Tag: marketing

Marketing is the process of identifying, anticipating, and satisfying consumer or customer needs and expectations through the creation, promotion, and distribution of products or services. It involves understanding consumer behavior and using that knowledge to develop strategies that effectively communicate the value of a product or service to the target audience.

Content marked with this tag includes concepts, suggestions, or advice to help you analyze market trends, competition, and consumer preferences. It also aims to contribute to the development of the marketing mix — the tactics used to promote and distribute products or services, including product design, pricing, advertising, sales promotions, and distribution channels.

When Narrative Decides the Fate of the “Right Product”

16/09/202517/09/2025 Andres Tellez Vallejo

It is often said that if the product is good, it will sell itself. Everyday evidence in saturated markets suggests otherwise. Even a solid solution can stall if it fails to fit the perceptions, interpretations, and stories others build around it. For entrepreneurs, small-business owners, and innovation teams, the fundamental skill is not only building or coding with excellence, but building the right product: one that solves a need unmistakably and, at the same time, plugs into a public narrative that is credible, desirable, and easy to spread.

The True Value of Your Brand Lies in the Customer’s Heart

19/08/202518/08/2025 Andres Tellez Vallejo

Lao Tzu, a philosopher of the 6th century B.C., once said that depending on rigid ideologies deprives you of meaning and incapacitates you to lead. If we bring this wisdom into today’s business environment, the advice is pure gold: don’t get tied to prefabricated schemes or what “market trends” dictate. Make your brand a living expression of what you believe in and what your customers truly value.

Beyond storytelling lies innovation you can see and measure

14/08/202513/08/2025 Andres Tellez Vallejo

Innovation, whether technological, strategic, or product, must focus on creating new value models for the customer and on designing memorable experiences across the entire commercial funnel. Today, too many opportunities fade when brands try to solve everything with storytelling and “content marketing.” Useful as tactics, but insufficient unless they’re connected to the product, the service, and business outcomes.

Selflessness as the Engine of Brand Equity

12/08/202512/08/2025 Andres Tellez Vallejo

In contemporary marketing, we often talk about “brand equity” as if it were a chest of abstract assets: awareness, associations, preference, loyalty. Yet we rarely admit that its quietest and most profitable long-term engine is selflessness. Not as a cosmetic act or a seasonal campaign, but as a strategic disposition: giving without demanding, helping before selling, easing friction without invoicing every gesture. When that impulse becomes an organizational habit, brand equity stops being a bundle of metrics and turns into a living relationship sustained by gratitude, trust, and accumulated reputation.

The Sydney Sweeney–American Eagle Case Shows Double Entendre Outweighs Brand Identity

03/08/202503/08/2025 Andres Tellez Vallejo

In today’s competitive marketing landscape, brands are constantly searching for ways to stand out in the attention economy. Striking campaigns, ambiguous messages, and carefully calibrated provocations are common tools to attract a scattered audience. However, when rhetorical play steamrolls cultural sensitivity and ethical commitment, the cost can be the brand’s very identity. This became clear with the recent controversy involving American Eagle and its ambassador Sydney Sweeney.

Postobón Changes Hands: A Chance for Modernization or a Risk of Losing Its Identity?

12/07/202512/07/2025 Andres Tellez Vallejo

The acquisition of Postobón by the Guatemalan multinational CBC (Central America Bottling Corporation), a subsidiary of the powerful Grupo Mariposa, marks a major milestone in Colombia’s recent business history. This transaction not only involves the transfer of a brand deeply rooted in the national consciousness, but also a structural shift in the country’s management model, market competition, and corporate culture.