Personal branding for the sharing economy. Humane, effective, and transparent

“I woke up thinking that I needed to make a big change in my life. Not just because I recently lost my job and became part of the long list of people who have been thrown out of the job market and who have to recompose themselves from the inside to continue with their lives, but also because today, while I looked at the calendar, I became aware of the speed at which time goes by and how easy it is to go through life without fulfilling our dreams.

NOW, a place for possibilities. Madrid, Central de Diseño / Dimad, Matadero. 26.1.2013


My mother used to tell me that great deeds were my destiny, for I was not too good at small, everyday, trivial things, but I could achieve something great if I wanted to. And well, I don't know whether it was a great deed or just a small achievement, but I do feel proud of having contributed to the birth of NOW Madrid.

NOW, a place for possibilities


On the 26th January 2013, the first edition of NOW, a place for possibilities, took place in Madrid, Strängnas (Sweden), Saint Louis (USA) and Los Angeles (USA).

Creativity, where are you?


Mr. Marcel School has summoned me once again to teach in a Branding workshop as part of their intensive Summer MA on Creativity, and I would like to take this post as an opportunity to thank them, and also to write a few words on creativity.

You are the stars


They say you don’t fully understand something until you’re able to teach it clearly. Structure your ideas, think about what you’re going to say and how you’re going to say it. It normally takes many hours of preparation, revision and investigation. As if that weren’t enough, there is always a lot at stake. It is a risk which affects our brand the same way as when a client isn’t fully satisfied with your work.

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.