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Societies are constantly evolving. The current crisis is a wake-up call that will accelerate and drive changes, creating new values, behaviours and demands that may be totally unlike anything we know today. Faced with such an uncertain future, how can brands know what will still be relevant to people tomorrow? How can we make decisions today to avoid being forgotten or replaced in the future by other brands, products or services that have adapted to provide more value? To remain relevant, brands need to look to the future. In this webinar - Refresher programme, organised by Esade Alumniand featuring the participation of Isabel de Salas (EMMV ‘11), Director of Strategy at Picnic, and Jaime Castelló (EMBA ‘03 / Retail Marketing ‘05), Director of the Executive Master in Marketing and Sales at Esade Madrid, we will discuss strategic foresight and how this discipline can help brands anticipate the future and capitalise on the opportunities it offers, or prepare for threats that don’t yet exist but should be considered now. Isabel de Salas Isabel de Salas has a Bachelor’s Degree in Psychology from the Autonomous University of Barcelona, specialising in Culture and Foresight, and a Master in Marketing and Sales from Esade. She has also completed Disruptive Strategy programmes at Harvard Business School. Throughout her career, she has always been interested in brand strategy. After getting her start in strategic communication planning, for the past 10 years she has worked for branding and innovation consulting firms, where she advises executives of large companies and start-ups on how to build and manage their brands. She is currently the Director of Strategy at Picnic, a member of the Global Foresight Advisory Council and the author of, the most widely read Spanish-language blog on the topic of strategic foresight. Jaime Castelló Jaime Castelló is a member of the Marketing Management Department faculty at ESADE Business School, where he has been a lecturer since 2005. He holds a degree in Economics from the University of Valencia (Spain) an MBA from ESADE Business School, and a Doctorate of Business Administration (DBA) from Kingston University (London, UK). Before joining ESADE, Jaime held management positions in Marketing and Sales in multinational companies, both in Spain and abroad. He is currently the director of the Executive Masters in Marketing and Sales (EMMV) in Madrid, and the leader of the Sales and Key Account Management knowledge cluster at ESADE. Jaime has also been distinguished as one of the relevant professors in the use of new technologies in management education, leading the In/On format of the EMMV.

Language: Spanish

  • #Dirección de Empresas y Liderazgo
  • #Marketing y Comunicación

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