We have reached the point of no return for the world of brands. Either they work clearly and convincingly on their branding strategy or there will be no market for them. It sounds alarming and it is. Without branding there is no future. With good branding, there is a much greater chance that there will…
On July 31, 1944, Antoine de Saint-Exupéry died in Marseille, France. In the course of his many travels, he never ceased to observe, to explore and to explore. He bequeathed us countless lessons and above all a central issue, that of not ceasing to be connected with our inner child. Almost seven decades later we…
There is still no expression that defines the moment we are living in relation to technological developments. I have found quite a few words that detail this moment of the relationship and among the most prominent are overwhelmed, exhausted and overwhelmed and my favorite is collapsed. The human being begins to feel that the speed…
The journalist from one of the most widely read newspapers in Spain sent me an email that started like this: As one of the greatest experts in branding…. And which continued with many questions: What is it that leads a construction company to associate a luxury brand with a real estate development? How can it…
The relevance of the Mobile World Congress in Barcelona can be understood from the fact that we are starring in an era in which cell phones have become an inescapable part of our daily lives, of our selves. The cell phone is our extended self. We can say that the world we know is a society…
The World Economic Forum in Davos is one of the global events worth paying attention to. The crème de la crème of the world’s economic and political power unite in the Swiss city to tell the world their vision of the world. Or at least the vision they want the world to know. Among kings,…
There is hope for the future. Machines, as efficient as they are cold and as costly as they are profitable, are already here. And most of what we are learning about them is that the formula that works best is one in which the machine not only does not completely replace the human being, but…
The problems and solutions, in this new era, do not arise from technology but from the good or bad use that is made of it. In this future that we are creating, day by day, Branding and one-to-one marketing is the closest thing to that very near future. By putting new technologies to good use,…
Let’s start with the basics: we are what we feel. With apologies to the Beatles, all we need is not love, but without it, what’s the point of relationships? Buying is an act of love with brands, because you choose that one over all others. In the world we live in, few brands reciprocate the…
“Hi, I’m Mark Zuckerberg, and I run one of the most noxious mass manipulation machines on the planet. I have almost three billion active users on Facebook alone, two billion on Whatsapp and almost one billion four hundred million on Instagram. There is no country on the planet that has as many citizens as there…