Name: Amanda Cuadra Incer
Business Name: Madre Consulting
Location: Managua , Nicaragua
Establishment (Year): 2016
Category: Advertising & Marketing
Profession/ Specialty: Brand strategy
Website: www.madre.consulting
Social Media: LinkedIn
Company Details
Madre, a brand consultancy firm based in Nicaragua, Central America, focuses on nurturing brands with strategic creativity to help them enter new markets, communicate effectively, and achieve optimal positioning. Their approach involves strengthening a brand's foundation to streamline all communication efforts towards achieving business goals. They specialise in six core areas:
Brand diagnosis
Brand strategy & conceptualization
Visual brand identity systems
Communication guidelines
Communication campaigns
Unique Selling Proposition:
Madre's unique approach blends rational and analytical processes with creative and innovative methodologies to identify a brand's "sweet spot." This sweet spot ensures brand authenticity while remaining relevant to the target audience and standing out from competitors. Everything they do is rooted in strategy, which then translates into creative ideas, referred to as "MADRE ideas" in Spanish. These ideas encapsulate what the brand does and why it's different and relevant, serving as the guiding light for visual identity, brand communication, and even business decisions.
Challenges Faced:
As the first brand consultancy firm in Nicaragua, Madre faced the challenge of educating clients about the importance of prioritising brand strategy, regardless of their stage in the brand journey. They demonstrated the potential missed by established brands focusing solely on superficial aspects. The initial years involved perfecting their processes and working with smaller budgets to build a portfolio showcasing their work. Just as things seemed promising, the country faced social and economic unrest, followed by the pandemic. These challenges forced Madre to adapt, requiring them to find new projects, focus on lead generation, and master remote networking. While challenging, this journey has led them to move from a 100% local portfolio to a 90% international clientele spanning the UK, US, Europe, and South and Central America. They often encounter scepticism regarding their understanding of local preferences and cultural nuances. However, they counter with their proven success in over 55 countries, highlighting the synergy created by combining their clients' industry and local expertise with their own brand strategy knowledge and unique outsider perspective.
Advice for Women Entrepreneurs:
Madre emphasises the importance of surrounding oneself with a talented team sharing your values and purpose. Having a trusted mentor and continuous learning through reading, listening, and following industry leaders are also crucial. They advocate for dedicating time to passion projects as a way to gain experience and build a portfolio. Finally, they believe in the power of self-belief and the importance of demonstrating it to others to gain their trust.
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