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At what point did the market decide that experience was a hindrance and its absence a virtue?
For decades, we’ve operated under a flawed logic: associating youth with value and maturity with obsolescence. An anti-aging culture that confuses energy with impact and novelty with sound judgment. But in recent times, this perspective is beginning to crumble. We are moving toward a society that needs, more than ever, applied experience, critical thinking, trained […]
AI doesn’t replace people. But it does expose those who give up on thinking
We’ve stopped talking about machines that think and started fearing humans who stop thinking. And like any powerful tool, it amplifies both the best and worst aspects of how we use it. What AI brings when there’s sound judgment behind it: – Speed and efficiency in tasks that previously consumed time and resources. – Analytical […]
Celebrating the power of brands that create real relationships
Almost no one gets a logo tattooed, because people get tattoos of what they love. Valentine’s Day often reminds us of something essential: the importance of loving and being loved. The value of authentic connections. And in the world of brands, this matters too. A lot. Brands that leave a mark aren’t those that seek […]
Omnichannel is dead as a strategy
Today, it’s simply a right to exist in the market. Brands that understand this don’t compete solely on channels; they compete on connected, consistent, and recognizable experiences at every touchpoint. And the data confirms it. Today, companies with solid omnichannel strategies retain around 92% of their customers, compared to rates that barely exceed 40% in […]
The true value of a brand is revealed when its story is told by others
What an organization represents isn’t measured solely by its messages or intentions, but by the impression it leaves on those who interact with it. Visibility can attract attention, but it’s identity that builds trust, meaning, and social relevance. Every point of contact contributes to a collective perception that transcends a single communication. For over four […]
Is good branding expensive?
The prevailing uncertainty has forced many companies to confront the same old reflection: viewing marketing and branding as a cost to be cut. What is almost never analyzed with the same attention is the cost of ceasing to invest in the brand precisely when it is most needed. During the last major crisis, the IPA […]
This new year will change everything
2026 marks the beginning of a pivotal era where digital maturity is no longer enough and differentiation depends on more than simply incorporating technology. The true challenge for brands is developing a profound capacity for human connection: being authentic, consistent, and mindful in an environment saturated with information, options, and ever-increasing expectations. We are moving […]
The “ChatGPT Effect”
Large language models (LLMs) have transformed the search landscape. Here’s the general impact of the “ChatGPT Effect” on search. Shift from Linking to Answering. Traditional search engines focused on providing a list of links to sources. LLMs introduced generative answers, meaning users are provided with a synthesized, direct answer to their query immediately, often eliminating […]
Last post of 2025. A post for reflection, for thought
This society, on autopilot, needs to reclaim the act of “thinking” in the age of data. The phrase “I think, therefore my algorithm says I exist” is a disturbing update of Descartes’ “cogito, ergo sum,” which transferred the certainty of existence to the intimate act of thinking. Today, that certainty seems to have been externalized. […]
The best CEOs of the year
The best CEOs of the year are: Since there isn’t a single “best” CEO of 2025, as different publications highlight leaders based on various criteria (innovation, profitability, culture), this is a list of the best. The Economist: Highlighted leaders who boosted shareholder returns, including Armin Papperger (Rheinmetall), Tom Palmer (Newmont), Jacek Olczak (Philip Morris), and […]
