Marketing

Master brand positioning and storytelling from a strategic and executive perspective. It’s not just about campaigns; it’s about building authentic narratives backed by marketing analytics to truly connect with audiences. Discover a critical view that prioritizes strategic consistency and long-term impact over short-lived tactics.

A hand holding a phone showing a QR ticket at the entrance to an event

From Bootleg to Digital Add-Ons: Why Live Music Economics Needed a Fifth Revenue Layer

Every concert sells something beyond the ticket, and part of it is now digital: the recording of your own night, a livestream, an archive subscription, an access right. In a revenue per attendee model it is the fifth layer, after ticketing, VIP packages, merchandising and food and beverage. What pushed the business to build it is that recorded music no longer works as an income line for almost everyone who makes it. What the layer sells, where the money ends up, and what still holds it back.

Concert merchandise stand with band t-shirts and caps at a market

The Economics of Concert Merchandising

The concert merch stand has become a full retail store: a catalog anchored by the tour t-shirt, several selling windows, card payment that lifts spending, and the pull of owning “I was there.” A look at how it is priced, run, and shared with the venue, and why merch is a real layer of live-music economics.

Bolsos de diseño falsificados a la venta en un puesto callejero

Your Counterfeit Buyer Could Afford the Real Thing

The propensity to buy a counterfeit is not explained by price alone. It depends on whether the brand is premium or luxury, on whether the buyer could afford the original, and on whether they wanted that specific brand or just an alternative that met the need on a functional or aspirational level. These are the nuances that decide whether that demand is recoverable or the brand should write it off from the start.

Trade show floor with exhibition stands — Event Profit Simulator© by Oriol Guitart

Event Profit Simulator©: From Spreadsheet Chaos to Real-Time P&L Thinking

The best tools come from watching how people actually work. Event Profit Simulator© was built from direct observation of how marketing teams manage event economics and what standard platforms consistently leave open. A real-time P&L simulator for trade shows and proprietary events, built to shift mindset as much as numbers.