Archive
McDonald’s makes a goal with this promo that will be aired at Super Bowl 2015
this is really a great promo. it is very creative and a perfect match to the advertising brand sell campaign of McDonald’s. it is rare to see promos that work so perfectly well with brand sell advertising.
McDonald’s has been running the “loving it” campaign in the US. in this promo, some customers will be chosen to pay for their McDonald’s orders with “acts of love” rather than money, acts of love like calling your mother to tell her you love her or a family told to do a group hug. they will air this promo TV ad at the upcoming Super Bowl 2015 this weekend in the US.
the 6 unfinished businesses on the slaughtered 44 PNP SAF commandos that will make you scratch your head
the fallen 44 PNP SAF commandos
this is truly a shocking time for the Philippines – just a few days after the visit of Pope Francis to the country where 7 million went to Luneta to hear Pope Francis say mass and all 100 million of us were transformed and united by the words of the pope and of God, we were shocked out of our wits by 44 faces of these young men of the PNP’s SAF unit who were all slaughtered in Maguindanao.
there should be some kind of irony that they died in the hands of the MILF and BIFF soldiers who we assume are Muslim and belong to the faith of Islam just a few days after the head of the Catholic faith was in the country but we will not discuss that now. maybe for another day,
we sat in shock after more information were given on the incident that involved the 44 SAF personnel and how they died. we were brought into deeper shock when we heard the speeches delivered by government officials that listed what they will do and not do. from that shock, we are listing here things that we find and we put this mildly as unfinished businesses. and not putting it mildly, things that made us scratch our head.
in no particular order:
1. president aquino in his speeches defined ‘justice fpr the SAF 44″ as ‘the government will ctach Usman”, not as “catch the murderers of the 44 SAF men“. Usman is the other terrorist that the SAF was supposed to serve a warrant of arrest to. the other one is international terrorist Marwan who according to the PNP was killed in the encounter. Usman and Marwan were together, in separate huts but very near each other during the encounter.
we fail to see how catching Usman gives justice to the slaughtered 44 SAF men. the 44 SAF were slaughtered, they were murdered while doing their duties, the rule of law says murder is a crime in the Philippines and it is punishable. the president of the country not saying anything even remotely near that is at minimum disturbing and very disappointing.
we know that often times Noynoy Aquino has logic that only he understands but this one is one of the extremes. defining “justice” in that way seem to show he jumped several, actually many logic gaps that he did not bother to explain to us.
we are not even mentioning the fact that it took Aquino 3 days before he spoke about the massacre. he delivered 2 speeches on the matter and we listened intently to those two speeches. we listened as we wanted to hear from him that the government will pursue the killers. it was not mentioned in his first speech. it was also not mentioned in the second speech but it was there where he gave that strange definition of justice.
i scratched my head for the longest time on this one.
unlike president aquino, DOJ sec De Lima had made a statement that gives the proper definition of “justice for SAF 44”. De Lima shoulod be elected president!
Justice Secretary Leila de Lima issued a statement assuring the families of the justice department’s commitment to pursue justice for the fallen Special Action Force men.
“But we need to first ascertain the full facts surrounding the whole incident, including the identification of perpetrators,” De Lima said.
She added: “We’re looking at criminal liabilities for various offenses, such as multiple murder, homicide, serious physical injuries, direct assault, illegal possession of firearms … obstruction of justice and others.”
Read more: http://newsinfo.inquirer.net/669344/chief-justice-sereno-kris-among-those-who-paid-their-last-respects#ixzz3QPEjn3ea
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2. aquino seem to be giving the criminals among the MILF and BIFF a free pass on the crime they committed. it is ironic that the 44 SAF men died to uphold and execute the law and yet aquino seem to have given a free pass to those who broke the law and killed the 44 SAF men. justice, rule of law and even common sense were mangled to unrecognizable bits and pieces here.
3. according to news reports, 392 SAF men, a whole battalion was mobilized for the operation – how was it that the officers in the PNP chain of command didn’t know that a whole battalion of men were being mobilized? DILG chief Mar Roxas and the PNP OIC both claim they did not know about the operation and these two gentlemen are part of the chain of command. the chain of command must have a long list of officers down the line but none of them noticed the mobilization or if they did, none of them reported the matter to higher ups?
the SAF men are stationed in many different parts of the country. to assemble 392 men in one place will mean small and big groups of men will be travelling from different places to go to one central location. aside from men preparing and leaving, equipment, arms and transport of all sorts would have been mobilized. surely, officers in the chain of command would have noticed the large amount of people and logistics are getting moved.
if the PNP chain of command did not notice the mobilization of 392 men, one battalion, it can mean the national government is susceptible to a coup detat and they will not even know a battalion sized army with arms are already assembled and have commenced the attack on the government.
really, they did not know?
4. president Noynoy Aquino knew about the operation. aquino said he was told of the operation. it is not clear who was telling hin of the operation. the question here is this – why is a captain or even a major or colonel talking directly to the president? are we supposed to believe that? aquino as president knows by practice and i suppose in some handbook somewhere that men with the rank of general are the ones who have access to him. and these are not ordinary generals, they are usually 4-star or 5-star generals, the chiefs of the forces, not some middle level military or police officer. the military and the police are totally anal about procedure and the chain of command. protecting and upholding the chain of command is very critical in any military and police organization.
aquino says he knew about the operation, so what is this a captain or a major in the SAF who led the operation is a textmate of aquino? unlitext? or unlicall?
5. general Alan Purisima, the former PNP chief who has been suspended from office by the ombudsman was apparently in control of the operation and presdient Aquino knew it. we’re not questioning the skills and knowledge of Purisima but why was he actively involved and in fact the lead in this operation when getting suspended means he is not supposed to perform the function that he was supposed to be performing? in simple terms, a suspension means “you do not perform your function” but that was violated here. since he performed his function contrary to the order of the ombudsman, is Purisima now liable to be jailed?
the other head scratching moment here is that president aquino was a party here. Aquino admitted he was talking to Purisima about the SAF operation. in other words, the president was a party in violating the suspension order of the ombudsman.
6. terrorists Usman and Marwan have been in the MILF territory apparently for years – the MILF has been coddling international terrorists? it is not like these two just dropped by at the MILF territory. they had houses in the area. their wives and family were there too. the MILF know who they were and they allowed them to stay in their territory without reporting it to the police or the army. the MILF coddled and harbored the international terrorists. they are bomb makers and they have killed a lot of people in Mindanao and in the case of Marwan also in Bali, Indonesia.
we are not a lawyer. we do not claim any knowledge of the law. and we are not looking at these items from the point of view of the law but just from the eyes of a citizen using common sense. none of these things can be explained by anything close to common sense.
#1MonthSalaryBonus for all government agency personnel who served in Pope Francis visit
we are all impressed and we do appreciate the dedication and job well done of all military, police, emergency, MMDA, barangay and other government agency personnel who were on duty and gallantly served during the Pope Francis Philippine visit.
we are all proud and thankful for their successful and excellent service.
we are petitioning the government to give each one of them at least a 1 month salary bonus in appreciation and recognition of a job well done.
if you agree with this and you want to give recognition to those who worked hard to protect, keep him safe and make sure everything goes well with Pope Francis and his visit to the country, retweet these:
*picture sourced from FB
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how great are the PHL government agency personnel, preparation and execution and the pinoys who went to the Luneta park event of Pope Francis? 6 to 7 million people attended the event and ZERO incident!
12 yr old Glyzelle who made us all cry asks Pope Francis: “Bakit po pumapayag ang Diyos na may ganitong nangyayari?”
at UST where Pope Francis met with the youth, one of the speakers, 12 year old Gyzelle Palomar, one of the street children who stay at the Tulay ng Kabataan Foundation that take care of street children asked Pope Francis this profound and vastly troubling question : “Bakit po pumapayag ang Diyos na may ganitong nangyayari?” (Why is God allowing these things to happen?”.
before that she was talking about children getting into drugs and prostitution. she must have been so overcome by her words and what she has witnessed herself on the streets and possibly (and we hope not) her own experiences.
Girl breaks down before Pope
(UPDATED) Two street children tell their stories to Pope Francis at the University of Santo Tomas in Manila, a law student wants to know how ‘to love,’ and a Typhoon Yolanda volunteer asks what more the youth can do
reqd here: http://www.rappler.com/specials/pope-francis-ph/81196-girl-breaks-down-pope-francis
pictures from Rappler.com
Weeping Philippine girl challenges pope on prostitution
MANILA (AFP) –
A weeping 12-year-old Philippine girl, asking how God could allow children to become prostitutes, moved Pope Francis on Sunday to hug her and appeal for everyone to show more compassion.
Glyzelle Palomar, a one-time homeless child taken in by a church charity, made her emotional plea during ceremonies at a Catholic university in Manila, ahead of a mass by the pope to millions of faithful.
“Many children are abandoned by their parents. Many children get involved in drugs and prostitution,” Palomar told the pope as she stood on stage alongside a 14-year-old boy who also used to be homeless.
“Why does God allow these things to happen to us? The children are not guilty of anything.”
Palomar broke down and wept profusely, prompting the 78-year-old pontiff with a man-of-the-people reputation to take her into his arms and hug her for a few seconds.
The pope later discarded most of his prepared speech that he was due to give in English, reverting back to his native Spanish to deliver an impromptu and heartfelt response.
“She is the only one who has put a question for which there is no answer and she wasn’t even able to express it in words but in tears,” the pope told a crowd that organisers said reached 30,000.
“The nucleus of your question… almost doesn’t have a reply.”
~~more to follow~~
full texts of speeches of President Aquino and Pope Francis at Malacanang
source : Philippine Daily Inquirer
FULL TEXT: Aquino’s speech in the presence of Pope Francis at Malacañang
Your Holiness:
Colonialism was brought to our shores, partly by the efforts of the conquistadores, and partly through the efforts of the Church. When the clergy in that period was asked how they justified the injustices committed during the colonization of the Philippines, they responded by saying: the Kingdom of God is not of this earth.
With Vatican II however, this changed: Instead of being a pillar of the establishment, the Church began to question the status quo. My understanding of the changes inspired by Vatican II, and of the influence of liberation theology, was the notion that temporal matters affect our spiritual well-being, and, consequently, cannot be ignored. Two passages from scripture come to mind.
The first comes from Matthew, Chapter 22, Verses 36-40, in which a Pharisee posed this question to Jesus Christ, “Teacher, which is the great commandment in the Law?” And He said to him, “‘You shall love the Lord Your God with all your heart, and with all your soul, and with all your mind.’ This is the great and foremost commandment. The second is like it, ‘you shall love your neighbor as yourself.’ On these two commandments depend the whole Law and the Prophets.”
The clear link between the two greatest commandments, as Christ put it, is further emphasized in another passage. In Matthew Chapter 25 Verses 35-36, Christ said, “For I was hungry, and you gave Me something to eat; I was thirsty, and you gave Me something to drink; I was a stranger, and you invited Me in; naked, and you clothed Me; I was sick, and you visited Me; I was in prison, and you came to Me.’”
The Gospel challenges each member of the Church to go beyond almsgiving and mere charity, and to be concerned with injustice in temporal matters. We were further taught that if we do not intercede to make each person capable of exercising true freedom of choice, then we are not our brother’s keepers. One of the examples given to us involved a certain question. If it is a sin to steal, who is the greater sinner: the desperate man in an impossible situation forced to steal to feed his starving family, or the politician with an insatiable greed who, despite not having real material needs, stole from the public coffers?
Headlines ( Article MRec ), pagematch: 1, sectionmatch: 1When the Church engaged in temporal matters, it was truly working to bring the Kingdom of God apparent in this world. It was a living Church, a source of nurturing and support for the faithful, at a time when movies like “The Cardinal,” “The Shoes of the Fisherman,” and even “Jesus Christ Superstar” elicited deeper thoughts on how to further deepen the faith.
These teachings have been central to my family’s advocacy, which is understandable considering what we, along with millions of Filipinos, went through under the dictatorship. Then-President Marcos declared Martial Law in 1972, when I was 12-years-old, beginning an era in which the most fundamental rights of many Filipinos were flagrantly and routinely violated. It was in this environment that I came of age. In a sense, I had a front row seat to that tyranny and persecution. After all, the dictator wasted no time in having my father, one of his most influential and vocal opponents, imprisoned.
Martial Law deprived our family not only of a loving husband and father. Many of our friends avoided us. There were few who dared speak up. One of those was Fr. Toti Olaguer, SJ, who, right in the heart of the dictator’s most secure prison, had the courage to speak the truth about Mr. Marcos’ abuses, even as he was being videotaped. Many others in the Church, such as Jaime Cardinal Sin, Bishop Francisco Claver, and Bishop Antonio Fortich, just to name just a few, truly lived their faith and acted as followers of Christ in being their brothers’ keepers.
The courage and daring displayed by the clergy solidified my belief: Especially during the Martial Law years, the Church of the poor and oppressed shone vividly. The clergy was always at the forefront of those wanting to emulate Christ and carry the burdens for all of us. Indeed, they nourished the compassion, faith, and courage of the Filipino people. This allowed millions to come together as a single community of faith and make possible the miracle of the EDSA People Power Revolution.
Perhaps we had grown so accustomed to having this Church, always at the forefront of championing the rights of all, especially those of the marginalized, that we found it hard to understand its transformation. We were taught that the Catholic Church is the true church, and that there is constancy, for it upholds the truth at all times.
Hence, there was a true test of faith when many members of the Church, once advocates for the poor, the marginalized, and the helpless, suddenly became silent in the face of the previous administration’s abuses, which we are still trying to rectify to this very day. In these attempts at correcting the wrongs of the past, one would think that the Church would be our natural ally. In contrast to their previous silence, some members of the clergy now seem to think that the way to be true to the faith means finding something to criticize, even to the extent that one prelate admonished me to do something about my hair, as if it were a mortal sin. Is it any wonder then, that they see the glass not as half-full, or half-empty, but almost totally empty. Judgment is rendered without an appreciation of the facts.
I understand I am only human, and thus, I am imperfect. I ran for the Presidency despite my discomfort with the trappings of power, because if I passed up on this opportunity to effect real change, I would not have been able to live with myself, especially if the situation worsened. But in this effort, the participation of all is necessary. Everything I have said has not been to criticize, but to speak the truth, for the truth shall set us all free. If we are able to settle our differences, can we not benefit our people quicker?
This is why I was struck by what Your Holiness recently said to the Curia, when you warned them of the illnesses that not only Christians, but anyone in a position of power, is prone to, including that of thinking one’s self immortal or indispensable, and the danger of becoming sowers of discord through gossip and grumbling.
I appreciate and respect Your Holiness, for your role as a unifying and revitalizing voice, not just among Catholics, but also among all peoples of goodwill. Your statements bear witness to the compassion and understanding of Christ. Exhibiting the same humility, you eschew the trappings of your position, even to the necessary security preparations, which, I should admit, has been somewhat of a security nightmare for us. [Laughter] In all seriousness, who can deny that Your Holiness is truly living the life of one who is dedicated to advocating for the oppressed and marginalized?
I believe that you are a kindred spirit, one who sees things as they are, and is unafraid of asking, “Why not?” Some of your statements might have been shocking or offensive to some peers. But Your Holiness is meant to be the instrument through which the Kingdom of God is allowed to flourish. In your example, we see the wisdom of continuing to ask, “Why not?” We see joy, a sense of authentic service, and an insistence on a true community of the faithful. We thank the Lord for other kindred spirits like Luis Antonio Cardinal Tagle, Father Catalino Arevalo, and Sister Agnes Guillen, who have always been voices of reason, and who are spiritual people who will always be natural allies, along with so many others. We would like to think that even more will join us in the truth, in the fullness of time.
In the fight to transform society, one cannot help but be heartened by the fact that we are not alone. When we tread this path with people such as yourself, along with the millions you have inspired, we gain the courage to do what needs doing, the optimism to dream about what we can achieve in unity with one another, and the opportunity to turn that dream into a shared reality, with the grace of Almighty God. The Filipino people, in whose name I welcome you today, ask your blessing; may we find more mercy and compassion in our lives.
Thank you. Good day.
FULL TEXT: Pope Francis’ speech at Malacañang
Ladies and Gentlemen,
I thank you, Mr President, for your kind welcome and for your words of greeting in the name of the authorities and people of the Philippines, and the distinguished members of the Diplomatic Corps. I am most grateful for your invitation to visit the Philippines.
My visit is above all pastoral.
It comes as the Church in this country is preparing to celebrate the fifth centenary of the first proclamation of the Gospel of Jesus Christ on these shores. The Christian message has had an immense influence on Filipino culture.
It is my hope that this important anniversary will point to its continuing fruitfulness and its potential to inspire a society worthy of the goodness, dignity and aspirations of the Filipino people.
In a particular way, this visit is meant to express my closeness to our brothers and sisters who endured the suffering, loss and devastation caused by Typhoon Yolanda.
Together with many people throughout the world, I have admired the heroic strength, faith and resilience demonstrated by so many Filipinos in the face of this natural disaster, and so many others.
Those virtues, rooted not least in the hope and solidarity instilled by Christian faith, gave rise to an outpouring of goodness and generosity, especially on the part of so many of the young. In that moment of national crisis, countless people came to the aid of their neighbors in need.
At great sacrifice, they gave of their time and resources, creating networks of mutual help and working for the common good.
This example of solidarity in the work of rebuilding teaches us an important lesson. Like a family, every society draws on its deepest resources in order to face new challenges.
Today the Philippines, together with many other countries in Asia, faces the challenge of building on solid foundations a modern society – a society respectful of authentic human values, protective of our God-given human dignity and rights, and ready to confront new and complex political and ethical questions.
As many voices in your nation have pointed out, it is now, more than ever, necessary that political leaders be outstanding for honesty, integrity and commitment to the common good. In this way they will help preserve the rich human and natural resources with which God has blessed this country.
Thus will they be able to marshall the moral resources needed to face the demands of the present, and to pass on to coming generations a society of authentic justice, solidarity and peace.
Essential to the attainment of these national goals is the moral imperative of ensuring social justice and respect for human dignity. The great biblical tradition enjoins on all peoples the duty to hear the voice of the poor.
It bids us break the bonds of injustice and oppression which give rise to glaring, and indeed scandalous, social inequalities. Reforming the social structures which perpetuate poverty and the exclusion of the poor first requires a conversion of mind and heart.
The Bishops of the Philippines have asked that this year be set aside as the “Year of the Poor.”
I hope that this prophetic summons will challenge everyone, at all levels of society, to reject every form of corruption which diverts resources from the poor, and to make concerted efforts to ensure the inclusion of every man and woman and child in the life of the community.
A fundamental role in the renewal of society is played, of course, by the family and especially by young people.
A highlight of my visit will be my meetings with families and with young people here in Manila.
Families have an indispensable mission in society. It is in the family that children are trained in sound values, high ideals and genuine concern for others.
But like all God’s gifts, the family can also be disfigured and destroyed. It needs our support. We know how difficult it is for our democracies today to preserve and defend such basic human values as respect for the inviolable dignity of each human person, respect for the rights of conscience and religious freedom, and respect for the inalienable right to life, beginning with that of the unborn and extending to that of the elderly and infirm.
For this reason, families and local communities must be encouraged and assisted in their efforts to transmit to our young the values and the vision which can help bring about a culture of integrity – one which honors goodness, truthfulness, fidelity and solidarity as the firm foundation and the moral glue which holds society together.
Mr President, distinguished authorities, dear friends:
As I begin my visit to this country, I cannot fail to mention the Philippines’ important role in fostering understanding and cooperation among the countries of Asia.
I would also mention the oft-neglected yet real contribution of Filipinos of the diaspora to the life and welfare of the societies in which they live.
It is precisely in the light of the rich cultural and religious heritage of which your country is proud that I leave you with a challenge and a word of prayerful encouragement.
May the deepest spiritual values of the Filipino people continue to find expression in your efforts to provide your fellow citizens with an integral human development.
In this way, each person will be able to fulfill his or her potential, and thus contribute wisely and well to the future of this country.
I am confident that the praiseworthy efforts to promote dialogue and cooperation between the followers of the different religions will prove fruitful in the pursuit of this noble goal.
In a particular way, I express my trust that the progress made in bringing peace to the south of the country will result in just solutions in accord with the nation’s founding principles and respectful of the inalienable rights of all, including the indigenous peoples and religious minorities.
Upon all of you, and upon all the men, women and children of this beloved nation, I cordially invoke God’s abundant blessings.
source : http://www.gmanetwork.com/news/popefrancis/story/406413/full-text-pope-francis-speech-at-malacanang
the 1st selfie taken with Pope Francis during the Philippine visit
the first selfie taken with Pope Francis happened at Villamar Airbase on Saturday, January 17.
University of the Philippines’ 2015 UPCAT Results Are Out, get it here
the UPCAT results are out! you can check the names here.
source :
congratulations!
Ateneo de Manila University’s ACET 2015 out January 10, 2015 as promised
results will be posted here : http://ls.ateneo.edu/acet_results.php
screen cap of the Ateneo website as of January 9, 2015
the results will also be posted at the Ateneo Blue Eagle Gym on January 10 at 8 am. we will be posting pictures here.
the scene at the Ateneo Blue Eagle Gym at 8:05 am today. yes the results are out!
#IamCharlie – the cartoons and images after
UP’s UPCAT 2015 Results out “soon” and Ateneo’s ACET 2015 results on Janaury 10
according to the Ateneo De Manila University admissions office they will post the ACET 2015 results at the Blue Eagle Gym at its Loyola Heights campus on Saturday, January 10 at 8 am. they will post the results online at 12 noon the same day.
for University of the Philippines’ UPCAT 2015 results, the website says they will post the results online “soon”, no specific date announced. click here to go to the site: http://upcat.up.edu.ph/results/.
ad visuals that kill interest – gross out potential subscribers
we saw this ad at facebook. it is an ad for an iOS app where all you do is say the foreign words and the app will translate the words into your preferred language for you to understand what they mean.
that is potentially a great idea for an app except that the app is being sold using this visual in the ad.
i don’t know about you but to me nothing in that visual is pleasing or inviting. it is gross, scary and feels very, very painful. i don’t know how many FB users will find that visual appealing or enticing for them to go to the app store to buy the app because of that visual.
one of the principles in good advertising is visuals that work hard. one way to achieve that is have an image that visualizes the benefit.
yes, okay that visual does the latter – the visual is showing the closed zippered mouth is being opened for it to be able to speak. that is what the app is supposed to do – open the mouths of a foreign language so you can understand them. a closed zippered mouth is something we will not be able to understand.
while the zippered mouth being opened is what the app does, the choice of the zipper on the mouth goes beyond the message. the visual delivers another message which we think is more compelling and more powerful – that of pain and being grossed out. we can have a tagline that says “it’s so good you will kill yourself to get it” to communicate strong desirability but having a visual to execute that thought with something like someone blowing your brains out with a gun will not do it.
this ad forgets that there are other considerations other than accurately visualizing the message. a great ad is a combination of many components and each of these components while they should work well together, all should also help the ad sell. one of the components not working for the ad and in this case killing the ad will make the whole ad fail.
this is a WAWAM!
~~~mindscape landmark~~~
carlo arvisu
consumer data is king, consumer insight is the queen
“consumer-driven-data” – that is a principle in marketing that is central in any marketing or advertising plan. it is also often used and referred to in many marketing and advertising plans and yet in reality it is hardly used and even more often very few really know what it is and how to find it. it is in many ways something of one of the most “lip service” done in marketing and advertising (“strategic” is another lip service”).
here is one article we found at the Washington Post on fashion retailer Timberland where consumer data is king and was used to renew and in many ways reinvent the brand to a successful turn-around. while consumer data is king, the consumer insight is queen.
always, it is not enough to have consumer data, what is equally important and to some degree slightly more important is to know how to understand, interpret and translate consumer data into a consumer insight that is used in marketing and advertising plans.
it is in that bridge between consumer data and consumer insight where most marketing and advertising practitioners fail at or are weak at.
How Timberland used customer data to reboot its brand
STRATHAM, N.H. — There are few shoes more recognizable than theTimberland yellow boot. You know the one: The high-top styling, the sturdy-looking nubuck leather, the rubber lug sole to protect feet from sheets of rain or piles of snow.
But the durable boot — and the rest of Timberland’s footwear and apparel line — was having trouble weathering a fast-changing retail climate.
Timberland’s revenue was basically flat from 2006 to 2012. It was losing market share in the Americas, its home turf and most crucial market. And it was barreling forward with a confusing and slapdash patchwork of marketing and product strategies.
Here in the United States, it had become something of a hip-hop brand as rappers name-checked “Timbs” in countless songs. In Asia, it was thought of as a comfort brand; in Italy, it was more fashion-oriented. Still more customers perceived Timberland as gear for the rugged outdoorsman, the kind of guy who hikes in the woods for days with nothing but his backpack and his Eagle Scout skills.
“The brand had become stale in many ways, and the focus wasn’t there,” said Stewart Whitney, Timberland’s president.
In the past year, though, Timberland has staged an impressive turnaround, with salessurging 15 percent in the most recent quarter even as the broader retail industry has posted only modest growth. Its sales have improved in every global market and every product category, delivering a fatter profit margin — about 13 percent in 2014, up from 8 percent in 2011.
Timberland has revamped everything from its product design to marketing to merchandising strategies. And data science provided the fuel and the framework for each of its changes.
The company says that the cornerstone of the comeback has been a two-year customer study in which it collected data from 18,000 people across eight countries. In analyzing the trove of responses, Timberland was able to diagnose its problems and to zero in on its ideal customer — an urban dweller with a casual interest in the outdoors.
“Research wasn’t a driving factor as much in the previous 20 years,” said Jim Davey, vice president of global marketing. “It was kind of a product-driven organization.”
This data-driven approach was implemented after the family-run business was bought in 2011 by VF Corp., an $11 billion apparel company based in Greensboro, N.C., that has undertaken a similar analysis at other brands, including the North Face and Vans.
read the rest here : http://www.washingtonpost.com/news/business/wp/2015/01/02/how-timberland-used-customer-data-to-reboot-its-brand/
what is this queen? how do we define and how do we get this queen that is consumer insight?
1. consumer data is not consumer insight – results from consumer research, be it quantitative or qualitative is NOT yet consumer insight, they are just raw data on consumer information, attitudes or preferences. these are just raw data that needs to put into some kind of a mental machine that will churn own consumer insight. many confuse “consumer data” and “consumer insight” as one and the same as when they certainly are not.
for consumer data to become consumer insight, you need to put a few of them together, connect them into a sensible whole and get them to jump out of a trampoline. consumer insight is something that needs to leap out of something, a composite of many points where eventually what comes out is very different from what came in.
2. your experiences or observations, those of the advertising and marketing executives, from the client or from the ad agency is NOT consumer insight nor is it the penultimate consumer data – okay, fine what you or your client think may be part of consumer data and consumer insight, it is not in no way the whole thing or even the core of what consumer data and consumer insight is. a person or even several people’s points of view, experiences or observations are of course valid but they may not be what most of the consumers think and feel. they may or may not be the prevailing and most dominant among the target market. the real and maybe the painful truth is that we, those of us in marketing and advertising are NOT the target market or target audience. our views and experiences are at best anecdotal and taking them as THE consumer data and consumer insight is like playing russian roulette.
3. once the right consumer insight is discovered, it becomes magic where everything makes sense, it gains power on its own and everything flows – that is how powerful consumer insights are. once you find it, your marketing and advertising plan will flow very smoothly from start to finish. you will see that ideas, concepts and strategies build on each other, on to like a strong pyramid. that is how consumer insights are used – they become the core of what you do,
it is possible to have several consumer insights and several may be used in a marketing and advertising plan but there will be a very clear order of things where the weight of one is the shadow of the rest.
we have been witness to just how powerful a consumer insight is. finding it defines the success of a brand. do not use it as lip service, take it seriously, its discovery will make you.
~~~mindscape landmark~~~
carlo arvisu
where in the world…
1mprayers
2thousand10
alexangelph
antenna1
dandansoy
doorkn0b
gloriavioleta
wawam
xyz123
WAWAM! after hours 
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