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Brand Health Tracking

Brand Health Tracking

Aug 9, 2023

Just as those of us who reach a certain age feel obligated to undergo a comprehensive medical check-up every two years, we should also perform a "healthy" exercise that involves looking at our brands to determine if they are optimally aligned in each aspect of Brand...
Knowing how to segment, the key to success.

Knowing how to segment, the key to success.

Aug 9, 2023

Did you know that 85% of our behavior is based on emotions? We could start thinking about emotional variables which lead to sales of our product and also segment the consumer based on these more emotional variables. Consequently, the consumer behaves differently, and...
Managing Information to Transform it into Knowledge

Managing Information to Transform it into Knowledge

Aug 9, 2023

The reality is that companies are exposed each day to managing an overwhelming quantity of information from which to formulate the strategy that, in some way, must lead them to success – that is, to maximize their benefits. As Manuel Castells asserts, «We must grasp...
Hyperactivity in Marketing – HypeMarketing

Hyperactivity in Marketing – HypeMarketing

Aug 9, 2023

Communication and marketing have changed with the exponential growth of social media, and so has research. It's changing the way we engage with consumers and, consequently, how we conduct research. Consumers are no longer just «interviewees»; they have become...
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