The ten most common errors when branding


Even though I am firmly convinced that we tend to learn from our victories and not from our mistakes –one only needs to look at our history to see that we have an almost inevitable tendency to repeat the latter–, this post is a summary of the ten most common errors when creating and managing a brand, so that you can do a positive reading of it.

1. Long kick, and run

Doing things right to begin with


I remember that several years ago I was surprised to find that a well-known international branding consultancy declared that its market was not so much that of brand creation, but of reinvention, as if branding were not precisely about the initial steps in projects or as if inventions could never turn out well on the first try.

That's how I realised that that is, without a doubt, the market for all branding consultancy firms, because in that arena one very rarely does things well to begin with.

Luxury brands: passion for things well done.

It is usually said that we come to this world to fulfill three missions: plant a tree, have a child and write a book. Juan Hernández Aguirán has managed to achieve at least one of these goals. This ESADE graduate is only 28 years old, but he already managed to write and self-publish the book "El Marketing del nuevo lujo" - "New luxury marketing" .

Things that made us happy in 2011

Christmas 2011. There goes another year. It is time to evaluate it.


What happened in 2011? What do we want to remember this year for?

In 2011...

Grasp, Brands that make sense, S.L. was legally set up and our brands registered. Our webpage began to take shape and we managed to attract the attention of a few hundred people in Linkedin, Facebook and Twitter.

ONGAWA: Ongawa: the water and engineering NGO for human development.


Interview with Xosé Ramil, ONGAWA's Communication Coordinator.

Why did you decide to create a new brand?

And what did we learn?



As I promised, here comes a small summary of the workshop “How to create a brand in times  of crisis”, held yesterday in collaboration with N&N.

I presented the case of a small company coming from our most immediate environment and working in an extremely complicated field, which one day decided to correct the imbalance between its attractive identity and an image not up to the standard.

Lingering in perplexity



In his book Why Philosophy, Xavier Rubert de Ventós says that philosophizing requires to be naïve enough or courageous enough to realize that we don’t see things clearly.