Disorder is the new order.

There are events in human history that leave a mark. There are moments in human history when many simultaneous events of magnitude are transformed into a new order. Disorder is the new order. Russia has started the biggest war in Europe since World War II. Iran has the most warmongering, terrorist and dangerous government in…

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Purpose as a driver of success: How leading companies and brands transform the world and generate exceptional results.

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…

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The change at the head of the companies: from bosses to leaders.

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…

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What are brands for?

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…

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If you think that investing in good Branding is expensive, you should see what the bad one costs

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…

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