Juan Carlos Ayuso MBA, journalist, advertising creative, university professor and writer. I have worked in marketing. Master in Strategy and Creative Brand Management – UPF-BSM Learn to conceptualize a brand and define its creative and communication strategy. Master in Strategy and Creative Brand Management – UPF-BSM Learn to conceptualize a brand and define its creative and communication strategy. Its main ingredient, iron, with which it should not be confused, gave rise to the so-called Iron Age, -formidable technological advance-, XII centuries BC, although much has rained since then. If we did the test of asking an ordinary mortal man to quote us some material “from the future”, we would almost invariably find some plastic, graphene and / or carbon fiber, and metals such as aluminum or titanium.

On the other hand Uganda Email List to address it to a technician or engineer, it is likely that it would mention carbon nanotubes and even materials that we have never heard of. For example, the microlattice. A metal developed by Boeing, incredibly light and strong. Holmium, used in high-power magnets or yttrium, used in seismometers, those devices capable of detecting earthquakes. Perhaps few would cite steel, as ancient. However, we must not lose sight of the pencil sharpener on your table; your cellphone; computer; clock; jewelry; lamps; furniture; stationery; Not to mention transportation by land, sea and air; households; heating and cooling systems; etc, surround us daily. In whole or in part, steel is integrated into our lives in a myriad of everyday objects. Why does steel, a key role in product policy, await?It is time to think strategically. We need a frame of reference.

At present, we can structure a frame of reference, around 6 fundamental axes: 1) ecology-environment; 2) active listening to the consumer; 3) Corporate Social Responsibility CSR; 4) internet and information and its determining role in price policy; 5) production and new technologies -and, finally- 6) design as a differentiating and facilitating factor. The impact and, therefore, the importance of each of these axes, will be determined by the sector of activity of our company. It will not be the same if we are dedicated to the construction of paper clips, for example, than if we manufacture watches. The ecology-environment axis The social pressure, present and future, around the need to produce and consume products with the least possible environmental impact, has no turning back. Together we must support and consolidate responsible marketing policies that guarantee our children a planet to live on.

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