Alice asked the Cheshire Cat,
who was sitting in a tree,
“What road do I take?”
The cat asked,
“Where do you want to go?”
“I don’t know,” Alice answered.
“Then,” said the cat,
“it really doesn’t matter, does it?”
Christopher Smith, BrandSmith CEO and founder, 14th January 2022 A powerful hinge A logo is so much more than an illustration: it is part of the symbolic ecosystem that customers build in their minds associated with the brand and their experiences and expectations about it. Ultimately, it...
AZTI General Manager and food technology expert Rogelio PozoScience, consumption and capital Doctor in Chemistry, inventor and prolific author of scientific publications, Rogelio Pozo has been at the forefront of the AZTI Technological Centre since 2004. He is also a renowned lecturer and professor at various Spanish...
Managing Partner of MindValue and Director of la Caixa Banking Foundation Management Chair at IE Business School Javier Fernández Aguado Organizations, people and balance Javier Fernández Aguado is a renowned businessman, speaker, author and expert thinker on people and business management. He is founder and Managing Partner...
Whiplash Team, March 13th, 2020 Supportive brands or opportunistic brands The coronavirus has put the world on guard and, as the disease spreads across the planet, the economic impact on companies and brands becomes more evident. But, as always, some see opportunities within the crisis. A few weeks ago,...
