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The importance of segmenting… in these times

Sep 4, 2013

As has already been said on many occasions, segmenting the market is necessary for any brand, not only to know its “customers” but to know how they behave and how to approach them. This, together with the current situation we are experiencing, which is constantly changing,...

The power of minorities

Apr 19, 2013

Creating a new product or brand and not failing in the attempt is certainly difficult these days. Gone are the days of economic prosperity and consumer appetite when being advertised on television was practically enough to guarantee success.

Do what you love and do it often

Apr 19, 2013

In the end we will get something good out of so much crisis, so much unemployment and so much pessimism. Many people who are unemployed, or if they are unemployed, take advantage of their free time to do activities that fulfill them. Activities that, in times of plenty, they did not have time to do...

Why brands commit suicide

Nov 14, 2012

I find it difficult to understand why we forget that the houses we build will one day be inhabited by people. Why we design cars with surprising aesthetics that take years to incorporate safety features that are already known today...
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