Margarita Fries

“When we are not buying a feeling, we only solve price and comparison. A successful brand is a business decision that pulls you out of the ocean of price undercutting.”

The story of an expert who helps companies and individuals build strong brands and proves that even small brands can be big if they have a powerful story. Our guest is Margarita Freeze, a renowned specialist in branding, marketing, and brand strategy. In this open interview, she deconstructs the myth that a brand is more important than the product itself and demonstrates how to build a truly complex and functional business ecosystem.

We dive deep into buying psychology and human emotions. Margarita explains why, although we all try to make rational decisions, emotions and feelings always win first from an evolutionary and biological standpoint. You will discover the critical role of first impressions, how to build a memorable brand through consistency, contrast, and physical availability, and why a single fatal mistake in crisis communication can end the reputation of premium services.

We will explore the exact moment an ordinary company becomes a real brand validated by its customers. Margarita shares practical advice on why you should never start with creating a name and a logo at the very beginning, but rather build the foundations on a solid business vision, market analysis, and a strategy that ensures your brand's longevity and ability to adapt to changing times.