Strategy
Aligning goals, defining objectives, selecting tactics, allocating resources… the basis for successful companies and brands with purpose, values and long-term results.
Five things I’d already be doing with LLMs if I were a CCO
1 October 2026The question is whether we will continue operating with the same informality that defined the early years of the discipline, or whether we will take the definitive step towards a model that combines the power of human connection with the rigour of strategy.
Insurance is no longer a choice. It’s delegated.
24 September 2026The question is whether we will continue operating with the same informality that defined the early years of the discipline, or whether we will take the definitive step towards a model that combines the power of human connection with the rigour of strategy.
Algorithmic reputation has officially landed: so, who’s picking up the tab?
16 September 2026The question is whether we will continue operating with the same informality that defined the early years of the discipline, or whether we will take the definitive step towards a model that combines the power of human connection with the rigour of strategy.
The new reputation landscape: Adapting corporate narratives in the era of LLMs.
7 September 2026Luis Dorado is a partner and Chief Operating Officer at Asesores, the strategic communications consultancy he founded in 1995, has…
The end of static strategy: towards a system of rapid response and cultural relevance.
1 April 2026How do you go from studying Law to leading digital strategies in the age of AI? For Marina Hernández, Head…
Beyond the algorithm: culture as the core of your TikTok strategy.
19 March 2026In recent years, brands have been living in a constant contradiction: the more we know about our audiences, the harder…
Why we look at the algorithm instead of the user: SEO in the age of LLMs
19 February 2026There’s a curious, and I’d almost say inevitable, phenomenon in the way companies are approaching the generative-AI tsunami. Brands, marketing…
Redefining Employee Advocacy: Why Uploading Content Isn’t Enough
14 May 2025In recent years, earned voice strategies that involve employees—commonly known as employee advocacy—have become increasingly prominent in many companies’ digital…
How to make your brand sound better: Lessons from the Music Industry
3 April 2025Two things matter equally in the music world: hitting the right note in a song and hitting the right note…
Avoiding greenwashing: let’s talk about CSR, credibility, and social media
13 March 2025Today, more than ever, consumers and regulators are closely scrutinising what companies do, assessing whether their actions go beyond mere…
From X to Bluesky: Is it time to change course?
2 December 2024Since Elon Musk purchased Twitter (now X) in October 2022, the platform’s future has been a hot topic of discussion.…
Beyond Press Releases: Why Executives Need a Credible Social Media Presence
21 November 2024In recent months, Executive Advocacy has gained significant relevance in the communication departments of companies, both large and small. More…
