eBooks de Biografías y estudios de escritores, página 8 de 187

The Origin of Ferrero and Family CultureThe story of Ferrero begins in 1946, when Pietro Ferrero, a small confectioner from Alba, in the Piedmont region of Italy, decided to turn his passion for sweets into a business. What started as a small family bakery soon became one of the largest food empires in the world. However, what sets Ferrero apart from other multinational companies is its strong family culture, which permeates all of its decisions, from product creation to its market strategy.Pietro Ferrero was born into a humble family and grew up in the midst of local agriculture. His initial vision was to create affordable products that could be consumed daily by Italian families. During the post-World War II years, when food shortages were a reality, he realized that cocoa was expensive and difficult to obtain. It was then that he created " Giandujot ", a paste made with cocoa and hazelnuts, ingredients abundant in the Piedmont region. This innovative product was the precursor to Nutella, which would be launched decades later.After Pietros death in 1949, his son Michele Ferrero took over the leadership of the company. Michele was only 24 years old, but he brought with him an ambitious vision and entrepreneurial mindset that would shape the future of Ferrero. He not only expanded the family business, but also introduced a unique approach to corporate management: keeping the company under family control while ensuring that family values were preserved.Michele Ferrero was a visionary. He believed that products should be made with love, as if they were intended for the family members themselves. This philosophy is rooted in Italian culture, where the concept of family is sacred. For Michele, the quality of the ingredients and customer satisfaction were top priorities. He used to say: "If you want to do something well, do it as if you were doing it for your own home."This mindset was directly reflected in Ferreros products. For example, the Kinder Egg, launched in 1974, was designed with children and their parents in mind. The idea was to create something that would be fun and safe for children, but also appealing to adults. The chocolate egg with a surprise toy inside became a global phenomenon, demonstrating how Ferreros family culture influenced product innovation.Furthermore, Ferrero has always maintained a strict policy of secrecy. Unlike many modern companies that seek constant publicity, Ferrero prefers to keep its operations low-key. This is also a family legacy: Michele Ferrero believed that a companys success should be measured by the quality of its products, not by the number of advertisements or advertising campaigns. This low-key approach has helped to build an image of trust and authenticity around the brand.Another important aspect of Ferreros family culture is its resistance to the pressure to go public on the stock exchange. While many family-owned companies choose to sell shares to finance their growth, Ferrero remains firmly in family hands. Today, the company is controlled by Giovanni Ferrero, Pietros grandson and Micheles son. Giovanni continues to honor the principles established by his ancestors by keeping the company private and focused on the long term...

The Rise of an Empire - The Creation of PlayStation and Understanding the Gamer MarketWhen Sony decided to enter the video game console market in the early 1990s, it was competing against established giants such as Nintendo and Sega. However, the strategy Sony adopted was innovative in that it did not just focus on creating a superior product, but also on deeply understanding the psychology of gamers. This first chapter explores the roots of the creation of the PlayStation, how the company identified a gap in the market and used psychology to shape a product that would captivate gamers.In the 1980s, the video game market was dominated by consoles with limited hardware and shallow titles. Sega and Nintendo dominated the market with their established franchises, such as Super Mario and Sonic . But Sony, with its history in audio and video technology, wanted more. When Ken Kutaragi , the "Father of the PlayStation", joined Sony, he brought with him a deep understanding of how human emotions and interactive entertainment could be intertwined in ways that competitors had not yet grasped.The big breakthrough was the realization that the video game market was not just about powerful hardware, but about an emotional and immersive experience. Gamer psychology involved much more than just choosing the right game; it was about creating an emotional bond between the player and the console. The PlayStation, from the beginning, was not just a machine to play games, but a platform to create unforgettable memories and experiences.Practical example: Imagine youre playing Final Fantasy VII on the original PlayStation. What could have been a simple fantasy game turns into a deep emotional journey. Nobuo s music Uematsu , the complex story, the well-developed characters all of this not only weaves together the gameplay, but connects the player to a unique experience. Sony knew that to attract players, it needed to not just sell a console, but sell an emotional experience that would stick in the gamers memory.

Introduction to Warner Bros. and Its History of OvercomingWarner Bros. is one of the largest and most recognized entertainment companies in the world, with a legacy spanning nearly 100 years. Founded in 1923 by brothers Harry, Albert, Sam and Jack Warner, the company initially excelled in film, particularly for pioneering the transition from silent to talkies. Warner Bros. not only revolutionized the film industry, but also proved capable of adapting and innovating, weathering countless crises over the decades.Despite being a global powerhouse, Warner Bros. has weathered a series of challenges, from economic downturns to radical transformations in the entertainment industry. Yet the brand has remained resilient. The key to this resilience lies in Warner Bros. DNA its ability to reinvent itself, stay relevant and, most importantly, learn from adversity.Throughout this eBook , well explore how Warner Bros. has weathered crises and remained relevant, and how it has always found ways to adapt, innovate, and thrive in a changing landscape. Well examine the strategic decisions, the failures that turned into lessons learned, and the innovations that have allowed the brand to survive over so many decades.Practical Example: In 1927, Warner Bros. took a bold step by releasing the first successful sound film, The Jazz Singer. The transition from silent to talkies was not easy, and many believed that the industry was in decline. However, Warner Bros. not only adapted, but also led the way in innovation, becoming a giant in the film industry.Continued..

Nintendos Origins and Corporate IdentityNintendo is one of the most iconic companies in the video game industry, known for its innovation and consistency over the decades. While many companies have drastically changed their approaches to adapt to market trends, Nintendo has managed to maintain its unique identity, based on creativity, quality and a strong commitment to family entertainment. But to understand this philosophy, we need to go back in time and examine the companys origins.The First Steps: From Letters to Entertainment GiantNintendos history begins on September 23, 1889, when Fusajiro Yamauchi founded the company in Kyoto, Japan. At the time, Nintendo had no involvement in video gamesits specialty was the production of Hanafuda cards , a traditional Japanese game that was popular with casual gamers and gamblers.Hanafuda cards were different from Western cards in that they did not have numbers and used illustrations of flowers and landscapes. At first, they were produced by hand, but demand soon grew and Yamauchi expanded the business.In the following years, Nintendo stood out for the superior quality of its cards and signed important contracts, such as an agreement with the Yakuza , which used the cards in its gaming houses.However, the big turning point came in 1956, when then-president Hiroshi Yamauchi , grandson of the founder, visited the United States and realized that the card market was saturated. He concluded that Nintendo needed to diversify its business in order to continue growing.Continued...

The Birth of PayPal The Fusion of Innovative VisionsIn the late 1990s, the world was witnessing an unprecedented digital revolution. The Internet was transforming the way people communicated, worked and did business. In this effervescent scenario, an idea emerged that would revolutionize the global financial system: PayPal.The Genesis: Confinity and X.comContinued...

The Foundation of the Myth The Beginning of PorschePorsche, one of the most respected brands in the automotive world, is synonymous with performance, luxury and, above all, design. But how has a company founded in 1931 managed not only to survive for decades, but to remain one of the pillars of the global automotive industry? The secret to its longevity lies not only in its technical prowess, but also in the art of design, which has become a timeless signature.Porsche was founded by Ferdinand Porsche, a visionary engineer who developed the famous Volkswagen Beetle before setting up his own company. The initial idea was to provide technical consultancy to the automotive industry, but this soon evolved into creating cars that were not just means of transportation, but expressions of a lifestyle. In 1948, the company created its first car, the Porsche 356, a model that would set the foundation for the brands future.The 356 was designed by Ferdinand "Butzi" Porsche, grandson of the founder, and became a symbol of German engineering. The design of the 356 was inspired by both the lines of the Beetle and the demands of sporting performance. Its combination of elegance and functionality was the foundation on which Porsche would build its design philosophy.Practical Example: The design of the 356 reflected Porsches pragmatic thinking from the beginning. Instead of following fads or trends of the moment, Porsche focused on what was most important: durability and performance. This is reflected to this day in every new model of the brand.

Introduction to the Toyota Production System (TPS)The Toyota Production System, known as TPS , is widely recognized as one of the most efficient and innovative industrial management models ever created. Since its inception in the 1950s, TPS has been studied, copied and adapted by companies around the world. However, despite decades of effort, no organization has been able to replicate it with the same level of success that Toyota itself has achieved. This book seeks to explore the underlying reasons for this phenomenon, revealing the technical, cultural and organizational aspects that make TPS unique.TPS was developed in response to the economic and industrial conditions in post-war Japan. With scarce resources and an increasing demand for high-quality products, Toyota needed to find ways to produce efficiently without compromising excellence. The system is based on two fundamental pillars: just - in-time (JIT) and jidoka . JIT refers to production only when necessary, eliminating excess inventory and waste. Jidoka focuses on intelligent automation, where machines automatically stop when defects are detected, ensuring that problems are not ignored.In addition to these pillars, TPS incorporates a series of practices and principles that go beyond technical tools. It relies heavily on a culture of continuous improvement ( kaizen) , respect for people, and fact-based decision-making. These elements are often undervalued or misunderstood by companies trying to replicate the system, resulting in incomplete or unsuccessful implementations .Continued...

Introduction to the Zara PhenomenonZara is one of the most iconic brands in the fashion world. Founded in 1975 by Amancio Ortega and Rosalía Mera in La Coruña, Spain, it quickly became one of the pillars of the Inditex group , which today includes other brands such as Massimo Dutti , Pull&Bear and Bershka . Zara not only revolutionized the concept of fast fashion , but also challenged traditional marketing conventions in the retail industry. While giants like Gucci, Louis Vuitton and H&M invest billions in advertising campaigns, Zara follows a different, almost minimalist strategy when it comes to spending money on advertising.But whats the real reason? Why does such a powerful brand choose to avoid the mainstream media spotlight? This book explores exactly that: Zaras unique business model, its marketing philosophy, and how it manages to maintain its status as a global giant without relying on massive advertising.The History of ZaraThe story of Zara began with a small store called Zorba , which sold low-cost womens clothing. When he realized the market potential, Amancio Ortega decided to expand the business, changing the name to Zara to avoid confusion with a local bar. From the beginning, the company adopted an innovative approach: focusing on speed and operational efficiency.Unlike its competitors, who took months to launch new collections, Zara introduced the concept of "fast fashion ", where pieces were produced quickly and arrived in stores within a few weeks. This allowed the brand to respond quickly to emerging trends, offering consumers products in line with what was trending on the international catwalks.The Unique Business ModelThe secret to Zaras success lies in its vertically integrated business model. The company controls virtually every step of the production chain, from design to distribution. This allows it to reduce costs, speed up delivery times and maintain strict control over quality.Additionally, Zara adopts a limited production strategy. Instead of producing large quantities of each item, it produces small batches and frequently updates its collections. This deliberate scarcity creates a sense of urgency among consumers, encouraging them to buy quickly before items sell out.Experiential MarketingAnother distinguishing feature of Zara is its emphasis on experiential marketing. The brand invests heavily in well-located physical stores, usually in premium areas of major cities around the world. The shop windows are carefully designed to attract the attention of passersby, transforming the stores into true art galleries.Instead of spending millions on advertising, Zara relies on the strength of its physical presence and the quality of its products to attract customers. It also uses subtle digital strategies, such as social media and e-commerce, to complement its approach.Practical ExampleImagine youre an entrepreneur looking to open a clothing boutique. Inspired by Zara, you decide to adopt a similar strategy. Instead of investing in expensive advertising, you focus on creating a unique experience for your customers. You choose a location in a busy area, design an attractive window display, and ensure that your items are always up to date with the latest trends. Instead of saturating the market with aggressive promotions, you limit the quantity of each product, creating a sense of exclusivity. Over time, you find that your customers come back again and again, eager to see whats new.Continued...

Gabrielle Chanels Beginnings and the Rise of an EmpireGabrielle Bonheur Chanel was born on August 19, 1883, in the city of Saumur , France. Chanels life began far from the sophistication and luxury that she would later bring to the world of fashion. Raised in an orphanage after the death of her mother and the abandonment of her father, Gabrielle learned from an early age to live with little. However, this experience of hardship and the constant search for her own identity shaped her vision of fashion and the role of women in society.Chanel was one of the most revolutionary figures in the fashion world, not only for her innovative designs, but for the way she built an empire of style, luxury and authenticity. Her work in fashion was a direct response to the rigidity of womens clothing at the time. During the early years of the 20th century, haute couture was characterized by long dresses, tight corsets and an overly feminine silhouette, something that Chanel believed limited womens freedom.The spark for her revolution came in 1910, when Chanel opened her first hat shop in Paris. She initially started with small accessories, but quickly realized the potential to transform womens fashion in a way no other designer had done before. Her greatest achievement was the introduction of the "Chanel style," a look that broke with the conventions of the time by emphasizing simplicity and comfort. The use of simple fabrics and the idea of looser, more practical clothing were some of her early innovations.In 1913, Chanel opened her first clothing boutique in the French city of Deauville , a place where she began to gain notoriety for her clothing that prioritized comfort. Her design style was characterized by the use of fabrics such as jersey , until then reserved for mens underwear. Chanel was a pioneer in transforming these fabrics into sophisticated pieces, launching a concept that combined functionality and aesthetics in a new way.Practical Example: One of Chanels first innovations was the use of jersey for dresses, a fabric commonly worn by men. For many women at the time, this fabric was considered vulgar, but Chanel knew how to transform it into something refined. Through the use of a simple piece, she introduced comfort into womens fashion and challenged the rigidity of the clothing of the time.

The Foundation of a Dream Walt Disney and the Birth of a LegendWalt Disney was born on December 5, 1901, in Chicago, Illinois. From an early age, he demonstrated a passion for drawing and telling stories. His childhood was marked by financial hardship, but that did not stop him from pursuing his dreams. Walt grew up at a time when the entertainment industry was beginning to flourish, with the advent of silent films and rudimentary animation.At the age of 18, Walt began working as an illustrator for an advertising agency in Kansas City. It was there that he met Ub Iwerks, who would become his longtime partner. Together, they founded Laugh - O-Gram Studio, a small animation company that produced short films based on fairy tales. Although the company quickly failed, this experience was crucial in shaping Walts view of the power of stories.In 1923, Walt moved to Hollywood with just $40 in his pocket and one thing in mind: to create something bigger. He founded the Disney Brothers Studio with his brother Roy, and together they began producing the first cartoons in the "Alice Comedies" series. These films combined animation with live actors, an innovation that caught the publics attention.But it was in 1928 that Walt took the definitive leap forward when he created Mickey Mouse, a character who would become the symbol of Disney. The first short film starring Mickey, " Steamboat Willie", was a huge success, thanks to its synchronized soundtrack, something revolutionary for the time. From that moment on, Walt knew he had found something special: the ability to create characters and stories that transcended the barrier of language and touched peoples hearts.The Power of Emotional StorytellingWalt Disney deeply understood the emotional impact of stories. He believed that entertainment was not just about having fun, but about connecting people to something bigger. His creations were carefully designed to evoke universal emotions, such as joy, hope, courage, and love. This explains why characters like Mickey Mouse and films like Snow White and the Seven Dwarfs (1937) continue to delight generations.For Walt, the key was to combine simple elements like music, vibrant colors, and captivating storytelling with deeper messages about the human condition. He knew that by touching peoples hearts, he could create a lasting connection with them.Practical Example: How to Create an Emotionally Impactful StoryImagine youre developing a creative project, such as a short film or even a marketing campaign. Follow these steps inspired by Walt Disney:1.Identify the Core Emotion: What feeling do you want to evoke? Joy, nostalgia, courage?2.Relatable Characters : Develop characters with human characteristics that audiences can understand and love.3.Build a Simple but Powerful Narrative Arc: Use a clear beginning, middle, and end structure, with a conflict that resonates emotionally.4.Sensory Elements : Music, colors, and visual details can amplify the emotional experience.Practical Example : Suppose you are creating a commercial for a toy brand. Instead of focusing solely on the product, tell the story of a child who overcomes his fears by playing with an imaginary friend represented by the toy. Use soft music and warm colors to reinforce the feeling of security and happiness. This type of emotional approach can create a deep connection with the audience, just as Walt Disney did with his stories.

The Origins of Intel and the Rise of a GiantIntels story begins in 1968, when two visionaries, Robert Noyce and Gordon Moore, left Fairchild Semiconductor to found their own company. Both were already prominent figures in the world of technology, with Noyce being a co-inventor of the integrated circuit and Moore formulating the famous Moores Law, which predicted that the number of transistors on a chip would double every two years. Intel was created with the goal of revolutionizing the semiconductor industry, but its initial focus was not on processors, but on memory.In its early years, Intel focused on developing semiconductor memories, specifically random-access memory (RAM). The company introduced its first static RAM, the 3101, in 1969, followed by the 1103, the first commercially viable dynamic random-access memory (DRAM), in 1970. The 1103 DRAM was an instant success and quickly became Intels best-selling product, cementing the company as the leader in the memory market.However, Intels initial success in the memory market did not last forever. Competition began to grow, and Japanese companies entered the market with high-quality products at lower prices. Intel realized that it needed to diversify its portfolio in order to survive. It was in this context that the company began to explore other opportunities, including the development of microprocessors.Practical Example: The 1103 DRAMThe 1103 DRAM was a milestone in the history of computing. Before it, computer memory was expensive and bulky, limiting the potential of computers. The 1103 allowed computers to be smaller, faster, and more affordable. A practical example of its impact was its use in the HP 9800 computer, one of the first desktop computers. The 1103 allowed the HP 9800 to be compact enough to fit on a desktop, something unthinkable before its invention.

The History of Louis Vuitton and the Origin of LuxuryLouis Vuitton is synonymous with luxury, elegance and status. Founded in 1854 by Louis Vuitton, the brand began as a small workshop in Paris specializing in creating travel bags. Vuittons vision was clear: to offer products that combine functionality, durability and design. The brands first major innovation was the introduction of flat suitcases, which were easier to stack and transport, in contrast to the rounded suitcases that were common at the time.The brand quickly gained a reputation among the European elite, including Empress Eugenie, wife of Napoleon III, who became one of Vuittons first illustrious clients. Demand for its products grew exponentially, and Louis Vuitton began expanding its product line to include handbags, accessories, and later, clothing.However, with success came a challenge that persists to this day: counterfeiting. Louis Vuittons popularity has made its creations a target for counterfeiters looking to capitalize on the brands reputation. From the beginning, Louis Vuitton recognized the importance of protecting its brand and its designs, an obsession that has become an intrinsic part of the companys identity.Practical Example:Imagine a 19th century traveler about to embark on a long train journey. He chooses a Louis Vuitton bag not only for its functionality, but also for the status it confers. The suitcase is a symbol of his social status, and he knows that upon disembarking, his luggage will be immediately recognized as a luxury item. Thats the power of the Louis Vuitton brand, a power the company has fought to protect since its inception.

The Founding and Early Years of IBMThe history of IBM, or International Business Machines , begins in 1911, but its trajectory goes back even further, with the founding of a company focused on mechanical data processing solutions. Created from the merger of the Bundy Manufacturing Company , the International Time Recording Company and the Tabulating Machine Company , IBM did not instantly become a technology giant, but it was one of the first to realize the immense potential of large-scale data processing.Even before it became the company it is today, IBM was already laying the foundations for a promising future. The combination of innovative technology and long-term vision was what set it apart. IBM initially focused on producing data-logging machines for transportation companies, such as railroads, but it soon realized that its true potential lay in creating solutions for companies in different industries that dealt with large amounts of data. The vision of Thomas Watson Sr., a man with an incredible ability to read the market, was key to putting the company on the right path.Practical example: In the early 20th century, when IBM tabulating machines were first widely adopted, companies like railroads and insurance companies had no idea they were on the verge of a revolution. They simply wanted to automate what had previously been a time-consuming, manual process. These machines helped reduce errors and increase efficiency, and IBM began to be seen as a strategic partner for their businesses.

Introduction to Kaizen Philosophy and its Relevance in the Japanese ContextThe word "kaizen" is a combination of two Japanese characters: "kai" (change) and "zen" (for the better). Literally translated, it means "continuous improvement." However, kaizen transcends the literal meaning and becomes a philosophy of life, especially in the Japanese corporate environment. Sony, one of the largest technology companies in the world, has adopted this mentality since its inception and has used it as one of the pillars to overcome crises throughout its history.In the post-World War II period, Japan faced enormous economic and social challenges. Rebuilding the country required not only government efforts but also a change in business mindset. It was in this context that the concept of kaizen began to gain traction, driven by figures such as Toyotas Taiichi Ohno and W. Edwards Deming, an American consultant who profoundly influenced Japanese management practices.Kaizen is not just about big innovations or radical changes. It is about small, everyday improvements that, over time, add up to significant transformations. At Sony, this approach was applied at all levels of the organization, from the production line to senior management. Sony founder Masaru Ibuka believed that innovation and quality were direct results of a culture of continuous improvement.Fundamental Principles of KaizenFocus on People: Kaizen values teamwork and the participation of all employees, regardless of their hierarchical level.Incremental Improvements: Rather than seeking drastic changes, kaizen encourages small, daily adjustments.Eliminating Waste: Identifying and eliminating inefficient processes is essential to optimizing resources.Respect for the Work Environment: A healthy and respectful environment motivates employees to contribute ideas.Results Orientation: Every action must be evaluated based on its concrete impacts.Practical ExampleImagine that you are a line manager for a television production line at Sony. In applying kaizen, you decide to implement daily five-minute meetings with your team to discuss problems and suggestions. During one of these meetings, an employee suggests adjusting the position of a machine to reduce the time spent handling components. This small change saves five seconds per unit produced. With a daily production of 1,000 units, this results in savings of over an hour per day. This example illustrates how small improvements can have a significant impact.

Introduction to the World of Data and SpotifyThe digital revolution has transformed the way we consume music, and Spotify is one of the biggest drivers of this transformation. The streaming app, launched in 2008, has grown exponentially, not just as a music service, but as a platform that analyzes, collects and uses data on its users behavior to personalize the music experience for billions of people around the world. The key to Spotifys success is not only its vast library of music, but its ability to use data to influence, shape and even predict users musical tastes.The Era of Music StreamingBefore Spotify, the music industry was dominated by CD purchases, individual downloads, and of course, radio. While radio has been a dominant platform for introducing new music for decades, it has its limitations. Spotify, with its data-driven model, has revolutionized this dynamic by offering nearly unlimited access to music while also personalizing track suggestions based on users listening behavior.The Power of DataSpotifys biggest advantage over other music platforms is its ability to capture data. Every time a user listens to a song, skips a track, or saves a song to a playlist, Spotify collects this information and uses it to improve its music recommendations. Spotifys recommendation algorithm is powered by a wealth of data about users preferences, creating a personalized experience for each user.How Data Shapes Music PreferencesData collection goes beyond just choosing songs. Spotify monitors listening time, playlist engagement, repeat tracks, and even the times when a user is most likely to listen to a certain style of music. This data is then processed to create a detailed profile of each user, helping the platform predict which songs are most likely to appeal to them.Practical example: Imagine that you are a fan of pop music and frequently listen to the most popular tracks on the charts. Spotify, by noticing this pattern, can recommend similar songs that are starting to gain popularity, or even songs by emerging artists in the same style, influencing your musical tastes before you have even heard of them.

The Origin of Nestlé and the First Steps in the Food MarketNestlés story begins in 1866, when Swiss pharmacist Henri Nestlé developed a revolutionary product: Farine Lactée , a mixture of milk, flour and sugar intended to feed babies who could not be breastfed. This product was created in response to an urgent need of the time: to reduce infant mortality caused by malnutrition. At that time, many mothers were unable to breastfeed their children due to poverty, illness or inhumane working conditions. Farine Lactee not only saved lives, it also laid the foundation for what would become one of the largest food companies in the world.Henri Nestle was born in Frankfurt, Germany, but moved to Vevey , Switzerland, where he set up his laboratory. He was passionate about chemistry and nutrition, and his vision was to create products that would improve peoples quality of life. The success of Farine Lactee was rapid and significant. Within a few years, the product was being exported to other European countries, cementing Nestles reputation as an innovator in the food industry.In 1905, Henri Nestles company merged with Anglo- Swiss Milk Company , a company that produced condensed milk. This merger marked the beginning of Nestles global expansion. The Anglo- Swiss Milk Company had been founded in 1866, exactly the same year that Nestle launched Farine Lactee , and both companies shared a similar vision: to use science and innovation to transform basic foods into affordable, nutritious products.The 1920s brought new challenges and opportunities. During the First World War, Nestle faced shortages of raw materials and logistical difficulties. However, the company was able to adapt, diversifying its product line and investing in technology. It was during this period that Nestle began to explore new markets, such as instant coffee, which would later become one of the pillars of its growth strategy.Practical Example: The Case of Instant CoffeeA practical example of Nestles ability to innovate and adapt to market needs is the launch of Nescafe instant coffee in 1938. During the Great Depression, consumption of coffee beans fell dramatically due to rising costs. Nestle identified a market opportunity and developed a process to transform liquid coffee into instant powder while preserving taste and quality. Nescafe was an instant success, especially during World War II, when it became an essential part of soldiers rations. Today, Nescafe is one of the most recognized brands in the world, sold in more than 180 countries.

THE UNEXPECTED RISE OF TIKTOKIn 2016, an app called Douyin was launched in China by the company ByteDance . Its international version, TikTok, followed shortly after in 2017. Within a matter of years, TikTok had become one of the most popular apps in the world, garnering a global user base of over a billion people. How did a short-form video platform manage to dominate the digital landscape so quickly, when other social networks such as Facebook, Instagram and Twitter were already well-established? The answer lies in a combination of technical, psychological and cultural factors.The first secret behind TikToks meteoric rise is its revolutionary algorithm. Unlike traditional platforms, which prioritize friends and pages followed by users, TikTok invests in a content feed based solely on users interests and behaviors, delivering videos directly related to what they have previously watched or interacted with. This allows any user, whether new or established, to have their posts seen by a global audience, with the potential to go viral very quickly. This system, called "For You Page" (FYP), is crucial to TikToks engagement experience.Additionally, TikToks ease of use and simple interface, combined with special effects and licensed music, have made it possible for anyone to create engaging videos without the need for advanced video editing skills. This focus on DIY has allowed for a democratization of content, which has attracted millions of creators.Practical example: An ordinary person, with no history of fame or followers, starts posting dance or comedy videos using popular TikTok songs. After a few days, one of their videos is shown on the For You Page of thousands of users and, thanks to the algorithm, their video goes viral, accumulating millions of views and new followers. This is a clear example of the power of the TikTok algorithm to promote content in a democratic way.Continued...

SUBWAYS PROMISING BEGINNINGS AND RISEThe story of Subway begins with a simple but powerful idea: to offer a healthy alternative to traditional fast food. Founded in 1965 by Fred DeLuca and Peter Buck, Subway was initially called " Petes Super Submarines ". The goal was clear: to create a sandwich restaurant that was fast, affordable and healthy, something unusual in the gastronomic scene at the time. In an era dominated by burgers and fries, Subway emerged as an innovative proposal for fresh and quick meals.Over the following decades, Subway grew exponentially, with its proposal for customizing sandwiches, where consumers could choose the ingredients and assemble their options according to personal preferences. This do-it-yourself business model quickly spread, and Subway became one of the largest fast food chains in the world. The brand expanded to over 40,000 units, making Subway a household name and a dominant presence in the fast food industry.However, despite the global success, something started to change. The rise of competing brands, changing eating habits and internal pressures began to challenge the winning formula that had made Subway a giant. But what exactly happened behind the scenes at that fast food giant to make it lose its relevance?Practical Example: During a visit to a Subway store in 2015, a consumer who had been a loyal customer for years noticed a decrease in the level of service. While the sandwiches were still good quality, the service was more impersonal and the atmosphere in the store felt less welcoming. What appeared to be a simple oversight in the customer experience was actually a reflection of changes happening behind the scenes.

The History of Heineken and the Birth of a Premium BeerThe story of Heineken is a classic example of how a company can transform a small local brewery into a global brand recognized for its premium quality. Founded in 1864 by Gerard Adriaan Heineken, the brewery was born in Amsterdam, Netherlands, with the aim of producing a beer that was affordable, but at the same time superior in flavor and quality. From the beginning, Heinekens vision was clear: to create a beer that would not only satisfy local consumers, but could also compete with the best beers in the world.Gerard bought a small brewery called De Hooiberg (The Hay) and began experimenting with ingredients and processes to develop a unique formula. He knew that the key to success lay in the quality of the ingredients and strict control of the brewing process. In 1873, he hired the renowned brewmaster Dr. H. Elion, who brought scientific innovations to beer production. One of these innovations was the introduction of a specific strain of yeast, known as "Yeast A," which became Heinekens signature yeast and is still used today.The choice of ingredients was also crucial. Pure water from Dutch canals, selected hops and high-quality barley malt were combined to create a light, refreshing and balanced beer. This simple but carefully planned combination resulted in a drink that quickly conquered the Dutch market. Heinekens reputation grew so much that it soon began exporting its products to other European countries.By the end of the 19th century, Heineken had established itself as one of Europes leading breweries. International expansion was driven by the strategic vision of the Heineken family, who invested in technology and infrastructure to ensure that the quality of the beer was maintained regardless of where it was produced. In 1933, Heineken became the first European beer to be legally imported into the United States after the repeal of Prohibition, cementing its position as a global brand.Over the years, Heineken has continued to innovate and expand its global presence. Today, the company operates in more than 70 countries and has over 165 breweries around the globe. Despite its growth, Heineken has maintained its essence: a dedication to quality and the sensory experience that defines a premium beer.Practical Example: Imagine you are organizing a beer tasting at home and want to present Heineken as a reference for premium quality. To do this, prepare a short presentation on the history of the brand, highlighting the points mentioned above. Explain to your guests how Heineken has distinguished itself from the beginning through its attention to detail and careful selection of ingredients. When serving the beer, encourage them to notice the light golden color, smell the mild hop aroma and taste the perfect balance between bitterness and sweetness. This will help to contextualize the sensory experience of Heineken within its rich history.

Adidas Origins and Historical ContextThe story of Adidas begins in a small town in Germany called Herzogenaurach , a place that, despite its modest size, played a monumental role in the creation of two of the worlds biggest sports brands: Adidas and Puma. To understand how this rivalry shaped Adidas identity, it is essential to explore its origins and the historical context that surrounded it.At the beginning of the 20th century, Adolf Dassler, better known as Adi Dassler, began making handmade shoes in his home. He was passionate about sports and had a clear vision: to create shoes that would improve the performance of athletes. In 1924, he founded Gebruder Dassler Schuhfabrik (Dassler Brothers Shoe Factory) together with his brother Rudolf Dassler. Together, they began producing high-quality sports shoes that quickly gained popularity among local athletes.The companys early success was driven by innovation. Adi Dassler was a natural inventor, always looking for ways to improve his products. One of the brands early milestones was the development of shoes with removable studs, which allowed athletes to adjust traction based on terrain conditions. This innovation was widely adopted by elite runners of the time and helped cement Dasslers reputation as a brand of excellence in the sport.However, success did not come without challenges. The 1930s were marked by political and economic turmoil in Germany, with the rise of the Nazi regime. During this period, the Dassler brothers faced external pressures that would ultimately have a profound impact on the companys future. Despite these difficulties, Dassler continued to grow, sponsoring athletes and participating in international sporting events.The relationship between Adi and Rudolf, however, began to deteriorate. Differences in personality and business acumen became increasingly evident. While Adi was meticulous and focused on product quality, Rudolf was more ambitious and interested in rapidly expanding the brand. These differences culminated in an irreparable rift during World War II, when both served in the German army and had experiences that further widened the rift between them.After the war, the feud between the brothers reached breaking point. In 1948, Adi founded Adidas, while Rudolf founded Puma. The split not only divided the family, but also the town of Herzogenaurach , which became known as "the divided town". Residents chose sides, and the rivalry between the two companies became an inseparable part of local culture.This split had a lasting impact on Adidas identity. From the beginning, the brand was associated with technical innovation and a commitment to sporting performance, values that reflected Adi Dasslers vision. At the same time, rivalry with Puma forced Adidas to differentiate itself, constantly looking for new ways to stand out in the competitive market.Practical Example: Adidas First Sports SponsorshipA practical example of Adi Dasslers vision can be seen in his sponsorship of athlete Jesse Owens at the 1936 Berlin Olympics. At the time, Owens, an African-American athlete, faced racial prejudice in both the United States and Nazi Germany. Despite this, Adi saw Owens potential and provided him with custom-made footwear to compete in. Wearing Dassler shoes, Owens won four gold medals, becoming a symbol of endurance and athletic excellence. This sponsorship not only raised the brands profile, but also reinforced Adidas commitment to equality and athletic performance, principles that continue to shape its identity to this day.