The Google Effect for Brands

Rodrigo Seoane, Creative, Barcelona

12 May 2017

Since September 2016 I’d got involved with some of the finest people and initiatives around the sharing economy, as an Ouishare contributor and with citizen sciences while helping to build awareness and a community of champions using the power of BigData analysis against the noise problem in Barcelona with the Making Sense project.

My learnings from this intense past period and the excitement of these amazing opportunities to shape a better future from the bottom up led me back to activate this blog to share some of my learnings around the emerging economy of peers and the rise of the platform business age.

I’m a creative designer with experience developing user-centered digital products and helping good ideas to spread. I believe companies must adapt in order to stay open and competitive. It’s a necessary transition and it’s already happening around you. Citizens not only customers are becoming an intelligent ecosystem and applying their knowledge of your product in real time and every now and then can also shift the fate of your brand. A powerful global conversation has begun. Through the Internet, people are discovering and inventing new ways to share relevant knowledge with blinding speed. As a direct result, markets are getting smarter— and getting smarter faster than most companies.

And this affects the balance of power between peers and organizations. The combination of
social and mobile means that any dissatisfaction can be amplified. More Internet, Social Media, Mobile Devices allow empower more access, more information, more choices, opportunities to give feedback.

I’m a standard Image Caption.

Photograph by Lorem Ipsum via Unsplash

A historic global culture shift is underway to harness the power of business to help address society’s greatest challenges and build a more inclusive economy. The Deloitte Millennials Report in 2013 showed that young people believe that the number one purpose of business is to benefit society, and the 2014 report showed that fifty per cent want to work for a business with ethical practices.

“We are not seats or eyeballs or end users or consumers. We are human beings – and our reach exceeds our grasp. Deal with it.”

People are refusing the simple role of customer and pushing companies to compete to be best for the world, and as a result society will enjoy as the Transparency and Accountability Initiative envision, a more shared and durable prosperity where citizens are informed and empowered; governments are open and responsive; and citizen engagement with government advances the public good. (Sounds utopian but it’s actually happening, and you can check here, or here.)

As we can notice, the complexity to develop solutions are growing fast, and the companies are understanding the necessity to have designers among strategic roles and apply the design thinking, into the core of business.

I’m a standard Image Caption.

Photograph by Lorem Ipsum via Unsplash

Design thinking, first used to make physical objects, is increasingly being applied to complex, intangible issues, such as how a customer experiences a service, or to create an appropriate brand package for your company, matching your vision with the right assets and strategy to communicate with your audience.

Those models—primarily diagrams and sketches—supplement and in some cases replace the spreadsheets, specifications, and other documents that have come to define the traditional organizational environment. They add a fluid dimension to the exploration of complexity, allowing for nonlinear thought when tackling nonlinear problems.

This innovative concept of empowering people’s lives is spreading fast. The expectations are growing as well. The poor and the marginalized are benefiting from this idea. Across the world, attitudes are changing. Old certainties about tightly defined roles for government, civil society and business are dissolving. Social sector organizations are becoming more businesslike,
and business is looking ever more to delivering sustainable value.


I firmly believe in this transformation and so I am introducing a new consulting service to introduce social impact models to your business. Models of Impact is an ongoing research project that aims to document every model of impact that organizations leverage in order to drive business, create impact, and enable legacy.

And you can have access to this methodology through an online session to work using our developing tools that make it easy (and fun!) to design disruptive business models.

Good brands are more than products. Great brands fulfill customer dreams and generate impact for people and the world.

Successful purpose-driven organizations have passion but it’s not for their idiosyncratic idea or the way they do business. It’s for seeing a problem and providing a solution. They are passionate about reaching the destination, not their particular patented route.

I thrill to develop great projects into connected brands. For the past 15 years, I’ve collaborated with a variety of companies, from large international corporations to small start-ups. This allows me to understand how to help SMEs establish a remarkable visual identity and in collaborating with multinationals using UX to strengthen their brand image but it also showed me that a high-end branding package can be too much for a project in an early stage or in searching for funding.

Thinking on that issue I’ve transformed my whole business model as a freelancer, and create an offer for these SMB/startups initiatives, creating a Logo Package on a ´pay-what-you-want´ basis, to allow them to have a high-quality logo and help them pursue their goals.

And my goal is to give my two cents of help as much as I can to the coolest and impactful projects happening in every corner of the world and come back here to my personal online headquarter and share my experiences and learnings with you.

Thanks for reading until here and for spreading the news.