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.
How to raise the profile of the arts and create value for the cultural ecosystem: public, artists, patrons and employees, from the brand point of view.
Institutionally, the brand is evolving from being a management tool to become a corporate catalyst of the highest level strategy
Be global and local, collaborate and compete, explore and explode, align and break the inertia… achieve economic results, be sustainable and develop people. How are these dilemmas reconciled?
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
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.
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 actually quite different to changing a brand. Logos had changed, but what about the internal structure? Does it respond to a concrete strategy? A brand has its value; create a new one has costs. The following chart shows a rough cost of each step supporting the change of a brand. Spanish financial system is known...
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...
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...