During the Covid-19 pandemic, online became a fundamental channel for retailers. Even as overall retail spending declined, e-commerce sales grew from the prior year. The impressive results may overshadow that e-commerce still accounts for only a small percentage of total retail sales – for example, in the US, the figure is as low as 14.5%,…
The European Super League has just been announced and has already caused an earthquake in the world of football. Florentino Pérez is 74 years old, he runs one of the most powerful companies in the world in his industry, he is the President of the most successful club in the world, he is a multimillionaire,…
According to the United Nations, in 1950, one in three people lived in urban areas. The institution calculates that today, more than half of the population lives in cities, and that in 2030, this figure will rise to 60% and in 2050, it could represent up to 75%. The quantitative leap is immense: at the…
We no longer work from sunrise to sunset but from zoom to zoom. We wake up looking at our cell phone and we go to sleep looking at our cell phone. And between one and the other we spend between 8 and 12 hours in front of a screen. Postmodern work was supposed to be…
On March 4, 2014, the book «Brandoffon. The Branding of the Future », was released. This March 4, 2021, it celebrates the first seven years of life. The biggest reward: the generosity of people, like you. In March of that same year, the world launch of Brandoffon was held in the Aula Magna of IE…
To continue doing the same, without rethinking anything in 2021, is to go straight to the precipice. Everyone is in time to find new paths, both personally and professionally. The big trends are quite defined. You simply have to find new personal or business routes to travel them or create new ones. The Economist magazine…
On July 5, 1994, in Bellevue, Washington, Amazon was founded. An almost unknown Jeffrey Preston Bezos took the helm of the company that today has 1.3 million employees, 300 million customers, one of the 4 most valuable brands in the world, one of the four most valuable companies in the market and whose dominance and…
In the business world, many changes are happening simultaneously. One of the most important is that branding is no longer considered as an expense and it begins to be valued as an investment. This is one of the most significant changes that will have the greatest impact on the business world in the coming years.…
My three children are from generation Z —the centennials—, born between 1996 and 2012. Every time I need to imagine the future, I will see what they do, what they talk about, what interests move them, what excites them, what inspires them, what they share and what they consume. And seeing them is an inexhaustible…
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…