Mar 19/11/2024
(By Alejandro Hourcade) Over the last two or three generations, we’ve witnessed a drastic shift in the conception, reach, and, above all, execution of marketing, branding, and brand culture. Since 2016, the rise of the digital landscape has led to, perhaps overly so, all guidelines regarding what is deemed appropriate being filtered through the lenses of social media, search engines, and digital logistics. However, the reality is that humans, markets, businesses, perceptions, and relationships are, at their core, far more complex, emotional, and expansive than a mere online vision. Today, we are seeing a resurgence of the transcendent, the harmonious, and the authentic, along with a continuous quest for differentiation, value, and deeply "phydigital" experiences. In this context, a brand's culture becomes the heart driving all its actions, synchronously intertwining product creation and communication with its audience. It’s essential to recognize that, more than ever, brand culture not only defines what we do; it shapes how we relate to consumers and how they perceive our value proposition.
(By Maqueda and Maurizio) The arrival of the Las Vegas Grand Prix™ to the Formula 1 calendar in 2023 marked an unprecedented milestone, where the thrill of competition merged with the vibrant atmosphere of this iconic city. This event not only featured intense battles on the track along the famous Strip but also became a spectacle that captured the essence of Las Vegas: limitless entertainment.