Thriving in times of change: what we can learn from biology
by: Giuseppe CavalloPublished on: 30/04/2026When I was given responsibility for the marketing team that would develop what became the Nissan Qashqai, I brought with me a reputation built over years in communications and media relations. But I was conscious that it counted for very little in the new role. The rules had changed: the skills, the relationships, the ways of reading a room that had made me effective in one context were not going to make me effective in this one. I had changed level, and the game at this level had its own logic.
Personal branding when everything changes
by: Giuseppe CavalloPublished on: 30/04/2026In 1999, Carlos Ghosn arrived at Nissan with a mandate to save a company that was, by any honest measure, close to collapse. The Nissan Revival Plan he introduced was a structural reorganisation of how the entire company thought about itself. The Value Up programme that followed pushed every department to justify its existence in terms of efficiency and measurable results.
When everything changes, your story needs to change
by: Giuseppe CavalloPublished on: 30/04/2026A value proposition is a strategic document that organises your thinking about what you offer to whom and sets the necessary clarity for you to deliver on your promise. But a value proposition on its own cannot move anyone, because people do not make decisions in response to well-organised arguments: they make them in response to what they feel. Narrative builds the bridge between the two, translating strategy into emotional resonance.
Checking the machine: promoting your personal brand in times of change
by: Giuseppe CavalloPublished on: 30/04/2026A personal brand’s promotional system is a set of interconnected forces that work together like gears in a machine. The model I use to think about promotion organises these forces into four areas: attraction, reach, referrals and networking, each one a gear in the machine, and when the context changes the question is whether the whole machine is still turning in the right direction. I have explored the promotional system in depth in my book Descubre tu Marca Personal.
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