Brand Authenticity

Ever since Covid-19 first struck, the resulting economic recession and latent market saturation has called for a renewal in our attitudes around trust. Consumers’ expectations now stipulate that businesses participate in tackling our various shared crises. As such, they choose to buy and invest exclusively in the brands that do their part. Brands have an…

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Sponsoring the Olympic Games

The Olympic flame is still shining in Tokyo, after the games were cancelled in 2020, owing to the COVID-19 pandemic. These games have received some criticism, not only from Japanese citizens but also from sponsors, who have invested more than 3 billion dollars in this event. Back when there were no health emergencies, the J.J.…

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New Brand Strategy Or Die

 We all remember the Victoria’s Secret lingerie shows that took place year after year: celebrities, the world's most highly-paid models, angels, and their wings. All models were dying to be selected to walk the fashion show as it catapulted their career to the next level, but something changed. During the last show, the audience ratings…

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The Age of Games

 In a world where digital experiences are getting more and more important, it will come as little surprise to know that the video game industry is also picking up speed. The public’s passion for video game competitions means that the eSports phenomenon has more followers than  ever. Just how can your brand capitalize on the…

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New Times, New Logos

 As society advances and develops new values, companies renew their mission and vision in order to respond to an increasingly connected society. In this post, we analyse past, present and future logo trends, focusing on examples from Telefónica, Pfizer and Dacia. Stay tuned, we promise it will be worth it. THE PAST Telefónica's new corporate…

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Gender Fluid

Consumers are looking for new interpretations of inclusion, yearning for opportunities to experience gender as a path of discovery and self-expression. Having said that, what is gender fluid? Neutrality eliminates references to a certain gender, but fluency is a multidimensional form of expression that avoids  being categorized as a fixed identity. Currently, brands and retailers…

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Food & Drink Personas 2023

The new profiles of food and drink consumers have changed. After having dealt with an uncertain future, each of them has a set of values and priorities which are motivated by new energy and purpose. We start with the collective visionaries. They are  activists, using the power of community and networking to generate change, whilst…

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NOLO Drinks

 COVID-19 has accelerated people's interest in maintaining good health and cutting down on alcohol, or even quitting in many cases. With this insight, companies have opted for a new market niche, NOLO drinks. They currently own 4% of the global alcoholic beverages market (WGSN, 2021), but this category is growing and diversifying, with alcohol-free takes…

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Virtual Reality Meets Branding

 The concepts of virtual reality and augmented reality always go hand in hand, but they are totally different. On  one hand we have the fact that augmented reality brings virtual elements to your world, making you feel like you have been transported somewhere else entirely. Why is it included in the marketing campaigns of many…

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Key Actions To Take Off Your Clothing Brand

The world of fashion is dominated by the United States, China and Japan. Although the pandemic has caused havoc there much as it has in Spain, with ACOTEX reporting that the industry experienced a 39.8% drop in 2020, the truth is that global growth has been projected to rise to 1.5 trillion dollars in 2021,…

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Meal Kits: A New Trend

 Meal kits are one of the trendy categories that have sprung up during the Covid-19 lockdown. Global restaurants closures and stay-at-home orders have driven consumers to seek new and convenient ways to eat at home. Since the pandemic began, the share of the US population that uses meal kits has risen from 5% to 7%,…

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Gen Z Finances

Generation Z is changing, and financial technology is working hard to get ahead of the trends. Since the 2008 crisis, consumers have been wary of banking entities and little by little, banks and infrastructures have gradually begun to close down. Today, banks are going digital and launching competitive applications that allow consumers to carry out…

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