Branding is a constantly evolving activity, and although we have gained valuable knowledge so far, we still have a lot to learn. From integrating artificial intelligence to managing online reputation and adapting to new platforms, branding requires a mindset that is open and willing to adapt as the world changes rapidly. As we move into…
Purpose has become a strategic imperative for business success today. Writing a purpose statement is easy; what comes next is the hard part. Purpose helps transform the connection between employees and the organization into one of trust and commitment rather than transactions and contracts. As Jørgen Vig Knudstorp, former CEO of LEGO, said, “If you…
We know that more than 90% of the fears we have will never become a real threat. Also, that more than 90% of the things that worry us never happen. And even so, most people and brands live worried and afraid. Fear is very powerful ; because it does not exist. It is a construction…
From my experience of almost thirty years creating or transforming brands on five continents, there are three areas in the business world that should transcend any situation: investment in talent, investment in brand and investment in innovation. And I mention any situation because today is inflation, yesterday was the pandemic and tomorrow… We are no…
There are many companies that educate employees in such a way that in their “policy”, sometimes also called culture or philosophy, the processes are already proven and they cannot question anything. And it is just the opposite that we should be doing. We should be questioning everything: culture, “politics”, processes, leadership, design of finished products…
The future of brands is written with Z. Dear marketers, advertisers, entrepreneurs, communicators, recruiters: To secure your place in the future, you have to start by understanding Generation Z in the present. The future of consumption is already being lived today. Generation Z, also known as Gen Z, iGen or postmillennial, will soon become the…
I asked myself more than a thousand times why write this book, HumanOffOn, and I found in Andrés Rivera’s words what I felt, but I didn’t know how to express “I am convinced that no book, no matter how good it is, can change the world. But I have to write.” I reread them countless…
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…