If you wonder why branding is important in tourism, we challenge you with a counter-argument: is there ever a time when branding is not important? The time has come to unleash the power of branding in tourism. And to understand how an innovative branding approach for destinations can help reposition and reshape tourism towards a…
Brands are beginning to understand that the customer experience is not what they say, it’s what they do. Brands begin to assume that they will never have a price advantage, the product can be easily replicated, astrong customer service culturecannot be copied. Differentiating the customer offering, from your teams, with a focus on experience will…
Most CEOs begin to assume that to succeed in the business world you have to have a great brand. Branding doesn’t make it easy, it makes it possible. And cthe more I get to know the CEO of a company, the more I understand the success or failure of their brand. Great brands achieve their iconic…
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…