“Brands have to be honest, show empathy, humor and daring…” explains Ivan Levy

Ivan Levy is a retail entrepreneur best known for establishing and building “The Body Shop” brand in Switzerland. Last week I organized a conference with him at ESERP business school in Mallorca.

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Ivan successfully sold “the body shop” to COOP in June 2010 and continues to lead the business, having been appointed as CEO by COOP. Ivan was also the Body Shop International CEO, and has led a number of other retail operations and consultancy programmes… After this year he founded a little company called the Knowledge Bank and he also joined Earthchild as a Director/Mentor. This company uses organic cottons and they work with social responsibility.

Ivan was the Chairman of Magic Bus UK Charity (up to 2006), a Member of The Dean’s Global Advisory Board Council for Harvard University, and Executive Chairman o Q Garden Company (until 2006).

As well that, Mr. Levy is the kind of person who really loves the island of Mallorca and we had the opportunity lo learn from him. The following are some of his ideas of the conference:

* First of all the companies need to create a brand with honesty, empathy, generosity, humility, humor and daring… also some character and humanity.

* The companies need to have a true policy of Social Responsability


*We can earn money taking care of our planet.

* You have to return your benefits to the planet with actions, with good benefits, in reference to this he explains: “After all my career I feel the obligation to return to society all that I have received. I’m worried about how the world will be in the future and I feel that we can do something”.

*The last project with “dignitat i feina” is not to do charity but to create a good product and to create jobs making a good “turron” called “turro artesa d’ametla”.

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He has helped the Franciscans from Artà, Dignitat i Feina associació, with the packaging of a new turron and also to increase their sales that are helping people who are in need. In addition to it, they have created some alternative products directed to people who don’t want to eat calories such as t-shirts, aprons to help to the Franciscans.

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He shared with the students of ESERP and they enjoyed a lot. 

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Nowadays he is doing really interesting work in the heart of Mallorca in Son Naava, close to Montuïri with the only biodynamic olive grove in Mallorca.

To sum up the customers don’t expect perfect brands. They will embrace brands that are honest, show empathy, generosity, humility, humor and daring… also some character and humanity.

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La segmentación de mercados (What is Market segmentation?)

Este año también he empezado una nueva etapa profesional como docente en ESERP Business School que me permite compaginar mi trabajo en Marketing y Social Media en Vinklum comunicación.

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Aprovechando la buena relación que me une con América Matas, la directora de la agencia Vinklum la invite a participar en una charla sobre la segmentación del público objetivo en una campaña publicitaria.

Cómo debemos adaptar el mensaje a nuestro público y cómo centrarnos en un target adecuado para nuestros productos fueron algunos de los temas principales de la charla impartida el 23 de octubre en ESERP Business School Mallorca. Fue una intervención muy amena que permitió a los estudiantes tener un contacto con una empresa real.

Market segmentation (What is Market Segmentation)

This year I also started a new job as a teacher in ESERP Business School that allows me to combine my work in Marketing and Social Media at Vinklum communication.

I have really good relationship with América Matas, the director of the agency Vinklum and I invited her to participate to talk about the segmentation in an advertising campaign and how is important adequate the language directed to our customers.

It was a very enjoyable intervention that allowed students to make contact with a real company.

School younger travelers

Along this course I have had the opportunity to invite a company from EUA, WorldStrides to share with the students of EDIB their experience with programs for elementary and middle school students.

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They take younger travelers outside the classroom and beyond the printed page. They can learn the history from the place who they visited insitu. The company build nearly 50 years of experience and working closely with teachers, and design each program to turn student travel experiences into life experiences.

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WorldStrides has offices around the world in all the locations on the map above. They also offer a number of field-based career opportunities. Our two largest offices are in the United States in Charlottesville, Virginia, and Salt Lake City, Utah.

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