Mary de Sojo Branding & Marketing

Mary de Sojo Branding & Marketing El Arte de Crear LOVE BRANDS a través de una Comunicación Estratégica conectando con las Emociones y generando valor. + de 25 años de experiencia

🔹STEWARDSHIP-  What does stewardship mean for a brand?The responsibility to protect, strengthen and transmit value over ...
10/06/2026

🔹STEWARDSHIP-  What does stewardship mean for a brand?

The responsibility to protect, strengthen and transmit value over time.

- Not only to customers.

- But also to communities.

- And future generations.

- Care for reputation.

- Care for craft.

- Care for what will remain long after us.

In the coming months, stewardship will become a recurring theme across many of our conversations.

Not as a category.
But as a way of thinking about brands built to endure.

Mary de Sojo
Brand Counsel

◆THE BRIEFThe window wasn't what held my attention.The space around it did.Perhaps because it reminded me of something I...
03/06/2026

◆THE BRIEF

The window wasn't what held my attention.

The space around it did.

Perhaps because it reminded me of something I have observed throughout the years:

Some of the most important decisions are invisible.

- The opportunity not pursued.

- The product not launched.

- The trend not followed.

Over time, these choices shape the value a brand creates.

◆Value is built through selection.

Mary de Sojo
Brand Counsel

The Art of Creating Love Brands



AI-assisted visual composition, refined through artistic direction.

🔹Brand Direction - Recognition vs.AttentionAttention is easy. Aesthetic is easy. Recognition is harder.Especially for pr...
28/05/2026

🔹Brand Direction - Recognition vs.Attention

Attention is easy. Aesthetic is easy. 

Recognition is harder.

Especially for premium and emerging luxury brands trying to stay visible without losing recognisability.

Because people may remember a campaign. But what they truly recognise is a brand that still feels like itself – every time it appears.

Does your brand feel recognisable beyond the attention it receives?

Mary de Sojo
Brand Counsel

Brand Lens🔹Some brands communicate.Others build systems.Monocle is not just a media brand.It operates as a structure.Rad...
18/05/2026

Brand Lens

🔹Some brands communicate.
Others build systems.

Monocle is not just a media brand.
It operates as a structure.

Radio, retail, cafés, products,  not as extensions, but as expressions of the same logic.

- A clear point of view.
- A consistent voice.
- A coherent world.

That’s what allows expansion without losing identity.

Mary de Sojo
Brand Counsel

Images courtesy of Monocle

🔹The discomfort of choosing one direction.You as a founder , have you ever felt that defining a clear direction means le...
14/05/2026

🔹The discomfort of choosing one direction.

You as a founder , have you ever felt that defining a clear direction means letting go of possibilities that still feel right?

- Not wrong.
- Not irrelevant.
- Just… not aligned enough.

That’s where it becomes difficult.
Because the challenge is not a lack of ideas, it’s having too many that could work.

When working with founders, this is where the conversation shifts.

Direction is not about exploring everything.
It’s about deciding what truly matters.
And accepting what is left behind.

🔹The brands that endure are not built on everything they could be, but on what they choose to become.

Mary de Sojo
Brand Counsel

🔹The Brief — a quieter way of looking at brands.A question worth sitting with.Mary de SojoBrand Counsel
07/05/2026

🔹The Brief — a quieter way of looking at brands.
A question worth sitting with.

Mary de Sojo
Brand Counsel

🔹Brand ReflectionsNot everything a brand does builds equity.Some decisions quietly erode it.Clarity protects meaning, sh...
05/05/2026

🔹Brand Reflections

Not everything a brand does builds equity.
Some decisions quietly erode it.

Clarity protects meaning, sharpens positioning and gives a brand the confidence to know what not to pursue.

The strongest brands are rarely the ones doing more.
They are often the ones doing less with greater intention.

Mary de Sojo
Brand Counsel

29/04/2026

🔹Brand Elevation

If you are building a premium brand, experience is never secondary.

Your product may attract attention.Your experience defines what people remember.

Because what people feel becomes what they value.

Mary de Sojo
Strategic Brand Advisor

◇Visual concept developed through AI.


🔹Brand DirectionRetail is where presence becomes perception.Many brands invest in retail thinking it will strengthen the...
23/04/2026

🔹Brand Direction

Retail is where presence becomes perception.

Many brands invest in retail thinking it will strengthen their positioning.

But retail is not just about being seen. It is about how you are perceived.

A store can elevate a brand. Or quietly weaken it.

In my work, I often see this tension: brands expanding retail presence without defining the experience they want to be known for.

🔹This is often where the real challenge begins.

Over time, perception becomes fragmented.

Because retail does not define your brand.
It confirms it.

Mary de Sojo
Strategic Brand Advisor


◦ Brand LensWhat makes a brand endure beyond trends?Some maisons don’t just evolve, they protect something essential.●Ch...
21/04/2026

◦ Brand Lens

What makes a brand endure beyond trends?

Some maisons don’t just evolve, they protect something essential.

●Chaumet is one of them.

From Place Vendôme to its ateliers, everything feels intentional, coherent, and quietly powerful.

Not because it follows change.But because it understands what should never change.

Its language -  nature, the bee, imperial symbolism - has not changed.
It has been refined.

How do you evolve without losing legitimacy?

◦ For emerging luxury brands, this is often the real challenge.

Mary de Sojo
Strategic Brand Advisor

Images courtesy of Chaumet


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