Wednesday, February 29, 2012

The Powers That Be Are Stunned By The Sudden Ascent Of Enrique Pena Nieto

Enrique Pena Nieto represents the Partido Revolutionario in the 2012 Mexican Presidential Elections A governor of the State of Mexico from 2005 t0 2011 first, and now candidate for the presidency. Even though he has political connections, he is a lawyer with a master's in business.

He became familiar with the PRI when he became a member in 1984. He first worked as an instructor in PRI's Electoral Training Center before becoming Coordinator for the party's Parliamentary Group in the LV Legislature. Add to his resume, Chairman of the Political Coordination of the same Legislature.

He is no stranger to politics having been involved with the state government of Mexico from the 90's until 2002. Government Administration Secretary, President of the Directive Council for the Social Security Institute, President of the Internal Council of Health Institute and Vice President of the Government Board for Integral Family Development System, are all positions he held during his time with the state government of Mexico. During this period, he also secured membership to the National Institute of Public Administration and the Administrative Council for Decentralized Public Agencies.

Enrique Pena Nieto has been actively working within the PRI party in various capacities, even as political advisor to PRI National. Becoming a presidential candidate has been culmination of all his years working for the state government of Mexico. His move from state government to presidential candidate has been seamless.

In 2004, he participated in his party's internal nominations for governorship of the state of Mexico. Because of his experience, he was able to win against such candidates as, Guillermo González Martínez, Gustavo Cárdenas Monroy, Jaime Vázquez Castillo, Eduardo Bernal Martínez, Fernando Alberto García Cuevas, Cuauhtémoc García Ortega, Isidro Pastor Medrano, Enrique Jacob Rocha, Héctor Luna de la Vega and Carlos Hank Rhon. The PRI nominated him as their gubernatorial candidate, in February 2005.

Elections for the state of Mexico were held on July 3, 2005. He was a clear winner with 49 percent of the vote. The baton of governorship was passed over to Nieto on September 15, 2005 at the Morelos Theater in Toluca in front of 5,000 people.

The environment, energy reform and sustainable development and the acceleration of educational reform in support of youth empowerment and employment generation were his priorities when he became governor. The fact that he was able to accomplish anything within a party filled with conflict, speaks to his political capability. Positive advances with respect to the state's economy, housing and agriculture sectors were achieved during his term.

He closed the door on his job as governor and opened the door to the presidency. Coincidentally, Senator Manlio Fabio Beltrones who is the only other candidate for the party's 2012 electoral ticket withdrew from the race. Beltrone quits Nieto fits.

Despite the mafia like rise to power, Pena Nieto is expected to be the next president of Mexico. It is no surprise that Pena Nieto has cleverly held his own political polls to discredit his opponents, Andres Manuel Lopez Obrador of the leftist PRD party and Josefina Vazquez Mota of the ruling party PAN. On July 1, 2012, Mexico will hold its Presidential Elections with some 80 million people voting for their new set of officials.

The PRI expects their candidate to win. Enrique Pena Nieto promises to be more democratic than previous dictators. He expects to renew hope among Mexicans and urge them to build a better nation and a country of peace.

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Monday, February 27, 2012

Steve Heyer CEO and the Contextual Marketing of Culture

Given the relentless march of progress and history itself, businessmen have to always be ready to react to new developments. Heyer spoke of such things years past, almost as though he could see the future with inhuman clarity. He delivered a keynote speech bearing this message to a group of 400 media, ad agency and entertainment executives during an “Advertising Age” conference in 2003.

The man occupies a top position in Starwood Hotels & Resorts Worldwide. His words from some years past were eventually continued in subsequent interrogations regarding them. Heyer's stated goal was the marketing of amusement, as opposed to the marketing of lodgings in the hotels.

In this approach, what is being sold is the experience itself. Memorable experiences, in other words, would be the products. Heyer's innovation was in the lens through which he approached the subject.

He also emphasized the need to provide for the new powers of consumers nowadays. Nowadays we see that Heyer was right. And this is most apparent in the computer and digital industries.

Nowadays, various businesses in media are in trouble because of the changes in technology. Just for illustration, when software for musical piracy was introduced, the support from consumers was so overwhelming that the music industry almost immediately saw a setback in profits. Consumers went online in droves when songs started becoming downloadable on sites for free.

The musical industry suffered huge losses, as noted by Heyer in his 2003 speech. The circumstances had changed, Heyer said, and so should the methods of distribution as well as reproduction. Heyer said that even TV was no longer safe, and that new trends might well harm those in the industry.

Essentially, he was saying that the time had come for businesss to market a culture, not a product. The idea behind the marketing for Heyer's hotels company is now that of entertainment that cannot be found elsewhere. Their focus now is not anymore on the beautiful hotels with a total worth of billion dollars but on the opportunities to create memories.

Hence, the company has actually struck up a partnership with the Victoria's Secret brand in an effort to market the experience of being in a Starwood hotel (and watching a Victoria's Secret runway show, in this case). To tempt customers, the shows have been marketed as exclusive events. This is a case of the product being an experience.

The proliferation of brand names in films has also drawn attention from Heyer, who dislikes it. The CEO has spoken of it as a random, ill-advised technique. To him, such random inserts would serve little purpose, either for the film or for the company.

Steve Heyer CEO used to head Coca Cola Ventures. It is from that time that we may take an example of what he means by properly contextualized brand "cameos". Heyer set Coke glasses on the judging table of a famous talent show on television.

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