Miruna Codeanu

Posts Tagged ‘strategy’

Twisting the news – 19th edition

In cappuccino on December 7, 2015 at 8:36 am

W151112_LEEMON_FROMGOOD-1200x1907.pngI have a strong belief that the future belongs to companies that understand and apply excellent customer care in order to achieve extraordinary customer satisfaction. Harvard Business Review is also eyeing this problem and trying to find an answer for what separates an ordinary client from the best customer: an emotional connection. When a customer is satisfied, the customer builds an emotional connection with that brand, placing it higher in its preferences. Customer care is vital.

For a long time now I’ve been talking about how companies are the ones driving change in modern societies. Read the rest of this entry »


Twisting the news – 16th edition

In cappuccino on November 25, 2015 at 7:08 am

They say Wednesday is the hardest day of the week, because it’s midweek,  the weekend is yet too far to consider it. So, today I’m beginning with a story, one to restore faith in humanity: a German watch brand is recognizing the impact Medicins Sans Frontieres through a dedicated watch you can buy heretangente_33_msf_raum01

Just two days ago, I was presenting you an analysis saying that post industrialism shouldn’t give up manufacturing, because economic growth cannot happen without manufacture. Here’s what happened in the third quarter in the US: economy grew and manufacturing production too. Also, something else is happening: Read the rest of this entry »

Twisting the news – 13th edition

In cappuccino on November 20, 2015 at 8:10 am

Volkswagen, Volkswagen, yes, I’m talking dirty to you in the morning. They’ve decided to halt investment in China amid the emissions scandal . We do not know  why. China is VW’s biggest market, but the investment was still being evaluated. We do not know if VW is being cautious and playing safe or if their sales were actually affected by the scandal. However, a report published last week stated that the Volkswagen scandal managed to push the brakes for the European Market. And while speaking dirty, here’s what the marketing from VW looks like:

Read the rest of this entry »

Twisting the news 8th edition

In Uncategorized on October 30, 2015 at 7:29 am

download (1)Good morning. How many times have you looked at the screen of your phone by now? What was the first thing you saw this morning? Whom or what did you have coffee with? I’m guessing the answer for all the above is “my smarphone”. The computer is no longer the center of the universe. The smartphone is, they say the center of the tech universe, but, in fact, the smartphone is the center of the universe, full stop. While only 73% of the American adults own a desktop or a laptop computer, 92% of American adults own a cellphone and they are rapidly and increasingly shifting to smartphones. Read the rest of this entry »

Twisting the news 2nd edition

In cappuccino on October 12, 2015 at 6:31 am

Extra-sweeten your coffee, it’s Monday morning, you’ll need that extra energy, let’s see.

644518_482964478391235_1344225470_nTake is as Monday morning inspirational story of what one can achieve. You probably like it or your friends like it and you’ve seen it from them: “I f**king live science” Facebook page is a social media phenomenon with more 22 million fans. Elise Andrew, who founded the page on her own and is the sole contributor publicly admitted her mental health issues, saying the internet is there to remind her that some people are much worse.

Turkey banned media coverage of suicide bombing in the Turkish capital of Ankara. That comes in addition to the already existing Youtube, Twitter and Facebook ban.  Read the rest of this entry »

When Volkswagen met the power of the Internet

In espresso on September 29, 2015 at 6:10 am

ca1e952f1a5b0da13f52723d857c423397921c36It is big, appalling, scary and horrid: the Volkswagen scandal. It is scary for both the consumer and the Volkswagen company. I’ve said it numerous times before: in the 21st century, a national state is no longer the policy maker. I’ve been counter argued. I’ve heard that still, in a contemporary democracy, a state has the power to create the conditions for a free market. Sorry guys, no. That is so last century. It’s the world and the companies now. It’s the consumer versus the company. Had this happened 20 or 30 years ago it wouldn’t had been such a big deal, leaving aside the importance of the environmental issues in 2015.

If you somehow live in a void bubble where nothing reaches you, I’ll summarize the Volkswagen scandal. The International Council on Clean Transportation wanted to study emissions from 3 diesel cars: Vw Jetta, Vw Passat and BMWX5.  VW failed the test, Nox emissions were 15-35 higher than the standard. Accusations were not explicit but the report was self-sufficient. Then, it was revealed that Volkswagen had previously installed a software to cheat the tests. Volkswagen American apparently tried to shut the scandal, sending letters to the car owners in California asking to bring them in for a software upgrade. Instead, the whole thing blew and since then, it does not seem to stop. Vw has since admitted the cheat affects 11m cars. Read the rest of this entry »

When silence is golden in marketing

In cappuccino on February 4, 2015 at 9:03 am

FairlifeBig companies are having a rough time: Coca Cola, Mc Donald’s and many others are trying to adapt to a new consumer. After launching Green Cola, Coca Cola announces they will be selling a new protein packed milk. In 2013 I was writing about Coca Cola becoming the latest devil, after tobacco. In 2014, Coca Cola made some major investments in tea companies. At the beginning of 2015, Coca Cola advertises the new milk as lactose free and packed with protein. “I hope it’s Coke’s next billion-dollar brand,” says Fairlife CEO Steve Jones. Read the rest of this entry »

There should be no “Cheap” by Apple

In Uncategorized on June 3, 2014 at 5:55 am

Yesterday Apple held an event which will make Apple subject of the day for most business magazines today. They announced iOS and OS X updates introducing new services. Top news: Siri now has +22 languages, you can now pair your iPhone with your smart home devices, iCloud also got a serious makeover to target its biggest competitor,  Dropbox. Tim Cook made a serious affirmation, summarized as: we are dominating the mobile market.  Of course, the Apple – Android/Samsung debate is a neverending redundant one so I will not even begin to discuss it. There’s something else we need to talk about: the widespread idea that Apple should release low cost hardware. I’ve said it before, guys you’re wrong.

Apple should not, under any circumstances release low cost hardware. Not Apple. I’ve said it before, Apple shouldn’t go to China, Apple shouldn’t sell cheap smartphones and I was kind of happy to see Apple is becoming a lifestyle company. Take Apple as the Jimmy Choos of technology, as a friend of mine once said, and think of cheap Choos. Read the rest of this entry »

What they’re missing out about smart watches

In cappuccino on May 15, 2014 at 7:13 am


(source: The Verge)

Acer, Apple, BlackBerry, Foxconn/Hon Hai, Google, LG, Microsoft, Qualcomm, Samsung, Sony, and Toshiba, they are all involved in building smart watches. This is how wiki defines the smartwatch:  “smartwatch or smart watch, is a computerized wristwatch with functionality that is enhanced beyond timekeeping, and is often comparable to a personal digital assistant (PDA) device. While early models can perform basic tasks, such as calculations, translations, and game-playing, modern smartwatches are effectively wearable computers. Many smartwatches run mobile apps, while a smaller number of models run a mobile operating system and function as portable media players, offering playback of FM radio, audio, and video files to the user via a Bluetooth headset. Some smartphone models, (also called watch phones) feature full mobile phone capability, and can make or answer phone calls” . This is probably one piece of tech that lacks the biggest player: Apple. Although it previously announced its intention to launch a smartwatch, Apple seems to have dropped its plans on the iwatch, which cannot be named iwatch as it is a Swatch trademark.

I was reading a review about Samsung’s Gear 2 this morning and it basically said it does everything. How come they are not really, really successful?  How come their strategy doesn’t work? Read the rest of this entry »

Stop shaming the cosmetic industry

In cappuccino on May 12, 2014 at 7:27 am

One of the biggest markets in the world, one of the oldest, most profitable: cosmetics and personal care products. Yet, I can see a trend shaping up. Along with the self-acceptance, also comes a hate-speech targeted at cosmetics companies. Some of the most famous: “If tomorrow, women woke up and decided they really liked their bodies, just think how many industries would go out of business. (Gail Dines). I’ve seen this shared by many of my friends, acquaintances and I feel it around me. It happens in the interactions with my friends: in public it would seem cosmetics are not a major interest, but in a one-to-one talk it’s about skincare and skin problems. We’ve also seen Dove’s “Real Beauty” strategy.  However, I believe Dove’s strategy is part of a new trend in advertising I named antivertising. 

Dines_-Gail-Mark-Karlsberg_-Studio-Eleven-360_Size4Who is Gail Dines? “Gail Dines is a feminist anti-pornography activist, author, professor and lecturer.” ( Wikipedia) You can see Gail Dines in the photo. I see lipstick on Gail’s lips. And blush. And probably foundation, and probably eyeliner. Moreover, Gail Dines probably used a face cream, maybe concealer. Gail Dines probably uses an anti-aging cream. Gail Dines probably removes her make up. And I could endlessly go on with my assumptions but I will not. Read the rest of this entry »