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It is quite likely that the dream of many brands is to cross the border and become material that goes a step further, that is, to become brands that consumers feel more than just appreciation. Not a few brands would want to become cult brands, those with a large fan base and, above all, see how those consumers themselves are advocates, propagators and supports for the brand. The followers of one of these brands are loyal to it and, besides, they are enthusiasts who not only always buy their products but also function as a kind of evangelists of the same. Just think about the Apple case. The company is, for a percentage of consumers, one of those brands of worship, which makes them maintain a very special relationship with it. These consumers are queues in their stores, those who buy their products every time they make a modification (no matter how minimal that non-Apple fans think) and who defend it against any attack. The path to becoming a cult brand is not easy nor is i...

Many are the changes that the internet has brought to the market and they have changed how businesses have to operate and work. The network has made the communication change, the way to access to the information or the marketing strategy that companies are using. And, of course, the network has also completely changed consumption. Broadly speaking, internet propitiated a modification between what triumphs and what does not. Before its existence, the success or failure of something was closely linked to the fact that it could reach large masses of consumers and seduce them. A product could not be considered a success if it did not sell massive quantities and if it did not reach many consumers. One of the best examples to understand how this idea works is in books. Before the internet, only genres with massive audiences were easy to find. Now anyone can read almost anything thanks to the distribution in electronic format and even thanks to distribution via paper, since the mode...

Since the beginning of time, human beings have had to deal with their environment. Animals and nature have been our inseparable companions, and as a consequence, our internal programming is prepared to interact, protect and take advantage of their natural habitat. In spite of this, times change, and today we find ourselves immersed in a technological world, which, far from visualizing itself reversible, seems to be advancing by leaps and bounds towards an increasingly technological society. But is the brain also prepared for this technology? The truth is that the brain is not yet fully "adapted" to it. A child learns to handle different devices from the earliest years of life. However, it is mere learning early. Innately, children are born more prepared to interact with their environment. Our brain seems to continue to be more attracted to those natural sounds, shapes, colors and movements. Some of the most prestigious Universities in the world proved this ...