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The ESADE Alumni Marketing Club offers an insight into one of the most up-and-coming trends of 2017: brands with values

New consumers demand more than ever from today’s brands. In a changing environment, how can customer engagement be achieved? What are brands doing about it?

The unstoppable advance towards a completely digital environment, the new economic model and a lack of trust in business is transforming the consumer setting. A new type of responsible native client is emerging who:

- Demands brands with commitments, purposes and experiences.
- Is increasingly vociferous via social media.
- Is increasingly aware of the available choices.

Come along and find out about Spain’s biggest survey of brands and values featuring the opinion of more than 40 experts, academics and influencers in the realm of brands, reputation and innovation, by Nielsen, Canvas Sustainable Strategies and the agency 21gramos.

You will also learn about the transformative experience of Bridgestone and Leroy Merlin, who will talk about the challenges they faced along the road to differential branding. Programme

Rodrigo de Salas, director of corporate communication and CSR, Leroy Merlin Spain
Susana Ayo, director of business development, Bridgestone
Fernando Lorente, director of HR, Bridgestone
Marta González-Moro, branding expert and founding member of 21gramos
Romina Arenas (MDMC 08), board member, ESADE Alumni Marketing Club See you there!

For further information:

Language: Spanish

Event resouces. For members only!

Presentation used by Marta González-Moro