the marketing dictionarya lab for new meanings
Let's call things
by their name.
Every word hides a way of understanding the world. Tap each concept and see what happens when we change the frame.
0 of 6 words redefined
Changing the words changes the frame. And changing the frame is where everything starts to move.
And in your organisation — where do we start? →service cataloguestarting points
Where do we start?
How does it take shape? A project with a beginning and an end, ongoing support, or bespoke training. We decide in the first conversation, based on where you are.
methodologya way of working
Four movements
No two processes are alike. But they all pass through here.
Listening
Before the messages come the questions. Listening means understanding the context, the tensions, the silences and its own language.
Ordering
Turning complexity into direction: story, goals, priorities and shared decisions.
Activating
Ideas transform when they find a way to take shape. In a plan. In a campaign. In a workshop. In a decision.
Caring
Sustaining the bonds, the judgment and the learning. What moves needs caring for.
No communication is neutral.
Everything communicates. Silence too.
the revolutiona tool
AI without losing your head. Or your soul.
- Don't let AI think for you. Use it to think better. Technology should widen our capacity to think together — never replace it.
- What can't be automated is judgment. That's why I work on team culture before tools: the why first, the how after.
- No tool is neutral. Who makes it, what it's trained on and what it's used for are political questions too. Let's face them head-on.
What I do
- A diagnosis of uses and opportunities in your context
- AI workflows: processes, templates, flows and automations
- Training so the team comes out autonomous — not dependent
professional profilea person, like you
Hi, I'm Marta.
I come from the field, not from theory. Nearly twenty years inside social organisations have taught me how a cause sounds when it finds its words — and what's lost when it doesn't.
My work begins before the messages: reading the context, understanding what's at stake and ordering the meaning. Then, yes — the story, the campaign, the training or the system that sets it in motion.
«The organisations that adapt best aren't the ones that run fastest: they're the ones that are clear about who they are.»
The path
Nearly ten years leading communication, fundraising and advocacy at Arrels Fundació — we doubled private income and drove campaigns of major social mobilisation. Before that: Engineers Without Borders, SETEM Catalonia and the Solidarity Economy Network, among others. And always teaching: at Torre Jussana, town councils, federations and universities.
Now — Metzineres: communication, advocacy and fundraising in defence of rights and harm reduction · Consorci Sant Gregori: creating an online training programme in the field of intellectual disability · YogaOne: strategic consulting and training coordination.
contentshared knowledge
What I do and share.
«We build the communication plan with artificial intelligence: practical, ethical training for communication teams and boards. AI in the service of more strategic, more human communication — not the other way round.»
see the training → training programme · Calvià Town Council«Artificial intelligence applied to institutional communication: five sessions so the communication team comes away with its own plan, style guide, editorial calendar and AI workflow — built on its own reality, not in the abstract.»
see the programme → spokesperson training · CEESC«Communication with impact for political advocacy: public speaking, speech structure and inclusive language to strengthen the collective voice of social educators.»
see the presentation → educational community · Escola Pia«From communication to transformation: story, reputation, coherence and purpose with the communication teams of Escola Pia de Catalunya, Catalonia's Piarist school network. Communication as a teaching tool.»
see the session →one last redefinition
You're not a lead.
You're a conversation that's just beginning.
If there's a cause, a team or a change you care about, write to me. I read and reply myself — no filters, no automated answers.
Or directly: hola@martapulgar.cat · LinkedIn