The customer’s perception is the brand’s reality.

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…

A new education for a new era.

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…

Loneliness as a pandemic.

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 brand is the experience

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…