The study identifies a series of practices that characterize.  Companies with a greater brand orientation. They are the following: The CEO and senior management believe in the value. Of the…

In the same way that not every follower seeks.  The same level of involvement with a brand. We will find multiple types of followers. With very different motivations, incentives and…

Brand communities Having a large number of customers does not mean having a large community. But neither is having many followers on social networks. The criteria for identifying the members…

Has tested its Provisions with its community before making the big leap to food. Summa patagonia From individual product ( hit ) to recurrence (communities) On the other hand, the…

As it should, as here catalunya Summa Lotteries words that are pictures In fact, there are many occasions when we make a word “the image”, as in logos -etymologically the…

We hope that the contributions of this study help brand managers to optimize their role and achieve a more favorable allocation of resources that in many cases is insufficient and…

These codes that define business typologies may change over time. They can evolve along with changes in the meanings of certain concepts at a social level. A good example is…

His attire, his attitude, his accessories and luggage revealed his intentions. That is why it could be said that when a stranger arrived in. New lands he was treated with…

The function of the product itself. I love the Peloton case for example. Peloton, for those who don’t know it, is an exercise bike connected to a screen where you…

Technology can be a very good resource to give depth to the experience. But the pack itself can contain part of the experience itself. KFC turned its buckets of fried…

The user not the product Promote the feeling of internal and external community and interact with it Imagine new solutions and think about services and content, as or more important…

Beliefs, willing to create it if they can’t find it. Entrepreneurs, influencers , seekers, discoverers… Mostly suspicious of the great massive marketing deployments and passionate about authenticity. Attracted by the…

The changes in consumption and the challenges that brands face in the post-Covid environment . Today we will talk about a trend that in the last year has accelerated. Expanded…

Will carry out in real life an additional fact: the fans can only choose the offensive plays, the defensive plays are chosen by the team’s coach. Undoubtedly, an example of…

Two great challenges for sports brands. We can agree that there are two great common challenges.  For all sports brands today. How to find new ways to generate income.  How…

Of these processes, companies have achieved: Reduce by 90% the time users spend finding content (from 10 minutes on average to 1). Reduce by 30% the time spent managing the…

Inspiration to be relevant. Thus, identity, as the core of brands, establishes the framework to promote innovation efforts, gives meaning and consistency to experiences and expresses purpose and values, which…

It is important to understand that society has changed. And to reflect this diversity in our packaging. Affering solutions that adapt to your lifestyle. Thus, in recent times we have…

On the type of product use, for example, vegetable inks, ecological glues, or papers with ecological seals: 100% recycled paper, chlorine-free, with certification seals that guarantee the responsible management of…

To the needs and desires of consumers. With that objective, we leave you our 10 best posts of the course Packaging five trends to get closer to the consumer summa…

did it weaken human health, it also weakened business wealth. Many organizations have opted for “work from home (WFH)” for their employees. This is actually a new way of working for…