Author: Cristian Saracco

Correctly articulated, the purpose is a strong connection between legacy and aspirations, in which relationship time, emotional intensity, intimacy and reciprocity between organization and people are combined

Only by understanding the patterns making up the essence of the brand itself can its abilities and potential be known

Constructing an aim, or owning a brand with a conscience requires leaders who can take this transformation forward.

From a brand-strategy perspective, it is also the ability to detect emerging patterns and help them to take shape that is the key to creating value and obtaining results in…

To build a strong and long-lasting brand experience requires a personal conversation between people –regardless of their roles, and organisations.

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…