Welcome 2011

feliz año a todos, happy new year for everyone

Vodpod videos no longer available.

Welcome 2011, posted with vodpod

Ostpacket : Nostalgia Marketing

Lograr que productos del pasado se vendan en el presente y posiblemente en el futuro, es como la labor de resucitar a los muertos para que nunca nos abandonen, una dulce y rentable ilusión que ademas de perpetuar una cultura permite que sus simbologías no se asuman como invalidas o incorrectas, sino como maneras de vivir diferentes y momentos importantes de la historia.

Superar el pasado implica en un ejercicio de voluntad y comprensión muy fuerte y elaborado de los hechos que suceden en nuestra vida y del momento actual que vivimos. pocas veces nos detenemos a entender nuestra propia vida y generalmente actuamos instintiva y circunstancialmente. Sin embargo y de repente aparecen ante nosotros imágenes como esta, que nos revuelcan la existencia.

Un westpacket se referia a aquellos envíos que realizaban familiares y amigos desde Alemania occidental con ropa, regalos y cariño a sus vecinos del este. Ostpacket es ahora una tienda ubicada en Berlín en la cual los antiguos habitantes de la Alemania del Este pueden encontrar todos aquellos productos y memorabilia de una cultura que, tras la unión de las dos alemanias se ha ido diluyendo lentamente. Al recorrer la tienda uno puede ver claramente la estética socialista en los productos, libros, autores, objetos del hogar, música, ropa etc. y evocar otro tiempo y otros lugares. Todo respira un tiempo pasado y una manera de pensar que aunque quienes alli vivieran lo primero que hicieron fué huir de ello, hoy lo añoran y lo compran a precios desorbitados.

El concepto es interesante y poderoso apela a aquellos objetos, imágenes, olores, sonidos y sabores que detonan la emotividad de un grupo específico de personas y que se materializan en objetos concretos que han hecho parte de la niñez o del pasado del grupo objetivo en especifico y que representan vivencias auténticas. Esta misma fórmula opera con el retro y los revivals pero de manera diluida y claramente artificial.

Ospacket ha logrado transmitir un sensación de autenticidad, reproduciendo perfectamente los productos y ubicando objetos vintage dentro de la tienda.

La diferencia principal entre Ostpacket y formulas similares como los colmados latinos, mercados orientales o tiendas de productos extranjeros, radica en el hecho de que esa cultura se extingue, pero sobreviven personas que la experimentaron y que la añoran. Estos productos posibilitan un viaje en el tiempo y recuperar aquello que a los Alemanes orientales se les escapa de las manos; su anterior estilo de vida, su paisaje urbano y su vida cotidiana que aún perciben como auténtica y que hoy por hoy es totalmente diferente.

Lograr que productos del pasado se vendan en el presente y posiblemente en el futuro, es como la labor de resucitar a los muertos para que nunca nos abandonen, una dulce y rentable ilusión que ademas de perpetuar una cultura permite que sus simbologías no se asuman como invalidas o incorrectas, sino como maneras de vivir diferentes y momentos importantes de la historia.

El valor potente está en la emotividad, el recuerdo y el impulso afectivo;  a pesar de que se trata de productos de bajisima calidad, detonan nuestro afán por capturar el pasado, el tiempo perdido y todo aquello que no volverá jamás. cada país y cada comunidad tienen su cacaolat, su chocolatina jet, su maltin polar, miguelitos o en este caso su paquete del este.

Funciona es como un túnel del tiempo que trae al presente, a través de la compra, memorias, recuerdos y sobre todo objetos que detonan las emociones y un pasado que si no fue mejor hoy claramente ya no existe. El ícono del automóvil de Europa oriental con la  caja a cuestas atravesando la frontera hacia un nuevo futuro hoy recorre permanentemente las calles de Berlín como si nunca fuera a desaparecer.

Un confort, un placebo y finalmente una ¨realidad virtual¨ que  está en la añoranza de quienes vivieron esa transición y que al resto nos parece un exotismo mas de Berlín.

The Music Biz : Burgers vs Gourmet food

Consumption in the music biz has created massive fast food for hungry fans, Bands that look good on stage and in the pictures and repeat beats for a year or two. We are still open for solid projects able to hold themselves creatively and in a couple of years when world music is not interesting to anybody can come along with fresh gourmet food for starving audiences.

Almost one year of planning, negotiation, confirmations, revisions and last-minute changes were necessary to complete the participation or retroVisor (a Colombia world music band) in Wassermusik 2010.
Wassermusik is a festival created in 2008 by the Haus der Kulturen der Welt in Berlin that features music, film, lectures and other artistic expressions around the topic of water. It can be related to the oceans, rivers or life surrounding water landmarks of the planet. The HKW is  a place for international contemporary arts and a forum for current developments and discourse. We have perceived it as an ideal location where contemporary culture can be seen but also be experienced, and music bands may have a place to spread their word and creativity.
Our link with HKW started one year ago at the MMVV a live music market held on Vic, a small town near Barcelona where we use to attend to keep up to date in the local  music business.  There we meet Detlef, who with a very sharp idea about the type of projects he wanted in his festival program talk o us in a friendly and open way, just the way we like it and it looked like the kind of project Algo Bueno loves to be involved with.
By then, our music projects were going slow since the local music circuit seemed to be reduced to a few music halls around Barcelona, that payed very little, based on entrance sales, not very motivating creatively, economically or ¨communicationally¨ speaking.  No interesting musical projects or bands showed in the horizon, all bands and singers were looking, sounding and performing like something we had  seen before a thousand times.
Music had become a little bit of a world of templates were stylish formulas blind the creative minds in search of success. We still wanted to give music a try, but the local music market was not helping.
So again we looked into our friends. retroVisor is a musical project that started exploring dialogs between the colombian traditional music and electronic sounds in a way that seemed very committed to environmental and social issues around he world. One of my best friends from the arts school was involved creating the visuals for the band and exploring a new career in music, so it was the time to be there and lend a hand. In 2008 we signed our first contract with the band to help them promote their work in Spain and Europe, with the purpose to experience the way live and digital music revolution would change the world of communications and culture.
Last year, during a show in Amsterdam , we discovered that the band had signed another contract with a manager in Switzerland. It was surprising since we had not been notified by anyone, but as we were talking friends business here, we had no problem sharing projects and  supporting the band our research of the music biz was intact and growing. It seems none needs anybody in this business since digital distribution have made things easy for the bands to be connected to venues, audiences and fans. Artists can auto edit, manage their shows, sell their music, get live show contracts and get involved in other projects to promote themselves anywhere in the world.
But, is there enough  time and mind to create, be excellent, sell, negotiate, blog, reach the fans, make the biz, and still be committed to ideas or some substance?
We have now discovered why all bands look the same, sound the same and forget their commitments and identity, there is simply no time to do everything or team that can handle it. Either creativity, identity or promotion may fail when a small group of people have to multitask this way. Bands adopt ¨templates¨ to be able to get along with the amount of work they hold in their backs, for being authors, artists, managers, bloggers, look pretty and try to convince the world they are original and innovative. Few of what we have seen during the last 3 years have an essence and a creative proposal that may last long or hold strong with the demands of fans and media.

Few events and festivals care about what the band has to say. Many don´t even have side events like workshops, lectures or artists talks to let the fans get deeper into their artists worlds. The stage seems to be enough. The crisis around musical editions, CDs and DVDs leave just the band´s blog (when updated)  or MySpace profile with a few information about the band´s vision of the world and    the development of their image.
We are still open to projects able to hold themselves creatively and in a couple of years when world music is not interesting to anybody can come along with fresh gourmet food for starving audiences that attend solid festivals like Wassermusik in Berlin.
Consumption in the music biz has created massive fast food for hungry fans. Bands that look good on stage and in the pictures and repeat beats for a year or two. Like Burgers we are loving it, because it widens the space for corporate sponsorship and fast projects to reach huge audiences. But like burgers, we are also hating it because it diminishes the quality of pop music and pop culture around the planet.

artist talk at wassermusik 2010

The SECOT Project has been completed

After a year and a half of meetings, brainstorming, delays, lacks of contents, changes and all sorts of exciting situations our collaboration with Secot has produced a useful and informative site in both Spanish and Catalan languages.

After a year and a half of meetings, brainstorming, delays, lacks of contents, changes and all sorts of exciting situations our collaboration with Secot has produced a useful and informative site in both Spanish and Catalan languages.

This site is aimed to will serve as a tool for information, fundraising, recruiting and social presence for this organisation in Catalonia. The commited collaboration of Toni Calatayud ex-CEO for Walter Thompson Spain and Ramon Prats, made possible a bridge between an organisation with more than 200 members and our creative team at Algo Bueno Studio to materialize their needs and requests.

Secot is a non profit organisation with headquarters at the Barcelona Chamber of Commerce that offer support to entrepreneurs, small companies and government. their team counts with most of the CEO´s and VP of multinational companies and big national corporations that have recently retired and wish to stay active in business givng back to community, after years of company service. So this guys know a lot and have a lot to say together.

During this year we have learnt slow cook taste better and even when sometimes fast times are on top of us, well done things are more rewarding than fast-food-like projects. This organisation has taken the time to discuss, test, rethink and evaluate all processes in a way that only a really experienced executives can possibly think today.

Thanks for showing us the taste of a well cooked project in fast food times.

http://www.secotbcn.cat

Nuevas Oportunidades: estrategias y eventos para pequeñas empresas y emprendedores

Algo Bueno abre puertas de comunicacion y marketing para que emprendedores y pequeños comercios aprovechen las herramientas web 2.0 a bajo coste.

Desde mayo de este año, hemos venido colaborando con Barcelona Activa y otras entidades que apoyan el desarrollo de iniciativas empresariales, autoempleo y emprendeduría. Ofreciendo información, capsulas de formacion y asesoramiento a personas que desean comenzar o consolidar una idea de negocio.

El Banco de Talento Creativo de Algo Bueno ha ideado la manera para que algunas herramientas de marketing usadas en grandes campañas con presupuestos millonarios operen de manera eficiente, a bajo coste y de forma creativa para pequeñeas empresas y emprendededores. trabajando en equipo con pequeños comercios y profesionales el BTC asesora y produce estrategias y materiales y soportes para activar la comunicacion coroprativa en todos sus ambitos de pequeñas empresas.

un par de ejemplos pueden verse en el siguiente link

Plan Comunicación,web 2.0, estrategias y eventos para pequeñas empresas y emprendedores.

A peek into the Future: Countries becoming Brands and Companies becoming Nations

What type of Nation do you think Apple, Microsoft, Unilever or Sony Corporation would be?

¿What type of Nation do you think Apple, Microsoft, Unilever or Sony Corporation would be?

That is a question that first came to my mind back in 2004, when I visited the Redmond WA area close to Seattle, where Microsoft Corporation owns its headquarters and long extensions of land. There, hundreds of mini-mansions for MS Executives decorate a Swedish-wanna-be-landscape. Was that a Microsoft country? maybe not, but that is how it felt while talking to people, driving the highway and exploring the suburbs. A particular kind of identity, lifestyle and behavioral agreements, very close to the Microsoft corporate image.

Maybe it is corporate identity that goes beyond the company, into people lives.

As it all sounds like science fiction, we should examine some realities. I guess it all started in 1955 with Main Street USA in Disneyland (The Happiest Place on Earth) where a typical American village was fully reproduced under the company parameters of Disney imagery. Then came Epcot Center, a vision of the existing world (third world excluded) from the Disney point of view, that featured the most touristic and iconic landmarks from an American perspective.

Main Street USA
Main Street USA

Back in the 70´s, the world was politically divided in Communism and Capitalism basically. After the coldwar and during the late 80´s the Perestroika, the Fall of the Berlin Wall and the political and economic changes in communist countries created an ideological change globally. People started changing their political beliefs and their affiliations changed to more private ones.

During the 90´, companies developed strong efforts towards positioning their

values transmitted via branding
values transmitted via branding
brands becoming economically and symbolically powerful; generating values, lifestyles, followers, collectors of memorabilia, urban tribes and radical beliefs in a global scale. Notions of culture, nation, country and culture mutate and people start believing in branded values, media promoted lifestyles and marketing designed ideologies.

Local, national and regional governments joined forces with the tourism industry to promote specific destinations, immigration, foreign investment and position economic value for countries and cities. That way, places like New York, Mexico, Barcelona and Berlin created whole new brands from their name, supported by local and global investors. Let´s think of Sex and the City, Barcelona Olympic Games, The fall of the Berlin Wall, or the FIFA World Cup as tools for touristic promotion and region branding transmitting values and beliefs, music, visual patterns, food and celebrations that make people come together and identify themselves with these parameters as their ways of expression.

Strong Marketing campaigns about certain regions, countries and cities at the same time that sold destinations, encouraged regionalism, nationalism and local pride. The impact of branding in this sense is double sided, and creates apart from consumption, social transformations followed by strong feelings about the branded place. Something close to the impact of corporate values among company sex_and_the_city_movie-6049employees and consumers.

So, where does the notion of national culture and product branding cross paths? a possible answer may be found if we ask people where do they belong? Do you feel Spanish, American or Mac user? What defines me the most? My place of residence or my habits? All these questions currently float inside a lot of people´s minds.

The Power of Mutinational Companies to provide services, products and messages to fill people needs has taken them to a position, where their speech may be stronger than politics, culture and the participation of civil society. Most of them have the power to influence law, politics, culture, governance and development in any country to the point of becoming providers of basic services covering people´s fundamental rights like water, electricity, food, health, communications, housing, education, retirement and security.

So, when only companies can provide people with most of the things half of the countries in the world can´t provide, ¿What is left of the notion of Nation? ¿What is the role of nations and governments in the new world order? pho_bg_vans¿What is left of civil rights when they enter the marketplace?

So here is my question again

¿What type of Nation do you think Apple, Microsoft, Unilever or Sony Corporation would be?