Madrid April 14th 2016 Naming and Positioning: A Sastre, M Ganani D Pena
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Transcript of Madrid April 14th 2016 Naming and Positioning: A Sastre, M Ganani D Pena
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Naming & Positioning
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18h30 Introduction18h35 Groups President feedback18h45 1st Batch Hotseat (4) + feedback19h15 Mentors Talk 1- David Pena
2- Alvaro Sastre Salso3- Matan Ganani
20h30 2nd Batch Hotseat (5) + feedback21h00 Q&A & wrap up
Agenda
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18h30 Introduction18h35 Groups President feedback18h45 1st Batch Hotseat (4) + feedback19h15 Mentors Talk 1- David Pena
2- Alvaro Sastre Salso3- Matan Ganani
20h30 2nd Batch Hotseat (5) + feedback21h00 Q&A & wrap up
Agenda
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8/18/2019 Madrid April 14th 2016 Naming and Positioning: A Sastre, M Ganani D Pena
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18h30 Introduction18h35 Groups President feedback18h45 1st Batch Hotseat (4) + feedback19h15 Mentors Talk 1- David Pena
2- Alvaro Sastre Salso3- Matan Ganani
20h30 2nd Batch Hotseat (5) + feedback21h00 Q&A & wrap up
Agenda
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HOTSEATS: Explain your project & Unit Economics that makes the projects viable
Rob DeSousa
Thomas Hubauer
xan pedrosa
Xi Xu
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18h30 Introduction18h35 Groups President feedback18h45 1st Batch Hotseat (4) + feedback19h15 Mentors Talk 1- David Pena
2- Alvaro Sastre Salso3- Matan Ganani
20h30 2nd Batch Hotseat (5) + feedback21h00 Q&A & wrap up
Agenda
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“Naming & Positioning”
David Pena del RioCEO & People I Trust / Banco de Santander
Expert in Project Financing / Advisor for
entrepreneurs
The Founder Institute
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“Naming & Positioning”
Alvaro Sastre SalsoCEO Talentous
Expert in Business transformation
Various talks in Media and blogs
The Founder Institute
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Marca e identidad
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¿es necesario buscar un buen nombre?quizás no sea lo más importante,
siempre será mejor generaruna buena experiencia de marca
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1. Descubre las Marcas
I’m loving it
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Las Marcas son parte de nuestra historiaS. XIX y XX:
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Algunas historias:
“El nombre de la compañía debía empezar por A, puesto que los buscadores de
Internet recogían los resultados de las búsquedas por orden alfabético. Amazon
fue el nombre que más les gustó: “Se trata del río más ancho del mundo, pero no
solo es eso, sino que además es diez veces más ancho que su inmediato
competidor”. El 9 de febrero de 1995, el nombre Amazon.com quedó registrado
en una corporación de Delaware, y se convirtió en la primera marca que seregistró con la coletilla “.com”.”
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Algunas historias:
“Ruth Handlers, viendo jugar a su hija Bárbara con muñecas recortables de
papel, descubre que sería una buena idea fabricar una muñeca de plástico,
de unos treinta centímetros de altura, que representase a una mujer entre
los 16 y los 20 años, a la que las niñas pudieran vestir, peinar y transformar. Así nace la famosa Barbie en 1959 y su denominación procede del nombre
de su hija.”
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Algunas historias:
“Coca-Cola: En 1886, John Styth Perberton de Atlanta EE.UU elaboró una
bebida no alcohólica a partir de hojas de coca y de extracto de nuez de cola, que
comenzó a gozar de gran popularidad por su agradable sabor y por sus virtudes
euforizantes.”
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Algunas historias:
“Este buscador, ideado por dos estudiantes de Stanford en 1995, recibe el
nombre del término con que el matemático Eduard Kasner definió el número 10
elevado a 100. Un uno seguido de cien ceros, un Googol. Sin embargo, debido aun error al registrar dicho nombre, al final quedó registrado como “Google”.”
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Algunas historias:
“En 1975, Amancio Ortega crea la primera de las tiendas de Zara en La Coruña.
Su objetivo es hacer prendas de rabiosa actualidad al alcance del público: en
definitiva, democratizar la moda, en aquella época sólo accesible a unos pocos.
Curiosamente Zara no era el nombre que había pensado para su imperio, sino
Zorba. Pero en el Registro de Patentes y Marcas este nombre ya estaba
registrado. Delante del funcionario y después de varios minutos jugando con
sílabas, el nombre que acabó surgiendo fue Zara.”
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¿Cuál será la historia de tu Marca?
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¿Cuál será la historia de tu Marca?
Otras historias no tan conocidas …
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Otras historias:
“Los señores Peña y Palma podían haberse dedicado a cualquier otro negocio
menos al de la seguridad. O haber invertido sus apellidos, o haber utilizado
iniciales pero, honestamente, un extintor que se lleve impreso “palma peña” no
inspira confianza, precisamente.”
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Otras historias:
“¿Contratarías a una Empresa constructora que se denomina CAE?.”
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Otras historias:
“Famoso centro comercial de Viena en el que, no lo dudes, te timarán
más que en el Gran Bazar de Estambul.”
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Es importante que te encuentres a gusto conlos nombres y marcas que has creado.
¿Para qué elementos crees que tendrás queutilizar tu marca y tu naming?
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Nombre comercial:
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Eslogan:
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Productos y servicios:
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Espacios:
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Eventos:
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Aplicaciones:
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Publicaciones:
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La web:
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2. Diseña tu Marca
Just do it
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“Branding no consiste en que te comprenmás que a la competencia.
Consiste en que sientan que tu eres la única
solución a sus problemas.”
Rob Frankel, Experto en Marketing
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Comenzamos por la Estrategia¿Conocemos cuál es nuestra propuesta de valor y el público objetivo?
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“¿Sabes qué mensajes quieres lanzar?
A través de los mensajes construimos nuestra
propia historia, por la que seremosreconocidos, con la que
conectarán o no nuestros clientes”
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“El naming hace referencia a las técnicas parala creación del nombre de la marca. Naming
es nombrar, poner nombre a una marca.”
Joan Costa "las empresas y las marcas no existen sin nombre. Pueden
prescindir de logotipos o cambiarlos cuando convenga.
Pero no el nombre"
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“Convierte a tus Clientes en Fans”
https://www.youtube.com/watch?v=KfprZg2OEe4
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ESTRATEGIA | PROPUESTA VALOR | MARCA(EXPERIENCIA) | IDENTIDAD (LOGO+CLAIM)
| LOOK&FEEL (WEB)
“El naming hace referencia a las técnicas para
la creación del nombre de la marca. Naminges nombrar, poner nombre a una marca.”
Joan Costa "las empresas y las marcas no existen sin nombre. Pueden
prescindir de logotipos o cambiarlos cuando convenga.Pero no el nombre"
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Algunos factores contemplados en elNaming
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Algunas pistas para buscar el nombre de tuMarca
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LOGO Y ESLOGAN
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LOGO Y ESLOGAN
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LOGO Y ESLOGAN
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PROCESO CREATIVO – 4 PASOS
1. Punto de partida.
• Quién somos?• Quién es nuestro público objetivo?
• Valores de la marca.
• Analizar la competencia.
2. Creación.
• Brainstorming.• Equipo interno y externo.
• Long-list.
3. Optimización y selección.
• Short-list.
• Adaptaciones lingüísticas / Restyling de marcas.• Scoring de Marcas
4. Desarrollo.
• Experiencia de marca, logo, icono, slogan, packing, web, etc.
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PROCESO CREATIVO – PASO 2
ShareUTalentMySharedtalent
Need2Talent
Ask4talent
Trust4Talent
Talent2Trust
MultiplyTalentTalent2Square
TalentCarreer
TalentSeal
MarkofTalentTalentMarkup
MarkmyTalent
MyTalentScore
BehindTheTalent
BecomeTalented
TalentIndexTalentBehindMe
talentous
MytalentUp
TalentsUpMybestalent
mytalentapart
Inspiretalents
Bitalent
Talentbytalent
TalentattitudebymyTalent
Talentbidi
Talentous
(*) Nuestro proceso creativo duró 3 semanas previo a elegir el nombre.
(**) Talentous = Talent + tous (todos en francés). Pronunciable y entendible
en cualquier idioma.
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HERRAMIENTAS MUY ÚTILES
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HERRAMIENTAS MUY ÚTILES
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HERRAMIENTAS MUY ÚTILES
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3. Experiencia Talentous
Nuestro viaje
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LA MARCA TALENTOUS
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LA MARCA TALENTOUS
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LA MARCA TALENTOUS
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LA MARCA TALENTOUS
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LA MARCA TALENTOUS
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LA MARCA TALENTOUS
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LA MARCA TALENTOUS
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LA MARCA TALENTOUS
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LA MARCA TALENTOUS
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LA MARCA TALENTOUS
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LA MARCA TALENTOUS
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LA MARCA TALENTOUS
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LA MARCA TALENTOUS
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SÍNTESIS
YCONCEPTOCREATIVO
Queremos posicionarnos en la mente del consumidor como un hábito profesionalsaludable. Algo que integras en tu vida y te hace jugar con ventaja.
1º pilar. Con el que mejoras día a día.
2º pilar. Que te va a ayudar a ser quien siempre quisiste ser.
3º pilar: Gracias a una exclusiva red de mentores.
4º pilar: “Que se empeñan en que sigas adelante. Te empujan para que consigastus metas”
5º y 6º pilar: “Bajo un modelo novedoso y cool, exclusivo y premium”
Y buscamos un modelo que nos permita dotar de estos valores a la marca, redefiniendo
el concepto de mentor.
Un mentor que busca fortalecer a los Newborn y poner en forma a los Reborns.
LA MARCA TALENTOUS
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MENTOR.
VERBATING YOPORTUNIDAD
El concepto de “Mentor” es profundamente novedoso, en la medida de poco
conocido,Sin embargo, el verbating “Mentor” es tremendamente viejo. Alejado de losNewborns. No queremos decir que sea contraproducente, sino que tenemos laoportunidad de acercarlo más.
Por otro lado, dada la experiencia de los Reborn, su lógica vanidad, la verbalización de“Mentor” a su edad podría generar un freno.
Mentor es alguien al que sigues. El usuario es pasivo. Está por debajo. Es jerárquico.
Debemos rejuvenecer el término contextualizándolo. Traducirlo a nuestra época.Asociarlo con otro modelo ya conocido que genera elementos útiles para la marca .
Hi! I’m yourmentor!
LA MARCA TALENTOUS
LA MARCA TALENTOUS
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LA MARCA TALENTOUS
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LA MARCA TALENTOUS
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LA MARCA TALENTOUS
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LA MARCA TALENTOUS
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NAM
ING+CLAIM
Comunicación: el concepto de “Talento” cumple una importante función dentro delconcepto de marca. Gestionando bien cómo lo presentamos es una buena manerade mostrar lo que mejoramos. El Talento se entrena. Nos habla de empleabilidad.Es útil para Newborns y para Reborns.
Cuando lo unimos al claim funciona en la dirección que nos interesa:
TALENTOUS. PROFESSIONAL TRAINERS.
LA MARCA TALENTOUS
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¿QUÉ
DEBETRANSMITIR ELLOGOTIPO?
Vamos a traducir la figura del “Professional Trainer” a un símbolo que connote:
Un tono de club Premium. Exclusivo.
La idea de excelencia y de experiencia.
Que apoye el concepto de “acompanamiento”, de “companero”, de sabioentrenador.
Que nos ayude, desde un punto de vista motivacional, a lanzar la idea de “libertad”,“ascenso”, “progreso”.
Que sea susceptible de ser gamificado, que tenga un matiz de “condecoración”,medalla, sello de calidad. Algo que distingue a los que juegan con ventaja y anuestros mentores.
Que aporte un enfoque a objetivos.
Necesitamos algo que pertenezca al susbconsciente colectivo. Un “consejero” quesea serio, elegante, sabio. Que aporte libertad, ascenso, visión global. Que esté alláarriba y que, al mismo tiempo, pueda estar siempre a tu lado.
LA MARCA TALENTOUS
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Por eso nuestrosímbolo será una
lechuza.
Y éste nuestro logo.
LA MARCA TALENTOUS
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LA MARCA TALENTOUS
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¿QUÉ NOSAPORTALALECHUZA?
Como elemento simbólico:
Sabiduría. Consejo. Acompanamiento.
Como elemento físico:
Visión global: 360º, visión nocturna (en los momentos “oscuros”, Reborn)
Como tono:
Es Premium, exclusiva. Es libre, vuela, asciende, ensena a volar.
Es rapaz, persigue un objetivo y lo cumple. Es eficaz. “Caza” lo que se propone.
LA MARCA TALENTOUS
LA MARCA TALENTOUS
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¿POR QUÉ
NUESTROLOGO ESASÍ Y NODE OTRAMANERA?
Gamificación.
Estamos acostumbrados a ver condecoraciones con alas.En este caso es un elemento que nos viene especialmente bien. Si el enemigo es lafrustración, si lo que buscan nuestros clientes es ascender, las alas generan esametáfora.
LA MARCA TALENTOUS
LA MARCA TALENTOUS
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¿POR QUÉ
NUESTROLOGO ESASÍ Y NODE OTRAMANERA?
Mentores y orgullo de pertenencia.
Esta idea de condecoración también es útil de cara a Mentores. Somos un distintivo quemuestran para elevar la percepción que se tiene de ellos.De la misma forma. Como elementos simbólico, creemos que funciona muy bien de caraa identificar a miembros de Talentous.
LA MARCA TALENTOUS
LA MARCA TALENTOUS
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¿POR QUÉ
NUESTROLOGO ESASÍ Y NODE OTRAMANERA?
Experiencia de producto: webinars.
Necesitamos unificar y “brandear” las webbinars, mejorar el packaging de nuestroproducto.
LA MARCA TALENTOUS
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OTRAS
APLICACIONES DELLOGO
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TERRITORIO SEMÁNTICO
LA MARCA TALENTOUS
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TONO YPERSONALIDAD
Talentous es alguien empoderado. Seguro de sí mismo y de lo que hace.Habla de forma energizante y retadora. Mueve a la acción. Es un motivadorcanero que te exige que saques lo mejor de ti:
“Entrena para ser el mejor con los mejores”
“Merécete tu futuro”
“No trabajes más. Trabaja mejor”
“Súmate al T-Club y compite con ventaja”
“Entrena con los mejores: una selección de Professional Trainers compuesta por altos directivos de multinacionales referentes de tu sector”
“Fortalece tu salud profesional con nuestras T- Sessions”
LA MARCA TALENTOUS
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LA MARCA TALENTOUS
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TONO YPERSONALIDAD
Para Talentous hay dos tipos de personas. Los que están en Talentous y loscompetidores fáciles de batir para la gente que está en Talentous.
LA MARCA TALENTOUS
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TERRITORIO ESTÉTICO
LA MARCA TALENTOUS
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TERRITORIOESTÉTICO
Más allá del logotipo y de todas sus ejecuciones, necesitamos dotarnos de unterritorio estético para la marca. Un ecosistema que nos haga identificables ytraslade nuestros valores.
Centrado en comunicar los grandes mensajes de marca, a ser la puerta de entrada,a trasladar emociones y acceder a la memoria.
¿Cómo deben ser las imágenes de la marca?
Deben trasladar nuestro mensaje y simbología.
Ser Premium y aspiracional.
Ser “fiable” y al mismo tiempo “ser diferente”.
Deben atacar a la frustración del target. Presentarse como una salida.
¿Cuál debe ser la la emoción?
La libertad. Frente a la frustración. Frente a las ataduras. De nuevo nosencontramos con esa idea de levantar el vuelo.
LA MARCA TALENTOUS
LA MARCA TALENTOUS
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TERRITORIOESTÉTICO
¿Quién debe ser el protagonista de las imágenes de la marca?
Los Professional Trainers.
¿En qué medida es un reclamo el Professional Trainer?
No son aspiracionales por los guapos que son. No nos interesa su imagen. Sino sunombre, su cargo, su experiencia y sus ideas. No nos hace falta mostrar sus caras
(como punta de lanza de nuestra comunicación. Sí en “las tripas” de nuestracomunicación: perfiles, etc.)
Resumen:
Debemos centrar nuestras imágenes en mostrar al Professional Trainer, sintener que usar su cara, con un tono serio pero diferente. Trasladando con ungolpe de vista la sensación de libertad.
LA MARCA TALENTOUS
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LA MARCA TALENTOUS
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TERRITORIOESTÉTICO
En nuestras fotos siempre usaremos lechuzas. A las que nombraremos con losnombres reales de nuestros Professional Trainers. “Juan Cruz. CEO de Google enEspana.”
Podremos integrar citas como ideas fuerza: “Haz despegar tu marca personal” Juan Cruz CIO de Google.
Preferiremos aquellas fotos con amplitud, Con espacio. Con libertad.
LA MARCA TALENTOUS
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Muchas gracias
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g
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“Naming & Positioning”
Matan GananiFounder & CEO Never Empty
Mentor & Startup Advisor @ IE
The Founder Institute
Agenda
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18h30 Introduction18h35 Groups President feedback18h45 1st Batch Hotseat (4) + feedback
19h15 Mentors Talk 1- David Pena2- Alvaro Sastre Salso3- Matan Ganani
20h30 2nd Batch Hotseat (5) + feedback21h00 Q&A & wrap up
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HOTSEATS: Explain your project & Unit Economics that makes the projects viable
Jose Luis Alavedra Saavedra
Maysoun Douas Maadi
Oscar Garcia-Caro
Ricardo De Vicente
Agenda
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18h30 Introduction18h35 Groups President feedback18h45 1st Batch Hotseat (4) + feedback
19h15 Mentors Talk 1- David Pena2- Alvaro Sastre Salso3- Matan Ganani
20h30 2nd Batch Hotseat (5) + feedback21h00 Q&A & wrap up