The design was chosen between the design teams and the client, forgetting to ...

nafizcristia97

I began my career in the world of design at the same time I was studying my degree and working in a studio in Valencia. At the end of my studies I already had solid basic experience and was much more prepared to start the path to where I wanted, Branding . During my career, I have had the opportunity to work in international consultancies such as Interbrand or FutureBrand , which really were my school in the creation and management of brands. Since my beginnings in Branding I had always asked myself the question: why isn't design united more with the social sciences? I felt that what was often proposed lacked rigor, and by rigor I mean that part of research with real people who validated all the ideas we had.

The design was chosen between the design teams and the client, forgetting to involve the final stakeholders, and this turned the design into an aesthetic exercise that, after months of work, was launched as valid on the market. Years later Brazil Mobile Number List new disciplines such as Design Thinking , Jobs to be done , etc. began to arrive in Spain, and new fields and jobs began to emerge that related design to research, putting the person at the center of the process. . At that moment I discovered that what I imagined in my beginnings had been taking place outside of Spain. From that moment, I began to become more interested in this type of processes until I reached the point of bringing it to Branding to open its borders and change the way we build and manage brands. What role does research play at Folks? For Folks , research plays a transversal role throughout the entire process of building and evolving a business.



Digitalization has changed the paradigm by which markets, companies and consumers were governed; The pace at which consumer expectations move often outpaces companies' ability to meet them, and those without a culture of innovation fail to evolve at the same pace. Due to hypercompetitiveness and globalization, it has never been easier for a consumer to explore and try new brands. The way of understanding loyalty between consumer and brand has changed, it is no longer about meeting their expectations, it is just about constantly changing them. The giants in the industries such as Amazon, Uber or Netflix set the expectations of what is expected in the rest of the industries. If users get used to the immediacy of clicking on Amazon, their expectations will be the same when purchasing a plane ticket on Ryanair.