On 18th February, the Leading Brands of Spain Association (AMRE) held a seminar on 'Consumering: brand as a differentiating factor in times of crisis', in conjunction with ESIC Business and Marketing School and the BBDO Consulting, in the cycle of conferences focusing on strategic issues for senior management, which are being organised between these three institutions. This event, held in the ESIC head offices in Pozuela de Alarcón (Madrid) featured speakers such as Juan Pablo Vera, Director of BBDO and Javier Rovira, lecturer in Strategic Marketing at ESIC and author of “Consumering: change or suffer, you decide”. Facebook, Tuenti and Universal Pictures were presented as success stories. They are three examples of companies that have successfully adapted to a different reality and a new type of consumer. Currently, customers call the shots and their scale of preferences has turned a corner with the crisis and this is the key focus in Consumering. Javier Rovira explained during his speech that a Consumering strategy should focus on achieving a sustainable and profitable demand, empowering the consumer. Today, it is the consumer who creates their own marketing mix, deciding “what the product is, where it is distributed, when they receive the communication and how they pay for it."" The key is differentiation, changing the logic, changing the conclusions and offering a little more freedom than the competition. Brands must adapt to this new reality and give the consumer a bigger role in line with this reality, thereby combating the indifferentiation of the product. As examples of companies that have successfully adapted to this new market, and in which it is the consumer who gives shape and meaning to their products, Ícaro Moyano, Tuenti Communications Director, and Laura González-Estéfani, Country Manager of Facebook, shared their experiences of success and the relationship of their product and brand with their customers/users.