The blog.
Real examples, real gaps, real conversations about how organizations communicate — and where they fall short.
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When the Script Runs Out
How brand purpose separates real values from marketing talk. Brands are proud of their values, and that’s something they show off on their agenda every chance they get — or…
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Why $1,999 Doesn’t Scare Apple Customers
A lesson on prestige pricing and integrated communications. On September 9, Apple just launched the new iPhone Duo — its first foldable phone — and the critics didn’t wait. On…
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What’s behind that tempting offer?
Have you ever heard the term ‘Trojan Horse’? We tend to use it to refer to something that is not what it appears to be. The reason? In Greek mythology,…
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The Hidden Engine Behind Integrated Communications
Have you ever wondered how an effective communication strategy can help a brand not only attract new customers but also reinforce its culture? Well, let me tell you that this…
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Is your brand short-circuiting?
Have you ever seen a company that wants to look modern? Their language, their image, their social media… but when you get in touch with them, or want to complete…
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Price Buys a Sale. Coherence Buys Loyalty.
We have all seen brands constantly competing in the low-cost market as one of the newer market trends. We see them across most industries — supermarkets, airlines, clothing stores —…
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An Example of How to Create Demand Through an Extraordinary Communication Strategy
Paranice is a Colombian brand that sells healthy spreads. What I find interesting about them is the fact that they have one of the most interesting ways to communicate with…
The Brand Gaps 