We live in a world where consumers are increasingly skeptical about the gap between what companies and organizations say and what they do, and are not shy about expressing their dissatisfaction (in words and euros!). In this environment, a significant opportunity is provided for brands that lead with authenticity, that is, align their promises and…
According to a recent study, the number 1 reason, globally, why a customer stops choosing a brand or product is because they feel unappreciated. And 91% of customers who are unhappy with a brand will walk away without even complaining. For brands, building relationships is increasingly important than seeking transactions. And brands that connect positively…
In the next two decades practically every brand in the world will be represented on the Internet. In this future, online identity will be a conglomeration of profiles that will go from Twitter to Facebook, from Instagram to LinkedIn, from Pinterest to YouTube, and etcetera known and others, still unknown. The impact that this has…
100 years ago, a young man named Wola said goodbye to his native Poland forever. Europe was leaving behind the first great war and a devastated and hungry continent. As if the First World War had not been enough, in 1919 the Polish-Soviet War broke out. Wola, he had hardly known what peace was, what…
We are going through an exciting paradigm shift where the world of brands will never be the same again. Branding, in this new era, is the main difference between being recognized and going unnoticed. That is why the most successful brands work to make their presence noticeable and their absence felt. Overcoming fears of a…
What every crisis reminds us is that those who have not been brave, agile, creative, innovative and fast fall by the wayside. Amazon has been one of the big winners in this crisis. Its share price in March was around 1,600 dollars and as I write this it is already over the 3,500 dollar mark.…
While COVID-19 continues to occupy the preoccupations and concerns of companies and governments, the issue of sustainability neither waits nor delays, it continues to move forward. The truth is that sustainability is now higher on the corporate agenda. Interestingly, whoever took away its place in the ranking of priorities has made its relevance space instead…
The world has changed. Sport is changing. Branding, marketing, the way of communicating, interacting and building a brand are doing it too. Behind every great sport, every great team and every great athlete, there is in addition to effort, sacrifice and passion, a great brand. There are things that will not change, smiles and tears…
Food by its simple definition is what we eat to survive. Over the centuries food has always remained at the core of human livelihood, celebration and social gatherings. In more recent times, people from all over the world were obligated to stay home when the pandemic hit. What movements and values related to food have…
Almost everyone wants a better future. The future is not a promise or a dream but the result of the actions we decided to do today. Without a vision of the future that is not accompanied by actions, the future will be in the hands of third parties. Meanwhile, the vast majority of the world’s…