Elena Moss

Your biggest problem

It’s the lack of

coherence

Companies don’t lose value only because of financial problems.

They also lose value when there is a lack of coherence between who they are, how they operate, what they communicate, and how the market interprets them.

Schedule strategic conversation

Your company is not what it communicates.

It is what the market interprets.

Do you recognize any
of these symptoms?

Your teams are working like fiefdoms.
Executives compete against each other.
Sales teams are under constant pressure.
Lots of activity and little direction.

Communication focused on visibility, not strategy.
High marketing investment, low conversion.
A constant feeling that something is wrong, but nobody knows exactly what.

If you recognize several of these symptoms, you’re not seeing the problem.
You’re seeing its consequences.

Architecture and infrastructure of corporate reputation

The Invisible Disarray

Throughout my professional career, I have observed that a lack of coherence between what a company claims to be, how it operates, how it communicates, who communicates on its behalf, and how the market interprets it creates friction.
This leads to reactive decisions, fragmented leadership, stagnant sales, and marketing and communication budgets that never seem to be enough.

AIRE helps you create internal coherence so that your company is consistently understood by the market and your marketing and communication investments become more efficient.

Let’s Talk About Your Reputation
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Elena Moss

Who am I?

I worked in advertising for 10 years before becoming independent and founding MulticomHBP, a strategic communication company. Although my clients often came to me for marketing campaigns, I developed integrated marketing and advertising strategies through a strategic communication approach.

Over time, I realized that advertising alone was not enough. There was a disconnect between what advertising promised and what the company actually delivered.

As a student of Justo Villafañe, a pioneer in reputation and corporate image in Spain, and Joan Costa, one of the leading authorities on identity and strategic communication, I came to understand the source of this disconnect: the lack of coherence between what a company said it was, what it actually did, and how it communicated.

My understanding of reputation and corporate intangibles deepened during the eight years I led MERCO Bolivia, the Corporate Reputation Business Monitor. Its founder and director, José María San Segundo, taught me the strategic dimension of reputation and the real impact of intangibles on growth, sustainability, and business trust.

My background in advertising and marketing later led me to represent Professor Philip Kotler’s Kotler Impact project in Latin America. Through that experience, I came to understand something even more important: marketing and corporate intangibles do not operate separately. They coexist in a dynamic and deeply interdependent relationship.

From this experience, AIRE was born: Architecture & Infrastructure of Reputation, a model built around 4 pillars, 17 dimensions, and 67 variables, designed to help companies build coherence between who they are, what they do, how they operate, how they communicate, and how they are interpreted.

Managing intangibles means building a culture of honesty and trust, because consistency is good business.

Elena Moss (Hurtado)

Quién soy

Construyo Infraestructura Reputacional.

Soy Elena Moss

Consultora en Comunicación estratégica con enfoque en Reputación.
Por 8 años he representado a MERCO Monitor Empresarial de Reputación Corporativa (España), en Bolivia.
Por 6 años he representado a Kotler Impact para Latinoamérica
Fundadora de MulticomHBP
Fundadora del Centro de Entrenamiento Especializado CEM
Creadora del método AIRE y Evolution
Profesora, conferencista y escritora

Te ayudo a que tu empresa sea entendida como debe ser entendida.

Así tu gente gestiona mejor, el mercado te cree y tus ventas crecen.

Other success stories

Technical lead and spokesperson for the Urban Observatory of the Santa Cruz Chamber of Construction in Bolivia.
6 consecutive years

Strategic communication and reputation management, strengthening Itacamba’s market position and consolidating its reputation within Bolivia’s construction industry.
8 years | 2015–2023

Together with MulticomHBP, we provided marketing and brand development consulting services to companies funded by IES.
2 years.

Through MulticomHBP, we provided marketing and strategic communication consulting, market development, and branding services.
2 years

AIRE

Architecture & Infrastructure of Reputation

Discover Aire

Two models, one thesis

Companies and individuals grow sustainably when there is coherence between identity, behavior, communication, and perception.

Evolution

Personal development architecture focused on reputation and business.

Discover Evolution

How I Work?

DIAGNOSIS

Traditional approaches often begin with a survey. AIRE begins by understanding how the company sees itself, identifying critical gaps and inconsistencies in that interpretation.

BLUEPRINT

Once the critical points have been identified across AIRE’s 67 variables, we design a strategic plan that defines how communication should flow and builds bridges of connection with key stakeholders.

INTEGRATION

Strategic communication is the nervous system that connects every area of the company with its stakeholders and community. We integrate them under a unified approach to ensure coherence across the company’s communications.

CULTURE

Through CEM, our specialized training center, we equip managers, executives, and supervisors with the knowledge, methods, and tools they need to manage corporate intangibles strategically and translate them into business results.