Some marketing tools can bring on a merry dance

Whatever happened to intuition? Chirps in and says that only women have guessed.

I wouldn't go that far, but I agree that the female of the species has a natural intuition for lots of things-including dance.

Remember the days when dances meant that you and your partner really touched, even held hands?Modern dancers have moved at all, mainly with no contact with the body. just as well really-are so dark that you cannot see who might be dancing with the neo-ballrooms. no longer foxtrots or Waltz.

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But the modern mania is the Zumba: a combo of dance/sport that is getting fit. Isn't that the great tradition of Latin America the samba wasn't a bit of a job.And the Vienna Waltz tested plenty of muscles, too.

You'll be surprised to know that the Zumba was invented by a personal trainer. Charlie rumored to have a personal trainer is rather a status symbol. his personal trainer is called Marty.Having a '' Marty '' is a bit like having a gold Rolex, you drop it in conversations to impress people.

Louise says that just having a brain is impressive, but if Charlie has to do in this way, good luck to him.You don't need a personal trainer. Louise is until 4 am five days per week, doing the Zumba and its emergence has an interesting parallel with the modern marketing.

Modern Marketing is often strongly linked to the new campaign ' ' tools '-computer-based programs that help your thinking and define solutions to problems.Focus groups were also developed to assist decision-making. in a speech this week, Greg Combet said that you must be very careful that you're not misled by these focus groups, or other tools of the trade.

Louise agrees.You say that the best research shows simply what you already know, and that it should not substitute its own intuition.

And this is how Beto Perez invented his mania of Zumba worldwide in his native Colombia in the nineties.

She lifted a fitness class but had forgotten his tools-your PA system and music tapes. He was forced to improvise and uses his intuition.It was an immediate success, so that registered this name of Zumba and is now offered through more than 90,000 fitness centers in 110 countries and has more than 10 million participants.

Perez found that using its brain-rather than traditional tools of his trade, created a luck for him. There are many examples of this in the history of marketing. it is unlikely that drink tear-away of the world, Coca-Cola, was invented by a group of fire And in the automotive industry was the intuition of Henry Ford and nothing but he said that the world needed a car that workers could afford and that could be done on a production line. printing of Gutenberg not happened because of marketing research tools-only the brain power of Mr Gutenberg. John Logie Baird, inventor of television, has changed our world without any search tools is a scary thought, isn't it, that intelligent tool that anyone can ever get stuck inside your head ... you've just got to remember to use it.

Charlie and Louise agrees, using your brain is good. tools have their place, but not in place of brains. Thus in weekend coming, let's Zumba everyone.

Harold Mitchell is Executive Chairman of group communication Mitchell.

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