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Brand Spain | Towards 2020

Brand Spain | Towards 2020

On Thursday 30 May, we attended a working breakfast in ESADE - Madrid, in which Carlos Espinosa de los Monteros, High Commissioner for Brand Spain, outlined his project. Are the Spanish aware of the importance of Brand Spain? The answer is no, but perhaps more importantly, Do the Spanish understand the significance of Brand Spain / Country Brand / Made in Spain? And, do they understand the advantages of good international standing? First, let's look at what the term Country Brand means. Simply...

Allegro 234 in the spotlight of European Branding

Allegro 234 in the spotlight of European Branding

Over time, Allegro 234 has been positioned as a team of strategic  marketing and branding consulting experts. This positioning is recognized not only in Spain but also abroad. Cristián Saracco, Allegro 234 Founding partner, CEO, considered as a branding specialist, has been invited by "Communicate Magazine" as a judge for "Transform Awards 2011" This is the first time a branding consulting group based in Spain is part of the jury of this European Brand Award. Branding experts, communications...

Branding | The European point of view | Presentation to EMBAs’ of the Nance College, Cleveland State University

Branding | The European point of view | Presentation to EMBAs’ of the Nance College, Cleveland State University

On September 18th, I was invited to make a presentation to the future EMBA's of the Nance College of Business, Cleveland State University. This presentation talked about the differences and similarities between US and Europe regarding branding. Below, you'll find it! I know that without the verbal comments, parts of this presentation could be difficult to understand, however, the key points are enough clear (I hope!). If you have any question, do not hesitate to make a comment about it... I'll...

Apple, the 2009 coolest brand worldwide | Coolest & Gaps Branding Survey

Apple, the 2009 coolest brand worldwide | Coolest & Gaps Branding Survey

With the participation of more than 1,400 people during the months of December 2009, Allegro 234 conducted the "Coolest & Gaps Branding Survey". This survey is the first in which the question about the coolest brand has been opened without a predetermined list [spontaneous, not induced]. Through various media and online blogs, the survey has achieved a high participation level 1,444 participants [valid answers]; 10% more than in 2008 Europe 45%, the Americas 45% and Asia 5% [47 countries]...

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