Introduction to Brand Strategy

Alejandro is a Brand Strategist by trade—and a Graphic Design graduate—with more than 10 years of experience, focused on understanding the relationship that exists between brands and people.

In 2012 he co-founded the agency The Branding People and after that the influencer marketing agency Hive, with which he has worked with Saba, All Saints, and Le Coq Sportif. In 2017 he joined the innovation consultancy Insitumnow called Fjord, where h led the Brand Strategy and New Product Development area working in projects for Uber, American Express, and various brands within the PepsiCo group.

Currently, Alejandro works helping brands and companies to focus their resources on those opportunities where they can generate greater value. He directs them towards innovation initiatives that transcend through to their users, and towards brand development and identity.