Every brand is, at its core, a relationship with people. It begins with a promise, is tested in every encounter, and is strengthened—or broken—over time. Just like any human bond. However, we forget this far too often. We talk about targets, impressions, audiences, and funnels. We measure how many people saw us and how many…
There’s a big difference between wanting to be an important brand and being a brand that does things that matter. It’s almost the difference between being a well-known brand and a beloved brand. The former leads to behavior, the latter to commitment. The more information and data we have, the more we confirm what the…
We went from channel surfing to scrolling in the blink of an eye. And, almost without realizing it, we also began to learn how to build relevant brands in the age of distraction . Because when everything happens so fast, when everything competes for our attention and when almost any stimulus can disappear with a…
“In our time there is no such thing as ‘staying out of politics.’ All issues are political issues, and politics itself is a mass of lies, evasions, nonsense, hatred …” Eighty years ago, George Orwell wrote something that remains remarkably relevant today. In his essay “Politics and the English Language ,” published in the British…
The other day, while meeting with a group of students, they told me something that caught my attention. They had attended a class on artificial intelligence expecting to find what, at first glance, anyone would imagine: programming, prompts, automation, code, agents, or some of the new tools that seem to multiply every week. However, the…
I was asked that in an interview. My subconscious reaction was to answer no. The interviewer gave me reasons to look at it from another angle. I answered yes, then. Then I hesitated again, and I was left wondering, “I don’t know.” The question seems scientific, but it’s actually philosophical, psychological, and anthropologically human. This…
The first time I saw a color image on a television was during the 1978 World Cup. I was living in Buenos Aires, and we had a Hitachi “boob tube.” The jump from black and white to color was magical; or at least that’s how I remember it. Fast forward to today, and it seems…
Spoiler alert: this post is quite long. If you prefer stories or short videos, don’t read this one. I delve into the gap between what’s said and what’s done in the world of brands . You’ve been warned. If you stick with me, I’ll share with you the great contradictions of contemporary business, branding, and…
Fear isn’t a byproduct of the news. It is the product. And when the product is fear, the till fills while the ethical shelf teeters. Most media outlets are fully aware of how profitable it is to sell fear: clickbait increases, numbers rise, and credibility and trust plummet. Fear sells, and fear remains one of…
I don’t think a single day goes by without someone asking me: how much does it cost to build a brand? It’s a question I’ve been hearing for years, but instead of giving an answer, I respond with another: what does it cost not to build it? This usually sparks a beautiful and intense debate.…