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Prologue
Person, circumstances, work, to share.
Expression, equilibrium, path, effort, errors, hits.
Cooking, temperature, volume, movement, humidity.
Energy, science, parameters, empathy, communion, intuition.
Never calm, cooking and cooking, I don’t know if it’s me…
Paco Guzmán or “my brand is Santa”
Chef Restaurant Santa y Santa María
Barcelona
http://www.santamania.info

“Reality is the contrast between our interior and our exterior.
That’s why it’s advisable to know how to listen to both parts permanently.”
+joanjimenez
http://www.joanjimenez.com

index
Introduction.............................................................................. 6
Ingredients.............................................................................. 7
Plans cooked in a wood stove............................................................ 8
Questions and answers milkshake............................................ 9
Recipe to prepare your Brand Code....................................... 10
How to cook the sauce of your brand at the \"We\" point................... 11
Scrambled publicity with spring garlics................................... 12
Salad of brands................................................................... 13
The salt of your brand is called “Conviction”.................................... 14
Marketing or Branding, meat or fish.................................. 15
Deconstruction of a brand with ambrosia........................... 16
Cooking reality with potatoes................................................ 17
Bread for today and bread for tomorrow............................................ 18
How to liquate your brand................................................................ 19
Facebook omelette.................................................................. 20
Twitter with fine herbs.......................................................... 21
Recipe for a happy brand cake........................................ 22
To position yourself with a message on its juicel................................... 23
About the cooking in the brand tactics.............................. 24
About the strategic container of brands.......................... 25
Out of focus fondue strategy.......................................... 26
Fresh thoughts toasts.................................................... 27
Recipe to cook a good image......................................... 28
Carne de líder a la parrilla......................................................... 29
Mousse made of net corporate social politics............................ 30
Nouvelle Cuisine and politics 2.0................................................. 31
About the utensils of the modern cooking....................... 32
Regarding the fear of culinary intelligence...................................... 33
Participation and the free buffet........................................ 34
Fruits from a japanese garden.......................................................... 35
Corporate reputation sorbet............................................ 36
Brand Angel ensaimada....................................................... 37
Spoonch ice-cream................................................................... 38
Link fruit salda with branding flavouring............................ 39

Introduction
Cooking and Branding are an Art. In fact, living and above all
learning to be happy is such a discipline that according to my
admired Eduardo Punset “it should be taught in schools”.
I’m sure that any person with a minimum sensitivity can
differentiate between a good wine and a dish cooked with love
and dedication from a dish simply prepared to be gobbled up.
It’s the same for Branding: the brands cooked with love,
dedication and good ingredients are without any doubt the most
respected and valued of all.
A brand must be cooked on a low flame, respecting the
characteristics of its ingredients to obtain the best of them, very
well knowing the available tools to cook them and having a
dialogue between the cooker and all these elements in order
to culminate in the creation of a personal dish for the palate to
which it is addressed.
6

Ingredients
Your brand is composed by numerous ingredients which
shape people’s opinion about you.
You should clearly distinguish between two kinds of ingredients:
the ones inside you and the ones outside you.
The ones inside you are basically your means, your identity,
your visionand your attitude.
The ones outside you are your environment, your
reputationand your notoriety.
It is of vital importance never to forget that what we call
“reality” isn’t something objective but composed by what we
see and the way we see it…
If you aren’t totally conscious of the interior and the exterior
of your brand, you can find out that what might be a delicious
hare for you, can be a cat for the people around you.
“Reality is merely an illusion, albeit a very persistent one”.
Albert Einstein
7

Plans cooked in a
wood stove
When managing your Brand it is advisable not to do too
many plans. Firstly because you’ll loose precious time
that could be used with facts and secondly because you’ll
make mistakes all the same.
It’s better to preview a coherent and flexible base of
changes than trying to turn our plans into a pointless
dogma, obstinately negating ourselves to the uncertainty
which surrounds us.
If your attitude consists in listening, looking at and
permanently sniffing the wood stove in which your brand
is cooking, instead of systematically following the
instructions of the manual, you’ll probably never burn your
meal.
“Life is what happens while you are busy making other
plans”.
John Lennon
8

Questions and answers
milshake
It is difficult to be conscious that our answers are past their
expiration date until we suddenly get food poisoning.
Human beings are fearful, comfort-lovers by nature and we
insist on seeing fresh fish where there only are frozen ideas
simply because it’s much easier to negate the evidence rather
than making the effort of accepting reality.
In an uncontrollable and unpredictable net world, a brand
must substitute the fear of change by the panic of not flowing
with its natural environment.
The key is to understand that the answers desired by us lie
in those very questions we really need to ask ourselves.
\"Confidence, like art, never comes from having all the answers;
it comes from being open to all the questions\".
Earl Gray Stevens.
9

Recipe to prepare
your Brand Code
Your Brand Code is the genetic code of your brand, and it works
as a spice which gives the authentic and unmistakable flavor to
all the things you do.
If you begin to cook your brand without your Brand Code ready,
you run the risk that nobody distinguishes your meals from the
meals of the other cookers… and what is worse that you find
yourself unable to distinguish them.
Preparation:
1. Meet yourself.
2. Ask you whoyou are.
3. Define whatyou do as precisely as you can.
4. Decide whereyou’re going to… your final goal.
5. Describe howyou’re going to do it.
6. Drink a cup of coffee and have a rest from yourself for a while.
7. Ask yourself again who you are but this time answer yourself
in all honesty and repeat the steps 3, 4 and 5.
8. Ask yourself whoyou are.
“It’s important when meeting oneself, to make a good impression.”
David Martí
10

How to cook the sauce of
your brand at the We Point
The “We” point of your brand is the point where your goals and
your users flow as one (Engagement).
The most important thing to take into account in order to always
get the sauce of your brand at the “We” point, is not only to look
at your users and vice versa while you are preparing it but also
to be able to find the way of preparing it together.
Having an expensive vitroceramic, teleshopping utensils or your
last book about Creative Cooking doesn’t guarantee you possess
the necessary ability to prepare an exquisite sauce at the “We”
point.
The secret in order to prepare your sauce to the “We” point so
it doesn’t go bad simply lies in your simultaneous concentration
on three elements: your brand, your users and the density of the
sauce which unites it all…
“The greatest good you can do for another is not just to share
your riches but to reveal to him his own”.
Benjamin Disraeli
11

Scrambled publicity
with spring garlics
The concept of “Publicity” in social environments usually provokes
rejection and is proved as being ineffective, simply because
nobody likes feeling obliged to choose a menu he hasn’t asked
for.
People give less credibility to words more and more and cut into
pieces the brands which constitute their identity through messages
which communicate their actions.
It’s more effective that you invest your time to talk with your
clients, rather than in money to shouting what you think they
need.
If your brand doesn’t know how to participate from the net
environment where its users live until it forms part of it in a
gradual natural way, what can happen is that instead of becoming
their favourite dish as you intended, you end up being the fly
which has unexpectedly fallen in the favourite soup.
“At the moment, we only assist to the verb To Participate but we
don’t conjugate it.”
Juli Capella
12

Salad of
brands
Imagine that all the things inside one of your users’ mind are in
a bowl and that your brand is one of them.
Managing to remain inside that salad of things that the user
recognizes, wants or needs is already an achievement.
All the brands have a big ego which makes us desire a leading
role inside the bowl but we must be conscious of our natural
space inside it. We can’t pretend to occupy the space of a tomato
when actually we’re a grain of rice or an olive in our user’s mind.
It’s essential you avoid wishing to be more important in people’s
lives than they actually want you to be.
“Only a good friend is able to understand that his presence can
be sometimes annoying”.
Noel Clarasó
13

The salt of your brand
is called “Conviction”
We have all asked ourselves some (or many) times what is the
key of a successful project, and probably we’ve never been able
to find just one simple question in order to explain such.
Probably the key success of each project lies in a different
ingredient, what I’m really sure is that all of them share a vital
element for the achievement of objectives: conviction.
It’s advisable not to confuse conviction with stubbornness, if we
don’t want to end up alone. While conviction is based on the
contrast with our environment and it generates followers, the
blind stubbornness, on the contrary, usually ends up very badly.
You can have the worldwide most delicious recipe but if you’re
not really convinced that you will be able to elaborate it successfully,
the result can be rather tasteless.
“Self-confidence produces conviction. Makes the others to believe
in us”.
OS. Marden.
14

Marketing or Branding
Meat of Fish
I would like to invite you to recall that something as simple as
branding consists in creating a brand and marketing consists in
making a market.
The basic objective of marketing is to achieve sales on a specific
market, while the basic objective of branding is to position ourselves
inside our target’s mind, so they can find us when they need us.
We must take into account that in a net world ecosystem dominated
by the WOM (word to mouth), anything that smells like “sales” is
considered spam, while anything which is correctly positioned,
forms part of each user ’s identity in a natural way.
You decide how you want people to perceive your brand but before
offering a fantastic entrecôte, make sure your client doesn’t prefer
a simple grilled hake.
“Publicity is so advanced that it’s impossible to preview more
advances”.
Samuel Johnson, 1776
15

Deconstruction of a brand
with ambrosia
Big brands are usually shaped by big complex structures with
marked parent hierarchical powers which make them totally
inoperative to communicate themselves with their own employees
and consumers in a direct and personal manner.
This opacity in organizations provokes the phenomenon of the
“Crazy Telephone” or “Chinese Whispers” which consist in
distorting the leader’s message as it passes through different
speakers until it arrives to the addressee… and vice versa…
The leaders of the corporations will end up discovering that they
are the sum of many personal brands, and that learning to have
a coffee with their employees and consumers every morning is
not a sympathetic detail but and nice matter of survival.
“We aren’t in an era of change, we are in the change of an era.”
Listening to one of Jordi’s Pérez client.
16

Cooking reality with
potatoes
It’s advisable to organize our brand so everyone can get an
efficient perception of reality.
If the Chef orders to his assistant to tell the waiter to go and ask
a client which is his opinion about a new dish, and the client only
speaks with the waiter and the waiter only does so with the
assistant and the assistant only with the Chef…
The reality perceived will surely be very partial.
If we complete this same communication structure with a last
generation computerized terminal, the result will be inefficient
and unreal all the same.
The most recommendable thing to do is to find the simplest
system so the realities of the Chef, the assistant, the waiter and
the client coincide in the same plate of potatoes.
“The problem lies in the confusion, not in the ignorance.”
Karl Weick.
17

Bread for today
and bread for tomorrow
Publicity is a universal need. If we understand advertising as
“making a message public”, we will understand that all of us, as
brands and persons, need to communicate one thing or another
to others at some precise moment.
The problem lies in wanting to communicate something to people
who don’t feel like listening. It’s then we run the risk of being
labeled as “spam”.
The “spam” label has a bitter and persistent flavor which can
block our user’s palate until it’s unable to sense the flavor of our
brand.
The intelligent thing to do is to cut our bread into slices, to share
it and serve it with each dish, and to keep the leftovers for a good
breadcrumb coating.
“People spend their time desiring aloud what they never make
the effort to achieve.”
Noel Clarasó.
18

How to liquate
your brand
f we want our brand to survive in an unpredictable incontrollable
environment with constant changes, we must liquefy it.
Once liquid, it will be ready to evolve and flow, adapting itself to
the ingredients and the necessary recipients for each dish in any
place and/or moment.
In order to liquefy your brand, you “simply” must achieve a
constant equilibrium between what you are and what they allow
you to be, what you desire and what you really need.
WE
NECESSITY NEEDS
DESIRE
ENVIROMENT
“Be water, my friend”.
Bruce Lee
19

Facebook
omelette
Social nets represent a change in the paradigm between brands
and users. We go from retaining the clients to evolving with friends.
The person who understands this change has a new infinite world
of possibilities… the one who doesn’t understand will simply not
exist in it.
It’s advisable to learn to cook our brand in Facebook on a low
flame taking into account that it’s a parallel society formed by
personal brands which also act as agencies and media for the
messages communicated.
Facebook is an excellent professional and personal networking
tool which constantly evolves with millions of ingredients in the
shape of information, which at the same time combine themselves
forming a big social omelette.
“The problem of trying to determine the ROI for social media is
trying to put numeric quantities around human interactions and
conversations, which are non-quantifiable”. Jason Falls
20

Twitter with
fine herbs
Twitter is like a virtual café where you can listen, chat, refresh and
share knowledge.
The best way to cook your brand in Twitter is having a curious
open and very sociable attitude, learning to flow with the people
who are aligned with your interests and politely ignoring those who
do not contribute to you.
Before disembarking in Twitter, it is important you consider the
purpose of your presence in it, and if you will do it with your
professional or personal brand… if both brands coincide, you
should better decide, beforehand which of them is a priority, so
you are always sure about what you can say and what you can’t.
Twitting regularly is useful to avoid losing your followers, to refresh
the people you usually follow, to be authentic, avoiding spamming
and spicing it all up with some novelty or surprise.
A really useful mash up of Twitter: http://www.twitoria.com
A corporative alternative: http://www.yammer.com
“A twitt is worth than thousand words.”
Laia Orpella
21

Recipe for a happy
brand cake
In order to elaborate a Happy Brand Cake, we must learn to
have our baking utensils sparkling clean everyday, as well as
being very disciplined and doing it all with a smile on our face.
Baking with a smile on your face isn’t easy, since it requires a
constant effort in the form of optimism from the very first moment
we begin to mix until we get the cake out of the oven and decorate
it… but if we achieve to do so, our prize will be a satisfactory
and sweet result.
The essential thing to obtain a delicious Happy Brand Cake is
to understand and put into practice the following three points:
1. To establish a realist measure of the cake you want to cook,
so you know when to put the icing on it. If you don’t do so, you
run the risk that your cake is never big enough.
2. Surround yourself of things and people that easily make you
smile.
3. To enjoy the homemade making. Enjoy the homemade process.
“The most successful brands are the ones which make you
smile.”
Tim Pethick
22

To position yourself
with a message on its juice
You can’t divide your audience into pieces, nonetheless you are
segmented by your audience thanks to your message.
When the things you do, think and say communicate the same
message, you’ll be attracting little by little and without noticing
it to the people identified with it.
If you introduce this behavior into the oven the sufficient time
and at the right temperature, you’ll discover that you have taken
your position in your audience’s mind in a natural manner and
that you don’t have to go where people are, on the contrary,
people interested in you will come where you are.
We do not recommend using a microwave oven to speed up the
cooking time of your position because time is precisely the most
important ingredient.
“If the seed is planted with faith and is cared for with perseverance,
it will only be a matter of time before the fruit is reaped.”
Thomas Carlyle.
23

About the cooking
in the brand tactics
The essential thing to tactical cooking is to measure the liquid
of the brand in a container, to boil it at the necessary temperature
during the adequate time, until it reaches the boiling point in
that “Momentum”… add the pasta for the necessary minutes
until it’s “al dente” and avoid over-cooking.
MOMENTUM
BRAND LIQUID LEAVE TO REST
ATENTTION:
Remember the cooking time
varies depending
on numerous factors.
Do not forget to keep listening
to you objective audience.
“In the nature there aren’t neither rewards nor punishments,
there are consequences.”
Robert Frost
24

About the strategic
container of brands
If we shape the code of our brand well and we use it correctly…
all that we think, say or do will work as a receptacle in which all
the “valuable liquid” of our brand will be contained.
AC
TIO
NS
4. A very well-known brand integrated in
4. COMFORTABLE BRAND
the daily habits
3. POPULAR BRAND
3. A popular brand
2. ATRACTIVE BRAND
2. An attractive but new and flimsy brand
1. COLD BRAND
1. A new brand or a brand that doesn’t connect
It’s very important to never forget that the secret to fill the container
with a valuable brand simply consists in being coherent with
ourselves and with the environment surrounding us the sufficient
time.
“Time is the best author: it always writes the perfect ending.”
Charles Chaplin
25

Out of focus
fondue strategy
We often make the effort to focus our brand strategy into detail
in order to have the false sensation that we have previewed
everything that might happen, even though we‘re perfectly
conscious that it’s impossible to know it all.
If we focus and specify too many details of our strategy, our daily
tactics will be a simple prisoner of it and it won’t have the necessary
elasticity to operate in its environment.
It’s appropriate not to loose time lying to ourselves but raising
conceptual, simple and out of focus strategies which allow the
brand to evolve as if they were liquids, instead of enclosing them
in specific and prophetic pools.
The next time you want to elaborate a “cheese-like” strategy, I
suggest you to take a Gruyere or an Emmental, to melt it with
butter in the appropriate receptacle, and let the tactic flow on little
toasts.
“I built up the future using each minute of the present.”
José Luis Montes
26

Fresh thoughts
toasts
We often refer to innovation as something purely technologic but
we rarely regard innovating in new paradigms and the way we
understand our relation and the possibilities of the new tools.
The explosion of the social internet in an environment of constant
changes demands an effort to understand communication from
a really innovative perspective.
Innovating in Twitter or in Facebook doesn’t consist in looking
for new mash-ups or apps, but in experimenting and exploring
new ways of communication.
If we want to innovate in our menu after having bought a toaster,
we better experience with new ingredients and combinations
rather than try to introduce our classical thick sandwiches in the
slot of our new toaster.
“It’s not possible to solve today’s problems with yesterday’s
solutions”.
Roger Van Oech.
27

Recipe to cook a
good image
The image usually has a “bio” effect since it reflects in the exterior
all that exists inside the brands.
It’s essential to be curious and always refresh oneself with inputs
in order to adequately contrast the validity of our image.
The image isn’t only something aesthetic shaped by colours,
trends or a design but it is shaped as a whole together with our
attitude, our words and our facts which allow the others to get a
picture of who we are.
It’s as harmful to offer to our clients the tastiest but spotted by the
hailstorm apple of the orchard, as it is to offer them the most
beautiful but tasteless apple in the world.
To cook a good image is a simple matter of equilibrium between
who we really are and who we seem to be.
“A man's manners are a mirror in which he shows his portrait”.
Goethe
28

Leader´s
grilled meat
There are three different kinds of leaders:
1. Those who look for the power without accepting responsibilities.
2. The ones who accept the responsibility without being conscious
of their power.
Those who accept the responsibility without being conscious of
their power
3. The ones who understand that a great power involves a great
responsibility.
Adequately managing the leadership in a kitchen requires a great
effort since it’s necessary to know how to put out fires, coordinate
egos, macerate frustrations and properly bake the talent.
Most of the people who compose the brands often have leader
characteristics but very few of them are well-disposed to make all
the heart out.
A brand is an act of shared responsibility. The leader is the one
who cooks the compromise but the people who compose the brand
are the ones who must accept, recognize and participate in the
effort that this supposes.
“Your business is just as you are.”
Alberto Domínguez
29

Mousse made of net
corporate social politics
In a global net cooking, brands can only be social. Not because
they are in Facebook or in Twitter but because an attitude based
in communication, conversation, collaboration and cooperation
are completely indispensable to assure their survival.
All of those who compose our social environment are a brand, a
medium of communication and an agency that transmits our brand
to other people.
A brand needs to have a simple and coherent Net of Corporative
Social Politics which transmits the brand code in multidirectional
environments to an objective audience, to providers’ brands and
even to its own employees’ personal brands.
If you manage to get your employees and your providers feel part
of your cooking instead of onlytreating them as simple ingredients,
you’ll obtain cheaper and incredibly much tastier dishes.
“In the past, you were what you had, now you are what you share.”
Charles Leadbeather
30

Nouvelle Cuisine
and Politics 2.0
The political class has a special challenge with the new
communication, since they face a new environment where citizens
have a vote as well as a voice.
Politicians must learn to listen and talk constantly (not just during
the electoral period), to differentiate between their personal brand,
the brand of the party and their private life, to fight against the
disaffection of traditional politics and to master he communication
2.0 well enough regardless of the unsustainable viability of its
volume.
It is A Nouvelle Cuisinenot suitable for comfort-loving minds. It
requires honesty, coherence, ethics and talent.
As a cook, you need to know that the ingredients in your “omelette
espagnole” are the same ones used in the “Spanish omelette”
but now people who will taste it are much more critical, influential
and demanding.
“There’s no second chance to make a first impression”.
Anonymus
31

About the utensils of
the modern cooking
Brands are every time less symphonic orchestras following a
particular score to become more of a Jazz band with virtuous
improvisations (quote heard from Xavi Montoya).
In cooking, the metric of recipes works less and less while
creation based in emotion does it more and more.
It’s very important to always be updated in both the latest feeds
of Molecular Gastronomy and the latest advances in order to
have the best adaptable tools for your cooking. But it’s even
more important that you don’t forget that, neither the ”Estirificador”
of Ferrán Adrià, nor the “Gastroclón” of Marcelo Tejedor will be
useful to you, if in fact you don’t really cook “Creative Vanguardist
Cuisine”.
When deciding the necessary utensils to cook your brand with,
it is as important to know the last novelties as much as to know
yourself…
“If you abuse of the technology, the poesy will disappear.”
“An abuse of technology makes poetry vanish”
Franco Dragone.
32

Regarding the fear
of culinary intelligence
Lluis Bassat said that the secret of his success lays in the fact
that he always employs people smarter than him.
Even though this might seem the most coherent option when
building a winning team for your kitchen this is precisely something
we should never do.
There’s an irrational fear towards people with a greater capacity
in a specific issue than ours, since this is understood as a threat
to our leadership. Without taking into account that, in fact a true
leader’s mission is to agglutinate, promote, and manage talent.
If we can’t feel proud and take profit of the talent of our cooking
apprentices, our competitors will always be ready to be more
intelligent than us.
“Something much more sparse, fine and rare than talent is the
talent to recognize talent in others.”
Elbert Hubbard
33

Participation and
the free buffet
The participative 2.0 user is a myth. People are, have been and
always will be fundamentally and basically COMFORT-LOVING.
As Jakob Nielsen mentioned, a 90% of the users consume but
do not create, the 9% sometimes creates and only the 1% of the
users is really creative and participative.
On one hand, if you only listen to the 1% who participates and
ignore the 99% who don’t, you’ll just talk to the 1% of your users.
On the other hand, people need to be leaded to feel that they
are part of a well defined community.
The Free Buffet is a good option for those who like it, but if you
really want to enjoy a good meal, you’ll always end up coming
back to your favourite cook’s restaurant.
“Permit one of your trees to have plenty of branches even though
you might lose some fruits.
This will allow you to calmly eat the tasty fruits of the others
under its shadow.
Nang-Tamg
34

Fruits from
a japanese garden
A Japanese town planner tired of the inefficiency of the projects
he worked in, (quote heard from Pancho Pérez) decided to
project the city gardens without the paths where people had
to pass by but only growing grass over the garden surface to
later see where people walked by naturally, creating natural
paths with their journeys. This way he designed the paths
obtaining a coherent, practical and fluid distribution.
This metaphor is perfectly useful to illustrate a new way of
understanding the branding and tactics and strategies.
The most ambitious marketing plan or the most creative
campaign of the world are useless, if people don’t pick up the
fruits of your tree because it’s too far from their path.
“A person often meets his destiny on the road he took
to avoid it.”
Jean de la Fontaine
35

Corporate
reputation sorbet
Your reputation is what people talk about you when you aren’t
present.
Your reputation works as the mirror of your brand, a mirror in which
things are reflected and slightly deformed.
Although the reflection isn’t exactly what we project because
sometimes the mirror is concave or convex… if you put a lemon
in front of your reputation’s mirror, in the course of time you’ll finally
see a lemon reflected, even though you desperately wish for an
orange to appear.
One cannot control what others say about you in a social net
environment so it is advisable to invest all your efforts to coherently
be yourself in all the mirrors and your reflection will always adapt
to the reality that you project.
If you are coherent between what you say and what you think, your
reputation will be a reflection of what you really are.
“Character is like a tree, and reputation like a shadow. The tree is
the real thing, the shadow is what we think of it”.
Alan Moore
36

Brand Angel
Ensaimada
What you cook in the kitchen, it’s eaten on the table.
A Brand Angel is a person who is aligned with the objectives of
our brand in a net environment, a person who accompanies us
providing a third perspective of the reality. A new perspective
positioned between our own reality and our audience’s reality.
It’s useful to have one or several Brand Angels always near us
in order to have a good visibility of the territory which we move
through and to warn us about our weaknesses and threats, but
above all to continuously demonstrate our strong points and
opportunities …
When inside the kitchen, you can’t see the expression in people’s
faces when tasting your dishes anymore, it’s useful you have a
trustworthy person who informs you about what people say in
the tables before you prepare any other dish.
“An expert is someone who is really conscious of all the things
he ignores”.
+joan jimenez
* N.T: An “Angel Ensaimada”, or “Ensaimada de ángel” in Spanish, is a famous typical desert from the
island of Mallorca, a round plain pastry covered with icing sugar and filled with a very sweet filling popularly
called “angel”.
The author is making a game of words with the culinary filling “angel” and the word angel as a “protector
being”.
37

Spoonch
ice-cream
A brand is a group of selected and cooked ingredients which
shape a dish with personality.
One day I decided to explore a brand in which the ingredients,
the selection and the cooking shaped a personality shared
between its users and the cooker.
Spoonch has become a refreshing ice-cream in my life, possibly
because it can taste like anything we want to do, see or dream
at any moment. It’s a brand of nothing, a resource, a simple
adjective that allows us to identify simply what we share.
“Spoonch is the brand of all you want a brand to be. It’s the brand
of NOTHING and of all at the same time, it’s simply what you
need. A smile, an impossible thing, a chocolate ice-cream…
Would you like a spoonch?”
“Brands are created by people. People create the brands.”
+ joanjimenez
38

Links fruits salad
with branding flavouring
http://www.thefwa.com
http://www.tompeters.com
http://www.lonchbox.com
http://facebook.grader.com
http://www.marketingnews.es
http://www.slideshare.net
http://netdiver.net
http://www.interactividad.org
http://www.tonimascaro.com
http://javiergodoy.com
http://www.socialmention.com
http://www.enriqueburgos.com
http://es.splitweet.com
http://www.predictablyirrational.com
http://loogic.com
http://theorangemarket.com
http://www.swotti.com
http://www.sethgodin.com
http://ivanpino.com
http://industriaaudiovisual.blogspot.com
http://bokardo.com
http://www.pererosales.com
http://juanmarketing.blogspot.com
http://es.trendtation.com
http://robertocarreras.es
http://www.eduardogarolera.com
http://www.colourlovers.com
http://marketingtakeaway.wordpress.com
http://etc.territoriocreativo.es
http://www.tendenciasplus.com
http://www.nespral.blogspot.com
http://www.picnik.com
http://www.damniwish.com
http://www.nigelbarlow.com
http://www.trendsinbranding.com
http://www.instinctbrandequity.com
http://www.cluetrain.com
http://www.eduardpunset.es
http://colorschemedesigner.com
http://www.cremark.net
http://econsultancy.com
http://www.gutierrez-rubi.es
http://www.socialmediaexplorer.com
http://www.sustainabilitythebook.com
http://www.123people.es
http://blogs.forrester.com
http://www.crossumer.com
http://www.delver.com
http://www.talltim.com.au
http://www.charlesleadbeater.net
39

CÓMO COCINAR TU MARCA
Vivimos en un Mundo dominado por Marcas, pero
curiosamente el Branding es un gran desconocido
incluso para muchas de las empresas que basan en
ellas sus negocios...
Es como si todo el mundo se limitara a comer y a
montar restaurantes obviando la existencia de...
¡La Cocina!.
En un nuevo mundo en red todos somos y formamos
parte de Marcas, construyendo cada vez más
con ellas nuestra propia Identidad.
Nuestras marcas conforman lo que somos de la misma
manera que somos lo que comemos, y necesitamos tanto
las Marcas para nuestra supervivencia Social como
la Comida para nuestra para nuestra supervivencia Física.
Branding y Cocina, se enlazaron en mi vida, cuando descubrí
el documental del gran maestro zen Edward Brown
“How to cook your life” que utilizaba la Cocina como
medio para descubrirnos a nosotros mismos, a la vez
que recordaba como Tom Peters sentenciaba que
“El meollo del Branding está en la repuesta a
¿Quiénes somos?”.
Este libro pretende enseñarnos a través de consejos y
sencillas recetas, como entender la gestión de marca
en un mundo red.
http://www.joanjimenez.com
GRUPO EN FACEBOOK:
http://www.facebook.com/group.php?gid=45316022445