Author: Cristian Saracco

Forget about the values that you have written on the wall of your boardroom and focus on those few that result in observable and measurable behaviours.

Institutionally, the brand is evolving from being a management tool to become a corporate catalyst of the highest level strategy

Ever since we have had a notion of the existence of brands (7000 BC in Mesopotamia), the aim has been and remains the same: to express singularities which consistently distinguish…

Those who explain themselves best, keep it simple. When I recall, and I still can, some of the teachers I had, I discover that I have the most affection and…

Recently, with the Spanish saving banks reform we are attending the creation and deployment of new financial institution brands. What is the aim of these changes? Changing a name is…

Usually, after a few days of being on vacation (of which I’m back), my thoughts begin to wander freely again, without the normal ‘noises’ that we use to have during…

‘It was early in the morning and I was ready to departure to the Country of the Bears. Again I was going to delve into their forests which goes from…

Last month we organized an online survey asking about masstige brands. The survey was opened during two weeks. Before results We considered only 12 brands that were mentioned as masstige…

Politicians are still trying to understand the crisis, some big companies are launching innocuous campaigns, bankers are crying because they didn’t deserve this situation… Should I continue the list? Probably…

I would like to begin this synthesis with something said by President Clinton, ‘It’s the economy, idiot…!’. At the end of this short story you will probably understand the reason…