Alfredo Muccino at TEDx Patagonia.

Speaking at TEDx Patagonia was an honor


A few years ago, the government of Chile invited Alfredo Muccino and his friend and former colleague Marty Neumeier, the author of The Brand Gap and ZAG, to travel to Santiago for Chile’s very first Conference on Entrepreneurship and Innovation. Marty and Alfredo had the opportunity to deliver two talks at TEDxPatagonia and they had a special meeting with the President of the Republic to discuss how Silicon Valley innovation could transform the country of Chile.


Chile’s government makes innovation a top priority

The government of Chile organized the first ever national Conference on Entrepreneurship and Innovation. The conference took place in November 2012 at the same time as Chile Design Week, and it included a tradeshow featuring resources for entrepreneurs, presentations by global experts on business and innovation, and workshops where local business leaders could participate in hands-on learning sessions.

Alfredo Muccino was invited by the government to deliver presentations and workshops, along with his former colleague, Marty gave a workshop on Design Thinking to a group of almost 200 peoplee, while Alfredo Muccino, delivered a workshop about “Creating a Culture of Innovation” – where the attendees learned that it’s important to start with a clear sense of purpose and then learned ways to eliminate the many barriers to innovation.


It’s not every day you get to meet a head of state and talk about design.

The trip to Chile was nothing short of amazing. We had the honor to be invited to a meeting with President Piñera at La Moneda – the official residence of the President of the Republic of Chile. President Piñera is a multilingual, Harvard educated former entrepreneur and university professor who has amassed one of the world’s biggest fortunes thanks to his successful business ventures. He was one of the owners of LAN (Chile’s biggest airline) and he was the man who introduced credit cards to his country. Because we came from Silicon Valley and because he wanted to make Chile into a center for innovation, President Piñera was interested in our insight about innovation and transformation. During our meeting we had a short chat about design thinking, and how to attract and nurture the best talent, then we drank some coffee and took a couple of pictures.

When this trip took place, Alfredo Muccino was the Chief Creative Officer of Liquid Agency, the company he cofounded in 2000. Under Alfredo Muccino’s creative stewardship, Liquid Agency grew to become one of the most respected agencies in Silicon Valley. He left Liquid Agency to start Solid Branding.

Other Articles

This cannabis brand gets high marks for great design

This cannabis brand gets high marks for great design

Ted Holladay, our Strategic Partner / Director of Brand Design knows how to take branding to a higher level.

Read more
How Five Lakes got an award-winning brand make over

How Five Lakes got an award-winning brand make over

Take a peek behind the scenes at how Solid gave this fast growing services company a complete brand refresh.

Read more
San Jose Jazz will soon have a new website

San Jose Jazz will soon have a new website

Solid Branding has been working closely with the team at San Jose Jazz to deliver an improved website experience.

Read more
  • Want to build your brand value?

    We help companies define their positioning strategies, craft compelling brand storytelling, execute brand communications, and deliver public relations programs that build awareness, differentiation and preference. Let’s discuss your business objectives and see how we could help you achieve them.


  • Leave a Comment

    Your email address will not be published. Required fields are marked *

    This site uses Akismet to reduce spam. Learn how your comment data is processed.

    Scroll to Top

    Want to stand out
    from the rest?

    Launching a new brand or need a brand refresh? We can help you generate interest, establish differentiation and create preference over the alternatives. Submit this form, and we will get back to you to discuss your objectives.