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Can anger be an effective digital strategy? We explore the Cheaterbusters case, its impact on social media, and the key lessons about engagement, controversy, and brand credibility.

There are brands we all know. They're there, on the supermarket shelf, in the corner store's refrigerator, in a friend's hand. We see them, we recognize them, but we rarely stop to think about them. We know they exist, but we don't really know why they're in our lives. This was exactly what was happening to Saviloe, Quala's aloe vera drink in Latin America. And in Ecuador, it was little more than another beverage on the market. How do you revive a brand? That question became

In the summer of 2025, before the semester in which I finished my thesis, I completed a pre-professional internship at the Holiday Inn Quito Airport Hotel , located just 5 minutes away from Mariscal Sucre Airport in Tababela . This experience was truly fascinating, as it allowed me to closely observe the operational workings not only of the hotel industry but also the dynamics of sales teams in real-world settings. It was a unique opportunity to understand from the inside t

Sometimes, the best projects are born from the most practical needs. Between September 2025 and January 2026, I had the opportunity to collaborate with SieteE Group , a consulting firm, during the development of my thesis. What started as an academic exercise turned into a fascinating professional challenge: building the digital presence of a company that was already ready to take the leap from scratch. The Diagnosis: Offline Business, Online World. When I met SieteE Group, I