The quality of the relations between the members of an organization are important for their competitiveness and they become one of the main intangibles that will impact in the medium and long-term on a strategic and differential value to operate in the market. The quality of the work environment affects the personal and group attitude. […]
With the appearance of Yoigo the mobile phone companies saw that another world was possible. A new way of doing and saying things started. A new message for a new brand: fun, closeness and transparency. Yoigo presented us with a new brand positioning that changed the mobile landscape and somehow forced the competition to position […]
With more than 1,000 million users, WhatsApp has become the most used instant messaging tool. This application is imposed, not only on a personal level but also on the professional, often as the most important channel of communication in companies. But in the corporate context, WhatsApp has certain shortcomings. There are countless platforms on the […]
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 […]
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 […]
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 […]
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 […]
A brand takes many years to build, but it can be destroyed in a few seconds. The case of Vitaldent is a clear example of business crisis management that with the support of a team of professionals in 48 hours turned the negative effect suffered by the brand. The management of the owner of the […]
The new brand managers, the influencers. Relevant brands seek the new professional profile to generate notoriety, relevance and to connect their brand with the target audiences. Influential people who are the focus of attention of millions of followers in social networks and who have the capacity to generate currents of opinion. A new business brand […]
Corporations and institutions find themselves involved in a social and cultural environment in constant change. This new relationship paradigm has changed the most basic rules of the communication process. This change is deeper than it seems at first sight. The new environment challenges organisations to reconsider their own existence and their reason for being. In […]