The new generation of value

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The main capacity of intangibles is differentiation. In the consolidated markets based on a commercial offer focused on functional factors, it is necessary to work strategically on the concept of “difference”. The price, quality and distribution, which in other decades were important in the positioning of the product or service in the market, in the […]


New business brand leadership

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The brand is considered, nowadays, synonymous with experience and relationship. It is an abstract entity, an intangible asset that gives personality and credibility to the company or product and, and of course, measurable economic benefits. Given the importance of the brand in the markets, taking care and working the global brand means being aware of […]



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Endomarketing or internal marketing is a strategically planned communication process aimed at promoting and enhancing corporate culture, brand values and corporate identity. The objective of this process is for employees of the company to identify positively with the internal processes, products and services offered by the organization to customers. It is an internal marketing strategy […]


The economy of the intangibles

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Nowadays having a business success means carrying out sustainable strategies. The company must have the capacity to stay in the market and enrich itself in the long term, but it must also create value for all its stakeholders, betting on innovation, excellence and efficiency, generating trust and achieving prestige and reputation. Everything is possible, and […]