Let’s talk about branding

The English term “brand” – from which “branding” derives – comes from a Scandinavian Germanic root whose meaning was “to mark with fire“. We can talk about brand when literally “mark” an animal to identify its owner, but we also use this term when we talk about the attributes of a product, service or organisation that leave a lasting impression on the consumer’s mind.   A brand is a promise of satisfaction, lifestyle, is a sign, a metaphor that operates as a tacit contract between a company and its customers, is a minimal identifying message, a kind of micro-discourse of…

My PhD journey: Part 1

The inception When I was an undergraduate student, I did not always know that someday I wanted to start a PhD. But why did I decide to start this challenge? Here I leave a couple of reflections and experiences. Back in 2005, I started my major in Design at the ‘Universidad de Valparaiso’, Chile. At that moment, I never thought about a PhD or even in a master degree. However, during my academic journey, I had a couple of very good professors (special thanks to Omar Acevedo) which had one thing in common: They all freely shared they knowledge and…

Welcome!

Hello visitor! My name is Victor Perez, Designer, Master of Strategic Design, and current PhD candidate at the York Management School. I am a creative and passionate professional with a deep interest in strategic design, creativity, leadership, design thinking, corporate strategy, branding, game storming, and lego bricks (yes, legos!). In this site, you will find information about myself, my trajectory, and current projects. Also, you will read about my stories, experience and other tips that you might find useful, inspiring or maybe interesting, it is up to you! I invite you on a journey through my work, thoughts and ideas! Back…