{"id":8291,"date":"2025-09-22T12:39:09","date_gmt":"2025-09-22T10:39:09","guid":{"rendered":"https:\/\/primeroestrategia.com\/people\/miguel-yanez\/"},"modified":"2025-10-09T13:21:20","modified_gmt":"2025-10-09T11:21:20","slug":"miguel-yanez","status":"publish","type":"page","link":"https:\/\/primeroestrategia.com\/en\/people\/miguel-yanez\/","title":{"rendered":"Miguel Ya\u00f1ez"},"content":{"rendered":"

Miguel Ya\u00f1ez<\/strong><\/p>\n<\/div><\/div><\/div><\/div><\/div>

<\/span><\/div>
<\/div>

Transformation<\/p>\n<\/div>

Strategy Positioning<\/p>\n<\/div>

<\/i>Back<\/span><\/a><\/div><\/div><\/div>

I created PrimeroEstrategia because I saw how companies wasted money on advertising where the message to consumers was off-target, irrelevant, or lacking in originality. From within, I witnessed how marketing initiatives were destined to fail due to executives rushing bull-headed into projects without rigurously analysing the customer, the competition, the market\u2026 the Strategy. <\/p>\n

My colleagues say that I question everything and that I have the capacity to see things in new and opportunistic lights. They\u2019re also glad to say I make the complicated simple. <\/p>\n

More than 20 years experience in strategic, marketing, branding and communication.<\/p>\n

More than 20 years experience in strategic, marketing, branding and communication, I\u2019ve worked for all types of sectors and brands\u2026companies, NGOs and even tourist destinations (Chile, etc.). I have participated in the launch\/ re-launch of successful brands such as Airtel (today Vodafone), Retevisi\u00f3n, BBVA real estate, Citizens, Nox. Also in the repositioning of brands such as Puerto de la Cruz, Esade, Orange, Sol beers. <\/p>\n

First Strategy, then Communication.<\/p>\n<\/div><\/div><\/div><\/div><\/div><\/p>\n","protected":false},"excerpt":{"rendered":"","protected":false},"author":1,"featured_media":0,"parent":8284,"menu_order":0,"comment_status":"closed","ping_status":"closed","template":"100-width.php","meta":{"footnotes":""},"class_list":["post-8291","page","type-page","status-publish","hentry"],"yoast_head":"\nMiguel Ya\u00f1ez - Primero Estrategia<\/title>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" \/>\n<link rel=\"canonical\" href=\"https:\/\/primeroestrategia.com\/en\/people\/miguel-yanez\/\" \/>\n<meta property=\"og:locale\" content=\"en_US\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"Miguel Ya\u00f1ez - Primero Estrategia\" \/>\n<meta property=\"og:url\" content=\"https:\/\/primeroestrategia.com\/en\/people\/miguel-yanez\/\" \/>\n<meta property=\"og:site_name\" content=\"Primero Estrategia\" \/>\n<meta property=\"article:modified_time\" content=\"2025-10-09T11:21:20+00:00\" \/>\n<meta property=\"og:image\" content=\"https:\/\/primeroestrategia.com\/wp-content\/uploads\/2025\/11\/primero-estrategia-logo.jpg\" \/>\n\t<meta property=\"og:image:width\" content=\"1200\" \/>\n\t<meta property=\"og:image:height\" content=\"675\" \/>\n\t<meta property=\"og:image:type\" content=\"image\/jpeg\" \/>\n<meta name=\"twitter:card\" content=\"summary_large_image\" \/>\n<meta name=\"twitter:site\" content=\"@primeroestrateg\" \/>\n<meta name=\"twitter:label1\" content=\"Est. reading time\" \/>\n\t<meta name=\"twitter:data1\" content=\"16 minutes\" \/>\n<script type=\"application\/ld+json\" class=\"yoast-schema-graph\">{\"@context\":\"https:\/\/schema.org\",\"@graph\":[{\"@type\":\"WebPage\",\"@id\":\"https:\/\/primeroestrategia.com\/en\/people\/miguel-yanez\/\",\"url\":\"https:\/\/primeroestrategia.com\/en\/people\/miguel-yanez\/\",\"name\":\"Miguel Ya\u00f1ez - 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