When a brand stays in your memory, the conversation changes. The decision is no longer purely rational. It's familiar, it's emotional, it's almost automatic. That's why the competition isn't just for share of voice. It's for share of memory. We can be visible without being memorable...
Sometimes we talk about innovation as if it were a “department” or a “budget”. I see it more as a language: the language with which a brand tells the world “I understand you”. Because in the end, innovation is not about how new is what you...
Storytelling stopped being what a brand tells and became what a person experiences. Today, the stories that generate bonds are not explained, they are walked through. When the consumer enters the story, the emotion ceases to be a message and...
Have you seen the trend in social networks that 2026 is the new 2016? It is not in vain, the world is longing with nostalgia for all that was before, to return to what we were, to rescue the real invaluable human bond. There is a tendency to look back and...
Have you noticed that in the transitions of the year we look at what happened, what did not happen, who we were close to and who we miss. Whether it is the excitement of December or the downturn of January, everything is experienced with a different intensity, including the marks that accompany us in...
Brands don't compete for attention: they compete on emotion. It's not me saying it, it's Harvard: More than 95% of our decisions are emotional, as the mental processes that influence decision-making occur in the subconscious, according to a study...
Did you know that the human brain can make decisions up to 10 seconds before we are aware of them? So reveals a study by the Bernstein Center for Computational Neuroscience in Berlin that revealed that, when a person “decides” to buy something, the choice has already occurred in...
In the ever-evolving landscape of growth marketing, staying ahead of the competition requires innovative strategies. One such strategy that is often overlooked is leveraging events. Whether online or in-person, events offer an opportunity...
The psychology behind brand activations: connecting with consumers on a deeper level Successful brand activations capture attention and connect emotionally with consumers. Understanding the psychology behind these activations can help marketers...
Millennials and Centennials find it hard to understand that in the past, commercials could only be avoided by turning off the TV or radio because the content was live. Today, TV commercials can be fast-forwarded with DVRs, it is possible to remove...
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