tag:blogger.com,1999:blog-40000995812297462232024-03-04T21:30:34.339-08:00THBSמסע ומחקר אישי שלי בעקבות קשרי הגומלין שבין אנשים למותגים. וההיפך.Oferhttp://www.blogger.com/profile/16972000420990793088noreply@blogger.comBlogger100125tag:blogger.com,1999:blog-4000099581229746223.post-73050041409382728222015-03-22T02:48:00.002-07:002015-03-23T01:50:23.501-07:00The logo as a fig leaf<div dir="ltr" style="text-align: left;" trbidi="on">
<h1 dir="ltr" style="line-height: 1.56; margin-bottom: 6pt; margin-top: 10pt;">
<span style="background-color: transparent; color: #252525; font-family: Georgia; font-size: 16px; font-style: normal; font-variant: normal; font-weight: normal; text-decoration: none; vertical-align: baseline; white-space: pre-wrap;">This post is about the massive effort invested by large and small businesses to create their logo. “This graphic element is what will differentiate us from our competition and make us stand out” they say “This is the tip of our iceberg, the cherry on our pancake. it engulfs the whole essence of our business. So why is that the criteria for that Pinnacle are summed up in the grey area of “i love it - its nice - i hate it”. </span></h1>
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<a href="https://blogger.googleusercontent.com/img/b/R29vZ2xl/AVvXsEgKQPtbrk6AYNlXCFzeZLMHSfD0vlco0QIfa18KNq-oiSI9n7a0fJUJ-JY2RCdMeb2KbyTpYuGnerVvl6UKh9jgmmrRuvIWIFJbM9ZfeIKLoRk2s1-3dyJPmmfuwalFyzfAZHKjIUSdoQU2/s1600/david_figleaf.jpg" imageanchor="1" style="clear: right; float: right; margin-bottom: 1em; margin-left: 1em;"><img border="0" src="https://blogger.googleusercontent.com/img/b/R29vZ2xl/AVvXsEgKQPtbrk6AYNlXCFzeZLMHSfD0vlco0QIfa18KNq-oiSI9n7a0fJUJ-JY2RCdMeb2KbyTpYuGnerVvl6UKh9jgmmrRuvIWIFJbM9ZfeIKLoRk2s1-3dyJPmmfuwalFyzfAZHKjIUSdoQU2/s1600/david_figleaf.jpg" /></a></div>
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<span style="background-color: transparent; color: #252525; font-family: Georgia; font-size: 16px; font-style: normal; font-variant: normal; font-weight: normal; text-decoration: none; vertical-align: baseline; white-space: pre-wrap;"><br /></span></div>
<div dir="ltr" style="line-height: 1.38; margin-bottom: 0pt; margin-top: 0pt;">
<span style="background-color: transparent; color: #252525; font-family: Georgia; font-size: 16px; font-style: normal; font-variant: normal; font-weight: bold; text-decoration: none; vertical-align: baseline; white-space: pre-wrap;">This is not nice</span></div>
<b id="docs-internal-guid-c485877a-40df-be21-615c-b952fa280419" style="font-weight: normal;"><br /></b>
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<div dir="ltr" style="line-height: 1.38; margin-bottom: 0pt; margin-top: 0pt;">
<span style="background-color: transparent; color: #252525; font-family: Georgia; font-size: 16px; font-style: normal; font-variant: normal; font-weight: normal; text-decoration: none; vertical-align: baseline; white-space: pre-wrap;">I dont mean to elaborate on the matter of lofos since i am not an art director of a graphic designer but i do think a logo is a brand’s fingerprint. That unique graphic trait of each individual human that can not (at least legally) be copied or imitated. Unless your name is Bond, James Bond. </span></div>
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<div dir="ltr" style="line-height: 1.38; margin-bottom: 0pt; margin-top: 0pt;">
<span style="background-color: transparent; color: #252525; font-family: Georgia; font-size: 16px; font-style: normal; font-variant: normal; font-weight: normal; text-decoration: none; vertical-align: baseline; white-space: pre-wrap;">Now. What do I want to say here? Take any action movie and look up the scene in which the FBI agent uploads the terrorist fingerprint and gets a complete and accurate profile of the man's appearance, character, habits, hobbies, aberrations, opinions and his “bad boy” resume. What happened here is that the man’s logo (fingerprint) became a point of reference, both emotional and rational. I find that the essence of a logo. </span></div>
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<div dir="ltr" style="line-height: 1.38; margin-bottom: 0pt; margin-top: 0pt;">
<span style="background-color: transparent; color: #252525; font-family: Georgia; font-size: 16px; font-style: normal; font-variant: normal; font-weight: bold; text-decoration: none; vertical-align: baseline; white-space: pre-wrap;">In practice, most logos act like the fig leaves on adam & eve's nakedness, a stylish and fashionable ornament which was designed to hide, not to expose. </span></div>
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<br />
<div dir="ltr" style="line-height: 1.38; margin-bottom: 0pt; margin-top: 0pt;">
<span style="background-color: transparent; color: #252525; font-family: Georgia; font-size: 16px; font-style: normal; font-variant: normal; font-weight: normal; text-decoration: none; vertical-align: baseline; white-space: pre-wrap;">For me, the logo is actually an invitation for a dance. It is the scent of the woman’s perfume standing in front of you in line. Its job is to embody the personality of the brand and/or of a brand owner, so that the viewer will experience the brand as personal as possible, before they actually meet each other at the point of sale. </span></div>
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<div dir="ltr" style="line-height: 1.38; margin-bottom: 0pt; margin-top: 0pt;">
<span style="background-color: transparent; color: #252525; font-family: Georgia; font-size: 16px; font-style: normal; font-variant: normal; font-weight: normal; text-decoration: none; vertical-align: baseline; white-space: pre-wrap;">Take a few minutes to watch the following video in which a 5 year old girl describes logos in her so original and naïve way.</span></div>
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<a href="https://www.youtube.com/watch?v=XvTosNvVJUk" style="text-decoration: none;"><span style="background-color: transparent; color: #1155cc; font-family: Georgia; font-size: 16px; font-style: normal; font-variant: normal; font-weight: normal; text-decoration: underline; vertical-align: baseline; white-space: pre-wrap;">watch that logo</span></a></div>
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Oferhttp://www.blogger.com/profile/16972000420990793088noreply@blogger.com0tag:blogger.com,1999:blog-4000099581229746223.post-45029104152466324522015-03-12T03:29:00.003-07:002015-03-12T03:29:16.575-07:00The Price of branding <div dir="ltr" style="text-align: left;" trbidi="on">
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<span style="background-color: transparent; color: #252525; font-family: Arial; font-size: 16px; font-style: normal; font-variant: normal; font-weight: bold; text-decoration: none; vertical-align: baseline; white-space: pre-wrap;">The Price of branding </span></div>
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<b id="docs-internal-guid-4c46e5e9-0d86-b546-a29b-5dc74be23eb3" style="font-weight: normal;"><br /></b></div>
<div dir="ltr" style="line-height: 1.38; margin-bottom: 0pt; margin-top: 0pt;">
<span style="background-color: transparent; color: #252525; font-family: Arial; font-size: 16px; font-style: normal; font-variant: normal; font-weight: normal; text-decoration: none; vertical-align: baseline; white-space: pre-wrap;">I overheard a conversation between two friends at a gas station. "Dude”, said one of them, “you have to eat the Artbuger at Moses (an Israeli burger chain, </span><span style="background-color: transparent; color: #252525; font-family: Arial; font-size: 16px; font-style: normal; font-variant: normal; font-weight: bold; text-decoration: none; vertical-align: baseline; white-space: pre-wrap;">OG</span><span style="background-color: transparent; color: #252525; font-family: Arial; font-size: 16px; font-style: normal; font-variant: normal; font-weight: normal; text-decoration: none; vertical-align: baseline; white-space: pre-wrap;">), it is one hell of a burger”. "...How did you call it?" ask the other. "Artburger. that's the name they gave it but it has no meaning to me. it is just a very tasty burger, i guess an advertising so-called expert gave it that Pretentious name”. "And how much did they charge you for it?” Was the next question."it was outrageously expensive piece of meat" said the first and i could see that he has just realized he was robbed. “Well, my friend, that was the price of branding you paid for" was the answer. </span></div>
<div dir="ltr" style="line-height: 1.38; margin-bottom: 0pt; margin-top: 0pt;">
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<div dir="ltr" style="line-height: 1.38; margin-bottom: 0pt; margin-top: 0pt;">
<span style="background-color: transparent; color: #252525; font-family: Arial; font-size: 16px; font-style: normal; font-variant: normal; font-weight: bold; text-decoration: none; vertical-align: baseline; white-space: pre-wrap;">Brands charge us more</span><span style="background-color: transparent; color: #252525; font-family: Arial; font-size: 16px; font-style: normal; font-variant: normal; font-weight: normal; text-decoration: none; vertical-align: baseline; white-space: pre-wrap;"> and we pay them more for their feel privileges, that is , we pay them more because we want to feel something thoughts that object that we just bought. something that will upgrade our usage experience to irrational territories.</span></div>
<div dir="ltr" style="line-height: 1.38; margin-bottom: 0pt; margin-top: 0pt;">
<b style="font-weight: normal;"><br /></b></div>
<div dir="ltr" style="line-height: 1.38; margin-bottom: 0pt; margin-top: 0pt;">
<span style="background-color: transparent; color: #252525; font-family: Arial; font-size: 16px; font-style: normal; font-variant: normal; font-weight: bold; text-decoration: none; vertical-align: baseline; white-space: pre-wrap;">Now usually</span><span style="background-color: transparent; color: #252525; font-family: Arial; font-size: 16px; font-style: normal; font-variant: normal; font-weight: normal; text-decoration: none; vertical-align: baseline; white-space: pre-wrap;">, this does not happen because the product has no true-to-life relationship with its branding. most of the times branding is an unfulfilled and empty promise designed only to hook the fish. In the case of the “Artburger” the brief was to differentiate the hamburger and the creative execution was a pretentious name that will justify the price. in my opinion they did not trust their fine product to engage effortlessly the customer based only on its merits. </span></div>
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<span style="background-color: transparent; color: #252525; font-family: Arial; font-size: 16px; font-style: normal; font-variant: normal; font-weight: bold; text-decoration: none; vertical-align: baseline; white-space: pre-wrap;">Branding is an unconscious perceptual process that never ends</span><span style="background-color: transparent; color: #252525; font-family: Arial; font-size: 16px; font-style: normal; font-variant: normal; font-weight: normal; text-decoration: none; vertical-align: baseline; white-space: pre-wrap;">. it happens whether you like it or not. it happens to people and businesses. it is the emotional reflection that create or don't create an emotional effect on the recipient side. A good branding process creates a never ending positive or negative emotional consumption. </span></div>
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<a href="https://blogger.googleusercontent.com/img/b/R29vZ2xl/AVvXsEjco6shZzWC50m6WB6VXC-5yK78UnMRzysMzkzr4YAZOprhvUkyBjDBsuyxg7wfCnAdEC0wjBJUmTJSNnseBe_ioJEPvdH7AiXPxD2yMdMMlajzUvevTrDLFVp0LbMdWLZNSoB3f86sP8HP/s1600/338452991_58512b2f82.jpg" imageanchor="1" style="clear: right; float: right; margin-bottom: 1em; margin-left: 1em;"><img border="0" src="https://blogger.googleusercontent.com/img/b/R29vZ2xl/AVvXsEjco6shZzWC50m6WB6VXC-5yK78UnMRzysMzkzr4YAZOprhvUkyBjDBsuyxg7wfCnAdEC0wjBJUmTJSNnseBe_ioJEPvdH7AiXPxD2yMdMMlajzUvevTrDLFVp0LbMdWLZNSoB3f86sP8HP/s1600/338452991_58512b2f82.jpg" height="240" width="320" /></a></div>
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<div dir="ltr" style="line-height: 1.38; margin-bottom: 0pt; margin-top: 0pt;">
<b style="font-weight: normal;"><br /></b></div>
<div dir="ltr" style="line-height: 1.38; margin-bottom: 0pt; margin-top: 0pt;">
<span style="background-color: transparent; color: #252525; font-family: Arial; font-size: 16px; font-style: normal; font-variant: normal; font-weight: bold; text-decoration: none; vertical-align: baseline; white-space: pre-wrap;">Just like in my inhaler case. </span></div>
<div dir="ltr" style="line-height: 1.38; margin-bottom: 0pt; margin-top: 0pt;">
<b style="font-weight: normal;"><br /></b></div>
<div dir="ltr" style="line-height: 1.38; margin-bottom: 0pt; margin-top: 0pt;">
<span style="background-color: transparent; color: #252525; font-family: Arial; font-size: 16px; font-style: normal; font-variant: normal; font-weight: normal; text-decoration: none; vertical-align: baseline; white-space: pre-wrap;">From the age of 5 i hold it in my hand when i go to sleep ( i am 50 years old). it’s shape and packaging did not change dramatically. it stayed pharmaceutical boring and dull. but it is my confirmation that everything will be alright and i will wake up alive the next morning. the taste of that metallic cold air that is sprayed out of that blue container is my taste of life, and not coca cola, GSK, the company that manufacture my inhaler knows this of i think they know but it does not matter because branding, the ability of a product to produce emotions in people, is a subjective process that contains within it, much more than a good practical and cost effective product that solves a problem. in my case, asthma. </span></div>
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<b style="font-weight: normal;"><br /></b></div>
<div dir="ltr" style="line-height: 1.38; margin-bottom: 0pt; margin-top: 0pt;">
<span style="background-color: transparent; color: #252525; font-family: Arial; font-size: 16px; font-style: normal; font-variant: normal; font-weight: normal; text-decoration: none; vertical-align: baseline; white-space: pre-wrap;">Yesterday, when i went to the pharmacy to buy my prescription inhaler, i was offered a new one with a flower on a red well designed package by a different pharmaceutical brand. “No thank you”, i told the Pharmacist. i even refused to take it for a test drive and “discover that it has no metallic aftertaste and it is much nicer and well designed”, as the Pharmacist explained. the little child in me did not want a better product or a better medicine, the little child in me wanted reassurance that he can go to sleep and wake up still breathing and if he has to go to 5 different Pharmacies to find it, he will. </span></div>
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<div dir="ltr" style="line-height: 1.38; margin-bottom: 0pt; margin-top: 0pt;">
<span style="background-color: transparent; color: #252525; font-family: Arial; font-size: 16px; font-style: normal; font-variant: normal; font-weight: bold; text-decoration: none; vertical-align: baseline; white-space: pre-wrap;">The is the justified price of branding for me</span><span style="background-color: transparent; color: #252525; font-family: Arial; font-size: 16px; font-style: normal; font-variant: normal; font-weight: normal; text-decoration: none; vertical-align: baseline; white-space: pre-wrap;">. it is the effort i make to get that desired feeling i want or need. i think many companies that present a well crafted brand image and identity that has no bearing to reality, will save money on marketing if they discover that hidden emotional component in their products that makes people feel. not think.</span></div>
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Oferhttp://www.blogger.com/profile/16972000420990793088noreply@blogger.com0tag:blogger.com,1999:blog-4000099581229746223.post-8626371681476427652015-03-02T01:57:00.001-08:002015-03-02T01:58:02.624-08:00Why an outstanding brand idea is a musical riff<div dir="ltr" style="text-align: left;" trbidi="on">
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<a href="https://blogger.googleusercontent.com/img/b/R29vZ2xl/AVvXsEjrKZrXvs2G9R4-EJnUlhQAV69XoGw4lEBsKCX2nfN_kr21MCQYdZG8JMz-w0n9OQYWp5CaRHBJ4cql3gftv9oOE23bRkOkLRs4QzlgCarca2c2_2l45_3i6zgp0ReBTRI76n1YcUGaNHk_/s1600/ritchie-blackmore-5.jpg" imageanchor="1" style="clear: right; float: right; margin-bottom: 1em; margin-left: 1em;"><img border="0" src="https://blogger.googleusercontent.com/img/b/R29vZ2xl/AVvXsEjrKZrXvs2G9R4-EJnUlhQAV69XoGw4lEBsKCX2nfN_kr21MCQYdZG8JMz-w0n9OQYWp5CaRHBJ4cql3gftv9oOE23bRkOkLRs4QzlgCarca2c2_2l45_3i6zgp0ReBTRI76n1YcUGaNHk_/s1600/ritchie-blackmore-5.jpg" height="400" width="250" /></a></div>
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<b style="color: #222222; font-family: Arial; line-height: 30.1090927124023px; white-space: pre-wrap;"><span style="font-size: large;">Why an outstanding brand idea is a musical riff</span></b></div>
<ol style="margin-bottom: 0pt; margin-top: 0pt;">
<li dir="ltr" style="color: #191919; font-family: Arial; font-style: normal; font-variant: normal; list-style-type: decimal; text-decoration: none; vertical-align: baseline;"><div dir="ltr" style="line-height: 1.7249999999999999; margin-bottom: 0pt; margin-top: 0pt;">
<span style="background-color: white; color: #191919; font-family: Arial; font-style: normal; font-variant: normal; font-weight: normal; text-decoration: none; vertical-align: baseline; white-space: pre-wrap;">Because it summarizes what the brand is all about</span></div>
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<li dir="ltr" style="background-color: white; color: #191919; font-family: Arial; font-style: normal; font-variant: normal; font-weight: normal; list-style-type: decimal; text-decoration: none; vertical-align: baseline;"><div dir="ltr" style="line-height: 1.7249999999999999; margin-bottom: 0pt; margin-top: 0pt;">
<span style="background-color: white; color: #191919; font-family: Arial; font-style: normal; font-variant: normal; font-weight: normal; text-decoration: none; vertical-align: baseline; white-space: pre-wrap;">Because it holds the brand’s promise and premise</span></div>
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<li dir="ltr" style="background-color: white; color: #191919; font-family: Arial; font-style: normal; font-variant: normal; font-weight: normal; list-style-type: decimal; text-decoration: none; vertical-align: baseline;"><div dir="ltr" style="line-height: 1.7249999999999999; margin-bottom: 0pt; margin-top: 0pt;">
<span style="background-color: white; color: #191919; font-family: Arial; font-style: normal; font-variant: normal; font-weight: normal; text-decoration: none; vertical-align: baseline; white-space: pre-wrap;">Because it is short and simple</span></div>
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<li dir="ltr" style="background-color: white; color: #191919; font-family: Arial; font-style: normal; font-variant: normal; font-weight: normal; list-style-type: decimal; text-decoration: none; vertical-align: baseline;"><div dir="ltr" style="line-height: 1.7249999999999999; margin-bottom: 0pt; margin-top: 0pt;">
<span style="background-color: white; color: #191919; font-family: Arial; font-style: normal; font-variant: normal; font-weight: normal; text-decoration: none; vertical-align: baseline; white-space: pre-wrap;">Because it can be instantly recognisable but yet, will not feel like anything else</span></div>
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<li dir="ltr" style="background-color: white; color: #191919; font-family: Arial; font-style: normal; font-variant: normal; font-weight: normal; list-style-type: decimal; text-decoration: none; vertical-align: baseline;"><div dir="ltr" style="line-height: 1.7249999999999999; margin-bottom: 0pt; margin-top: 0pt;">
<span style="background-color: white; color: #191919; font-family: Arial; font-style: normal; font-variant: normal; font-weight: normal; text-decoration: none; vertical-align: baseline; white-space: pre-wrap;">Because it take the audience into a journey i.e, into the brand </span></div>
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<li dir="ltr" style="background-color: white; color: #191919; font-family: Arial; font-style: normal; font-variant: normal; font-weight: normal; list-style-type: decimal; text-decoration: none; vertical-align: baseline;"><div dir="ltr" style="line-height: 1.7249999999999999; margin-bottom: 0pt; margin-top: 0pt;">
<span style="background-color: white; color: #191919; font-family: Arial; font-style: normal; font-variant: normal; font-weight: normal; text-decoration: none; vertical-align: baseline; white-space: pre-wrap;">Because it can be memorable </span></div>
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<li dir="ltr" style="background-color: white; color: #191919; font-family: Arial; font-style: normal; font-variant: normal; font-weight: normal; list-style-type: decimal; text-decoration: none; vertical-align: baseline;"><div dir="ltr" style="line-height: 1.7249999999999999; margin-bottom: 0pt; margin-top: 0pt;">
<span style="background-color: white; color: #191919; font-family: Arial; font-style: normal; font-variant: normal; font-weight: normal; text-decoration: none; vertical-align: baseline; white-space: pre-wrap;">Because it acts like a hook and pulls people into the brand like into a song</span></div>
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<span style="background-color: white; color: #191919; font-family: Arial; font-style: normal; font-variant: normal; font-weight: normal; text-decoration: none; vertical-align: baseline; white-space: pre-wrap;">Because it allows the brand to improvise though time and still retain its identity</span></div>
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<li dir="ltr" style="background-color: white; color: #191919; font-family: Arial; font-style: normal; font-variant: normal; font-weight: normal; list-style-type: decimal; text-decoration: none; vertical-align: baseline;"><div dir="ltr" style="line-height: 1.7249999999999999; margin-bottom: 0pt; margin-top: 0pt;">
<span style="background-color: white; color: #191919; font-family: Arial; font-style: normal; font-variant: normal; font-weight: normal; text-decoration: none; vertical-align: baseline; white-space: pre-wrap;">Because if played properly it can be unforgettable </span></div>
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<li dir="ltr" style="background-color: white; color: #191919; font-family: Arial; font-style: normal; font-variant: normal; font-weight: normal; list-style-type: decimal; text-decoration: none; vertical-align: baseline;"><div dir="ltr" style="line-height: 1.7249999999999999; margin-bottom: 0pt; margin-top: 0pt;">
<span style="background-color: white; color: #191919; font-family: Arial; font-style: normal; font-variant: normal; font-weight: normal; text-decoration: none; vertical-align: baseline; white-space: pre-wrap;">Because it saves time & money on marketing communication</span></div>
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<li dir="ltr" style="background-color: white; color: #191919; font-family: Arial; font-style: normal; font-variant: normal; font-weight: normal; list-style-type: decimal; text-decoration: none; vertical-align: baseline;"><div dir="ltr" style="line-height: 1.7249999999999999; margin-bottom: 0pt; margin-top: 0pt;">
<span style="background-color: white; color: #191919; font-family: Arial; font-style: normal; font-variant: normal; font-weight: normal; text-decoration: none; vertical-align: baseline; white-space: pre-wrap;">Because it can be copied or stolen but never imitated</span></div>
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<span style="background-color: white; color: #191919; font-family: Arial; font-style: normal; font-variant: normal; font-weight: normal; text-decoration: none; vertical-align: baseline; white-space: pre-wrap;">Because the more it gets stolen or copied the more powerful it gets as the original</span></div>
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<span style="background-color: white; color: #191919; font-family: Arial; font-style: normal; font-variant: normal; text-decoration: none; vertical-align: baseline; white-space: pre-wrap;">Now get to work and convert your brand's idea into a simple riff like Mr. Ritchie Blackmore with "Smoke on the Water" and you might smoke the <span id="docs-internal-guid-969ef27c-d9e4-18a6-6faa-b3c353ae82b1"><span style="color: #252525; vertical-align: baseline;">competition</span></span> off the water. </span></div>
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<span style="background-color: white; color: #191919; font-family: Arial; font-style: normal; font-variant: normal; font-weight: normal; text-decoration: none; vertical-align: baseline; white-space: pre-wrap;">Via Con Dios</span></div>
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Oferhttp://www.blogger.com/profile/16972000420990793088noreply@blogger.com0tag:blogger.com,1999:blog-4000099581229746223.post-88745622107103438492014-11-30T00:22:00.003-08:002014-11-30T00:24:16.524-08:00How to choose a name<div dir="rtl" style="text-align: right;" trbidi="on">
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<span style="font-family: "Times New Roman","serif"; font-size: 12.0pt; mso-fareast-font-family: "Times New Roman";">My name is Ofer (which is a FAWN in
English and some of my friends are calling me Bamby) and I play the branding
and advertising instruments in POW THINK BAND. </span></div>
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<span style="font-family: "Times New Roman","serif"; font-size: 12.0pt; mso-fareast-font-family: "Times New Roman";">The challenge of choosing a name
for a product or a service is one of the most complex challenges in
communication marketing, since it engages both personal tastes and opinions and
professional issues such as </span><span lang="EN" style="font-family: "Times New Roman","serif"; font-size: 12.0pt; mso-ansi-language: EN; mso-fareast-font-family: "Times New Roman";">Memorability</span><span style="font-family: "Times New Roman","serif"; font-size: 12.0pt; mso-fareast-font-family: "Times New Roman";">
and “Catchiness” to mention just two. </span></div>
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<span style="font-family: "Times New Roman","serif"; font-size: 12.0pt; mso-fareast-font-family: "Times New Roman";"></span><span lang="EN" style="font-family: "Times New Roman","serif"; font-size: 12.0pt; mso-ansi-language: EN; mso-fareast-font-family: "Times New Roman";">Naming is a
process and not a flash of inspiration. You find one you love in the evening and
you wake up the next day and you hate it. But then when somebody else loves it,
you start loving it again. Or the complete opposite. </span><span style="font-family: "Times New Roman","serif"; font-size: 12.0pt; mso-fareast-font-family: "Times New Roman";"></span>
</div>
<div class="MsoNormal" style="line-height: normal;">
<br /></div>
<div class="MsoNormal" style="line-height: normal;">
<b><span lang="EN" style="font-family: "Times New Roman","serif"; font-size: 12.0pt; mso-ansi-language: EN; mso-fareast-font-family: "Times New Roman";">There are no
good or bad names. </span></b><span style="font-family: "Times New Roman","serif"; font-size: 12.0pt; mso-fareast-font-family: "Times New Roman";"></span></div>
<div class="MsoNormal" style="line-height: normal;">
<br /></div>
<div class="MsoNormal" style="line-height: normal;">
<span lang="EN" style="font-family: "Times New Roman","serif"; font-size: 12.0pt; mso-ansi-language: EN; mso-fareast-font-family: "Times New Roman";">It all depends
on the purpose and cause that was specified clearly when that baby product or
service was born<b>. You See, </b>A name is just a vessel. It carries an
emotional cargo for the people that made it and for the people that will know
it when will make its debut. </span><span style="font-family: "Times New Roman","serif"; font-size: 12.0pt; mso-fareast-font-family: "Times New Roman";"></span></div>
<div class="MsoNormal" style="line-height: normal;">
<br /></div>
<div class="MsoNormal" style="line-height: normal; margin-bottom: 0.0001pt;">
<b><span lang="EN" style="font-family: "Times New Roman","serif"; font-size: 12.0pt; mso-ansi-language: EN; mso-fareast-font-family: "Times New Roman";">There is right
or wrong names. </span></b><span style="font-family: "Times New Roman","serif"; font-size: 12.0pt; mso-fareast-font-family: "Times New Roman";"></span></div>
<div class="MsoNormal" style="line-height: normal;">
<br /></div>
<div class="MsoNormal" style="line-height: normal;">
<u><span lang="EN" style="background: yellow; font-family: "Times New Roman","serif"; font-size: 12.0pt; mso-ansi-language: EN; mso-fareast-font-family: "Times New Roman";">Here are some benchmarks for choosing the right name</span></u><span style="font-family: "Times New Roman","serif"; font-size: 12.0pt; mso-fareast-font-family: "Times New Roman";"></span></div>
<div class="MsoNormal" style="line-height: normal;">
<span style="font-family: "Times New Roman","serif"; font-size: 12.0pt; mso-fareast-font-family: "Times New Roman";"><br style="mso-special-character: line-break;" />
<br style="mso-special-character: line-break;" />
</span></div>
<div class="MsoNormal" style="line-height: normal;">
<b><span lang="EN" style="font-family: "Times New Roman","serif"; font-size: 12.0pt; mso-ansi-language: EN; mso-fareast-font-family: "Times New Roman";">1. </span></b><span lang="EN" style="font-family: "Times New Roman","serif"; font-size: 12.0pt; mso-ansi-language: EN; mso-fareast-font-family: "Times New Roman";">Before choosing
a name one needs to look at the category they will compete and see what kind of
names dominate it. For example, ORANGE entered the mobile category which was
dominated by “Techy” brand names like TMOBILE, VODAFONE, and CELLCOM. Now,
ORANGE was built as an “Optimistic” and not a “Technological” brand, so it
needed a completely different and almost bizarre name to stand out and
communicate its brand values and identity. It is called a lighthouse identity
which is one of the building blocks of a <u>challenger brand</u> but this is a
different story you don’t have time to hear).</span><span style="font-family: "Times New Roman","serif"; font-size: 12.0pt; mso-fareast-font-family: "Times New Roman";"></span></div>
<div class="MsoNormal" style="line-height: normal;">
<br /></div>
<div class="MsoNormal" style="line-height: normal;">
<b><span lang="EN" style="font-family: "Times New Roman","serif"; font-size: 12.0pt; mso-ansi-language: EN; mso-fareast-font-family: "Times New Roman";">2.</span></b><span lang="EN" style="font-family: "Times New Roman","serif"; font-size: 12.0pt; mso-ansi-language: EN; mso-fareast-font-family: "Times New Roman";"> The right name
tells a story or at least invites you to investigate its meaning and connect it
with its emotional and rational cargo. Why did they call it TOY</span><span style="font-family: "Times New Roman","serif"; font-size: 12.0pt; mso-fareast-font-family: "Times New Roman";">’R’US? NIKE??WHATSAPP?HELLS PIZZA? GEEK SQUAD?LUSH?IKEA?PINK
FLOYD?THE WHITE HOUSE?</span></div>
<div class="MsoNormal" style="line-height: normal;">
<br /></div>
<div class="MsoNormal" style="line-height: normal;">
<b><span style="font-family: "Times New Roman","serif"; font-size: 12.0pt; mso-fareast-font-family: "Times New Roman";">3.</span></b><span style="font-family: "Times New Roman","serif"; font-size: 12.0pt; mso-fareast-font-family: "Times New Roman";">
Looking for a right name can be performed in several disciplines of names:</span></div>
<div class="MsoNormal" style="line-height: normal;">
<span style="font-family: "Times New Roman","serif"; font-size: 12.0pt; mso-fareast-font-family: "Times New Roman";">A. <b>Names that communicate the
product or service in a direct way</b>: <span style="background: lime;">FACEBOOK</span>
(the </span><span lang="EN" style="font-family: "Times New Roman","serif"; font-size: 12.0pt; mso-ansi-language: EN; mso-fareast-font-family: "Times New Roman";"> name is
derived from the common name colleges and universities give the book containing
the pictures of first-year students, so they can become more familiar
with each other.</span><span style="font-family: "Times New Roman","serif"; font-size: 12.0pt; mso-fareast-font-family: "Times New Roman";"></span></div>
<div class="MsoNormal" style="line-height: normal;">
<br /></div>
<div class="MsoNormal" style="line-height: normal;">
<span style="font-family: "Times New Roman","serif"; font-size: 12.0pt; mso-fareast-font-family: "Times New Roman";">B. <b>Names that communicate an
category related idea that the product or company believes in</b> : <span style="background: lime;">NIKE</span> (in Greek mythology, <b>Nike</b>, was a
goddess who personified victory).</span></div>
<div class="MsoNormal" style="line-height: normal;">
<span style="font-family: "Times New Roman","serif"; font-size: 12.0pt; mso-fareast-font-family: "Times New Roman";">C. <b>Names that communicate a
certain feeling or atmosphere</b>: <b><span style="background: lime;">Häagen-Dazs</span></b>
is an American ice cream brand that wanted to communicate a Scandinavian aroma
because of the coolness associated with northern Europe. By the way the
words are meaningless.</span></div>
<div class="MsoNormal" style="line-height: normal;">
<br /></div>
<div class="MsoNormal" style="line-height: normal;">
<span style="font-family: "Times New Roman","serif"; font-size: 12.0pt; mso-fareast-font-family: "Times New Roman";">D<b>. Names that communicate nothing
but were conceived for a personal factor: <span style="background: lime;">KODAK</span>
(</b>The founder George Eastman confessed to a liking for 'K', partly because
his mother's maiden name was Kilbourn but also because it seemed to him 'a
strong, incisive sort of letter.</span></div>
<div class="MsoNormal" style="line-height: normal;">
<br /></div>
<div class="MsoNormal" style="line-height: normal;">
<span style="font-family: "Times New Roman","serif"; font-size: 12.0pt; mso-fareast-font-family: "Times New Roman";">4. </span><span lang="EN" style="font-family: "Times New Roman","serif"; font-size: 12.0pt; mso-ansi-language: EN; mso-fareast-font-family: "Times New Roman";">It is like your name<span dir="RTL"></span><span dir="RTL"><span dir="RTL"></span> </span><span dir="LTR"></span><span dir="LTR"></span>(write
your name here)<b>,</b></span><b><span lang="EN" style="font-family: "Times New Roman","serif"; font-size: 24.0pt; mso-ansi-language: EN; mso-fareast-font-family: "Times New Roman";"> </span></b><span lang="EN" style="font-family: "Times New Roman","serif"; font-size: 12.0pt; mso-ansi-language: EN; mso-fareast-font-family: "Times New Roman";">It has so many meanings and reasoning for so many people
and every one of them tells its own story because of the reasons and context it
was conceived in.</span><span style="font-family: "Times New Roman","serif"; font-size: 12.0pt; mso-fareast-font-family: "Times New Roman";"></span></div>
<div class="MsoNormal" style="line-height: normal;">
<br /></div>
<div class="MsoNormal" style="line-height: normal;">
<span style="font-family: "Times New Roman","serif"; font-size: 12.0pt; mso-fareast-font-family: "Times New Roman";">I hope I helped or at least put you
in a different and more enlighten place for choosing the right name for your
project. On a personal note I can say that when a brand finally picks a name, a
king of magic happens and I will say no more. </span></div>
<div class="MsoNormal" style="line-height: normal;">
<br /></div>
<div class="MsoNormal">
<br /></div>
</div>
Oferhttp://www.blogger.com/profile/16972000420990793088noreply@blogger.com0tag:blogger.com,1999:blog-4000099581229746223.post-51245048640931815142013-04-14T01:49:00.002-07:002013-04-14T01:53:48.715-07:00המציאות נושכת בישבן של העולם העסקי<div dir="rtl" style="text-align: right;" trbidi="on">
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<a href="https://blogger.googleusercontent.com/img/b/R29vZ2xl/AVvXsEiTIdo0_cb3LNx9F0pGf3x5HSvPOEFG6NSWUGJxngYrOrahYrN6qbfBEIm3JzZm6ZccjDUkENsAjnCW7jZZaa3TE3LY1ZAIS8XR6LW7VgmGWhLNEKtioB0dLxVIwzPFD8d2Rx_m5mLAm90w/s1600/268082-1984-mac-commercial.jpg" imageanchor="1" style="clear: right; float: right; margin-bottom: 1em; margin-left: 1em;"><img border="0" height="240" src="https://blogger.googleusercontent.com/img/b/R29vZ2xl/AVvXsEiTIdo0_cb3LNx9F0pGf3x5HSvPOEFG6NSWUGJxngYrOrahYrN6qbfBEIm3JzZm6ZccjDUkENsAjnCW7jZZaa3TE3LY1ZAIS8XR6LW7VgmGWhLNEKtioB0dLxVIwzPFD8d2Rx_m5mLAm90w/s320/268082-1984-mac-commercial.jpg" width="320" /></a></div>
<div class="MsoNormal" dir="RTL" style="direction: rtl; text-align: right; unicode-bidi: embed;">
<span lang="HE" style="font-family: "Arial","sans-serif"; font-size: 12.0pt; line-height: 115%; mso-ascii-theme-font: minor-bidi; mso-bidi-theme-font: minor-bidi; mso-hansi-theme-font: minor-bidi;"> </span><b>על מי אנחנו עובדים? </b>עם כל הכבוד לשיאים טכנולוגיים הנשברים מדי יום
וההאצה של המין האנושי לכיוון החיים הקלים, הנוחים ו"המדע בדיוניים", העולם
העסקי נמצא בצרות צרורות וזה כי היצירתיות נדחקת החוצה מכל המודלים העסקיים. יצירתיות
נחשבת למסוכנת, נפיצה ושמורה לכותרות יפות של כנסים עסקיים בינלאומיים. </div>
<span lang="HE" style="font-family: "Arial","sans-serif"; font-size: 12.0pt; line-height: 115%; mso-ascii-theme-font: minor-bidi; mso-bidi-theme-font: minor-bidi; mso-hansi-theme-font: minor-bidi;"></span><br />
<div class="MsoNormal" dir="RTL" style="direction: rtl; text-align: right; unicode-bidi: embed;">
<br /></div>
<div class="MsoNormal" dir="RTL" style="direction: rtl; text-align: right; unicode-bidi: embed;">
<span lang="HE" style="font-family: "Arial","sans-serif"; font-size: 12.0pt; line-height: 115%; mso-ascii-theme-font: minor-bidi; mso-bidi-theme-font: minor-bidi; mso-hansi-theme-font: minor-bidi;">ואם כבר אני מזכיר את הכנסים המפוארים הללו. זה לא משנה כמה פעמים
ייפגשו נשות ואנשי עסקים מובילים על כוס וויסקי טוב וסושי ויצפו בהתלהבות בפרסומת של
</span><span dir="LTR" style="font-family: "Arial","sans-serif"; font-size: 12.0pt; line-height: 115%; mso-ascii-theme-font: minor-bidi; mso-bidi-theme-font: minor-bidi; mso-hansi-theme-font: minor-bidi;">Apple </span><span dir="RTL"></span><span lang="HE" style="font-family: "Arial","sans-serif"; font-size: 12.0pt; line-height: 115%; mso-ascii-theme-font: minor-bidi; mso-bidi-theme-font: minor-bidi; mso-hansi-theme-font: minor-bidi;"><span dir="RTL"></span><span style="mso-spacerun: yes;"> </span>משנת 1984 (</span><span lang="HE" style="font-family: "Arial","sans-serif"; font-size: 12.0pt; line-height: 115%; mso-ascii-theme-font: minor-bidi; mso-bidi-theme-font: minor-bidi; mso-hansi-theme-font: minor-bidi;"><a href="http://www.youtube.com/watch?v=r3EbwSOpw_A">Think Different</a></span><span lang="HE" style="font-family: "Arial","sans-serif"; font-size: 12.0pt; line-height: 115%; mso-ascii-theme-font: minor-bidi; mso-bidi-theme-font: minor-bidi; mso-hansi-theme-font: minor-bidi;">) ויגידו לעצמם שהם דוגלים בחזון הזה תוך כדי
טפיחה עצמית על השכם. זה לא ישנה את המציאות הרובוטית של 2013. אם כבר אני משתמש בפרסומת
של סטיב ג'ובס, אזי רוב העובדים המועסקים כיום בחברות וארגונים
קרובים יותר לעבדים המסוממים עם אידיאולוגיה של עבודת הפרך המופיעים בפרסומת, <span style="mso-spacerun: yes;"> </span>מכפי שמנהלות ומנהלים ירצו להודות. </span></div>
<div class="MsoNormal" dir="RTL" style="direction: rtl; text-align: right; unicode-bidi: embed;">
<br /></div>
<div class="MsoNormal" dir="RTL" style="direction: rtl; text-align: right; unicode-bidi: embed;">
<br /></div>
<div class="MsoNormal" dir="RTL" style="direction: rtl; text-align: right; unicode-bidi: embed;">
<span lang="HE" style="font-family: "Arial","sans-serif"; font-size: 12.0pt; line-height: 115%; mso-ascii-theme-font: minor-bidi; mso-bidi-theme-font: minor-bidi; mso-hansi-theme-font: minor-bidi;"><b>אנשים יצירתיים בכל התחומים עוזבים.</b> מתפטרים או מפוטרים. ושלא נטעה. מותה
של היצירתיות לא שמור רק לתעשיות התקשורת, השיווק והפרסום. המגפה מתפשטת בכל
החברות הקיימות בעולם. כמעט. אף אחד לא יכול להיות יצירתי באווירה של לחץ ופחד
שדוחפת אותך להיות הרבה יותר יעיל מאשר יצירתי. </span></div>
<div class="MsoNormal" dir="RTL" style="direction: rtl; text-align: right; unicode-bidi: embed;">
<br /></div>
<div class="MsoNormal" dir="RTL" style="direction: rtl; text-align: right; unicode-bidi: embed;">
<b><span lang="HE" style="font-family: "Arial","sans-serif"; font-size: 12.0pt; line-height: 115%; mso-ascii-theme-font: minor-bidi; mso-bidi-theme-font: minor-bidi; mso-hansi-theme-font: minor-bidi;">והנה האירוניה:</span></b></div>
<div class="MsoNormal" dir="RTL" style="direction: rtl; text-align: right; unicode-bidi: embed;">
<br /></div>
<div class="MsoNormal" dir="RTL" style="direction: rtl; text-align: right; unicode-bidi: embed;">
<span lang="HE" style="font-family: "Arial","sans-serif"; font-size: 12.0pt; line-height: 115%; mso-ascii-theme-font: minor-bidi; mso-bidi-theme-font: minor-bidi; mso-hansi-theme-font: minor-bidi;">ככל שהעולם הופך להיות יותר מורכב, רב מימדי ומעורפל ואנחנו נכנסים
לעידן שתואר ע"י "גוגל" </span></div>
<div class="MsoNormal" dir="RTL" style="direction: rtl; text-align: right; unicode-bidi: embed;">
<span lang="HE" style="font-family: "Arial","sans-serif"; font-size: 12.0pt; line-height: 115%; mso-ascii-theme-font: minor-bidi; mso-bidi-theme-font: minor-bidi; mso-hansi-theme-font: minor-bidi;">כ"</span><span dir="LTR"></span><span dir="LTR" lang="HE" style="font-family: "Arial","sans-serif"; font-size: 12.0pt; line-height: 115%; mso-ascii-theme-font: minor-bidi; mso-bidi-theme-font: minor-bidi; mso-fareast-font-family: "Times New Roman"; mso-hansi-theme-font: minor-bidi;"><span dir="LTR"></span>
</span><span dir="LTR" style="font-family: "Arial","sans-serif"; font-size: 12.0pt; line-height: 115%; mso-ascii-theme-font: minor-bidi; mso-bidi-theme-font: minor-bidi; mso-fareast-font-family: "Times New Roman"; mso-hansi-theme-font: minor-bidi;">Age of
acceleration of everything</span><span dir="RTL"></span><span lang="HE" style="font-family: "Arial","sans-serif"; font-size: 12.0pt; line-height: 115%; mso-ascii-theme-font: minor-bidi; mso-bidi-theme-font: minor-bidi; mso-fareast-font-family: "Times New Roman"; mso-hansi-theme-font: minor-bidi;"><span dir="RTL"></span>",
חברות צריכות להיות הרבה יותר יצירתיות, לא פחות. </span></div>
<div class="MsoNormal" dir="RTL" style="direction: rtl; text-align: right; unicode-bidi: embed;">
<br /></div>
<div class="MsoNormal" dir="RTL" style="direction: rtl; text-align: right; unicode-bidi: embed;">
<b><span lang="HE" style="font-family: "Arial","sans-serif"; font-size: 12.0pt; line-height: 115%; mso-ascii-theme-font: minor-bidi; mso-bidi-theme-font: minor-bidi; mso-fareast-font-family: "Times New Roman"; mso-hansi-theme-font: minor-bidi;">מבזק
חדשות למנכ"לים ובעלי חברות: </span></b></div>
<div class="MsoNormal" dir="RTL" style="direction: rtl; text-align: right; unicode-bidi: embed;">
<br /></div>
<div class="MsoNormal" dir="RTL" style="direction: rtl; text-align: right; unicode-bidi: embed;">
<span lang="HE" style="font-family: "Arial","sans-serif"; font-size: 12.0pt; line-height: 115%; mso-ascii-theme-font: minor-bidi; mso-bidi-theme-font: minor-bidi; mso-fareast-font-family: "Times New Roman"; mso-hansi-theme-font: minor-bidi;">תשכחו ממודלים
עסקיים ומודלים תקשורתיים. מה שחשוב ביותר כיום לטעמי הוא מודל ה"רגשי"
שלכם, המודל שבאמצעותו תקבלו יחס, מעורבות ואכפתיות מהעובדים שלכם מאחר והם בתורם
יעבירו את היחס הזה ללקוחות שלכם. שימו לב שהאנשים שעובדים כיום עבורכם ובכלל בכל
התעשיות, הם הרבה יותר חכמים, יותר מחוברים ומודעים לעצמם מאשר אי פעם. החברות הכי
מצליחות לטווח ארוך יהיו אלה שיתרכזו על מתן משמעות ומטרה עליונה לאנשים שלהן. וניטשה
כבר אמר את זה במשפט מופלא: </span></div>
<div class="MsoNormal" dir="RTL" style="direction: rtl; text-align: right; unicode-bidi: embed;">
<br /></div>
<div class="MsoNormal" style="line-height: normal; mso-margin-bottom-alt: auto; mso-margin-top-alt: auto;">
<span dir="LTR"></span><b><span style="font-family: "Arial","sans-serif"; font-size: 12.0pt; mso-ascii-theme-font: minor-bidi; mso-bidi-theme-font: minor-bidi; mso-fareast-font-family: "Times New Roman"; mso-hansi-theme-font: minor-bidi;"><span dir="LTR"></span>“ Who has a WHY to live for can bear almost any HOW”.</span></b></div>
</div>
Oferhttp://www.blogger.com/profile/16972000420990793088noreply@blogger.com0tag:blogger.com,1999:blog-4000099581229746223.post-83684156656041312772013-04-08T23:09:00.002-07:002013-04-08T23:09:30.281-07:00מחיר המיתוג<div dir="rtl" style="text-align: right;" trbidi="on">
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<span lang="HE" style="color: black; font-family: "Arial","sans-serif"; font-size: 11.5pt; mso-fareast-font-family: "Times New Roman";">שמעתי שיחה בין שני חברים בתחנת דלק של הפזנון,
בית ינאי. "אחי, אתה חייב לאכול את הארטבורגר של מוזס. ב"ז של
המבורגר". "איך קראת לו", שאל השני. "ארטבורגר. ככה הם
קוראים לו. אבל זה לא שייך. זו סתם הפלצה של פרסומאי. זה אחלה המבורגר
שבעולם אני אומר לך". "כמה הם לוקחים עליו?" הייתה השאלה הבאה.
"יקר החרא הזה" אמר הראשון, "זה מחיר המיתוג" הייתה
התשובה. </span><span dir="LTR" style="font-family: "Times New Roman","serif"; font-size: 12.0pt; mso-fareast-font-family: "Times New Roman";"></span></div>
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<span lang="HE" style="color: black; font-family: "Arial","sans-serif"; font-size: 11.5pt; mso-fareast-font-family: "Times New Roman";"><b>למיתוג יש מחיר. </b>אנחנו משלמים אותו כתשלום עבור
הרצון שלנו להרגיש. להרגיש משהו אל הדבר הזה שקנינו. משהו שישדרג את חווית השימוש
למקומות שאי אפשר לשפוט בשכל. לרוב לא קורה שההרגשה הזו הולמת את המוצר העטוף
במיתוג הזה. לרוב המיתוג הוא הבטחה שלא מתממשת. במקרה של ה"ארטבורגר", ביקשה
רשת ההמבוגרים לבדל את המוצר שלה ע"י שם "אומנותי" כדי להצדיק את
המחיר שלו אבל מה שהיא עשתה בפועל הוא להעמיד מחסום מלאכותי בינה לבין הלקוחות
והתעלמה מיכולת המוצר המשובח שלה "לדבר" עם הלקוחות באופן יותר טבעי
וחסר מאמץ. </span></div>
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<span lang="HE" style="color: black; font-family: "Arial","sans-serif"; font-size: 11.5pt; mso-fareast-font-family: "Times New Roman";"><b>מיתוג הוא תהליך לא רצוני בעיני. </b>הוא קורה. לאנשים
ולעסקים, לחי, צומח ודומם. מיתוג הוא פשוט ההשתקפות הרגשית שלהם אצל הצד השני
שמותירה או לא מותירה רושם. מיתוג טוב הוא דיאלוג בין יצרן הרגש לצרכן הרגש. למותג
טוב אין פג תוקף כל עוד הדיאלוג מתקיים. <span style="mso-spacerun: yes;"> </span></span></div>
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<a href="https://blogger.googleusercontent.com/img/b/R29vZ2xl/AVvXsEga7KsSKNJuXuPiFl_OmdmCbvSvtwk4QsGaRRhxIbkrOLFaHWXMjlqcaMTYATj-o34Wb1uuW_ke_OEYhFCyB7dsgeS-4woHNk2ZuxQp3i3i1wsR9ZpGhOq77eOrfcpt2Ol5GweMoAcnohJE/s1600/338452991_58512b2f82.jpg" imageanchor="1" style="clear: right; float: right; margin-bottom: 1em; margin-left: 1em;"><img border="0" height="240" src="https://blogger.googleusercontent.com/img/b/R29vZ2xl/AVvXsEga7KsSKNJuXuPiFl_OmdmCbvSvtwk4QsGaRRhxIbkrOLFaHWXMjlqcaMTYATj-o34Wb1uuW_ke_OEYhFCyB7dsgeS-4woHNk2ZuxQp3i3i1wsR9ZpGhOq77eOrfcpt2Ol5GweMoAcnohJE/s320/338452991_58512b2f82.jpg" width="320" /></a><span lang="HE" style="color: black; font-family: "Arial","sans-serif"; font-size: 11.5pt; mso-fareast-font-family: "Times New Roman";"><b>כמו המקרה של הונטולין שלי. </b>מגיל 5 אני מחזיק אותו
ביד כשאני הולך לישון (עד עצם היום הזה, בגיל 47). צורתו כמעט ולא השתנתה, אריזתו
לא השתנתה כלומר נשארה רפואית, סתמית ולא יפה. אבל הוא השמיכה של הילד הקטן שאיתה
הוא נרדם. הוא האישור שיהיה טוב. הוא ההבטחה שלא משנה מה, אני אתעורר בבוקר. טעמו
של האויר הקר הנחלץ מהבקבוקון הספריי הוא טעם החיים, ולא של קוקה קולה. חברת </span><span dir="LTR" style="color: black; font-family: "Arial","sans-serif"; font-size: 11.5pt; mso-fareast-font-family: "Times New Roman";">GSK</span><span dir="RTL"></span><span lang="HE" style="color: black; font-family: "Arial","sans-serif"; font-size: 11.5pt; mso-fareast-font-family: "Times New Roman";"><span dir="RTL"></span> יודעת את זה. או שאני
מדמיין שהיא יודעת את זה אבל בכל מקרה, זה לא משנה. כי מיתוג, היכולת של מוצר
להפיק רגש מהמשתמש בו או הרוצה בו והוא כאמור, תהליך סובייקטיבי שאוגר בתוכו הרבה
יותר מאשר מוצר טוב שפותר בעיה. במקרה שלי, אסתמה. </span></div>
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<span lang="HE" style="color: black; font-family: "Arial","sans-serif"; font-size: 11.5pt; mso-fareast-font-family: "Times New Roman";"><b>והנה אתמול, </b>ניגשתי לרוקחת עם המרשם הקבוע
לונטולין שלי וקיבלתי ונטולין חדש. של חברת "טבע". אריזה חדשה עם פרח,
מעוצבת, נקייה באדום ובורדו, ממש כמו בספר המיתוג. בהתחלה נדהמתי מהתגובה שלי
שהייתה שלילית לחלוטין וסירבתי אפילו לבדוק אותו. רוצה את המוכר והאהוב שלי. ובכל
זאת, שכנעה אותו שזה אותו דבר שהרי הפטנט על הונטולין של </span><span dir="LTR" style="color: black; font-family: "Arial","sans-serif"; font-size: 11.5pt; mso-fareast-font-family: "Times New Roman";">GSK</span><span dir="RTL"></span><span lang="HE" style="color: black; font-family: "Arial","sans-serif"; font-size: 11.5pt; mso-fareast-font-family: "Times New Roman";"><span dir="RTL"></span> נגמר וחברת "טבע"
הזדרזה כדרכה כמובילת שוק התרופות הג'אנריות, לייצר את תחליף הונטולין שלה. </span></div>
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<span lang="HE" style="color: black; font-family: "Arial","sans-serif"; font-size: 11.5pt; mso-fareast-font-family: "Times New Roman";"><b>חזרתי הביתה עם החיה החדשה וה"ממותגת"
כמו שכתוב בספר</b>. הוצאתי אותה מהאריזה הקטנה ואכן, ה"ונטולין" של "טבע"
יותר קטן, חמוד<span style="mso-spacerun: yes;"> </span>ובצבעי הונטולין המקורי
שלי. לקחתי שאיפה אחת. ועוד אחת. ולא. לא הרגשתי בבית. יכול להיות שהוא עושה את
העבודה אבל ה"עבודה" היא לא רק פתיחת הסימפונות ותחושת ההקלה.
ה"עבודה" היא גם דיאלוג עם היד שלי, עם בלוטות הטעם שלי, עם הילד הקטן
שבי שמפחד להיחנק ורוצה תרופה ולא צעצוע. הלכתי או יותר נכון, בת זוגתי הלכה
לחמישה בתי מרקחת שונים עד שהונטולין הנכון חזר הביתה. </span></div>
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<span lang="HE" style="color: black; font-family: "Arial","sans-serif"; font-size: 11.5pt; mso-fareast-font-family: "Times New Roman";"><b>זה מחיר המיתוג מבחינתי. </b>המאמץ שאני עושה כדי לקבל
את התחושה שאני רוצה. יעשו נכון הרבה חברות אם יבינו בדיוק מהו הפטנט שמייצר את
הרגש עבור המוצרים שלהם ויילכו בעקבותיו. יאמינו קצת יותר במוצרים שלהם, ופחות
בעטיפה הטכנית ( עיצוב, שם, פרסום, גימיקים) שבו הן עוטפות אותם. </span></div>
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<u><b><span lang="HE" style="color: black; font-family: "Arial","sans-serif"; font-size: 11.5pt; mso-fareast-font-family: "Times New Roman";">לטעמי, התוכן הוא זה שתמיד מייצר את הרגש הכי
מקורי וטהור ולא הקנקן שבו הוא אחוז. </span></b></u></div>
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<span lang="HE" style="color: black; font-family: "Arial","sans-serif"; font-size: 11.5pt; mso-fareast-font-family: "Times New Roman";">אבל זה רק אני, הילד עם הונטולין. </span></div>
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Oferhttp://www.blogger.com/profile/16972000420990793088noreply@blogger.com0tag:blogger.com,1999:blog-4000099581229746223.post-7047853573821350882013-03-04T23:18:00.001-08:002013-03-04T23:18:27.998-08:00למה מי ולמה מה כצורה חדשה להסתכל על הבטחת מותג.<div dir="rtl" style="text-align: right;" trbidi="on">
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<a href="https://blogger.googleusercontent.com/img/b/R29vZ2xl/AVvXsEh59NfCWa8R1hOKk-Y-IL8DSi_55u7SQ68PfhSa7dmW08cPDLCvlOJwSrH0zEQOhm7j_FRBIG8yxMlfdvKteGMYXu208Ou4Q_u-t0Rp4sZBxKgeQyeTdSNY1X2MXeaWwle3jg9VRFTgdOLy/s1600/post-image-823_t156.gif" imageanchor="1" style="clear: right; float: right; margin-bottom: 1em; margin-left: 1em;"><img border="0" src="https://blogger.googleusercontent.com/img/b/R29vZ2xl/AVvXsEh59NfCWa8R1hOKk-Y-IL8DSi_55u7SQ68PfhSa7dmW08cPDLCvlOJwSrH0zEQOhm7j_FRBIG8yxMlfdvKteGMYXu208Ou4Q_u-t0Rp4sZBxKgeQyeTdSNY1X2MXeaWwle3jg9VRFTgdOLy/s1600/post-image-823_t156.gif" /></a><b><span lang="HE" style="font-family: "Arial","sans-serif"; mso-ascii-font-family: Calibri; mso-hansi-font-family: Calibri;">"אם הייתה לי שעה לפתור בעיה שחיי
היו תלויים בפתרונה, הייתי מבלה את 55 הדקות הראשונות בניסיון להגדיר<span style="mso-spacerun: yes;"> </span>את השאלה הנכונה כי ברגע שאמצא אותה, אוכל
לפתור את הבעיה בחמש דקות". (אלברט איינשטיין). </span></b></div>
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<b><span lang="HE" style="font-family: "Arial","sans-serif"; mso-ascii-font-family: Calibri; mso-hansi-font-family: Calibri;"></span></b></div>
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<b><span lang="HE" style="font-family: "Arial","sans-serif"; mso-ascii-font-family: Calibri; mso-hansi-font-family: Calibri;"></span></b></div>
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<b><span lang="HE" style="font-family: "Arial","sans-serif"; mso-ascii-font-family: Calibri; mso-hansi-font-family: Calibri;"><span class="hps"></span></span></b></div>
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<span class="hps"><span lang="HE" style="font-family: "Arial","sans-serif"; mso-ascii-font-family: Calibri; mso-hansi-font-family: Calibri;">מקובל לחשוב על
מותגים במונחים של הצהרות או הבטחות. מה אומר המותג, מה הוא מבטיח. בסוף זה נגמר
בסיסמה זו או אחרת עם חרוז זה או אחר. </span></span></div>
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<span class="hps"><span lang="HE" style="font-family: "Arial","sans-serif"; mso-ascii-font-family: Calibri; mso-hansi-font-family: Calibri;">הנה מחשבה. או יותר
נכון, שאלה. או יותר תרגיל מחשבתי קליל. </span></span></div>
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<span class="hps"><span lang="HE" style="font-family: "Arial","sans-serif"; mso-ascii-font-family: Calibri; mso-hansi-font-family: Calibri;">אם נחשוב על ההבטחה
המותגית בפורמט של שאלה, זה יכול להיות מעניין ואף מגניב אם תשאלו אותי. אם נחשוב
שמותגים, שלנו או אלה הפונים אלינו, שואלים אותנו שאלה (ושאלה טובה) במקום לומר סתם
אמירה עם סימן קריאה, שלושה אצל רוב המותגים בארץ, בסופה,</span></span><span class="hps"><span lang="HE" style="font-family: "Arial","sans-serif"; mso-ascii-font-family: Calibri; mso-hansi-font-family: Calibri;"> אני חושב שזה יהיה מעניין
כדרך חדשה לבחון את חוזקה של הבטחת המותג. אם יש משהו שלמדתי בשנותיי כאיש
קריאייטיב בפרסום הוא שלא משנה <b>מה</b> אתה אומר אלא <b>איך</b> אתה אומר את זה.</span></span></div>
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<span class="hps"><span lang="HE" style="font-family: "Arial","sans-serif"; mso-ascii-font-family: Calibri; mso-hansi-font-family: Calibri;"> </span></span>
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<span class="hps"><span lang="HE" style="font-family: "Arial","sans-serif"; mso-ascii-font-family: Calibri; mso-hansi-font-family: Calibri;">וזה נכון גם להבטחה
הבסיסית שכל מותג מבטיח לצרכניו, לקוחותיו, ואם הוא ממש רציני, לעולם כולו. </span></span></div>
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<span class="hps"><span lang="HE" style="font-family: "Arial","sans-serif"; mso-ascii-font-family: Calibri; mso-hansi-font-family: Calibri;">בואו נחשוב לרגע על
קמפיין טוב של מותג כאחד ששואל שאלה שעליה יש רק תשובה אחת ברורה. </span></span></div>
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<span class="hps"><span lang="HE" style="font-family: "Arial","sans-serif"; mso-ascii-font-family: Calibri; mso-hansi-font-family: Calibri;">למשל, הקמפיינים
של </span></span><b><span class="hps"><span dir="LTR">Axe</span></span></b><span class="hps"><span lang="HE" style="font-family: "Arial","sans-serif"; mso-ascii-font-family: Calibri; mso-hansi-font-family: Calibri;"><b> </b>שואלים בחורים
צעירים שאלה "האם אתם רוצים להשיג את הבחורה הלילה"? התשובה של קהל היעד
תהיה כנראה תמיד "כן וכמה שיותר". </span></span></div>
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<span class="hps"><span lang="HE" style="font-family: "Arial","sans-serif"; mso-ascii-font-family: Calibri; mso-hansi-font-family: Calibri;"><b>ג'וני ווקר </b>שואל גברים "אתם
רוצים להישאר במקום שלכם לכל החיים או שאתם רוצים להיות מישהו"? גם כאן
התשובה די ברורה. </span></span></div>
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<span class="hps"><span lang="HE" style="font-family: "Arial","sans-serif"; mso-ascii-font-family: Calibri; mso-hansi-font-family: Calibri;"><b>קוקה קולה</b> שואלת "האם אתם רוצים להרגיש טוב?" וגם כאן,
התשובה היא "כן" ברוב הפעמים.</span></span><span dir="LTR"><br />
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</span><span class="hps"><span lang="HE" style="font-family: "Arial","sans-serif"; mso-ascii-font-family: Calibri; mso-hansi-font-family: Calibri;">אין ספק שזהו הקסם
הקריאטיבי שנוצק בהבטחת המותג, שעושה את השאלה כל כך מפתה ולפעמים לפעמים גם מרגשת,
אבל עדיין, יש כאן שאלה. </span></span></div>
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<span class="hps"><span lang="HE" style="font-family: "Arial","sans-serif"; mso-ascii-font-family: Calibri; mso-hansi-font-family: Calibri;">נסו להסתכל על
הבטחת המותג שלכם דרך העדשה הזו. מהי השאלה שאתם שואלים את הצרכן שלכם באמצעות
התקשורת השיווקית שלכם? או את העולם בכלל? האם לשאלה יש רק תשובה אחת? אם אתם
מוצאים שקשה להשיב על השאלה שלכם הסיבה היא כנראה בגלל ש א. אתם או המותג שפונה
אליכם פשוט מציבים ראי מול הצרכן או הלקוח באמצעות התקשורת (כך שבעצם נשאלת כאן
שאלה מאוד חלשה "האם זה אתה? והצרכן עונה "כן, אז מה?" כך אגב,
פועלים רוב המותגים בעולם אחרי שהם מבררים אצל קבוצות המיקוד שלהם מה צרכנים
רוצים, צריכים או איך הם רואים את עצמם) או ב. שיש לכם הצעה מאוד עמומה כלומר,
שאלה מאוד לא ברורה ומעורפלת. </span></span></div>
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<span class="hps"><span lang="HE" style="font-family: "Arial","sans-serif"; mso-ascii-font-family: Calibri; mso-hansi-font-family: Calibri;">אי אפשר להתקיים
כמותג עם ערפול לאורך זמן והעידן הדיגיטלי יחד עם הרשתות החברתיות מוכיחים את זה
מדי יום. אני חושב שעידן הדיאלוג בין מותגים לצרכנים דורש תקשורת יותר ברורה
וממוקדת כלומר, שאלה יותר ברורה וחדה על מנת לייצר את תשומת הלב הכה נדירה
ובעקבותיה גם משהו שמזכיר נאמנות וצמיחה, <span style="mso-spacerun: yes;"> </span>לאורך זמן. </span></span></div>
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<span class="hps"><b><span lang="HE" style="font-family: "Arial","sans-serif"; mso-ascii-font-family: Calibri; mso-hansi-font-family: Calibri;">שיעורי בית:</span></b></span><span class="hps"><span lang="HE" style="font-family: "Arial","sans-serif"; mso-ascii-font-family: Calibri; mso-hansi-font-family: Calibri;"> תחשבו על השאלה הכי פרובוקטיבית עבור
המותג/עסק שלכם. כזו שמגלמת בתוכה את ההבטחה שלכם לצרכן או ללקוח. או לעצמכם,
במקרה שאתם ממש חלק מהעסק. ותזכרו, השאלות הכי חזקות מתחילות ב"למה"
ו"איך" והחלשות ביותר הן שאלות כן/לא. </span></span><span class="hps"><span dir="LTR"></span></span></div>
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<span dir="RTL"></span><span class="hps"><span style="font-family: "Arial","sans-serif"; mso-ascii-font-family: Calibri; mso-hansi-font-family: Calibri;"><span dir="RTL"></span><span style="mso-spacerun: yes;"> </span><span lang="HE">(</span></span></span><span dir="LTR"></span><b><span dir="LTR" style="font-family: "Calibri","sans-serif"; mso-bidi-font-family: Arial;"><span dir="LTR"></span>(The Art of Powerful Questions</span></b><span dir="LTR">. by Vogt, Brown, Isaacs 2003<br style="mso-special-character: line-break;" />
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Oferhttp://www.blogger.com/profile/16972000420990793088noreply@blogger.com0tag:blogger.com,1999:blog-4000099581229746223.post-59568222347972814992013-02-11T23:47:00.000-08:002013-02-11T23:47:07.379-08:00תרימו את התחת ותתחילו לחשוב<div dir="rtl" style="text-align: right;" trbidi="on">
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<br /></div>
<div class="separator" style="clear: both; text-align: center;">
<a href="https://blogger.googleusercontent.com/img/b/R29vZ2xl/AVvXsEiNyh61rjdoCXj5CoJB_5lKvAaStTIofkhIdoEqoMrg4FSQxMpY8rD28SBDWd3FMP7DKdYnU5enR7rz75u3zkclZ_2QCMh2pXDtVl_mKvIWIdNHeoD_jOwlmtlZZwpOAMTTn0bwBN61_BMJ/s1600/hate-exercise1.jpg" imageanchor="1" style="clear: right; float: right; margin-bottom: 1em; margin-left: 1em;"><img border="0" height="245" src="https://blogger.googleusercontent.com/img/b/R29vZ2xl/AVvXsEiNyh61rjdoCXj5CoJB_5lKvAaStTIofkhIdoEqoMrg4FSQxMpY8rD28SBDWd3FMP7DKdYnU5enR7rz75u3zkclZ_2QCMh2pXDtVl_mKvIWIdNHeoD_jOwlmtlZZwpOAMTTn0bwBN61_BMJ/s320/hate-exercise1.jpg" width="320" /></a></div>
<div class="MsoNormal" dir="RTL" style="direction: rtl; line-height: normal; margin-bottom: .0001pt; margin-bottom: 0in; text-align: right; unicode-bidi: embed;">
<span lang="HE" style="font-family: "Arial","sans-serif"; font-size: 12.0pt; mso-ascii-theme-font: minor-bidi; mso-bidi-theme-font: minor-bidi; mso-fareast-font-family: "Times New Roman"; mso-hansi-theme-font: minor-bidi;">11 תרגילי כושר מחשבתי לעסקים וחברות שמגלים יום
אחד בטעות או שרואה החשבון שלהם אומר להם, שהעסק לא זז או זז לאט או זז לכיוונים
לא טובים או בכלל, יש בלאגאן. מצד שני, כמו כושר גופני, הוא שומר על הגוף כשיר
ומזומן לאתגרים. </span></div>
<div class="MsoNormal" dir="RTL" style="direction: rtl; line-height: normal; margin-bottom: .0001pt; margin-bottom: 0in; text-align: right; unicode-bidi: embed;">
<br /></div>
<div class="MsoNormal" dir="RTL" style="direction: rtl; line-height: normal; margin-bottom: .0001pt; margin-bottom: 0in; text-align: right; unicode-bidi: embed;">
<span lang="HE" style="font-family: "Arial","sans-serif"; font-size: 12.0pt; mso-ascii-theme-font: minor-bidi; mso-bidi-theme-font: minor-bidi; mso-fareast-font-family: "Times New Roman"; mso-hansi-theme-font: minor-bidi;">מטרת התרגילים היא להזכיר ולחדד לכם מי אתם,
מאיפה באתם, לאן אתם הולכים, להתניע תהליכי חשיבה קצת שונה מאלה הכתובים
ב"ספר הגדול של השיווק והמיתוג הנכון". </span></div>
<div class="MsoNormal" dir="RTL" style="direction: rtl; line-height: normal; margin-bottom: .0001pt; margin-bottom: 0in; text-align: right; unicode-bidi: embed;">
<br /></div>
<div class="MsoNormal" dir="RTL" style="direction: rtl; line-height: normal; margin-bottom: .0001pt; margin-bottom: 0in; text-align: right; unicode-bidi: embed;">
<br /></div>
<div class="MsoNormal" dir="RTL" style="direction: rtl; line-height: normal; margin-bottom: .0001pt; margin-bottom: 0in; text-align: right; unicode-bidi: embed;">
<br /></div>
<div class="MsoNormal" dir="RTL" style="direction: rtl; line-height: normal; margin-bottom: .0001pt; margin-bottom: 0in; text-align: right; unicode-bidi: embed;">
<span lang="HE" style="font-family: "Arial","sans-serif"; font-size: 12.0pt; mso-ascii-theme-font: minor-bidi; mso-bidi-theme-font: minor-bidi; mso-fareast-font-family: "Times New Roman"; mso-hansi-theme-font: minor-bidi;">קחו לכם שעה ותתרגלו כל פעם תרגיל אחר. תכתבו
הכל. הכל. הכל. שטויות, טעויות, הגיגים ודברים שבחיים לא תעשו. לא תצטערו. זה זהב
טהור. </span></div>
<div class="MsoNormal" dir="RTL" style="direction: rtl; line-height: normal; margin-bottom: .0001pt; margin-bottom: 0in; text-align: right; unicode-bidi: embed;">
<br /></div>
<span dir="LTR" style="font-family: "Times New Roman","serif"; font-size: 12.0pt; mso-fareast-font-family: "Times New Roman";"> </span>
<br /><b><span lang="HE" style="font-family: "Arial","sans-serif"; font-size: 11.5pt; mso-fareast-font-family: "Times New Roman";">תרגיל
השנאה.</span></b><span lang="HE" style="font-family: "Arial","sans-serif"; font-size: 11.5pt; mso-fareast-font-family: "Times New Roman";">(</span><span dir="LTR" style="font-family: "Arial","sans-serif"; font-size: 11.5pt; mso-fareast-font-family: "Times New Roman";">Hate Something Change Something</span><span dir="RTL"></span><span lang="HE" style="font-family: "Arial","sans-serif"; font-size: 11.5pt; mso-fareast-font-family: "Times New Roman";"><span dir="RTL"></span>, מי האויב
שלנו, מי מאיים עלינו, מה אנחנו לא אוהבים אצלו). </span><span dir="LTR" style="font-family: "Arial","sans-serif"; font-size: 11.5pt; mso-fareast-font-family: "Times New Roman";"></span></div>
<div>
<br /><b><span lang="HE" style="font-family: "Arial","sans-serif"; font-size: 11.5pt; mso-fareast-font-family: "Times New Roman";">תרגיל
ההפגנה</span></b><span lang="HE" style="font-family: "Arial","sans-serif"; font-size: 11.5pt; mso-fareast-font-family: "Times New Roman";"> (מה מניע אותנו. בעד מי או נגד
מה אנחנו ואיך זה בא לכדי ביטוי על שלט עם סימן קריאה).</span></div>
<div>
<br /><b><span lang="HE" style="font-family: "Arial","sans-serif"; font-size: 11.5pt; mso-fareast-font-family: "Times New Roman";">תרגיל
המדינה </span></b><span lang="HE" style="font-family: "Arial","sans-serif"; font-size: 11.5pt; mso-fareast-font-family: "Times New Roman";">(אם הייתם מדינה...מה היו הגבולות
שלנו, התרבות, יחסי אנוש, החוקים)</span>.<br /><b><span lang="HE" style="font-family: "Arial","sans-serif"; font-size: 11.5pt; mso-fareast-font-family: "Times New Roman";"> </span></b></div>
<div>
<b><span lang="HE" style="font-family: "Arial","sans-serif"; font-size: 11.5pt; mso-fareast-font-family: "Times New Roman";">תרגיל
החמשיר</span></b><span lang="HE" style="font-family: "Arial","sans-serif"; font-size: 11.5pt; mso-fareast-font-family: "Times New Roman";"> (חמשיר שמתאר את מה שאתם מנסים
להשיג כעסק)</span>.<br /><b><span lang="HE" style="font-family: "Arial","sans-serif"; font-size: 11.5pt; mso-fareast-font-family: "Times New Roman";"> </span></b></div>
<div>
<b><span lang="HE" style="font-family: "Arial","sans-serif"; font-size: 11.5pt; mso-fareast-font-family: "Times New Roman";">תרגיל
הקנאה</span></b><span lang="HE" style="font-family: "Arial","sans-serif"; font-size: 11.5pt; mso-fareast-font-family: "Times New Roman";"> (במי או מה אתם מקנאים, למה
ואיך לנצל את זה)</span>.</div>
<div>
<br /><b><span lang="HE" style="font-family: "Arial","sans-serif"; font-size: 11.5pt; mso-fareast-font-family: "Times New Roman";">תרגיל
האמונה </span></b><span lang="HE" style="font-family: "Arial","sans-serif"; font-size: 11.5pt; mso-fareast-font-family: "Times New Roman";">(אמונה בונה אופי. במה אתם
מאמינים שאינו שייך לתחום המקצועי אלא להיותכם אנשים)</span>.</div>
<div>
<br /><b><span lang="HE" style="font-family: "Arial","sans-serif"; font-size: 11.5pt; mso-fareast-font-family: "Times New Roman";">תרגיל
החזון</span></b><span lang="HE" style="font-family: "Arial","sans-serif"; font-size: 11.5pt; mso-fareast-font-family: "Times New Roman";"> (מה יהיה כתוב בכתבה אודותיכם
בעוד חמש שנים)</span>.</div>
<div>
<br /><b><span lang="HE" style="font-family: "Arial","sans-serif"; font-size: 11.5pt; mso-fareast-font-family: "Times New Roman";">תרגיל
"מי אנחנו</span></b><span lang="HE" style="font-family: "Arial","sans-serif"; font-size: 11.5pt; mso-fareast-font-family: "Times New Roman";">" בחמש
מילים שיהיו משפט הגיוני עם התחלה אמצע וסוף (לא לרמות עם חמש מילים בודדות
ולא קשורות תחבירית). </span></div>
<div>
<br /><b><span lang="HE" style="font-family: "Arial","sans-serif"; font-size: 11.5pt; mso-fareast-font-family: "Times New Roman";">תרגיל
ההיפוך</span></b><span lang="HE" style="font-family: "Arial","sans-serif"; font-size: 11.5pt; mso-fareast-font-family: "Times New Roman";"> (מה אם כל מה תהפכו את כל מה
שמקובל בענף שלכם על פניו. כלומר, מה אסור ולא ייעשה ולא יעלה על הדעת לעשות
בתחום שלכם. זהו תרגיל למציאת כיווני צמיחה חדשים)</span>.</div>
<div>
<br /><b><span lang="HE" style="font-family: "Arial","sans-serif"; font-size: 11.5pt; mso-fareast-font-family: "Times New Roman";">תרגיל
הדשא הירוק</span></b><span lang="HE" style="font-family: "Arial","sans-serif"; font-size: 11.5pt; mso-fareast-font-family: "Times New Roman";"> (מה יקרה
אם ניקח נורמות שיווק וחווית לקוח המקובלות בעולם אחר כלומר, קטגוריה אחרת משלכם
ותיישמו אותן אצלכם. תבחנו שלל קטגוריות שונות משלכם בהן נראה על פניו שיש
יחסים אמיתיים רגשיים בין הלקוחות למותג. תבדקו את חווית המשתמש (הלקוח) שם, תבדקו
את תפקיד המקוריות והראשוניות בקטגוריה ההיא, מהי האיכות הנתפסת שם וכו')</span>.</div>
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<b><span lang="HE" style="font-family: "Arial","sans-serif"; font-size: 11.5pt; mso-fareast-font-family: "Times New Roman";">תרגיל
דנידין</span></b><span lang="HE" style="font-family: "Arial","sans-serif"; font-size: 11.5pt; mso-fareast-font-family: "Times New Roman";"> (תהפכו את כל מה שאתם עושים בעסק
או בחברה באופן סמוי או נסתר לגלוי על מנת להחצין ולהעצים את האופי הנתפס שלכם
ע"י הלקוחות ובעצם גם על ידיכם. החל מהכנת קפה מיוחדת, רומנים וכו'). </span><span dir="LTR" style="font-family: "Arial","sans-serif"; font-size: 11.5pt; mso-fareast-font-family: "Times New Roman";"></span><br /><div>
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<span lang="HE" style="color: black; font-family: "Arial","sans-serif"; font-size: 11.5pt; mso-fareast-font-family: "Times New Roman";"><u><b> טיפ : שיהיה בכיף או שלא יהיה בכלל. </b></u></span></div>
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Oferhttp://www.blogger.com/profile/16972000420990793088noreply@blogger.com0tag:blogger.com,1999:blog-4000099581229746223.post-64985857233752975772013-01-21T01:39:00.002-08:002013-01-21T01:39:41.853-08:00תגמול לקוחות על חוסר נאמנות בענף סוכני הנסיעות.<div dir="rtl" style="text-align: right;" trbidi="on">
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<div class="MsoNormal" dir="RTL" style="direction: rtl; line-height: normal; margin-bottom: .0001pt; margin-bottom: 0in; text-align: right; unicode-bidi: embed;">
<b><span dir="LTR" style="font-family: "Arial","sans-serif"; mso-fareast-font-family: "Times New Roman";"> מותו/לידתו של ענף סוכני הנסיעות</span></b></div>
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<span dir="LTR" style="font-family: "Arial","sans-serif"; mso-fareast-font-family: "Times New Roman";"><br /></span></div>
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<span lang="HE" style="font-family: "Arial","sans-serif"; mso-fareast-font-family: "Times New Roman";">"התחרות
הו התחרות הזו כל כך קשה לי אמר לי הסוכן. אחד אוכל את השני את השלישי. מה יהיה עם
התחרות הזו? איפה הימים בהם היו לקוחות נאמנים איפה? הלכו כולם לדיגיטל. הלכו
לדיגיטל. או הלכו לג'מבו". (שזה משל לחברות התעופה שמזנבות בסוכנים בהציען כרטיסי טיסה און ליין). </span></div>
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<br /></div>
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<span lang="HE" style="font-family: "Arial","sans-serif"; mso-fareast-font-family: "Times New Roman";">"ואולי",
אמרתי לסוכן, "אולי כדאי לתגמל את הלקוחות על חוסר הנאמנות שלהם? אולי אם תסתכלו
מסביב כולכם, כל הסוכנים, תגלו שביחד יהיה לכם יותר קל ליצור נאמנות לכלל הענף
שלכם? למקצוע שלכם. לאישיות שלכם. אולי במקום להילחם אחד בשני, תעזרו אחד לשני בהשבת
הלקוחות אליכם, בהמחשת הערך הגדול שלכם? כך שלפחות הלקוחות יישארו אצלכם במקום
לנדוד למתחרים האמיתיים שלכם, חברות התעופה ואתרי קניית הכרטיסים והמלונות והרכב?" </span></div>
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<b><span lang="HE" style="font-family: "Arial","sans-serif"; mso-fareast-font-family: "Times New Roman";">"לתגמל
את הלקוחות על חוסר נאמנות? אמר הסוכן. אתה השתגעת? ואני יודע שאתה הולך לתת לי
דוגמה אז קדימה". </span></b></div>
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<span lang="HE" style="font-family: "Arial","sans-serif"; mso-fareast-font-family: "Times New Roman";">ענף
בתי הקפה באנגליה סובל מחוסר תשומת לב שכן הבריטים מאוהבים בתה ואינם מודעים לעולם
הקפה העמוק והעשיר ולעובדה שלהכין קפה צריך לדעת. מקצוע לכל דבר. במקום להילחם אחד
בשני ואחד על לקוחותיו של השני, הפיק </span><span dir="LTR" style="font-family: "Arial","sans-serif";">Prufrock Coffee </span><span dir="RTL"></span><span style="font-family: "Arial","sans-serif";"><span dir="RTL"></span><span style="mso-spacerun: yes;"> </span></span><span lang="HE" style="font-family: "Arial","sans-serif"; mso-fareast-font-family: "Times New Roman";">אחד מבתי הקפה הידועים בלונדון כרטיס
"נאמנות" שמתגמל לקוחות על חוסר הנאמנות שלהם. "לך מפה ותחזור אחרי
שכבר חקרת כמה בתי קפה אחרים, אומר </span><span dir="LTR" style="font-family: "Arial","sans-serif";">Prufrock
</span><span dir="RTL"></span><span style="font-family: "Arial","sans-serif";"><span dir="RTL"></span><span style="mso-spacerun: yes;"> </span></span><span lang="HE" style="font-family: "Arial","sans-serif"; mso-fareast-font-family: "Times New Roman";">ללקוחותיו.
ענף הקפה הגיע למסקנה שבכדי לחנך את הבריטים אוהבי התה ליהנות גם מקפה משובח יש
צורך להתאחד. כדי ללמד אנשים את ההבדל בין אמריקנו, לאספרסו ולסוגי פולים של קפה
צריך לאחד כוחות. ברגע שהלקוח חוזר מטיול בין בתי הקפה השונים הוא יקבל כוס קפה
חינם ב </span><span dir="LTR" style="font-family: "Arial","sans-serif";">Prufrock </span><span dir="RTL"></span><span lang="HE" style="font-family: "Arial","sans-serif";"><span dir="RTL"></span>. יותר קפה = פחות תה. </span></div>
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<a href="https://blogger.googleusercontent.com/img/b/R29vZ2xl/AVvXsEjLgmNCs_84NEOZyshLRiHJ9Ly6g3bL5UqaqvUv8F5mjOz3yaaD_KfU6xxtC-lnPubwO0N3yw0f6QZqkLN4yVQEKw7Ya6XV6fGBddVvFy-1kR9Jv1-pb5v025iG83Mbk_V_X9Hmten-G5zY/s1600/Prufrock-dis-loyalty-card-coffee.jpg" imageanchor="1" style="margin-left: 1em; margin-right: 1em;"><img border="0" height="320" src="https://blogger.googleusercontent.com/img/b/R29vZ2xl/AVvXsEjLgmNCs_84NEOZyshLRiHJ9Ly6g3bL5UqaqvUv8F5mjOz3yaaD_KfU6xxtC-lnPubwO0N3yw0f6QZqkLN4yVQEKw7Ya6XV6fGBddVvFy-1kR9Jv1-pb5v025iG83Mbk_V_X9Hmten-G5zY/s320/Prufrock-dis-loyalty-card-coffee.jpg" width="203" /></a></div>
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<span lang="HE" style="font-family: "Arial","sans-serif";">אפשר לחשוב שהאחווה והתשוקה יחד
עם השיתוף בידע ובהנעה לפעולה של קהל שלם הם אנטי תזה לחושים עסקיים בריאים ותחרות
אכזרית אבל הם הם אלה שיכולים להניע קהל לקוחות לחזור הביתה. הסיפור הוא סיפור
הבחירה בקלפי בכל מחיר. זה לא משנה עבור מי תצביע העיקר שתצביע. תישאר בתוך המשחק.
</span></div>
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<span lang="HE" style="font-family: "Arial","sans-serif";">והסיפור של ענף סוכני הנסיעות
והתיירות <span style="mso-spacerun: yes;"> </span>הוא להשאיר את הלקוחות שלהם בתוך
המשחק. בכל מחיר. גם אם צריך פתאום לאהוב אחד את השני. לפרגן. </span></div>
</div>
Oferhttp://www.blogger.com/profile/16972000420990793088noreply@blogger.com0tag:blogger.com,1999:blog-4000099581229746223.post-67173698760538737522013-01-09T04:22:00.003-08:002013-01-09T04:22:45.730-08:00תביאו שלושה תביאו ארבעה תביאו חמישה רעיונות ותהרגו חלק בדרך. <div dir="rtl" style="text-align: right;" trbidi="on">
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<div class="MsoNormal" dir="RTL" style="direction: rtl; text-align: right; unicode-bidi: embed;">
<span class="hps"><span lang="HE" style="font-family: "Arial","sans-serif"; mso-ascii-font-family: Calibri; mso-hansi-font-family: Calibri;">חוק הברירה הטבעית של הרעיונות (מנסיוני האישי ונסיונו של עץ הליים). </span></span></div>
<div class="MsoNormal" dir="RTL" style="direction: rtl; text-align: right; unicode-bidi: embed;">
<br /></div>
<div class="MsoNormal" dir="RTL" style="direction: rtl; text-align: right; unicode-bidi: embed;">
<span class="hps"><span lang="HE" style="font-family: "Arial","sans-serif"; mso-ascii-font-family: Calibri; mso-hansi-font-family: Calibri;">נתחיל בסיפור. יעני משל. </span></span></div>
<div class="MsoNormal" dir="RTL" style="direction: rtl; text-align: right; unicode-bidi: embed;">
<br /></div>
<div class="MsoNormal" dir="RTL" style="direction: rtl; text-align: right; unicode-bidi: embed;">
<span class="hps"><span lang="HE" style="font-family: "Arial","sans-serif"; mso-ascii-font-family: Calibri; mso-hansi-font-family: Calibri;">בגינה של השכנים
שלי יש עץ ליים מיניאטורי. </span></span></div>
<div class="MsoNormal" dir="RTL" style="direction: rtl; text-align: right; unicode-bidi: embed;">
<br /></div>
<div class="MsoNormal" dir="RTL" style="direction: rtl; text-align: right; unicode-bidi: embed;">
<span class="hps"><span lang="HE" style="font-family: "Arial","sans-serif"; mso-ascii-font-family: Calibri; mso-hansi-font-family: Calibri;">אני רואה אותו בכל יום. אני רואה את השכן שלי מעניק לו
המון אהבה ותשומת לב. </span></span></div>
<div class="MsoNormal" dir="RTL" style="direction: rtl; text-align: right; unicode-bidi: embed;">
<span class="hps"><span lang="HE" style="font-family: "Arial","sans-serif"; mso-ascii-font-family: Calibri; mso-hansi-font-family: Calibri;">והעץ, יש לומר, עצונצ'יק, מייצר בתמורה כל שנה המון המון ליימים
קטנים. </span></span></div>
<h3 class="MsoNormal" style="text-align: right; unicode-bidi: embed;">
<span class="hps"><span lang="HE" style="font-family: "Arial","sans-serif"; mso-ascii-font-family: Calibri; mso-hansi-font-family: Calibri;">אבל 90% מהם לא
גדלים לגודל של יותר מאפון. ואז נופלים. ומתים. </span></span></h3>
<div class="MsoNormal" dir="RTL" style="direction: rtl; text-align: right; unicode-bidi: embed;">
<br /></div>
<div class="MsoNormal" dir="RTL" style="direction: rtl; text-align: right; unicode-bidi: embed;">
<span class="hps"><span lang="HE" style="font-family: "Arial","sans-serif"; mso-ascii-font-family: Calibri; mso-hansi-font-family: Calibri;">זה מבאס את השכן
שלי. מאוד מבאס. עד שהוא הבין מה נהיה פה. </span></span></div>
<div class="MsoNormal" dir="RTL" style="direction: rtl; text-align: right; unicode-bidi: embed;">
<br /></div>
<div class="MsoNormal" dir="RTL" style="direction: rtl; text-align: right; unicode-bidi: embed;">
<span class="hps"><span lang="HE" style="font-family: "Arial","sans-serif"; mso-ascii-font-family: Calibri; mso-hansi-font-family: Calibri;">יצא לנו לדבר על
זה. </span></span></div>
<div class="MsoNormal" dir="RTL" style="direction: rtl; text-align: right; unicode-bidi: embed;">
<br /></div>
<div class="MsoNormal" dir="RTL" style="direction: rtl; text-align: right; unicode-bidi: embed;">
<span class="hps"><span lang="HE" style="font-family: "Arial","sans-serif"; mso-ascii-font-family: Calibri; mso-hansi-font-family: Calibri;">"אני עוקב
אחרי העץ כבר כמה עונות ובסוף הבנתי שזו הדרך של העץ שלי לייצר אחלה של ליימים.
בהתחלה הוא מייצר המון ליימים קטנים מאות. נותן מאמץ גדול שיהיו הרבה על כל ענף.
ואז נותן לחלשים ליפול מעצמם ומשקיע את המאמץ רק בטובים ביותר" כך אמר השכן.</span></span></div>
<div class="MsoNormal" dir="RTL" style="direction: rtl; text-align: right; unicode-bidi: embed;">
<br /></div>
<div class="MsoNormal" dir="RTL" style="direction: rtl; text-align: right; unicode-bidi: embed;">
<span class="hps"><span lang="HE" style="font-family: "Arial","sans-serif"; mso-ascii-font-family: Calibri; mso-hansi-font-family: Calibri;">איך יודע העץ אילו
ליימים יהיו טובים לכשיגדלו ואילו יהיו נפלים? </span></span></div>
<div class="MsoNormal" dir="RTL" style="direction: rtl; text-align: right; unicode-bidi: embed;">
<span class="hps"><span lang="HE" style="font-family: "Arial","sans-serif"; mso-ascii-font-family: Calibri; mso-hansi-font-family: Calibri;">לצמחים יש יכולת קוגניטיבית לדעת מראש
(תראו את הדרך שבה החמניות בשדה מפנות את פניהן אל השמש ועוקבות אחרי מסלולה במשך
היום). </span></span></div>
<div class="MsoNormal" dir="RTL" style="direction: rtl; text-align: right; unicode-bidi: embed;">
<span class="hps"><span lang="HE" style="font-family: "Arial","sans-serif"; mso-ascii-font-family: Calibri; mso-hansi-font-family: Calibri;">עץ הליים אולי לא" יודע" כמו שאנחנו יודעים דברים אבל, ה"ליימיות"
שלו, </span></span></div>
<div class="MsoNormal" dir="RTL" style="direction: rtl; text-align: right; unicode-bidi: embed;">
<span class="hps"><span lang="HE" style="font-family: "Arial","sans-serif"; mso-ascii-font-family: Calibri; mso-hansi-font-family: Calibri;">הזהות שלו אם תרצו, טמונה טוב ב- </span></span><span class="hps"><span dir="LTR">DNA</span></span><span dir="RTL"></span><span class="hps"><span lang="HE" style="font-family: "Arial","sans-serif"; mso-ascii-font-family: Calibri; mso-hansi-font-family: Calibri;"><span dir="RTL"></span> שלו כך שהליימים הכי טובים
הם </span></span></div>
<div class="MsoNormal" dir="RTL" style="direction: rtl; text-align: right; unicode-bidi: embed;">
<span class="hps"><span lang="HE" style="font-family: "Arial","sans-serif"; mso-ascii-font-family: Calibri; mso-hansi-font-family: Calibri;">אלו שהופכים לבוגרים בשלים ומלאי מיץ וטעם. </span></span></div>
<div class="MsoNormal" dir="RTL" style="direction: rtl; text-align: right; unicode-bidi: embed;">
<br /></div>
<div class="MsoNormal" dir="RTL" style="direction: rtl; text-align: right; unicode-bidi: embed;">
<span class="hps"><b><span lang="HE" style="font-family: "Arial","sans-serif"; mso-ascii-font-family: Calibri; mso-hansi-font-family: Calibri;">ליימים כמו
רעיונות. </span></b></span></div>
<div class="MsoNormal" dir="RTL" style="direction: rtl; text-align: right; unicode-bidi: embed;">
<br /></div>
<div class="MsoNormal" dir="RTL" style="direction: rtl; text-align: right; unicode-bidi: embed;">
<span class="hps"><span lang="HE" style="font-family: "Arial","sans-serif"; mso-ascii-font-family: Calibri; mso-hansi-font-family: Calibri;">שווה לזכור את
המטפורה הזו כשבאים לבחור רעיונות. מי יוצא להורג ומי יוצא לאור. </span></span></div>
<div class="MsoNormal" dir="RTL" style="direction: rtl; text-align: right; unicode-bidi: embed;">
<br /></div>
<div class="MsoNormal" dir="RTL" style="direction: rtl; text-align: right; unicode-bidi: embed;">
<span class="hps"><u><span lang="HE" style="font-family: "Arial","sans-serif"; mso-ascii-font-family: Calibri; mso-hansi-font-family: Calibri;">תבינו את ה </span></u></span><span class="hps"><u><span dir="LTR">DNA</span></u></span><span dir="RTL"></span><span class="hps"><u><span style="font-family: "Arial","sans-serif"; mso-ascii-font-family: Calibri; mso-hansi-font-family: Calibri;"><span dir="RTL"></span> <span lang="HE">שלכם</span></span></u></span><span class="hps"><span lang="HE" style="font-family: "Arial","sans-serif"; mso-ascii-font-family: Calibri; mso-hansi-font-family: Calibri;">. </span></span></div>
<div class="MsoNormal" dir="RTL" style="direction: rtl; text-align: right; unicode-bidi: embed;">
<br /></div>
<div class="MsoNormal" dir="RTL" style="direction: rtl; text-align: right; unicode-bidi: embed;">
<span class="hps"><span lang="HE" style="font-family: "Arial","sans-serif"; mso-ascii-font-family: Calibri; mso-hansi-font-family: Calibri;">מי אתם? מה המותג
שלכם? מה הקשר ביניכם? יותר קל ככה להחליט אילו רעיונות לפתח ואילו לזרוק.</span></span></div>
<div class="MsoNormal" dir="RTL" style="direction: rtl; text-align: right; unicode-bidi: embed;">
<span class="hps"><u><span lang="HE" style="font-family: "Arial","sans-serif"; mso-ascii-font-family: Calibri; mso-hansi-font-family: Calibri;"><br /></span></u></span></div>
<div class="MsoNormal" dir="RTL" style="direction: rtl; text-align: right; unicode-bidi: embed;">
<span class="hps"><u><span lang="HE" style="font-family: "Arial","sans-serif"; mso-ascii-font-family: Calibri; mso-hansi-font-family: Calibri;">תעשירו ותזבלו את ה"אדמה" שלכם. (זבלו זבלו חופשי)</span></u></span></div>
<div class="MsoNormal" dir="RTL" style="direction: rtl; text-align: right; unicode-bidi: embed;">
<span class="hps"><u><span lang="HE" style="font-family: "Arial","sans-serif"; mso-ascii-font-family: Calibri; mso-hansi-font-family: Calibri;"><br /></span></u></span></div>
<div class="MsoNormal" dir="RTL" style="direction: rtl; text-align: right; unicode-bidi: embed;">
<span class="hps"><span lang="HE" style="font-family: "Arial","sans-serif"; mso-ascii-font-family: Calibri; mso-hansi-font-family: Calibri;">כל המוני הרעיונות</span></span><span lang="HE" style="font-family: "Arial","sans-serif"; mso-ascii-font-family: Calibri; mso-hansi-font-family: Calibri;"> </span><span dir="LTR"></span><span class="hps"><span dir="LTR"><span dir="LTR"></span>"</span></span><span class="hps"><span lang="HE" style="font-family: "Arial","sans-serif"; mso-ascii-font-family: Calibri; mso-hansi-font-family: Calibri;">החדשים"</span></span><span dir="LTR"></span><span dir="LTR" lang="HE"><span dir="LTR"></span> </span><span lang="HE" style="font-family: "Arial","sans-serif"; mso-ascii-font-family: Calibri; mso-hansi-font-family: Calibri;">שיהיו
לכם, <span class="hps">יהיו</span> תמיד זיווגים מוזרים של כל מיני דברים שיש לכם
בראש. תדאגו שיהיו לכם המון דברים בראש, מכל מיני מקומות, אנשים, תרבויות, שטויות
ומה לא. תעשירו את המוח וכך תוכלו ליצור עושר רב של רעיונות התחלתיים. </span><span dir="LTR"><br />
<br />
</span><span class="hps"><u><span lang="HE" style="font-family: "Arial","sans-serif"; mso-ascii-font-family: Calibri; mso-hansi-font-family: Calibri;">שימו את הרעיונות
שלכם בשמש</span></u></span></div>
<div class="MsoNormal" dir="RTL" style="direction: rtl; text-align: right; unicode-bidi: embed;">
<br /></div>
<div class="MsoNormal" dir="RTL" style="direction: rtl; text-align: right; unicode-bidi: embed;">
<span lang="HE" style="font-family: "Arial","sans-serif"; mso-ascii-font-family: Calibri; mso-hansi-font-family: Calibri;">מעט מאוד דברים גדלים בצל. רק אם תוציאו
את הרעיונות שלכם לאור, לשמש, לחוות דעת של אחרים (וזה לא אומר לנהוג לפיה חוות
הדעת הזו אלא רק ליצור ביקורת שתניע אתכם לחשוב שוב או להיות יצוקים עוד יותר
בדעתכם), תוכלו לדעת מי מהם ישרוד ומי לא. </span></div>
<div class="MsoNormal" dir="RTL" style="direction: rtl; text-align: right; unicode-bidi: embed;">
<br /></div>
<div class="MsoNormal" dir="RTL" style="direction: rtl; text-align: right; unicode-bidi: embed;">
<span lang="HE" style="font-family: "Arial","sans-serif"; mso-ascii-font-family: Calibri; mso-hansi-font-family: Calibri;"> </span></div>
</div>
Oferhttp://www.blogger.com/profile/16972000420990793088noreply@blogger.com0tag:blogger.com,1999:blog-4000099581229746223.post-45130476235878459712012-12-30T00:00:00.000-08:002012-12-30T00:00:05.680-08:00הרעיון הנחמד. קווים נחמדים לדמותו הנחמדה. <div dir="rtl" style="text-align: right;" trbidi="on">
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<div class="MsoNormal" dir="RTL" style="direction: rtl; text-align: right; unicode-bidi: embed;">
<span lang="HE" style="font-family: "Arial","sans-serif"; mso-ascii-font-family: Calibri; mso-hansi-font-family: Calibri;">הנחמד הוא הרעיון שמעלה חיוך של 26 מעלות
בזויות הפה ושנמשך בממוצע שנייה ושלושה רגעי שנייה. נחמד. לא מרגיז אף אחד. אין מה
לומר. נחמד. (</span><span class="hps"><span dir="LTR" lang="PL" style="mso-ansi-language: PL;">Nicea</span></span><span dir="RTL"></span><span class="hps"><span lang="HE" style="font-family: "Arial","sans-serif"; mso-ascii-font-family: Calibri; mso-hansi-font-family: Calibri;"><span dir="RTL"></span> בפולנית). </span></span></div>
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<br /></div>
<div class="MsoNormal" dir="RTL" style="direction: rtl; text-align: right; unicode-bidi: embed;">
<span class="hps"><span lang="HE" style="font-family: "Arial","sans-serif"; mso-ascii-font-family: Calibri; mso-hansi-font-family: Calibri;">הנחמד הוא חביב
הקהל. הוא לא מבקש מכם דבר חוץ מלייק. לא מבקש דעה, כי אין לו דעה. לא מבקש רגש כי
אין בו רגש. חוץ מחיבה. חיבה. </span></span></div>
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<br /></div>
<div class="MsoNormal" dir="RTL" style="direction: rtl; text-align: right; unicode-bidi: embed;">
<span class="hps"><b><span lang="HE" style="font-family: "Arial","sans-serif"; mso-ascii-font-family: Calibri; mso-hansi-font-family: Calibri;">"אני מחבב
אותך" כתבתי לילדה בכיתה ה' כי לא ידעתי מהי אהבה. גם הנחמד לא יודע. </span></b></span></div>
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<br /></div>
<div class="MsoNormal" dir="RTL" style="direction: rtl; text-align: right; unicode-bidi: embed;">
<span class="hps"><span lang="HE" style="font-family: "Arial","sans-serif"; mso-ascii-font-family: Calibri; mso-hansi-font-family: Calibri;">הנחמד יתאים לכל מה
שזז. ברצותו יהיה המגש עליו יוגש מסר נגד אונס קטינות וברצותו יעמיס עליו קמפיין
פרסום ענקי ליוגורט דל שומן שאתם פשוט חייבים לנסות. הנחמד גר בפרבר נחמד בשם "פרווה"
מחוץ לעיר הגדולה. הנחמד הינו אוהב אדם, מאוזן בנפשו, מקפיד על דיאטה מאוזנת ותורם
במשרד. </span></span></div>
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<br /></div>
<div class="MsoNormal" dir="RTL" style="direction: rtl; text-align: right; unicode-bidi: embed;">
<span class="hps"><span lang="HE" style="font-family: "Arial","sans-serif"; mso-ascii-font-family: Calibri; mso-hansi-font-family: Calibri;">הרעיון הנחמד נולד
עגול. אין בו פינות חדות ואפשר להקפיץ אותו בכיף מסביב לחדר. אפשר גם להוציא אותו
ללא חשש מחוץ לחדר ולשחק איתו עם אחרים. לא צריך ללמד איך משחקים איתו. הוא קל
משקל, מגעו כמגע העור המלאכותי, והוא מחמיא לכל הבא איתו במגע. הוא נחמד לאללה. </span></span></div>
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<br /></div>
<div class="MsoNormal" dir="RTL" style="direction: rtl; text-align: right; unicode-bidi: embed;">
<span class="hps"><span lang="HE" style="font-family: "Arial","sans-serif"; mso-ascii-font-family: Calibri; mso-hansi-font-family: Calibri;">הנחמד לא נולד לבד.
תמיד בשלישייה או חמישייה. של נחמדים. שפשוט בא לחבק ולצבוט בלחי. קוצ'י קוצ'י
קוצ'י קו! איזה מתוק. כשהוא יגדל הוא יהיה גאון של אמא. אבל הנחמד לא יגדל לעולם
מעבר לביה"ס יסודי. הנחמד יישאר לנצח בכיתה ה'. ובזה כוחו. הוא לא מתיימר
להיות מה שהוא לא. הוא נחמד. לכל אחד. יש אפילו כאלה שיגידו שהוא חמוד. וזה המון
בשביל הנחמד. חמודי. </span></span></div>
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<span class="hps"><span lang="HE" style="font-family: "Arial","sans-serif"; mso-ascii-font-family: Calibri; mso-hansi-font-family: Calibri;">הנחמד לא מבקש מכם
הרבה. לא דורש הבנה. הנחמד לא רוצה שתחשבו עליו יותר מדי. קחו אותו ותיהנו. </span></span></div>
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<span class="hps"><span lang="HE" style="font-family: "Arial","sans-serif"; mso-ascii-font-family: Calibri; mso-hansi-font-family: Calibri;">הנחמד נכנס באוזן
אחת, עובר בראש כסוכרזית הנזרקת מקצה אחד של החדר לקצה השני, ויוצא מהאוזן השנייה.
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<span class="hps"><span lang="HE" style="font-family: "Arial","sans-serif"; mso-ascii-font-family: Calibri; mso-hansi-font-family: Calibri;">הנחמד מנוסח במילים
יפות. ורודות ובוהקות בטל הבוקר. יש הקוראים להן, סיסמאות. כמה מילים שאומרות הכול
ולא אומרות דבר בו זמנית. אבל מעניקות הרגשה עילאית של בריאה. של יצירה. </span></span></div>
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<span class="hps"><span lang="HE" style="font-family: "Arial","sans-serif"; mso-ascii-font-family: Calibri; mso-hansi-font-family: Calibri;">אם אתם רוצים לראות
את הרעיון הנחמד בסביבתו הטבעית גשו לפרסומות. גשו לקיר הפייסבוק שלכם. שם הוא
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<span class="hps"><b><span lang="HE" style="font-family: "Arial","sans-serif"; mso-ascii-font-family: Calibri; mso-hansi-font-family: Calibri;">אבל</span></b></span></div>
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<div class="MsoNormal" dir="RTL" style="direction: rtl; text-align: right; unicode-bidi: embed;">
<span class="hps"><span lang="HE" style="font-family: "Arial","sans-serif"; mso-ascii-font-family: Calibri; mso-hansi-font-family: Calibri;">הנחמד יכול להיות
פיסת גאונות לו רק תתעלמו ממתיקותו ותקלפו אותה בקולפן ירקות. לפעמים הוא מסתיר
בתוכו את הרעיון הנבזי. כמו הסצנה ההיא מ"הנוסע השמיני". אבל זה כבר
בפוסט הבא. </span></span></div>
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Oferhttp://www.blogger.com/profile/16972000420990793088noreply@blogger.com0tag:blogger.com,1999:blog-4000099581229746223.post-85953910547930217092012-12-23T03:43:00.000-08:002012-12-23T03:43:18.878-08:00רעיון שמתחיל באורגזמה<div dir="rtl" style="text-align: right;" trbidi="on">
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<div class="MsoNormal" dir="RTL" style="direction: rtl; text-align: right; unicode-bidi: embed;">
<br /></div>
<div class="MsoNormal" dir="RTL" style="direction: rtl; text-align: right; unicode-bidi: embed;">
<span lang="HE" style="font-family: "Arial","sans-serif"; mso-ascii-font-family: Calibri; mso-hansi-font-family: Calibri;">הוא מגיע ללא הודעה מוקדמת. בום טראח והוא
כאן. עושה כניסה גדולה מהחיים. פרוז'קטור נדלק והוא במרכז הבמה. אין לו מתחרים.
כולם מתביישים בפינה. והוא, הוא כוכב נולד.</span></div>
<div class="MsoNormal" dir="RTL" style="direction: rtl; text-align: right; unicode-bidi: embed;">
<br /></div>
<div class="MsoNormal" dir="RTL" style="direction: rtl; text-align: right; unicode-bidi: embed;">
<span lang="HE" style="font-family: "Arial","sans-serif"; mso-ascii-font-family: Calibri; mso-hansi-font-family: Calibri;">הוא מתחנף. הוא מתלקק. הוא המשיח עם החמור
הלבן וכל התפאורה מסביב. הוא הגאולה בעצמה. וגם מביני עניין חשדניים ומנוסים
נופלים ברשתו. מתאהבים בו עד כלות הנשמה. חיוך ענק. וכמו אהבה ראשונה הוא לא דורש
מחשבה נוספת. זה זה וזהו זה. כימיה אדירה ביניכם. </span></div>
<div class="MsoNormal" dir="RTL" style="direction: rtl; text-align: right; unicode-bidi: embed;">
<br /></div>
<div class="MsoNormal" dir="RTL" style="direction: rtl; text-align: right; unicode-bidi: embed;">
<span lang="HE" style="font-family: "Arial","sans-serif"; mso-ascii-font-family: Calibri; mso-hansi-font-family: Calibri;">והוא מבטיח עולם ומלואו. פוליטיקאי בחסד
עליון. עגול. ללא פינות חדות. פרי בשל מעץ הדעת. והוא הויאגרה של האגו שעומד ניצב
וראשו בירח. הוא אומר לך שאתה הכי גדול. </span></div>
<div class="MsoNormal" dir="RTL" style="direction: rtl; text-align: right; unicode-bidi: embed;">
<br /></div>
<div class="MsoNormal" dir="RTL" style="direction: rtl; text-align: right; unicode-bidi: embed;">
<span lang="HE" style="font-family: "Arial","sans-serif"; mso-ascii-font-family: Calibri; mso-hansi-font-family: Calibri;">מחזיר לך את הביטחון שאבד במהלך החשיבה.
מרענן לך את בתי השחי עם דאודורנט מובחר בניחוח אורן טרופי, מוחה את הזיעה הקרה
ומניח מולך קערת תותים ובקבוק צונן של שמפניה. קדימה לחגוג. </span></div>
<div class="MsoNormal" dir="RTL" style="direction: rtl; text-align: right; unicode-bidi: embed;">
<br /></div>
<div class="MsoNormal" dir="RTL" style="direction: rtl; text-align: right; unicode-bidi: embed;">
<b><span lang="HE" style="font-family: "Arial","sans-serif"; mso-ascii-font-family: Calibri; mso-hansi-font-family: Calibri;">ואז אתה מציג אותו קבל עם ועדה.</span></b></div>
<div class="MsoNormal" dir="RTL" style="direction: rtl; text-align: right; unicode-bidi: embed;">
<br /></div>
<div class="MsoNormal" dir="RTL" style="direction: rtl; text-align: right; unicode-bidi: embed;">
<span lang="HE" style="font-family: "Arial","sans-serif"; mso-ascii-font-family: Calibri; mso-hansi-font-family: Calibri;">מציג אותו כמות שהוא. טרי ורענן עם חבל
הטבור שקשור אליך. נוטף מי שפיר. בכורך הילוד. </span></div>
<div class="MsoNormal" dir="RTL" style="direction: rtl; text-align: right; unicode-bidi: embed;">
<span lang="HE" style="font-family: "Arial","sans-serif"; mso-ascii-font-family: Calibri; mso-hansi-font-family: Calibri;">והעולם מביט בו או יותר נכון, מביט
בך בחיוך של הבנה. </span></div>
<div class="MsoNormal" dir="RTL" style="direction: rtl; text-align: right; unicode-bidi: embed;">
<span lang="HE" style="font-family: "Arial","sans-serif"; mso-ascii-font-family: Calibri; mso-hansi-font-family: Calibri;">רק של הבנה ?!</span></div>
<div class="MsoNormal" dir="RTL" style="direction: rtl; text-align: right; unicode-bidi: embed;">
<br /></div>
<div class="MsoNormal" dir="RTL" style="direction: rtl; text-align: right; unicode-bidi: embed;">
<span lang="HE" style="font-family: "Arial","sans-serif"; mso-ascii-font-family: Calibri; mso-hansi-font-family: Calibri;">והעולם לא רואה בו מה שאתה רואה. האידיוטים האלה. </span></div>
<div class="MsoNormal" dir="RTL" style="direction: rtl; text-align: right; unicode-bidi: embed;">
<span lang="HE" style="font-family: "Arial","sans-serif"; mso-ascii-font-family: Calibri; mso-hansi-font-family: Calibri;">מה הם מבינים. זה לא סתם רעיון אתה אומר להם. </span></div>
<div class="MsoNormal" dir="RTL" style="direction: rtl; text-align: right; unicode-bidi: embed;">
<span lang="HE" style="font-family: "Arial","sans-serif"; mso-ascii-font-family: Calibri; mso-hansi-font-family: Calibri;">זה הגלגל. זו האש. זו תיאוריית
היחסות של איינשטיין. </span></div>
<div class="MsoNormal" dir="RTL" style="direction: rtl; text-align: right; unicode-bidi: embed;">
<span lang="HE" style="font-family: "Arial","sans-serif"; mso-ascii-font-family: Calibri; mso-hansi-font-family: Calibri;">והספקות מבצבצים כמו כתמי עובש על קיר רטוב. וזה עוד לא נגמר. </span></div>
<div class="MsoNormal" dir="RTL" style="direction: rtl; text-align: right; unicode-bidi: embed;">
<br /></div>
<div class="MsoNormal" dir="RTL" style="direction: rtl; text-align: right; unicode-bidi: embed;">
<span lang="HE" style="font-family: "Arial","sans-serif"; mso-ascii-font-family: Calibri; mso-hansi-font-family: Calibri;">פתאום הוא תוקע לך סכין בגב אל מול כולם. "אני לא עם הטמבל הזה" הוא
אומר להם. "מה לי ולו. הביא אותי בכוח הנה". ואני בכלל עדיין פג. עובר.
זרע. </span></div>
<div class="MsoNormal" dir="RTL" style="direction: rtl; text-align: right; unicode-bidi: embed;">
<br /></div>
<div class="MsoNormal" dir="RTL" style="direction: rtl; text-align: right; unicode-bidi: embed;">
<span lang="HE" style="font-family: "Arial","sans-serif"; mso-ascii-font-family: Calibri; mso-hansi-font-family: Calibri;">ואתה נשאר לבד. באין אונות מדהימה והבנה מדהימה
עוד יותר, שהוא צודק. שכל הזיקוקים וכל החצוצרות שליוו את לידתו היו שלך. לא שלו.
אין ספק שיש בו משהו. אבל הבלון הזה התנפח למימדי בלון פורח בשעה שהיה צריך להיות
בועת סבון. אחת מיני רבות. מיני עוד רעיונות שיתפוצצו במהלך החשיבה. </span></div>
<div class="MsoNormal" dir="RTL" style="direction: rtl; text-align: right; unicode-bidi: embed;">
<br /></div>
<div class="MsoNormal" dir="RTL" style="direction: rtl; text-align: right; unicode-bidi: embed;">
<span lang="HE" style="font-family: "Arial","sans-serif"; mso-ascii-font-family: Calibri; mso-hansi-font-family: Calibri;"><span style="mso-spacerun: yes;"> </span>ואתה
צובט את עצמך ואותו שוב רק כדי להרגיש את הכאב. שואל אותו שאלות. והוא נותן תשובות
חלקיות. מגמגמות. הוא לא קונספט אמיתי. רק מתחזה. מאופר. מתוקתק. עושה קאבר
לרעיונות גדולים מהחיים אבל מחרב אותם לחלוטין שכן אין בו דבר חוץ הופעה חיצונית
אופנתית ונוצצת. </span></div>
<div class="MsoNormal" dir="RTL" style="direction: rtl; text-align: right; unicode-bidi: embed;">
<br /></div>
<div class="MsoNormal" dir="RTL" style="direction: rtl; text-align: right; unicode-bidi: embed;">
<span lang="HE" style="font-family: "Arial","sans-serif"; mso-ascii-font-family: Calibri; mso-hansi-font-family: Calibri;">היזהרו מכוכבים נולדים. </span></div>
<div class="MsoNormal" dir="RTL" style="direction: rtl; text-align: right; unicode-bidi: embed;">
<br /></div>
<div class="MsoNormal" dir="RTL" style="direction: rtl; text-align: right; unicode-bidi: embed;">
<br /></div>
<div class="MsoNormal" dir="RTL" style="direction: rtl; text-align: right; unicode-bidi: embed;">
<br /></div>
</div>
Oferhttp://www.blogger.com/profile/16972000420990793088noreply@blogger.com0tag:blogger.com,1999:blog-4000099581229746223.post-8252067585413216852012-12-13T04:13:00.000-08:002012-12-13T04:14:04.456-08:00של מי הרעיונות האלה ומאיפה הם באים לעזאזל? <div dir="rtl" style="text-align: right;" trbidi="on">
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<div class="separator" style="clear: both; text-align: center;">
<a href="https://blogger.googleusercontent.com/img/b/R29vZ2xl/AVvXsEhWGQfQ0hOCloq33R4R8unLeDBHJmeaTw8C6EIUyUHeqDFZNKgpTmKrNSdX1qUTrSp_94sUVv0ahQcZz29cK2JHYgujoaOOHVk5nzPordjZeoz5Akenb_6WkwV552Dk_E1BDDe4IB6PLUpL/s1600/77124212338249428_1x7MiRPH_b.jpg" imageanchor="1" style="clear: right; float: right; margin-bottom: 1em; margin-left: 1em;"><img border="0" src="https://blogger.googleusercontent.com/img/b/R29vZ2xl/AVvXsEhWGQfQ0hOCloq33R4R8unLeDBHJmeaTw8C6EIUyUHeqDFZNKgpTmKrNSdX1qUTrSp_94sUVv0ahQcZz29cK2JHYgujoaOOHVk5nzPordjZeoz5Akenb_6WkwV552Dk_E1BDDe4IB6PLUpL/s1600/77124212338249428_1x7MiRPH_b.jpg" /></a></div>
<div class="MsoNormal" dir="RTL" style="direction: rtl; text-align: right; unicode-bidi: embed;">
<span class="hps"><span lang="HE" style="font-family: "Arial","sans-serif"; mso-ascii-font-family: Calibri; mso-hansi-font-family: Calibri;">אפלטון היה אחד
הפילוסופים הראשונים שדנו ברעיונות. הוא ראה את הרעיונות כממלכה מטא-פיזית שמלאה
בצורות שונות של רעיונות ומחשבות ואשר מתקיימת באופן עצמאי ונפרד מאלה מאיתנו שגם
חושבים על הרעיונות הללו. </span></span></div>
<div class="MsoNormal" dir="RTL" style="direction: rtl; text-align: right; unicode-bidi: embed;">
<br /></div>
<div class="MsoNormal" dir="RTL" style="direction: rtl; text-align: right; unicode-bidi: embed;">
<span class="hps"><span lang="HE" style="font-family: "Arial","sans-serif"; mso-ascii-font-family: Calibri; mso-hansi-font-family: Calibri;">לטעמי הממלכה הזו
קיימת בראשו ונפשו של כל אחד מאיתנו. אכן באופן עצמאי אבל יש בה חרירי הצצה כדי
שנוכל להביט פנימה ולדלות חלקי רעיונות או רעיונות שלמים. יש כאלה בינינו בעלי
כרטיס כניסה חד פעמי לממלכה, יש כאלה עם חופשי חודשי ויש אלה שעשו רילוקיישן לשם
ולא חזרו. </span></span></div>
<div class="MsoNormal" dir="RTL" style="direction: rtl; text-align: right; unicode-bidi: embed;">
<br /></div>
<div class="MsoNormal" dir="RTL" style="direction: rtl; text-align: right; unicode-bidi: embed;">
<span class="hps"><span lang="HE" style="font-family: "Arial","sans-serif"; mso-ascii-font-family: Calibri; mso-hansi-font-family: Calibri;">בסדרת הפוסטים הבאה
אנסה להציג חלק מסוגי הרעיונות שמאכלסים את הממלכה הפרטית שלי. אתחיל עם הנחות מכולם. </span></span></div>
<div class="MsoNormal" dir="RTL" style="direction: rtl; text-align: right; unicode-bidi: embed;">
<br /></div>
<div class="MsoNormal" dir="RTL" style="direction: rtl; text-align: right; unicode-bidi: embed;">
<span class="hps"><b><span lang="HE" style="font-family: "Arial","sans-serif"; mso-ascii-font-family: Calibri; mso-hansi-font-family: Calibri;">המתעלל הסדרתי
במילים. </span></b></span></div>
<div class="MsoNormal" dir="RTL" style="direction: rtl; text-align: right; unicode-bidi: embed;">
<br /></div>
<div class="MsoNormal" dir="RTL" style="direction: rtl; text-align: right; unicode-bidi: embed;">
<span class="hps"><span lang="HE" style="font-family: "Arial","sans-serif"; mso-ascii-font-family: Calibri; mso-hansi-font-family: Calibri;">הרעיון שנולד בחטא מתוך
משחק מילים. ילדותי. דביל מושלם. צוחק מהבדיחות של עצמו אבל בדרך כזו שמושכת אותך
אליו כמו זרועות דביקות של תמנון. מהפנט באינפנטיליות שלו. הוא לא מדבר אליך אלא
להומור של כיתה ג' שיושב בתוכך. מנהל איתו דיאלוג של פלוצים. של גרפצים. חי חי חי.
חחחחחחחח....השחקן אונס מילים למחייתו. מילים יפות ותמימות שמוטחות על הקיר.
מושפלות לעיתים. נחתכות ונקטמות בראשן או זנבן. ומותכות אחת לשנייה רק כדי ליצור
את אפקט "אוי איזה קטע..מבין את הקטע...זה גם וגם???!!!". </span></span></div>
<div class="MsoNormal" dir="RTL" style="direction: rtl; text-align: right; unicode-bidi: embed;">
<br /></div>
<div class="MsoNormal" dir="RTL" style="direction: rtl; text-align: right; unicode-bidi: embed;">
<span class="hps"><span lang="HE" style="font-family: "Arial","sans-serif"; mso-ascii-font-family: Calibri; mso-hansi-font-family: Calibri;">המתעלל הוא נוכל שיוצר
אצלך תחושה שברגע אחד הוא בורא לך קונספט של עולם שלם. שמיים וארץ וים וחיות.
אלוהים עשה את זה בשבוע אבל המתעלל הנוכל עושה את זה ברגע או שניים של עלאק הארה.
אינסטנט. פודינג בטעם וניל. מנה חמה. בייגלה שזוף ומתובל בשומשום ליד צלוחית שמן
וחומץ בלסמי אבל בטעם נפט ומלח. </span></span></div>
<div class="MsoNormal" dir="RTL" style="direction: rtl; text-align: right; unicode-bidi: embed;">
<br /></div>
<div class="MsoNormal" dir="RTL" style="direction: rtl; text-align: right; unicode-bidi: embed;">
<span class="hps"><span lang="HE" style="font-family: "Arial","sans-serif"; mso-ascii-font-family: Calibri; mso-hansi-font-family: Calibri;">והוא יוצר תלות.
כמו סם. אבל חוקי למהדרין. קל להתמכר אליו. אבל הקריז שהוא מותיר אצלך אחרי שהאפקט
הראשוני נעלם קשה מאוד. ואתה לא מבין איך זה קרה שמאיגרא רמה נפלת לבור של קקי.
וכולם רואים שאתה שם. ומתייחסים אליך בהתאם. ילד שמשחק בקקי. במשחקי מילים.
חלולים. סתמיים. שאין בהם כלום. </span></span></div>
<div class="MsoNormal" dir="RTL" style="direction: rtl; text-align: right; unicode-bidi: embed;">
<br /></div>
<div class="MsoNormal" dir="RTL" style="direction: rtl; text-align: right; unicode-bidi: embed;">
<span class="hps"><span lang="HE" style="font-family: "Arial","sans-serif"; mso-ascii-font-family: Calibri; mso-hansi-font-family: Calibri;">ואחרי שאתה נשבע
שלא להתמכר אליו יותר. לקלילות שבו. למיידיות שבו. לאינסטנט שבו אתה מסתכל מסביב
לך. עושה רושם שלא מעט אנשים כמוך מכורים אליו. הבן זונה יודע לשווק את עצמו. רק חמם
והגש. ברוח התקופה. בוא תהיה פרסומאי בשנייה הוא רומז לך. מפתה. יש עוד המון מילים
שם בחוץ ....</span></span></div>
<div class="MsoNormal" dir="RTL" style="direction: rtl; text-align: right; unicode-bidi: embed;">
<span class="hps"><span lang="HE" style="font-family: "Arial","sans-serif"; mso-ascii-font-family: Calibri; mso-hansi-font-family: Calibri;">הבעיה הכי גדולה של
המתעלל הסדרתי במילים היא שהוא רעיון נחות ורדוד. גימיק. חד פעמי. כאמור, מעניק לך
תחושת "כל אחד יכול" של התרוממות והיי חביב ללא קשר למציאות. </span></span></div>
<div class="MsoNormal" dir="RTL" style="direction: rtl; text-align: right; unicode-bidi: embed;">
<br /></div>
<div class="MsoNormal" dir="RTL" style="direction: rtl; text-align: right; unicode-bidi: embed;">
<span class="hps"><span lang="HE" style="font-family: "Arial","sans-serif"; mso-ascii-font-family: Calibri; mso-hansi-font-family: Calibri;">רצוי להימנע ממנו
ככל האפשר למרות שהדבר קשה שכן הסחורה שלו נוצצת ומסנוורת את העיניים והאינטלקט.
אפשר להשתעשע בו אבל לשלוט במשחק כך שלא ישלוט בך ואי אפשר לבנות עליו שיציל את
העסק שלכם או להתבסס עליו כמנוע צמיחה עסקי. </span></span></div>
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<br /></div>
<a href="http://www.youtube.com/watch?v=WV1YQtyXdyg">הכניסה לממלכת הרעיונות מכאן</a></div>
Oferhttp://www.blogger.com/profile/16972000420990793088noreply@blogger.com0tag:blogger.com,1999:blog-4000099581229746223.post-14538860012608507252012-12-06T04:50:00.000-08:002012-12-06T04:50:05.200-08:00מוצא המותג מן האדם (במיוחד אם הוא יועץ נסיעות ותיירות)<div dir="rtl" style="text-align: right;" trbidi="on">
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<div class="MsoNormal" dir="RTL" style="direction: rtl; line-height: normal; text-align: right; unicode-bidi: embed;">
<br /></div>
<div class="MsoNormal" dir="RTL" style="direction: rtl; line-height: normal; mso-margin-bottom-alt: auto; mso-margin-top-alt: auto; mso-outline-level: 2; text-align: right; unicode-bidi: embed;">
<u><span lang="HE" style="font-family: "Arial","sans-serif"; font-size: 20.0pt; mso-fareast-font-family: "Times New Roman";">מבוא</span></u></div>
<div class="MsoNormal" dir="RTL" style="direction: rtl; line-height: normal; mso-margin-bottom-alt: auto; mso-margin-top-alt: auto; mso-outline-level: 2; text-align: right; unicode-bidi: embed;">
<br />
<b><span lang="HE" style="font-family: "Arial","sans-serif"; font-size: 12.0pt; mso-fareast-font-family: "Times New Roman";">מלכים.</span></b><span lang="HE" style="font-family: "Arial","sans-serif"; font-size: 12.0pt; mso-fareast-font-family: "Times New Roman";"> פעם הם חשבו שרק להם יש את הכוח והאמצעים להשפיע באמצעות
מידע. עד המאה השבע עשרה אם החזקת בית דפוס ללא רישיון דינך היה מוות. תוכן יכול
לשנות את העולם ומלכים ידעו את זה. גם מותגים. הטכנולוגיה הפכה את העולם לדמוקרטי.
</span></div>
<div class="MsoNormal" dir="RTL" style="direction: rtl; line-height: normal; mso-margin-bottom-alt: auto; mso-margin-top-alt: auto; mso-outline-level: 2; text-align: right; unicode-bidi: embed;">
<br />
<b><span lang="HE" style="font-family: "Arial","sans-serif"; font-size: 12.0pt; mso-fareast-font-family: "Times New Roman";">הטכנולוגיה העצימה שתי התנהגויות
אנושיות, מערכות יחסים ושיחה. </span></b><span lang="HE" style="font-family: "Arial","sans-serif"; font-size: 12.0pt; mso-fareast-font-family: "Times New Roman";">אנחנו
חיות חברתיות שמגדירות את עצמן ע"י מערכות היחסים ביניהן. השיחה בין אנשים
השתנתה אף היא ורובה הוא החלפת תכנים. החל מסמול טוק ועד תיאוריות פיזיקליות
מתקדמות. מותגים שחפצים חיים צריכים להבין את זה. </span></div>
<div class="MsoNormal" dir="RTL" style="direction: rtl; line-height: normal; mso-margin-bottom-alt: auto; mso-margin-top-alt: auto; mso-outline-level: 2; text-align: right; unicode-bidi: embed;">
<b><span lang="HE" style="font-family: "Arial","sans-serif"; font-size: 12.0pt; mso-fareast-font-family: "Times New Roman";">ממונולוג לדיאלוג. </span></b><span lang="HE" style="font-family: "Arial","sans-serif"; font-size: 12.0pt; mso-fareast-font-family: "Times New Roman";">הטכנולוגיה הפכה את העולם לדמוקרטי ושינתה את הדרך בה מותגים
ואנשים מתקשרים אחד עם השני. </span></div>
<div class="MsoNormal" dir="RTL" style="direction: rtl; line-height: normal; margin-bottom: .0001pt; margin-bottom: 0in; text-align: right; unicode-bidi: embed;">
<u><span lang="HE" style="font-family: "Arial","sans-serif"; font-size: 20.0pt; mso-fareast-font-family: "Times New Roman";">מיתוג</span></u></div>
<div class="MsoNormal" dir="RTL" style="direction: rtl; line-height: normal; margin-bottom: .0001pt; margin-bottom: 0in; text-align: right; unicode-bidi: embed;">
<br /></div>
<div class="MsoNormal" dir="RTL" style="direction: rtl; line-height: normal; margin-bottom: .0001pt; margin-bottom: 0in; text-align: right; unicode-bidi: embed;">
<b><span lang="HE" style="font-family: "Arial","sans-serif"; font-size: 12.0pt; mso-fareast-font-family: "Times New Roman";">מהו מותג אם לא הרגש שהוא מעורר כלפיו? </span></b><span lang="HE" style="font-family: "Arial","sans-serif"; font-size: 12.0pt; mso-fareast-font-family: "Times New Roman";">מאות אלפי מותגים בעולם ורק מעט מהם מעוררים רגש כלשהוא שמוביל
לקנייה. מותגים הם ישויות עסקיות שמונעות מאינטרסים עסקיים. רובם מנסים לבנות
מערכות יחסים עם צרכנים על בסיס חברתי ללא הצלחה מכיוון שהם רק מצהירים בכל במה
אפשרית עד כמה מוצלחים המוצרים שלהם. </span></div>
<div class="MsoNormal" dir="RTL" style="direction: rtl; line-height: normal; mso-margin-bottom-alt: auto; mso-margin-top-alt: auto; mso-outline-level: 2; text-align: right; unicode-bidi: embed;">
<br />
<b><span lang="HE" style="font-family: "Arial","sans-serif"; font-size: 12.0pt; mso-fareast-font-family: "Times New Roman";">מוצר צריכים, מותג רוצים. </span></b><span lang="HE" style="font-family: "Arial","sans-serif"; font-size: 12.0pt; mso-fareast-font-family: "Times New Roman";">מותגים חכמים קטנים וגדולים (</span><span dir="LTR"></span><span dir="LTR" style="font-family: "Arial","sans-serif"; font-size: 12.0pt; mso-fareast-font-family: "Times New Roman";"><span dir="LTR"></span>(Challenger Brands</span><span dir="RTL"></span><span lang="HE" style="font-family: "Arial","sans-serif"; font-size: 12.0pt; mso-fareast-font-family: "Times New Roman";"><span dir="RTL"></span> יצרו מערכות יחסים על בסיס אימון עוד
לפני הופעת המדיה הדיגיטלית. אליהם מצטרפים כעת מותגים אחרים ששינו את הגישה
לצרכנים ומנצלים את ההזדמנות המופלאה שנתנה להם הטכנולוגיה להיות יותר אנושיים
וליצור קשרים יותר חזקים ביניהם לבין לקוחותיהם ואף להפוך אותם למערכות יחסים. ממש
יחסים. יחסי אימון.</span></div>
<div class="MsoNormal" dir="RTL" style="direction: rtl; line-height: normal; text-align: right; unicode-bidi: embed;">
<u><span lang="HE" style="font-family: "Arial","sans-serif"; font-size: 20.0pt; mso-ascii-font-family: Calibri; mso-hansi-font-family: Calibri;">אנשים</span></u></div>
<div class="MsoNormal" dir="RTL" style="direction: rtl; line-height: normal; text-align: right; unicode-bidi: embed;">
<br /></div>
<div class="MsoNormal" dir="RTL" style="direction: rtl; line-height: normal; text-align: right; unicode-bidi: embed;">
<b><span lang="HE" style="font-family: "Arial","sans-serif"; font-size: 12.0pt; mso-ascii-font-family: Calibri; mso-hansi-font-family: Calibri;">הנשמה של המותג הם האנשים בו</span></b><span lang="HE" style="font-family: "Arial","sans-serif"; font-size: 12.0pt; mso-ascii-font-family: Calibri; mso-hansi-font-family: Calibri;">. יחסים בין מותג לצרכנים יכולים להיווצר רק בידי האנשים
הפועלים ומקיימים את המותג 24/7. הם אלה שלמעשה ממתגים את העסק או החברה, בצלמם,
דמותם, אופיים ותרבותם הארגונית. הם חלון הראווה האמיתי של המותג. </span></div>
<div class="MsoNormal" dir="RTL" style="direction: rtl; line-height: normal; text-align: right; unicode-bidi: embed;">
<b><span lang="HE" style="font-family: "Arial","sans-serif"; font-size: 12.0pt; mso-ascii-font-family: Calibri; mso-hansi-font-family: Calibri;">אנשים הם הסיפור של המותג</span></b><span lang="HE" style="font-family: "Arial","sans-serif"; font-size: 12.0pt; mso-ascii-font-family: Calibri; mso-hansi-font-family: Calibri;">. בכל ארגון, קטן או גדול יש סיפורים. סיפורים
מקצועיים, סיפורים אנושיים על רגעים קטנים וגדולים בחיי הארגון. הסיפורים הללו
אינם שיווקיים. אסור להם להיות כאלה שאחרת יתפסו כדחיפה לקנייה. החוכמה היא למשוך
(</span><span dir="LTR" style="font-size: 12.0pt;">pull</span><span dir="RTL"></span><span lang="HE" style="font-family: "Arial","sans-serif"; font-size: 12.0pt; mso-ascii-font-family: Calibri; mso-hansi-font-family: Calibri;"><span dir="RTL"></span>) ולא לדחוף (</span><span dir="LTR" style="font-size: 12.0pt;">Push</span><span dir="RTL"></span><span lang="HE" style="font-family: "Arial","sans-serif"; font-size: 12.0pt; mso-ascii-font-family: Calibri; mso-hansi-font-family: Calibri;"><span dir="RTL"></span>). כמו ביחסים בני
אדם.</span></div>
<div class="MsoNormal" dir="RTL" style="direction: rtl; line-height: normal; mso-margin-bottom-alt: auto; mso-margin-top-alt: auto; mso-outline-level: 2; text-align: right; unicode-bidi: embed;">
<u><span lang="HE" style="font-family: "Arial","sans-serif"; font-size: 20.0pt; mso-fareast-font-family: "Times New Roman";">תוכן </span></u></div>
<div class="MsoNormal" dir="RTL" style="direction: rtl; line-height: normal; mso-margin-bottom-alt: auto; mso-margin-top-alt: auto; mso-outline-level: 2; text-align: right; unicode-bidi: embed;">
<b><span lang="HE" style="font-family: "Arial","sans-serif"; font-size: 12.0pt; mso-ascii-font-family: Calibri; mso-hansi-font-family: Calibri;">ימי הקנקנים הריקים
חולפים.</span></b><span lang="HE" style="font-family: "Arial","sans-serif"; font-size: 12.0pt; mso-ascii-font-family: Calibri; mso-hansi-font-family: Calibri;"> מה שיש בהם, התוכן
שלהם, הוא הסיבה הרגשית לקנות אותם. התוכן החדש אינו תוכן שיווקי גרידא. הוא
פריפריאלי ונגזר מעולמות התוכן המקיפים את המותג. מותגים שאינם בעלי עולמות תוכן
רחבים ניתנים להשוואה ובכך נידונים למוות ביד השוואות המחיר. </span></div>
<div class="MsoNormal" dir="RTL" style="direction: rtl; line-height: normal; mso-margin-bottom-alt: auto; mso-margin-top-alt: auto; mso-outline-level: 2; text-align: right; unicode-bidi: embed;">
<br />
<b><span lang="HE" style="font-family: "Arial","sans-serif"; font-size: 12.0pt; mso-ascii-font-family: Calibri; mso-hansi-font-family: Calibri;">תוכן מיצרים באהבה
או לא מייצרים בכלל.</span></b><span lang="HE" style="font-family: "Arial","sans-serif"; font-size: 12.0pt; mso-ascii-font-family: Calibri; mso-hansi-font-family: Calibri;">
תוכן אמיתי נוצר רק מתוך מחויבות ואכפתיות למקצוע ולתחום בו הוא נוצר. תוכן שאינו
יוצר "חיבור" עם הקורא (</span><span dir="LTR" style="font-size: 12.0pt;">Engagement</span><span dir="RTL"></span><span lang="HE" style="font-family: "Arial","sans-serif"; font-size: 12.0pt; mso-ascii-font-family: Calibri; mso-hansi-font-family: Calibri;"><span dir="RTL"></span>)
הוא מזויף ומרגישים את זה. תוכן יכול להיווצר ע"י קולות שונים מתוך ומחוץ לארגון
או למותג כל עוד יש הרמוניה בין הקולות. תוכן עשיר יגיע מתוך הקשבה לעולם התכנים
של המותג בכל נקודת מגע שלו עם הציבור (דיגיטל ופיזיקל) והשתתפות פעילה בשיח
אודותיו ואודות אותם עולמות (החל ממוצרים ועד שירות). תוכן היוצר שיחה מתפתחת הוא
כלי רגשי עוצמתי והוא המטבע העובר לסוחר של העידן הדיגיטלי. התוכן הוא זה שיוצק
משמעות ומעניק לגיטימציה למותג.<span style="mso-spacerun: yes;"> </span></span></div>
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<br /></div>
<div class="MsoNormal" dir="RTL" style="direction: rtl; line-height: normal; mso-margin-bottom-alt: auto; mso-margin-top-alt: auto; mso-outline-level: 2; text-align: right; unicode-bidi: embed;">
<u><span lang="HE" style="font-family: "Arial","sans-serif"; font-size: 20.0pt; mso-fareast-font-family: "Times New Roman";">אותנטיות </span></u></div>
<div class="MsoNormal" dir="RTL" style="direction: rtl; line-height: normal; mso-margin-bottom-alt: auto; mso-margin-top-alt: auto; mso-outline-level: 2; text-align: right; unicode-bidi: embed;">
<b><span lang="HE" style="font-family: "Arial","sans-serif"; font-size: 12.0pt; mso-fareast-font-family: "Times New Roman";">מהי אותנטיות</span></b><span dir="LTR"></span><span dir="LTR" style="font-family: "Arial","sans-serif"; font-size: 12.0pt; mso-fareast-font-family: "Times New Roman";"><span dir="LTR"></span>. </span><span lang="HE" style="font-family: "Arial","sans-serif"; font-size: 12.0pt; mso-fareast-font-family: "Times New Roman";">אי אפשר לזייף אותה. עם הכמויות האינסופיות של הקשרים
החברתיים שיצרה המדיה הדיגיטלית בין אנשים היום, אין למותגים ברירה אלא
להחליף את המסרים הכוזבים והמלאכותיים שאותם הם התרגלו לייצר כתוכן שיווקי בתקשורת
אמיתית וכנה שבאה מתוך המותג או הארגון ומביעה את תשוקתו לעיסוק ולתחום בו הוא
מתקיים. לכן אותנטיות היא מילה נרדפת לאמון, הגביע הקדוש של המותגים בעידן החדש.
בניית אמון כמו מערכות יחסים אנושיות, לוקחת זמן וסבלנות, מצריכה יצירתיות ותשומת
לב ובעיקר רגישות או אפילו פיתוח אינטליגנציה רגשית מצד ארגונים הבאים במגע יום
יומי עם אנשים. </span></div>
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<br />
<b><span lang="HE" style="font-family: "Arial","sans-serif"; font-size: 12.0pt; mso-fareast-font-family: "Times New Roman";">נגמר עידן הבולשיט. מתחיל עידן
האותנטיות. אחרי שנים של הלעטת בולשיט גם לאחרון הצרכנים נמאס. והחיפוש המודע
או הלא מודע, מתחיל אחרי אותנטיות במותגים. </span></b><br />
<br />
<br />
<br />
</div>
</div>
Oferhttp://www.blogger.com/profile/16972000420990793088noreply@blogger.com0tag:blogger.com,1999:blog-4000099581229746223.post-484338792136514152012-11-21T23:07:00.001-08:002013-11-12T23:54:24.718-08:00נמאס לי מהבולשיט שלך. יש משהו אחר בתפריט? <div dir="rtl" style="text-align: right;" trbidi="on">
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<a href="https://blogger.googleusercontent.com/img/b/R29vZ2xl/AVvXsEjX3XDzLjAYsjAfwdsD7g7eY2zW30y9fP54XvzhZd58pp40e8NXOLhCLDQJ-qckUNruQC3ZMzZuaL91vFiJ4fps5W0Hd-9SMu6QLj0cZj9_BnUZqMStoMWO4H5xoyucf4q69y4PegbdWxPQ/s1600/good_vibes.jpg" imageanchor="1" style="clear: right; float: right; margin-bottom: 1em; margin-left: 1em;"><img border="0" height="320" src="https://blogger.googleusercontent.com/img/b/R29vZ2xl/AVvXsEjX3XDzLjAYsjAfwdsD7g7eY2zW30y9fP54XvzhZd58pp40e8NXOLhCLDQJ-qckUNruQC3ZMzZuaL91vFiJ4fps5W0Hd-9SMu6QLj0cZj9_BnUZqMStoMWO4H5xoyucf4q69y4PegbdWxPQ/s320/good_vibes.jpg" width="222" /></a><span class="hps"><span lang="HE" style="font-family: "Arial","sans-serif"; mso-ascii-theme-font: minor-bidi; mso-bidi-theme-font: minor-bidi; mso-hansi-theme-font: minor-bidi;">אי אפשר לזייף אותה. </span></span></div>
<div class="MsoNormal" dir="RTL" style="direction: rtl; text-align: right; unicode-bidi: embed;">
<span class="hps"><span lang="HE" style="font-family: "Arial","sans-serif"; mso-ascii-theme-font: minor-bidi; mso-bidi-theme-font: minor-bidi; mso-hansi-theme-font: minor-bidi;">עם הכמויות האינסופיות של הקשרים החברתיים בין אנשים היום, </span></span></div>
<div class="MsoNormal" dir="RTL" style="direction: rtl; text-align: right; unicode-bidi: embed;">
<span class="hps"><span lang="HE" style="font-family: "Arial","sans-serif"; mso-ascii-theme-font: minor-bidi; mso-bidi-theme-font: minor-bidi; mso-hansi-theme-font: minor-bidi;">אין
למותגים ברירה אלא להחליף את ההייפ הכוזב והמלאכותי שאותו הם התרגלו לייצר כתוכן שיווקי
(פר<span id="goog_311414119"></span><span id="goog_311414120"></span>סומות וכו') </span></span></div>
<div class="MsoNormal" dir="RTL" style="direction: rtl; text-align: right; unicode-bidi: embed;">
<span class="hps"><span lang="HE" style="font-family: "Arial","sans-serif"; mso-ascii-theme-font: minor-bidi; mso-bidi-theme-font: minor-bidi; mso-hansi-theme-font: minor-bidi;">בתקשורת אמיתית וכנה. עם כל הסיכונים הכרוכים בה. </span></span></div>
<div class="MsoNormal" dir="RTL" style="direction: rtl; text-align: right; unicode-bidi: embed;">
<span class="hps"><span lang="HE" style="font-family: "Arial","sans-serif"; mso-ascii-theme-font: minor-bidi; mso-bidi-theme-font: minor-bidi; mso-hansi-theme-font: minor-bidi;">פשוט אין ברירה. </span></span></div>
<div class="MsoNormal" dir="RTL" style="direction: rtl; text-align: right; unicode-bidi: embed;">
<b><span class="hps"><span lang="HE" style="font-family: "Arial","sans-serif"; mso-ascii-theme-font: minor-bidi; mso-bidi-theme-font: minor-bidi; mso-hansi-theme-font: minor-bidi;">אחרי
שנים של הלעטת בולשיט גם לאחרון הצרכנים נמאס. </span></span></b></div>
<div class="MsoNormal" dir="RTL" style="direction: rtl; text-align: right; unicode-bidi: embed;">
<b><span class="hps"><span lang="HE" style="font-family: "Arial","sans-serif"; mso-ascii-theme-font: minor-bidi; mso-bidi-theme-font: minor-bidi; mso-hansi-theme-font: minor-bidi;">והחיפוש המודע או הלא מודע, מתחיל
אחרי כנות. </span></span></b></div>
<div class="MsoNormal" dir="RTL" style="direction: rtl; text-align: right; unicode-bidi: embed;">
<br /></div>
<div class="MsoNormal" dir="RTL" style="direction: rtl; text-align: right; unicode-bidi: embed;">
<span class="hps"><span lang="HE" style="font-family: "Arial","sans-serif"; mso-ascii-theme-font: minor-bidi; mso-bidi-theme-font: minor-bidi; mso-hansi-theme-font: minor-bidi;">מותגים חכמים קטנים וגדולים כאחד מגלים ואפילו מתענגים על ההזדמנות
המופלאה שנתנה להם הטכנולוגיה להיות יותר אנושיים וליצור קשרים יותר חזקים ביניהם לבין לקוחותיהם ואף להפוך אותם למערכות יחסים. ממש יחסים. </span></span></div>
<div class="MsoNormal" dir="RTL" style="direction: rtl; text-align: right; unicode-bidi: embed;">
<br /></div>
<div class="MsoNormal" dir="RTL" style="direction: rtl; text-align: right; unicode-bidi: embed;">
<span class="hps"><span lang="HE" style="font-family: "Arial","sans-serif"; mso-ascii-theme-font: minor-bidi; mso-bidi-theme-font: minor-bidi; mso-hansi-theme-font: minor-bidi;">דוגמה נפלאה אפשר לקחת מקלאסיקות הרוק. הן כל כך זכירות משום שהן
משדרות את אותה תחושה של כנות. החל מטעויות שנעשו במהלך הקלטות ונשארו על הגרסה
הסופית ועד לשירים שנוצרו ברגע של עצבים/אושר/שעמום. בכל מקרה אנחנו כבני אדם יכול
להתקשר ולהתחבר רגשית לדברים אמיתיים. דברים מושלמים מצד שני, הם בלתי אפשריים. כי
בני אדם אינם מושלמים ולכן החיבור האפשרי היחיד הוא למציאות. </span></span></div>
<div class="MsoNormal" dir="RTL" style="direction: rtl; text-align: right; unicode-bidi: embed;">
<br /></div>
<div class="MsoNormal" dir="RTL" style="direction: rtl; line-height: normal; margin-bottom: .0001pt; margin-bottom: 0in; text-align: right; unicode-bidi: embed;">
<span lang="HE" style="font-family: "Arial","sans-serif"; mso-ascii-theme-font: minor-bidi; mso-bidi-theme-font: minor-bidi; mso-fareast-font-family: "Times New Roman"; mso-hansi-theme-font: minor-bidi;">"</span><span dir="LTR" style="font-family: "Arial","sans-serif"; mso-ascii-theme-font: minor-bidi; mso-bidi-theme-font: minor-bidi; mso-fareast-font-family: "Times New Roman"; mso-hansi-theme-font: minor-bidi;">Eruption</span><span dir="RTL"></span><span lang="HE" style="font-family: "Arial","sans-serif"; mso-ascii-theme-font: minor-bidi; mso-bidi-theme-font: minor-bidi; mso-fareast-font-family: "Times New Roman"; mso-hansi-theme-font: minor-bidi;"><span dir="RTL"></span>"
של ואן היילן, משנת 1978</span><span dir="LTR"></span><span dir="LTR" lang="HE" style="font-family: "Arial","sans-serif"; mso-ascii-theme-font: minor-bidi; mso-bidi-theme-font: minor-bidi; mso-fareast-font-family: "Times New Roman"; mso-hansi-theme-font: minor-bidi;"><span dir="LTR"></span> </span><span lang="HE" style="font-family: "Arial","sans-serif"; mso-ascii-theme-font: minor-bidi; mso-bidi-theme-font: minor-bidi; mso-fareast-font-family: "Times New Roman"; mso-hansi-theme-font: minor-bidi;">הוא אחד מהשירים הכי מפורסמים שלא היה אפילו שיר
בלידתו. </span></div>
<div class="MsoNormal" dir="RTL" style="direction: rtl; line-height: normal; margin-bottom: .0001pt; margin-bottom: 0in; text-align: right; unicode-bidi: embed;">
<span dir="LTR" style="font-family: "Arial","sans-serif"; mso-ascii-theme-font: minor-bidi; mso-bidi-theme-font: minor-bidi; mso-fareast-font-family: "Times New Roman"; mso-hansi-theme-font: minor-bidi;">Eruption</span><span dir="RTL"></span><span lang="HE" style="font-family: "Arial","sans-serif"; mso-ascii-theme-font: minor-bidi; mso-bidi-theme-font: minor-bidi; mso-fareast-font-family: "Times New Roman"; mso-hansi-theme-font: minor-bidi;"><span dir="RTL"></span> החל כסולו פתיחה להופעות של
גיטריסט הלהקה אדי ואן היילן. הוא ניגן אותו באולפן במהלך הקלטות ומפיק הלהקה פשוט
הקליט אותו והכניס אותו כשיר השני באלבום הבכורה של הלהקה והוא שימש כתצוגת תכלית
לכשרונו האדיר של ואן היילן כגיטריסט. <span style="mso-spacerun: yes;"> </span>ואן
היילן מודה שיש המון טעויות בגירסה הסופית והוא יכול היה לנגן את הקטע בצורה הרבה
יותר טובה. </span></div>
<div class="MsoNormal" dir="RTL" style="direction: rtl; line-height: normal; margin-bottom: .0001pt; margin-bottom: 0in; text-align: right; unicode-bidi: embed;">
<span lang="HE" style="font-family: "Arial","sans-serif"; mso-ascii-theme-font: minor-bidi; mso-bidi-theme-font: minor-bidi; mso-fareast-font-family: "Times New Roman"; mso-hansi-theme-font: minor-bidi;">אבל כאן בדיוק נכנס עניין הכנות. </span></div>
<div class="MsoNormal" dir="RTL" style="direction: rtl; line-height: normal; margin-bottom: .0001pt; margin-bottom: 0in; text-align: right; unicode-bidi: embed;">
<span lang="HE" style="font-family: "Arial","sans-serif"; mso-ascii-theme-font: minor-bidi; mso-bidi-theme-font: minor-bidi; mso-fareast-font-family: "Times New Roman"; mso-hansi-theme-font: minor-bidi;">המציאות הנקייה מפילטרים. </span></div>
<div class="MsoNormal" dir="RTL" style="direction: rtl; line-height: normal; margin-bottom: .0001pt; margin-bottom: 0in; text-align: right; unicode-bidi: embed;">
<span lang="HE" style="font-family: "Arial","sans-serif"; mso-ascii-theme-font: minor-bidi; mso-bidi-theme-font: minor-bidi; mso-fareast-font-family: "Times New Roman"; mso-hansi-theme-font: minor-bidi;"><b>זו שאליה
כולנו מתחברים.</b></span></div>
<div class="MsoNormal" dir="RTL" style="direction: rtl; line-height: normal; margin-bottom: .0001pt; margin-bottom: 0in; text-align: right; unicode-bidi: embed;">
<br /></div>
<div class="separator" style="clear: both; text-align: center;">
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<br /></div>
<br />
<div class="MsoNormal" dir="RTL" style="direction: rtl; text-align: right; unicode-bidi: embed;">
<br /></div>
<div class="MsoNormal" dir="RTL" style="direction: rtl; text-align: right; unicode-bidi: embed;">
<span class="hps"><span lang="HE" style="font-family: "Arial","sans-serif"; mso-ascii-theme-font: minor-bidi; mso-bidi-theme-font: minor-bidi; mso-hansi-theme-font: minor-bidi;"><a href="http://www.youtube.com/watch?v=ULEBSxP725w">http://www.youtube.com/watch?v=ULEBSxP725w</a></span></span></div>
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<span class="hps"><span lang="HE" style="font-family: "Arial","sans-serif"; mso-ascii-theme-font: minor-bidi; mso-bidi-theme-font: minor-bidi; mso-hansi-theme-font: minor-bidi;"><br /></span></span></div>
<br />
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</div>
Oferhttp://www.blogger.com/profile/16972000420990793088noreply@blogger.com0tag:blogger.com,1999:blog-4000099581229746223.post-65104201147072349922012-11-20T01:49:00.000-08:002012-11-20T01:49:13.842-08:00שעת איפוס במאה דולר. <div dir="rtl" style="text-align: right;" trbidi="on">
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<div class="MsoNormal" dir="RTL" style="direction: rtl; text-align: right; unicode-bidi: embed;">
<a href="https://blogger.googleusercontent.com/img/b/R29vZ2xl/AVvXsEhw2Q55Fb9-S4t0eltoDt5C_S_jmyCGt_Yle-9RlbYdQ6y_c_yN3389VldkV-TQfy8Mx4JngL308DCzFVlyfO72FFkQpAVXRq_9JUXW101Q_WiQBp3YQjabzZyLVUYE1aRi33nMllBggUmG/s1600/Slow-down-sunset.jpg" imageanchor="1" style="clear: right; float: right; margin-bottom: 1em; margin-left: 1em;"><img border="0" height="240" src="https://blogger.googleusercontent.com/img/b/R29vZ2xl/AVvXsEhw2Q55Fb9-S4t0eltoDt5C_S_jmyCGt_Yle-9RlbYdQ6y_c_yN3389VldkV-TQfy8Mx4JngL308DCzFVlyfO72FFkQpAVXRq_9JUXW101Q_WiQBp3YQjabzZyLVUYE1aRi33nMllBggUmG/s320/Slow-down-sunset.jpg" width="320" /></a><span lang="HE" style="font-family: "Arial","sans-serif"; mso-ascii-font-family: Calibri; mso-hansi-font-family: Calibri;">לא חוכמה להקים עסק חדש. </span></div>
<div class="MsoNormal" dir="RTL" style="direction: rtl; text-align: right; unicode-bidi: embed;">
<br /></div>
<div class="MsoNormal" dir="RTL" style="direction: rtl; text-align: right; unicode-bidi: embed;">
<span lang="HE" style="font-family: "Arial","sans-serif"; mso-ascii-font-family: Calibri; mso-hansi-font-family: Calibri;">לא חוכמה. </span></div>
<div class="MsoNormal" dir="RTL" style="direction: rtl; text-align: right; unicode-bidi: embed;">
<br /></div>
<div class="MsoNormal" dir="RTL" style="direction: rtl; text-align: right; unicode-bidi: embed;">
<span lang="HE" style="font-family: "Arial","sans-serif"; mso-ascii-font-family: Calibri; mso-hansi-font-family: Calibri;">הכל נקי. הכל רענן. טרי. מרשרש. עם זריחה
יפה בבקרים. </span></div>
<div class="MsoNormal" dir="RTL" style="direction: rtl; text-align: right; unicode-bidi: embed;">
<br /></div>
<div class="MsoNormal" dir="RTL" style="direction: rtl; text-align: right; unicode-bidi: embed;">
<span lang="HE" style="font-family: "Arial","sans-serif"; mso-ascii-font-family: Calibri; mso-hansi-font-family: Calibri;">נותר רק להביט קדימה. לתכנן את העתיד. למצב. למתג. לפנטז. על
הנייר. </span></div>
<div class="MsoNormal" dir="RTL" style="direction: rtl; text-align: right; unicode-bidi: embed;">
<br /></div>
<div class="MsoNormal" dir="RTL" style="direction: rtl; text-align: right; unicode-bidi: embed;">
<span lang="HE" style="font-family: "Arial","sans-serif"; mso-ascii-font-family: Calibri; mso-hansi-font-family: Calibri;">ולצאת מהדלת ברגל ימין. ואז שמאל. ושוב
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<div class="MsoNormal" dir="RTL" style="direction: rtl; text-align: right; unicode-bidi: embed;">
<br /></div>
<div class="MsoNormal" dir="RTL" style="direction: rtl; text-align: right; unicode-bidi: embed;">
<br /></div>
<div class="MsoNormal" dir="RTL" style="direction: rtl; text-align: right; unicode-bidi: embed;">
<br /></div>
<div class="MsoNormal" dir="RTL" style="direction: rtl; text-align: right; unicode-bidi: embed;">
<span lang="HE" style="font-family: "Arial","sans-serif"; mso-ascii-font-family: Calibri; mso-hansi-font-family: Calibri;">כן חוכמה לעצור עסק חי. נושם ומתנשם. </span></div>
<div class="MsoNormal" dir="RTL" style="direction: rtl; text-align: right; unicode-bidi: embed;">
<br /></div>
<div class="MsoNormal" dir="RTL" style="direction: rtl; text-align: right; unicode-bidi: embed;">
<span lang="HE" style="font-family: "Arial","sans-serif"; mso-ascii-font-family: Calibri; mso-hansi-font-family: Calibri;">הכול לוחץ. הכול לחוץ. הכול בתנועה. </span></div>
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<br /></div>
<div class="MsoNormal" dir="RTL" style="direction: rtl; text-align: right; unicode-bidi: embed;">
<span lang="HE" style="font-family: "Arial","sans-serif"; mso-ascii-font-family: Calibri; mso-hansi-font-family: Calibri;">ריצה מטורפת <b>שמאלימיןשמאלימיןשמאלימין. </b></span></div>
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<br /></div>
<div class="MsoNormal" dir="RTL" style="direction: rtl; text-align: right; unicode-bidi: embed;">
<u><span lang="HE" style="font-family: "Arial","sans-serif"; mso-ascii-font-family: Calibri; mso-hansi-font-family: Calibri;">ואולי עצירה קצרה לאיפוס תעזור? </span></u></div>
<div class="MsoNormal" dir="RTL" style="direction: rtl; text-align: right; unicode-bidi: embed;">
<span lang="HE" style="font-family: "Arial","sans-serif"; mso-ascii-font-family: Calibri; mso-hansi-font-family: Calibri;">להבין מי נגד מי</span></div>
<div class="MsoNormal" dir="RTL" style="direction: rtl; text-align: right; unicode-bidi: embed;">
<span lang="HE" style="font-family: "Arial","sans-serif"; mso-ascii-font-family: Calibri; mso-hansi-font-family: Calibri;">מה נגד מה</span></div>
<div class="MsoNormal" dir="RTL" style="direction: rtl; text-align: right; unicode-bidi: embed;">
<span lang="HE" style="font-family: "Arial","sans-serif"; mso-ascii-font-family: Calibri; mso-hansi-font-family: Calibri;">ובעיקר להבין שוב למה התחלתם את כל הריצה
הזו.</span></div>
<h2 class="MsoNormal" style="text-align: right; unicode-bidi: embed;">
<span lang="HE" style="font-family: "Arial","sans-serif"; mso-ascii-font-family: Calibri; mso-hansi-font-family: Calibri;">שעת איפוס. </span></h2>
<div class="MsoNormal" dir="RTL" style="direction: rtl; text-align: right; unicode-bidi: embed;">
<span lang="HE" style="font-family: "Arial","sans-serif"; mso-ascii-font-family: Calibri; mso-hansi-font-family: Calibri;">אינטנסיבית </span></div>
<div class="MsoNormal" dir="RTL" style="direction: rtl; text-align: right; unicode-bidi: embed;">
<span lang="HE" style="font-family: "Arial","sans-serif"; mso-ascii-font-family: Calibri; mso-hansi-font-family: Calibri;">חדה</span></div>
<div class="MsoNormal" dir="RTL" style="direction: rtl; text-align: right; unicode-bidi: embed;">
<span lang="HE" style="font-family: "Arial","sans-serif"; mso-ascii-font-family: Calibri; mso-hansi-font-family: Calibri;">מהירה</span></div>
<div class="MsoNormal" dir="RTL" style="direction: rtl; text-align: right; unicode-bidi: embed;">
<span lang="HE" style="font-family: "Arial","sans-serif"; mso-ascii-font-family: Calibri; mso-hansi-font-family: Calibri;">זה יכול להיות כמו להיכנס כמו בלנדר קטן </span></div>
<div class="MsoNormal" dir="RTL" style="direction: rtl; text-align: right; unicode-bidi: embed;">
<span lang="HE" style="font-family: "Arial","sans-serif"; mso-ascii-font-family: Calibri; mso-hansi-font-family: Calibri;">או כמו רעידת אדמה חביבה בהזמנה אישית.</span></div>
<div class="MsoNormal" dir="RTL" style="direction: rtl; text-align: right; unicode-bidi: embed;">
<br /></div>
<div class="MsoNormal" dir="RTL" style="direction: rtl; text-align: right; unicode-bidi: embed;">
<span lang="HE" style="font-family: "Arial","sans-serif"; mso-ascii-font-family: Calibri; mso-hansi-font-family: Calibri;">אני אביא את יכולת החשיבה שלי על מיתוג
ועל אנשים. </span></div>
<div class="MsoNormal" dir="RTL" style="direction: rtl; text-align: right; unicode-bidi: embed;">
<span lang="HE" style="font-family: "Arial","sans-serif"; mso-ascii-font-family: Calibri; mso-hansi-font-family: Calibri;">אתם תביאו את יכולת הסיבולת שלכם לקבל ביקורת
בונה. </span></div>
<div class="MsoNormal" dir="RTL" style="direction: rtl; text-align: right; unicode-bidi: embed;">
<br /></div>
<div class="MsoNormal" dir="RTL" style="direction: rtl; text-align: right; unicode-bidi: embed;">
<span lang="HE" style="font-family: "Arial","sans-serif"; mso-ascii-font-family: Calibri; mso-hansi-font-family: Calibri;">על שעת איפוס, עם <span style="mso-spacerun: yes;"> </span>קפה או בירה, תתנו בבקשה 100$ לא כולל
מע"מ. </span></div>
<div class="MsoNormal" dir="RTL" style="direction: rtl; text-align: right; unicode-bidi: embed;">
<span lang="HE" style="font-family: "Arial","sans-serif"; mso-ascii-font-family: Calibri; mso-hansi-font-family: Calibri;">מה שתיקחו ממנה כבר תלוי בכם. </span></div>
<div class="MsoNormal" dir="RTL" style="direction: rtl; text-align: right; unicode-bidi: embed;">
<span lang="HE" style="font-family: "Arial","sans-serif"; mso-ascii-font-family: Calibri; mso-hansi-font-family: Calibri;">ביי. </span></div>
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Oferhttp://www.blogger.com/profile/16972000420990793088noreply@blogger.com0tag:blogger.com,1999:blog-4000099581229746223.post-49524258644117029062012-11-11T07:34:00.000-08:002012-11-11T07:35:39.432-08:00אל תהיו מותג של Copy & Paste<div dir="rtl" style="text-align: right;" trbidi="on">
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<style>
/* Style Definitions */
table.MsoNormalTable
{mso-style-name:"טבלה רגילה";
mso-tstyle-rowband-size:0;
mso-tstyle-colband-size:0;
mso-style-noshow:yes;
mso-style-priority:99;
mso-style-qformat:yes;
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font-family:"Calibri","sans-serif";
mso-ascii-font-family:Calibri;
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mso-hansi-theme-font:minor-latin;}
</style>
<![endif]-->
<br />
<div class="MsoNormal" dir="RTL" style="direction: rtl; line-height: normal; margin-bottom: .0001pt; margin-bottom: 0in; text-align: right; unicode-bidi: embed;">
<a href="https://blogger.googleusercontent.com/img/b/R29vZ2xl/AVvXsEjAbYaMjk_YOYadKSTjtv6UB9zmTgW5XBfILqrEqI2M4E20LpgmVV7tFDxOSFZbGBSuvfHGgyz4_7n-Gn2B4fu979kO5skqQe6HQHKP52NDg0PnqTfGsVmijn5x4BMWxzDyvUgCBZbhtaug/s1600/copy-paste_521961.jpg" imageanchor="1" style="clear: right; float: right; margin-bottom: 1em; margin-left: 1em;"><img border="0" height="105" src="https://blogger.googleusercontent.com/img/b/R29vZ2xl/AVvXsEjAbYaMjk_YOYadKSTjtv6UB9zmTgW5XBfILqrEqI2M4E20LpgmVV7tFDxOSFZbGBSuvfHGgyz4_7n-Gn2B4fu979kO5skqQe6HQHKP52NDg0PnqTfGsVmijn5x4BMWxzDyvUgCBZbhtaug/s320/copy-paste_521961.jpg" width="320" /></a><span lang="HE" style="font-family: "Times New Roman","serif"; font-size: 12.0pt; mso-fareast-font-family: "Times New Roman";"> </span></div>
<div class="MsoNormal" dir="RTL" style="direction: rtl; line-height: normal; margin-bottom: .0001pt; margin-bottom: 0in; text-align: right; unicode-bidi: embed;">
<br /></div>
<div class="MsoNormal" dir="RTL" style="direction: rtl; line-height: normal; margin-bottom: .0001pt; margin-bottom: 0in; text-align: right; unicode-bidi: embed;">
<br /></div>
<div class="MsoNormal" dir="RTL" style="direction: rtl; line-height: normal; margin-bottom: .0001pt; margin-bottom: 0in; text-align: right; unicode-bidi: embed;">
<br /></div>
<div class="MsoNormal" dir="RTL" style="direction: rtl; line-height: normal; margin-bottom: .0001pt; margin-bottom: 0in; text-align: right; unicode-bidi: embed;">
<br /></div>
<div class="MsoNormal" dir="RTL" style="direction: rtl; line-height: normal; margin-bottom: .0001pt; margin-bottom: 0in; text-align: right; unicode-bidi: embed;">
<br /></div>
<div class="MsoNormal" dir="RTL" style="direction: rtl; line-height: normal; margin-bottom: .0001pt; margin-bottom: 0in; text-align: right; unicode-bidi: embed;">
<br /></div>
<div class="MsoNormal" dir="RTL" style="direction: rtl; line-height: normal; margin-bottom: .0001pt; margin-bottom: 0in; text-align: right; unicode-bidi: embed;">
<br /></div>
<div class="MsoNormal" dir="RTL" style="direction: rtl; line-height: normal; margin-bottom: .0001pt; margin-bottom: 0in; text-align: right; unicode-bidi: embed;">
<br /></div>
<div class="MsoNormal" dir="RTL" style="direction: rtl; line-height: normal; margin-bottom: .0001pt; margin-bottom: 0in; text-align: right; unicode-bidi: embed;">
<span lang="HE" style="font-family: "Times New Roman","serif"; font-size: 12.0pt; mso-fareast-font-family: "Times New Roman";">הכי קל להיות נינוח. </span></div>
<div class="MsoNormal" dir="RTL" style="direction: rtl; line-height: normal; margin-bottom: .0001pt; margin-bottom: 0in; text-align: right; unicode-bidi: embed;">
<br /></div>
<div class="MsoNormal" dir="RTL" style="direction: rtl; line-height: normal; margin-bottom: .0001pt; margin-bottom: 0in; text-align: right; unicode-bidi: embed;">
<span lang="HE" style="font-family: "Times New Roman","serif"; font-size: 12.0pt; mso-fareast-font-family: "Times New Roman";">להתרווח בתוך
המגרה שלכם. בתוך הקטגוריה שלכם. </span></div>
<div class="MsoNormal" dir="RTL" style="direction: rtl; line-height: normal; margin-bottom: .0001pt; margin-bottom: 0in; text-align: right; unicode-bidi: embed;">
<br /></div>
<div class="MsoNormal" dir="RTL" style="direction: rtl; line-height: normal; margin-bottom: .0001pt; margin-bottom: 0in; text-align: right; unicode-bidi: embed;">
<span lang="HE" style="font-family: "Times New Roman","serif"; font-size: 12.0pt; mso-fareast-font-family: "Times New Roman";">הכי קל זה קל להפסיק לדחוף את דפנות
המגרה שסוגרת עליכם. </span></div>
<div class="MsoNormal" dir="RTL" style="direction: rtl; line-height: normal; margin-bottom: .0001pt; margin-bottom: 0in; text-align: right; unicode-bidi: embed;">
<br /></div>
<div class="MsoNormal" dir="RTL" style="direction: rtl; line-height: normal; margin-bottom: .0001pt; margin-bottom: 0in; text-align: right; unicode-bidi: embed;">
<span lang="HE" style="font-family: "Times New Roman","serif"; font-size: 12.0pt; mso-fareast-font-family: "Times New Roman";">המגרה שמגדירה אתכם. </span></div>
<div class="MsoNormal" dir="RTL" style="direction: rtl; line-height: normal; margin-bottom: .0001pt; margin-bottom: 0in; text-align: right; unicode-bidi: embed;">
<br /></div>
<div class="MsoNormal" dir="RTL" style="direction: rtl; line-height: normal; margin-bottom: .0001pt; margin-bottom: 0in; text-align: right; unicode-bidi: embed;">
<span lang="HE" style="font-family: "Times New Roman","serif"; font-size: 12.0pt; mso-fareast-font-family: "Times New Roman";">אינסטלאטורים. </span></div>
<div class="MsoNormal" dir="RTL" style="direction: rtl; line-height: normal; margin-bottom: .0001pt; margin-bottom: 0in; text-align: right; unicode-bidi: embed;">
<span lang="HE" style="font-family: "Times New Roman","serif"; font-size: 12.0pt; mso-fareast-font-family: "Times New Roman";">עורכי דין.</span></div>
<div class="MsoNormal" dir="RTL" style="direction: rtl; line-height: normal; margin-bottom: .0001pt; margin-bottom: 0in; text-align: right; unicode-bidi: embed;">
<span lang="HE" style="font-family: "Times New Roman","serif"; font-size: 12.0pt; mso-fareast-font-family: "Times New Roman";">מוזיקאים. </span></div>
<div class="MsoNormal" dir="RTL" style="direction: rtl; line-height: normal; margin-bottom: .0001pt; margin-bottom: 0in; text-align: right; unicode-bidi: embed;">
<span lang="HE" style="font-family: "Times New Roman","serif"; font-size: 12.0pt; mso-fareast-font-family: "Times New Roman";">במאים.</span></div>
<div class="MsoNormal" dir="RTL" style="direction: rtl; line-height: normal; margin-bottom: .0001pt; margin-bottom: 0in; text-align: right; unicode-bidi: embed;">
<span lang="HE" style="font-family: "Times New Roman","serif"; font-size: 12.0pt; mso-fareast-font-family: "Times New Roman";">רופאי שיניים. </span></div>
<div class="MsoNormal" dir="RTL" style="direction: rtl; line-height: normal; margin-bottom: .0001pt; margin-bottom: 0in; text-align: right; unicode-bidi: embed;">
<span lang="HE" style="font-family: "Times New Roman","serif"; font-size: 12.0pt; mso-fareast-font-family: "Times New Roman";">סוכני נסיעות.</span></div>
<div class="MsoNormal" dir="RTL" style="direction: rtl; line-height: normal; margin-bottom: .0001pt; margin-bottom: 0in; text-align: right; unicode-bidi: embed;">
<br /></div>
<div class="MsoNormal" dir="RTL" style="direction: rtl; line-height: normal; margin-bottom: .0001pt; margin-bottom: 0in; text-align: right; unicode-bidi: embed;">
<span lang="HE" style="font-family: "Times New Roman","serif"; font-size: 12.0pt; mso-fareast-font-family: "Times New Roman";">והכי קל זה לעשות את מה שעשיתם בשנה
שעברה. </span></div>
<div class="MsoNormal" dir="RTL" style="direction: rtl; line-height: normal; margin-bottom: .0001pt; margin-bottom: 0in; text-align: right; unicode-bidi: embed;">
<u><span lang="HE" style="font-family: "Times New Roman","serif"; font-size: 12.0pt; mso-fareast-font-family: "Times New Roman";">כי אז זה עבד מצוין. </span></u></div>
<div class="MsoNormal" dir="RTL" style="direction: rtl; line-height: normal; margin-bottom: .0001pt; margin-bottom: 0in; text-align: right; unicode-bidi: embed;">
<br /></div>
<div class="MsoNormal" dir="RTL" style="direction: rtl; line-height: normal; margin-bottom: .0001pt; margin-bottom: 0in; text-align: right; unicode-bidi: embed;">
<b><span lang="HE" style="font-family: "Times New Roman","serif"; font-size: 12.0pt; mso-fareast-font-family: "Times New Roman";">אז </span><span dir="LTR" style="font-family: "Times New Roman","serif"; font-size: 12.0pt; mso-fareast-font-family: "Times New Roman";">Copy&Paste</span></b><span lang="HE" style="font-family: "Times New Roman","serif"; font-size: 12.0pt; mso-fareast-font-family: "Times New Roman";"><br /> </span></div>
<div class="MsoNormal" dir="RTL" style="direction: rtl; line-height: normal; margin-bottom: .0001pt; margin-bottom: 0in; text-align: right; unicode-bidi: embed;">
<span lang="HE" style="font-family: "Times New Roman","serif"; font-size: 12.0pt; mso-fareast-font-family: "Times New Roman";">והכי קשה זה להטיל ספק בכל דבר. לשאול שאלות<span style="mso-spacerun: yes;">
</span>טיפשיות בכל יום. </span></div>
<div class="MsoNormal" dir="RTL" style="direction: rtl; line-height: normal; margin-bottom: .0001pt; margin-bottom: 0in; text-align: right; unicode-bidi: embed;">
<span lang="HE" style="font-family: "Times New Roman","serif"; font-size: 12.0pt; mso-fareast-font-family: "Times New Roman";">הכי קשה זה להתחיל כל יום עם נייר
ריק. טאבולה ראסה. חלק כמו תחת של תינוק. </span><br />
<span lang="HE" style="font-family: "Times New Roman","serif"; font-size: 12.0pt; mso-fareast-font-family: "Times New Roman";">הכי קשה זה לא להיות מוגדר. ככה באויר. נזיל. גמיש. סקרן. זורם. </span><br />
<span lang="HE" style="font-family: "Times New Roman","serif"; font-size: 12.0pt; mso-fareast-font-family: "Times New Roman";"> </span></div>
<div class="MsoNormal" dir="RTL" style="direction: rtl; line-height: normal; margin-bottom: .0001pt; margin-bottom: 0in; text-align: right; unicode-bidi: embed;">
<span lang="HE" style="font-family: "Times New Roman","serif"; font-size: 12.0pt; mso-fareast-font-family: "Times New Roman";">יש אנשים, עסקים, חברות ומותגים שתמיד
חושבים על דרכים חדשות קדימה. למעלה. ימינה.ממציאים את עצמם. </span></div>
<div class="MsoNormal" dir="RTL" style="direction: rtl; line-height: normal; margin-bottom: .0001pt; margin-bottom: 0in; text-align: right; unicode-bidi: embed;">
<span lang="HE" style="font-family: "Times New Roman","serif"; font-size: 12.0pt; mso-fareast-font-family: "Times New Roman";"> ויש כאלה שתמיד רוצים לחזור על עצמם. </span></div>
<div class="MsoNormal" dir="RTL" style="direction: rtl; line-height: normal; margin-bottom: .0001pt; margin-bottom: 0in; text-align: right; unicode-bidi: embed;">
<br /></div>
<div class="MsoNormal" dir="RTL" style="direction: rtl; line-height: normal; margin-bottom: .0001pt; margin-bottom: 0in; text-align: right; unicode-bidi: embed;">
<b><span lang="HE" style="font-family: "Times New Roman","serif"; font-size: 12.0pt; mso-fareast-font-family: "Times New Roman";">אז הם עושים </span><span dir="LTR" style="font-family: "Times New Roman","serif"; font-size: 12.0pt; mso-fareast-font-family: "Times New Roman";">Copy&Paste</span></b></div>
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<br /></div>
<div class="MsoNormal" dir="RTL" style="direction: rtl; line-height: normal; margin-bottom: .0001pt; margin-bottom: 0in; text-align: right; unicode-bidi: embed;">
<span lang="HE" style="font-family: "Times New Roman","serif"; font-size: 12.0pt; mso-fareast-font-family: "Times New Roman";">לאלה שחוזרים על עצמם יש חיים קלים עד
שיום אחד הם מתעוררים והעסק שלהם כבר לא שם. </span></div>
<div class="MsoNormal" dir="RTL" style="direction: rtl; line-height: normal; margin-bottom: .0001pt; margin-bottom: 0in; text-align: right; unicode-bidi: embed;">
<span lang="HE" style="font-family: "Times New Roman","serif"; font-size: 12.0pt; mso-fareast-font-family: "Times New Roman";">והחיים הקלים יוחלפו בחיים קשים.<br />
ויש אלה שימשיכו לדחוף את דפנות המגרה. אולי לצאת ממנה? אולי להמציא מגרה חדשה? <span style="mso-spacerun: yes;"> </span></span></div>
<div class="MsoNormal" dir="RTL" style="direction: rtl; line-height: normal; margin-bottom: .0001pt; margin-bottom: 0in; text-align: right; unicode-bidi: embed;">
<span lang="HE" style="font-family: "Times New Roman","serif"; font-size: 12.0pt; mso-fareast-font-family: "Times New Roman";">בשבילם אף פעם לא יהיו חיים קלים. </span></div>
<div class="MsoNormal" dir="RTL" style="direction: rtl; line-height: normal; margin-bottom: .0001pt; margin-bottom: 0in; text-align: right; unicode-bidi: embed;">
<span lang="HE" style="font-family: "Times New Roman","serif"; font-size: 12.0pt; mso-fareast-font-family: "Times New Roman";">הם אף פעם לא יתגלגלו במורד הר
ההצלחה. </span></div>
<div class="MsoNormal" dir="RTL" style="direction: rtl; line-height: normal; margin-bottom: .0001pt; margin-bottom: 0in; text-align: right; unicode-bidi: embed;">
<span lang="HE" style="font-family: "Times New Roman","serif"; font-size: 12.0pt; mso-fareast-font-family: "Times New Roman";">אבל מצד שני, הם אף פעם לא יתעוררו
ויגלו שהעסק שלהם נעלם. .<br /> </span></div>
<div class="MsoNormal" dir="RTL" style="direction: rtl; line-height: normal; margin-bottom: .0001pt; margin-bottom: 0in; text-align: right; unicode-bidi: embed;">
<span lang="HE" style="font-family: "Times New Roman","serif"; font-size: 12.0pt; mso-fareast-font-family: "Times New Roman";">אל תעמדו במקום לעולם. </span></div>
<div class="MsoNormal" dir="RTL" style="direction: rtl; line-height: normal; margin-bottom: .0001pt; margin-bottom: 0in; text-align: right; unicode-bidi: embed;">
<br /></div>
<div class="MsoNormal" dir="RTL" style="direction: rtl; line-height: normal; margin-bottom: .0001pt; margin-bottom: 0in; text-align: right; unicode-bidi: embed;">
<b><span lang="HE" style="font-family: "Times New Roman","serif"; font-size: 12.0pt; mso-fareast-font-family: "Times New Roman";">נסו לפתוח את המגרה בה אתם חיים כל
יום ולהציץ החוצה. </span></b></div>
</div>
Oferhttp://www.blogger.com/profile/16972000420990793088noreply@blogger.com0tag:blogger.com,1999:blog-4000099581229746223.post-18306863009336376952012-11-04T05:28:00.001-08:002012-11-04T05:30:07.294-08:00מותג בונים עם הראש בקיר<div dir="rtl" style="text-align: right;" trbidi="on">
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<br />
<div dir="RTL" style="direction: rtl; margin-bottom: .0001pt; margin: 0in; text-align: right; unicode-bidi: embed;">
<a href="https://blogger.googleusercontent.com/img/b/R29vZ2xl/AVvXsEhk0YsY8r-cLJY1WHR3Li3FZNzo4e1UGf75-8w6Bmmo4ZTyUHmVsalDL3VessyGWZ-zssHUknqtsM4BoQ0wCmFp0G2uYKx1UbVRiMfC-OonAmgsWfmDnsW7FF-ifC6gVfLFpYLZOmPdkm-Y/s1600/sisyphus.jpg" imageanchor="1" style="clear: right; float: right; margin-bottom: 1em; margin-left: 1em;"><img border="0" height="320" src="https://blogger.googleusercontent.com/img/b/R29vZ2xl/AVvXsEhk0YsY8r-cLJY1WHR3Li3FZNzo4e1UGf75-8w6Bmmo4ZTyUHmVsalDL3VessyGWZ-zssHUknqtsM4BoQ0wCmFp0G2uYKx1UbVRiMfC-OonAmgsWfmDnsW7FF-ifC6gVfLFpYLZOmPdkm-Y/s320/sisyphus.jpg" width="285" /></a><span style="color: red;"><i><span lang="HE" style="font-family: "Arial","sans-serif"; font-size: 11.5pt;">כמו הראש לקיר</span></i></span></div>
<div dir="RTL" style="direction: rtl; margin-bottom: .0001pt; margin: 0in; text-align: right; unicode-bidi: embed;">
<br /></div>
<div dir="RTL" style="direction: rtl; margin-bottom: .0001pt; margin: 0in; text-align: right; unicode-bidi: embed;">
<span style="color: red;"><i><span lang="HE" style="font-family: "Arial","sans-serif"; font-size: 11.5pt;">כמו טיל לירח </span></i></span></div>
<div dir="RTL" style="direction: rtl; margin-bottom: .0001pt; margin: 0in; text-align: right; unicode-bidi: embed;">
<br /></div>
<div dir="RTL" style="direction: rtl; margin-bottom: .0001pt; margin: 0in; text-align: right; unicode-bidi: embed;">
<span style="color: red;"><i><span lang="HE" style="font-family: "Arial","sans-serif"; font-size: 11.5pt;">כמו עכבר לגבינה </span></i></span></div>
<div dir="RTL" style="direction: rtl; margin-bottom: .0001pt; margin: 0in; text-align: right; unicode-bidi: embed;">
<br /></div>
<div dir="RTL" style="direction: rtl; margin-bottom: .0001pt; margin: 0in; text-align: right; unicode-bidi: embed;">
<span style="color: red;"><i><span lang="HE" style="font-family: "Arial","sans-serif"; font-size: 11.5pt;">כמו כדור לראש </span></i></span></div>
<div dir="RTL" style="direction: rtl; margin-bottom: .0001pt; margin: 0in; text-align: right; unicode-bidi: embed;">
<br /></div>
<div dir="RTL" style="direction: rtl; margin-bottom: .0001pt; margin: 0in; text-align: right; unicode-bidi: embed;">
<span style="color: red;"><i><span lang="HE" style="font-family: "Arial","sans-serif"; font-size: 11.5pt;">כמו ההרואין לווריד </span></i></span></div>
<div dir="RTL" style="direction: rtl; margin-bottom: .0001pt; margin: 0in; text-align: right; unicode-bidi: embed;">
<br /></div>
<div dir="RTL" style="direction: rtl; margin-bottom: .0001pt; margin: 0in; text-align: right; unicode-bidi: embed;">
<span style="color: red;"><i><span lang="HE" style="font-family: "Arial","sans-serif"; font-size: 11.5pt;">כמו אש לקוצים</span></i></span></div>
<div dir="RTL" style="direction: rtl; margin-bottom: .0001pt; margin: 0in; text-align: right; unicode-bidi: embed;">
<br /></div>
<div dir="RTL" style="direction: rtl; margin-bottom: .0001pt; margin: 0in; text-align: right; unicode-bidi: embed;">
<span style="color: red;"><i><span lang="HE" style="font-family: "Arial","sans-serif"; font-size: 11.5pt;">כמו</span><span dir="LTR"></span><span dir="LTR" lang="HE" style="font-family: "Arial","sans-serif"; font-size: 11.5pt;"><span dir="LTR"></span> </span><span lang="HE" style="font-family: "Arial","sans-serif"; font-size: 11.5pt;">מקלות לתופים </span></i></span></div>
<div dir="RTL" style="direction: rtl; margin-bottom: .0001pt; margin: 0in; text-align: right; unicode-bidi: embed;">
<br /></div>
<div dir="RTL" style="direction: rtl; margin-bottom: .0001pt; margin: 0in; text-align: right; unicode-bidi: embed;">
<span style="color: red;"><i><span lang="HE" style="font-family: "Arial","sans-serif"; font-size: 11.5pt;">כמו וויסקי לאלכוהוליסט </span></i></span></div>
<div dir="RTL" style="direction: rtl; margin-bottom: .0001pt; margin: 0in; text-align: right; unicode-bidi: embed;">
<br /></div>
<div dir="RTL" style="direction: rtl; margin-bottom: .0001pt; margin: 0in; text-align: right; unicode-bidi: embed;">
<span style="color: red;"><i><span lang="HE" style="font-family: "Arial","sans-serif"; font-size: 11.5pt;">כמו שורשים לעץ </span></i></span></div>
<div dir="RTL" style="direction: rtl; margin-bottom: .0001pt; margin: 0in; text-align: right; unicode-bidi: embed;">
<br /></div>
<div dir="RTL" style="direction: rtl; margin-bottom: .0001pt; margin: 0in; text-align: right; unicode-bidi: embed;">
<span style="color: red;"><i><span lang="HE" style="font-family: "Arial","sans-serif"; font-size: 11.5pt;">כמו לבה להר געש </span></i></span></div>
<div dir="RTL" style="direction: rtl; margin-bottom: .0001pt; margin: 0in; text-align: right; unicode-bidi: embed;">
<br /></div>
<div dir="RTL" style="direction: rtl; margin-bottom: .0001pt; margin: 0in; text-align: right; unicode-bidi: embed;">
<span style="color: red;"><i><span lang="HE" style="font-family: "Arial","sans-serif"; font-size: 11.5pt;">כמו</span><span dir="LTR"></span><span dir="LTR" lang="HE" style="font-family: "Arial","sans-serif"; font-size: 11.5pt;"><span dir="LTR"></span> </span><span lang="HE" style="font-family: "Arial","sans-serif"; font-size: 11.5pt;">מהירות לאור </span></i></span></div>
<div dir="RTL" style="direction: rtl; margin-bottom: .0001pt; margin: 0in; text-align: right; unicode-bidi: embed;">
<br /></div>
<div dir="RTL" style="direction: rtl; margin-bottom: .0001pt; margin: 0in; text-align: right; unicode-bidi: embed;">
<span style="color: red;"><i><span lang="HE" style="font-family: "Arial","sans-serif"; font-size: 11.5pt;">כמו לשון של זיקית </span></i></span></div>
<div dir="RTL" style="direction: rtl; margin-bottom: .0001pt; margin: 0in; text-align: right; unicode-bidi: embed;">
<br /></div>
<div dir="RTL" style="direction: rtl; margin-bottom: .0001pt; margin: 0in; text-align: right; unicode-bidi: embed;">
<span style="color: red;"><i><span lang="HE" style="font-family: "Arial","sans-serif"; font-size: 11.5pt;">כמו בשר מדמם לנמר </span></i></span></div>
<div dir="RTL" style="direction: rtl; margin-bottom: .0001pt; margin: 0in; text-align: right; unicode-bidi: embed;">
<br /></div>
<div dir="RTL" style="direction: rtl; margin-bottom: .0001pt; margin: 0in; text-align: right; unicode-bidi: embed;">
<span style="color: red;"><i><span lang="HE" style="font-family: "Arial","sans-serif"; font-size: 11.5pt;">כמו אייל מגח בקיר</span></i></span></div>
<div dir="RTL" style="direction: rtl; margin-bottom: .0001pt; margin: 0in; text-align: right; unicode-bidi: embed;">
<span style="color: red;"><i><span lang="HE" style="font-family: "Arial","sans-serif"; font-size: 11.5pt;">כמו סלמון במסעו</span><span dir="LTR"></span><span dir="LTR" lang="HE" style="font-family: "Arial","sans-serif"; font-size: 11.5pt;"><span dir="LTR"></span> </span><span lang="HE" style="font-family: "Arial","sans-serif"; font-size: 11.5pt;"></span></i></span></div>
<div dir="RTL" style="direction: rtl; margin-bottom: .0001pt; margin: 0in; text-align: right; unicode-bidi: embed;">
<span style="color: red;"><i><span lang="HE" style="font-family: "Arial","sans-serif"; font-size: 11.5pt;">כמו מוזיקה לאוזן </span></i></span></div>
<div dir="RTL" style="direction: rtl; margin-bottom: .0001pt; margin: 0in; text-align: right; unicode-bidi: embed;">
<span style="color: red;"><i><span lang="HE" style="font-family: "Arial","sans-serif"; font-size: 11.5pt;">כמו לב דופק </span></i></span></div>
<div dir="RTL" style="direction: rtl; margin-bottom: .0001pt; margin: 0in; text-align: right; unicode-bidi: embed;">
<br /></div>
<div dir="RTL" style="direction: rtl; margin-bottom: .0001pt; margin: 0in; text-align: right; unicode-bidi: embed;">
<span style="color: red;"><i><span lang="HE" style="font-family: "Arial","sans-serif"; font-size: 11.5pt;">כמו סיבוב כדור הארץ </span></i></span></div>
<div dir="RTL" style="direction: rtl; margin-bottom: .0001pt; margin: 0in; text-align: right; unicode-bidi: embed;">
<br /></div>
<div dir="RTL" style="direction: rtl; margin-bottom: .0001pt; margin: 0in; text-align: right; unicode-bidi: embed;">
<span style="color: red;"><i><span lang="HE" style="font-family: "Arial","sans-serif"; font-size: 11.5pt;">כמו חור מנעול למציצן</span></i></span></div>
<div dir="RTL" style="direction: rtl; margin-bottom: .0001pt; margin: 0in; text-align: right; unicode-bidi: embed;">
<br /></div>
<div dir="RTL" style="direction: rtl; margin-bottom: .0001pt; margin: 0in; text-align: right; unicode-bidi: embed;">
<span style="color: red;"><i><span lang="HE" style="font-family: "Arial","sans-serif"; font-size: 11.5pt;">כמו אסיר לחופש, </span></i></span></div>
<div dir="RTL" style="direction: rtl; margin-bottom: .0001pt; margin: 0in; text-align: right; unicode-bidi: embed;">
<span style="color: red;"><i><span lang="HE" style="font-family: "Arial","sans-serif"; font-size: 11.5pt;">כמו עינוי סיני</span></i></span></div>
<div dir="RTL" style="direction: rtl; margin-bottom: .0001pt; margin: 0in; text-align: right; unicode-bidi: embed;">
<br /></div>
<div dir="RTL" style="direction: rtl; margin-bottom: .0001pt; margin: 0in; text-align: right; unicode-bidi: embed;">
<span style="color: red;"><i><span lang="HE" style="font-family: "Arial","sans-serif"; font-size: 11.5pt;">כמו גלים לגולש </span></i></span></div>
<div dir="RTL" style="direction: rtl; margin-bottom: .0001pt; margin: 0in; text-align: right; unicode-bidi: embed;">
<span style="color: red;"><i><span lang="HE" style="font-family: "Arial","sans-serif"; font-size: 11.5pt;">כמו ניקוטין לדם </span></i></span></div>
<div dir="RTL" style="direction: rtl; margin-bottom: .0001pt; margin: 0in; text-align: right; unicode-bidi: embed;">
<br /></div>
<div dir="RTL" style="direction: rtl; margin-bottom: .0001pt; margin: 0in; text-align: right; unicode-bidi: embed;">
<span style="color: red;"><i><span lang="HE" style="font-family: "Arial","sans-serif"; font-size: 11.5pt;">כמו צמא</span><span dir="LTR"></span><span dir="LTR" lang="HE" style="font-family: "Arial","sans-serif"; font-size: 11.5pt;"><span dir="LTR"></span> </span><span lang="HE" style="font-family: "Arial","sans-serif"; font-size: 11.5pt;">במדבר</span></i></span></div>
<div dir="RTL" style="direction: rtl; margin-bottom: .0001pt; margin: 0in; text-align: right; unicode-bidi: embed;">
<span style="color: red;"><i><span lang="HE" style="font-family: "Arial","sans-serif"; font-size: 11.5pt;">כמו רוח למפרש </span></i></span></div>
<div dir="RTL" style="direction: rtl; margin-bottom: .0001pt; margin: 0in; text-align: right; unicode-bidi: embed;">
<br /></div>
<div dir="RTL" style="direction: rtl; margin-bottom: .0001pt; margin: 0in; text-align: right; unicode-bidi: embed;">
<span style="color: red;"><i><span lang="HE" style="font-family: "Arial","sans-serif"; font-size: 11.5pt;">כמו אוהב לנאהב. </span></i></span></div>
<div dir="RTL" style="direction: rtl; margin-bottom: .0001pt; margin: 0in; text-align: right; unicode-bidi: embed;">
<br /></div>
<div dir="RTL" style="direction: rtl; margin-bottom: .0001pt; margin: 0in; text-align: right; unicode-bidi: embed;">
<span style="color: red;"><i><span lang="HE" style="font-family: "Arial","sans-serif"; font-size: 11.5pt;">אוזניים אטומות</span></i></span></div>
<div dir="RTL" style="direction: rtl; margin-bottom: .0001pt; margin: 0in; text-align: right; unicode-bidi: embed;">
<span style="color: red;"><i><span lang="HE" style="font-family: "Arial","sans-serif"; font-size: 11.5pt;">עיניים עצומות</span></i></span></div>
<div dir="RTL" style="direction: rtl; margin-bottom: .0001pt; margin: 0in; text-align: right; unicode-bidi: embed;">
<span style="color: red;"><i><span lang="HE" style="font-family: "Arial","sans-serif"; font-size: 11.5pt;">הלב פתוח</span></i></span></div>
<div dir="RTL" style="direction: rtl; margin-bottom: .0001pt; margin: 0in; text-align: right; unicode-bidi: embed;">
<br /></div>
<div dir="RTL" style="direction: rtl; margin-bottom: .0001pt; margin: 0in; text-align: right; unicode-bidi: embed;">
<span style="color: red;"><i><span lang="HE" style="font-family: "Arial","sans-serif"; font-size: 11.5pt;">דוחפים את האבן במעלה ההר </span></i></span></div>
<div dir="RTL" style="direction: rtl; margin-bottom: .0001pt; margin: 0in; text-align: right; unicode-bidi: embed;">
<br /></div>
<div dir="RTL" style="direction: rtl; margin-bottom: .0001pt; margin: 0in; text-align: right; unicode-bidi: embed;">
<span style="color: red;"><i><span lang="HE" style="font-family: "Arial","sans-serif"; font-size: 11.5pt;">כנגד כל הסיכויים. </span></i></span></div>
<div dir="RTL" style="direction: rtl; margin-bottom: .0001pt; margin: 0in; text-align: right; unicode-bidi: embed;">
<span style="color: red;"><i>ככה אני בונה מותגים. </i></span></div>
<div dir="RTL" style="direction: rtl; margin-bottom: .0001pt; margin: 0in; text-align: right; unicode-bidi: embed;">
<span dir="LTR" style="color: black; font-family: "Arial","sans-serif"; font-size: 11.5pt;"><br /></span></div>
<div dir="RTL" style="direction: rtl; margin-bottom: .0001pt; margin: 0in; text-align: right; unicode-bidi: embed;">
<span dir="LTR" style="color: black; font-family: "Arial","sans-serif"; font-size: 11.5pt;"><br /></span></div>
</div>
Oferhttp://www.blogger.com/profile/16972000420990793088noreply@blogger.com0tag:blogger.com,1999:blog-4000099581229746223.post-60138754222548285042012-10-28T04:23:00.000-07:002012-10-28T04:23:12.540-07:00איך לגרום לאנשים לאהוב את המותג שלכם? <div dir="rtl" style="text-align: right;" trbidi="on">
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<div class="separator" style="clear: both; text-align: center;">
<a href="https://blogger.googleusercontent.com/img/b/R29vZ2xl/AVvXsEjxMmOOy97hXfjIqMLptsR_8fx5owKuak-hZdagFN3Hr5pyjlXOB3zvtvO_YoqBh43tu5vaeYJ3Wbu4pANIv0E2lDs9ity4zLj53SpLS4kBK04iOhTaJRUK6Wx9njdb5WPpBlP1YGOY-tR6/s1600/teddy_bear_i_love_you-1383.jpg" imageanchor="1" style="clear: right; float: right; margin-bottom: 1em; margin-left: 1em;"><img border="0" height="320" src="https://blogger.googleusercontent.com/img/b/R29vZ2xl/AVvXsEjxMmOOy97hXfjIqMLptsR_8fx5owKuak-hZdagFN3Hr5pyjlXOB3zvtvO_YoqBh43tu5vaeYJ3Wbu4pANIv0E2lDs9ity4zLj53SpLS4kBK04iOhTaJRUK6Wx9njdb5WPpBlP1YGOY-tR6/s320/teddy_bear_i_love_you-1383.jpg" width="320" /></a></div>
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<br /></div>
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<span dir="RTL"></span><span lang="HE" style="font-family: "Times New Roman","serif"; font-size: 12.0pt; mso-fareast-font-family: "Times New Roman";"><span dir="RTL"></span>1. <b>אתם חייבים
לאהוב אותו קודם כל</b>. אתם חייבים לאהוב אותו יותר מכל דבר אחר . חייבים להזיע
על כל פרט ופרט שלו. והאהבה הזו אסור שתיפסק. חייבים לשקול כל פרט. ולשקול אותו
מחדש שוב. הוא חייב להיות חשוב לכם. רק אז הלקוחות שלכם ירגישו בזה. רק אז יש לכם
סיכוי לפתח איתם מערכת יחסים. </span></div>
<div class="MsoNormal" dir="RTL" style="direction: rtl; line-height: normal; margin-bottom: .0001pt; margin-bottom: 0in; text-align: right; unicode-bidi: embed;">
<span lang="HE" style="font-family: "Times New Roman","serif"; font-size: 12.0pt; mso-fareast-font-family: "Times New Roman";"><br />
2. <b>צרו ערך כלשהו.</b> ורק אז צרו רווחים. תהפכו את המוצר שלכם לטוב יותר, זול
יותר, בריא יותר, חכם יותר, קל יותר, אמיתי יותר. כל דבר עם "יותר" בסוף,
הוא אינדיקציה שאתם עושים משהו טוב. הרווחים יבואו רק אחרי שיצרתם ערך עבורם. כולם
אוהבים ערך. והוא בא לפני רווח. </span></div>
<div class="MsoNormal" dir="RTL" style="direction: rtl; line-height: normal; margin-bottom: .0001pt; margin-bottom: 0in; text-align: right; unicode-bidi: embed;">
<span lang="HE" style="font-family: "Times New Roman","serif"; font-size: 12.0pt; mso-fareast-font-family: "Times New Roman";"><br />
3. <b>תחשבו כמו לקוח.</b> שמו אותם ראשונים בסדרי העדיפויות שלכם. תמיד. אל תתפתו
למוצרים זולים כדי לשפר את שולי הרווח שלכם. מערכות יחסים ארוכי טווח עם הלקוחות
שלכם לא צריכות להיות קורבן לרווחים בטווח קצר. הרבה יותר קל למצוא את דרכים לחתוך
בעלויות מאשר למצוא לקוחות חדשים.<br />
<br />
4. <b>מוניטין יכול לקחת עשרות שנים כדי ליצור</b>. ושניות כדי להפסיד. </span></div>
<div class="MsoNormal" dir="RTL" style="direction: rtl; line-height: normal; margin-bottom: .0001pt; margin-bottom: 0in; text-align: right; unicode-bidi: embed;">
<span lang="HE" style="font-family: "Times New Roman","serif"; font-size: 12.0pt; mso-fareast-font-family: "Times New Roman";"><br />
5. <b>בניין חברה לוקח זמן.</b> כמו נטיעת עץ, זה לא יכול להיות מהר. ויכול להיות
שאתם מביטים בעץ הצעיר שלכם ושום דבר לא קורה בינתיים בכיס שלכם. אותו הכיס שבו
נמצא השרטוט של החלום שלכם. של העץ הבוגר. סבלנות היא מצרך נדיר בימים האלה. ואתם
צריכים אותה ובכמויות.<br />
<br />
6. <b>נאמנות. תשוקה. טיפול. איכות.</b> כל אלה הם הדברים טובים שכדאי שהיו בכיס
שלכם. </span></div>
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<span lang="HE" style="font-family: "Times New Roman","serif"; font-size: 12.0pt; mso-fareast-font-family: "Times New Roman";"><br />
7. <b>אתם לא יכולים להוציא יותר כסף מהמתחרים שלכם.</b> אבל אתם יכולים להוציא מעצמכם
יותר רעיונות. הם הנשק הסודי. <span style="mso-spacerun: yes;"> </span><br />
<br />
8. <b>אל תנסו להתעשר מהר.</b> במקום זאת, תבינו שלדברים בעלי משמעות לוקח זמן
לצמוח. תתעשרו לאט. <br />
<br />
9. <b>המותגים הטובים ביותר מחוללים שינוי אצל אנשים ובעולם.</b> יש להם סיבה
להתקיים מעבר למוצר או לשירות שהם מספקים. יש להם משהו גדול יותר שהם נלחמים נגדו.<br />
<br />
10. <b>אם אתם מרגישים משהו כלפי המותג שאתם יוצרים, תוודאו שהלקוחות שלכם יכולים
להרגיש את זה.</b> תתקשרו את זה החוצה כמו שצריך. בפשטות ובבהירות. <br />
<br />
11. <b>מותג הוא רק החפצה (מלשון חפץ) של נשמה שנכנסת לתוך מוצר או שירות</b>. תזכרו
שאתם בני אדם וכך הם גם הלקוחות שלכם. </span></div>
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<span lang="HE" style="font-family: "Times New Roman","serif"; font-size: 12.0pt; mso-fareast-font-family: "Times New Roman";"><br />
12. <b>תודו בטעויות שלכם</b>. תגידו להם תודה ואל תחזרו עליהן. <br />
<br />
13. <b>מזל.</b> תגידו לו תודה. אבל תעבדו קשה כדי שלא תהיו תלויים בו כל כך. <br />
<br />
14. <b>מותג הוא סט של ערכים.</b> תבהירו מה הם הערכים שלכם. ותדבקו בהם. גם שטוב
וגם כשרע. אל תוותרו עליהם. </span></div>
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<span lang="HE" style="font-family: "Times New Roman","serif"; font-size: 12.0pt; mso-fareast-font-family: "Times New Roman";"><br />
15. <b>אנשים טובים בונים מותגים טובים. </b>תזכרו את זה כשאתם מעסיקים אנשים
נוספים. </span></div>
<div class="MsoNormal" dir="RTL" style="direction: rtl; line-height: normal; margin-bottom: .0001pt; margin-bottom: 0in; text-align: right; unicode-bidi: embed;">
<span lang="HE" style="font-family: "Times New Roman","serif"; font-size: 12.0pt; mso-fareast-font-family: "Times New Roman";"><br />
16<b>. אל תרדפו אחרי האופנה.</b> הרכבת שלה עזבה מזמן את התחנה. במקום זה תהיו
ראשונים. במקום זה תמצאו את החלל הריק, תעשו משהו לפני כולם. ושהם יחקו אתכם. <br />
<br />
17. <b>תתחילו בקטן.</b> אבל תתחילו. מעולם לא היה טוב יותר להיות קטן מאשר בימינו
אנו. <br />
<br />
18. <b>תהיו צרים</b>. תתמקדו בנישה. עדיף להיות משמעותיים לחבורה קטנה של אנשים
מאשר לא להיות משמעותיים בכלל לחבורה גדולה של אנשים. </span></div>
<div class="MsoNormal" dir="RTL" style="direction: rtl; line-height: normal; margin-bottom: .0001pt; margin-bottom: 0in; text-align: right; unicode-bidi: embed;">
<br /></div>
<div class="MsoNormal" dir="RTL" style="direction: rtl; line-height: normal; margin-bottom: .0001pt; margin-bottom: 0in; text-align: right; unicode-bidi: embed;">
<span lang="HE" style="font-family: "Times New Roman","serif"; font-size: 12.0pt; mso-fareast-font-family: "Times New Roman";">19. <b>תהיו עקביים.</b> אמון נבנה על
רק ידי עקביות.<br />
<br />
20. <b>הדברים הקטנים שאתם עושים הם החשובים ביותר.</b> כמו כתיבת מכתב או סטטוס
או מתן פרח. אנשים זוכרים את הדברים הקטנים.<br />
<br />
21. <b>תשתדלו להיות הכי טובים במה שאתם עושים.</b> הממוצע הוא הסחורה הכי נפוצה
בשוק. <br />
<br />
22. <b>תהפכו את העסק שלכם למקום שכיף לעבוד בו.</b> או להיות בו. תמצאו דרך שהכיף
הזה יחלחל לתוך המוצרים שלכם. </span></div>
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23. <b>תיהנו מתהליך צמיחת העץ.</b> זה העץ שלכם. זה המותג שלכם. תאהבו אותו. </span></div>
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<span lang="HE" style="font-family: "Times New Roman","serif"; font-size: 12.0pt; mso-fareast-font-family: "Times New Roman";">24. <b>תגידו לשורה התחתונה שאתם לא מעוניינים בה כרגע ושאתם תתקשרו אליה כשתרצו ממנה משהו.</b> </span></div>
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<span lang="HE" style="font-family: "Times New Roman","serif"; font-size: 12.0pt; mso-fareast-font-family: "Times New Roman";">25. <b>כמו סעיף מספר 1</b>. </span></div>
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Oferhttp://www.blogger.com/profile/16972000420990793088noreply@blogger.com0tag:blogger.com,1999:blog-4000099581229746223.post-78660592310128818932012-10-11T00:48:00.001-07:002012-10-11T00:48:16.335-07:00על נאמנות ואהבה למותגים והסטירה ביניהם. (כן. סטירה). <div dir="rtl" style="text-align: right;" trbidi="on">
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<br /></div>
<div class="MsoNormal" dir="RTL" style="direction: rtl; line-height: normal; mso-margin-bottom-alt: auto; mso-margin-top-alt: auto; text-align: right; unicode-bidi: embed;">
<span lang="HE" style="font-family: "Times New Roman","serif"; mso-ansi-font-size: 9.0pt; mso-ascii-font-family: Georgia; mso-fareast-font-family: "Times New Roman"; mso-hansi-font-family: Georgia;">בגלל מה שמותג באמת רוצה הוא נאמנות</span></div>
<div class="MsoNormal" dir="RTL" style="direction: rtl; line-height: normal; mso-margin-bottom-alt: auto; mso-margin-top-alt: auto; text-align: right; unicode-bidi: embed;">
<br /></div>
<div class="MsoNormal" dir="RTL" style="direction: rtl; line-height: normal; mso-margin-bottom-alt: auto; mso-margin-top-alt: auto; text-align: right; unicode-bidi: embed;">
<span lang="HE" style="font-family: "Times New Roman","serif"; mso-ansi-font-size: 9.0pt; mso-ascii-font-family: Georgia; mso-fareast-font-family: "Times New Roman"; mso-hansi-font-family: Georgia;">נאמנות זה אומר אריכות ימים. ואריכות ימים היא
הגביע הקדוש עבור עסקים.</span></div>
<div class="MsoNormal" dir="RTL" style="direction: rtl; line-height: normal; mso-margin-bottom-alt: auto; mso-margin-top-alt: auto; text-align: right; unicode-bidi: embed;">
<br /></div>
<div class="MsoNormal" dir="RTL" style="direction: rtl; line-height: normal; mso-margin-bottom-alt: auto; mso-margin-top-alt: auto; text-align: right; unicode-bidi: embed;">
<span lang="HE" style="font-family: "Times New Roman","serif"; mso-ansi-font-size: 9.0pt; mso-ascii-font-family: Georgia; mso-fareast-font-family: "Times New Roman"; mso-hansi-font-family: Georgia;">למרות זאת, אתה יכול להיות נאמן למותג מבלי לאהוב
אותו.</span></div>
<div class="MsoNormal" dir="RTL" style="direction: rtl; line-height: normal; mso-margin-bottom-alt: auto; mso-margin-top-alt: auto; text-align: right; unicode-bidi: embed;">
<br /></div>
<div class="MsoNormal" dir="RTL" style="direction: rtl; line-height: normal; mso-margin-bottom-alt: auto; mso-margin-top-alt: auto; text-align: right; unicode-bidi: embed;">
<span lang="HE" style="font-family: "Times New Roman","serif"; mso-ansi-font-size: 9.0pt; mso-ascii-font-family: Georgia; mso-fareast-font-family: "Times New Roman"; mso-hansi-font-family: Georgia;">אני קונה ב"סופרמרקט" הענק של המותגים
(בקניונים, ברחובות ובאינטרנט) בגלל שאני חייב. </span></div>
<div class="MsoNormal" dir="RTL" style="direction: rtl; line-height: normal; mso-margin-bottom-alt: auto; mso-margin-top-alt: auto; text-align: right; unicode-bidi: embed;">
<br /></div>
<div class="MsoNormal" dir="RTL" style="direction: rtl; line-height: normal; mso-margin-bottom-alt: auto; mso-margin-top-alt: auto; text-align: right; unicode-bidi: embed;">
<span lang="HE" style="font-family: "Times New Roman","serif"; mso-ansi-font-size: 9.0pt; mso-ascii-font-family: Georgia; mso-fareast-font-family: "Times New Roman"; mso-hansi-font-family: Georgia;">אני משתמש בחלק מהמותגים. אני נאמן להם. אבל אין
כאן אהבה. </span></div>
<div class="MsoNormal" dir="RTL" style="direction: rtl; line-height: normal; mso-margin-bottom-alt: auto; mso-margin-top-alt: auto; text-align: right; unicode-bidi: embed;">
<br /></div>
<div class="MsoNormal" dir="RTL" style="direction: rtl; line-height: normal; mso-margin-bottom-alt: auto; mso-margin-top-alt: auto; text-align: right; unicode-bidi: embed;">
<br /></div>
<div class="MsoNormal" dir="RTL" style="direction: rtl; line-height: normal; mso-margin-bottom-alt: auto; mso-margin-top-alt: auto; text-align: right; unicode-bidi: embed;">
<span lang="HE" style="font-family: "Times New Roman","serif"; mso-ansi-font-size: 9.0pt; mso-ascii-font-family: Georgia; mso-fareast-font-family: "Times New Roman"; mso-hansi-font-family: Georgia;">ברגע שמותג חדש יפתח חנות ב"סופרמרקט"
הזה, אני ניגש לבדוק אותו כאילו לא הייתי נאמן מעולם. </span></div>
<div class="MsoNormal" dir="RTL" style="direction: rtl; line-height: normal; mso-margin-bottom-alt: auto; mso-margin-top-alt: auto; text-align: right; unicode-bidi: embed;">
<br /></div>
<div class="MsoNormal" dir="RTL" style="direction: rtl; line-height: normal; mso-margin-bottom-alt: auto; mso-margin-top-alt: auto; text-align: right; unicode-bidi: embed;">
<b><span lang="HE" style="font-family: "Times New Roman","serif"; mso-ansi-font-size: 9.0pt; mso-ascii-font-family: Georgia; mso-fareast-font-family: "Times New Roman"; mso-hansi-font-family: Georgia;">ברגע זה אני מכניס סטירה (מטאפורית וכלכלית) למותג הקודם ומפנה לו את גבי. </span></b></div>
<div class="MsoNormal" dir="RTL" style="direction: rtl; line-height: normal; mso-margin-bottom-alt: auto; mso-margin-top-alt: auto; text-align: right; unicode-bidi: embed;">
<br /></div>
<div class="MsoNormal" dir="RTL" style="direction: rtl; line-height: normal; mso-margin-bottom-alt: auto; mso-margin-top-alt: auto; text-align: right; unicode-bidi: embed;">
<span lang="HE" style="font-family: "Times New Roman","serif"; mso-ansi-font-size: 9.0pt; mso-ascii-font-family: Georgia; mso-fareast-font-family: "Times New Roman"; mso-hansi-font-family: Georgia;">כי כמעט ואין קשר בין נאמנות לאהבה. </span></div>
<div class="MsoNormal" dir="RTL" style="direction: rtl; line-height: normal; mso-margin-bottom-alt: auto; mso-margin-top-alt: auto; text-align: right; unicode-bidi: embed;">
<br /></div>
<div class="MsoNormal" dir="RTL" style="direction: rtl; line-height: normal; mso-margin-bottom-alt: auto; mso-margin-top-alt: auto; text-align: right; unicode-bidi: embed;">
<span lang="HE" style="font-family: "Times New Roman","serif"; mso-ansi-font-size: 9.0pt; mso-ascii-font-family: Georgia; mso-fareast-font-family: "Times New Roman"; mso-hansi-font-family: Georgia;">למשל, אני אוהב את המותג שנקרא "</span><span dir="LTR" style="font-family: "Georgia","serif"; font-size: 9.0pt; mso-bidi-font-family: "Times New Roman"; mso-bidi-font-size: 11.0pt; mso-fareast-font-family: "Times New Roman";">Hells
Pizza</span><span dir="RTL"></span><span lang="HE" style="font-family: "Times New Roman","serif"; mso-ansi-font-size: 9.0pt; mso-ascii-font-family: Georgia; mso-fareast-font-family: "Times New Roman"; mso-hansi-font-family: Georgia;"><span dir="RTL"></span>" (ניו
זילנד). אבל אני לא נאמן לו. </span></div>
<div class="MsoNormal" dir="RTL" style="direction: rtl; line-height: normal; mso-margin-bottom-alt: auto; mso-margin-top-alt: auto; text-align: right; unicode-bidi: embed;">
<br /></div>
<div class="MsoNormal" dir="RTL" style="direction: rtl; line-height: normal; mso-margin-bottom-alt: auto; mso-margin-top-alt: auto; text-align: right; unicode-bidi: embed;">
<span lang="HE" style="font-family: "Times New Roman","serif"; mso-ansi-font-size: 9.0pt; mso-ascii-font-family: Georgia; mso-fareast-font-family: "Times New Roman"; mso-hansi-font-family: Georgia;">זה בגלל שאני גר קצת רחוק מהם ואין להם סניף
בישראל. הלוואי והיה. </span></div>
<div class="MsoNormal" dir="RTL" style="direction: rtl; line-height: normal; mso-margin-bottom-alt: auto; mso-margin-top-alt: auto; text-align: right; unicode-bidi: embed;">
<br /></div>
<div class="MsoNormal" dir="RTL" style="direction: rtl; line-height: normal; mso-margin-bottom-alt: auto; mso-margin-top-alt: auto; text-align: right; unicode-bidi: embed;">
<span lang="HE" style="font-family: "Times New Roman","serif"; mso-ansi-font-size: 9.0pt; mso-ascii-font-family: Georgia; mso-fareast-font-family: "Times New Roman"; mso-hansi-font-family: Georgia;">אז למותג, אהבה או נאמנות זה אף פעם לא שחור או
לבן כמו שמקובל לחשוב. </span></div>
<div class="MsoNormal" dir="RTL" style="direction: rtl; line-height: normal; mso-margin-bottom-alt: auto; mso-margin-top-alt: auto; text-align: right; unicode-bidi: embed;">
<br /></div>
<div class="MsoNormal" dir="RTL" style="direction: rtl; line-height: normal; mso-margin-bottom-alt: auto; mso-margin-top-alt: auto; text-align: right; unicode-bidi: embed;">
<b><span lang="HE" style="font-family: "Times New Roman","serif"; mso-ansi-font-size: 9.0pt; mso-ascii-font-family: Georgia; mso-fareast-font-family: "Times New Roman"; mso-hansi-font-family: Georgia;">אבל אם יש מותג מושלם אז הוא צריך להיות קבוצת כדורגל. </span></b></div>
<div class="MsoNormal" dir="RTL" style="direction: rtl; line-height: normal; mso-margin-bottom-alt: auto; mso-margin-top-alt: auto; text-align: right; unicode-bidi: embed;">
<br /></div>
<div class="MsoNormal" dir="RTL" style="direction: rtl; line-height: normal; mso-margin-bottom-alt: auto; mso-margin-top-alt: auto; text-align: right; unicode-bidi: embed;">
<span lang="HE" style="font-family: "Times New Roman","serif"; mso-ansi-font-size: 9.0pt; mso-ascii-font-family: Georgia; mso-fareast-font-family: "Times New Roman"; mso-hansi-font-family: Georgia;">קבוצת כדורגל היא מותג שמשלב באופן נדיר בין נאמנות
ואהבה. </span></div>
<div class="MsoNormal" dir="RTL" style="direction: rtl; line-height: normal; mso-margin-bottom-alt: auto; mso-margin-top-alt: auto; text-align: right; unicode-bidi: embed;">
<br /></div>
<div class="MsoNormal" dir="RTL" style="direction: rtl; line-height: normal; mso-margin-bottom-alt: auto; mso-margin-top-alt: auto; text-align: right; unicode-bidi: embed;">
<span lang="HE" style="font-family: "Times New Roman","serif"; mso-ansi-font-size: 9.0pt; mso-ascii-font-family: Georgia; mso-fareast-font-family: "Times New Roman"; mso-hansi-font-family: Georgia;">המוצר שלהם יכול להיות טוב בשבוע אחד (ניצחון) ואסון
אישי משבוע לשבוע (תבוסה). </span></div>
<div class="MsoNormal" dir="RTL" style="direction: rtl; line-height: normal; mso-margin-bottom-alt: auto; mso-margin-top-alt: auto; text-align: right; unicode-bidi: embed;">
<br /></div>
<div class="MsoNormal" dir="RTL" style="direction: rtl; line-height: normal; mso-margin-bottom-alt: auto; mso-margin-top-alt: auto; text-align: right; unicode-bidi: embed;">
<span lang="HE" style="font-family: "Times New Roman","serif"; mso-ansi-font-size: 9.0pt; mso-ascii-font-family: Georgia; mso-fareast-font-family: "Times New Roman"; mso-hansi-font-family: Georgia;">הלקוחות שלהם יכולים לקטר, להתלונן ואף לקלל קללות
שלקוחות הישר מספריית הגהנום. </span></div>
<div class="MsoNormal" dir="RTL" style="direction: rtl; line-height: normal; mso-margin-bottom-alt: auto; mso-margin-top-alt: auto; text-align: right; unicode-bidi: embed;">
<span lang="HE" style="font-family: "Times New Roman","serif"; mso-ansi-font-size: 9.0pt; mso-ascii-font-family: Georgia; mso-fareast-font-family: "Times New Roman"; mso-hansi-font-family: Georgia;">אבל הם ימשיכו לבוא כדי לקבל עוד. </span></div>
<div class="MsoNormal" dir="RTL" style="direction: rtl; line-height: normal; mso-margin-bottom-alt: auto; mso-margin-top-alt: auto; text-align: right; unicode-bidi: embed;">
<br /></div>
<div class="MsoNormal" dir="RTL" style="direction: rtl; line-height: normal; mso-margin-bottom-alt: auto; mso-margin-top-alt: auto; text-align: right; unicode-bidi: embed;">
<span lang="HE" style="font-family: "Times New Roman","serif"; mso-ansi-font-size: 9.0pt; mso-ascii-font-family: Georgia; mso-fareast-font-family: "Times New Roman"; mso-hansi-font-family: Georgia;">זה רומן בלתי נגמר. האנדרדוג יכול לנצח בכל יום.
הקבוצה עם הכי הרבה כסף לא חייבת לזכות תמיד. ולא משנה כמה הקבוצה שלכם תאכזב אתכם,
אף פעם לא יהיה דיבור על גירושין ביניכם. </span></div>
<div class="MsoNormal" dir="RTL" style="direction: rtl; line-height: normal; mso-margin-bottom-alt: auto; mso-margin-top-alt: auto; text-align: right; unicode-bidi: embed;">
<br /></div>
<div class="MsoNormal" dir="RTL" style="direction: rtl; line-height: normal; mso-margin-bottom-alt: auto; mso-margin-top-alt: auto; text-align: right; unicode-bidi: embed;">
<span lang="HE" style="font-family: "Times New Roman","serif"; mso-ansi-font-size: 9.0pt; mso-ascii-font-family: Georgia; mso-fareast-font-family: "Times New Roman"; mso-hansi-font-family: Georgia;">אתם יכול לבוז לבעלי הקבוצה אבל עדיין להעריץ את
הקבוצה. אתם יכולים להשלות את עצמכם שתהילת העבר יכולה לחזור והעונה הבאה תהיה
הגדולה מכולן. וכל זה לא מבוסס על משהו הגיוני יותר מאשר להרגיש משהו כלפי מים מינראליים
בבקבוק או חטיף בשקית או חברת ביטוח ישיר. </span></div>
<div class="MsoNormal" dir="RTL" style="direction: rtl; line-height: normal; mso-margin-bottom-alt: auto; mso-margin-top-alt: auto; text-align: right; unicode-bidi: embed;">
<br /></div>
<div class="MsoNormal" dir="RTL" style="direction: rtl; line-height: normal; mso-margin-bottom-alt: auto; mso-margin-top-alt: auto; text-align: right; unicode-bidi: embed;">
<span lang="HE" style="font-family: "Times New Roman","serif"; mso-ansi-font-size: 9.0pt; mso-ascii-font-family: Georgia; mso-fareast-font-family: "Times New Roman"; mso-hansi-font-family: Georgia;">בהחלט לא. נאמנות לקבוצת כדורגל זה לא משהו הגיוני
שעושה שכל וזה לא משהו שתואם את הדפוסים הרגילים של התנהגות צרכנים כי ההיגיון שלה
פגום מאוד. </span></div>
<div class="MsoNormal" dir="RTL" style="direction: rtl; line-height: normal; mso-margin-bottom-alt: auto; mso-margin-top-alt: auto; text-align: right; unicode-bidi: embed;">
<br /></div>
<div class="MsoNormal" dir="RTL" style="direction: rtl; line-height: normal; mso-margin-bottom-alt: auto; mso-margin-top-alt: auto; text-align: right; unicode-bidi: embed;">
<span lang="HE" style="font-family: "Times New Roman","serif"; mso-ansi-font-size: 9.0pt; mso-ascii-font-family: Georgia; mso-fareast-font-family: "Times New Roman"; mso-hansi-font-family: Georgia;">אלא אם כן במקרה של קבוצת כדורגל (וגם במקרה של
חלק מהאומנים בתחומי המוזיקה) אנחנו לא צרכנים. אנחנו אוהדים/מעריצים. </span></div>
<div class="MsoNormal" dir="RTL" style="direction: rtl; line-height: normal; mso-margin-bottom-alt: auto; mso-margin-top-alt: auto; text-align: right; unicode-bidi: embed;">
<br /></div>
<div class="MsoNormal" dir="RTL" style="direction: rtl; line-height: normal; mso-margin-bottom-alt: auto; mso-margin-top-alt: auto; text-align: right; unicode-bidi: embed;">
<span lang="HE" style="font-family: "Times New Roman","serif"; mso-ansi-font-size: 9.0pt; mso-ascii-font-family: Georgia; mso-fareast-font-family: "Times New Roman"; mso-hansi-font-family: Georgia;">וההבדל בין השניים הוא הדבר הזה שנקרא אהבה. </span></div>
<div class="MsoNormal" dir="RTL" style="direction: rtl; line-height: normal; mso-margin-bottom-alt: auto; mso-margin-top-alt: auto; text-align: right; unicode-bidi: embed;">
<br /></div>
<div class="MsoNormal" dir="RTL" style="direction: rtl; line-height: normal; mso-margin-bottom-alt: auto; mso-margin-top-alt: auto; text-align: right; unicode-bidi: embed;">
<span lang="HE" style="font-family: "Times New Roman","serif"; mso-ansi-font-size: 9.0pt; mso-ascii-font-family: Georgia; mso-fareast-font-family: "Times New Roman"; mso-hansi-font-family: Georgia;">עכשיו תחשבו על מותג שאתם אוהבים. ועל מותג שאתם
נאמנים לו. </span></div>
<div class="MsoNormal" dir="RTL" style="direction: rtl; line-height: normal; mso-margin-bottom-alt: auto; mso-margin-top-alt: auto; text-align: right; unicode-bidi: embed;">
<br /></div>
<div class="MsoNormal" dir="RTL" style="direction: rtl; line-height: normal; mso-margin-bottom-alt: auto; mso-margin-top-alt: auto; text-align: right; unicode-bidi: embed;">
<span lang="HE" style="font-family: "Times New Roman","serif"; mso-ansi-font-size: 9.0pt; mso-ascii-font-family: Georgia; mso-fareast-font-family: "Times New Roman"; mso-hansi-font-family: Georgia;">כמה מותגים מאכלסים בתוכם את שני הרגשות הללו? </span></div>
<div class="MsoNormal" dir="RTL" style="direction: rtl; line-height: normal; mso-margin-bottom-alt: auto; mso-margin-top-alt: auto; text-align: right; unicode-bidi: embed;">
<br /></div>
<div class="MsoNormal" dir="RTL" style="direction: rtl; text-align: right; unicode-bidi: embed;">
<br /></div>
</div>
Oferhttp://www.blogger.com/profile/16972000420990793088noreply@blogger.com0tag:blogger.com,1999:blog-4000099581229746223.post-85900050767460209332012-09-24T00:07:00.001-07:002012-09-24T00:07:44.833-07:00זומבה הייתה טעות ואיזה יופי של טעות היא. <div dir="rtl" style="text-align: right;" trbidi="on">
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<br />
<br />
<div align="right" style="text-align: right;">
<a href="https://blogger.googleusercontent.com/img/b/R29vZ2xl/AVvXsEj3KVEjHMltuH2XjcmTBDqUnzLYpZg_Fg2RWPJRbQtNY6_CwbT8LhPX8MDf0HbKJvO2p0YO10KEsFzdfvAF5w3gIUlK4oasrt3m9m0QT6YurD7wgwKJKLlqYpcu89Ob5FKMloSZPdMo6s6f/s1600/1288809911_134811956_1-LEANNES-ZUMBA-DANCE-FITNESS-CLASSES-EVERY-MONDAY-THURSDAY-NORTHFIELD-1288809911.jpg" imageanchor="1" style="clear: right; float: right; margin-bottom: 1em; margin-left: 1em;"><img border="0" height="320" src="https://blogger.googleusercontent.com/img/b/R29vZ2xl/AVvXsEj3KVEjHMltuH2XjcmTBDqUnzLYpZg_Fg2RWPJRbQtNY6_CwbT8LhPX8MDf0HbKJvO2p0YO10KEsFzdfvAF5w3gIUlK4oasrt3m9m0QT6YurD7wgwKJKLlqYpcu89Ob5FKMloSZPdMo6s6f/s320/1288809911_134811956_1-LEANNES-ZUMBA-DANCE-FITNESS-CLASSES-EVERY-MONDAY-THURSDAY-NORTHFIELD-1288809911.jpg" width="240" /></a><span dir="RTL" lang="HE">זוכרים את קמפיין
ההשקה העולמי והחדשני של זומבה? </span></div>
<div align="right" style="text-align: right;">
<br /></div>
<div align="right" style="text-align: right;">
<span dir="RTL" lang="HE">זוכרים את סרטוני הטלוויזיה הסוחפים של זומבה? </span></div>
<div align="right" style="text-align: right;">
<span dir="RTL" lang="HE"><br /></span></div>
<br />
<div align="right" style="text-align: right;">
<span dir="RTL" lang="HE">זוכרים את המודעות היצירתיות והמדהימות של זומבה? </span></div>
<br />
<div align="right" style="text-align: right;">
<br /></div>
<div align="right" style="text-align: right;">
<b><span dir="RTL" lang="HE">אתם לא
זוכרים כי לזומבה לא היה קמפיין כזה. </span></b></div>
<div align="right" style="text-align: right;">
<br /></div>
<div align="right" style="text-align: right;">
<span dir="RTL" lang="HE">זומבה לא הייתה צריכה מיתוג או פרסום או
יח"צ או קידום מכירות חיצוני. </span></div>
<div align="right" style="text-align: right;">
<span dir="RTL" lang="HE"> </span></div>
<div align="right" style="text-align: right;">
<span dir="RTL" lang="HE">השיעורים
האירוביים האלה היו כל כך מיוחדים ושונים בתחילת הדרך כך שאנשים הלכו וסיפרו
לחברים שלהם. הכי פשוט. הכי זול. </span></div>
<div align="right" style="text-align: right;">
<br /></div>
<div align="right" style="text-align: right;">
<span dir="RTL" lang="HE">בזכות האסטרטגיה הישנה ביותר בעולם – פה לאוזן –
גדלה הזומבה למימדים גלובליים. כיום יש 12 מיליון אנשים שלוקחים שיעורי זומבה
בשבוע ביותר מ 110,000 מקומות ביותר מ 126 ארצות. </span></div>
<div align="right" style="text-align: right;">
<br /></div>
<div align="right" style="text-align: right;">
<br /></div>
<div align="right" style="text-align: right;">
<span dir="RTL" lang="HE">הכול התחיל בשנות
התשעים עם אלברטו "בטו" פרז ששכח את קלטות המוזיקה שהוא הכין לכיתה
הריקוד שלו. אז הוא היה צריך לאלתר. <span style="mso-spacerun: yes;"> </span>הוא
לקח את הקסטות שהיו לו בתרמיל שהכילו מוזיקת סלסה מסורתית ומוזיקת מרנג ( סגנון
ריקוד ומוזיקה שמקורם ברפובליקה הדומיניקאנית) ואלתר שיעור אירובי עם מוזיקה ותנועות
שלא היו מוכרים בתחום האירובי עד אז. </span></div>
<div align="right" style="text-align: right;">
<br /></div>
<div align="right" style="text-align: right;">
<span dir="RTL" lang="HE">זה לא היה מתוכנן.
זו הייתה טעות. אבל תוצר הטעות היה מיוחד, שונה והרבה יותר טוב משיעור הריקוד
האירובי האופייני שהוא היה אמור להעביר. </span></div>
<div align="right" style="text-align: right;">
<br /></div>
<div align="right" style="text-align: right;">
<span dir="RTL" lang="HE">מה ללמוד מזומבה? </span></div>
<div align="right" style="text-align: right;">
<br /></div>
<div align="right" style="text-align: right;">
<span dir="RTL" lang="HE">הטעויות שלכם הם
מתנה. Just do it. </span></div>
<div align="right" style="text-align: right;">
<span dir="RTL" lang="HE">נסו לא להיות חברים בדת ה"copy and paste". </span></div>
<div align="right" style="text-align: right;">
<span dir="RTL" lang="HE">תרקדו. בשביל עצמכם. </span></div>
<div align="right" style="text-align: right;">
<br /></div>
</div>
Oferhttp://www.blogger.com/profile/16972000420990793088noreply@blogger.com0tag:blogger.com,1999:blog-4000099581229746223.post-77285333563013004022012-09-22T22:24:00.000-07:002012-09-22T22:24:30.300-07:00אלימות בבתי ספר. מיתוג מחדש. לו יהי. <div dir="rtl" style="text-align: right;" trbidi="on">
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<div class="separator" style="clear: both; text-align: center;">
<a href="https://blogger.googleusercontent.com/img/b/R29vZ2xl/AVvXsEiFAFzXa0a7cML27b2r5jpc_YPAtzEsFCTeVADdFLDWGO4EiS2ry5ACE2Jf-ZorH6MUEqqA8yadg-nvhRiJLX25DSOw5IALjDBgnUulE_Bj7UTb8rwDw38sLpjcUpwBMzkG_lABXEx0S1QR/s1600/goodnbn2.gif" imageanchor="1" style="clear: right; float: right; margin-bottom: 1em; margin-left: 1em;"><img border="0" height="320" src="https://blogger.googleusercontent.com/img/b/R29vZ2xl/AVvXsEiFAFzXa0a7cML27b2r5jpc_YPAtzEsFCTeVADdFLDWGO4EiS2ry5ACE2Jf-ZorH6MUEqqA8yadg-nvhRiJLX25DSOw5IALjDBgnUulE_Bj7UTb8rwDw38sLpjcUpwBMzkG_lABXEx0S1QR/s320/goodnbn2.gif" width="305" /></a></div>
<div class="MsoNormal" dir="RTL" style="direction: rtl; text-align: right; unicode-bidi: embed;">
<span lang="HE" style="font-family: "Arial","sans-serif"; mso-ascii-font-family: Calibri; mso-hansi-font-family: Calibri;">אוי מה עושים עם האלימות בבית הספר. מה
עושים. </span></div>
<div class="MsoNormal" dir="RTL" style="direction: rtl; text-align: right; unicode-bidi: embed;">
<br /></div>
<div class="MsoNormal" dir="RTL" style="direction: rtl; text-align: right; unicode-bidi: embed;">
<span lang="HE" style="font-family: "Arial","sans-serif"; mso-ascii-font-family: Calibri; mso-hansi-font-family: Calibri;">מה עושים ולא עוזר? הפחדות, השעיות
ועונשים. </span></div>
<div class="MsoNormal" dir="RTL" style="direction: rtl; text-align: right; unicode-bidi: embed;">
<br /></div>
<div class="MsoNormal" dir="RTL" style="direction: rtl; text-align: right; unicode-bidi: embed;">
<span lang="HE" style="font-family: "Arial","sans-serif"; mso-ascii-font-family: Calibri; mso-hansi-font-family: Calibri;">מה אפשר לעשות ואולי יעזור? במקום לנסות
לסכור את הדחף האלים ולאטום את פתחי היציאה שלו, אולי כדאי להשתמש בו. ברצון שלו להשפיע.
כמו הדחף להשפיע על כוכב נולד.עם מסרונים. עם מסכי מגע. עם תחרות. עם
פרסים. </span></div>
<div class="MsoNormal" dir="RTL" style="direction: rtl; text-align: right; unicode-bidi: embed;">
<br /></div>
<div class="MsoNormal" dir="RTL" style="direction: rtl; text-align: right; unicode-bidi: embed;">
<br /></div>
<div class="MsoNormal" dir="RTL" style="direction: rtl; text-align: right; unicode-bidi: embed;">
<br /></div>
<div class="MsoNormal" dir="RTL" style="direction: rtl; text-align: right; unicode-bidi: embed;">
<br /></div>
<div class="MsoNormal" dir="RTL" style="direction: rtl; text-align: right; unicode-bidi: embed;">
<br /></div>
<div class="MsoNormal" dir="RTL" style="direction: rtl; text-align: right; unicode-bidi: embed;">
<br /></div>
<div class="MsoNormal" dir="RTL" style="direction: rtl; text-align: right; unicode-bidi: embed;">
<br /></div>
<div class="MsoNormal" dir="RTL" style="direction: rtl; text-align: right; unicode-bidi: embed;">
<br /></div>
<div class="MsoNormal" dir="RTL" style="direction: rtl; text-align: right; unicode-bidi: embed;">
<br /></div>
<div class="MsoNormal" dir="RTL" style="direction: rtl; text-align: right; unicode-bidi: embed;">
<b><span lang="HE" style="font-family: "Arial","sans-serif"; mso-ascii-font-family: Calibri; mso-hansi-font-family: Calibri;">ככה זה אמור לעבוד. </span></b></div>
<div class="MsoNormal" dir="RTL" style="direction: rtl; text-align: right; unicode-bidi: embed;">
<br /></div>
<div class="MsoNormal" dir="RTL" style="direction: rtl; text-align: right; unicode-bidi: embed;">
<br /></div>
<div class="MsoNormal" dir="RTL" style="direction: rtl; text-align: right; unicode-bidi: embed;">
<span lang="HE" style="font-family: "Arial","sans-serif"; mso-ascii-font-family: Calibri; mso-hansi-font-family: Calibri;">בית הספר יפזר ברחבי המסדרונות פחי אשפה
בצבע כחול וכותרת : <b>כאן ממחזרים אלימות</b>. </span></div>
<div class="MsoNormal" dir="RTL" style="direction: rtl; text-align: right; unicode-bidi: embed;">
<br /></div>
<div class="MsoNormal" dir="RTL" style="direction: rtl; text-align: right; unicode-bidi: embed;">
<span lang="HE" style="font-family: "Arial","sans-serif"; mso-ascii-font-family: Calibri; mso-hansi-font-family: Calibri;">על גבי פחי האשפה יוצבו מסכי מגע. </span></div>
<div class="MsoNormal" dir="RTL" style="direction: rtl; text-align: right; unicode-bidi: embed;">
<br /></div>
<div class="MsoNormal" dir="RTL" style="direction: rtl; text-align: right; unicode-bidi: embed;">
<span lang="HE" style="font-family: "Arial","sans-serif"; mso-ascii-font-family: Calibri; mso-hansi-font-family: Calibri;">מצגת גדולה תיערך לכל באי בית הספר שבוע
לפני הצבת הפחים ותיתן הסבר לקמפיין. </span></div>
<div class="MsoNormal" dir="RTL" style="direction: rtl; text-align: right; unicode-bidi: embed;">
<br /></div>
<div class="MsoNormal" dir="RTL" style="direction: rtl; text-align: right; unicode-bidi: embed;">
<span lang="HE" style="font-family: "Arial","sans-serif"; mso-ascii-font-family: Calibri; mso-hansi-font-family: Calibri;"><b>וכה תאמר כבוד המנהלת ביום הראשון
ללימודים 28.8.2013 </b>: </span></div>
<div class="MsoNormal" dir="RTL" style="direction: rtl; text-align: right; unicode-bidi: embed;">
<span lang="HE" style="font-family: "Arial","sans-serif"; mso-ascii-font-family: Calibri; mso-hansi-font-family: Calibri;">"תלמידים יקרים, בית הספר שלנו גאה להיות הראשון בו
ממחזרים לא רק נייר ופסולת אלא גם אלימות. אנחנו מכריזים על פתיחת תחרות "מלאך
נולד" הראשונה לשנת הלימודים הקרובה. </span></div>
<div class="MsoNormal" dir="RTL" style="direction: rtl; text-align: right; unicode-bidi: embed;">
<span lang="HE" style="font-family: "Arial","sans-serif"; mso-ascii-font-family: Calibri; mso-hansi-font-family: Calibri;">וככה תוכלו להשתתף בתחרות : במידה ואתם
מגיעים בבוקר לבית הספר עם עצבים בגוף או ג'ננה תוכלו למחזר אותם, להיכנס לתחרות
שלנו ולזכות בפרסים יקרי ערך. במסדרונות בית ספרנו יוצבו פחים כחולים ועליהם מסכי
מגע. כאמור, במידה ואתם עצבניים וממש בא לכם לפרק מישהו, גשו למחזורית האלימות
הקרוב, כנסו באמצעות סיסמה אישית לתיקיית "גם אני ממחזר אלימות" שלכם
והקלידו מסרון עד 140 תווים המתאר מה עובר עליכם. מה אתם מרגישים. למה אתם מרגישים
כך. מה בא לכם לעשות. אתם מבינים למה אני מתכוונת. אין הגבלה על כמות המסרונים
שלכם במשך יום הלימודים. נהפוך הוא. </span></div>
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<span lang="HE" style="font-family: "Arial","sans-serif"; mso-ascii-font-family: Calibri; mso-hansi-font-family: Calibri;">כל המסרונים שתשלחו במשך כל יום הלימודים יגיעו
למחנכת שלכם ויהיו גלויים לה ורק לה. ככל שתרבו בשליחת מסרונים כך תשתחררו מהדחף
האלים ותוכלו להפוך אותו לאמצעי השפעה על הסיכויים שלכם לזכות בגמר הגדול של סוף
השנה. במהלך השנה יחולקו פרסים נוספים לממחזרים המצטיינים. </span></div>
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<span lang="HE" style="font-family: "Arial","sans-serif"; mso-ascii-font-family: Calibri; mso-hansi-font-family: Calibri;">כולי תקווה שבדרך הזו נוכל כולנו להשתמש
בדחף האלימות שמקנן בכל אחד מאיתנו למטרה טובה ולהפוך גם אותנו, לידידותיים יותר
לסביבה". </span></div>
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<b><span lang="HE" style="font-family: "Arial","sans-serif"; mso-ascii-font-family: Calibri; mso-hansi-font-family: Calibri;"> לו יהי לו יהי אנא לו יהי. כל שנבקש לו יהי. </span></b></div>
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<span lang="HE" style="font-family: "Arial","sans-serif"; mso-ascii-font-family: Calibri; mso-hansi-font-family: Calibri;">שנה טובה מכובדיי. </span></div>
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Oferhttp://www.blogger.com/profile/16972000420990793088noreply@blogger.com1tag:blogger.com,1999:blog-4000099581229746223.post-89844814233540912132012-09-09T03:16:00.000-07:002012-09-09T03:16:03.973-07:00בכל חור יש קסם. גם בזה שלי ושלכם. <div dir="rtl" style="text-align: right;" trbidi="on">
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<a href="https://blogger.googleusercontent.com/img/b/R29vZ2xl/AVvXsEjW-9L6VJtKbnykVNHmNkmHWTzYtWC-j46XJkc9y6wAhAkd4DkqLxsnpRWt2_BWxoj3bgid-Kcvg71QM7d9gEK8eo54eqFCAPpkvmn6xdp_XqlTOqjJcLCH6qXc17uvlmRjLUFU0YOMD4vT/s1600/5516949_ff2e398700_o.jpg" imageanchor="1" style="clear: right; float: right; margin-bottom: 1em; margin-left: 1em;"><img border="0" height="320" src="https://blogger.googleusercontent.com/img/b/R29vZ2xl/AVvXsEjW-9L6VJtKbnykVNHmNkmHWTzYtWC-j46XJkc9y6wAhAkd4DkqLxsnpRWt2_BWxoj3bgid-Kcvg71QM7d9gEK8eo54eqFCAPpkvmn6xdp_XqlTOqjJcLCH6qXc17uvlmRjLUFU0YOMD4vT/s320/5516949_ff2e398700_o.jpg" width="320" /></a></div>
<div class="MsoNormal" dir="RTL" style="direction: rtl; text-align: right; unicode-bidi: embed;">
<span lang="HE" style="font-family: "Arial","sans-serif"; mso-ascii-font-family: Calibri; mso-hansi-font-family: Calibri;">אם לסוכריית המנטה הזו, בשם פולו, לא היה
חור באמצע, היא לא הייתה אותו הדבר. </span></div>
<div class="MsoNormal" dir="RTL" style="direction: rtl; text-align: right; unicode-bidi: embed;">
<br /></div>
<div class="MsoNormal" dir="RTL" style="direction: rtl; text-align: right; unicode-bidi: embed;">
<span lang="HE" style="font-family: "Arial","sans-serif"; mso-ascii-font-family: Calibri; mso-hansi-font-family: Calibri;">למרות שמצד שני, היינו מקבלים עוד 25% סוכרייה. </span></div>
<div class="MsoNormal" dir="RTL" style="direction: rtl; text-align: right; unicode-bidi: embed;">
<span lang="HE" style="font-family: "Arial","sans-serif"; mso-ascii-font-family: Calibri; mso-hansi-font-family: Calibri;"> אבל הקסם היה הולך. </span></div>
<div class="MsoNormal" dir="RTL" style="direction: rtl; text-align: right; unicode-bidi: embed;">
<br /></div>
<div class="MsoNormal" dir="RTL" style="direction: rtl; text-align: right; unicode-bidi: embed;">
<span lang="HE" style="font-family: "Arial","sans-serif"; mso-ascii-font-family: Calibri; mso-hansi-font-family: Calibri;">פולו לא הייתה יותר פולו. </span></div>
<div class="MsoNormal" dir="RTL" style="direction: rtl; text-align: right; unicode-bidi: embed;">
<br /></div>
<div class="MsoNormal" dir="RTL" style="direction: rtl; text-align: right; unicode-bidi: embed;">
<span lang="HE" style="font-family: "Arial","sans-serif"; mso-ascii-font-family: Calibri; mso-hansi-font-family: Calibri;">הקסם הוא בחור. </span></div>
<div class="MsoNormal" dir="RTL" style="direction: rtl; text-align: right; unicode-bidi: embed;">
<br /></div>
<div class="MsoNormal" dir="RTL" style="direction: rtl; text-align: right; unicode-bidi: embed;">
<span lang="HE" style="font-family: "Arial","sans-serif"; mso-ascii-font-family: Calibri; mso-hansi-font-family: Calibri;">זה לעיתים בדיוק העניין עם הדברים שאנחנו
לא עושים, לא אומרים או שאין לנו. הם הדברים שמגדירים אותנו. </span></div>
<div class="MsoNormal" dir="RTL" style="direction: rtl; text-align: right; unicode-bidi: embed;">
<br /></div>
<div class="MsoNormal" dir="RTL" style="direction: rtl; text-align: right; unicode-bidi: embed;">
<br /></div>
<div class="MsoNormal" dir="RTL" style="direction: rtl; text-align: right; unicode-bidi: embed;">
<br /></div>
<div class="MsoNormal" dir="RTL" style="direction: rtl; text-align: right; unicode-bidi: embed;">
<br /></div>
<div class="MsoNormal" dir="RTL" style="direction: rtl; text-align: right; unicode-bidi: embed;">
<br /></div>
<div class="MsoNormal" dir="RTL" style="direction: rtl; text-align: right; unicode-bidi: embed;">
<span lang="HE" style="font-family: "Arial","sans-serif"; mso-ascii-font-family: Calibri; mso-hansi-font-family: Calibri;">קחו למשל את הסדנאות קילוף המותגים
והעסקים שלי. </span></div>
<div class="MsoNormal" dir="RTL" style="direction: rtl; text-align: right; unicode-bidi: embed;">
<br /></div>
<div class="MsoNormal" dir="RTL" style="direction: rtl; text-align: right; unicode-bidi: embed;">
<span lang="HE" style="font-family: "Arial","sans-serif"; mso-ascii-font-family: Calibri; mso-hansi-font-family: Calibri;">בטח שיש בהן המון דוגמאות. </span></div>
<div class="MsoNormal" dir="RTL" style="direction: rtl; text-align: right; unicode-bidi: embed;">
<br /></div>
<div class="MsoNormal" dir="RTL" style="direction: rtl; text-align: right; unicode-bidi: embed;">
<span lang="HE" style="font-family: "Arial","sans-serif"; mso-ascii-font-family: Calibri; mso-hansi-font-family: Calibri;">בטח שהן מקור השראה לרעיונות. </span></div>
<div class="MsoNormal" dir="RTL" style="direction: rtl; text-align: right; unicode-bidi: embed;">
<br /></div>
<div class="MsoNormal" dir="RTL" style="direction: rtl; text-align: right; unicode-bidi: embed;">
<span lang="HE" style="font-family: "Arial","sans-serif"; mso-ascii-font-family: Calibri; mso-hansi-font-family: Calibri;">בטח שהמשתתפים בהם אנשים אינטליגנטים וחכמים
ומתקדמים מהסוג שהייתם רוצים לפגוש. </span></div>
<div class="MsoNormal" dir="RTL" style="direction: rtl; text-align: right; unicode-bidi: embed;">
<br /></div>
<div class="MsoNormal" dir="RTL" style="direction: rtl; text-align: right; unicode-bidi: embed;">
<span lang="HE" style="font-family: "Arial","sans-serif"; mso-ascii-font-family: Calibri; mso-hansi-font-family: Calibri;">אבל כל זה לא מסביר את הקסם. </span></div>
<div class="MsoNormal" dir="RTL" style="direction: rtl; text-align: right; unicode-bidi: embed;">
<br /></div>
<div class="MsoNormal" dir="RTL" style="direction: rtl; text-align: right; unicode-bidi: embed;">
<span lang="HE" style="font-family: "Arial","sans-serif"; mso-ascii-font-family: Calibri; mso-hansi-font-family: Calibri;">נניח שהייתם שואלים אותי מהו החור באמצע
אצלי הייתי אומר לכם שחור שלי מלא בדברים כמו : התמקדות בחוסר המיקוד. תפזורת
הרעיונות, החשיבה הרוחבית, ה"אין" מטרה מוצהרת, תקיפת הנושא מחמש זוויות
שונות, הדילוג מרעיון לרעיון, ההתמקדות בדברים שנראים טפלים ולא שייכים (כמו איך
משמש העסק שלך כשלוחת קצה של האופי והזהות שלך), הרווח שבין פגישה לפגישה והעובדה
שאין לי מושג מה יהיה במפגש הבא עד שהוא קורה. <span style="mso-spacerun: yes;"> </span></span></div>
<div class="MsoNormal" dir="RTL" style="direction: rtl; text-align: right; unicode-bidi: embed;">
<br /></div>
<div class="MsoNormal" dir="RTL" style="direction: rtl; text-align: right; unicode-bidi: embed;">
<span lang="HE" style="font-family: "Arial","sans-serif"; mso-ascii-font-family: Calibri; mso-hansi-font-family: Calibri;">והשאלות. </span></div>
<div class="MsoNormal" dir="RTL" style="direction: rtl; text-align: right; unicode-bidi: embed;">
<br /></div>
<div class="MsoNormal" dir="RTL" style="direction: rtl; text-align: right; unicode-bidi: embed;">
<span lang="HE" style="font-family: "Arial","sans-serif"; mso-ascii-font-family: Calibri; mso-hansi-font-family: Calibri;">החור שלי מלא המון שאלות שנשארות לא
פתורות. ללא מענה מיידי, מובנה ושורה תחתונה בסוף הסדנא. אין שם שום הוקוס פוקוס
שיוצר פתאום דרך חדשה, סלולה ובטוחה לנסיעה. וזה בדיוק כל הקסם. לדעתי.</span></div>
<div class="MsoNormal" dir="RTL" style="direction: rtl; text-align: right; unicode-bidi: embed;">
<br /></div>
<div class="MsoNormal" dir="RTL" style="direction: rtl; text-align: right; unicode-bidi: embed;">
<span lang="HE" style="font-family: "Arial","sans-serif"; mso-ascii-font-family: Calibri; mso-hansi-font-family: Calibri;">במה מלא החור שלכם? </span></div>
</div>
Oferhttp://www.blogger.com/profile/16972000420990793088noreply@blogger.com0tag:blogger.com,1999:blog-4000099581229746223.post-15975431919851219352012-09-02T03:28:00.000-07:002012-09-02T03:28:03.526-07:0023 רעיונות איך יוצאים מבור. מוזמנים להוסיף משלכם. <div dir="rtl" style="text-align: right;" trbidi="on">
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<div class="MsoNormal" dir="RTL" style="direction: rtl; line-height: normal; mso-margin-bottom-alt: auto; mso-margin-top-alt: auto; text-align: right; unicode-bidi: embed;">
<br /></div>
<div class="MsoNormal" dir="RTL" style="direction: rtl; line-height: normal; mso-margin-bottom-alt: auto; mso-margin-top-alt: auto; text-align: right; unicode-bidi: embed;">
<span lang="HE" style="font-family: "Times New Roman","serif"; font-size: 12.0pt; mso-ascii-font-family: Georgia; mso-fareast-font-family: "Times New Roman"; mso-hansi-font-family: Georgia;">1. להפסיק לחפור. </span></div>
<div class="MsoNormal" dir="RTL" style="direction: rtl; line-height: normal; mso-margin-bottom-alt: auto; mso-margin-top-alt: auto; text-align: right; unicode-bidi: embed;">
<span lang="HE" style="font-family: "Times New Roman","serif"; font-size: 12.0pt; mso-ascii-font-family: Georgia; mso-fareast-font-family: "Times New Roman"; mso-hansi-font-family: Georgia;">2. לעשות גוגל, "איך לצאת מהבור" </span></div>
<div class="MsoNormal" dir="RTL" style="direction: rtl; line-height: normal; mso-margin-bottom-alt: auto; mso-margin-top-alt: auto; text-align: right; unicode-bidi: embed;">
<span lang="HE" style="font-family: "Times New Roman","serif"; font-size: 12.0pt; mso-ascii-font-family: Georgia; mso-fareast-font-family: "Times New Roman"; mso-hansi-font-family: Georgia;">3. להביט למעלה. הגיע הזמן לחשיבה של שמיים
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<div class="MsoNormal" dir="RTL" style="direction: rtl; line-height: normal; mso-margin-bottom-alt: auto; mso-margin-top-alt: auto; text-align: right; unicode-bidi: embed;">
<span lang="HE" style="font-family: "Times New Roman","serif"; font-size: 12.0pt; mso-ascii-font-family: Georgia; mso-fareast-font-family: "Times New Roman"; mso-hansi-font-family: Georgia;">4. לטלפן לחבר, במיוחד אם הם היו כבר בבור דומה. </span></div>
<div class="MsoNormal" dir="RTL" style="direction: rtl; line-height: normal; mso-margin-bottom-alt: auto; mso-margin-top-alt: auto; text-align: right; unicode-bidi: embed;">
<span lang="HE" style="font-family: "Times New Roman","serif"; font-size: 12.0pt; mso-ascii-font-family: Georgia; mso-fareast-font-family: "Times New Roman"; mso-hansi-font-family: Georgia;">5. לחשוב חיובית –זה בור נחמד. </span></div>
<div class="MsoNormal" dir="RTL" style="direction: rtl; line-height: normal; mso-margin-bottom-alt: auto; mso-margin-top-alt: auto; text-align: right; unicode-bidi: embed;">
<span lang="HE" style="font-family: "Times New Roman","serif"; font-size: 12.0pt; mso-ascii-font-family: Georgia; mso-fareast-font-family: "Times New Roman"; mso-hansi-font-family: Georgia;">6. לנסות להיזכר שזה לא רק דבר אחד שהכניס אתכם לבור וזה לא רק דבר אחד שתעשה שיוציא אתכם ממנו. </span></div>
<div class="MsoNormal" dir="RTL" style="direction: rtl; line-height: normal; mso-margin-bottom-alt: auto; mso-margin-top-alt: auto; text-align: right; unicode-bidi: embed;">
<span lang="HE" style="font-family: "Times New Roman","serif"; font-size: 12.0pt; mso-ascii-font-family: Georgia; mso-fareast-font-family: "Times New Roman"; mso-hansi-font-family: Georgia;">7. לנסות לחפש סולם חבלים בתוך התיק שלכם.</span></div>
<div class="MsoNormal" dir="RTL" style="direction: rtl; line-height: normal; mso-margin-bottom-alt: auto; mso-margin-top-alt: auto; text-align: right; unicode-bidi: embed;">
<span lang="HE" style="font-family: "Times New Roman","serif"; font-size: 12.0pt; mso-ascii-font-family: Georgia; mso-fareast-font-family: "Times New Roman"; mso-hansi-font-family: Georgia;">8. לא. לא חשבתי שיש לכם אחד. אולי כפית? </span></div>
<div class="MsoNormal" dir="RTL" style="direction: rtl; line-height: normal; mso-margin-bottom-alt: auto; mso-margin-top-alt: auto; text-align: right; unicode-bidi: embed;">
<span lang="HE" style="font-family: "Times New Roman","serif"; font-size: 12.0pt; mso-ascii-font-family: Georgia; mso-fareast-font-family: "Times New Roman"; mso-hansi-font-family: Georgia;">9. מממ...מעניין אם אתם יכולים לראות את עצמכם במפות
של גוגל? </span></div>
<div class="MsoNormal" dir="RTL" style="direction: rtl; line-height: normal; mso-margin-bottom-alt: auto; mso-margin-top-alt: auto; text-align: right; unicode-bidi: embed;">
<span lang="HE" style="font-family: "Times New Roman","serif"; font-size: 12.0pt; mso-ascii-font-family: Georgia; mso-fareast-font-family: "Times New Roman"; mso-hansi-font-family: Georgia;">10. להפוך את הבור על פניו. אולי למעשה אתם עומדים
על ראש הר? </span></div>
<div class="MsoNormal" dir="RTL" style="direction: rtl; line-height: normal; mso-margin-bottom-alt: auto; mso-margin-top-alt: auto; text-align: right; unicode-bidi: embed;">
<span lang="HE" style="font-family: "Times New Roman","serif"; font-size: 12.0pt; mso-ascii-font-family: Georgia; mso-fareast-font-family: "Times New Roman"; mso-hansi-font-family: Georgia;">11. להמשיך לחפור. אולי תמצאו פתרון בדרך או במקרה
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<div class="MsoNormal" dir="RTL" style="direction: rtl; line-height: normal; mso-margin-bottom-alt: auto; mso-margin-top-alt: auto; text-align: right; unicode-bidi: embed;">
<span lang="HE" style="font-family: "Times New Roman","serif"; font-size: 12.0pt; mso-ascii-font-family: Georgia; mso-fareast-font-family: "Times New Roman"; mso-hansi-font-family: Georgia;">12. ללמוד מהאופן שבה הצלחתם ליפול לבור. </span></div>
<div class="MsoNormal" dir="RTL" style="direction: rtl; line-height: normal; mso-margin-bottom-alt: auto; mso-margin-top-alt: auto; text-align: right; unicode-bidi: embed;">
<span lang="HE" style="font-family: "Times New Roman","serif"; font-size: 12.0pt; mso-ascii-font-family: Georgia; mso-fareast-font-family: "Times New Roman"; mso-hansi-font-family: Georgia;">13. למלא את הבור עם מים ולצוף כל הדרך החוצה. </span></div>
<div class="MsoNormal" dir="RTL" style="direction: rtl; line-height: normal; mso-margin-bottom-alt: auto; mso-margin-top-alt: auto; text-align: right; unicode-bidi: embed;">
<span lang="HE" style="font-family: "Times New Roman","serif"; font-size: 12.0pt; mso-ascii-font-family: Georgia; mso-fareast-font-family: "Times New Roman"; mso-hansi-font-family: Georgia;">14. לבקש ממישהו לזרוק לכם חבל. </span></div>
<div class="MsoNormal" dir="RTL" style="direction: rtl; line-height: normal; mso-margin-bottom-alt: auto; mso-margin-top-alt: auto; text-align: right; unicode-bidi: embed;">
<span lang="HE" style="font-family: "Times New Roman","serif"; font-size: 12.0pt; mso-ascii-font-family: Georgia; mso-fareast-font-family: "Times New Roman"; mso-hansi-font-family: Georgia;">15. לעשות שיהיה נוח בבור. </span></div>
<div class="MsoNormal" dir="RTL" style="direction: rtl; line-height: normal; mso-margin-bottom-alt: auto; mso-margin-top-alt: auto; text-align: right; unicode-bidi: embed;">
<span lang="HE" style="font-family: "Times New Roman","serif"; font-size: 12.0pt; mso-ascii-font-family: Georgia; mso-fareast-font-family: "Times New Roman"; mso-hansi-font-family: Georgia;">16. לבנות עיר תת קרקעית</span></div>
<div class="MsoNormal" dir="RTL" style="direction: rtl; line-height: normal; mso-margin-bottom-alt: auto; mso-margin-top-alt: auto; text-align: right; unicode-bidi: embed;">
<span lang="HE" style="font-family: "Times New Roman","serif"; font-size: 12.0pt; mso-ascii-font-family: Georgia; mso-fareast-font-family: "Times New Roman"; mso-hansi-font-family: Georgia;">17. לפתות ציפור לתוך הבור ולשכנע אותה להעיף אתכם יחד איתה החוצה. </span></div>
<div class="MsoNormal" dir="RTL" style="direction: rtl; line-height: normal; mso-margin-bottom-alt: auto; mso-margin-top-alt: auto; text-align: right; unicode-bidi: embed;">
<span lang="HE" style="font-family: "Times New Roman","serif"; font-size: 12.0pt; mso-ascii-font-family: Georgia; mso-fareast-font-family: "Times New Roman"; mso-hansi-font-family: Georgia;">18. לחפור עוד בורות כדי ללכוד עוד אנשים
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<div class="MsoNormal" dir="RTL" style="direction: rtl; line-height: normal; mso-margin-bottom-alt: auto; mso-margin-top-alt: auto; text-align: right; unicode-bidi: embed;">
<span lang="HE" style="font-family: "Times New Roman","serif"; font-size: 12.0pt; mso-ascii-font-family: Georgia; mso-fareast-font-family: "Times New Roman"; mso-hansi-font-family: Georgia;">19. לקטר, לקטר, לקטר ואז למות. </span></div>
<div class="MsoNormal" dir="RTL" style="direction: rtl; line-height: normal; mso-margin-bottom-alt: auto; mso-margin-top-alt: auto; text-align: right; unicode-bidi: embed;">
<span lang="HE" style="font-family: "Times New Roman","serif"; font-size: 12.0pt; mso-ascii-font-family: Georgia; mso-fareast-font-family: "Times New Roman"; mso-hansi-font-family: Georgia;">20. לסתת מסמרים מהאבן שסביבכם, לנעוץ אותם
בסוליות הנעליים וללכת באופן אנכי החוצה. </span></div>
<div class="MsoNormal" dir="RTL" style="direction: rtl; line-height: normal; mso-margin-bottom-alt: auto; mso-margin-top-alt: auto; text-align: right; unicode-bidi: embed;">
<span lang="HE" style="font-family: "Times New Roman","serif"; font-size: 12.0pt; mso-ascii-font-family: Georgia; mso-fareast-font-family: "Times New Roman"; mso-hansi-font-family: Georgia;">21. להשיג קצת כוחות – על כדי לקפוץ או לעוף
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<div class="MsoNormal" dir="RTL" style="direction: rtl; line-height: normal; mso-margin-bottom-alt: auto; mso-margin-top-alt: auto; text-align: right; unicode-bidi: embed;">
<span lang="HE" style="font-family: "Times New Roman","serif"; font-size: 12.0pt; mso-ascii-font-family: Georgia; mso-fareast-font-family: "Times New Roman"; mso-hansi-font-family: Georgia;">22. לבקש מסקוטי לשגר אתכם למעלה (</span><span dir="LTR" style="font-family: "Georgia","serif"; font-size: 12.0pt; mso-bidi-font-family: "Times New Roman"; mso-fareast-font-family: "Times New Roman";">Star Trek</span><span dir="RTL"></span><span lang="HE" style="font-family: "Times New Roman","serif"; font-size: 12.0pt; mso-ascii-font-family: Georgia; mso-fareast-font-family: "Times New Roman"; mso-hansi-font-family: Georgia;"><span dir="RTL"></span>)</span></div>
<div class="MsoNormal" dir="RTL" style="direction: rtl; line-height: normal; mso-margin-bottom-alt: auto; mso-margin-top-alt: auto; text-align: right; unicode-bidi: embed;">
<span lang="HE" style="font-family: "Times New Roman","serif"; font-size: 12.0pt; mso-ascii-font-family: Georgia; mso-fareast-font-family: "Times New Roman"; mso-hansi-font-family: Georgia;">23. לכתוב רב מכר "איך לצאת מהבור",
לעמוד עליו ולצאת. </span></div>
<div class="MsoNormal" dir="RTL" style="direction: rtl; line-height: normal; mso-margin-bottom-alt: auto; mso-margin-top-alt: auto; text-align: right; unicode-bidi: embed;">
<span lang="HE" style="font-family: "Times New Roman","serif"; font-size: 12.0pt; mso-ascii-font-family: Georgia; mso-fareast-font-family: "Times New Roman"; mso-hansi-font-family: Georgia;">24. עוד רעיונות? </span><span dir="LTR"></span><span dir="LTR" style="font-family: "Georgia","serif"; font-size: 12.0pt; mso-bidi-font-family: "Times New Roman"; mso-fareast-font-family: "Times New Roman";"><span dir="LTR"></span> </span><span dir="LTR" style="font-family: "Times New Roman","serif"; font-size: 12.0pt; mso-fareast-font-family: "Times New Roman";"></span></div>
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Oferhttp://www.blogger.com/profile/16972000420990793088noreply@blogger.com0tag:blogger.com,1999:blog-4000099581229746223.post-55785401660184716772012-08-30T03:25:00.000-07:002012-08-30T03:29:51.168-07:00סדנת קילוף, מציאת הלב ועיטוף מחדש לעסקים <div dir="rtl" style="text-align: right;" trbidi="on">
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table.MsoNormalTable
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<br />
<div class="MsoNormal" dir="RTL" style="direction: rtl; line-height: normal; mso-margin-bottom-alt: auto; mso-margin-top-alt: auto; mso-outline-level: 3; text-align: right; unicode-bidi: embed;">
<br /></div>
<div class="MsoNormal" dir="RTL" style="direction: rtl; line-height: normal; margin-bottom: .0001pt; margin-bottom: 0in; text-align: right; unicode-bidi: embed;">
<br /></div>
<a href="https://blogger.googleusercontent.com/img/b/R29vZ2xl/AVvXsEg45ym5juzKZ0edbVeQ6X8bkoq_a49wJgcEB_QANiy_uh2dccErYZ7ocgA1lEB1l_UpvX0QJ0l73RhiKJhUw9JkdrvkkUUNxJv4GMd32AeD2T2FPeMEy8hlYbQGT2ToIhy3iVsh40_LFxZy/s1600/apple_heart_11016690Medium.jpg" imageanchor="1" style="clear: right; float: right; margin-bottom: 1em; margin-left: 1em;"><img border="0" height="320" src="https://blogger.googleusercontent.com/img/b/R29vZ2xl/AVvXsEg45ym5juzKZ0edbVeQ6X8bkoq_a49wJgcEB_QANiy_uh2dccErYZ7ocgA1lEB1l_UpvX0QJ0l73RhiKJhUw9JkdrvkkUUNxJv4GMd32AeD2T2FPeMEy8hlYbQGT2ToIhy3iVsh40_LFxZy/s320/apple_heart_11016690Medium.jpg" width="213" /></a><span lang="HE" style="font-family: "Arial","sans-serif"; font-size: 12.0pt; mso-ascii-theme-font: minor-bidi; mso-bidi-theme-font: minor-bidi; mso-fareast-font-family: "Times New Roman"; mso-hansi-theme-font: minor-bidi;">אם אתם עובדים במשהו שאתם אוהבים, יראו את
זה. </span><br />
<div class="MsoNormal" dir="RTL" style="direction: rtl; line-height: normal; margin-bottom: .0001pt; margin-bottom: 0in; text-align: right; unicode-bidi: embed;">
<br /></div>
<div class="MsoNormal" dir="RTL" style="direction: rtl; line-height: normal; margin-bottom: 5.0pt; text-align: right; unicode-bidi: embed;">
<span lang="HE" style="font-family: "Arial","sans-serif"; font-size: 12.0pt; mso-ascii-theme-font: minor-bidi; mso-bidi-theme-font: minor-bidi; mso-fareast-font-family: "Times New Roman"; mso-hansi-theme-font: minor-bidi;">ככל שהאהבה שלכם לעשייה חזקה כך יהיו השכבות
שעוטפות אותה (מיתוג, שיווק, פרסום) שקופות. </span></div>
<div class="MsoNormal" dir="RTL" style="direction: rtl; line-height: normal; margin-bottom: .0001pt; margin-bottom: 0in; text-align: right; unicode-bidi: embed;">
<br /></div>
<div class="MsoNormal" dir="RTL" style="direction: rtl; line-height: normal; margin-bottom: 5.0pt; text-align: right; unicode-bidi: embed;">
<span lang="HE" style="font-family: "Arial","sans-serif"; font-size: 12.0pt; mso-ascii-theme-font: minor-bidi; mso-bidi-theme-font: minor-bidi; mso-fareast-font-family: "Times New Roman"; mso-hansi-theme-font: minor-bidi;">הן יהיו שקופות כך שאנשים סביבכם, חברים ולקוחות
יראו את האהבה דרכן. ויאמינו לכם. </span></div>
<div class="MsoNormal" dir="RTL" style="direction: rtl; line-height: normal; margin-bottom: 5.0pt; text-align: right; unicode-bidi: embed;">
<span lang="HE" style="font-family: "Arial","sans-serif"; font-size: 12.0pt; mso-ascii-theme-font: minor-bidi; mso-bidi-theme-font: minor-bidi; mso-fareast-font-family: "Times New Roman"; mso-hansi-theme-font: minor-bidi;"><br />
בלי צורך לקלף. </span></div>
<div class="MsoNormal" dir="RTL" style="direction: rtl; line-height: normal; margin-bottom: 5.0pt; text-align: right; unicode-bidi: embed;">
<br /></div>
<div class="MsoNormal" dir="RTL" style="direction: rtl; line-height: normal; margin-bottom: 5.0pt; text-align: right; unicode-bidi: embed;">
<span lang="HE" style="font-family: "Arial","sans-serif"; font-size: 12.0pt; mso-ascii-theme-font: minor-bidi; mso-bidi-theme-font: minor-bidi; mso-fareast-font-family: "Times New Roman"; mso-hansi-theme-font: minor-bidi;">קילוף הוא מה שאנחנו כצרכנים עושים לרוב העסקים והמותגים
שמנסים לתקשר איתנו (ומה לעשות. גם הלקוחות הפוטנציאליים שלכם מקלפים אתכם כעסק). מבלי משים אנחנו מקלפים אותם מכל שכבות האיפור שבהם
הם מתכסים. מהפרסומות היפות, ממילות השיווק הנאות שלעיתים יוצרות גם חרוזים יפים.
אנחנו מחפשים את הקטץ' מתחת להבטחות הקסם ומבטיחים להם להיפגש בסיבוב של הקופה או
באתרי השוואות שונים. שם הם עירומים. </span></div>
<div class="MsoNormal" dir="RTL" style="direction: rtl; line-height: normal; margin-bottom: 5.0pt; text-align: right; unicode-bidi: embed;">
<br /></div>
<div class="MsoNormal" dir="RTL" style="direction: rtl; line-height: normal; margin-bottom: 5.0pt; text-align: right; unicode-bidi: embed;">
<span lang="HE" style="font-family: "Arial","sans-serif"; font-size: 12.0pt; mso-ascii-theme-font: minor-bidi; mso-bidi-theme-font: minor-bidi; mso-fareast-font-family: "Times New Roman"; mso-hansi-theme-font: minor-bidi;">אני מקלף שכבות כאלה מעסקים בחצי השנה
האחרונה. מקלף שכבות עכורות ושומניות של שיווק מסורתי. שכבות יצירתיות
מבלבלות ללא צורך של פרסום.עוד אחת ועוד אחת. </span></div>
<div class="MsoNormal" dir="RTL" style="direction: rtl; line-height: normal; margin-bottom: 5.0pt; text-align: right; unicode-bidi: embed;">
<br /></div>
<div class="MsoNormal" dir="RTL" style="direction: rtl; line-height: normal; margin-bottom: 5.0pt; text-align: right; unicode-bidi: embed;">
<span lang="HE" style="font-family: "Arial","sans-serif"; font-size: 12.0pt; mso-ascii-theme-font: minor-bidi; mso-bidi-theme-font: minor-bidi; mso-fareast-font-family: "Times New Roman"; mso-hansi-theme-font: minor-bidi;">והתהליך קצת לא נעים למקולף. תחשבו על מה עובר
תפוח בשעת קילופו.<br />
<br />
אבל אני מספר בדיחות תוך כדי ונותן המון דוגמאות מעוררות מחשבה והשראה למותגים
שהחלו את צמיחתם מגרעין פשוט של יושר, כנות ואופי של בנאדם. מותגים שהגשימו את
החזון העסקי של בעליהם ע"י גישור על הפער שבין החזון לבין המשאבים הכספיים.
מותגים שבחרו שלא להעתיק מהמתחרים שלהם (כמקובל) אלא שהציגו לעולם זהות ואופי שלא
הותירו אותו אדיש אליהם, כאל מתחריהם (כמקובל). כאלה שעשו זאת רק עם אמונה, השקפת
עולם יציבה כמו מגדלור בחשכה ואופי של בנאדם. אתם מכירים את חלקם כמו </span><span dir="LTR" style="font-family: "Arial","sans-serif"; font-size: 12.0pt; mso-ascii-theme-font: minor-bidi; mso-bidi-theme-font: minor-bidi; mso-fareast-font-family: "Times New Roman"; mso-hansi-theme-font: minor-bidi;">Apple</span><span dir="RTL"></span><span lang="HE" style="font-family: "Arial","sans-serif"; font-size: 12.0pt; mso-ascii-theme-font: minor-bidi; mso-bidi-theme-font: minor-bidi; mso-fareast-font-family: "Times New Roman"; mso-hansi-theme-font: minor-bidi;"><span dir="RTL"></span>, </span><span dir="LTR" style="font-family: "Arial","sans-serif"; font-size: 12.0pt; mso-ascii-theme-font: minor-bidi; mso-bidi-theme-font: minor-bidi; mso-fareast-font-family: "Times New Roman"; mso-hansi-theme-font: minor-bidi;">Ikea</span><span dir="RTL"></span><span lang="HE" style="font-family: "Arial","sans-serif"; font-size: 12.0pt; mso-ascii-theme-font: minor-bidi; mso-bidi-theme-font: minor-bidi; mso-fareast-font-family: "Times New Roman"; mso-hansi-theme-font: minor-bidi;"><span dir="RTL"></span>, </span><span dir="LTR" style="font-family: "Arial","sans-serif"; font-size: 12.0pt; mso-ascii-theme-font: minor-bidi; mso-bidi-theme-font: minor-bidi; mso-fareast-font-family: "Times New Roman"; mso-hansi-theme-font: minor-bidi;">Mini Cooper</span><span dir="RTL"></span><span lang="HE" style="font-family: "Arial","sans-serif"; font-size: 12.0pt; mso-ascii-theme-font: minor-bidi; mso-bidi-theme-font: minor-bidi; mso-fareast-font-family: "Times New Roman"; mso-hansi-theme-font: minor-bidi;"><span dir="RTL"></span>, </span><span dir="LTR" style="font-family: "Arial","sans-serif"; font-size: 12.0pt; mso-ascii-theme-font: minor-bidi; mso-bidi-theme-font: minor-bidi; mso-fareast-font-family: "Times New Roman"; mso-hansi-theme-font: minor-bidi;">JetBlue</span><span dir="RTL"></span><span lang="HE" style="font-family: "Arial","sans-serif"; font-size: 12.0pt; mso-ascii-theme-font: minor-bidi; mso-bidi-theme-font: minor-bidi; mso-fareast-font-family: "Times New Roman"; mso-hansi-theme-font: minor-bidi;"><span dir="RTL"></span>, </span><span dir="LTR" style="font-family: "Arial","sans-serif"; font-size: 12.0pt; mso-ascii-theme-font: minor-bidi; mso-bidi-theme-font: minor-bidi; mso-fareast-font-family: "Times New Roman"; mso-hansi-theme-font: minor-bidi;">Inoccent</span><span dir="RTL"></span><span lang="HE" style="font-family: "Arial","sans-serif"; font-size: 12.0pt; mso-ascii-theme-font: minor-bidi; mso-bidi-theme-font: minor-bidi; mso-fareast-font-family: "Times New Roman"; mso-hansi-theme-font: minor-bidi;"><span dir="RTL"></span> ועוד כאלה שמרגש להכיר כמו
</span><span dir="LTR" style="font-family: "Arial","sans-serif"; font-size: 12.0pt; mso-ascii-theme-font: minor-bidi; mso-bidi-theme-font: minor-bidi; mso-fareast-font-family: "Times New Roman"; mso-hansi-theme-font: minor-bidi;">Pinkstinks</span><span dir="RTL"></span><span lang="HE" style="font-family: "Arial","sans-serif"; font-size: 12.0pt; mso-ascii-theme-font: minor-bidi; mso-bidi-theme-font: minor-bidi; mso-fareast-font-family: "Times New Roman"; mso-hansi-theme-font: minor-bidi;"><span dir="RTL"></span>
ו </span><span dir="LTR" style="font-family: "Arial","sans-serif"; font-size: 12.0pt; mso-ascii-theme-font: minor-bidi; mso-bidi-theme-font: minor-bidi; mso-fareast-font-family: "Times New Roman"; mso-hansi-theme-font: minor-bidi;">Hells pizza</span><span dir="RTL"></span><span lang="HE" style="font-family: "Arial","sans-serif"; font-size: 12.0pt; mso-ascii-theme-font: minor-bidi; mso-bidi-theme-font: minor-bidi; mso-fareast-font-family: "Times New Roman"; mso-hansi-theme-font: minor-bidi;"><span dir="RTL"></span>.
</span></div>
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<span lang="HE" style="font-family: "Arial","sans-serif"; font-size: 12.0pt; mso-ascii-theme-font: minor-bidi; mso-bidi-theme-font: minor-bidi; mso-fareast-font-family: "Times New Roman"; mso-hansi-theme-font: minor-bidi;">הקילוף מתבצע בשאלות. המון שאלות שמותגים אלה
שאלו לפניכם : </span></div>
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<i><span lang="HE" style="font-family: "Arial","sans-serif"; font-size: 12.0pt; mso-ascii-theme-font: minor-bidi; mso-bidi-theme-font: minor-bidi; mso-fareast-font-family: "Times New Roman"; mso-hansi-theme-font: minor-bidi;">1. שאלות "נאיביות" על הקטגוריה שבה אתם
פועלים (מזון, קוסמטיקה</span></i><span dir="LTR"></span><i><span dir="LTR" style="font-family: "Arial","sans-serif"; font-size: 12.0pt; mso-ascii-theme-font: minor-bidi; mso-bidi-theme-font: minor-bidi; mso-fareast-font-family: "Times New Roman"; mso-hansi-theme-font: minor-bidi;"><span dir="LTR"></span>, </span></i><i><span lang="HE" style="font-family: "Arial","sans-serif"; font-size: 12.0pt; mso-ascii-theme-font: minor-bidi; mso-bidi-theme-font: minor-bidi; mso-fareast-font-family: "Times New Roman"; mso-hansi-theme-font: minor-bidi;">בנקאות, קמעונאות, בריאות וכו') ואשר דרכן
ניתן למצוא את ההזדמנויות שהמתחרים שלכם לא רואים ולא מחפשים</span></i><span dir="LTR"></span><i><span dir="LTR" style="font-family: "Arial","sans-serif"; font-size: 12.0pt; mso-ascii-theme-font: minor-bidi; mso-bidi-theme-font: minor-bidi; mso-fareast-font-family: "Times New Roman"; mso-hansi-theme-font: minor-bidi;"><span dir="LTR"></span>.</span></i><span dir="LTR" style="font-family: "Arial","sans-serif"; font-size: 12.0pt; mso-ascii-theme-font: minor-bidi; mso-bidi-theme-font: minor-bidi; mso-fareast-font-family: "Times New Roman"; mso-hansi-theme-font: minor-bidi;"> </span></div>
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<i><span lang="HE" style="font-family: "Arial","sans-serif"; font-size: 12.0pt; mso-ascii-theme-font: minor-bidi; mso-bidi-theme-font: minor-bidi; mso-fareast-font-family: "Times New Roman"; mso-hansi-theme-font: minor-bidi;">2. שאלות שדרכן ניצור מפה של הקטגוריה שלכם ואשר תכיל
את כל אופני ההתנהגות המקובלים בה (עיצוב מוצרים, צורות פרסום מקובלות, התנהגות
צרכנים מקובלת, אופני מכירה מקובלים</span></i></div>
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<i><span lang="HE" style="font-family: "Arial","sans-serif"; font-size: 12.0pt; mso-ascii-theme-font: minor-bidi; mso-bidi-theme-font: minor-bidi; mso-fareast-font-family: "Times New Roman"; mso-hansi-theme-font: minor-bidi;">3. שאלות שיעזרו לנו לראות מעבר לגבולות הקטגוריה שלכם
אל תחומים אחרים ו"להשאיל" משם חוקי התנהגות ורגשות שמקובלים שם. זאת על
מנת ליישם אותם בזו שלכם, ובכך לגרום לצרכן לראות את המותג שלכם באור חדש</span></i><span dir="LTR"></span><i><span dir="LTR" style="font-family: "Arial","sans-serif"; font-size: 12.0pt; mso-ascii-theme-font: minor-bidi; mso-bidi-theme-font: minor-bidi; mso-fareast-font-family: "Times New Roman"; mso-hansi-theme-font: minor-bidi;"><span dir="LTR"></span>.</span></i><span dir="LTR" style="font-family: "Arial","sans-serif"; font-size: 12.0pt; mso-ascii-theme-font: minor-bidi; mso-bidi-theme-font: minor-bidi; mso-fareast-font-family: "Times New Roman"; mso-hansi-theme-font: minor-bidi;"> </span><span lang="HE" style="font-family: "Arial","sans-serif"; font-size: 12.0pt; mso-ascii-theme-font: minor-bidi; mso-bidi-theme-font: minor-bidi; mso-fareast-font-family: "Times New Roman"; mso-hansi-theme-font: minor-bidi;"></span></div>
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<i><span lang="HE" style="font-family: "Arial","sans-serif"; font-size: 12.0pt; mso-ascii-theme-font: minor-bidi; mso-bidi-theme-font: minor-bidi; mso-fareast-font-family: "Times New Roman"; mso-hansi-theme-font: minor-bidi;">4. שאלות שדרכן ניתן לזהות סוגי מדיה חדשים ולא
מקובלים</span></i><span dir="LTR"></span><i><span dir="LTR" style="font-family: "Arial","sans-serif"; font-size: 12.0pt; mso-ascii-theme-font: minor-bidi; mso-bidi-theme-font: minor-bidi; mso-fareast-font-family: "Times New Roman"; mso-hansi-theme-font: minor-bidi;"><span dir="LTR"></span>.</span></i><span dir="LTR" style="font-family: "Arial","sans-serif"; font-size: 12.0pt; mso-ascii-theme-font: minor-bidi; mso-bidi-theme-font: minor-bidi; mso-fareast-font-family: "Times New Roman"; mso-hansi-theme-font: minor-bidi;">
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<i><span lang="HE" style="font-family: "Arial","sans-serif"; font-size: 12.0pt; mso-ascii-theme-font: minor-bidi; mso-bidi-theme-font: minor-bidi; mso-fareast-font-family: "Times New Roman"; mso-hansi-theme-font: minor-bidi;">5. שאלות שדרכן ניתן יהיה לנסח את מהות המותג שלכם
(הסיבה לקיומו ומטרתו) כך שיהווה מדד מדויק למדידת כל תוצרי התקשורת השיווקית(פרסומות,
יח"צ, קידום מכירות ועוד. </span></i></div>
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<span lang="HE" style="font-family: "Arial","sans-serif"; font-size: 12.0pt; mso-ascii-theme-font: minor-bidi; mso-bidi-theme-font: minor-bidi; mso-fareast-font-family: "Times New Roman"; mso-hansi-theme-font: minor-bidi;">בסוף אני מגיע ללב. לאהבה. </span></div>
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<div class="MsoNormal" dir="RTL" style="direction: rtl; line-height: normal; margin-bottom: 5.0pt; text-align: right; unicode-bidi: embed;">
<span lang="HE" style="font-family: "Arial","sans-serif"; font-size: 12.0pt; mso-ascii-theme-font: minor-bidi; mso-bidi-theme-font: minor-bidi; mso-fareast-font-family: "Times New Roman"; mso-hansi-theme-font: minor-bidi;">ומשם מתחיל שוב. </span></div>
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<span lang="HE" style="font-family: "Arial","sans-serif"; font-size: 12.0pt; mso-ascii-theme-font: minor-bidi; mso-bidi-theme-font: minor-bidi; mso-fareast-font-family: "Times New Roman"; mso-hansi-theme-font: minor-bidi;">לעטוף. </span></div>
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<div class="MsoNormal" dir="RTL" style="direction: rtl; line-height: normal; margin-bottom: 5.0pt; text-align: right; unicode-bidi: embed;">
<span lang="HE" style="font-family: "Arial","sans-serif"; font-size: 12.0pt; mso-ascii-theme-font: minor-bidi; mso-bidi-theme-font: minor-bidi; mso-fareast-font-family: "Times New Roman"; mso-hansi-theme-font: minor-bidi;">הפעם בשקיפות מלאה. </span></div>
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<br /></div>
<div class="MsoNormal" dir="RTL" style="direction: rtl; line-height: normal; margin-bottom: 5.0pt; text-align: right; unicode-bidi: embed;">
<span lang="HE" style="font-family: "Arial","sans-serif"; font-size: 12.0pt; mso-ascii-theme-font: minor-bidi; mso-bidi-theme-font: minor-bidi; mso-fareast-font-family: "Times New Roman"; mso-hansi-theme-font: minor-bidi;">אנשים ייראו את הלב שלכם אם תעטפו אותו בשכבות
שקופות. אנשים ירגישו. אנשים יחושו בזה.</span></div>
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<span lang="HE" style="font-family: "Arial","sans-serif"; font-size: 12.0pt; mso-ascii-theme-font: minor-bidi; mso-bidi-theme-font: minor-bidi; mso-fareast-font-family: "Times New Roman"; mso-hansi-theme-font: minor-bidi;">הם יגעו במוצרים שלכם ולפעמים גם המוצרים יגעו
בהם. </span></div>
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<span lang="HE" style="font-family: "Arial","sans-serif"; font-size: 12.0pt; mso-ascii-theme-font: minor-bidi; mso-bidi-theme-font: minor-bidi; mso-fareast-font-family: "Times New Roman"; mso-hansi-theme-font: minor-bidi;">הם ירגישו את המסירות שלכם. </span></div>
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<span lang="HE" style="font-family: "Arial","sans-serif"; font-size: 12.0pt; mso-ascii-theme-font: minor-bidi; mso-bidi-theme-font: minor-bidi; mso-fareast-font-family: "Times New Roman"; mso-hansi-theme-font: minor-bidi;">את התשוקה שלכם. </span></div>
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<span lang="HE" style="font-family: "Arial","sans-serif"; font-size: 12.0pt; mso-ascii-theme-font: minor-bidi; mso-bidi-theme-font: minor-bidi; mso-fareast-font-family: "Times New Roman"; mso-hansi-theme-font: minor-bidi;">את הכנות שלכם. </span></div>
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<span lang="HE" style="font-family: "Arial","sans-serif"; font-size: 12.0pt; mso-ascii-theme-font: minor-bidi; mso-bidi-theme-font: minor-bidi; mso-fareast-font-family: "Times New Roman"; mso-hansi-theme-font: minor-bidi;">את האמת שלכם. </span></div>
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<span lang="HE" style="font-family: "Arial","sans-serif"; font-size: 12.0pt; mso-ascii-theme-font: minor-bidi; mso-bidi-theme-font: minor-bidi; mso-fareast-font-family: "Times New Roman"; mso-hansi-theme-font: minor-bidi;">והם יבואו.<br />
<br />
באים? </span></div>
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<b><span lang="HE" style="font-family: "Arial","sans-serif";">הסדנה בת ארבעה
מפגשים תיערך פעם בשבוע בשעות 19:00-21:00 ברחוב חרוץ 12, תל אביב, ליד היכל נוקיה</span></b><span dir="LTR"></span><b><span dir="LTR" style="font-family: "Arial","sans-serif";"><span dir="LTR"></span>, </span></b><b><span lang="HE" style="font-family: "Arial","sans-serif";">בסטודיו
של הצלם יורם אשהיים. עד 6 משתתפים בסדנה. כמות הפגישות יכולה להשתנות בהתאם
לבקשות המשתתפים. להתראות. עופר גולן. 0544565060</span></b><span dir="LTR" style="font-family: "Arial","sans-serif"; mso-ascii-theme-font: minor-bidi; mso-bidi-theme-font: minor-bidi; mso-hansi-theme-font: minor-bidi;"></span></div>
</div>
Oferhttp://www.blogger.com/profile/16972000420990793088noreply@blogger.com0