The history of the brand begins in 1819 with a young man who gave the whiskey its name: Johnnie Walker. It’s a difficult start for a 15-year-old teenager who has just lost his father. The grocery store that John acquires in Kilmarnock, a small town West of Scotland, allows him …

This is the second part of two articles about the elements that constitute the physical characteristics of the product: Container, Packaging, Label and Wrap, and its importance in a sales strategy. The attributes of the product are not limited to its functional characteristics or its benefits. Both container and packaging …

The product is the set of tangible and intangible attributes under a physical form that the consumer acquires to satisfy a specific need. In this first part of a series of two articles we focus on the importance of the physical attributes: Container, Package, Label and Wrap. The second aspect …

Christmas is a special time of year that is full of gifts and joy. The spirit of these festivities goes in hand with many brands to the point that many have prepared very creative strategies to reach the hearts of their consumers directly through Christmas Marketing and storytelling. An example …

Products don’t exist in empty spaces, they are bought because consumers find something in them that they value and relate to. The presentation of the packaging, the use of the logo, typography and color, are visual expressions that must be consistent with the benefits and values of the brand. According …

The image of China as a producer of consumer goods and products of poor quality has been changing in recent years. This is due to the position that the Asian giant has managed to achieve in recent years as one of the world’s leading economies. In a survey conducted at …

In the world that live in, everyday more people are subjected to a bombardment of advertising messages through mass media and social networks, which communicate little because they do not offer anything interesting. For this reason, the use of slogans or short phrases has been generalized, with which it is …

No company, however powerful, is exempt from suffering a crisis; as long as there is a risk, the odds abound. The meaning of those six letters produces chills for companies. Macy’s, Walmart, Unilever, Viceroy, Blockbuster, Pan Am and other brands have had moments of crisis, many of them have faced …

Times of crisis present themselves when there is a situation of illiquidity that affects an entire community. Therefore, an economic crisis points not only to a lack of money for satisfactory needs, but also a period of shortage in production, marketing and consumption of products and services. When there are …

The phrase Black Friday is associated with a disastrous Friday for the world’s stock markets. However, the term began to be used as a night of promotions and discounts, which were linked to the year-end shopping season. Although today it is associated as the biggest shopping day in the United …