In this episode, our esteemed guest is Miquel Mas, an advertising veteran with over 30 years of experience. He discusses his career transition from CEO of Tiempo BBDO Spain/ Director BD in BBDO Spain to independent brand strategist. He explores the evolution of advertising, highlighting the significant impact of digital transformation on traditional advertising models. Miquel emphasizes integrating brand and business strategies, focusing on simplicity, consumer insight, and adaptability. He discusses critical fundamentals for a strong brand, including differentiation, social relevance, and distinctiveness. The conversation also touches on the challenges brands like Nike and Jaguar face due to changes in consumer behavior and market dynamics. Miquel concludes by reflecting on the changing skill sets required for modern marketers compared to those a few decades ago.
In this Episode:
00:00 Introduction and Guest Welcome
01:44 Miquel's Career Journey
02:38 Transition to Independent Consulting
03:27 Defining a Good Brand Strategy
08:39 The Importance of Simplicity and Consumer Insight
10:46 Flexibility and Consistency in Brand Strategy
24:24 Fundamentals of a Strong Brand
34:35 Challenges and Changes in Modern Marketing
40:17 Case Studies: Nike and Jaguar
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