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The Real Hero
Brand are stories, stories are culture.
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Brad Nevin: Stories are the ideal medium to create the future.
Brad Nevin: Stories are the ideal medium to create the future.
One of Brad’s passions outside cars is refereeing soccer games. He believes that all of life is present on the soccer field — from…
Iñaki Escudero
Mar 21
Jakob Trollbäck: Brands with curiosity built in, naturally draw people in.
Jakob Trollbäck: Brands with curiosity built in, naturally draw people in.
Jakob is highly regarded in the design industry, and he is known for his innovative spirit, strategic thinking, and dedication to creating…
Iñaki Escudero
Mar 13
Meghan Goff: Good stories evoke feelings.
Meghan Goff: Good stories evoke feelings.
At the intersection of impact and inspiration, you’ll find Onword Communications, the brainchild of Meghan Goff, who left her full-time job…
Iñaki Escudero
Mar 8
Jasmine Bina: Strategy inherently involves prediction.
Jasmine Bina: Strategy inherently involves prediction.
I remember reading an article by Jasmine and thinking: I have to ask her to be in the Real Hero blog.
Iñaki Escudero
Mar 5
How to efficiently tell your brand stories!
How to efficiently tell your brand stories!
We kicked off today the 13th cohort of Hyper Island’s Brand Strategy and Storytelling course. What started as a question and a prototype…
Iñaki Escudero
Feb 29
Clarity of Audience. Why you need it and probably don’t have it.
Clarity of Audience. Why you need it and probably don’t have it.
In 1997, when Steve Jobs returned to Apple, one of the first things he did was to speak with people who had bought an Apple computer.
Iñaki Escudero
Feb 15
The Business of Brand Strategy
The Business of Brand Strategy
I was listening to this great podcast episode on Re:Thinking with Adam Grant called Jennifer Garner realizes her full potential.
Iñaki Escudero
Jan 15
Why settle for being a company when you could be a Brand?
Why settle for being a company when you could be a Brand?
I was talking this morning with a friend of mine over coffee at one of the many coffee shops that have invaded the streets of East Austin…
Iñaki Escudero
Jan 12
From love to trust. Why brands need to change their relationship status.
From love to trust. Why brands need to change their relationship status.
In 2004 Kevin Roberts, the then-CEO of Saatchi & Saatchi, revolutionized the branding world with his book “Lovemarks: The Future Beyond…
Iñaki Escudero
Dec 12, 2023
How do you become a mentor brand?
How do you become a mentor brand?
I ran my 30th marathon in Philadelphia two weeks ago. While most runners stick to their race day plans and routines, I decided to try…
Iñaki Escudero
Dec 8, 2023
Marit Tiesema: Influencer Marketing is the art of standing out in a noisy world.
Marit Tiesema: Influencer Marketing is the art of standing out in a noisy world.
Marit was born in Holland. Everything else about Marit’s story is intentional. She works in Influencer marketing to humanize the brand, she…
Iñaki Escudero
Dec 7, 2023
Who is the real hero in your brand’s story?
Who is the real hero in your brand’s story?
Being the hero is cool. Stories are written about your adventures and history remembers your name and deeds. But more importantly, being…
Iñaki Escudero
Nov 29, 2023
Your Brand Needs a Nemesis!
Your Brand Needs a Nemesis!
If, for some reason, we make some big mistake and IBM wins, my personal feeling is that we are going to enter a computer Dark Ages for…
Iñaki Escudero
Nov 24, 2023
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