The company, with over 35 years of experience since its founding in 1990, has worked with clients such as Inditex, Seat, RTVE, Roca, CaixaBank, FC Barcelona, and the Kings League. According to the CEO, the key to success lies in the ability to differentiate a brand from its competitors and, more importantly, to discover and generate new business opportunities that the brand itself might not have anticipated.

In addition to differentiation and opportunity generation, the company emphasizes the cultural relevance of brands. It is highlighted that, although a quality product or service is fundamental, the brand experience can be so powerful that it almost surpasses the service itself, citing the example of Red Bull.

Modernizing a brand, especially in century-old companies, requires a deep understanding of its essence. Drastically changing the visual identity or tone can be counterproductive, as brands, like people, have an established personality. Evolution must be subtle and respectful of the assets that give it identity.

The CEO also addresses the perception of private label brands, which have gained considerable power in the market. This coexistence creates tension with major consumer brands, which must strive harder to justify their price and the added value they offer. The use of influencers and new communication channels is a strategy the company has adopted, even participating in the creation of the Kings League, a project intrinsically linked to the world of influence.

Finally, the idea that "less is more" in branding is reiterated, seeking synthesis and essence to capture the attention of an information-saturated public. Brands must be action-oriented and offer a clear and concise value proposition, as evidenced by the impact of the Barcelona Olympic Games on the city's brand.