The Knowledge

My professional side responds to more than 15 years of experience in Design, Branding and Marketing applied to small and medium-sized companies. I have worked for large and global companies that gave me the intelligence to support and lead entrepreneurs.

In this section you will find

  • Academic Papers
  • Classes
  • Presentations
  • Opinion Pieces

Academiae

Redefiniendo la Competencia

La competencia no es simplemente un sustantivo; es un verbo—una acción estratégica y deliberada para proporcionar un valor superior y diferenciarse de los rivales.

Differentiating Sales and Marketing

Often conflated, sales and marketing are distinct yet interdependent disciplines; one cultivates desire and context, the other, direct exchange and revenue realization.

Brand Intangibles: The invisible structure.

Beyond physical attributes, brand intangibles forge deep connections, transcending products to build enduring equity through evocative imagery, heritage, and emotion.

Defining Graphic Design Through Time

Graphic Design, a discipline born from ancient marks, persistently redefines itself, traversing technological shifts and societal demands to shape our visual reality.

Brand Philosophy: The Formula

A true brand philosophy distills core beliefs into a timeless narrative, guiding purpose, inspiring authenticity, and shaping future endeavors.

What is Business Identity?

Business Identity is the disciplined manifestation of a brand's essence, coordinating visual, communicative, and behavioral elements to forge a coherent, impactful presence.

Design’s Valuable Influence

When you get your hands dirty to do something, you're not designing; when you plan how to get your hands dirty, you are!

El Concepto de Branding

Creo mucho en la atracción y para mí, la mejor estrategia de marketing es el branding. Construye valor y tendrás adeptos, sólo vende y tendrás compradores.

The Marketing Concept

What is behind exchanging goods? Not only money but also moments and feelings. There lives the concept of Marketing.

The Branding Concept

Beyond logos and fleeting campaigns, branding sculpts corporate culture and fosters deep, intangible connections, transforming businesses into enduring entities.

Meditatio

Being Small, Looking Big

Even the smallest businesses can wield significant market impact, strategically projecting grandeur to outmaneuver larger competitors.

Victimization as a Selling Strategic Tool

Victimization, when weaponized, transmutes authentic suffering into a calculated gambit for ideological, commercial, or political conquest.

Communication Technologies for Small Businesses

For small businesses, strategic communication, blending digital efficiency with authentic local engagement, transforms limitations into resonant opportunities.

Why to Work with Creative People

True innovation demands empowering sharp, driven minds to take calculated risks and publicly championing them even when audacious leaps fall short.

Knowing Everything Can Ruin Everything

The conceit of omniscient ownership often stifles true business development, turning potential teams into redundant appendages.

Old-Fashioned Branding

True branding transcends fleeting digital trends, demanding deep research, strategic foresight, and sustained investment—a long game no AI can solely master.

What’s Innovation?

Innovation is more like a book than a smartphone.

Qué es la Innovación?

La innovación se ve más como un libro que como un smartphone...

Posicionamiento

Tiendo a pensar que el estudio del posicionamiento muchas veces queda rezagado por cuestiones culturales mas que por razones de negocios.

La Controversia

La controversia considera poner a prueba las ideologías, remover la conciencia y empujar el establishment hasta un punto de inflexión.

My Stats

Hours as Designer
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Hours as a Teacher
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Hours as a Brand Manager
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Hours as Marketing Strategist
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Hours as CMO
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Semminars/Conferences Given
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Attended Conferences
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Small Businesses Consultings
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Professional Recognitions
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