#81Pablo Castellano Alventosa: How to Build a Brand with Personality

Spotify

From McCann Intern to Founder of Goodness Prevails

Pablo Castellano began his career in advertising almost by accident, joining McCann as an intern. Since then, he’s spent over 20 years navigating the worlds of business, creativity, and communication, working with agencies like Contrapunto BBDO and Social Mood.But his career hasn’t been a straight line. Pablo admits to having gone through several existential crises within the industry:

“You find yourself presenting campaigns and thinking, what am I even doing here?”That realization led him to co-found Goodness Prevails with Jaime Bisbal (former BBVA), a creative firm for progressive brands—companies that seek to do good while doing well.

“We don’t work with NGOs; we work with brands that make progress”

Goodness Prevails was born from a clear philosophy: it’s not about saving whales—it’s about helping businesses that genuinely create positive impact.

“We like brands that progress certain things—not out of ideology, but out of purpose,” says Pablo.Their website perfectly embodies that ethos: bold, unconventional, and far from the polished sameness that dominates the industry.

Brand Personality as a Competitive Edge

For Pablo, personality is the ultimate differentiator:

“The biggest impact comes from attitude. There are so many brands saying the same thing that only the truly distinct voices stand out.”

The strongest brands, he argues, aren’t the ones that spend the most, but those that express a coherent, consistent personality. Like a film director’s unique style, a brand’s identity should evolve, experiment, and embrace nuance. Castellano’s work focuses on crafting tone, behavior, and voice—the elements that truly set a brand apart.

AI, Communities, and the Importance of Human Judgment

Pablo warns against relying blindly on AI tools:

“Clients come to us with brand positionings made by ChatGPT. Sure, it produces a document—but you need judgment to find what’s truly valuable.”

The challenge isn’t using technology, but developing the ability to filter, interpret, and apply it.He compares social platforms to “empty streets”: their rules keep changing to capture attention, forcing brands to adapt constantly. The winners are those who combine authenticity with entertainment value—who understand how people actually engage.

From Corporate Messaging to User Power

According to Pablo, the balance of power has shifted:

“Your brand image no longer depends on what you say—it depends on what shows up in Google reviews or Instagram comments.”

Modern brands thrive on transparency, honesty, and action. It’s not about storytelling anymore—it’s about storydoing.He also notes the rise of creators turning into brands, leveraging their audiences to launch products. In a decentralized era, authenticity beats advertising.

“Our mantra is: don’t hire”

Goodness Prevails operates with a radical principle: no full-time employees.

“There’s more talent outside the system. We collaborate with amazing freelancers—often better than those inside agencies.”

This flexible model allows them to stay lean, creative, and sustainable—growing by value, not by headcount. It’s a conscious rejection of the “hire fast, burn out faster” culture.

Human Intuition vs. Artificial Intelligence

Pablo believes that what truly sets humans apart is intuition:

“What saves us from AI is human stupidity—in the best sense of the word. That irrational instinct that says, ‘I don’t know why, but let’s try this.’”

Goodness Prevails focuses on strategic thinking, creativity, and intuition—the kind of insight no machine can replicate. For Pablo, the future of creativity isn’t in production speed, but in meaningful interpretation.

Working—and Living—with Purpose

In the final part of the conversation, Pablo reflects on the future of work:

“We’ve mocked influencers, but they’re years ahead. Elon Musk is stronger than Tesla; Jeff Bezos is stronger than Amazon. People are more powerful than corporations.”

He predicts a shift toward individual-led ecosystems—where personal brands and micro-businesses thrive over large, rigid structures. A vision that echoes Nomu Labs’ own belief: technology should empower people, not replace them.

Useful links

• Pablo Castellano on LinkedIn

• Goodness Prevails