To mean the same thing over the years without falling behind in the new demands and needs of society. Or how Nike overcomes female empowerment to, beyond empowering us as…

On September 7, 2022 Although it may seem like the headline of one of those documentaries about felines. Many of you who know me will be thinking that this association…

Coordinating teams and timings, looking for the best solutions. And making decisions, and ensuring the correct implementation of all phases of the project.  Are part of the entertaining tetris of…

What we did were creative co-creation sessions. With the creative team in such a way that the new identity emerged. From  of the client team and the Summa team. The…

Formula 1 This new generation of fans demand that the sport as such be reinvented. Anyone who doesn’t understand this will be left behind. Project manager: the key to success…

Here the challenge is clear: understand these new generations so that sports entities can excite and attract them to build and retain a new generation of fans. This new generation,…

Consequently  in advertising, the media cannot modify the message, while in public relations the media can (and must) interpret the information provided by companies and institutions. In advertising, the message…

You can have quantitative market metrics, as well as qualitative ones perceptions. But, in any case both can be integrated as a dashboard in. a consolidated dashboard that will make…

Timely and effective communication, among other factors. Perceived quality (the degree of perceived satisfaction.  At three levels: of the product and/or service and or organization. As a result of their…

For this reason, it counted on us to redesign its corporate identity.  the logo and a new animation, which evolve from the distinctive signs. So characteristic of a historical brand.…

Fundamentally because the novelty effect tends to arouse. A certain interest in the new messages that the company wants to convey to us. At Summa, we have worked on numerous…

Non-existence of transferable elements Irrelevance in the new category of the transferred. The values ​​of the parent brand may be irrelevant in or for the new category. In other words,…

Resounding failures in the field of product branding. How do we define a brand extension? But what really happens in the market? Until when, where and how can a brand…

This world a better place. It is a requirement that companies must internalize. At a time when the community’s trust in governments institutions. And companies is considerably diminishing. A new…

Ensure key coverage Brand management tools In the 21st century. we cannot continue managing brands as in the 20th century. Depending on their needs, managers and the brand team can…

Leadership and culture As we have said, no company can build.  A strong brand without the commitment of its entire organization. For instance, The fundamental difference is that branding used…

It is important to have few very recognizable elements.  Brand management What is brand management? There are not few companies that confuse the management of a brand with its implementation…

All forms of communication that the company has within its reach (Owned, Paid and Earned). In recent years , branded content or branded.  Content has become one of the keys…

Or put another way, there are many ways to evaluate the contribution and performance of a brand. But depending on the objectives and type of brand in question.  We will…

Forth and changes the channel constantly. This is what we call customer journey. For the construction of this ‘journey’, we can rely on. Information obtained in interviews User feedback. Communications…