Crises amplify what brands were before it. Excellent brands react excellently, while mediocre brands react in such a way. We are witnessing a global health crisis that collaterally affects the economy with virulence. Some of the world’s most valuable assets are brands – that intangible combination of expectations, certainties, and promises that we associate with…
One of the great transformations of the 21st century is that brands are occupying an increasingly relevant and transcendent role in the world. Brands have occupied a central space of modern society, partly on their own merit, partly because consumers have raised them there. In this new context, brands have an influence and power with…
For thousands of years a totem has been an icon that unites, connects and inspires people. In the mythologies of some cultures or societies of the past it was taken as a symbol of the tribe or social group. The new TOTEMS are no longer like those that in the past agglutinated the tribe around…
During the last two decades, together with my team we have conceived projects, defined strategies, articulating business plans, created names, designed brands, experiences and products in various sectors. From retail to tourism, from high consumption to services, from transportation to finance, from real estate to technology, from entertainment to destinations. In this post I will…
I had the fortune to study International Relations in an exciting time of our history. It was just after the end of the cold war and the fall of the Berlin Wall, in a decade when a new world order was enlightened. The beginning of the 90s found us studying unpublished facts with the newspaper,…
“Sleeping with an android is infidelity?”, asks itself and asks us the advertising of the second season of the Westworld series that is broadcast on HBO. Unheard-of time is coming, while we keep talking about technology for the most part and we leave the ethical, legislative and emotional debate that technological advances are causing. In…
Retail is one of the most attractive and dynamic activities in the world. Its constant need to rethink and reinvent itself found new motivations with the appearance of the internet. Since then we are leading the rebirth of shopping centers. Internet did not generate that they shopping centers close. What it did was to note…
There is nothing more invisible than the obvious, than that which is right before our noses. In the last few days I have tried to blur the urgency to focus on the obvious, on what precisely for being obvious, we usually ignore. The truisms seem not to be connected, but it just seems. The citizen…
Earlier this year, President Trump said in an interview with ABC: “What I’m doing is good for the United States, it’s going to be good for Mexico too, we want to have a very stable and very solid Mexico.” Trump was referring to the wall, but seeing what this has generated has changed my focus.…
For twenty-seven years the Internet has been part of the lives of millions of people. For many the internet is as important as the oxygen we breathe. In the twentieth century began the conquest of homes by appliances. More than 100 years ago, the first electric refrigerator in Chicago was put on sale; followed by…