Nylon Agency

30/10/2018

A nossa equipa não podia quebrar a tradição... depois de sujar metade da agência e termos de comer sopa de abóbora nos próximos 7 dias.. aqui ficam os nossos desejos de uma noite de Halloween cheia de doces e muita inspiração 🎃

27/09/2018

Be consumer-centric, for REAL!

The brand pyramid, the brand key, the brand ladder, and all these brand systems were all created in the 50s and 60s. They are what most brands use today but they don't work today.

The Coca-Cola Company cannot say "open happiness" on every touchpoint as a brand pyramid tells them to do because they communicate several times a week, not only 2 times a year as in the 50s and 60s.

There has to be a flexible brand system that allows for conversation instead of broadcasting a message.

That is what Point Of View (POV) Purpose | Ownership | Vision™ is.

Sales = filling a need or want = a persons goal = Dopamine

Market Share = Customers saying "I like this brand more" = one of 5 emotions can do that = Serotonin

Profit = "I will pay more because besides Dove being a soap, it is also stoping magazines from manipulating how women look. = I will pay more for a Mercedes because it is also a status symbol = Added social value = Oxytocin

Sales, Market Share, Profit: The only 3 things your business should focus on.

The greatest results come from adding functional, emotional & social value to people's lives. Love is when Dopamine, Serotonin & Oxytocin are present. It is a win-win.

Better marketing, better society!
www.nylongroup.com

02/09/2018

A man ALL business people should know:

EDWARD BERNAYS
Nephew of Sigmund Freud
Great Uncle of Netflix co-founder Marc Randolph

Responsible for Coolridge's & Hoover's presidency.
The rise of banana consumption.
The rise of P&G and GE.
The fall of the Guatemala government. ..

I could go on and on but Edward Bernays was the first person to ever use psychology in marketing , starting in the 1920s. Without a single campaign failure.

Marshall McLuhan in the 1950s is responsible for the start of the "golden age" in marketing. He proved that the message and creative work didn't matter.

People would trust a cereal sold on TV more than one sold on the radio. "The medium is the message." It is when "reach, recall & TOM" became the most important measures for the first time. If you had more reach than your competitor you were guaranteed to have more sales, ALWAYS!

Until later in the 1990s when the internet ruined those results due to easy reach.

Also in 1990s, Antonio Damasio created the biggest advancement in the Understanding of Decision Making ever seen!

Why, 25 years later, are brands still using a broken process?

I think brands today confuse emotion with the emotional benefit (how it makes them feel) and social benefit (how people who use the brand are seen by others).

While most brands are loooking for a point of difference, what they really need is a Point Of View people can get behind and follow.

Create a POV™
www.nylongroup.com

30/08/2018

"Trust is our most important value driver. Unilever’s current market capitalisation is €130 billion. The balance is made up by trust, or reputation – an extraordinarily valuable asset, built by generations of Unilever people, by our values and by great products.

It makes business sense to protect and nurture your most valuable assets. In the case of trust, how do we do that?

There is a temptation to focus on things that businesses often think of as under their direct control – products, service, delivery.

Improving all these things is critically important, of course – you cannot be trusted if you do not deliver what you promise. But they are not enough on their own.

When people talk about trustworthiness, they mean much more: values, fairness, equality, purpose. They expect business to look outwards, at its role in the world. They think about behaviour – and they take a long-term view of whether a business is ‘walking the talk’."

---

These are not our words but we are happy that they are very similar to what our founder has been saying for years."

Our founder has spoken that trust is the biggest issue facing brands and the solution being a brand creating a Point Of View in the world. POV(brand Purpose, Ownership of functional benefit product, and a Vision of where the brand will take us)™, very simular to the solutions the CEO of Unilever points out here.

We are happy to call Unilever a client in building it's first POV™ brand and now recently it's second POV™ brand.

There is a way to create a WIN-WIN for people and brands!

Quote is the words of Paul Polman , CEO, Unilever - https://bit.ly/2Keig4k

www.nylongroup.com
It's not a strategy that makes you matter.
It's not creative work that makes you matter.
It's a point of view that people identify with.

20/06/2018

Almost exactly one year ago, we were the 2nd most creative awarded at M&P and we knew this alone would not set us apart. So we started showing why we are truly different and start talking about our Point Of View (Purpose, Ownership, Vision).

We have a dream, to bring the first global agency account to a Portuguese agency. Hoping this is a sign we are in the right direction.

Chama-se “The Art of Branded Entertainment” e é o primeiro livro escrito por vários membros do júri de Cannes Lions, partilhando experiências e visões...

23/05/2018

It is 2018!!!! Aren't we evolved enough yet?

We still don't treat women equally in most countries.
We still have discrimination even within the same race.
We still prefer competing instead of collaborating.

We are surrounded by many issues that make no sense to most of us but each of us are more sensitive to some issues more than others.

Like most people I want the cliche "better world", but I have lost faith in most politicians and most brands only emotionally manipulate us so they can make a sale.

But at Nylon we still believe brands can make a huge difference and are our biggest hope.

Nike helped us stop watching sitcoms and get off the couch.
Starbucks gave use a second living room & meeting place.
Ariel is helping men share the workload around the house.
Unilever's Dove is helping women not be manipulated in fashion mags.

When NIKE found suppliers running a sweatshop, we stopped voting for them by not purchasing their product. No one thought it was possible but NIKE went from lagger to leader and is praised for its worker conditions now.

There is a win-win solution, so brands make a positive impact to their finances in exchange for a positive impact on society. This is our way to a "better world".

I hope you watch the video, enjoy and share it.

We created the Point Of View: P.O.V., or Purpose, Ownership & Values. What we found out is that we cannot escape what evolution has created. We make decision...

23/05/2018

Um ouro que sabe pela vida! Estes são aqueles projectos que nos dão mais vontade de trabalhar!

09/05/2018

A nossa dupla criativa José Chatimsky e Ruben de Barros são uma das duplas finalista nos Young Lions Health Award. Que nunca lhes falte a saúdinha para nos continuar a surpreender e a orgulhar. Em frente rapazes!

07/05/2018

You bought "stan smiths" because everyone had them.
You drive home and barely remember driving at all.
You do the ice bucket and know nothing about ALS.

We all make decisions in ONLY 3 ways.

1) We conserve energy (follow others) - It is why at times you don't remember driving home, you followed cars in front of you because you trust them to not hit anything. This makes up a majority of your decisions.

2) We avoid pain - Most people still judge a wine based solely on price and label. We do this to avoid making a bad decision (pain). Wine quality still varies greatly, but this is no longer true for most products.

Any $4 cereal box will be of good quality. We no longer buy the TV cereal vs the Radio cereal because the quality is not an issue anymore. This is the reason so many brand's marketing is no longer working. We are no longer in a "convincing consumers of quality" war, but most brands still focus on reach and recall tactics of the 1950s.

3) We seek pleasure - Pleasure is given to us through dopamine, oxytocin & serotonin. They are released when we find a functional, emotional or social benefit. A soap that is protecting womens' body image because the soap's moisture protects their skin and fights the fashion industry to stop manipulating the way women look in magazines, gives pleasure beyond just simple soap. It has a social, emotional and functional benefit.

This is the choice triad!

Shouldn't your marketing be built on how we make choices instead of on which media reaches the most people?

www.nylongroup.com

18/04/2018

A strategy without goals and KPIs is a dream, not a strategy. There has to be a point when we stop dreaming and start doing.

Most organizations are facing a huge problem everyone is ignoring. Ask your legal department what is the best way to plead your case and he will pull

23/03/2018

Os nossos caríssimos José Chatimsky e Ruben de Barros são finalistas no Young Lions deste ano. Juntamente com o Samuel Pinho que concorre a um lugar na Roger Hatchuel Academy.
May the inspiration be with you young Padawans.

26/12/2017

5 Years ago, one of our first posts was picked up by major publications around the world. Today our Christmas gift is repeating history on the same day :)

http://www.adsoftheworld.com/media/film/nylon_rejected_and_ugly_christmas_sweaters

This is a fake ad we created for Armani.

Just having fun, but thought we would show how by not doing what the other brands are doing, you attract more attention to the message you are trying to transmit.

What do you think?

This is not approved by Armani and is not a real ad.