Category: Branding

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…

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…

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…

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,…

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.…

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…

During the last years, we have segmented and studied different tribes. Actually, we have arrived to “almost one member tribes”… The real issue, behind the scene, is that thinking of…

There are several sites talking about ‘phantasy’. Perhaps, the most valuable synthesis about this trend could be found in TrendWatching and The Cool Hunter. Phantasy is based in two movements…

Some of you, actually only few of you, remember the very beginnings of Brand 3.0… The original name of this social network was “Jekyll & Hide on Branding”… It had…

Gideon would say: “Deleuze in The Logic of Sense: It’s a strange position the one that blindly values the depth at the expense of the surface, giving to superficial the…