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In this lecture we have Felix Munoz with us.

He has 25 years of industry experience usually with senior executive positions

and mainly at Coca Cola, Telephonica, and Movistar.

What is very interesting about him is that whenever he starts to work for

a company he actually changes the way the company works.

So we have some tough questions for him today.

The first one is what are the main rules that dictate a successful

marketing communications campaign?

>> Well marketing communications is not a simple task and

has not simple rules to do.

It's a very long and complex

process in which you have to consider that the marketing work is not an art.

It's an science, and it's not just by doing advertising or the sexy things.

It's just trying to improve your business,

trying to hire people that is doing business, and get results.

So main rules for

marketing communications is basically to understand the human being.

Because at the end of the day, you are working with human being, with persons.

You are working with people.

You are trying to introduce some perceptions in the people.

You have to know how to do that.

You have to understand which are the process that internally in the brain of

people is working when they decide or they behave some things around your business.

So first it's to understand the human being.

Secondly, it's to know perfectly which is the mechanism that a brand

has to have value in the brain of people.

So, you have to know exactly which mechanism is behind our brand because

at the end you are trying to insert a brand perception in the brain of people.

Third, you have to know which are the tools, that you have to use to do that.

Basically, technology today is one of the main things that you have to use.

You have to be totally aware of all the capabilities that you have

in your hands to do that communication with people.

Not just technology, the digital tools today.

You have to be totally updated about the things that you can do with people.

Societies are evolving very fast and

you are in the obligation to do as well in the same sort of velocity.

So just briefly to know persons, people, human beings.

To know brands and the mechanisms that you have to act with them and

to know the tools that you have to use.

Then about the process and about how you do that is a process that starts...

and the basics is just to understand which is the business.

You have to know exactly which is the problem that you have to solve.

Communication by itself is nothing.

Communication is just looking up a problem and trying to look for

a solution for that problem.

So first know the business which is a problem that you have to solve.

Secondly, which is a strategy that is behind your brand.

These are the things you have to tell about the brand

not just in a rational way.

That is very easy.

But on the emotional side, brands are values, are perceptions in the mind of people.

So that strategy has to be very strong and very fixed. Third is the sign,

the brand the sign which is the aspect, the external aspects of

the messages that are the territory that the brand is going to occupy.

Third, you have to do a plan.

Plan means the sequence in which you are going to deliver those messages.

Fourth is the execution part.

It's the way that you are going to contact the people and

customers that you do the site.

And you have to try to use all the contact points, all

the touch points that are all the time in contact in with consumers and customers.

And the final phase of this process is to evaluate,

to have an accurate measure of all the things that you are doing. You learn

if you have a measure of the things that you have at the beginning and

at the end of the process.

And about references, I have a lot.

In 25 years I've met with dozens of brands that I have

handled in the past, but for instance we had a problem with Coca-Coca Zero.

Coca-Cola Zero was a new brand that we launched in the past.

Well at the beginning everybody understood which is the role of this

soft drink in the mind of people, the ads say Coca-Cola without sugar.

The problem is that we tried to explain that but the people didn't believe it.

They say no it's not possible to replicate the taste of Coca-Cola.

Despite we did a lot of campaigns, we launched a lot of tv commercials,

people didn't believe that, and people said no it's not the same and the taste is not equal.

So we tried to focus that problem not by communication, regular or

conventional communication, not by TV commercials, just by doing something or

trying to demonstrate, to illustrate people,

that they are not able to distinguish the taste of both products.

Once you have the idea we try to make this idea liquid.

Liquid means that it's not just an idea that happened on the street.

It's an idea that happened in the media, happened in the magazines,

happened in the social media, happened in Internet and YouTube.

This way we delivered the message in a very credible way to the people.

And when we did that, in three months we passed from

losing sales by 5% every month, to during

one year growing up 50%, 5-0 percent during one year.

So this is a sample, so we have a problem, we have an idea.

We apply creativity to do that and once we execute the idea and

we get results and we have the measure of the objectives.

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