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Business & Mgmt

Published on February 17, 2009

Author: chemitamol



NEUE aporta Valor Social y Humano a las Marcas - p.e. NEUE Inditex, NEUE La Caixa, etc.

La NEUE Publicidad con Conciencia Social/Humana - Sus mensajes aportan SOLUCIONES para un Mundo Mejor >

José María Martínez aka 'Mr XEM'
Creative for a Better World

Mobile: +34 686 98 06 83
Skype: chemitamol
My eBook NEUE:

by Mr XEM - José Mª Martínez | 686 98 06 83 | http://

NEUE / 2009 / 01 / NEUEvertising / THE ETHICAL, RESPONSIBLE AND SUSTAINABLE MARKETING REVOLUTION Consumer movements and groups, often via online networks such as 'Do the green thing ‘ ( ), 'Changents ‘ ( ) and 'Dotherightthing ‘ ( ), are on the rise. Consumer power and activism is increasingly forcing brands to listen and change - as has been the case with KFC and PETA and Unilever/Dove and Greenpeace . A new model / What is certain is that the marketing industry itself is moving to the forefront of this change and a new advertising model is emerging. This model needs to be relevant, fact-led, socially beneficial, educational, fair and built to last. Its key elements must be collaborative, active, transparent and committed. The big challenge / To adapt, develop and drive the NEUEvertising phenomenon, advertisers must question their existing models and develop new roles, practices, relationships and norms. The solution to the challenge lies in innovation, new relationships and alternative forms of communication, perhaps even a new set of terminology and language. But above all, the solutions will come from the area that is advertisers' core currency and greatest skill – new ideas . As Al Gore says; 'We are at the early stages of the biggest business movement in the history of the world and advertising is playing a larger role than any other time in history. Messaging has to be part of the solution. You need to find ways to use the skills you have in abundance to communicate the solutions .' /

NEUE / 2009 / 02 / NEUEbrands / BRANDS SOCIALLY COMMITTED NEUEbrands is a simple experiment of brand idea released to the world. A brand with a meaning and universal property. A possibility of tool that convert each act of consumption in a vote toward a sustainable and more fair society: You imagine a global symbol that certified to the brands committed with its social milieu , its clients, its workers and the environment? A symbol vouched for by consumers of the entire world, non-governmental organizations, non-profit institutions, creative, representative social agents, and businesses committed in creating a better world for all? This it is the concept of the Foundation NEUEbrands : a certification that provide to the brands an attribute of social commitment, and to the consumers, a guarantee that are collaborating in a cause that do of the world a better place for all. The foundation would be dedicated to the international certification of businesses socially committed, would promote and would sponsor events and coherent conferences with its philosophy, and would participate in concrete social actions of local and global ambit. Everywhere, the businesses invest thousands of millions in building its brands through the communication and the advertising, with the associated objective of creating emotions to a product and to be differentiated of the competence. These resources are each time more connected with the emotionality as factor of connection with its target group. Therefore, NEUEbrands would provide implacable values in exchange for commitments in attitude, and in resources for social works on the part of the brands. The concept NEUEbrands proposes a simple symbiosis between enterprise and society, so that both benefit in a collaboration of enrichment through the solidarity. / /

NEUE / 2009 / 03 / Project 10 100 / AYÚDANOS A AYUDAR / MAY THOSE WHO HELP THE MOST WIN Project 10 100 ( ) is a call for ideas to change the world by helping as many people as possible. Google is committed to making the best ones happen. Why this project? Never in history have so many people had so much information, so many tools at their disposal, so many ways of making good ideas come to life. Yet at the same time, so many people, of all walks of life, could use so much help, in both little ways and big. In the midst of this, new studies are reinforcing the simple wisdom that beyond a certain very basic level of material wealth, the only thing that increases individual happiness over time is helping other people. In other words, helping helps everybody, helper and helped alike. The question is: what would help? And help most? At Google , they don't believe they have the answers, but they do believe the answers are out there. Maybe in a lab, or a company, or a university -- but maybe not. Maybe the answer that helps somebody is in your head, in something you've observed, some notion that you've been fiddling with, some small connection you've noticed, some old thing you have seen with new eyes. Google can be the NEUEbrand ideal for its range of environmental initiatives in its bid for carbon neutrality. The company provides employee rebates for buying hybrid cars and it runs the largest commuter shuttle programme in the US. 1.6-megawatt solar panels in the parking lot fuel its headquarters. / / Restaurants invited their customers to donate a minimum of $1 or more, for the tap water they would normally get for free. For every dollar raised, a child will have clean drinking water for 40 days.

NEUE / 2009 / 04 / We Are What We Do / HOW CAN YOUR BRAND CHANGE THE WORLD? We Are What We Do is a new kind of Brand Movement inspiring people/consumers to change the world one small action at a time, to do small actions to make big change. It’s a list of simple, everyday actions customers can do to help change the world (and have fun while they're doing it). The philosophy is simple: small actions x lots of people = Big Change . Enjoy Fairtrade-Eco-Humane-friendly labels / It could be doing something for the environment like avoiding plastic bags, recycle waste paper or plant a tree; or something for the people, like hug someone, give blood or learn to save a life. The search is on for innovation, creativity and a sustained commitment to corporate responsibility » Talent » Our future prosperity depends on our ability to grow our talents and put them to work. Climate change » Climate change is the key environmental issue for business in the 21st century. Do the Green thing , Do the Right thing ;-) / / Restaurants invited their customers to donate a minimum of $1 or more, for the tap water they would normally get for free. For every dollar raised, a child will have clean drinking water for 40 days.

NEUE / 2009 / 05 / We Are What We Do / HOW CAN YOUR BRAND CHANGE THE WORLD? NEUEvertising : La NEUE Publicidad con Conciencia Social/Humana | Sus mensajes aportan SOLUCIONES para un Mundo Mejor > Empresas concienciadas : Las marcas están empezando a capitalizar esta Nueva Tendencia, esta “Vibración” de “Cambio de Actitud” que se siente en nuestro Ser esencial más interior y profundo. Mensajes conscientes que van al fondo, a nuestra conciencia que hay en el fondo… ¿Oportunismo o Cambio real de conciencia? La “empresa concienciada” NO es la responsabilidad social corporativa : es un mero lavado de cara humanitario para maquillar beneficios conseguidos con medios mucho menos humanitarios. Las marcas socialmente comprometidas son una mezcla de Richard Branson y la Madre Teresa: utilizan todos los mecanismos del mercado para mejorar la sociedad y utilizan el capital para ponerlo al servicio de la empresa y la empresa al servicio de todos , y no al revés. El sueldo se cobra en satisfacción personal y el dinero es sólo un medio para ser útil a los demás . Una empresa puede y debe servir para mucho más que para ganar dinero. / / Learn to Unlearn. The 6 Lessons of your NEUE Life >

NEUE / 2009 / 06 / The NEUE Movement / ESTRATEGIA DE ACTUACIÓN PARA EL CAMBIO SOCIAL TOOLS: 1) The NEUE Movement Manual PDF. 2) An 30+min Digital Slide Presentation , which can be translated into any language (we will do our best to cover the top 5 initially). This presentation can be utilized by anyone who wants to present the ideas of this new direction to their area. The presentation will be supported by the NEUE Movement Manual. 3) Promotional Flyers / Trailers / Viral / Social Networks / Merchandising / Sponsoring Other THE IDEA: Event Management (NEUE Congress - speeches - meetings): The best idea is to find a space, get a projector, and present the Digital Presentation to our audience. Networking International connections – Celebrities – VIPs – Guru speakers – Cool hunters - Trendsetters – Strategic Alliances win-win – Professional Talent Business Development Brand Licensing - Co-Branding - Brandchising - Merchandising - CRM Development - Brand Merger | Marketing Campaign Creation - Campaign Management - Guerilla Marketing - SEO & SEM - Product Marketing - Online Marketing - Mobi Marketing | Event Sponsorship Partnership - Press Relations – Congress Organization - Event Design - In-Store Events - Product Launches - Event Production - Branding (cars, booths, stages, etc) - Destination Management - Location Selection - Booth Design & Production THE GOAL: To trigger an unprecedented global awareness of a new possibility for humanity. / Restaurants invited their customers to donate a minimum of $1 or more, for the tap water they would normally get for free. For every dollar raised, a child will have clean drinking water for 40 days. Alfonso Giménez / Antonio Núñez / Documentales SURPLUS > ZEITGEIST > / Jorge Martínez / René Lönngren (Vueling) / Joan Jiménez /

NEUE / 2009 / 07 / NEUE Team / IT'S NOT WHAT WE HAVE DONE, IT'S WHAT WE WILL DO El Propósito de NEUE también Es el Propósito de MI VIDA > Ante todo somos seres llenos de Emoción , de pasión e ilusión por emprender nuevos Proyectos motivantes. Un Equipo cómplice que con la energía del Amor recuperan su vitalidad de tal manera que son capaces de comerse el mundo. Mr XEM Desde niño desarrolló la facultad innata de dibujar y actuar. Tiene la necesidad vital de Expresarse. Podía haberse dedicado a las Bellas Artes, Cine, TV, Teatro, Música, Literatura, Arquitectura… Lo que está claro es que necesita feed-back, un receptor, un público, una audiencia que reaccione, que lo adore o se ensañe con él y sus obras. Todo menos pasar desapercibido. Abraza lo Nuevo y busca desesperadamente la Diferencia. Algo que convierta cualquier cosa en Única y Mágica. Disfruta y se divierte siendo protagonista de su propia Historia, transmitiendo sus Ideas con elocuencia y entusiasmo, viviendo Experiencias intensas que le arranquen sus carcajadas contagiosas. En todo lo que hace, ha de Creer en lo que hace, y Disfrutar con lo que hace. La Emoción al hacerlo es la prueba para alcanzar ese “ESTADO DE FLUJO” que le hace sentir una enorme satisfacción personal desde el principio al fin del Proyecto. El buen feeling hace el resto. / / Restaurants invited their customers to donate a minimum of $1 or more, for the tap water they would normally get for free. For every dollar raised, a child will have clean drinking water for 40 days.

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