Aitor Mate 马艾涛

Economist | International Business | Trade and Investment | Marketing | Personal Opinions Only

[Aitor Mate 马艾涛 @MateAitor]

📑 Bad/Weak positioning leaves a trail of doom. If prospects can’t quickly figure out what your company does, they will invent a position for yu, one that potentially hides your key strengths or misrepresents your values.

[Aitor Mate 马艾涛 @MateAitor]

📑 Companies' need for internal brand stewardship has given rise to the appointment of Chief Brand Officers. CBOs are professionals who manage brand collaboration at the highest corporate level. They bring business strategy in line with customer experience.

[Aitor Mate 马艾涛 @MateAitor]

Hello Monday! What I love most about coordination committees is that moment when the CEO asks who is going to own the new strategic projects for FY2027, and everybody looks away.

Arctic Monkeys | Do I Wanna Know?
https://t.co/9iiE2PHdYC

[Aitor Mate 马艾涛 @MateAitor]

@Blissfulmuse80 @Newsinchina Yes, I have seen these sculptures and honestly don't love them. I appreciate the generosity of the Chinese Embassy, but the Agora is just not the right setting. The view of the Akropolis makes the ensemble look kitsch. Put them in a different environment.

[Aitor Mate 马艾涛 @MateAitor]

@Blissfulmuse80 @Newsinchina I apologize if I offended you. I was just kidding. As for the Turkish nation, I could hardly embarrass them since I don't know much about it. On the other hand, I have lived and studied in Athens, been an AEK fan for 20 years, and made Greece my second home.

[Aitor Mate 马艾涛 @MateAitor]

@Blissfulmuse80 @Newsinchina Thanks for the advice. But before bed I will ask my mommy to read my favorite chapter from the Anabasis. You probably heard of it while wandering through rural China.

[Aitor Mate 马艾涛 @MateAitor]

@Blissfulmuse80 @Newsinchina Yes, of course. You probably tell me of those casual conversations with Chinese people about Plato's dialogues or the scientific achievemente of the Pythagorean sect. Then they end with someone reciting Elytis' and Seferis' best poems over a retsina glass.

[Aitor Mate 马艾涛 @MateAitor]

@HarryMa27694900 @Newsinchina Yes, of course. Which means the average Chinese is as familiar with classic Greek culture as the average European is with Sanxingdui culture. They could care less.

[Aitor Mate 马艾涛 @MateAitor]

📑 Every B2B company has some customers that you regret closing. Eliminate these accounts when doing a positioning exercise. These customers are sometimes the biggest deals the company has closed. This means they may also consume the largest amount of company resources.

[Aitor Mate 马艾涛 @MateAitor]

This could be the End or just some blind drunk Scots coming from a holiday. Your bet.

[Thenewarea51 @thenewarea51]

So it begins, EasyJet 43KU (Airbus A320) currently inbound Glasgow with a minimum of eight passengers vomiting in the cabin.

[Aitor Mate 马艾涛 @MateAitor]

@DeEudaimon1 @Songlin030 What are you talking about. Without the EU, Greece would have no market to sell any goods/services whatsoever. The Greek economy was terribly uncompetitive long before joining the EU, except for tourism. What Greece is today it owes to short-sighted domestic policies.

[Aitor Mate 马艾涛 @MateAitor]

📑 Marketers sometimes attempt to create value propositions for each persona. This is a bad idea. The personas marketers create are frequently useless, except one. That is the champion of the deal, the only one who can make the deal happen.

[Aitor Mate 马艾涛 @MateAitor]

📑 Market category can work for you or against you. Declaring that your product exists in a certain market category sets off a powerful set of assumptions in customers’ minds about your competitors, the functionality of the product and the pricing.

[Aitor Mate 马艾涛 @MateAitor]

📑 Brand testing, or validation, is the process of measuring brands against meaningful criteria. All brand expressions, from icons to actual products, need to score high in five areas of communication: distinctiveness, relevance, memorability, extendibility and depth.

[Aitor Mate 马艾涛 @MateAitor]

📑 All marketers know what positioning is, but few know how to do it. Ries and Trout (1981) defined what positioning was all about, but they didn’t give many clues for how to do it. Their case studies focused on TV advertising campaigns their agency had worked on.

[Aitor Mate 马艾涛 @MateAitor]

Hello Monday! The team gladly received the news from management that the new project comes with no compensation whatsoever, but it is a great visibility opportunity.

Dire Straits | Money for Nothing
https://t.co/uEln4Td6Sb

[Aitor Mate 马艾涛 @MateAitor]

Estos tipos están limpiando una entrada que ya había limpiado antes @metro_madrid, solo para la tv.

Lamentablemente ese día me tocó salir por allí, con otros despistados que no sabíamos que Sol estaba cerrada. Allí los únicos que estaban limpiando eran los operarios de Metro.

[Mr. Jones @Mr_Jones_k]

Bienvenidos a Sollywood.

Así prepara RTVE el montaje de la limpieza en la entrada del Metro.

[Aitor Mate 马艾涛 @MateAitor]

@alexsakalis Chipperfield’s idea for Athens’ Archaeological Museum fails at an urban level. The raised podium, retaining walls and monumental staircases undermine the neoclassical building’s proportions, obscure its facade and sever its historic relationship with Patission Street. A mistake.

[Aitor Mate 马艾涛 @MateAitor]

Whom the gods would destroy, they first make mad.

[Hans Mahncke @HansMahncke]

Wow. Back in 2017, Volkswagen’s CEO absolutely ridiculed Elon Musk and Tesla with a breathtaking level of arrogance, compounded by that typically German air of smug superiority. Here's a translation:

"Well, I suppose I have to say a few words about Tesla. With all due respect, there are companies out there that are world champions at making grand announcements. I won't name names.

There are companies that struggle to sell 80,000 cars a year. Volkswagen sold 11 million that year. Then there are companies like Volkswagen that generate €13 or €14 billion in annual profits. And if I'm correctly informed, Tesla is burning through hundreds of millions of euros every quarter, while firing employees whenever it feels like it.

As for any sense of social responsibility, I'm not sure where that comes into the picture.

So I would ask everyone to get a sense of perspective here and stop comparing apples with oranges."

Nine years later, Volkswagen is heading for the scrapheap of history, while Elon is making cars fly. https://t.co/kGQtuVwJ4C