One of the great transformations of the 21st century is that brands are occupying an increasingly relevant and transcendent role in the world. Brands have occupied a central space of modern society, partly on their own merit, partly because consumers have raised them there. In this new context, brands have an influence and power with…
Immanuel Kant, in the 18th century, asserted that “the intelligence of the individual is measured by the amount of uncertainty he is able to bear”. In this age of uncertainty, if you were given a choice of one human capacity, just one, which would you choose? It seems that human beings have chosen intelligence to…
The line that separates the user, consumer, customer from the algorithm is getting thinner and thinner. Let us first of all go to the source. If the world is a machine, life is an algorithm. Algorithms, in their origin, have existed practically since the origin of our civilisation, more than 2,000 years ago. The word…
In the past, there was only one boss: the customer. Sam Walton, founder of Walmart, used to say that “the customer can throw everyone out, from the president of the company on down, by simply going and spending his money elsewhere. To keep the customer coming back each time, in addition to the basics of…
Digital natives do not exist. Although the concept of digital native cannot be used as a definition of a specific group of people delimited by age, it can be said that anyone who today uses new digital technologies to their advantage can consider themselves a digital native regardless of their age. Although it would probably…
If artificial intelligence is taking its first steps, the ethics that will shape it are still in an embryonic stage. That is why the ethical dilemma we will face is only now beginning to generate interest in some sectors and concern in others. The point is that, as progress in artificial intelligence advances, it becomes…
We have reached the point of no return for the world of brands. Either they work clearly and convincingly on their branding strategy or there will be no market for them. It sounds alarming and it is. Without branding there is no future. With good branding, there is a much greater chance that there will…
On July 31, 1944, Antoine de Saint-Exupéry died in Marseille, France. In the course of his many travels, he never ceased to observe, to explore and to explore. He bequeathed us countless lessons and above all a central issue, that of not ceasing to be connected with our inner child. Almost seven decades later we…
There is still no expression that defines the moment we are living in relation to technological developments. I have found quite a few words that detail this moment of the relationship and among the most prominent are overwhelmed, exhausted and overwhelmed and my favorite is collapsed. The human being begins to feel that the speed…
Winston Churchill was one of the most relevant characters of the 20th century; for many, the most. His role during the Second World War was decisive for the future of humanity. In the solitude of his London bunker, he had to put the brakes on the Nazi machine. The scenario could not have been more…