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Purpose Brands. Engaged brands making the shift from loyalty to love

30/05/2017 (dd/mm/yyyy) | Barcelona

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ESADE Alumni is pleased to invite you to another talk in the Refresher Programme: ''Purpose Brands. Engaged brands making the shift from loyalty to love.''

This talk is a chance to compare the innovative concept of ''purpose brands'', i.e. brands with a soul, with two benchmark business practices.

The frame of reference is that of companies who build their brand management on a new value proposition: a combination of an inherent distinguishing feature, a cause they are passionate about, and a need felt by society and particularly its consumers. Value propositions that we are starting to link to companies more able to make innovative products, transform society and increase the satisfaction and involvement of their in-house talent.

Brands are evolving towards proposals whose behaviour is more transparent, genuine and ethical and better suited to the values of the millennial generation because they can aspire to becoming movement brands whose managers must think about whether purpose brands are born or made.




Gerard Costa (Lic&MBA 87/PhD 04), professor in the ESADE Department of Marketing Management
Juan Mezo (Lic&MBA 84), academic assistant, ESADE and director, Valores & Marketing

The practical cases will feature:
Isabel Ferrer (Lic&MBA 95), EMEA Marketing Director- Barbie Franchise, Mattel
Sandra Andrés (Lic&MBA 07), Brand Manager, Dove



Each member may bring a maximum of one guest.

See you there!

How to get to ESADE:

Public transport: Bus (22, 64, 78, 63 and 75), Metro (L3 Maria Cristina) and FGC (L6 Reina Elisenda).
Car: NEW municipal parking B: SM in c / Marqués de Mulhacen, 51.

For further information:

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