Brands before, during and after the coronavirus.

Crises amplify what brands were before it. Excellent brands react excellently, while mediocre brands react in such a way. We are witnessing a global health crisis that collaterally affects the economy with virulence. Some of the world’s most valuable assets are brands – that intangible combination of expectations, certainties, and promises that we associate with…

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Retail of the Future and Branding.

During the last two decades, together with my team we have conceived projects, defined strategies, articulating business plans, created names, designed brands, experiences and products in various sectors. From retail to tourism, from high consumption to services, from transportation to finance, from real estate to technology, from entertainment to destinations. In this post I will…

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The invisibility of the obvious.

There is nothing more invisible than the obvious, than that which is right before our noses. In the last few days I have tried to blur the urgency to focus on the obvious, on what precisely for being obvious, we usually ignore. The truisms seem not to be connected, but it just seems. The citizen…

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