“A brand has to convey trust in everything they do and everywhere they are, as people don’t buy anything they don’t trust.”
In the world of B2B energy, branding is often misunderstood as merely a logo or a color palette. For Francisco Vega, branding is far more visceral: it is an emotional construct bult on the bedrock of trust.
The Foundation: Trust as Currency
Francisco believes that a brand must convey trust in everything it does and everywhere it appears. He argues that people simply do not buy what they do not trust, even when their need is urgent. In his philosophy, every single touchpoint, from the layout of a technical document to the price of a product or a simple client email, is an opportunity to reinforce that trust.
He uses the analogy of high-end luxury to explain the weight of these details. If a luxury brand sends a bill that isn’t presented with care, the consumer thinks a little less of the experience. At Project 54, Francisco ensures that every budget, post, and communication reflects the high-level expertise the company provides.
From Startup Success to Global Vision
Francisco’s expertise isn’t just theoretical; it’s rooted in a history of successful entrepreneurship. While still an undergraduate in 2017, he identified an untapped market in Buenos Aires and founded Click Work, one of the city’s first co-working spaces.
- He built the brand, website, and digital marketing strategy from scratch.
- Within six months, the space was completely full and profitable.
- The project was a masterclass in introducing a new concept to an unknown market and building immediate credibility.
This experience shaped his primary strength as a Brand Manager today: the ability to maintain a global vision. He excels at balancing the day-to-day operations with the broader public perception and outreach, allowing him to identify critical situations quickly and apply creative problem-solving.
The AI Challenge: “Best Fit” vs. “The Winning Strategy”
As a digital native, Francisco is enthusiastic about the benefits of AI, but he is clear-eyed about its limitations in branding. He views AI as a powerful tool for cognitive offloading, taking the processing energy out of mundane tasks like reformatting or organizing data. However, he maintains that AI cannot yet replace the high-value “what to do” of a Brand Manager.
- The Middle Ground: Francisco believes AI looks for the best fit answer based on existing data, which isn’t always the best or most creative answer.
- Strategy Gaps: While AI can reframe a pitch, it cannot invent the unique strategy that makes it a winning one.
- Standing Out: In a crowded market, Francisco believes it takes smart people to truly stand out, as AI-generated assets risk becoming generic and automated.
The Pressure to Perform: Lessons from Formula 1
Outside of the office, Francisco is an avid follower of Formula 1, a sport he admires for its extreme accountability. “It’s not enough to know how to do it… you have to show up that day and do the thing and not f*** up,” he notes.
He translates this “pressure to perform” into his professional life. Whether it is presenting a pitch to a client or setting aside time for “deep work,” Francisco views these as performances that require focus and application in a real-time frame. It’s a mindset of constant readiness or as he often says, quoting a personal favorite: “Luck favors the prepared”.
