Airbnb change name for China

21 marzo , 2017

Il naming e la comprensione della cultura locale è particolarmente importante per il successo di una azienda o di un prodotto.
Airbnb per conquistare il mercato cinese ha deciso di raddoppiare gli investimenti e di cambiare il nome in Aibiying, che significa “accogliere gli altri con amore”.

Per saperne di più 

Se volete approfondire comunicazione e pubblicità in Cina vi consiglio il libro “L’ideogramma al neon” di Barbara Pietrasanta (Per acquistare il libro)

 

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Lessons From the Italian Referendum

1 marzo , 2017

Lessons From the Italian Referendum, my first article for C&E Europe

Former British Prime Minister David Cameron and Italy’s former Prime Minister Matteo Renzi made the same mistake: they personalized the respective referendum campaigns they presided over, and as a result they lost.

It’s worth noting that Cameron and Renzi had the same advisor: Jim Messina, President Obama’s 2012 campaign manager.

A core lesson from both campaigns: electoral campaigns and referendum campaigns are not the same. When running a referendum there are three rules to follow: 1) Referendum campaigns are about issues, not individuals 2) They are won when you can appeal to everyday issues, and 3) Get to the point and simplify.

The Italian referendum was about complex constitutional reform, but it became a referendum on Renzi…

Read the complete article

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Re-boot globalization?

16 febbraio , 2017

Mr Zuckerberg’s gave today an interview to BBC that comes alongside the publication of a 5,500-word letter he has written about the future of Facebook and the global economy.

Zuckerberg thinks that “A lot of today’s biggest opportunities will come from bringing people together – whether that is spreading prosperity or freedom, or accelerating science, or promoting peace and understanding.” At the same time he argues that there is a need for a new globalization that works for everyone because “A lot of challenges we face today are also entirely global – fighting climate change or ending terrorism, or ending pandemics, or when a civil war in one country leads to a refugee crisis across different continents.These are inherently global things and require a different level of infrastructure than we’ve had historically”.

We don’t know if he will become a political candidate in the future, but he doesn’t need it to be instantly an important political actor in the public arena.

New Samsung S7 Worldwide Unveiling

Frum e il rischio per le democrazie

1 febbraio , 2017

Viviamo in un’era di crisi delle democrazie. Un secolo fa l’esito furono le dittature che lasciarono gran parte dell’Europa in macerie. Questa volta potrebbe essere un passaggio più soft a forme autoritarie che, apparentemente, mantengono un assetto democratico, ma che di fatto segnano la fine di molte libertà. Vi consiglio la lettura, fatelo spogliandovi per qualche minuto delle vostre simpatie e appartenenze politiche.
No society, not even one as rich and fortunate as the United States has been, is guaranteed a successful future. When early Americans wrote things like “Eternal vigilance is the price of liberty,” they did not do so to provide bromides for future bumper stickers.

Leggi l’articolo di David Frum su Atlantic

 

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