creative courage

random thoughts

“I’d rather be exhausted striving for excellence than churning out work that succeeds merely because it offends the least amount of people. The cost? The fear of financial uncertainty. But I willingly accept this cost because it allows me to follow my path and craft the type of career and lifestyle that I want and need. There are things that I will not compromise on, including my sanity, happiness, time with my family, spontaneous travel with my son and creative control in the work I choose to take on. If I fail, I will fail on my own terms, doing what I love.”

James Victore author, designer, filmmaker and firestarter


cómo hacer del 2015 un año ganador para tu negocio

random thoughts

“Aquí tienes 6 propósitos positivos de cara al 2015.

1_Invierte en tu equipo

Ya sea si tienes empleados o si trabajas con proveedores externos, tus colaboradores son esenciales para tu organización. Invertir tiempo y dinero en encontrar a la gente correcta para tu negocio es esencial, y una vez los tienes, quieres mantenerlos contentos y comprometidos con su trabajo. En 2015, encuentra formas de hacer que tu gente se sienta valorada y que quieran crecer contigo.

2_Escucha tu intuición

Casi todas las malas decisiones te dejan esa sensación pesada de “lo sabía”. ¿Estás de acuerdo con eso? Es cierto que vas a tener que asumir riesgos, pero no olvides nunca escuchar a tu intuición. No siempre es lógico, pero las sensaciones que te producen una dirección u otra pueden ser un gran indicativo del camino correcto.

3_Busca fuentes de inspiración

  • Encuentra a personas creativas en tu entorno y crea un grupo de mastermind o encuentros cada mes o trimestre para hacer brainstorming con ellos.
  • Encuentra tiempo para disfrutar de la música, el arte o la naturaleza.
  • Mira qué novedades y tendencias hay en otros mercados y sectores.
  • Lee libros de marketing, estrategia y ventas.
    Todas estas cosas te ayudarán a afinar tu mente, buscar soluciones diferentes y mantenerte con la ilusión que necesitas para cambiar las rutinas negativas de tu negocio.

4_Ten claras tus fortalezas (y aprovéchate de ellas)

Normalmente hay 2 ó 3 cosas que una empresa hace realmente bien. Son las cosas en las que se basa tu buena reputación y las que te ayudarán en el futuro.

5_Haz networking de forma regular

Una de las peores cosas que puedes hacer por estar ‘demasiado ocupado’ es aislarte de otras personas que trabajan en tu sector. El networking a veces puede parecer una pérdida de tiempo (y puede ser así si no tienes un objetivo claro y una estrategia); conocer a personas que te inspiran y hacer nuevas conexiones te ofrecerá interesantes oportunidades en el futuro.

6_Haz algo bueno por los demás

Hay empresas que basan su modelo de negocio en hacer algo bueno por los demás. No todas pueden o deben ser ONGs, y no hay contradicción entre hacer algo bueno y ganar dinero. Pero todas las empresas deberían encontrar formas de contribuir para hacer un mundo mejor, incluso para gente que no se puede permitir pagar por el producto o servicio. Sea lo que sea, piensa en formas de dar valor primero y ayudar a los demás.”

Isabel Anthony Torres (

how to introduce yourself in one simple step

improve yourself

“Networking is one of the most challenging skills you may have to learn in the world of business. It can be an awkward experience, having the attention of a group of strangers focused on you, and trying to make a good first impression.

It’s an important moment. The person opposite you might be someone who could make or break your career. If you make a good impression, he or she might be able to refer your next big client, or have the influence to help you land that next big contract.

On the other hand, if you act like a doofus, you might alienate someone who might have been an otherwise important connection and relationship.

Instead of leading with what you do, lead with who you help. As in: ‘Hi, my name is Bernard, and I help companies identify and make the best use of their key performance indicators and big data’.

Done! You know who I am, what I do and, more importantly, whether or not I can help you or someone you know.”

Bernard Marr best-selling author

the 3 secret weapons of every successful entrepreneur

improve yourself

“People often ask me how I became a successful entrepreneur? Those same people often want to know what personality traits are inherent in entrepreneurs who are successful. Okay folks I will let you in on a little secret; ENTREPRENEURS ARE CREATED NOT BORN!

I began my journey in the internet marketing business with a very limited knowledge of the internet. In fact, I had never used the internet for anything more than sending an occasional email. I did encounter frustrating obstacles and at times giving up seemed plausible. Within those fleeting moments, I realized that there are three attributes that will sustain an entrepreneur as they struggle to reach their goals. I have learned to develop and perfect these qualities because with them I become invincible. These are the key ingredients to your recipe for success!


Ever heard of a self fulfilling prophecy? You have to believe in yourself! If you truly believe that you can achieve your dreams then you will. If you surround yourself with positive things then you are creating the environment for success.


When things get difficult you can either give up or make a conscious decision to keep trying. It is the nothing ventured, nothing gained mentality that drives success! You have to constantly re-evaluate your goals and modify your plan of attack to fit them accordingly. Determination is a defining factor in EVERY entrepreneur!


No matter how optimistic or persistent you are some people will not be open to your vision. Rejection is a natural part of life. That should not impede the pursuit of your dream. I look at rejection as a learning process. What valuable information can I take away from this situation that will help me in the future?

The only person who can absolutely defeat you is yourself! All the others are only temporary set backs. So what are you waiting for? It is your turn to seize your dreams!”

Rebekah Prather

the true entrepreneur – 3 tips for your success

improve yourself

“Most of you would agree that an entrepreneur is one who is a risk taker, a visionary, thinks outside the box, is passionate and determined, driven and courageous, strong work ethics, highly motivated and creative, a learner and a maverick. These are just the basic characteristics of an entrepreneur.

However, to be a true entrepreneur you must also be a charismatic leader with integrity, who knows how to listen and make decisions, is disciplined and a passionate servant, humble, driven, loyal, a good listener and influential. To be successful, you must be the combination of the two. In addition, you need to develop a procedure of leading that becomes the foundation of your business’ growth and prosperity.

Now, let’s look at why a lot of businesses fail and what you need to do in order to become successful. Here are the 3 tips for your success:

1_Change your mindset!

Most people fail because their mindset remains focused on steady paychecks, job security, benefits, promotions and time off. They get discouraged and give up. Being self-employed means changing your focus from an employee’s mindset, to focusing on being your own boss and doing things your way. Starting a business takes serious focus, day-in and day-out, all hours of the day. Don’t burn yourself out by doing all the work yourself. To be successful, look for others who are the best to do the work for you. Strive to use other people’s time and other people’s talents (OPT). The true entrepreneur will find the best employees or the best specialists to run their business.

2_Be a leader!

Get out of the mindset of having employees and start thinking about building a team. Employees compete with one another and have a win/lose mentality. Build a team that works together, helping one another for a common goal. Teamwork is not just something you teach. It is a lifestyle you live every day. It starts with you. A true leader will take responsibility for the success, as well as, the failure of the team. Learn how to communicate effectively with your people and develop great people skills if you really want be successful.

3_Adjust your focus!

Life has a way of bringing distractions in front of us. Distractions can prevent us from seeing what’s on the other side. If you want your business to be a success, you must look beyond the distractions in life and focus on the joy of gaining possession of your dreams. Allow your focus to bring out the best in you. Robert Kiyosaki has a great definition for focus. In his book entitled Midas Touch, he defines the word FOCUS as Follow One Course Until Successful. You need the strength of character and the ability to stay on course until successful.

When you apply these 3 tips in your life, you position yourself for success. You don’t have to be another statistic. You now have the power to be a success for everyone to read about and follow your example. Develop the qualities of being a true entrepreneur and live the life you were destined to live.”

 Matthew Habbis

the two types of brands

random thoughts

“I’ve noticed a distinct pattern in businesses, essentially creating two distinct ‘groups’ of brands, entrepreneurs and business leaders.

Looking over brands and the people who got us as branding professionals excited to work on their brands and projects, I found one common characteristic: those who excited me were looking to the future. More to the point, they were creating the present starting with the future. Like a gold medal Olympic runner, they are motivated by the end goal, the finish line, the win for their country. In short, by that factor that doesn’t yet exist. This group of business leaders is one category of business people and businesses — a very exciting type of entrepreneur to work with since they look at things which don’t yet exist and work to bridge the gap between what isn’t yet. Oftentimes, these are seen as the visionaries, the ‘geniuses’, the ones who ignore (or redefine, or reinvent) the box everyone else is trying to think outside of.

The other category of brand and entrepreneur is the one who creates the future starting with the present. This approach uses today’s resources and looks to move those into the future. This tends to be a bit more conservative even though it can achieve incredible success.

The difference is this: referring back to the Olympic runner mentioned above, you would find a distinct difference between the runner that’s focused on right now, their current stride, how much they’re breathing, etc. and the one focused on the future. The difference is ‘the launch pad’ or ‘foundation’ of each. It’s almost a question of are they looking forward from now or looking back (reporting to us their findings) from the future?

The most commonly known example of these two types of entrepreneurs is the difference between Microsoft and Apple (under Steve Jobs). Microsoft used the present to create their future in business whereas Steve Jobs endlessly looked to what could be and started with the future dreams and aspirations and brought them into being. This mentality and orientation defined each company, its DNA and the overall culture each company was known for.

There’s a cousin of this second group (that creates the future starting with the present): it’s those who create the present starting with the past. But I am not speaking about those who are revivalists or curators of incredible vintage artifacts; I am referring here to those who refuse to change with the times or recognize new ways to attack a problem, and insist that the old notion or approach is somehow sacred and must remain inviolate, even when faced with insurmountable evidence that it is no longer effective.

The dividing line is, where does a project, brand, dream or vision start?
_If it starts in the past, it is most likely to become extinct as times change.
_If it starts in the present, the options remain more limited since one is using today’s available resources.
_If it starts in the future, it’s a wide open playing field and you’re likely ‘one of the crazy ones’ who might just change the world.”

David Brier branding expert

el regreso de la política industrial


En España en los últimos 20 años, dice Velasco, la industria no ha sido una prioridad de los gobiernos, pero ante la situación actual el Estado ha puesto en marcha planes —limitados por las fuertes restricciones presupuestarias— para aumentar la presencia de la industria nacional en los mercados emergentes y simplificar el marco regulatorio. Porque es seguro que el modelo español basado en servicios y mano de obra barata está agotado y ha dejado al descubierto muchos problemas estructurales: baja competitividad, baja inversión en educación e investigación, concentración productiva en sectores de poco valor añadido, escaso tamaño medio de las empresas, alto coste de la electricidad, falta de financiación de la pymes e incluso la necesidad de un nuevo contrato social que sustituya al de la Transición y que se erija sobre la base de una política industrial estratégica. Porque, aunque sea difícil escudriñar el futuro, sólo la industria nos salvarà.

Salvad la industria española, de Roberto Velasco
Catarata, Madrid, 2014
320 pàgines, 24 €

¿Catalunya industrial?

news & events

“En 1994, la industria ocupaba el 29% de la población ocupada en Catalunya. En el 2013 ese porcentaje se redujo al 18,3%. La magnitud del descenso ha sido prácticamente idéntica (del 29% al 18,6%) en términos de peso sobre el PIB. Los datos se recogen en un estudio encargado por la Fundació per la Indústria (antes Fundació Gremi de Fabricants) elaborado por el economista Josep Oliver.”

Fragment de l’article de Ramon Aymerich publicat a La Vanguardia

4 de cada 10 empresas dejan de exportar al cabo de 1 año

news & events

La cifra es aún mayor cuando han transcurrido 3 o 4 años. Entonces 6 de cada 10 han abandonado ya su aventura exportadora. Estos datos, que dió a conocer ayer durante la IV Jornada Empresa i Coneixement el profesor de Esade y vicepresidente ejecutivo de Tecnio, Xavier Torra, reflejan un “elevado índice de fracaso”. Para minimizar ese riesgo, Torra recomienda estudiar muy bien qué país puede ser más interesante para cada empresa y analizar a fondo “las realidades subterráneas de los mercado que no aparecen en ningún informe”.

Notícia publicada per La Vanguardia (6 desembre 2014) 

managing your business on a daily basis

random thoughts

“What is the difference between a great business owner and someone that could only be classed as being average? Some people would suggest that the former would offer inspiration to staff members, while the latter might be a rather less impressive figure.

I would certainly agree that one of the key ingredients to being a successful business owner is that ability to communication, to inspire and to interact with people on an individual basis. This is certainly true when considering employees, but you’ll find that such skills are also useful when dealing with suppliers and clients.

But this isn’t the only element that’s important to consider if you want to be really successful. Being able to communicate will certainly be useful, but my own experience suggests that many of the best people in any industry are also incredibly organised. Some of them obviously find that this comes naturally to them.

It should also be said that it’s clear that others have to work hard in order to stay on track. Many end up employing someone to specifically help with this area of the role. If you’re operating a small business, then you may not feel that you’re in a suitable financial position to take on a new employee to assist in this area. In this case, it’s really up to you to improve the situation.

Think about your average working day and what it might typically involve. Do you find that you spend a lot of your time jumping from one task to the next? You may actually struggle to concentrate on a single area of work. Although it can be good to multi-task, it’s important that every step that you take should be about helping your business to grow.

The reality, however, may be somewhat different. It’s so easy to get drawn in to dealing with a continuous stream of emergencies. In some senses, this could be said to be typical of the way in which many small businesses operate. There’s no plan or direction in place. If that’s how you’re approaching each day, then it’s fair to assume that your employees may also have a similar lack of direction. This is unlikely to be producing positive results.

So how can you deal with this situation? At the present time, you may feel that this is the only way for you to approach things, although the reality is that there are likely to be a number of approaches available to you. Firstly, it’s important to remember that you’re unlikely to be the only person who can get things done.

It’s often said that the ability to delegate is critical to any business owner and I certainly believe this to be true. If you are trying to deal with areas where you have a lack of knowledge, then think about outsourcing some tasks. You don’t need to fight this battle on your own.”

Jonas Swain (

The Creative’s Guide to Building a Business with Impact


Make Your Mark: The Creative’s Guide to Building a Business with Impact, the brand-new 99U book, is now on sale.

Whether you’re about to launch a new company or are considering how to retool an existing business, it will offer you fresh thinking, practical advice and the moxie to get out there and make an impact.

Inside you’ll find best practices for launching a purpose-driven business, refining your product, delighting you customers, inspiring your team and —ultimately— making something that matters.

order now Make Your Mark: The Creative’s Guide to Building a Business with Impact

how I became a morning person – 6 ways to hack your mornings

improve yourself

“Here’s some of the things I’ve changed in my life to become a morning person.

1_A good morning starts the night before.

Get all the things you need ready the night before. It’s a double time saving as some morning-tasks take longer as your brain is still waking up. I get my laptop and gym-bag by the front-door ready to go and get my clothes in a pile ready to put on.

Mentally prepare for the next day by scanning your calendar. Knowing what’s on and where you need to be, removes any lingering questions from your head.

Clear your mind for sleep. Phil Jones, MD of Brother UK and president of Forever Manchester, told me he has an iPad by his bed to note down anything on his mind so he can wipe it from his conscious and have a good night’s sleep. He can then pick up his thoughts again in the morning.

Work out what helps you sleep. Getting to sleep is a challenge for almost all and so much has been written on how to get a great night’s sleep; what worked for me was simply reading, and occasionally herbal sleeping pills.

2_Improve the transition from fast asleep to wide awake.

Use a Fitbit as an alarm. It’s a wrist-based fitness tracker that’s comfortable enough to be worn in bed, and it includes a silent vibrating alarm. It’s a far more gentle way to wake up, with the added benefit of waking just you up, and not your partner.

Don’t hit the snooze button. A study in 1999 that involved Harvard Medical School found that the going back in to sleep mode disrupted your ability to concentrate.

Get a Wake Up light. These devices simulate sunrise, filling a bedroom with a glow around thirty minutes before wake-up.

3_Wake up earlier and make it count.

Reclaim the morning and get up earlier. There’s no feeling like being in the office at 7am and having a full 2 hours before everyone else comes online. Don’t aim too early at first; stagger yourself back slowly in twenty minute increments.

Don’t waste those extra hours in the office. Set yourself micro-goals that will impact on your day, with a 9am deadline. I want to wrap up my replies to urgent emails, set out my to-do list for the day and I like to include a social element. Catching up with a member of the team before 9am is a rewarding way to start the day.

4_Reward yourself every morning.

Do something you wouldn’t normally do each day, something that makes you happy.It’s a great to hack your morning to increase productivity, but if you can build in something that also makes you happy then you have a double win. It doesn’t have to be complicated; a donut at your desk, a smoothie and a newspaper in a quiet part of the office or something that has bacon in it.

5_Exercise to gain energy in the morning, not lose it.

Do it. Do it. Exercise first thing. Exercise in the morning gives energy, rather than taking it. I always hit the gym first thing: it gets my body and mind fully awake to hit the rest of the day.

Get someone else to motivate you. I love training alone, but I never put in as much work at the gym as when I’m with someone else.

Exercise gets you out the house earlier. There’s no need for a shower if I’m going to be caked in sweat in twenty minutes, so the only thing standing between me and leaving my house is putting on my gym kit.

6_Save coffee till later. Go water. Go juice. Go vitamins.

Ease the body in with something that isn’t coffee. Sleep is hard work for the brain, it needs to make sense of all the craziness of your day. When you wake up, don’t provoke it with coffee, but feed it with the hydration and nutrients it needs to get up and running.

There are other coffees. Early morning nutrition is vital.

Go Berocca. Just launched in the US, Berocca fills you with vitamins and gets you hydrated with water.

Have an awesome morning tomorrow!”.

Al Mackin co-founder & CEO of Formisimo and founder & chairman of theEword

16 tips for getting 90 percent of your work done before lunch

work smarter

“You can get 90 percent or more of your work done in the morning. How? I’m going to give you 16 amazing productivity tips, but first let me set the stage:

  • First, I’m defining work as stuff that you do (important stuff). Ideally, meetings can be shoved out of the picture.
  • Second, this approach is built on the Pareto principle. The Pareto principle states that 80 percent of your results come from 20 percen of your efforts. Getting your work done in the morning means that you can take a leaner approach to the important tasks —a smart approach.

1_Schedule your day the night before
Every day, you should list all your tasks and when you’re going to do them the following day. You will not be productive unless you plan out everything you’re going to do the next morning (but don’t schedule too much: keep your to-do schedule light to actually accomplish real work).

2_Clean your office the night before
Clutter in your office creates distractions. A sticky note on your desk that says ‘Call Bob ASAP!’ can throw off your whole day. Showing up to work in a spic-and-span environment helps you to think clearer and work harder.

3_Wake up at an ungodly hour
To really get stuff done, you’ve got to get up in time to make it happen. I recommend anytime from 5:30 to 6:30 a.m. If your morning routine takes a little longer, bump your wake-up time back a little more. Obviously, you’ll need to adjust your bedtime accordingly.

Scientific evidence shows that morning exercise can make us think better, work better and become more productive. Harvard’s John Ratey is the author of Spark: The Revolutionary New Science of Exercise and the Brain. He writes that exercise is essential for reaching ‘high-performance levels in intellectually demanding jobs’.

5_Stick to your schedule
Don’t let yourself veer off the course that you’ve mapped out. You have a limited amount of time. Don’t ruin the schedule. Take your schedule, allow it guide you, and you’ll be able to accomplish more.

6_Give yourself 20 minutes to reach flow
Flow is when you’re in the zone. This happens when you are completely absorbed in your activity, singlemindedly accomplishing things at a high level and rapid pace. It takes some time to reach flow, so if you don’t feel productive or engaged in your work, just give it some time.

7_Make 60-second decisions
Decision making is a time-draining vortex. When you’re faced with a decision in the course of your work, give yourself a one-minute limit. Your decision will be just as good, but it will take less time.

8_Wear headphones
Headphones can shut out distractions and keep you focused. Harvard Business Review advises workers to put on their headphones to be more productive.

9_Do the toughest tasks first
Mark Twain wrote: ‘If you eat a frog first thing in the morning that will probably be the worst thing you do all day’. Brian Tracy turned this statement into an entire principal (and even wrote a book on it: Eat that frog!). If you get your biggest and ugliest task done first, the rest of the day will be massively productive.

10_Do your writing early on
Writing is one of the most mentally demanding tasks. However, writing also has the power of focusing your brain and improving your productivity. Do you writing early in the day, and you’ll improve both the quality of your writing and the rest of your day.

11_Don’t commute
If you typically have a lengthy work commute, do everything you can to avoid it. It’s not just wasted time that you want to guard against. It’s the mental havoc. A commute is one of the most stressful parts of the day. Starting your workday with that level of stress can completely ruin your productivity.

12. Don’t hold meetings (even over the phone)
If you’ve been in business for very long, you know that most meetings are a waste of time. Avoid meetings if at all possible.

13_Don’t check your email first thing
The electronic communication pipeline can be as destructive as meetings. Sure, you need to deal with email. It’s important, but don’t let it swallow your day by starting out with it.

14_Stick to a routine
If you do something repeatedly, you’ll be able to do it better and faster each time. Once you find a routine, stick with it. Your routine is the ramp to your productivity.

15_Make yourself comfortable
Do whatever you need to do to position yourself for success. If that means showering, shaving, eating breakfast, journaling, meditating, feeding the dog or opening the blinds, then do it. When you accomplish these preparatory tasks, you are creating an environment that will make you more productive.

16. Reward yourself at a certain time
Set the clock (a countdown timer if you have to). At a certain point, you’re going to stop. So, stop. Break out the kazoos, throw some confetti, and do your happy dance. It’s time to reward yourself.

Getting 90 percent of your work done in the morning just means that you might get more than 100 percent of your work done every day.”

Neil Patel co-founder of Crazy Egg, Hello Bar and KISSmetrics

Cómo hacer un plan de empresa


Una guía en ocho pasos para elaborar un plan de empresa, un proyecto integrador, global, coherente hacia dentro y también con las posibilidades del mercado. Un modelo que debe permitir tomar las acciones pertinentes para llegar al escenario deseado y que implica ocho etapas. Para empezar, redefinir la actividad de la empresa, rediseñar su misión; conocer qué nos permite hacer la situación actual y futura; realizar un análisis interno para saber las capacidades de la organización; sintetizar los análisis externos e internos; fijar las líneas estratégicas y los objetivos; elaborar los planes de las áreas funcionales —marketing, operaciones, …—; establecer un calendario de implantación; y examinar la viabilidad de la empresa renovada.

Cómo hacer un plan de empresa, de José Manuel Martí y Thierry Casillas
Profit editorial, Barcelona, 2014
238 pàgines, 16,85 €

la mafia: 8 lecciones de branding

random thoughts

“La Camorra, Los Yakuza, La Cosa Nostra o La Triada son auténticos casos de estudio que hoy se estudian en escuelas de negocios por la sofisticación de sus organizaciones, funcionamientos, códigos y modelos empresariales. Estas son algunas lecciones mafiosas de branding:

1_Un territorio
La Mafia, como las empresas, escogían un territorio base de actuación que iban ampliando en función de su crecimiento. Ya fuera matando a las familias rivales, llegando a acuerdos o desplazándolos por fuerza. Pero eran capaces de escoger el territorio y modular su oferta de ‘servicios’ en función de las necesidades del mismo. Si estaban en Las Vegas, se dedicaban al juego; si era Detroit, tenían negocios con la Automoción; si era zona portuaria, con las Importaciones…
Lo mismo que debería hacer una Marca: escoger su territorio de construcción y ser coherente con lo que ofrece y proyecta.

2_La comunidad
Algo que la Mafia entendió en su nacimiento, y esto es muy anterior a la generación 2.0, es que las Marcas deben estar comprometidas y ser aceptadas por la comunidad. La Mafia, al margen de sus negocios, tenía fuertes compromisos sociales con las comunidades en las que operaba, las apoyaba y simpatizaba con ellas. Llevarse bien con el vecino evitaba chivatazos.

3_No hacer promesas
Esto es algo que va más allá del sentido común, y tiene que ver con el código de honor y la palabra de un hombre. No se hacen promesas que no puedas cumplir, ni se amenaza si no lo vas a hacer. Forma parte del respeto por los demás y la construcción de confianza hacia la organización.

4_La familia
Si había algo más importante que el individuo, era la Familia. Un sentimiento de pertenencia, orgullo y lealtad que impregnaba en todos los estamentos de la organización y funcionaba como elemento aglutinador y dinamizador.
Esta capacidad de construir engagement, cultura de marca y ser embajadores de su propia Marca, es algo admirable.

5_Un código
En la Mafia, en la original, no todo vale. Ni el fin justifica los medios. En esa ambigüedad del saber estar y el terrorismo más absoluto, existían unos códigos de conducta que todo miembro de la organización debía respetar.
Cualquier Marca debería construir su manifiesto de Marca que estableciera los códigos de conducta y comportamiento en cada uno de sus puntos de contacto.

6_Ser fiel a lo que eres
La Mafia podía adaptarse a las situaciones, cambios, entornos y dificultades, pero siempre serían fieles a lo que eran, su pasado y su código. Capaces de reinventarse, moverse de territorio, renovar su estructura o cambiar el negocio, pero sin perder su esencia vital.
Las Marcas deben intentar, en la medida de lo posible, enfrentarse al cambio y la transformación sin renunciar a su pasado, sin destruir lo construido, sino mejorando lo realizado.

7_Siempre escuchando 
Una de las mejores capacidades de la Mafia era la permeabilidad que tenía en todos los estamentos de la sociedad. Sabía lo que pasaba en una lavandería o en el ayuntamiento, y esto le proporcionaba ventajas competitivas. La capacidad de escuchar lo que sucedía les daba el poder del control y la anticipación.
Las Marcas que no son capaces de escuchar su entorno, o lo que realmente necesitan sus audiencias, no son marcas sordas, sino ciegas.

8_No renunciar al cambio
Por muy tradicional que pudiera ser el liderazgo de la organización, siempre estaban abiertos al cambio y la evolución. A adaptarse constantemente tanto en sus formas, como en sus actividades para aprovechar la oportunidad y seguir creciendo. Si había que fabricar salchichas, eran salchichas, si había que comerciar con vino, era vino, y si había que exportar armas, eran armas; lo que fuera para adaptarse al entorno y cubrir las necesidades de sus audiencias.
Esto es lo que algunas Marcas deberían aprender: proyectar una gestión de marca cíclica.

A veces escuchamos o leemos a autores modernos sobre la creación y gestión de Marcas y nos olvidamos que en branding casi no hemos inventado nada nuevo, sólo hemos adaptado aquello que históricamente ha servido para conectar personas, construir significados o gestionar actividades competitivas.”

Ivan Díaz senior brand consultant, fundador de Branzai