Experts

Elizabeth Rojas critizises the conservative strategies of many brands and exhorts them to build a more emotional connection with consumers. Elizabeth RojasElizabeth Rojas Passionate about mental health, a feminist by vocation, a firm believer in the power of new technologies and an active citizen.   2015: A Grey Year for Guatemalan BrandsWe’ve just finished a year that has been characterized …

Luis Fernando Alejos talks about brands at Christmas and whether they can be sales or a bond with the consumer. Luis Fernando Alejos – Web Presence Manager at The PurposeLuis Fernando Alejos – Web Presence Manager at The Purpose Guatemalan writer, artist, and communicator with a diverse professional trajectory that includes journalism, interactive marketing, editing, and editorial production. Responsible for …

Luis Fernando Alejos talks about brands close to their consumers at year end. Luis Fernando Alejos – Web Presence Manager at The PurposeLuis Fernando Alejos – Web Presence Manager at The Purpose Guatemalan writer, artist, and communicator with a diverse professional trajectory that includes journalism, interactive marketing, editing, and editorial production. Responsible for more than 700 articles on entertainment, health, …

Patricia Letona talks about brands for the good of the brand or for the common good. Patricia Letona – Communication initiatives advisorPatricia Letona – Communication initiatives advisor Social communicator with more than 15 years of experience. She has worked in many fields related to social communication, politics, public relations, content generation, public administration and electronic government. She had been invited …

Lesly Véliz talks about brands at year-end and large purchases. Lesly Véliz – ConsultantLesly Véliz – Consultant CACIF’s communications director and Public Relations and Corporate Identity consultant. She worked in journalism for 15 years, was Siglo.21’s Editor in Chief and also led the newspaper’s investigative unit. She studied a Masters in Strategic Communication at Universidad Rafael Landívar and a certification …

Javier Payeras talks about when brands believe themselves to be above right and wrong. Javier Payeras – Narrator, poet and writerJavier Payeras – Narrator, poet and writer Has published Slogan para una bala expansiva (Poemas, 2015), Fondo para Disco de John Zorn (Diarios 2013),  Imágenes para un View-Master(narrative anthology 2013), Déjate Caer  (poetry, 2012), Limbo (novel 2011),La Resignación y la …

Alejandra Morales talks about when brands are wolves in sheep’s clothing. Alejandra MoralesAlejandra Morales Project official at Compañía Desarrolladora Ferroviaria, S.A. Professional with experience in tourism, ecotourism, the environment, environmental management, cleaner production, sustainable development, conservation, corporate social responsibility, among other topics. Brands: wolves in sheep skins (a social point of view)A lot has been written about how Google and social networks like …

Denise Phé-Funchal talks about the change in perspective of our favorite brands as we grow up and understand more about their practices. Denise Phé-Funchal – WriterDenise Phé-Funchal – Writer Writer, sociologist, and professor. She has published the novel Las Flores (F&G Editores, 2007), the collection of poems Manual del Mundo Paraíso (Catafixia Editores, 2010), a book of short stories Buenas …

Alejandro Marré believes that, within the brand-consumer relationship, there should be a much more critical  process from the consumer standpoint, and a more transparent and informative one from the brands' side". Alejandro Marré – Poet, visual artist, and publicistAlejandro Marré – Poet, visual artist, and publicist Creative Director of www.workandfeeling.com  Poetry: alejomarre.blogspot.com  Work: artemarre.blogspot.com The Brands that Lie to UsEverything is a lie …

Alejandro Marré draws conclusions from brand authenticity and customer loyalty. Alejandro Marré – Poet, visual artist, and publicistAlejandro Marré – Poet, visual artist, and publicist Creative Director of www.workandfeeling.com  Poetry: alejomarre.blogspot.com  Work: artemarre.blogspot.com To be or not to be a cult brandThere is a long and arduous history of the world’s advertising agencies to fight, in order to build, position and promote brands. …