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The example I have chosen about gamification is Coca-Cola’s Shake It game launched on Hong- Kong on 2012. We have seen throughout the years how the brand always accomplishes to turn simple acts of drinking carbonized sugar water into an epic meaning and calling experience through happiness.

The reason I have picked this campaign, is because it i…[Leer más]

Challenges and opportunities in the management of intangibles

During the debate, we talked about the revolution of intangibles and its effect in the corporate field. We could understand from this, that intangibles were irrelevant for companies, in terms of the risk they assumed, but nowadays they mean everything, which really caught my…[Leer más]

Anteriormente, el marketing 360 incluía un mix de todos los elementos del marketing para llegar a una campaña eficiente que llegara al cliente. Hoy en día esto ha cambiado y esta rueda 360 se ha reducido a 6 grados ya que nos hemos dado cuenta de que muchos elementos de la rueda 360 no influían en el consumidor y se podían cambiar a un numero redu…[Leer más]

From reading this chapter I got to the personal conclusion that impersonal or anonymous communication through the digital ecosystem has degraded interpersonal interaction and human capacities, even though it’s true that in the present we can have contact with more people at a time and from any place, our relationships have become meaningless f…[Leer más]