I spent a few days last week in our agency’s office in Mexico City … I just love the people there, they are all incredibly talented and committed to their work. It’s so exhilarating to experience.
My team organized a “media tour” of sorts while I was there, giving me the chance to talk to various print and online publications about my new book, about the agency, and about the evolution of marketing in the US and Mexico. It was great fun talking to journalists from the most important lifestyle and trade magazines in the country. We had so much in common!
They were all sincerely interested in talking about the future trends in marketing, from all around the world. We talked quite a bit about the difference between product and brand marketing, and about how consumers can fully engage with a brand without actually ever actually consuming the product itself. So many brands are publishing so much content now, above and beyond what they actually sell, it’s amazing. Red Bull, Nike, Starbucks and Coca-Cola immediately come to mind with their entertainment properties extending the brands into lifestyle entities. Mexico is a huge market for brand Coca-Cola, so it was a great example to use to compare our markets. It was also eye opening to see that this topic is just as compelling to the Mexican marketing industry as it is in the US.
Here’s my first interview to go live, from Entrepreneur in Mexico … Soy Entrepreneur. It's already the top read article on their site, and I've since found out that they've been translating some of my articles from the US version. Pretty cool.
También me gustaría dar una "hola" de mi nuevo amigo Christian Herrera de la revista Maxwell. Un buen momento charlando acerca de la comercialización y de la moda y las marcas ... con un poco de sesión de fotos también. Espero volver a verlo pronto, sea en Nueva York o la Ciudad de México. (hope my Spanish is ok!)
More to come, I hope, from my amazing trip to our very special little office in Mexico City.
On a side note, Christian asked me if I had any regrets. NONE! Well, except for letting my Spanish go. Took me forever to write that little paragraph above! At one point in my life I was fully fluent, so now I have a goal of getting that back again. Being bi-lingual is something I want to be a part of my brand. Gotta have a goal, gotta have a brand!
What's your experience? Jim.
- President, Cohn & Wolfe NA
- Author, The Experience Effect series
- Professor, NYU
- Contributor, Entrepreneur and Huffington Post
PS - My new book is now available on Amazon.com ... The Personal Experience Effect, big brand theory applied to personal life.