What the heck are nocebos you are probably wondering and what do they have to do with your health and fitness? They are the evil cousin of placebos. You know that placebos are used quite a bit in testing of drugs and supplements.The test is set up so that one half of a group gets the actual drug and the other half gets a placebo. The placebo is usually some kind of sugar water and it doesn’t have any of the drugs in it. In a double blind study neither the participants nor the researchers know which group gets the drug and which group gets the placebo.The idea of the placebo is that it isn’t the real drug and that it is not harmful in any way. This way the researchers can get an accurate measurement of what effects the drug actually has. An interesting thing happened during testing. Both groups responded to the drug.This shows the power of the mind. If you think you are getting a drug that is going to help you, you respond as though you are getting the drug and that it is helping you, even if you are in the placebo group and only getting sugar water.This effect is called the placebo effect. Many people have taken this placebo effect and used it in a not so positive manner. The nocebo effect as mentioned before is the evil cousin of placebo. It is when someone tries to affect a negative and harmful effect in you by using the power of the mind to control your response.This might make more sense if you think of a witch doctor. There have been many documented cases of where witch doctors have actually killed people just by using the power of suggestion.They do their incantations on someone and that person, because they believe the witch doctor, fall violently and sometimes fatally ill. That is the nocebo effect taken to the extreme.So what does this have to do with you and your health or fitness goals?Plenty. How many times have you said you are going on a diet, or going to start eating healthy or start going to the gym only to be met with a round of laughter and put downs from your friends and family?That is a milder form of the nocebo effect. And it does affect you. Very few people are able to overcome such negative and harmful statements.It has taken a lot of strength for you to admit you need to change your lifestyle to become healthier. It takes even more strength to admit it to others.When that strength is met with derision, scorn and laughter, it is like you have the weight of the world on your shoulders.It is almost too much to overcome. Does that mean you shouldn’t tell anyone? Well, maybe. Or maybe you need to be pickier in who you tell. One of the best things you can do to help you in your health and fitness goals is to find others that are trying to reach the same goals. You can go to a gym or you can go for walks in the park. You will see and meet others doing the same thing you are doing.Surround yourself with other like minded people and you will be able to easily overcome the nocebos in your life. One place where you won’t meet any nocebos is at Val’s health and fitness site. Check it out – see below.
Digital Marketing to Promote Businesses to Greater Heights of Success
Conventional or off-line marketing has existed since the beginning of history. But, these days, if a business is to achieve success then, there is just no better alternative to on-line marketing. To put it in short, on-line or digital marketing is all about promoting a business across the virtual domain of the Internet. Some of the core strategies for this line of marketing include web designing, email marketing, social media promotion, search engine optimisation, content marketing including videos and others. This modern marketing concept is potential enough to make or break major international brands and small-scale startup businesses, along with everything that range in between.Overlapping domains of conventional and digital marketingAny marketing approach through digital media channels is digital or on-line marketing. The domain of digital media is fast expanding. Presently, social media channels, websites, TV, radio, mobile handsets and even non digital media like billboards and transit displays are considered as digital marketing components. In other words, at present, conventional marketing include aspects like P2P (person to person) marketing, elements of direct marketing that on-line marketing does not cover and print advertising. Actually, the domains of off-line and on-line marketing are fast overlapping each other. Elements of traditional marketing like on-line directories, URL landing pages, web banner advertising, QR codes and others have a strong connection with on-line marketing.Reasons to assign greater importance to digital mediaIt is not just marketers and business owners who are driving the shift to digital media. Even consumers are contributing to this phase change. The majority of digital media channels, including various social media platforms and websites, can be more easily tracked. Whereas, print media and other traditional marketing approaches are hardly easy in that aspect.In contrast to traditional advertising, its on-line counterpart is much cost-effective. Unlike running conventional advertising, one does not need to invest a fortune in running on-line advertising campaigns. The modern advertising approach is equally ideal for small, medium and large-scale businesses, as well as for startup brands.These days, consumers do not flip through yellow-pages or directories anymore, to find any business to avail its products or services. They Google the required information, either using their hand-held mobiles, laptops or desktops. Thus, businesses hardly have any better alternative other than depending on on-line marketing using the platform of digital media.Dependable web solutions companiesIn this vastly changed landscape, businesses need to hire reliable web solutions-providers. Actually, modern marketing efforts for businesses revolve around building smart and business-friendly websites. A corporate website should ideally represent both the business and the brand. It is also important to ensure that it is easily navigable and user-friendly. Last but never the least, businesses need to invest on optimising their websites, so that the sites rank higher in SERP (Search Engine Result Page).There are many freelancers, providing web design, development and SEO services at reasonable rates. It is better to pay a higher price and hire a professional brand that provides comprehensive web solutions than working with freelancers. There are many brands that provide a wide and impressive range of services including web design, search engine optimisation (SEO), content marketing, PPC advertising, social media marketing and many more. Hiring such companies will give better mileage in course of time.
Dany Bahar – The Story Of A Brand Guru
Brand awareness is the buzz phrase of the 21st century’s marketing philosophy. A few decades ago we didn’t talk brand we talked ‘make’. What ‘make’ is your new television… what ‘make’ is your new car… we’d eagerly ask – in an era where brand recognition was not such a fundamental part of our lives as it is today.
But brand – a word which, funnily enough, is derived from the Old Norse ‘brandr’, meaning ‘to burn’, is defined today as a name, term, design, symbol or any other feature that identifies one seller’s good or service as distinct from those of other sellers’, according to the American Marketing Association. In actual fact the legal term for brand is trademark.
Conversely, in the auto industry, brands were originally called ‘marques’, a word which is still used in reference to motor vehicles. Creating a brand and then making people aware of it to the point that they immediately identify its logo, advertising jingle or such like because of associations in the memory, is what every brand guru sets out to achieve from day one.
Brand gurus are a special breed of people: they have generally created and then grown a ‘make’ until it has become a household name and is respected – even coveted – in the market. Real brand gurus are few and far between – there are probably over 100,000 brand managers for just one ‘guru’ in today’s market and their specialist knowledge, their determination to rise above all others is not the result of training, it’s the product of instinct.
One such man with this special instinct is Dany Bahar, Group Lotus’s CEO, whose career this writer has followed for some years. Regarded by some in the industry as an enigma, Bahar is nonetheless one of the finest brand gurus around today. Why has he been called ‘an enigma’? It’s probably because he has, through much of his recent career, managed to keep his background and private life quiet while at the same time, promoting some of the world’s most recognisable brands.
But these brands were born out of his enthusiasm and nurtured until they became phenomenal global successes. Already a seasoned marketing professional in the field of sports marketing before he was headhunted for Red Bull by Dietrich Mateschitz in 2005, Bahar has nonetheless become known as the man who took Red Bull by the horns and made it a global brand. One of his first moves on joining the company was to negotiate a deal for Red Bull Racing to use Ferrari engines.
During the two years he spent with Red Bull, he had built up such an enviable reputation for – and a global awareness of – the brand, that it remains today hugely successful.
He moved from Red Bull to Ferrari in 2007 where, as Senior VP for the Commercial and Brand Department, he set up a new division within the company, which managed and developed the Ferrari brand around the world. He headed sales and service on the production side as well as marketing, licensing and merchandising for the F1 team. Bahar shaped and tweaked in his inimitable way and the name Ferrari today trips off the tongues of enthusiasts the world over who, if they can’t afford the real thing, have at least some item in their home or wardrobe branded with the famous prancing horse logo.
And now he is at Group Lotus where he is working to a five year plan designed to rejuvenate the company and put the Lotus image, brand and reputation as a world-class sports car and engineering outfit back where it belongs – on a winning streak.
I once asked Bahar to explain his philosophy on branding. “I believe that the brand should influence the people working for it, not the other way around,” he told me. “I also don’t take the traditional approach to brand awareness. With Lotus we don’t do traditional advertising with the exception of one or two special markets. Instead, we focus on brand experience activities – our motorsport engagement is the perfect example of this,” he explained.
And then almost as a throw-away comment, he added: “People should feel our brand and want to become part of it.”
There, in a nutshell, ‘become part of it’ epitomises this guru’s brand philosophy. He has helped to build dreams for people – the carefree and fun image of Red Bull which he created, the aspirations of consumers to want to own a prancing horse, and now the desire to re-ignite enthusiasm for the famous Lotus roar.
Already he’s on track with his plans for the whole brand – just a year into the five year plan, he’s been able to achieve results so far, despite the challenges which faced him when he took over as CEO at Group Lotus just 21 months ago. And just so people get the message that Bahar the brand guru means business, the company’s motorsport side announced in July that it had formed Lotus Sport USA.
In fact, Bahar’s keeping the Lotus brand well in the forefront of motoring circles at the moment for there has been serious talk this week that it will unveil a new LMP2 racer at next month’s Frankfurt Motor Show with the aim of competing at Le Mans next year, starting with ALMS, the American Le Mans.
On top of this, Group Lotus has also just confirmed it will be entering the Lotus Evora GTE in a full North American and International schedule for 2012, with a testing programme starting later this year.
There’s a certain ring around things at the moment Chez Group Lotus – there’s a positiveness at Hethel which, to a seasoned motorsports’ writer like me, tells me that Bahar, the brand guru, is definitely in business – and it’s been a good news week for him as he ploughs through his five year plan, 21 months down and just 39 to go till that final goal is achieved!