Plant a book, write a child, have a tree.

The longest day of the year in the northern hemisphere promptly arrives every June 21. As fate would have it (and my publisher), at the beginning of the summer solstice, my new book was born:  HumanOffOn. I like the jokes of fate when inadvertently unexpected and unthought-of coincidences occur. That same day the world also…

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Are we right by retiring experience?

In recent months 4 good friends have crossed the barrier of 65 years. Three already retired and one is about to do it. They are people with an impressive track record, with an unblemished reputation and above all with an invaluable experience. The four were born in the middle of the twentieth century, back in…

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Branding, a tool for change.

This is my TEDx Almendra Medieval talk. I was very excited about preparing it and I’m much more excited now that I get to share it with you. Have a good trip!: Welcome to this world that changed. Everyone that is here today is a protagonist and a spectator of that change, and no one…

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Brands: From Esthetics to Ethics

Brands used to sell the beautiful, the attractive, the ideal. Brands were based on offering happiness. After decades of thinking how to manipulate the consumer through confusing messages and esthetics, new paradigms started to appear, rendering the existing formulas obsolete. To manipulate means “to be taken by the hand”, and brands used to take consumers…

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Cities are Starting to Embrace Branding

A city is not only what it shows on the outside, but most of all everything it inspires and transmits. The brand of a city is a strategic asset in terms of communication and business: a good city brand construction leads to good economic and financial results. In this age of hyper connection and cloned…

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Don’t adapt to change, generate it

“The progressive development of man is vitally dependent on invention. It is the most important product of his creative brain. Its ultimate purpose is the complete mastery of mind over the material world, the harnessing of the forces of nature to human needs” Nikola Tesla When Nikola Tesla died in January 1943 at 86 years…

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Brands: the opposite of love is not hate, it’s indifference

To grab people’s attention is a very important issue for brands today.  To live in a world increasingly more connected means that it’s growing increasingly more complicated to grab the attention of clients and potential clients. Connectivity has reached ubiquity; in fact, people’s attention periods are at minimum levels. It is said it’s about 8…

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Rehenes de lo instantáneo.

Seis de las 10 aplicaciones más utilizadas del mundo son servicios de mensajería instantánea, según Quettra y citado en The Wall Street Journal donde ya es completamente usual leer noticias del mundo Brandoffon. Pero los datos de Quettra no coinciden del todo con los de la consultora Nielsen. Esta última presentó un informe que decía…

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