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How to build brands with a purpose and with awareness


March 16 OF 2018 from 09:00 AM to 02:00 PM

The ESADE Alumni Marketing Club together with the Medinge Group invite you to the session titled "How to build brands with a purpose and with awareness".

Brands have the power to transform the world we live in and to help address the main challenges facing humanity. At this event co-organised by the Medinge Group (a prestigious international think tank specialised in brands with a conscience and sustainability) and the ESADE Marketing Club, we will reflect on a new vision of management that promotes the development of brands with purpose and conscience. This unique event will feature presentations by leaders from organisations that are promoting this new philosophy, including Pere Brugal, Southern Europe Director at Tesla; Núria Ribé, Corporate Vice President for Global Marketing and Home Care at Henkel; Javier Goyeneche, founder and CEO of Ecoalf; Asun Lera, world-renowned scientist in the field of climate change and Senior Principal Scientist at DNV GL; and Oriol Iglesias, Associate Professor at ESADE and member of the Executive Committee of the European Marketing Academy.

The Medinge Group is a think tank of brand experts and visionaries from around the world whose purpose is to influence business to become more humane and conscious in order to help humanity progress and prosper. A brand with a conscience thinks differently. It builds sustainable thinking into the core of what it does. It has a higher purpose that creates value for all, has a capacity for love and care, promotes authentic leadership and embodies a humanistic way of being.



9.00 am  Welcome
 Isabel Ferrer,
Member of the Board of the ESADE Alumni Marketing Club
 Nicholas Ind,
Member of the Medinge Group

9.15 am  Food for thought:
 Climate change and sustainable development
  Asun Lera, Senior Principal Scientist at DNV GL Technology and Research, Norway

 Social challenges of the digital economy
 David Murillo, Lecturer at ESADE Business School

 How to keep up to speed with new consumer realities
 Martin Wohlfart, Head of Sales and Client Management, Millward Brown
 Jakob Van Het Kaar, Associate Director at Kantar

10.30 am  Coffee break

11.00 am  Building a new vision
How to be a brand with a conscience
 Oriol Iglesias (Lic&MBA 98 / PhD 06), Associate Professor at ESADE Business School
 and member of the Medinge Group

 Tesla: accelerating the advent of sustainable transport
 Pere Brugal (DP 05 / Lic&MBA 93), Southern Europe Director at Tesla

 Brands with purpose at Henkel
 Núria Ribé (Lic&MBA 97), Corporate Vice President for Global Marketing and Home Care at Henkel

12.30 pm  Make it happen!
  From waste to fashion
 Javier Goyeneche, founder and CEO of Ecoalf (sustainable fashion brand)

 Disrupting with values
 Ignasi Carné, founder and CEO of Sousa 1812 (ethical foie gras)

 Rethinking performance assessment for business
Mark Irvine, member of the Medinge Group

1.55 pm  Closing remarks: Marco Bertini, Director of the Marketing Department at ESADE
 Business School


We are very much looking forward to seeing you all there!
For further information: