Branding Process – “Empathy” with Esteban Gonzales

This month’s session present the mentor Esteban Gonzalez who is a specialist for branding.

Understanding the clients through their behavior is not obvious and sometimes we need to investigate how they act in order to be part in their lives. In this video you will hear about the “Empathy process” of Esteban’s’ branding service, which he use to improve his customers revenue.

Empathy-Based Personas: Gaining a Deeper Understanding of Your Audience (Presented to Chicago Content Strategists) 

The Power of Empathy in a Big Data World (Presented to Chicago Interactive Design & Development Meetup Group)  

Innovative thought leader. Midwife to deeper and better consumer empathy, brand insights and creative ideas.


Brand Therapy is an insights, strategy and ideas boutique devoted to creating healthy, sustainable brand relationships. We help clients make better sense of their consumer research, establish a deeper empathy for customers, and develop authentic, profitable marketing platforms that delight and engage.