First Group

First Group is a brand consultancy based in Madrid since 1992. We call it a cult consultancy: we help brands move from having customers to having believers, people who defend them as part of who they are. We work in four moves, always in the same order: - diagnosis of culture, category and desire; - the mythic core, what the brand believes and stands for; - the symbolic system: identity, language and rituals; - community. Diagnosis first, proposal second, with decision points agreed upfront. The person who presents the strategy is the person who thought it through. We have worked with brands such as Ferrari, Chanel, Porsche and BMW.