It is not always the case that a prestigious brand active in the market coincides at the same time with a physical person and its vital course in time by means of an excellent product offer and retail model; on the contrary, today numerous brands have become marketing constructions developed as time went by or adapted to a specific time....

When we participated in the redefinition of the strategy of the well-known toy retailer Imaginarium, the first thing we did was define an opportunity ‘umbrella’ that would broaden the company’s field of action. With this purpose and after carrying out several processes of analysis of the existing knowledge of its structures (Knowledge Stock), contrasting them with their strategic plan and...

There have always been cases of products that exceed the dimension they were created for and are transported to a category of icons beyond their function, simply as a result of being objects. They are products which have become part of our lives’ imaginary and they constitute an active component of our culture. The fact that most of these products...

In the 70’s and 80’s Europe was undergoing a period of strong industrial development and expansion, and the Spanish way of life was not too well perceived by our European neighbors. Today, on the other hand, with a well-developed industrial sector and a focus on services, Spain is admired and envied. Industrial products such as ceramics (Porcelanosa), democratic luxury (Puig,...

I have once heard the following comment: We live in a society in which if you are 2.10 m tall, you have good chances of becoming a social misfit; except if you play basketball! in which case you would stand a good chance of becoming a society star. The value is also a matter of channel; products which have little...