[MUSIC] Hello everyone. In the past two sessions, we've been looking at what is a brand and how brands are built. In those sessions we saw how brands are what other people say about you when you're not in the room, as Jeff Bezos from Amazon states. Or that brands are a collection of gut feelings, and that the way we relate to them is purely emotional, pretty much the same way as we relate to people. We are standing here today in front of my favorite brand. Yes, you've guessed it. My favorite brand is a food company, with healthy, authentic all-day food. It's pretty known unknown outside Madrid. But for those of you who have traveled extensively and who love New York or London, Seattle or Vancouver, Panela & Co is not unknown. Indeed, when you walk into Panela & Co, you forget you're in Madrid, all together. It felt that way the first time I walked into the shop. It felt familiar. I had lived in London for over 10 years. And I felt I was back on Marylebone High Street. Everything about Panela felt like home, even in the first visit. So I started to spend time here, and I spent hours on end here. I eat here, sometimes I work here, I meet my friends here. I have even interviewed for a job here. The food is only part of the reason. It is truly delicious, authentic tastes and of the highest quality. I found here the same high quality Eggs Benedict, I had had in New York or London. The meatballs recipe has been handed down through generations and that's exactly what they taste like, like love, not to mention, the excellent tea. Starbucks just doesn't compare. And in a city where tea is served in a glass with tepid water, to find a truly delicious mug of tea, well, this is just bliss. And I just love that the moment I walk through the door, I am Maria. And they call me by my name. They anticipate what I will order, they will always have new suggestions and they always treat me like I am the most important customer they have. Guess what? I probably am, but I'm not the only one. Each of us feels that special, and when I walk in, I just love the furniture. I love that the table is vintage. I love that music lists change with the hours of the day. There is nothing about Panela that I don't admire and love. And I have not been to any other place in Madrid where I feel the same way. I love honest greens, and they also have authentic healthy food and a New Yorky vibe. And I love. Perhaps it is even more healthy, but I only feel at home in Panela. It is authentic and honest, and consistently good, very trustworthy. Now if you think about our session on how brands are built, in this rather emotional account, I have spoken about all the key points. Panela is different to me, emotionally different. It is incredibly relevant. They have the type of food I crave, and they cater for all of my intolerances. The quality is outstanding and so is the customer service, which reinforces my esteem for the brand. And the visual cues, the tables, the music, these elements of familiarity allow me to recognize and live the brand. It will be our duty to think about brands in this way and learn to recognize the different elements that make a brand. We will do this in detail in the third module. But for now, let me reassure you, Panela is a brand, and I love this brand. The exact opposite happens to me when I step into a Ryanair flight. Unfortunately, I profoundly dislike this brand. And I have been a regular customer for some time right at the very beginning. I would hop in a Ryanair flight because it was cheaper. And that was it, it was cheaper. All the rest was just uncomfortable, unfair, unreal, and incredibly cheap. I have ended up miles away from my real destination because the airports they land in are not the primary airports for that city. I have felt like the most wanted terrorist on Earth, because my luggage was not the right size. I have felt unsafe with the plastic yellow seats. And I have felt cheated for having to pay for my seat, this should be an essential right when you travel, like when you do in a bus. Same thing for the luggage. I have felt bothered, annoyed, when they have woken me up several times to sell me bingo cartons or menthol cigarettes and when they have blown the horn on the trumpets, if we landed on time. Nothing is right for me when I travel Ryanair. In fact, I don't even pay Ryanair. I pay Iberia or British Airways, thank you very much, where I feel safe and I feel treated like a person. Can you think of your favorite brand and your most disliked brand? Come on, you sure have one. [MUSIC]
