There's something that interests me more and more as I observe brands that manage to stay in our memory: they don't just generate interaction. They generate repetition with meaning. And that's where an important difference emerges. A campaign can grab attention for a moment. A ritual can become...
There's a question I like to ask when a brand talks about experience: does what you promise on the outside also feel that way on the inside? Because many companies continue to focus on the visible: the campaign, the event, the point of sale, the technology. All of that adds up. But the experience...
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 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...
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