One of the most exciting aspects is the speed at which so many people want to predict what will happen tomorrow in the world of brands. However, there is one thing we can be sure of: The future is not predicted, it is created. And within the innate creativity of the human being, those brands…
In the business world 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 your perception is your reality. Surely most people think of the external customer, unintentionally forgetting the internal one. But the internal customer is essential…
Until now education has been a training of the memory, the teacher transmitted encyclopaedic knowledge and the students memorised and repeated. Our educational system is still based on memorizing, but not on understanding, learning, reasoning. Appealing to memory as a system is definitely out of fashion today. This worked in times when changes in knowledge…
We have been working on branding and innovation projects for more than two decades. Since then, the common denominator has not been technology, but a new mindset. Advances and progress in the field of new technologies never cease to fascinate us and undoubtedly enhance opportunities to amplify, resonate or scale. But what has historically set…
Finally, companies are beginning to assume that Branding is beginning to fulfill a transformative mission. Branding is very powerful because it goes beyond the creation or construction of brands; It’s about who we are It’s about people. Companies are people, brands are people, customers are people and, “who does not understand people, does not understand…
One of the things that I value the most about my work is the possibility of working with people who inspire me. Recently, in a face-to-face with one of those people, she told me something that stuck with me, “the pandemic has left hearts cold.” The confinements, the physical distances, the social distancing, the loneliness…
The human being is a sum of contradictions and ironies. While his plan to colonize Mars is consolidating, on Earth some 4,000 children under the age of five die every day due to lack of clean water and adequate sanitation, according to UNICEF. However, we inhabit a planet with 70 percent of its surface covered…
I was recently invited to give lectures on Industry 5.0 and Tourism 5.0. I must confess that I had to study hard to catch up with this new world 5.0. As a result, I have been reflecting on how Branding should respond to this new social dimension and this is how this post was born:…
Many retailers are being too slow to reinvent themselves in the age of omnichannel. We tend to overestimate the effect of a technology in the short term and underestimate its impact in the long term. This undoubtedly demonstrates the case of retailers and their attitude towards the Internet. After a panic attack at the turn…
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%,…