Courage

Roberto Ramos

About Roberto Ramos

Roberto Ramos is CEO & Chief Creative Officer, The Ideatelier. The Ideatelier works with ambitious brands to unlock innovation and creativity at the intersection of culture and business, with a focus on cultural forecasting and strategies, opportunity mapping, innovation and concept development, and breakthrough branding and marketing that moves people. www.theideatelier.com

The Culture Power Brand. Designing Brands That Move People.

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We are living in extraordinary times as we come out of a once-in-a-lifetime collective reset. And as we heal, recalibrate, and seek joy, we are prioritizing experiences that move us. Great retail can do this through breakthrough products that speak to our multi-hyphenated needs and superior brands that build on functional excellence and imbue it with emotional and creative meaning by tapping into the big-picture power of culture. Brands that connect the dots and deliver on all these fronts are hard to displace. Culture, the sum of …

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A Forward Look 2021

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We will be in reset mode in 2021. The past decade was characterized by a predictable digital wave putting the consumer front and center in the creation of culture and commerce. New brands and business models surfaced to address this new framework, disrupting laggards while creating newly minted heroes. A lot of what came from this digital boost has been very good, such as the rise of personalization, self-expression and community building. A lot of it, unfortunately, not so much, starting with the poor state of our mental health tethered to a …

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FlexState: Thriving in the Age of Disruption

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In a world of increasing algorithm-driven precision, instability is still ironically, or perhaps understandably, a persistent form of normal. It seems that shocks to the system, outliers and inherent human fear of change are triggering wild swings across the board. We see this volatility most prominently in the powerful anti-establishment waves that have ushered in radical voices in governments around the world. We also see it in the continued disruption across industries powered by the combination of digital and social media, lower barriers …

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The Cultural Mic Drop: Harnessing the Power of When

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It takes precise intuition to own a conversation these days. In a sea of re-tweets and short-lived news cycles, there is power in making a clear, definitively timed statement. The art of "when" is more important than ever as consumers who are time poor and experience hungry are looking for meaningful things that stand out. For brands that want to truly engage, it means becoming more creatively intuitive, coveted and time-sensitive, plus relevantly bold in everything they do. Thus, the mic drop, an experience so staggeringly powerful that the …

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In the Day of Digital, Retail’s Very Human Problem

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We have all been there. The minute you decide to abandon the items you were thinking of buying because of a long line. Or the turn-off moment when the customer service person simply does not live up to that promise. Multiply moments like this times a million-plus when a brand ignores you and you have a sizeable reason for retail’s dismal state. Consumers have simply walked away from slow-moving cashier aisles and irrelevantly timed merchandise into Amazon and its brethren. The balance of innovation, creativity and performance has swung …

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Powerbranding for New Retail

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“What do you bring to this party?” This is the very direct and consequential challenge consumers are posing to brands today. Empowered with an increasingly sophisticated eye and shiny new filtering tools, these new no nonsense consumers are precisely editing what they buy, and blocking out most products, brands and experiences they don’t relate to. Many brands and stores have fallen by the wayside due to this powerful moment of reckoning. And who can blame these consumers for locking out noise that is irrelevant as they react to a flurry of …

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Retail’s Creative Destruction Spawns a New Commerce World Order

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Contrary to the creative perception most people have of the fashion and retail industries, the biggest challenges facing these industries are institutional risk aversion and, for many, a lack of creativity. While a cautious attitude is warranted given all the recent setbacks both industries have faced, an innovation and positive-attitude reset is required to take advantage of the opportunities ushered by retail’s evolution. No winning brand ever said, “Stick with the status quo.” The case for change is critical given the big tidal wave …

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