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Consumers and brands interact in a society characterised by uncertainty, a society where social and environmental issues are trending topics in the global agenda.

What do consumocracy, buycot and change leadership mean? Does sustainability mean higher returns? How can it be measured? How can values be enhanced? What is a brave brand?

The ESADE Alumni Marketing Club would like to invite you to discover the new challenges facing brands. It’s no longer enough to have values and convey them, the challenge is how they can be embodied in a firm’s business strategy and how to get in-house and external consumers/customers involved.

21gramos – the first branding and communication agency specialised in sustainability – will present the findings of the 2nd Brands with Values Survey, based on the opinions of more than 40 leaders, experts, academics and influencers in the world of brands, reputation, innovation and business communication.

The trends pinpointed in the survey and its straightforward format make it possible to convey the knowledge, experience and methods necessary to implement ethical brand management. Also taking part will be Leroy Merlin and Samsung, benchmark companies in sustainable performance.


Programme:

Introduced and chaired by:
Fernando Rivero (DGM 99), ESADE Alumni Marketing Club board member in Madrid

Speakers
Marta González-Moro, founding partner of 21gramos and the driving force behind the collaborative movement Brands with Values
Alfonso Fernández, director of marketing and corporate communication at Samsung Electronics
Rodrigo de Salas, director of communication, corporate identity and sustainable business at Leroy Merlin.


For further details:
guillermo.angulo@esade.edu

Language: Spanish

  • #Marketing y Comunicación

Event resouces. For members only!