El branding de Coca-Cola: el arte de vender felicidad

Coca-Cola es la marca más famosa del mundo. Y no en vano. La compañía de bebidas lleva muchos años realizando un esfuerzo colosal de branding para posicionar su marca en la mente de sus consumidores de la manera adecuada. Este esfuerzo se ha visto compensado y ha conseguido algo que parecía casi imposible: Coca-Cola vende… Read More El branding de Coca-Cola: el arte de vender felicidad

Izquierda Unida o cómo un buen Community Manager puede salvar la imagen de tu empresa

Sin entrar en temas políticos, de partido o en promesas y programas electorales, Izquierda Unida mola. Es decir, su imagen de marca mola. Mucho. A pesar de haber perdido un buen puñado de votos en manos de Podemos y de unos resultados electorales no demasiado halagüeños el pasado 20 de diciembre, el partido liderado por… Read More Izquierda Unida o cómo un buen Community Manager puede salvar la imagen de tu empresa

Has McDonald’s made the right decision by dismissing the partnership with Burger King?

I have been thinking about this article for a couple of weeks now. As many people will know already, Burger King offered McDonald’s an olive branch for one day in order to celebrate the International day of the Peace (21st of September). The idea was to mix the best of McDonald’s and the best of… Read More Has McDonald’s made the right decision by dismissing the partnership with Burger King?

How to identify your main stakeholders?

When we have a lot of stakeholders to care about, it is difficult to balance their demands. Therefore, it is important to identify which are the most important ones. The ones that can become the biggest danger for our brand/organisation/us. The ones that we have to pay attention first. On this post we are going to identify those using the Stakeholder Salience Model … Read More How to identify your main stakeholders?

How your reputation can be damaged even if you did nothing

The reputation of your brand can be damaged, not only by things your company does but also by coincidences you never thought about. Ask the Libeert family, a centenary chocolatier family-business that saw how the brand reputation and sales dropped dramatically in the last few years. The reason? The company was founded as Italo-Suisse but… Read More How your reputation can be damaged even if you did nothing