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In these articles, you can find a lot of information on marketing, strategy, audiences, consumers, and positioning.

To begin with, we will start with the role of consumers in building brands.

The role of consumers in building brands is increasingly important. The new business models and the focus of marketing and advertising on the consumer present a refreshing panorama for branding in the 21st century. In this blog, we will try to explain it and understand its evolution.

On the other hand, we will talk about the old marketing paradigms.

Organizations, like people, are complex entities structured and determined by the environment in which they develop. Most of them today follow the guidelines of traditional marketing. These guidelines are the old marketing paradigms. That notion seeks to generate demand by offering more of the same at a more competitive price. The result leads to the stagnation of brands, the lack of innovation, and, fundamentally, not listening to the customer as the main link in the chain of brand equity.

We will also touch on positioning issues and how to connect with the public.

In that sense, there is so much literature to address the topic of brand positioning that one would need help knowing where to start. We should go deeper into this concept and beyond the colloquial definition found in most marketing and advertising books. In that case, we must consider what we saw in previous blogs—in this way, positioning as such takes on a new dimension.

These are some of the topics you will see in the marketing category of our blog.