Jordi Mateu (Barcelona, 1968), CEO of Summa Branding, a pioneer in the creation, construction, and management of brands, argues that they are like people, they have personality and, therefore, it is dangerous to want to transform them or modify their essence. With clients ranging from Inditex to Seat, RTVE, Roca, CaixaBank, FC Barcelona, or the Kings League, he assures that in his business and to have more chances, in a world where people are saturated with information, "less is more" and that, in addition to a product or service, experiences must be sold.