El poder de los clientes o el valor real de una empresa post COVID-19 (Video)

Les comparto el video El poder de los clientes o el valor real de una empresa post COVID-19 que ilustra el artículo que publiqué en Latin Business Today. Esta crisis en particular ha encontrado a los consumidores muy permeables e interesados en dialogar con las marcas. Encontrar los canales adecuados para mantener la conversación en marcha, con los clientes, no necesariamente creará ventas inmediatas. Sin embargo, mientras replanteamos el modelo de negocio, nos mantendrá activos en el espacio donde se ganan las batallas de marketing y las comunicaciones: en la mente del consumidor.

Ver nota completa

Reconvertidos y Recalculando (Video)

Les comparto el video Reconvertidos y Recalculando que ilustra el artículo que publiqué en Infobae, Diario Perfil y Latin Business Today (en inglés). Estamos viviendo un cambio de paradigma en el tablero de juego para las marcas y los negocios en el que la transformación digital se establece como la base fundamental para la supervivencia y el crecimiento futuro.

Ver nota completa

Customers not money

Today, the real worth of a business is not money, but customers.

Smart companies will use a recession to outmaneuver their competition, get new customers, gain market share, acquire the best talent, and even buy other companies at steep discounts, so keep an open mind to positive outcomes. Take your business’s distress seriously, but also take time to get out of your head. It is easy to become hyper-focused during a turnaround, causing people to lose sleep, project their own stress onto their staff, lose perspective, and miss new opportunities.

Continue reading

Reconverted and Recalculating

By Silvina Rodríguez Pícaro and Claudia Gioia

Our lives have changed so rapidly over the past few weeks as a result of COVID-19’s rise to pandemic status. That, we can almost say for sure nothing will ever be the same again. While the world shifts gear and we find ourselves isolated in our homes in an effort to prevent the spread of the virus, many businesses are organizing their own “Coronavirus Task Force’s” as they think about the unsure continuity of their firms and how they can maintain their relationships with their clients and audiences. This is no time to stand still!

Continue reading

Finding Your Perfect Brand Name

By Silvina Rodriguez Picaro


Every company needs names for their business, for their products, for their services, for their procedures, and even for their mascots (if they have them)!

Your brand name is the first step in building a strong, memorable brand, and it is worth consideration and effort. After all, a great brand name – or a group of brand names – may be your company’s most valuable assets, and definitely worth the investment.

Continue reading