My Board

At both the marketing and sales levels, we must cultivate certain skills and sensitivities that will help us achieve our goals in a much more direct way. Empathy stands out among these skills.

Empathy, according to the Royal Academy, is defined as the "mental and emotional identification of a ...

Marketing and marketers have always been obsessed with understanding the star of our game: the customer. We have wanted to understand how they play, how they move on the field, how they make decisions and, most importantly, how they score goals. To do this, the customer has been studied from ...

One in charge of selling what is being produced at that moment (that is, a department focused on production (not on the client) that is, in charge of taking what is produced to the street and selling it, taking it out of the company's warehouses. Its mission is to help sellers sell.
This other one ...

Everything communicates and marketing is communication and information at all times and in all places, due to its revolution with the Internet. The conversation has extraordinary media options to carry it out in the offline and online world, which complement or replace each other. Communication can ...

On one occasion a repairman came to my house to fix my washing machine. When he finished and explained the part he had replaced, I was immediately convinced that I hadn't done the right thing. Sure enough, a couple of days later the original problem reappeared, and a different part had to be ...

Marketing and psychology are two complementary disciplines of study that have the virtue of feeding back into each other. When companies seek ways to successfully relate to their customers, there are a series of cognitive biases that modulate the way in which the consumer values ​​the brand, as well ...

Consumers have limited time and don't want to waste it on advertising or marketing inputs. They are saturated and tend to have a more selective and critical attitude. They are less and less motivated to use QR codes, interactive terminals, even apps (according to Gartner, 99% of applications fail ...

When it comes to issues that rely on what is commonly known as “creative genius,” there is a tendency to think that the only important thing when it comes to developing them is talent, creativity, and that somewhat subjective issue known as “vision.” This is what makes certain products unique, as ...

A few weeks ago, " The Human Brand " fell into my hands, a book in which its authors, Chris Malone and Susan T. Fiske, after extensive research, come to an obvious conclusion: "People relate to brands as if they were people." So far, it's not very revealing, it's true, but the interesting part is ...

The setting in which said behaviour occurs. This context explains a good part of their personality and therefore conditions our relationship with them in the campaigns we undertake. Chatbots are already developing their artificial intelligence backroom towards identifying said context, through voice ...