classic over-the-ear style and just looking at them, the padding on the ear pieces seem adequate and the peak of the headband seemed to be a bit lacking, but you don’t really know comfort unless you try on the product. So, I slipped the headphones on and found them to be exquisitely comfortable. Once I gave the headphones a thorough once-over exam, I tried them on. As I mentioned, they have a classic over-the-ear style and just looking at them, the padding on the ear pieces seem adequate and the peak of the headband seemed to be a bit lacking, but you don’t really know comfort unless you try on the product. So, I slipped the headphones on and found them to be exquisitely comfortable.

If no one hates you, no one is paying attention. If attention is what you want for vanity, confidence, or, hell — to make a decent living — then know that it’s not instantaneous. Every single person that you’re currently paying attention to, at some point in their lives, was in your exact position.

You need to be
true to yourself

Just like every other human on the planet, I have epically awesome days and days when life just turne against me. And while I can’t stand most self-help (see: tired quotes over stock photography on Instagram), sometimes I need a little pick-me-up. And most of the time, in order to get out of a slump (because my brain leans more into math/science than anything else), I need to drop a logic bomb on my ass.

Yes, this is a long article. But here’s the thing — if you’re reading this in your inbox and are already like, “fuck this!” delete it. No hard feelings. If you’re reading this in a browser on a website, and you see how tiny the scroll-bar is because of how far you still have to scroll to get to the bottom, close this tab and go back to 140-character tidbits of advice. Still with me? Phew. Just had to weed out all the folks from points: #1, #4 and #8. Welcome friends, onward we go.

Remember to
never give up

If no one hates you, no one is paying attention. If attention is what you want for vanity, confidence, or, hell — to make a decent living — then know that it’s not instantaneous. Every single person that you’re currently paying attention to, at some point in their lives, was in your exact position. They kept at it and worked enough so that others started listening. Also know that if no one is watching, you can experience true freedom. Dance in your underwear. Write entirely for yourself. Like there’s a going-out-of-business sale. Find yourself — not in some coming-of-age hippie way involving pasta and ashrams— but in a way that helps you draw your own line in the sand for what matters and what doesn’t. Do what you want to do, just because you want to do that thing. This will build confidence that will come in handy later.

Once I gave the headphones a thorough once-over exam, I tried them on. As I mentioned, they have a classic over-the-ear style and just looking at them, the padding on the ear pieces seem adequate and the peak of the headband seemed to be a bit lacking, but you don’t really know comfort unless you try on the product. So, I slipped the headphones on and found them to be exquisitely comfortable. Once I gave the headphones a thorough once-over exam, I tried them on. As I mentioned, they have a classic over-the-ear style and just looking at them, the padding on the ear pieces seem adequate and the peak of the headband seemed to be a bit lacking, but you don’t really know comfort unless you try on the product. So, I slipped the headphones on and found them to be exquisitely comfortable.

If no one hates you, no one is paying attention. If attention is what you want for vanity, confidence, or, hell — to make a decent living — then know that it’s not instantaneous. Every single person that you’re currently paying attention to, at some point in their lives, was in your exact position. They kept at it and worked enough so that others started listening. Also know that if no one is watching, you can experience true freedom. Dance in your underwear. Write entirely for yourself. Like there’s a going-out-of-business sale. Find yourself — not in some coming-of-age hippie way involving pasta and ashrams— but in a way that helps you draw your own line in the sand for what matters and what doesn’t. Do what you want to do, just because you want to do that thing. This will build confidence that will come in handy later.


Top Deejay headphones

First impressions.

Many years ago, I worked for my parents who own a video production company. Because it is a family business, you inevitably end up wearing many hats and being the czar of many different jobs. I mainly managed projects and worked as a video editor. On production, there were times that I was called on to work as an audio tech and was made to wear headphones on long production days. In those days, having a really good set of headphones that picked up every nuance of sound was essential to making sure the client got what they needed. Many years ago, I worked for my parents who own a video production company. Because it is a family business, you inevitably end up wearing many hats and being the czar of many different jobs. I mainly managed projects and worked as a video editor. On production, there were times that I was called on to work as an audio tech and was made to wear headphones on long production days. In those days, having a really good set of headphones that picked up every nuance of sound was essential to making sure the client got what they needed.

Naturally, my first impression of these headphones is based off of the look of them. They have a classic over-the-ear style that is highlighted by a blue LED light that indicates the power for the noise canceling. The padding on the ear pieces seems adequate for extended usage periods.

They are wired headphones, but the 3.5mm stereo mini-plug cable is detachable. Something else I noticed right of the bat was the very nice carrying case that comes with them. It has a hard plastic exterior with a soft cloth interior that helps to protect the surface of the headphones from scratches. I never truly appreciated cases for headphones until I started carrying them from place-to-place. Now I can’t imagine not having a case.

It’s safe to say that because of my unique professional experiences, I’ve tested out a lot of headphones.

John Williams

A perfect fit.

Once I gave the headphones a thorough once-over exam, I tried them on. As I mentioned, they have a classic over-the-ear style and just looking at them, the padding on the ear pieces seem adequate and the peak of the headband seemed to be a bit lacking, but you don’t really know comfort unless you try on the product. So, I slipped the headphones on and found them to be exquisitely comfortable. In order to test how voices sounded, and the overall art of sound mixing, I pulled up Netflix on my iPad Air 2 and watched a few minutes of a movie to hear all the nuances of the film. None of them were lost. In fact, I ended up hearing sounds that I hadn’t heard before. Echoes…birds chirping…wind blowing through trees…breathing of the characters…it was very impressive what the headphones ended up bringing out for me.

Quality.

Now that I had the headphones on my head, I was finally ready to plug and play some music. I plugged the provided cable into the jack on the headphones and then the one on my iPhone 6. Then I called up Pandora. I tend to have a very eclectic music purview and have many stations set up for different moods. From John Williams to Fallout Boy, the sound quality of these headphones was remarkable. There is an amazing depth of sound and incredible highs and lows that make listening to music a truly breathtaking experience.

In order to test how voices sounded, and the overall art of sound mixing, I pulled up Netflix on my iPad Air 2 and watched a few minutes of a movie to hear all the nuances of the film. None of them were lost. In fact, I ended up hearing sounds that I hadn’t heard before. Echoes…birds chirping…wind blowing through trees…breathing of the characters…it was very impressive what the headphones ended up bringing out for me.


CREATING A NARRATIVE BEYOND FORMAT

ResearchThe evolution of technology within the retail and e-commerce space has already changed how consumers perceive and connect with their brands. Their expectations are higher as their brand promise of reliability. Diversity, ethical commitment, and innovation are the DNA of any influential communication and vital to create a narrative that engages the diverse needs of consumers, from distribution channels to geographic zones. Captivating a multiscreen generation of consumers is a great challenge. The first step in this adventure is to understand that digital is more than format, it’s a lifestyle experience.

1.STORIES THAT EMPOWER THE BRAND AND THE AUDIENCE:

Storytelling goes beyond language, screens or platforms. It is something personal, a compelling mix of different experiences from both audience and brand content. We should inspire our audiences to be the hero. Technology has enabled new ways of extending and hosting the narrative and a different vision to understanding and implementing it. Technology enables a way to capitalize on consumer needs, share your commitment and focus to different audiences that otherwise would be impossible to reach. Segmentation is a tricky word, and without the proper reading can get you stuck, particularly in multifaceted markets like Latin America. Many companies experience shortly lived growth because of this.A digital strategy is far more challenging than posting videos, regular updates or pictures on social platforms. It’s an all-across brand collaboration to build a sensory experience and the proper narrative to drive the right story.

2. DELIVER A PERSONALIZED EXPERIENCE:

This is fundamental to any serious online strategy. Personalization and behavioral targeting are the next 2 big things that will give you the conversion lift you are looking for, and your visitors feel like that your page speaks their language, and I’m not talking about English to Portuguese. I’m referring to content that appeals to your brand target or demo. Could be in German or Spanish, but I need to comply with the created expectation. Many brands ‘re-use’ the same content on their every platform. With very little customization, content developers can adjust and adapt their content for each platform. Is understanding that content is a way to expand your brand universe to reach new and familiar places with innovation and creativity, where your customers are, anytime, anywhere.

3.GENERATE STRONG INFLUENCE:

Communication and research are essential for innovation and also choosing the right message to the right platform. We live in the multi-platform age, where real-time experience and technology and how you share it is just as important as the message. The number and types of tools available to consume information grow and change every day. It’s like standing in a beautiful podium with no listeners. In order to share your perfectly crafted narrative with your constituency, you must be aware of how they consume information about you. In other words, a change of perspective on delivery.

4. CONSOLIDATE YOUR MESSAGE:

The migration from traditional to digital communications still has hundreds of billions of dollars on the table. This isn’t just a shift from TV ads to web banner ads; it’s a shift in what constitutes marketing beyond old-school advertising tactics. The digital vehicles in which marketing operates are still being invented and shaped. Even major players such as Facebook and Twitter are still experimenting with their offerings to marketers on which their businesses are based. Buyer behavior patterns are changing in both B2B and B2C, evolving mobile interactions for instance. The only constant changes, but your message should remain constant in every touchpoint.

5. CONNECT WITH YOUR CUSTOMER’S ASPIRATIONS:

One of the main reasons why people talk about things and spread word of mouth, no matter if is at home or online, is to display the traits that they want others to see in them. People share and comment on where the content strikes a chord in their hearts, causing an intimate connection. Is also guiding your customers to find a voice and understanding about how your brand can bring an unexpected solution or a long-awaited reward to a personal need.
Paco Rabanne gets that, and to support the release of their latest fragrance Invictus they pit seven athletes from across the globe undertaking a series of athletic challenges for a noble cause, all screened on the Invictus online channel.

6.TAKE ADVANTAGE OF IMAGE DRIVEN NETWORKS:

An Image is better than a thousand words. Yes, that true, but the image has to convey a story, a message. Beauty is not the message per se; the message is the beauty. With the right visual narrative, we evoke aspirational emotions that connect with our brand. Do a visual brainstorming with your team members and see what comes up. All your creative assets, photos, video, 3D, and infographics are core to your brand story. The key is to be more influential than promotional. One of the most pinned brands on Pinterest is “Chanel” with an average of 2400 pins of Chanel products per day. This is nothing short of amazing since Chanel does not own a Pinterest account, customers have embraced the advocacy to the brand.

7. USE BRAND LEGACY TO TELL YOUR STORY:

Many brands still market their products by explaining what they do, leaving out the “why they exist”. I believe that more effective communication always stands in your own legacy experience. Define your values, communicate what your brand stands for, be honest and genuine, and the market will honor you. Your reason, your method and what you do. Let me share Apple’s core declaration:

“Everything we do, we believe in challenging the status quo. We believe in thinking differently. The way we challenge the status quo is by making our products beautifully designed, simple to use and user-friendly.  We just happen to make great computers.”

 

8. CREATE CROSS-CHANNEL EXPERIENCE:

Soon, talking about online and offline will be like talking about the benefits of your left vs. right legs. Both are integral to the other. Don’t be afraid of taking the in-store experience online, and the online experience in-store. The combination can be amazing. While working in Quadramma created several digital experiences to support this. We partner with Starbucks to create their first mobile experience in LatAm that was really a huge hit: customers could share a personalized holiday message to friend and acquaintances decorating their favorite seasonal drinks. Or Jazmin Chebar with an in-store app with exclusive content. Once customers were in the stores, they took pictures, share content, watch live streams, and use in-store iPads.

9. BALANCE FUNCTIONALITY AND STYLE:

A ton of gold is too heavy. Same goes for websites that look incredible but had poor functionality, navigation is not intuitive, it's content-saturated and have connectivity issues. Find the balance between visually stunning, easy to use, and highly functional. Less is always is more. Combine the style of your brand with a great UX interface and user will keep coming for more.


THE FUTURE OF YOUNG AUDIENCES

Younger generations are influenced by a diet of digital content at a very early age, fragmenting the audiences in a million different directions. Social media, online channels, video-games, mobile devices…it feels like a rat race for some of the distributors, licensees, and networks to defend their ‘real estate’ before is too late.

With the alarming shift of young people to consume mostly online content, networks are experiencing a demographic migration that might be tough to reverse. Recently a lot of buzz splashed the news about MTV struggle with the shrinking of their audience. But this is happening all across the board: Time Warner, Scripps Networks Interactive, NBCUniversal, Discovery, A+E Networks, Disney Jr. and ESPU all showed declines. The reason: many young viewers are watching programming on smartphones and tablets which are not included in the ratings, resulting in ad revenue decline. Networks are trying to reverse the trend of investing in programming and research, but the results are still in the works. Analyst agreed that Nielsen numbers aren’t the base for cable operators ad revenue, but they are indicative of trends. The question is how this will reflect on subscriber numbers in the long run.

This might sound as bad news, but depending on the perspective, this could be the glass half-full. Executives and cable providers were awakened by this decline to find new ways to make up that revenue. If played well, this shift can be view as a power-up for Cable Networks to find their Ch’i. This much needed “revival” would not only help companies to stabilize revenue but most likely could grow the linear TV business as a whole.

Children’s programming is crucial to pay-TV

Operators generally target families, becoming key drivers of on-demand offerings. Netflix is one of the largest provider of online children’s content through output agreements with DreamworksCartoon Network and movie deals with DisneyViacom moved their kid's deals to Amazon and Discovery moved its children’s content to Hulu. The cross-platform world is changing rapidly and the only way to keep up -and more important to lead- is to embrace innovation. Understanding innovation is more than tech, apps or social marketing, but as a mindset about how we approach business. It is a game-changer event.

Several companies are marching to this beat already. PBS is launching a free 24/7 multiplatform PBS KIDS on mobile devices and Roku, Apple TV, Amazon Fire TV, Android TV, Xbox One and Chromecast. AT&T is rebranding all TV products to AT&T Entertainment, moving in the next years to a cloud DVD architecture. ABC and Marvel TV just launched “Agents of S.H.I.E.L.D.: Academy.” A digital series aimed to engage fans to compete in the show. From the first “IronMan” movie and now with “The Force Awaken”, Marvel and Disney are building audience strategies for years to come.

Even Xbox users already spend more time watching video than playing games with the device and heavyweights like NickelodeonHulu and Dailymotion are partnering to create another avenue to connect with their audiences. Disney and Saban are also investing in a viral content platform “Playbuzz” to create and distribute content into social media outlets. A few days ago E! launched a daily Facebook Live talk show expanding the social giant’s push to bring premium content to their live streaming service. Comedy Central expanded the slate of original content for instant-image messaging app SnapChat to sell advertising packages with its TV clients.

Also, the NFL and the MLB are going after young audiences, encouraging their stars to reach out to fans via Twitter, Instagram, and Snapchat. The focus is to motivate youngsters who are not watching football or baseball on TV (but spending hours on digital) to watch streaming matches online and mobile. NBCU made a savvy move announcing a consolidated upfront -including Telemundo- next May in NYC since networks are selling advertising across platforms and marketers are targeting interrelated audiences.

These initiatives serve both content and business. The result is a much more efficient TV content, generating deeper engagement, thus building profitable revenue streams outside traditional pay-TV universe.

Today is the multi-platform online revolution, tomorrow maybe is something else, but innovation will always be the constant. Is the ability to transform the business and identifying what plays the best. A thought from Viktor Frankl comes to my mind: “When we are no longer able to change a situation, we are challenged to change ourselves”.


Stumbled the concept

Damian

DamianBy DamianMarch 3, 20166 Minutes

PRIMER PASO: CAMBIAR LA PERSPECTIVA,  LAS PREGUNTAS Y EL MODO DE ACERCAMOS A LA INFORMACIÓN

Entender a nuestra audiencia en la complejidad del mercado actual es un desafío. Se requiere una mentalidad ágil, capaz de sintetizar enormes cantidades de información con la perspectiva correcta. La industria del entretenimiento está cambiando su manera de hacer negocios, adaptando sus modelos a esta nueva generación. Las nuevas audiencias son nómadas, multitarea, experienciales, agnósticas de formato e impredecibles. No hay dos espectadores iguales. Dentro del mismo grupo demográfico pueden no compartir gustos o intereses, y la mayoría de las veces, son indiferentes a las costosas estrategias de marketing de hoy en día. Pero si realmente queremos entender a nuestro público y como interactúan con nuestro contenido, tenemos que cambiar las preguntas y el modo de acercamos a la información. Con cada ‘tweet’, ‘me gusta’ ó ‘selfie’ se multiplican las chances, y si no estás sincronizado con el comportamiento de tu audiencia, o monetizando tus contenidos, otra persona lo hará. La competencia es dura.

ENTENDER A TU AUDIENCIA SE PARECE MUCHO A UNA “PRIMERA CITA”

Existen varias herramientas muy buenas de análisis de datos que buscan conexiones en la información, identificando hechos y comportamientos. Pero hay otros factores que no están en el reporte. Cuando se trata de entender a tu público, toda la información que puedas obtener es importante. Pero hay que ser inteligente y sensible para comprenderlos efectivamente. Es vital aprender a leer los signos, evaluar la información obtenida, y ajustar el acercamiento según sea necesario. Entender a tu audiencia se parece mucho a una “primera cita”, y la analítica es una forma de medir el “lenguaje corporal” de tu audiencia.

¡Seguro que obtendrás toneladas de datos! Desde mediciones en tiempo real, provenientes de herramientas de medición, hasta los reportes de mercado de tus propios productos, sean físicos o digitales. Estas mediciones te darán una idea aproximada de tus puntos fuertes y hasta donde puedes “coquetear” con tu audiencia. Contar con todos los detalles es importante, pero saber seleccionar la información es la clave.

Debes poder adaptarte rápidamente y ser flexible. Así como una sonrisa sutil, gestos, miradas y movimientos son importantes en una cita, hay varios indicadores que nos dicen lo que pasa por la “cabeza” de nuestra audiencia.Presta atención a las tendencias, las noticias relevantes de hoy, las redes sociales; El ‘timing’ es importantísimo. Incluso el clima te puede dar una métrica que los algoritmos hayan pasado por alto.

El “lenguaje corporal” la clave en toda relación

Simiras atentamente las señales. El “lenguaje corporal” de tu audiencia se vera tan claro como “Neo” ve a la Matrix. Un ejemplo muy actual fue el film Jurassic World. El lenguaje corporal de la audiencia fue bastante claro: durante el weekend del estreno, la tasa de vídeos compartidos en YouTube relacionados fue de 45 a 1 (la media es 9 a 1). El tráiler oficial en el canal oficial de Universal tuvo 66,6 millones de vistas (apoyando las razones de empresas que invierten en canales web). Twitter casi se rompió con su #JurassicWorld que alcanzó un máximo de 63K. La conversación en las redes sociales durante la cita fue muy fluida. Miles y millones de personas compartieron el trailer con su comunidad. Esto seria casi el equivalente a una intención de compra, un beso.

Otro factor fue que ese fin de semana no hubo grandes eventos deportivos, ni semifinales de futbol en TV. Sumemos también a Chris Pratt mostrando el torso –para las damas- incluso calendarios escolares y shows de TV estuvieron repletos de dinosaurios semanas previas del estreno. Por último, parece que familias enteras disfrutan de ver como ¡Pterosaurios se alimentan de turistas! ¡Puro entretenimiento familiar! Mundo Jurásico batió varios récords, siendo el film con mayor recaudación histórica en su estreno con unos lindos $511,8 millones de dólares en ventas sólo de entradas globales, superando incluso Harry Potter y la Cámara de los secretos. ¡Qué buena cita tuvo Universal Studios!

Conclusión. Las audiencias consumen e interactúan de las maneras más inesperadas, y hay que estar preparados para prestar atención, tanto a los reportes y datos analíticos como a lo que esta sucediendo fuera de ellos, casi en tiempo real. Los datos son generados por la misma audiencia que los consume, a través de sus propios dispositivos vía chat, canales online, redes sociales ó tweets. Hay que prestar atención a la “vibra” del lenguaje corporal y saber utilizarla a nuestro favor. Las analíticas pueden ser difíciles de entender, pero son sólo una parte de los datos. Mantente tranquilo, se tu mismo, observa y responde con la actitud justa, quizás este sea el inicio de una relación inolvidable.


How to create a hit with a low budget and a clever strategy

Deadpool has always been a fairly popular Marvel character among hardcore fans, but relatively unknown to the rest of the world…until today. He’s a kind of quirkish, snarky anti-hero with a natural ability to break the fourth wall to communicate with his readers/audience, usually to mock the super hero cliché. Against all odds, Deadpool made it to the big screen, and compared to others in the same genre, with a tiny $58 million budget.

From the buzz and temperature of social conversations from these past weeks, looks like Deadpool is going to break some barriers over the weekend and the people at Fox and TSG(financiers of Fox live action movies) are going to be celebrating next week. Why? Because they had created a hit out of nowhere. And off course, the movie is pretty entertaining, despite the R rated label. Looks like someone at Fox marketing is planning and executing the right way some key strategic moves:

1.Release date

Deadpool probably will beat their weekend competition in this long president weekend.Zoolander 2 have drawn on nostalgia viewership and also a good campaign to cash on tickets to save the day. And How to be Single, the Dakota Johnson romantic flic, well…is just that. Deadpool release date feels like it was “under the radar” in the distribution timeline because there are literally not many movies for grown-up audiences to go. Big Oscars contenders have their on fight last week, Fifth Wave is a bore, and Zootopia is due next week, so Deadpool has a green wave to rise above the numbers. Plus, is Valentine weekend, with basically no “The Notebook” movies in sight. So this quirky potty-mouthed anti-hero is the royal ambassador of anti-valentine audiences.

2.Marketing Campaign

We all know that a box office hit need good PR and Marketing strategy, but honestly, most of the studios FAIL on these matter, and don’t tell me because of the budget. Advertising is not all about showing the movie trailer or character posters here and there. Its about building a brand. The marketing around the upcoming film has been nothing short of phenomenal, deserving of a glowing five out of five chimichangas. The trailers and promos for the film have all been tongue in cheek and absolutely hilarious, playing off of different trends and tropes to create unique communications. Seriously, if the ads are this good, just imagine what awaits fans in the theaters (eat your heart out Star Wars). Even they did a Valentine style campaign that is just brilliant

3.Social Media Strategy

We’re living in a postmodern, meme-culture, hero over saturated age. Audiences are CRAVING for some originality. No more remakes, no more sequels, no more cinematic universes with happy meal toys and epic superhero faces in a box of cornflakes. Deadpool itself is a bit of a snarky commentary on the over exposure of the genre, even an R-rated very violent superhero movie, but guess what, its unique. The audience age is that perfect 18-34 years old, which are highly social users. So, its no surprise that online conversations about Deadpool are hot on Reddit, Facebook, Twitter, YouTube, Instagram, you name it, where fans can engage and engage others. The movie has been promoted virtually only through social media. In fact, the movie was only green-lit after test footage was “leaked” on social media. Fox released a red-band trailer unsuitable for TV, and the movie landed an R-rating. So marketing made up for the lack of television ads with their creative social media campaign. During the holidays, they spoofed the 12 Days of Christmas, with #12DaysofDeadpool, which spotlighted special content released each day. The content included downloadable videos, pics and emoji’s. And also took over Valentines with fake gushy romantic Ads all over the internet and street billboard.

 

The big man @ ComScore, Paul Dergarabedian, said this today about Deadpool: “This may be the first movie of 2016 that kind of elevates everything, and gets that box office momentum charged.” Sweet remark. Againits all about building a brand. 

The movie is also off to an impressive start overseas, with a tracking of more than $90 million for the weekend. Deapool is on fire at the box office today: it began playing at 7 p.m. in 2,975 locations; on Friday, it expanded into a total of 3,558 runs, including Imax locations. The Imax portion of Thursday night’s haul was $2.3 million, the sixth biggest preview ever for the large-format circuit.

Once ranked nr. 182nd out of 200 in the popularity list of Marvel properties, Deadpool is on its way to become a success. The movie probably step over the heels of Guardians of the Galaxy ($94.3 million) and Captain America: The Winter Soldier($95 million) and likely score the biggest R-rated opening of all time. Tip of the hat to the marketing team @ Fox.

Deadpool, starring the sexy-mouthy Ryan Reynolds, beautiful Morena Baccarin, Ed Skrein, T.J. Miller and Gina Cara, all directed by Tim Miller.