Space Marketing, the Ant Lunar and Potenttial company led by physicist Gustavo Medina Tanco and curiosity and marketing specialist Engel Fonseca, brings together lunar mining through space robotics and marketing expertise. Its proposal: brands earn attention through real milestones of the new space economy, such as being the first to reach the Moon.

Mexico City, November 12, 2026. Space Marketing, the new Ant Lunar and Potenttial company, presented its framework for brands that want to step out of the race for instant attention. The project is led, with equal weight, by Dr. Gustavo Medina Tanco, CEO and Chief Architect of Ant Lunar Mining Corporation LLC, and Engel Fonseca, CEO of Potenttial Group. The company combines two real sources of experience: Ant Lunar’s work in lunar mining through space robotics and Potenttial’s track record in marketing. On that basis it proposes campaigns built on real events of space exploration, such as launches, landings and experiments with uncertain outcomes that the public can follow live.

What Space Marketing proposes

The starting point of Space Marketing is a simple observation. Before writing or agriculture, there was the night sky, and the questions it raised gave us calendars, myths, navigation routes and modern science. The company holds that a brand regains relevance when it stands next to that question and shares it with its audience.

Meanwhile, traditional marketing competes for attention in a world saturated with discounts, volume and screens. The company bets on the opposite: fewer, deeper impressions, and an experience the audience remembers years later.

“Countless ancestors found inspiration by looking up to reach their greatness. A brand that looks to space continues that gesture.”

Gustavo Medina Tanco and Engel Fonseca, in Foundations of Space Marketing

Who leads the Space Marketing company

Gustavo Medina Tanco is a professor at the Institute of Nuclear Sciences of UNAM, where he leads the ultra-high-energy cosmic ray group, and in 2009 he founded the Space Instrumentation Laboratory (LINX). He was principal investigator of the COLMENA lunar project, whose COLMENA-1 mission, the first from Ibero-America, launched in January 2024. Today he serves as CEO and Chief Architect of Ant Lunar Mining Corporation LLC and CEO of Cygnus Space Solutions. Medina Tanco is also a member of the Mexican Academy of Engineering, an elected member of the International Academy of Astronautics and a level 3 researcher in Mexico’s National System of Researchers, with 252 articles in peer-reviewed journals and more than 27,000 citations.

Engel Fonseca is CEO of Potenttial Group, a TEDx speaker and the creator of Curioxoma, the method that uses sustained curiosity to overcome indifference. He developed the conceptual framework of Space Marketing and brings Potenttial’s experience in marketing, communication and audience attention.

Space Marketing from the new lunar economy

Ant Lunar Mining Corporation works in one of the most innovative sectors of space exploration: lunar mining through space robotics. That experience places it among the pioneers of the new lunar and space economy, and gives Space Marketing something space-themed advertising lacks: direct access to the industry that is building the road to the Moon.

In addition, Potenttial brings the other half: its experience in marketing, communication and audience attention. From that combination comes the principle that guides every campaign: it has to be verifiable. What can be measured, tested and explained builds trust, and it can also be cited.

That is why the model calls for showing science live, with real risk and open data. In a mission, success is never guaranteed, and that uncertainty turns a launch into an experiment people want to watch.

Curioxoma, the foundation of Space Marketing

The conceptual framework of the company starts from Curioxoma, the method by Engel Fonseca that uses sustained curiosity to overcome indifference, which he considers every brand’s real competitor. Curioxoma distinguishes two routes: exo-curiosity, triggered by a new stimulus, and endo-curiosity, which comes from a question of one’s own. Space activates both at once.

The foundations of Space Marketing

In Foundations of Space Marketing, Gustavo Medina Tanco and Engel Fonseca define six principles that support the model:

1. Looking up (origin). Curiosity is born from seeing what we do not understand; the brand opens the question together with its audience.
2. Romance with the unknown (emotion). The campaign leaves room for mystery and paces the reveal.
3. Belonging to something bigger (relevance). The product connects with the species, the planet or the cosmos without losing touch with everyday life.
4. Ancestral heritage (legacy). The brand takes up a gesture repeated in every generation: looking up again.
5. Beyond the given (questioning). In space, gravity, a blue sky, day and night no longer apply; every certainty that breaks is an entry point for a brand.
6. The everyday in the extraordinary (identification). An ordinary object on a space mission lets anyone see themselves in it, as happened with the jar of Nutella.

In particular, the sixth principle works as the engine of the model. Each first on the Moon happens only once, while the contrast between the everyday and space renews itself with every object, gesture or story. Each principle has a counterpart in research on curiosity and attention; for example, the study by Gruber, Gelman and Ranganath published in the journal Neuron showed that states of curiosity improve memory.

A five-step cycle

The operating model moves through five steps: question, mystery, contrast, evidence and community. Contrast takes something everyday into a space context, and a first on the Moon, together with Ant Lunar, can be the moment of peak attention. Community closes the cycle with registration on Moon Map and the Academy, and every story leaves a new question.

Finally, before launch, every idea answers six questions, including whether it makes people look up or only at the brand, whether it is scientifically verifiable and whether an ordinary person can see themselves in the story.

More on innovation and science in issue 10 of Neurona Magazine.

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Frequently asked questions

What is Space Marketing?

Space Marketing is an Ant Lunar and Potenttial company that brings together space science and marketing to create brand stories and milestones people do not forget. It is led by Gustavo Medina Tanco and Engel Fonseca, and its foundation is Curioxoma, the method for overcoming indifference through sustained curiosity.

Who leads Space Marketing?

Space Marketing is led by Dr. Gustavo Medina Tanco, CEO and Chief Architect of Ant Lunar Mining Corporation LLC and professor at UNAM, and by Engel Fonseca, CEO of Potenttial Group and creator of Curioxoma. Both lead the project with equal weight.

Who is Gustavo Medina Tanco?

Gustavo Medina Tanco is a physicist, professor at the Institute of Nuclear Sciences of UNAM and founder of the Space Instrumentation Laboratory (LINX). He was principal investigator of the COLMENA lunar project and is CEO of Ant Lunar Mining Corporation LLC; at Space Marketing he leads the project together with Engel Fonseca.

What experience backs Space Marketing?

Space Marketing combines the experience of Ant Lunar Mining Corporation in lunar mining through space robotics with Potenttial’s experience in marketing. That combination makes it possible to build campaigns on real milestones of the new lunar and space economy.

What are the foundations of Space Marketing?

The foundations of Space Marketing are six principles defined by Gustavo Medina Tanco and Engel Fonseca: looking up, romance with the unknown, belonging to something bigger, ancestral heritage, beyond the given, and the everyday in the extraordinary. The last one, contrast, is the engine of the model.

How does a Space Marketing campaign work?

A Space Marketing campaign follows a five-step cycle: question, mystery, contrast, evidence and community. Contrast takes something everyday into a space context, and a first on the Moon, together with Ant Lunar, can be its moment of peak attention.

Why does space capture people’s attention?

Research on curiosity shows that attention appears when we perceive a gap between what we know and what we want to know. Space Marketing starts from the idea that the sky is the largest and most visible gap there is, and that awe improves memory.

Glossary

• Space Marketing: discipline that brings together space science and marketing to create stories and milestones people do not forget.
• Curioxoma: sustained curiosity that overcomes indifference; framework created by Engel Fonseca.
• Exo-curiosity and endo-curiosity: curiosity triggered from outside by a new stimulus, and curiosity that comes from a question of one’s own.
• Information gap: the perceived distance between what we know and what we want to know.
• Contrast: something everyday in an extraordinary context; the recurring engine of Space Marketing.
• Milestone: a verifiable first; a scarce peak of attention.