modern cultivation

One Speech I Won't Forget

2011-05-01T00:31:00.005-05:00

I was moved and extremely grateful by the words my classmates shared in this speech:

2011 Innovation Award

His center mate notes:
He never limits himself to the boundaries of what has been done before. He embraces innovation more than any other student in the MBA program and challenges the thinking of others. He is willing to dedicate significant amounts of time to champion new ideas, even when others are reluctant to challenge the status quo. I admire his creativity, dedication, and tenacity.

A class mate comments:
He has been a great friend, classmate, team-member and co-worker over these past two years. He is definitely a person I know I will never forget. He truly embodies the quote: “Because The People Who Are Crazy Enough To Think They Can Change The World, Are The Ones Who Do.” He never conforms to the standards and looks beyond the school, norms and industry to find inspiration and solutions. He often comes up with crazy ideas, as some others do, but unlike others he doesn't stop there. He always has the initiative and heart to carry them through. I try to imagine where he will be in 10 years, and I just can't because where he will be and what he will be doing probably doesn't even exist yet! :)I feel fortunate to have him in my class and to have him as a friend. He inspires me every day!

Another classmate comments, I have worked with him on multiple teams and have been very impressed with his ability to think outside of the box and approach challenges in ways that others wouldn't. His dedication to finding new, innovative solutions has been demonstrated in his position on the board, and the success that he has achieved in case competitions across the country.

His nominator writes this student’s contributions have provided the Wisconsin MBA with an innovative way of capturing and documenting the many various activities within the program. This student single handedly decided he was going to promote the Wisconsin MBA and Be Out in Front. Gustavo gave prominence to all student organizations by developing informational videos of officers, created videos for candidates in elections and videotaped the MBA Art Show case as well as many other events to capture the spirit and the essence of what makes our program so unique.

The 2011 Innovation Award goes to Gustavo Leone from the Center for Brand & Product Management.

One Year in Madison, Wisconsin

2011-03-15T07:00:00.004-05:00

Last year, I wrote about the people I met in 2009 that helped to shape my outlook. This year, I thought it was only fitting to look back at the experiences that defined 2010.

January: Ringing in 2010 in Copacabana
Forget the fireworks, the most exciting part was trying to find a cab after the fireworks.

February: My birthday dinner
Hearty conversations and lessons on patience, humility, and hope with three surprising guests.

March: 1^st place in Sony’s Marketing Case Competition
Winning is great but having a team who collectively agrees on naming our team “the Situation”...priceless.

April: 1^st place in Ingersoll Rand’s Marketing & Sales Case Competition
Launching a fighter brand in China has never been so much fun.

May: First day at MBA Summer internship No.1
What’s the best way to start your first day on the job? Try getting lost on the way to the bathroom.

June: Skydiving and Surfing
Note: Unless you are over 85, refrain from referring to your bucket list. Just do it, the time is now.

July: First day at MBA internship numero dos
Catching a redeye flight from LAX to O’hare and showing up to work three hours after landing may impact on your productivity level. Thank goodness for HR and orientation!

August: Lollapalooza
Gaga decides to indulge in crowd surfing during Semi Precious Weapons’ performance. Exhilarating yet gross...

September: Last year of business school kicks off
Halfway to re-entering the workforce. Not sure whether to rejoice or cry.

October: Moderating a panel on Retail & Branding
Whoever tells you to imagine people in their underwear when speaking in public is lying to you.

November: Dr. Junger’s Clean Program
Never, ever, go on a diet, detox, or cleanse during/around holiday season! If you decide to take on this challenge beware of volatile mood swings and the urge to attack when you see others eating cookies.

December: White Elephant Gift Exchange
Back-story: I gathered all the gifts since no one else had played this before. Lesson learned: If you want something done, do it yourself.

Would you buy these jeans?

2010-11-14T12:11:00.005-06:00

What do you do when your consumer won’t stop talking?

2010-11-13T00:04:00.005-06:00

This week I was responsible for contributing to a summary on a presentation on digital marketing presented by R/GA.

Here is what I wrote:

What do you do when your consumer won’t stop talking?

In the case of SC Johnson, the family owned company, renowned for being category innovators in household cleaning; the best way to reach consumers is by creating new platforms where the consumer can continue the conversation.

These new platforms exist online and according, to David Macey of R/GA, consumers integrate these platforms into their daily lives. With this in mind, it’s no surprise that digital marketing has evolved into an opportunity for brand managers and ad agencies to build digital ecosystems that will lead to multiple interactions between the consumer and brand. These interactions provide consumer packaged goods companies, like SC Johnson, a new window into their target consumers’ lives. A well integrated platform can help to drive sales, new product innovation, and build long-term brand equity.

Take for example, Glade’s Tin Design Contest. Using insight that revealed Glade’s target consumer relied heavily on peer influence, word-of-mouth, and viral touch-points, the contest was launched. The goal was to grow household penetration amongst a younger target. By partnering with Operation Smile and celebrity involvement, the contest was success.

In addition to meeting brand strategy goals, the earned media that a successful online platform can provide is also highly coveted. For one thing it’s definitely cost effective and likely to be more credible. Ask yourself, are you more likely to believe what your friend posted on Facebook or what that 30 second commercial is telling you?

However not everything in digital marketing is as peachy as it sounds. The challenges to controlling the online conversation especially when a consumer goes rogue can become a nightmare. There is also the question of sales. Exactly how much sales does digital marketing drive? What’s the sales lift? The ROI?

Obviously, the answers you will get will circle around metrics and benchmarks tied to click-through, the number of visits, submissions, fans, and everything else except sales. In order to be successful when implementing a digital marketing program, the brand manager has to be clear on his success metrics. With SC Johnson’s, Right at Home platform, the attributes that were been measured included incremental sales and driving trial. The engagement metrics to track these attributes included time on sit, newsletter reach, and unique visits. Using these metrics allowed SC Johnson to measure the effectiveness of the platform which was critical because engaged users will drive your business goals.

Notice, how the actual incremental sales remained a mystery? Perhaps, by this time next year digital marketing will have evolved to a point where the brand manager knows exactly what the ROI will be. As a matter of fact, the answer will probably be available via an I-phone application.

Lunch with Warren Buffett

2010-10-23T22:25:00.002-05:00

I came to b-school seeking to get as far away from finance and to my surprise I got the opportunity to meet the man, the legend, the Oracle in Omaha.

Gotta love Wisconsin!

Take 3: A Walk Down the Feminine Care Aisle

2010-10-12T21:31:00.005-05:00

This past week we got to live/walk a mile in her shoes...literally. Our class conducted an ethnographic study on how women make their purchases when it comes to feminine care. The results were shocking...(especially for those of us who don't really need to visit this aisle).

What did I learn:

In order to understand the consumer you have to walk in their shoes.
There is an old adage that says you should pay attention to the actions not the words of your loved one. Well the same applies when you are talking to a consumer. While someone may tell you how much they love your product, they may not necessarily be buying your product. In order to get at the heart of what drives their decision it is important to know how and why they are make their decisions at the aisle.

Women do not like flashy colors when it comes to their hygiene products
Remember Della? Well if that wasn’t proof that it takes more than just color to build a consumer…take a look at what’s happening in the feminine care category. Pink is out and blue is in.

Cause-marketing is an untapped opportunity
If you can find a genuine/authentic connection between your brand/product and a cause/charity chances that she will buy your brand over the other are high. We all like to make purchases where we can go home and tap ourselves on the shoulder for doing a good deed.

Take 2: Lots of Diapers

2010-09-18T18:55:00.004-05:00

Well this past Friday, we were invited to spend the day at Kimberly-Clark....you know Scott (as in tissues, toilet paper, and towels. We had a few special guests ranging from assistant brand managers to brand champions guide us through various presentations ranging from shopper marketing to the "potty dance".

What did I take away:

1. Potty training boot camp!
I think this idea is awesome...I haven't looked into the details and don't have an immediate need but talk about "innovation".

2. Toilet paper matters.
I really don't like two ply and I am sure that if someone took your toilet paper for a week and replaced it with an impostor you would know.

3. Disney rules.
Besides Cheerios I think Disney is probably one of the only other brands that children are really exposed to from an early age.

to infinity and beyond!

Help Sarah help Jenny

2010-09-16T02:45:00.004-05:00

The following is an e-mail I received from my classmate Sarah. I was really moved by the story and thought I would share her efforts.

Hi Friends -

As many of you know, I am running the Chicago Marathon on October 10. 24 days to go.

Last weekend I finished my 22-mile training run. Through it all, I draw inspiration from Jenny Crain.

Jenny was a three-time Olympic Marathon Trials qualifier and the top American female finisher of the 2004 NYC Marathon. She lives in Milwaukee and while I did not know her personally, we shared the same lakeshore running trail, where she was a local running celebrity.

In 2007, Jenny was struck by a car while running, and as a result, she is slowing learning to walk, talk, eat and do everything all over again. She will require lifelong care and I am fundraising for her rehabilitation. My goal is $500. Runner’s World magazine also wrote a touching article on Jenny’s story last fall.

Will you please help me by donating to The “Jenny Crain – Make it Happen Fund”? Even $10 helps.

Step 1: http://www.jennycrain.net/

Step 2: Click on Donate

Step 3: Please feel free to forward this to anyone who may be moved the same way we are.

Thank you very much. Jenny thanks you as well.

Sincerely,

Sarah

Take 1: The Three Moments of Truth

2010-09-11T15:31:00.004-05:00

I am back in Madison and ready for my last year in business school. This past week, we had Susan Lulich from DDB and Colleen Goggins (J&J) drop by for a visit. Susan delivered a great presentation on how to work with an agency as well as some examples on identifying consumer insight and effective campaigns.

Here are my takeaways:

1. I am moving to Sweden (not really).
Sweden has been doing some really great things when it comes to marketing and the environment. Susan showed us Volkswagon’s The Fun Theory and it was amazing to see how minor changes in local setting and spaces can lead to truly effective campaigns.

2. Educate, entertain, and experience.
In order to communicate nowadays your brand has to do three things educate the consumer on a topic that matters to them, entertain them through dynamic platforms, and invite them to experience. This is what I call the three E’s but if brands are doing this now, what will the next E be? Perhaps, enrich?

3. Data is not the same as insight.
Sometimes the line between data and insight can become blurry but you must not confuse one for the other.

California Living...

2010-07-07T08:45:00.004-05:00

My Attempt at Directing/Filming

2010-05-20T21:26:00.001-05:00

Retold: Behind the Buzz About Mint

2010-03-18T01:02:00.007-05:00

Rich Jaroslovsky recently shared his view on Mint.com in BusinessWeek’s, Tech & You column aptly (or perhaps not so) named Behind the Buzz About Mint.

According to Mr. Jaroslovsky “the finance site is really Quicken for the short-attention-span generation.” Now as a past Mint.com user, I would probably have to disagree with the generalization although I have to warn you I’ve never used Quicken. I first started using Mint.com after hearing about it through word of mouth. The registration process was seamless and the user interface was friendly. The output was not bad either, for someone who enjoys analyzing metrics, being able to look at the pie charts and graphs from my I-phone were an added bonus. I continued using Mint.com and would every so often check my Net Worth (believe me, looking at that figure was not pretty) but for some reason the idea of being reminded you have a net worth was kind of fun. It’s not like mom and dad ever sat down with me while I was a child and said “son, you must always remember to have a positive net worth.”

So where did Mint.com go wrong? When Mint was bought by Intuit and Mr. Patzer failed to tell his existing consumer base of the possible benefits or synergies using Mint.com could provide in the near future. I remember getting an e-mail announcing the sale but as soon as I knew Mint.com would be included in the product portfolio along with Quicken, my suspicions on sharing financial information went into overdrive. And believe me I like to share….but when it comes to financial matters, I believe those are best kept private.

When Mint.com existed by itself, I wasn’t so worried about sharing my financial information but when Quicken came into play I worried where my information would end up and therefore stopped using Mint.com. All of a sudden using the “free service” didn’t really seem like “free” anymore. Perhaps, if I was told from the beginning that Mint.com would complete and file my taxes it would have been a different story.

I still think Mint.com is a great tool designed for a younger demographic who is concerned about their net worth or wants to start a budget. Perhaps the problem was not the evolution of Mint but the fact that I may now be somewhat old and need to upgrade to Quicken.

From Friendster to The Future of Media Conference

2010-02-13T21:18:00.007-06:00

wwww

So what do you get when you put Hulu, YouTube, Facebook, Myspace, and Twitter in one room? A lot buzz about content.

Before I give you my “unbiased” opinion on the conference, let me share with you how my relationship with social media started. Back in the summer of 2007 I was offered a position with Barack Obama's presidential campaign to be a field organizer in Nevada. Within days of getting the offer, I packed my stuff, drove cross-country, and moved to Las Vegas. At this point in my life, my relationship with social media was rather non-existent. With the exception of a Friendster account and about 20 on-line friends, my view was that social networks were an intrusion of privacy, some lacked taste, and overall a waste of time. I believed that if you wanted to make friends, all you had to do was meet new people, be able to identify shared interests, and communicate with each other on a somewhat frequent basis.

However by my 2nd day as a field-organizer, I was using Facebook. I would be using Facebook as a tool to identify potential supporters and voters (specifically those who would be turning voting age). Privacy, idealism, and my original perception on what would be called “social media” went out the window. I was fascinated with this tool and the metrics it could provide. Having spent a few years analyzing market risk metrics, I was over the moon with the potential this tool could provide. Unfortunately, I liked living in Las Vegas as much as I like playing golf. My experience as a field-organizer was short-lived but the lessons I learned have stayed with me.

Lets forward to 2010. My Facebook count is at 500+friends (a relatively low count compared to others, perhaps I’m just not that friendly), I follow about 165 people of interest (excludes Ashton Kutchner) in Twitter, maintain 300+ LinkedIn Contacts with my clients and co-workers, one of my YouTube videos has been visited about 200 times, and the highest number of hits to my blog has peaked at 107 (thanks to using Tim Tebow’s name). I could go on about other metrics (thanks to Google Analytics) pertaining to the host provider, country, region, or visit but my point in sharing this with you is how my own perception on social media has evolved.

You can now imagine how excited I was about attending the Future of Media Conference and learning what panelists including Terry Semel, Randi Zuckerberg, Andy Forsell, Olivia Ma, and Denise di Novi thought about the future?

So what did I take away? Content, content, content! Everyone is talking about content. The second topic of interest was how to monetize it. And the last key interest was how to make it fun (Zynga was there). Anyone NOT play Scramble, Mafia Wars, or Farmville?

Yet one piece I felt was overlooked was the USER. With everyone focusing on content, are we forgetting about who the user is? Most importantly how we should be defining a user? When you look at the various vehicles that comprise social media is every user the same? Can a person with 10 friends versus 1,000 be identified as a user? Does merely having an account so you can check on your ex constitute a user? What if you are only viewing content versus uploading/sharing it, are you still identified as a user? I find this topic intriguing because before we in order to provide content I think we need to identify who the user is? Maybe the next conference will address this.

My 1st Video Using iMovie

2010-02-07T10:06:00.003-06:00

After persuading everyone in the Graduate Business Associate (GBA) Board to jump on with the idea. I was finally able to put the video together. Enjoy!

Drinking Nescafe while Launching Women’s Apparel via McDonald’s in One Week

2010-01-23T23:43:00.007-06:00

My trip to Chile was definitely a learning experience. Aside from our visit to Nestle and an extensive discussion on Nescafe, I had an opportunity to witness political change, participate in the local culture, and experience a truly beautiful natural landscape ranging from mountains to beaches. In my opinion Chile is probably an underrated country to visit, however it’s definitely worth the trip.

As an undergrad studying abroad in Italy, I used to love to travel. The idea of learning new cultures, meeting new people, or hearing a new language was fascinating. However now that I am a “little" older and wiser the idea of hostels, having to find restaurants that are vegetarian friendly, or living out of a suitcase, not so much fun. Yet despite the years, the one constant in my adventures has been McDonald’s. Somehow this company gets it right. Whether it was Paris, Vienna, or Rio de Janeiro, I have been able to count on McDonald’s for consistent customer service, an easy to order menu, and arches that are recognizable anywhere. Even if I was just ordering french-fries, McDonald’s has always made me feel at home. Out of all places and things to identify with being an American, McDonald’s is at the top of my list.

I may not agree with all the ingredients used or the idea of fast food but I do know that seeing those arches brings a sense of relief whenever I travel.

Winter break could only go on for so long and as all good things it came to an end faster than I wanted it too. In a matter of days I went from being in 93°F, running along the beach to 20°F, cramming to work on a case competition (involving women's apparel) at 3:30 a.m only to deliver the presentation later that morning. My team was runner up. I would have liked to win, who doesn't? Does anyone really remember 2nd place? Yet at the same time I wouldn’t trade my team or the learning experience we shared for anything else.

Tylenol, Buenos Aires, and Speed

2010-01-13T23:11:00.013-06:00

After spending the last three weeks traveling in South America, I am ready to go back home.

I started in Brazil and welcomed 2010 in in Copabana. After a week in Brazil I flew to Buenos Aires, where I met the rest of my classmates. In Buenos Aires, we had an opportunity to visit General Mills, Procter & Gamble, and Johnson & Johhson.

At General Mills we learned how Nature Valley (pronounced ¨Natural Valley¨ in Argentina) was launched and witnessed packaging in the production plant to sampling at toll booths.

In Johnson & Johnson, I almost fell off my chair when I learned that Tylenol was not offered in Argentina. I am hopeful that this necessity will be re-introduced in the near future. Other than Tylenol, we shared an insightful presentation and discussion on the evolution of Listerine.

During my visit to Procter & Gamble, supply chain management and manufacturing took on an entire new meaning.

Argentina as a whole reminded me of Europe.

My biggest disappointment besides Tylenol, was the level of internet penetration. Traditional media continues to dominate promotional efforts and social media was close to non-existent. A lot of marketing dollars are allocated to in-store displays. Coca-Cola is probably a great example of a company who executes their in-store displays extremely well. I think at one point I was transported from the supermarket aisle to the World of Coke.

Now if only Coke could execute their recent U.S promotions (e.g that annoying song promo it ran across movie theathers in partnership with Walmart) as well as they execute their in-store design, I would be happy.

The highlight of my visit to Buenos Aires was my team´s presentation on the beverage category. Our analysis entailed ethnographic studies, visits to different distribution channels, and learning about new products. Unlike the U.S neither organic nor energy drinks have gained momentum underneath the equator. Powdered drinks appear to be preferred. Neither Coke or Pepsi dominate shelve space, its mostly local brands.

What was probably most surprising was the fact that wines & spirits are placed alongside the aisles for beverages in stores. Does anyone else see anything wrong with this?

I´ll post pictures soon but in the meantime I am going to spend my last day in Santiago, Chile.

Details on that visit coming soon....

*Looking ahead in 2010

2009-12-26T10:13:00.002-06:00

My 1st semester as an MBA student came to an end faster than you can say "Supercalifragilisticexpialidocious". So now that 2010 is around the corner here are a few things that I am looking forward to in the next few months:

1.) Visiting Brazil to learn about the country's culture and consumer behavior. 2.) Traveling to Argentina and Chile to visit Kraft, Nestle, and P&G. 3.) The Google phone. 4.) Kraft taking over Cadbury. 5.) Attending Martin Lindstrom's Symposium. 6.) My summer internship offer. 7.) Starting my role as the new communications and technology chair. Yes, I was elected!

Nine People Tiger Woods Should Have Met in 2009

2009-12-14T22:37:00.006-06:00

But didn’t. The good news is I did. The following is a list of the 9 people I met in 2009 that changed my outlook on everything ranging from toilet paper to China.

In no order whatsoever:

Mary Beth West
Chief Marketing Officer at Kraft Foods
Seldom do you run into people who truly embody the values of the organizations they work for. Well, Mary Beth West, Chief Marketing Officer at Kraft Foods is one of those people. Earlier this spring I had an opportunity to chat with Mary Beth (unbeknownst to me of who she was). I only realized who she was after she was called to deliver her speech. I will never forget her speech because it was genuine, open, inclusive, and it came from the heart. She makes this list because she will always remind me that you should always “tell it like it is”.

Faris Yacob
Chief Technology Strategist at McCann Erikson
Prior to attending this roundtable event as a member of the New York’s Ad Club Young Professionals, I thought I had an understanding on the relationship between brands and technology. However after listening to Faris discuss brand content within the larger social content ecosystem, I felt like I had been living under a rock. During his presentation I learned about the Cadbury Gorilla, Convergence Culture: Where Old and New Media Collide, and the power of social media. Why Faris makes it to this list? Because I learned that life should be defined by your own rules not someone else’s.

Lucas Watson
Global Team Leader, Digital Business Strategy at Procter & Gamble
Can you imagine living without your favorite toilet paper brand for a week? I don’t think so. Mr. Watson’s initiatives in the digital space over at P&G, are definitely transforming toilet paper and other products to your best friend. If you don’t believe me, check out http://www.sitorsquat.com/. It works much better on your I-phone and comes in handy in those moments where you need to find a clean place to change little Annie’s Pampers. Other than making me realize how much I love my toilet paper, I now have a need to learn how to speak Chinese. Mr. Watson makes this list because according to him the world is not made up of 300 million people but approximately 7 billion, and this is how we should start thinking about the opportunities out there.

Chris Terrill
Chief Marketing Officer at NutriSystem
What I learned from Mr. Terrill is that sometimes by just giving something without expecting anything in return, can take a you a long way. Genuineness and kindness should never be underrated.

Chris Hacker
Chief Design Officer at Johnson & Johnson
When most people are asked about their favorite J&J product, very few (if any) will respond with K-Y especially in front of various dinner guests. But when you know that Chris Hacker is amongst your guests, it would be rude not to acknowledge how he is transforming the way products are packaged. As a matter of fact, Chris was instrumental in driving the packaging design for K-Y’s products (in addition to other J&J products). Luckily for me, Chris sat next to me at dinner and was thankful that someone noticed his efforts. What I enjoyed most about talking to Chris was his commitment to making an impact through design. In other words, if we all realize that at the end of the day every product we buy ends up in a landfill perhaps will pay more attention to those companies who are committed to sustainable design practices.

Sue Steinberg
MTV Co-founder
The night I listened to Sue talk about her career journey starting at Seventeen Magazine to founding MTV, I realized that not everyone has to follow a traditional path. Sometimes not knowing the answer to where you are going can lead you down paths you never even thought of.

Peter Bysshe
Director of Brand Development at Ito Partnership
I met Peter at a NYC BrandHackers event, I think it was John Gerzema who was speaking that night. I told Peter I was heading back to b-school and he gave me some advice on approaching careers in brand. I also asked him if there were any books he recommended and what I received was a book list broken down by "how to find truly new ideas for the world” ranked in order. I haven't finish reading all the books on the list but I’ve made progress. Peter makes the list because his book list constantly reminds me of the need to be scrappy.

John Rice
MLT Founder and CEO
John is the perfect example of what people mean when they say “it only takes one person to make a difference”. Through MLT and John’s commitment to his vision I learned what it means to be “scrappy”.

Max Doe
ICA Group Member
Max embodies each of the members in my Integrated Company Analysis team, who questioned, challenged, and analyzed every detail in our assignments. Although we didn’t necessarily agree on everything, as a group we learned how to integrate all our ideas into a single and thorough analysis. We laughed, stayed up late, shared meals together, and learned to trust each other. For someone who started the semester trying to micro-manage (blame it on my previous life), I’ve learned that when you have a great team, micromanaging is useless.

Vote for me!

2009-11-29T14:28:00.012-06:00

My name is Gustavo and I am running for Communications Technology Chair.

My commitment to this role started during the fall where I worked with the communications committee to come up with new ideas to improve the GBA’s communication efforts. One of those ideas was to start an on-line time capsule (more like a scrapbook), which would allow us (and future classes) to share the memories we will create during our MBA experience. I have already started working on this project and its progress can be viewed at http://tiny.cc/timecapsuleproject. Feedback is always welcome.

In addition to the time capsule, I’d like to explore the idea of developing a centralized calendar where different student clubs, centers, and the MBA office can update/share events with the entire class. So, whether it’s distributing M&M’s to share a message, sharing your business card via a text message, creating a Google Group for your center, or using YouTube to run for a GBA officer role (above), I believe technology can improve how we communicate and share information with each other.

By integrating new technology to the GBA communications model, I believe I will be able to add value to our class, which is why I am running for Communications Technology Chair.A message on why I am running for the Graduate Business Association's-Communications Technology Chair.

So, tell me about a time where had to use creativity to...?

2009-11-23T23:32:00.003-06:00

Thanksgiving Arrived Earlier this Year

2009-11-21T15:10:00.011-06:00

So before I delve into last night’s fiesta, I should start by telling you that Thanksgiving has never been one of my favorite holidays. To me Thanksgiving was just another night where my family and I shared dinner. Since we always had dinner together, Thanksgiving didn’t mean much to me. However this year, for the first time, my siblings and I will all be traveling home to celebrate this special holiday with our family.

To ring in the festivities, the Greasers hosted a Thanksgiving Potluck dinner for our class last night. Everything ranging from the turkey, to dessert, and the ironed tablecloths, was seamless. The hosts were beyond gracious and considerate. They both waited until everyone had a drink and meal in their hands before helping them-selves to some bread.

Above all else, the potluck gave everyone in our class an opportunity to really get to know one another. With the amount of work, presentations, and group-meetings we have all been buried under, time has not really been our friend. But last night was just what we all needed. It’s amazing what eating a bird (for some), stuffing, and chocolate cake, amongst good company will do to some people.

I, for one had a chance to chat with Maximus Meridius, who I didn’t even know was in our class. Kind of hard to believe specially when there is only 23 of us. I was even more shocked to learn that he thought we were Facebook friends (I screen everyone!). Fortunately, we were able to correct that situation in a matter of seconds. I even told him that if in 10 years I needed a place to crash, I would not hesitate to give him a call. Which was really weird because I hope that in 10 years, I don’t have to call anyone for a place to crash!!

Overall, I hope the Greasers soon to be wed, decide to keep up this tradition next year!

Thanks Sarah and Alex; you made everyone at our center feel like a family last night.

An Inside Look at SCJ

2009-11-17T00:13:00.002-06:00

A few days ago, I had the opportunity to take a tour of SC Johnson’s Entomology Research Center. I would lie if I told you I was not excited about the trip. Aside from learning about some great brands ranging from OFF! to Raid, I was impressed with the level of commitment SCJ has made to its consumers. Watching those insects interact in glass boxes at the Entomology center, truly brings a new meaning to innovation.

Yet, the idea of having insects packed into those square glasses made me realize that most of us do the same with the unknown and different. We continue to try to place everything and everyone into squares. Whenever we encounter something that is different or rare we rush to place it into a box.

What’s more troubling is that some of these insects are harmless yet our perception automatically assumes that they are anything but aesthetically pleasing to look at, let alone touch. No great insight on this observation.

Just thought I point out that your brain is much bigger than an insect’s.

Perhaps, by asking questions and being open to learning from different sources, rather than limiting your intellectual quota to your backyard, you’d be surprised at what you can learn from different “insects”.

Can I Have Some Gatorade Please?

2009-11-03T00:17:00.005-06:00

As a child I was encouraged by my parents to participate in team sports ranging from baseball to football. What I most remember about these experiences was drinking Gatorade after every win. To me, Gatorade had grown to symbolize the drink of champions and its flavor was the taste of victory, discipline, and perseverance. When I began to compete in marathons and triathlons, as an adult, Gatorade remained my preferred sports drink. However, when Pepsi, Gatorade’s parent company, decided to rebrand Gatorade as G earlier this year, not only did Gatorade’s brand appeal decline but I was left wondering where my sports drink went. As a result of a poorly executed marketing campaign including promotions and packaging, Gatorade lost its brand appeal.

The advertising campaign used to promote the new Gatorade, was coined “What’s G?” First aired in January 2009 and televised during the Super Bowl XLIII, “What’s G?” was a sharp deviation from Gatorade’s traditional meaning. At one point a columnist admitted “she initially thought it might have been some pseudo-religious pitch”. Unlike previous Gatorade advertisements that focused on athletes on the field, the “What’s G” commercial used Lil Wayne, an American Grammy Award-winning rapper to describe what G meant as the camera scrolled through sports and pseudo sports figures ranging from Serena Williams to Jabbawockeez. According to Lil Wayne, G is described as “the emblem of a warrior, it’s the swagger of an athlete, a champion and dynasty. It’s gifted, golden, genuine and glorious. It is a lower-case god. It’s the goat. Ha-ha. The greatest of all time”.

I don’t know what was more painful the music, the voiceover, the concept, or the lack of clarity behind the advertisement. Within seconds of watching “What’s G” I was on Google, trying to figure out what person in their right mind would have decided to use such terrible commercial. To my surprise, it turned out be Gatorade. “What’s G” managed to dissolve the meaning Gatorade had established over a decade in a matter of seconds.

The second blow to the Gatorade brand was its packaging, as Pepsi decided to eliminate the Gatorade name and introduce the new bottle packaging as G. I was not the only one who felt this was unacceptable other Gatorade fans expressed the same discontent. “I don't mind it. It's something different. What I do mind are the changes in the names (3)”. This would probably not have been a significant issue for me, had I not struggled to find the original Gatorade flavor in the aisle while shopping at Walmart. My frustration level was so high that instead of buying G, I opted to buy Powerade, G’s direct competitor. What was more disappointing was that the new G packaging had a striking resemblance to Coca Cola’s Vitaminwater. Both Vitaminwater and G’s new product line include Focus as a drink selection.

Ultimately, Gatorade transformed from an established brand to a poor attempt at capturing pop-culture. The “What’s G” campaign deviated from the core consumer and in an effort to grab market share, it diluted its brand meaning. It’s hard to tell how the new G differentiates amongst other sports drinks. I certainly am not willing to equate the new G with the Gatorade brand. And neither are others. “I sincerely hope they reconsider the "G" thing and decide to quickly return to having the Gatorade brand name front and center – in fact, I'm willing to go out on a limb and predict it”.

The jury on whether or not to bring the Gatorade brand back to the bottle is still out. However Pepsi’s 3rd quarter earnings report reveals that Gatorade sales volume is down. Management states that “Gatorade’s recent volume challenge is primarily a result of the economic downturn.” But as a marathon runner, you know that when you are on the 20th mile and you don’t see Gatorade on the refreshment table, it’s not the economic downturn but the fact that the new brand (G) has lost its appeal.

Mr. Rossi Got Hit by the NPV Bus

2009-10-26T23:14:00.003-05:00

Because he was nowhere to be found in tonight’s Finance mid-term. Either he overdosed on the red wine or got lost in his vineyard. The 700 Finance mid-term is definitely a rite of passage for all 1^st MBA students here at the Wisconsin Business School. After two excruciating hours, where not even Axe or Secret, could suppress the sweat pores, it finally came to an end by a series of claps! Yes, claps.

My first instinct was to wish diarrhea on those 1^st years that thought it would be appropriate to clap. Who claps after a majority of your classmates have endured one of the most intense periods of the 1^st semester? Well it wasn’t any of the 1^st years and I wont spoil the surprise for any prospective students, but rest assured no one suffered a case of the runs tonight.

The best part of this exam, aside from the complexity, near to impossible questions, and lack of time was the strong sense of camaraderie we 1^st-years all experienced. I am sure we could have achieved the same level, if we decided to train to run a marathon together, but most would have opted to take the midterm.

If there is any lesson to be learned from this exam is that no matter how much you prepare for something in life, you never know what curve balls maybe be thrown at you.

In five or ten years down the road, there is no doubt that I will be able to call one of my classmates and ask him/her to calculate Mr. or Mrs. Rossi’s optimal investment, because there is no way I ever want to do that again (except if it comes up again in the final).

The Chase for Beta Continues

2009-10-21T21:57:00.004-05:00

If you are hoping to read this and find beta as it relates to the markets, you are in the wrong place. Although I spent quite sometime in my former life breathing beta, delta, and other risk metrics, the beta I want to talk about is a journey.

When I was in high school my Algebra teacher would always tell me “one day you will use this”. Of course, I thought she was crazy. Then when I graduated college and found myself analyzing beta in my first job, I wanted to call her and tell her she had been right all along. I would have called her, had she given me an A instead of a B+.

Well, after spending a few years looking at various betas and deltas, I decided to go back to business school and leave the world of risk metrics behind. But tonight as I am preparing for my first finance mid-term next week, guess what I am looking at? Beta! Unfortunately, I am not using Bloomberg to run my calculations instead I am using a pencil. The sacrifices one has to make to work in the world of innovation, creativity, people, and ideas.

So what is beta? What does it do? How do I find it? Google.

What I have learned from beta though is far more interesting. If you want to outperform a benchmark whether it’s the market or your neighbor, be willing to take risks. Don’t follow the herd (unless you are lost). Follow your own path.

I never thought I would say this but I kind of miss beta, all those nights I spent analyzing metrics to make recommendations the next morning; priceless. Maybe I don't really miss beta, what I really miss is not having to make my own dinner!

FYI: Priceless is the Mastercard campaign NOT Visa's. Hard to remember that specially when corporate America introduces you to AMEX. Who else do you think made dinner?

Here is to beta and hoping that I don’t have to see her again after this semester!