Back in 2014, The Economist asked: What are brands for? And he also answered : ” Brands are the most valuable assets that many companies own.” Almost 10 years later, many are still asking the same question. And today with this post, I want to complement the answer, so that in 10 years no one…
In difficult, uncertain and new times, brands that understand paradigm shifts are focused on improving people’s lives. Not by creating euphoric ads that strike a chord, but by proposing real solutions to real problems that positively impact people’s lives . Branding is the bridge to it. In successful companies, Branding is not seen as an…
It’s hard to predict with certainty what Western society will look like a decade from now, but based on current trends and technological advances , we can make some educated guesses. I share a bird’s eye view of some issues of capital relevance for our future , such as society, work , education and companies…
Many business leaders are concerned about the entry of new players in their industries that are transforming business models. Other leaders are reshaping the board by creating successful brands and evolving or disrupting what we knew. Demonstrating that those who are brave and take risks are changing what for many seemed impossible. Creating new models…
I have some very good news. The world’s most valuable resource is no longer oil or data, but human relationships. In the business world, words like leadership, sustainability, values, purpose, diversity, triple impact or talent, are a fundamental part of a group of brands that are transforming the way business is done, products are sold…
It is undeniable that youth is synonymous with change. We live in times of many changes; accelerated, simultaneous, exciting. Some are evolutions, others are true transformations, and of course there are those that open the door to revolutions. Today’s youth fall into the Generation Z category. And they have come to turn almost everything upside…
In the next decade virtually every brand in the world will be represented on the Internet. In this future, online identity will be a conglomerate of profiles ranging from Twitter to Facebook, from Instagram to Twitch, from Pinterest to YouTube, from TikTok to LinkedIn and so on, known and yet unknown. Nowadays, it seems that…
Faster, faster, faster. Faster and faster. Life has accelerated so much that pauses and silences have almost disappeared. At first it shocked me, but then it became normalized for me to start listening to WhatsApp audios at 1.5x speed. It was natural for me to listen to them at 2x. It became so natural to…
Alice in Wonderland asked the Cheshire Cat which way she should go. Cheshire replied, “That depends very much on where you want to go. If you don’t know where you want to go, it doesn’t matter which way you go”. Entrepreneurship is exciting and stressful. To be an entrepreneur is to follow untrodden paths, or…
In an increasingly interconnected, uncertain, complex and competitive world, brands are an integral part of our lives. From the everyday purchases we make, the clothes we wear, the transport we use, the company we work for, the place we study, the food we eat, to the products we buy, brands are present in almost…