Challenges for the brands of today that want to be the brands of tomorrow

David G. Natal – Global Director of Consumer Engagement at LLORENTE & CUENCA With a citizen that evolves with increasing speed and some organisations that find change difficult, the gap between brands and consumers is growing every day. In a context of post-demographic and post-transactional consumerism, in which we are restricted by the economy of attention, […]
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Interview with Ana Mª Rodríguez de Viguri Gordo, Chairwoman of Áliad

Chemistry graduate with doctoral studies from Madrid Autonomous University and a Masters in Nuclear Engineering and Political Sociology. With over 30 years’ professional experience, her early career was in quality management at companies such as Initec-Bechtel, ISDEFE, Siemens Nixdorf España and Andersen Consulting. Ms Rodríguez has worked hard on the promotion of business excellence, particularly […]
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Spanish brands in international expansion: three specific ideas

Ignacio Ochoa – CEO of Branward There are solid, in-depth studies on the steps that need to be taken by a company and its brand for international expansion, and others that reflect the key factors that companies consider before using this development model. This field has been thoroughly covered and needs no further detail from […]
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Interview with Ignacio Ochoa Santamaría, CEO of Branward

Ignacio Ochoa has devoted his entire professional career to brand management. In 1980 he joined the Customer Service department at J. Walter Thompson in Madrid, reaching the position of Customer Services manager. In 1987 he was appointed General Sub Director of Tiempo BBDO Madrid, working in a number of sectors such as banking, drinks, pharmacy, hygiene, […]
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Brand Power

Iván Díaz González – Strategy Director at Brand Union New machines for faster production, better professionals for greater efficiency, new spaces to grow our new production centre, and even new trucks to reach further. In our businesses, it is sometimes very obvious , that we need to invest in what we do to continue to grow, […]
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Interview with Daniel Redondo, General Manager of Madison

With a strongly business-orientated training at the IESE Business School – University of Navarra and the IE Business School in Madrid, if there is one word that describes Daniel Redondo Esteban, it is “Entrepreneur”. At the age of just 24 he founded MADISON Experience MARKETING with a business concept based on customer services. 25 years […]
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On the right path

Carlos Pobre Menguy – Director for Overseas Trading at Crédito y Caución In recent years, hundreds of Spanish companies have started to look for new clients abroad in order to soften the blow of the falling domestic market. Exports have therefore become one of the preferred routes for businesses to survive in a recessive context. Despite the […]
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BRAND DESIRE: How do you build up a brand that sustainably generates desire?

Oriol Iglesias – Associate Professor at ESADE and co-author of the book “Brand Desire: How to Create Consumer Involvement and Inspiration” published by Bloomsbury The large majority of the leading brands in their markets sustain this position due to the enormous pressure they place on their potential clients. This brand pressure is based on three key […]
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Publication: ‘Brands in the Internationalisation of the B2B Company’

The School of Industrial Organisation (EOI) and the Leading Spanish Brands Forum (FMRE) presented on 29 November the book ‘Brands in the Internationalisation of the B2B Company’, which received support from ICEX and the work for which was developed by Opinno Ideas. The book reflects the importance of the brand in the process of expansion of companies and […]
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