Posted by Elena del Valle on February 14, 2014
Photos: Wiley, Patrick Newbery, Kevin Farnham
In today's business environment, it is necessary to support a brand through the product or service offerings across the entire lifeline of the customer relationship rather than only on the day he or she make a purchase. So say Patrick Newbery and Kevin Farnham who believe customers businesses should develop an “...understanding of how to look at opportunities, issues, strategies and tactics.” Achieving that, they argue, requires business managers and designers to collaborate and shift the way they approach their products.
“Apple’s reinvention of itself changed the world in many ways. The design of the end products and services is brilliant. But it wasn’t just how they were designed—it’s what Apple chose to design, and why, that mattered,” said Farnham, chief executive officer of Method. “Apple created value by redefining the experiences people could have with products they already wanted to use.”
Kevin Farnham, co-author, Experience Design
In Experience Design: A Framework for Integrating Brand, Experience and Value (Wiley, $32), a 232-page softcover book published in 2013, they explain their thinking. The book is divided into three sections, Context, Frameworks and Tools, and Moving Forward; and ten chapters: Thinking about Design, Thinking about Business, Thinking about Change, Thinking about Experience Design, Brand Frameworks and Tools, Product/Service Framework and Tools, Customer Journey Framework, Putting It Together, Getting Business to Act on Experience Design, and Working with Vendors.
Patrick Newbery, co-author, Experience Design
“Value drives relevance which drives engagement, which is the best way to drive revenue,” said Newbery, Method’s chief strategy officer. “The age of image as brand is closing. Trying to fix the experience at the 11th hour through brilliant design alone cannot create value that doesn’t exist.”
The authors highlight that only 25 percent of new product innovations ever reach commercial launch, and only 45 percent of those meet profit goals, resulting in an 11 percent success rate.
They're of the opinion that experience design provides business a reason to invite design to the table earlier than is common while making it possible for executives to understand how design can help solve problems that expand past look and feel. They suggest a company and its products benefit when they invite design contributors to the conversation early on in the development process.
The authors intended audience is primarily business folks who engage design or who manage key aspects of the customer experience and need to understand how to use design more effectively to meet business goals. Their secondary audience is "design professionals who are multi-disciplinary and looking to develop their skills and understanding about how to help clients understand how to plan for and evaluate design."
Farnham is responsible for company strategy, global recruiting, and business development at his company. In the last twenty years, according to his bio, he has worked directly with business leaders from companies Apple, BBC, Microsoft, MoMA, Nike, Google, and TED Conferences. Newbery, a resident of Berkeley, relies on his experience with strategy, brand, innovation, and design to develop the tools and frameworks that his company uses to shape client engagements.
Click to buy Experience Design
Posted by Elena del Valle on February 20, 2007
Hispanic Marketing & Public Relations book cover
Choice magazine recently announced the Hispanic Marketing & Public Relations Understanding and Targeting America’s Largest Minority book (Poyeen Publishing, $49.95) was one of only 2 percent of eligible titles to be selected 2006 Outstanding Academic Title. This makes Hispanic Marketing & Public Relations the first Hispanic marketing title ever selected for the exclusive list. Information on the book, including author biographies and a table of contents, is available at HispanicMPR.com.
The Hispanic Marketing & Public relations book was one of more than 25,000 titles considered for inclusion by Choice editors in 2006. Choice reviews about 7,000 titles a year. From those, the editorial staff select the best titles for a once a year list of outstanding works. In 2006, Choice magazine selected 640 outstanding works for their excellence in scholarship and presentation, the significance of their contribution to the field, and their value as important, and often the first treatment of their subject. According to Choice, Outstanding Academic Titles are the “best of the best.”
“The book covers all the areas the course deals with, from advertising to public relations. I don’t think there are any other books encompassing the full scope of Hispanic marketing,” said Mario Beguiristain, Ph.D., professor, St. Thomas University.
The 2006 list of Outstanding Academic Titles was announced in January 2007. Choice is a publication of the Association of College and Research Libraries, a division of the American Library Association.
Hispanic Marketing & Public Relations is written for professionals and students who want to learn or improve their tactics targeting U.S. Hispanics. The book provides 435 pages of information, 93 tables and figures, case studies, market data and opinions based on the experiences of nineteen U.S. Hispanic market experts, and benefits the Hispanic Marketing & Communication Association, HMCA.
“My colleagues in this book have shed their ‘many lights’ into the challenge of fully understanding the Hispanic Market,” said Santiago, president of the California based Santiago Solutions Group. “In soft handed ways through their data and case studies these authors leave up to individual companies to figure out what to do and how to develop their own corporate Hispanic business strategies to achieve greater success.”
Seventeen practitioners and two university academics, contributed fifteen chapters to Hispanic Marketing & Public Relations. The authors discuss the U.S. Hispanic market, acculturation issues, Hispanic online usage, reaching Hispanics in-language, demographic projections, perceptions, qualitative and quantitative research considerations, public relations, special events, Hispanic media, electronic publicity and media training.
Improve your knowledge of the U.S. Hispanic market with
Hispanic Marketing and Public Relations Understanding and Targeting America’s Largest Minority book
Click here to see a table of contents and to buy your copy today!
Posted by Elena del Valle on November 27, 2006
David Henry, president, TeleNoticias
A podcast interview with David Henry, president, founder, TeleNoticias is available in the Podcast Section of Hispanic Marketing & Public Relations, HispanicMPR.com. During the podcast, he discusses electronic publicity and broadcast public relations and his chapter of the same title in the Hispanic Market & Public Relations book with Elena del Valle, host of the HispanicMPR.com podcast.
David has 15 years of experience providing broadcast strategy and counsel to a diverse client base. He touts an understanding of and experience with electronic media. David, who received a Bachelor of Science degree in journalism from the University of Maryland, has experience counseling Fortune 500 clients, public relations agencies, associations and nonprofit organizations. He has executed broadcast strategies for new product launches, existing brand communications, issues management, crisis communications and special events.
David began his career at Creamer Dickson Basford, a New York public relations agency. He then held positions at broadcast public relations companies Medialink, Orbis Broadcast Group and On The Scene Productions. His past clients include Goya Food Inc., Johnson & Johnson, Visa, Levi Strauss & Co., Pfizer, Inc., Post Cereals, Mattel, Inc., McNeil Consumer Products, Sears, Philips Electronics, GlaxoSmithKline, Proctor & Gamble, Nabisco, Weight Watchers, Ortho-McNeil Pharmaceuticals and the American College of Physicians.
A member of the Public Relations Society of America (PRSA) for more than 15 years, David has earned the designation Accredited in Public Relations (APR). He was the 2003 chair of the PRSA National membership committee and 2003 chair of the PRSA Health Academy, one of the largest groups in PRSA. He has also served as a judge for the PRSA Silver Anvil Awards and for the New York chapter’s Big Apple Awards for the past 13 years. He is a frequent guest lecturer at New York University and has spoken a various public relations conferences.
To listen to the interview, scroll down until you see the “Podcast” on the right hand side, then select “HMPR David Henry” hit the play button or download it to your iPod or MP3 player to listen on the go, in your car or at home. To download it, click on the arrow of the recording you wish to copy and save to disk. The podcast will remain listed in the November 2006 section of the podcast.
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Click here to sponsor a HispanicMPR.com podcast
“Electronic Publicity and Broadcast Public Relations” audio recording
David Henry presenter
To purchase a downloadable or CD audio recording with a presentation on Electronic Publicity and Broadcast Public Relations by David Henry visit the HispanicMPR.com Resources Section
Posted by Elena del Valle on September 25, 2006
Click here to sponsor a HispanicMPR.com podcast
Roger Selbert, Ph.D., principal, The Growth Strategies Group
A podcast interview with Roger Selbert, Ph.D., a principal of The Growth Strategies Group, is available in the Podcast Section of Hispanic Marketing & Public Relations, HispanicMPR.com. During the podcast, Roger discusses his chapter in the Hispanic Marketing & Public Relations book with Elena del Valle, host of the HispanicMPR.com podcast.
Roger, touted as one of the best-known and most respected trend experts in the United States, is a contributing author of the chapter entitled “Hispanic Projections” in the Hispanic Marketing & Public Relations book. He is editor and publisher of Growth Strategies and a senior fellow at the La Jolla Institute. He indicates that as a business futurist, his 20-year track record of economic, social and demographic foresight is unequalled.
To listen to the interview, scroll down until you see “Podcast” on the right hand side, then select “HMPR Roger Selbert, Ph.D.,” hit the play button or download it to your iPod or MP3 player to listen on the go, in your car or at home. To download it, click on the arrow of the recording you wish to copy and save to disk. The podcast will remain listed in the September 2006 section of the podcast archive.
Click the button to hear the podcast:
Click here to sponsor a HispanicMPR.com podcast
“Hispanic Projections” audio recording
Presenter Roger Selbert, Ph.D.
To purchase a downloadable or CD audio recording with a presentation by Roger Selbert, Ph.D. on “Hispanic Projections” visit the HispanicMPR.com Resources Section
Posted by Elena del Valle on June 26, 2006
Federico Subervi, Ph.D., professor, School of Journalism and Mass Communication, Texas State University-San Marcos
A podcast interview with Federico Subervi, Ph.D., professor, School of Journalism and Mass Communication, Texas State University-San Marcos and director Latinos and Media Project, is available in the Podcast Section of Hispanic Marketing & Public Relations, HispanicMPR.com. During the podcast, he discusses Latino media issues with Elena del Valle, host of the HispanicMPR.com podcast.
Subervi, who lives in Austin, Texas, is co-author of the “Latino Media: A Cultural Connection” chapter of the Hispanic Marketing & Public Relations book. He directs the Latinos and Media Project, an emerging non-profit organization dedicated to the gathering and dissemination of research and resources pertaining to Latinos and the media.
In addition to his academic work, Subervi serves on editorial boards, and has been an advisor or consultant to various public and private entities such as Nickelodeon, Scholastic Entertainment, The Corporation for Public Broadcasting, Fox Family Worldwide, the National Research Council & Ford Foundation Fellowship Program, the National Latino Children’s Institute, and Mothers Against Drunk Driving.
To listen to the interview, scroll down until you see the “Podcast” on the right hand side, then select “HMPR Federico Subervi,” hit the play button or download it to your iPod or MP3 player to listen on the go, in your car or at home. To download it, click on the arrow of the recording you wish to copy and save to disk. The podcast will remain listed in the June 2006 section of the podcast.
Click the button to hear the podcast:
Click here to sponsor a HispanicMPR.com podcast
Posted by Elena del Valle on June 14, 2006
Cynthia Nelson, contributing co-author, Hispanic Marketing & Public Relations book
Photo: Cynthia Nelson
Cynthia Nelson, contributing co-author of the “Marketing to Hispanics Online” chapter in the Hispanic Marketing & Public Relations book, will be a speaker at the upcoming 2006 7th Annual Hispanic Boom conference at the Wilshire Grand in Los Angeles.
On Thursday, June 15 she will discuss “Branded Entertainment: Looking beyond the 30 Seconds Spot to Cultivate Relationships with the Target Market (Case Study)” from 11:30 a.m. to 12. That same day, from 3 p.m. to 4:30 p.m., she will discuss “How to Get the Most from Branded Entertainment Tie-Ins Breakthrough Strategies.” She will be available to sign copies of Hispanic Marketing & Public Relations during the conference.
Cynthia is chief operations officer of Spanish language media company TodoBebé™, Inc. In her current position, she is responsible for operations and business development of TodoBebé™, Inc., a leading integrated media company (television, radio, online, events) dedicated to providing information around babies and pregnancy for Spanish speakers worldwide.
Posted by Elena del Valle on May 5, 2006
Dora O. Tovar, MPA, contributing author, Hispanic Marketing & Public Relations
Photo: Tovar Public Relations
Dora O. Tovar, MPA, contributing author of the Hispanic Marketing & Public Relations book, will be at the 4th Annual Edward James Olmos Houston Latino Book and Family Festival May 6-7, 2006. She will be at the Nuestra Palabra Booth during the Festival, which will take place from noon to 6 p.m. at Houston Community College Central.
Dora, president of Tovar Public Relations, has more than 17 years experience providing strategic counsel to nonprofit, governmental and corporate clients in the areas of Hispanic marketing, crisis and litigation communications and public affairs. Dora wrote the “Hispanic Public Relations and Its Emergence as an Industry” chapter in the Hispanic Marketing & Public Relations book.
Posted by Elena del Valle on May 4, 2006
A book review on the Hispanic Marketing & Public Relations book was published in the BizBooks section HispanicTrends.com. To read it, visit HispanicTrends.com
Posted by Elena del Valle on April 6, 2006
Diana Rios, Ph.D., associate professor Department of Communication Sciences and Puerto Rican/Latino Studies Institute (PRLS), University of Connecticut
Federico Subervi, Ph.D., professor School of Journalism and Mass Communication, Texas State University-San Marcos and director Latinos and Media Project
Photos: Diana Rios, Ph.D. and Federico Subervi, Ph.D.
Diana Rios, Ph.D., and Federico Subervi, Ph.D., contributing co-authors of chapter 2 of the Hispanic Marketing & Public Relations book, will speak at day long symposium, “Latino Strategies: Media and the Public Good,” on Friday, April 7, 2006 from 9 a.m. to 5 p.m. at the Dodd Center, Konover Auditorium at the University of Connecticut, Storrs. The event is open to the public and admission is free.
Other invited speakers include Ron Taylor, Ph.D., vice provost, Office of Multicultural and International Affairs of the University, Gil Cardenas, Ph.D., and Jaime Gomez, Ph.D. Issues to be addressed include: “Demographics & Latino USA,” “Freedom of Speech During Ideological Wars,” “Who is covering us: Puerto Ricans in Orlando, Florida,” “Drafting a Blueprint for a far-reaching Latino Communication Research Agenda,” “Responsibility of Latino TV Producers in Mainstream Media,” “Working towards a new Latino Imagination,” “The Future of News and Broadcast Education,” and “A New Latino Media Coalition.”
This symposium, organized by professor Rios and sponsored by the Institute of Puerto Rican and Latino Studies, is designed for experts in mass communication, journalism, research and Latino and Chicano studies. It will include information on Latino-centered efforts in media research, policies impacting Latino communities, documentary production, and mass communication and journalism training in broadcast, web, and print media. More information on the symposium is available at Web.Uconn.Edu
Diana Rios is Associate Professor in the Department of Communication Sciences and the Puerto Rican/Latino Studies Institute (PRLS) at the University of Connecticut. Her research and teaching include minorities, women and media, media effects, and cross-cultural communication. She earned her Ph.D. at the University of Texas at Austin.
Dr. Federico Subervi is a professor at the School of Journalism and Mass Communication, Texas State University-San Marcos. Since the early 1980s, he has been conducting research, publishing and teaching on a broad range of issues related to the mass media and ethnic minorities, especially Latinos in the United States. His research also includes assessments of the images of Black in Brazilian television advertisements, and the media system of Puerto Rico, his place of origin.
Posted by Elena del Valle on April 1, 2006
Denice R. Hinden, president, Managance Consulting
Photo: Denice R. Hinden
Hispanic Marketing & Public Relations: Understanding and Targeting America’s Largest Minority. 2005. Elena del Valle, editor. Poyeen Publishing, Boca Raton, Florida. Reviewed by Denice R. Hinden, president, Managance Consulting
Hispanic Marketing & Public Relations is a thoughtful and insightful reference tool for anyone contemplating a targeted marketing campaign, or anyone working in a field where results depends on effective communication with people of Hispanic or Latino origin (the terms are used interchangeably throughout the book), and especially people for whom Spanish is their dominant language. The book is a compilation of chapters written by 19 professionals, across the United States representing a broad range of experiences and perspectives. The authors include two university professors, five researchers, several business owners (whose services target marketers, communicators and Hispanics) and five communicators.
The book quickly dispels any notion that all people of Hispanic origin are “the same” or that communicating with the Hispanic market is just a matter of “speaking Spanish.” The Hispanic market is segmented, primary by country of origin and the distinct culture and Spanish dialect of each country. Further, the book makes a strong case for the value of investing in careful research, planning and translation services as an essential part of any organization’s communication planning and brand awareness efforts. Integrated throughout the book are brief examples that illustrate key points, along with a variety of charts and graphs of data and trends in the Hispanic market. By the end of the book the reader understands that effectively reaching the Hispanic market is both a science and an art and there is still much more to learn about this dynamic and growing market.
The book is organized around 15 different topics that you get a sense are just skimming the surface of the complexities and opportunities for understanding and effectively reaching people of Hispanic origin in the United States. Some of the many topics covered include: the culture of the Latino market, the difference between acculturation and assimilation, trends in specific market segments including baby products, the wireless market, the car market, the banking market and the urban youth market and the tools of effective marketing including qualitative and quantitative research, effective translations, the Latino print and broadcast media, the entertainment factor and specific communication strategies. Integrated throughout the book are helpful (and funny) lessons about challenges and opportunities of working in Spanish and English. For example, when a well known airline wanted to advertise it’s new leather first class seats in the Mexican market it translated its campaign literally. “Fly in leather” or “vuela en cuero” is “Fly naked” in Spanish.
Other valuable elements of the book include a detailed table of contents and index, a brief introduction to each chapter and a summary at the end of each chapter emphasizing key points. Another feature of the book is its companion website HispanicMPR.com. The website is a unique forum for the exchange of information and ideas on Hispanic marketing and public relations. The site is updated regularly and resources include books, media, events, people, press, entertainment and podcasts from movers and shakers in the communications industry. Together, the contributing authors to Hispanic Marketing & Public Relations have decades of experience on the front lines of the country’s communication industry. Their wisdom and experiences are a valuable resource for anyone entering or working in the Hispanic marketing and public relations industry.