Brands need to connect with the transformations 1 taking place in their society, in their consumers and in their lives today. To achieve this, they need an urgent injection of new knowledge. To identify and understand the new questions 2 before trying to answer them.

A brand is no longer a brand. That’s why Nadie is like nobody: we think and act differently to offer different 1 solutions. Because the digital society demands the construction of new identities 2 . New cultures 3 .

The new revolution in industry, technology and people at the same time forces us to place knowledge 1 , social sciences and new forms of creativity 2 at the center of the business equation 2 . Because today growth requires both knowledge and creation.

The future of a brand is not just an image. Designing it today requires a deep culture 1  that integrates, connects and empowers people and companies in a solid conceptual structure. Our Brand Culture is a new culture of growth 2   that guides decisions 3   and unlocks the possibilities of leading companies.

We consume destinations, places, gatherings (1), the whole world. We consume ourselves: so pleasantly surprised to see and fell ourselves as brand new, capable, alive, rediscovered in our new role as permanent discoverers (2).

How can we continue to be Gancedo [1in an international market[2] facing a new generation of consumers? The answer was in us in ourselves: in our identity, in our family heritage[3]. In generating a new contemporary [4] reading of our environment and designing innovative space[5]  within it for ourselves.

Manuel Gancedo. General manager

Omnichanneling means people 1 . Far from those who place the digital at the center of their analysis. The travel industry is a great exponent, led without discussion by travelers, constantly redefining 2 the meaning of each platform, each interface.

The delirium of precise limits designed by an invading power for an undefined and mutant 1 territory, is the perfect metaphor of what the concept of identity means. “Instead of thinking of identity as a fait accompli, we should instead understand it as a creation 2 or production that is never completed, always in process,” postulated Stuart Hall.

“Frayed identity”. Gregorio Cámara. Commissioner

The demands of new players are changing the rules. All of them. New generations, new questions. San Miguel Market, Madrid Aristocrazy Affairs. Photo Adriá Cañameras Viaja Way: a new travel culture. "Think before you speak. Read before you think." San Fernando Market by Boamistura. Swatch cities project. Volvo Ocean Race Camper sail boat. Farrow Design. Brand management is, above all: sowing and cultivating. How to make the right decisions without losing speed? Contemporary travelers: all for the photo. Discoverers: our gaze today seems to always be directed further. Gancedo Barcelona: where it all began. Gancedo, protagonist in more and more international reference spaces. Tapisa Gancedo advertising campaign Gancedo Flagship store by Teresa Sapey "High tech, high touch": more current than ever. Travel, tell it, share it, dream it: in streaming. Imago II 2020. Nacho Martín Silva. Oil on linen 141 x 197 cm Courtesy of the artist and Galería Max Estrella Pull the thread blind 2017. Nacho Martín Silva Installation / painting / photography / printing. Polyptych 240 x 340 cm
Courtesy of the artist and Galería Max Estrella