“Think of this as a human body,” says Javier González. In front of me is essentially a metal box on wheels. Standing at around a meter in height, it reminds me of a stainless-steel counter in a restaurant kitchen. It is covered in flexible plastic tubing—which act as veins and arteries—connecting a series of transparent…
From taking on the right franchisees, to both crafting and maintaining brand identity, to rigorously managing all content (particularly social media), there can be only one prime marketing mover, and it sits at the top.