As the end of the year approaches, it is time to take stock of what has been achieved or done and also to predict what will succeed in the following…

For those of us who are dedicated to generating leads in B2B markets, we have been observing for some time the great confusion that exists among end customers when it…

To the list of terms that every marketer has to incorporate into their vocabulary – and into their business strategy – has been added, in recent times, inbound marketing, also…

That brands had certain values ​​and defended certain beliefs or certain positions became a prominent element in recent times because it gave firms and their products certain dimensions and made…

Trademarks have been defined as the set of elements that identify a manufacturer or supplier of a product or service (Kotler & Armstrong, 2006). Traditionally, the main function of brands…

The internet has made things go incredibly fast. Everything follows a hellish rhythm and everything has to be produced, released and consumed equally quickly. The Internet has made the immediate…

Content marketing has become an element that no brand seems to be willing to give up. Its potential is very high and it also allows to reach consumers in a…

Every year, in the final stretch to the end of it, Pantone makes an advertisement that manages to capture the attention of a very wide range of recipients. From decorating…

One of the elements that brands use to reach consumers are the great moments, the great events in which many people gather in front of the television, the internet or…

When one thinks about advertising, they usually assume that the most important thing is that what is seen in the ad is “beautiful”, but the truth is that when it…

2015 is ending and we cannot help but fall into the temptation to make predictions about the behavior that some parameters of the economy will have during 2016. In my…

When making a purchase decision, as neuroscience has shown in recent years, consumers are not left solely with the objectively provable facts, statistical data or the catchphrase that captures attention.…

This is a true story that some will already know. Maybe many. However, if a few do not know it, I think it is worth retelling. Paraphrasing a baroque author…

In the late hours of January 5, as the afternoon progresses and as others prepare to go fight for a couple of candies in the streets, some parents will use…

In Chile there is a store called Casa Ideas. A retail store with ornaments and elements for the home, but focused on design and women. In that store, women can…

Influencer marketing has recently entered the list of ways that brands reach consumers. The internet boom and the success of social networks have allowed certain user profiles, usually users who…

What is it that leads us to buy one product and not another? That is one of the big questions that brand managers ask themselves and one that everyone aspires…

Emotions are a very important part of the strategy of companies, since they have become the new language to use if you want to reach consumers. The passage of time,…

One of the things mothers are wrong about is the effect others have on behavior. Everyone has ever heard her mother ask her what she would do if Fulanito did…

If brands have learned something in recent times, and if something has become clear in recent times about how brands and consumers relate to each other, it is that non-tangible…

One of the things that brands have learned in recent months and that has become completely clear is that brands have to worry about working on their content area right…

And it is a fact! Not only has the Harvard Business Review confirmed this in its November 2015 issue through the article “The New of Science of Emotions”, other sources…

Neuromarketing has become one of the allies that brands use in different strategies to position themselves before consumers. Understanding how the consumer’s brain works has helped create more effective and…

I do not know if it is convenient to believe in the meaning of coincidences, even in their existence. But I do know that if they occur, it is better…

Everyone has a coffee shop, shop, or restaurant that they never go to, and if you stop to think about why they don’t, you’ll discover that the reasons for blocking…

Neuroscience is a science that studies the biology of the brain and its nervous and pathological systems. It is true that through certain techniques such as magnetic resonance imaging or…

Anti-marketing is not a business strategy, or at least it does not originate from the company. Anti-marketing is born in the customer as a defensive strategy for the consumer and…