10 silent changes that are revolutionising branding


I would like to share with you ten reflections about the unspoken changes that are stirring up some very well-established beliefs about how brands are created and managed. We can't predict the future but we can pay attention to what's already happening.

1. From definitive versions to permanent beta.

10 moments in which you will need a branding consultancy


One of the reasons that moves me to keep this blog alive is my will to lift, little by little, the veil that covers this activity. If you haven't experienced the creation or change of a brand, it's likely that you won't know when we can add value to your business. This is a compilation of the most common situations:

1. When you create a new company or product

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.

What’s essential is not visible



Even though the main advantage of developing a retail brand is the ease with which we can focus our efforts to a physically or virtually bounded space, what’s essential to the brand is not visible. In order to turn a store into a brand, we first need a great idea, as Descartes would say, that can be clearly and distinctively expressed; that would serve as a compass to attain a solid and attractive image; that inspires us; that’s worth realizing day after day.

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.