Anticipating patterns to create scenarios, explore options, select, turn them into concepts and stage. With a shared leadership with our clients, with iterative development and constant adaptation
Post about Branding
About behaving straightforward and honest in branding
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 my offering of products and services
Keep it simple, please
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 admiration (in that order) for those who were able to convey their ideas and knowledge in the simplest terms.
Brandtopia or Needing a Fast-Forward to the Past
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 the rest of the year. I would like to share those thoughts with you... I'm a little postmodern I like to self-express, to have my own ideas, to believe that I can change the world (at my scale and in my immediate surroundings). I am respectful with (although I think I'm far away of being an example) gender issues, environment or...
Masstige brands or the problem of being the ham of the sandwich
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 ones (with global presence) in different media We excluded those brand that were, in a certain way, at the top and bottom pricing levels of the masstige category (if we can call it "˜category'). E.g.: Porsche Boxter or Sam Adams beer We considered the following brands: Burberry. Codorníu, Commes des Garçons,...
The tendentious Dr. Utterson | Synthesis | End of season
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 why I've begun with this. At the end of January I wrote the first chapter of this affair between trends and branding. Actually, the one who talked was Dr. Utterson, Dr. Jekylls' best friend... the one who knew the truth. Now, for the end of this season, I've invited Dr. Jekyll (J), Mr. Hyde (H) and Dr. Utterson (U)...
The tendentious Dr. Utterson | ‘Luxurious’ trend & Branding | Chapter 7
Things have changed... The traditional definition of luxury is losing content. Luxury will be whatever you want it to be. Luxury, in a certain way, is related to scarce resources, and they are becoming an individual issue, specially, if the person is desperate to be different and unique. Does this sound like something strange? Now, there are infinite ways to be unique. The days of better, more expensive, bigger are in the past. So, the concept has changed 🙂 Trend #7: Luxurious The key is not...
The tendentious Dr. Utterson | ‘IAmMyBrand’ trend & Branding | Chapter 6
Arriving to the "IAmMyBrand' trend, I presume that we arrive to a point of real discussion. As some of you may know, I have a clear opinion regarding personal branding. This is that I'm against that concept: Brands and branding was and is developed to objects: We can work on improving certain identity and build its image We are subjects: We are what we are and that's something difficult to change. We can only work on personal image To work on subjects cannot follow a pre-defined process: If we...
The tendentious Dr. Utterson | ‘From virtual to online’ trend & Branding | Chapter 5
One of the deepest changes during this century has been that we have moved from a world split in real and virtual to one that could be described as offline and online... but always real. Now, there is little room for the virtual! The effect of this new way of understanding our context has produced (also) a modification in our behaviors. In the online real world, the key is not longer to posses, but to allow that things flow. The new leader is not longer the one who has, it's the one who...
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