In my teens, the first pair of name-brand sport shoes I ever got were Adidas’s legendary Rome model. Since then, Adidas is a brand that has always been part of my life, perhaps because it’s the one I’ve identified with most over the course of nothing less than five decades now. And this was not due to any functional or rational advantage. Rather, the tie has always been an emotional one, and it has stood the test of time. When I worked at mass-market advertising agencies (specifically, at the...

I’ve been exploring several decentralized social networking initiatives. The experience, at first, may seem similar to traditional ones, but the key difference is that they run on peer-to-peer networks, on a blockchain using smart contracts. That is, there is no consortium, big tech company, or intermediary figure behind it to appropriate your data and base their business model on exploiting it. You are the sovereign custodian of all that information, and only you can monetize it. Of all of t...

“The heart has its reasons that reason does not understand”. Blaise PascalI have always liked the quote by this famous French mathematician and philosopher so I have used it countless times in my career to emphasize the importance of building brands with relevant and differential emotional attributes through advertising. Brand´s intangible qualities are crucial when it comes to a consumer´s purchasing decision. It is often emotional ties that prevail over rational qualities or the basic need ...

One of the first, most active groups in the early days of the Web2 were health professionals, especially doctors. Spanish MDs like Fernando Casado, Ana González Duque, Rafael Bravo, Enrique Gavilán, María José Alonso, Rafael Timermans, Vicente Baos, Salvador Casado, Julio Mayol, etc. were already present in the Spanish healthcare blogosphere, and with their Twitter accounts back in 2008, paving the way for the rest of us. Thanks to them, many of us learned to understand and were attracted to ...

Zeitgeist is a German term associated with Hegel’s philosophy of history. It might be translated as the spirit of a time, alluding to the intellectual and cultural milieu or atmosphere of a particular era. In historical and political contexts, it has often been said that in order to understand the present and imagine the future it is necessary to know the past. For several years YouTube used the term to run down the landmark events of each year coming to an end in year-in-review videos lastin...

I’ve been working for some time on understanding Blockchain, the operating system of the new digital era that is allowing us to migrate from the “internet of knowledge” to the “internet of value.” I’d like to share with you in this blog post what I’ve been learning on how this technology intersects with the Healthcare sector, closing the entry with what I consider a very original and disruptive case of its use in the Biotechnology sector. Data in the patient’s hands It turns out that, as pati...

“The heart has its reasons that reason does not understand”. Blaise PascalI have always liked the quote by this famous French mathematician and philosopher so I have used it countless times in my career to emphasize the importance of building brands with relevant and differential emotional attributes through advertising. Brand´s intangible qualities are crucial when it comes to a consumer´s purchasing decision. It is often emotional ties that prevail over rational qualities or the basic need ...

Zeitgeist is a German term associated with Hegel’s philosophy of history. It might be translated as the spirit of a time, alluding to the intellectual and cultural milieu or atmosphere of a particular era. In historical and political contexts, it has often been said that in order to understand the present and imagine the future it is necessary to know the past. For several years YouTube used the term to run down the landmark events of each year coming to an end in year-in-review videos lastin...

I’ve been working for some time on understanding Blockchain, the operating system of the new digital era that is allowing us to migrate from the “internet of knowledge” to the “internet of value.” I’d like to share with you in this blog post what I’ve been learning on how this technology intersects with the Healthcare sector, closing the entry with what I consider a very original and disruptive case of its use in the Biotechnology sector. Data in the patient’s hands It turns out that, as pati...

One of the first, most active groups in the early days of the Web2 were health professionals, especially doctors. Spanish MDs like Fernando Casado, Ana González Duque, Rafael Bravo, Enrique Gavilán, María José Alonso, Rafael Timermans, Vicente Baos, Salvador Casado, Julio Mayol, etc. were already present in the Spanish healthcare blogosphere, and with their Twitter accounts back in 2008, paving the way for the rest of us. Thanks to them, many of us learned to understand and were attracted to ...

I’ve been exploring several decentralized social networking initiatives. The experience, at first, may seem similar to traditional ones, but the key difference is that they run on peer-to-peer networks, on a blockchain using smart contracts. That is, there is no consortium, big tech company, or intermediary figure behind it to appropriate your data and base their business model on exploiting it. You are the sovereign custodian of all that information, and only you can monetize it. Of all of t...

In my teens, the first pair of name-brand sport shoes I ever got were Adidas’s legendary Rome model. Since then, Adidas is a brand that has always been part of my life, perhaps because it’s the one I’ve identified with most over the course of nothing less than five decades now. And this was not due to any functional or rational advantage. Rather, the tie has always been an emotional one, and it has stood the test of time. When I worked at mass-market advertising agencies (specifically, at the...