Because of the experiences I was having in terms of new consumers and the new Technologies to reach him, and for being unable to find books or any other publication that dealt with these changes from an strategic point of view, Ive decided to writhe mi own book about it.

 

THE RECONCILIATION WITH THE CONSUMER tells our point of view in relation with the blindness of many companies when it comes to deal with new consumers, whose technological skills and marketing knowledge have grown exponentially in the las three years.

In a direct and clear way, the book makes general análisis of the new relationship between Brands and consumers in the first part, to make concrete hipótesis on five of the biggest Brands in Spain on the second.

The result: two of the five clients that weve talk about required my services  after Reading the book –Coca Cola and El Corte Inglés-, showing that it was not only a book blessed by critics, but also a very interesting new Business weapon.

 

“(…) The strait line of marketing has changed. History is not built anymore unilaterally by companies. Today’s Companies need to join forces with the history’s more powerful, restless and innovating consumer. This is the path to be able to keep giving him value through leadership.

 

To join forces with the consumer means to understand the new dialog cycle. Consumers create, think, innovate, rate and share. The role of the Brand is to build upon this consumer energy and create an offer that exceeds consumers expectations and assaults their imagination.”