In the United States, when you talk about coffee, you talk about Starbucks. The surprising American coffee shop chain is on the road to achieving what its main driver and strategy director, Howard Schultz, proposed one day: to become the most well-known and respected brand on the planet. Based on a... Continue reading

It is one of the reigning companies in terms of personalization… “Create your Own Jeans” is the slogan behind Levi’s strategy, and it has been met with wide acceptance, especially among young customers. The idea is that, whatever the customer’s style (from the most... Continue reading

Airline companies are the most sensitive to the need for loyalizing their customers, and they are also the companies that have invested the most in this objective. However, an American entrepreneur, completely outside the sector, just literally robbed them of the loyalty of 10,000 passengers, and... Continue reading

A few days ago, I had the chance to eat lunch with Duke University Marketing Professor Dr. Martha Rogers, who was once again visiting our country. Martha Rogers is one of the top worldwide authorities on modern Marketing, author of the revolutionary concept of “one to one”, which... Continue reading

In Spain as in all of Europe, the differences between heterosexuals and homosexuals can be very important when designing a product or service offer. This can be deduced from a study that shows that 70% of homosexuals place value on brands that stand out for promoting the integration of gays in the... Continue reading