Before it was a method,
it was a life.
I’m Lorena Gómez, PhD. Brand strategist, researcher, mom. This is the story of how twenty years of marketing and one persistent question became Brand Intelligence.
For twenty years, I built brands the way the industry taught me: research, positioning, campaigns. It worked. Brands grew. Clients were happy.
And still, something kept bothering me.
Two brands could follow the exact same strategy — and one would connect while the other stayed invisible. The difference was never in the plan. It was in something the plans didn’t measure: emotion.
Most consultants noticed it and moved on. I couldn’t. So I did what a stubbornly curious person does with a question that won’t leave:
I turned it into a doctorate.
A PhD in international marketing, focused on emotions and branding. Years of research to understand — scientifically — what makes a human being trust a brand. Not guess. Understand.
“Emotions are tools for action, not obstacles.”
That’s the title the European Commission chose when they interviewed me about my research this year. It also happens to be the belief underneath everything I do.
As a researcher at the EU Knowledge Hub on radicalisation, I study how emotions and stereotypes shape the prevention of youth radicalisation. Our core argument: radicalisation has been only partially understood — because the emotional and sociological dimensions of a person were missing from the picture. Our work gives practitioners a dual framework, grounded in strong theory, to finally put those dimensions into practice.
In other words: my research helps Europe understand what truly moves a human being — before behaviour, before words.
Why does that matter for your brand? Because when I tell you emotion is strategy, it isn’t a slogan. It’s my field.
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I felt truly seen and deeply heard in a way that’s rare and incredibly meaningful. Lorena didn’t just listen — she really understood me, and reflected back what I was trying to express, sometimes even more clearly than I could myself. It marked a real turning point in my journey.
Maria Antonieta Guillaumet
What I believe
“People don’t connect with perfect brands. They connect with true ones.”
“Entrepreneurship should support life. Not replace it.”
“Strategy can be soft — and still be strategy.”
“Emotion isn’t the opposite of intelligence. It’s where intelligence begins.”
Twenty years. One doctorate. One method.
Everything I learned — in boardrooms, in research, in my own business — became Connecting Brands with Hearts: a guided journey in three stages.
Character
Uncover who your brand truly is.
DNA Strategy
Turn essence into structure: voice, values, positioning.
Connection Path to the Heart
Connect deeply with the people you’re meant to serve.
Not theory. A method — refined with real women building real brands, in an intimate group where nobody is a number.
Explore Connecting Brands with Hearts
And when the laptop closes —
I’m a mom. My best strategic thinking has happened between school runs, and some of my worst ideas looked great on a whiteboard. I built LOGOZ around my life — not the other way around — and that’s exactly what I want for you.
If any of this sounds like the conversation you’ve been waiting to have, start here: