U.S. HISPANIC
Marcos Linares of Telcel: “Consistency and active listening are key to building valuable brands”.
María Alexandra Villasuso| 7 de marzo de 2025
In the world of marketing, building a strong and valuable brand is a challenge that requires strategy, innovation, and a deep understanding of the market. At the recent 2025 Kantar BrandZ Mexico edition, which recognized the 30 most valuable brands in the country that have managed to differentiate themselves, build equity, and remain relevant, PRODU spoke with Marcos Linares, Marketing Subdirector of Telcel, who shared his vision on the essential elements that make a brand a benchmark within its industry, after obtaining the 2nd place in the ranking.
CONSISTENCY AS A FUNDAMENTAL PILLAR
For Linares, consistency is the main differentiator of the most valuable brands. “It seems to me that the first thing is consistency. The brands that enter the Top 10 of the most valuable brands are characterized by being consistent all the time, by maintaining a clear line of how far we want to go and by making good use of our brand assets,” he explained.
In the case of Telcel, this consistency is reflected in its communication on key aspects such as coverage, speed, and network innovation. “We never stop talking about what is most important. When we launched the 5G network a couple of years ago, we highlighted its attributes and how the connection would improve the user experience,” he said.
LISTENING TO THE MARKET
According to Linares, another key to a brand’s success is the ability to listen to the market and evolve with it, always putting the customer at the center. “It’s a cliché, but when it’s really done with conviction, that’s when significant changes are achieved. Our premise is to observe how the market moves to be part of that transformation,” he mentioned.
The Marketing Subdirector of Telcel emphasizes the need to constantly evaluate advertising and communication strategies. “Every month we analyze our campaigns and their results. This allows us to identify where the market is moving and if it is the right time to launch certain initiatives. This ensures that our connection with customers remains strong,” he stressed.
THE ROLE OF ARTIFICIAL INTELLIGENCE IN DECISION MAKING
Technological advancement has provided key tools for optimizing marketing strategies, where people are moving faster and faster. “Fortunately, with artificial intelligence and data analysis platforms, we can obtain more accurate results in less time. For Telcel, the use of these tools allows a more agile reaction to market changes and consumer needs. We have a faster scale to work and adapt to the historical moments that are lived in the country. Brands like ours must be sensitive to these changes and learn to move accordingly,” he added.
RECOGNITION AS A RESULT OF CONTINUOUS EFFORT
Finally, Linares pointed out that Telcel’s recognition as one of the most valuable brands is the result of a well-defined strategy and constant effort. “It is a satisfaction to see that what we did in the last year and a half has paid off. We are understanding how people move and how we should evolve with them,” he concluded.
With a strategy based on consistency, active listening, and the use of innovative tools, Telcel remains one of the leading brands in the market, reinforcing its commitment to constant evolution and connection with its customers.
