Miguel Yáñez


Strategy Positioning

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… the Strategy.

My colleagues say that I question everything and that I have the capacity to see things in new and opportunistic lights. They’re also glad to say I make the complicated simple.

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

First Strategy, then Communication.