Determining the financial value of a brand is a difficult task. Determining it at lthe 100 most valuable brands in 2022 is even more complex. Despite the intangibility of a brand, it’s hard to deny how effective a strong brand can be in driving a company’s bottom line; in all areas Brand Finance, in its…
Every person on this planet has a story. It is estimated that this week the 8 billionth inhabitant will be born on Earth. You will immediately think it will be in China or India. However, it could well be in Buenos Aires, Madrid, Bogota or Miami. I was born in September 1969 when man was…
Who can help us face a better future? We are facing a serious problem: unstoppable climate change is ravaging the world and costing a fortune. Governments can’t, don’t know how, or don’t want to deal with it. The answer to the question at the beginning is, then, business. But realistically, this effort must be shared.…
On September 8, at 6:30 PM UK time, The Royal Family’s Twitter account @RoyalFamily shared the news: “The Queen died peacefully at Balmoral this afternoon.” All the world’s media, as well as social networks immediately echoed the news. A 70-year reign was coming to an end. The person, the queen, was passing away, but not…
There are decisions in life that mark you forever. I did not choose to leave Argentina, but I chose to go to live in Spain. This was one of them. It was September 2002, the 21st century was just taking its first steps. It was back-to-school month in Europe. And we headed for Spain. Leaving…
There are absolute truths, there are relative truths and there are true lies. In the field of branding there is only one truth: the customer’s perception. Because their perception is their reality. Surely most people think of the external customer, unintentionally forgetting the internal one. But the internal customer is essential to build a good…
We are going through a period of widespread anxiety. We have gone from a generation motivated by a longed-for success to a generation imprisoned by the anxiety of success. There is no time, the search for quick success and fame. The ephemeral is taking over in a silent battle of values. It is a passing evil…
Welcome to the metaverse. That sentence might sound like the beginning of a techno-dystopian movie: a jumble of words that only works in science fiction. And yet, in the top groups of Silicon Valley’s most important companies, it’s very real: the Internet’s movers and shakers are planning for a future in which the digital and the…
One of the great, timeless, transcendent books one can read is “Man’s Search for Meaning” by Viktor Frankl. I read it more than 30 years ago, today my son is reading it. The world changes, the essence of what is human, not so much. The first motivating force of man is the struggle to find…
As business people and consumers, we know that retail today is more sophisticated and challenging than ever. In the context in which we live, customers demand more from every experience. Beyond target segment or price point, the real power of retail lies in authenticity, consistency, story, emotion and experience. Retailers must be agile and adaptable,…