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The keys to successful personal and corporate brand development, by Xavi Roca (ADE Lic&MBA 98)


February 21 OF 2019 from 07:00 PM to 09:00 PM

The ESADE Alumni Aragon Club is pleased to invite you to ''The keys to successful personal and corporate brand development'', a talk by Xavi Roca (ADE Lic & MBA 98), consultant and coach in leadership, talent and personal branding, and president of the ESADE Alumni Lleida Club.

The session will begin with an overview of how our environment is changing and the great impact of these changes on the way we live, consume and communicate with each other. We will also examine the decisive impact of these changes on brand management.

We will then take a look at brands and personal brands and how they are related, and also consider the concept of employer branding.

We will then help the audience define the most appropriate strategy for their personal brand and their corporate brand, by focussing on factors such as differentiation, specialization, competitive edge and business models. Following this we will help define the message, i.e. what brands want to share with their target audience. In this part, we will define aspects such as brand profile, brand statement, claim and elevator pitch. Once the message is well defined, we will analyse how to communicate the value proposition by using both offline and online channels (web, blog, social media, etc). The session will conclude with some final thoughts.

Xavi Roca
During his 20 years’ professional experience, Xavi has combined business management
(Lamolla (1998 – 2000), Fira de Lleida (2004 - 2008), Ros Roca SRN (2008 – 2009) and SAGE Eurowin (2009 – 2013)) with consulting and entrepreneurship. He is currently a board member at Aritmos. In the year 2001, he founded his own marketing consultancy, Smart Marketing ( In the 18 years since then, he has provided marketing support for more than one hundred companies and institutions.

He is also a founding partner of Menorca Millenials SL and Torret Road SL, two companies that focus on advice and investment for technology start-ups.

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