Interview with Alfonso S. Morodo, CEO of Vantguard and Global Premium Brands

Although he studied engineering in the USA, Alfonso S. Morodo’s strong entrepreneurial spirit eventually got the better of him. So, after completing his studies in America, he returned to Spain to join his father in the family logistics business. However, after mastering this challenge, he decided to set up his own business in the drinks […]

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The key to customer loyalty

Teresa Serra Rexach – Executive Director Customer Loyalty Chair IE Business School, Marketing Department Head IE Business School IE Business School  “The economic benefits of customer loyalty often explain why one competitor is more profitable than another” (Reichheld, 1993) It has often been said that customer loyalty helps increase company profits. It has been demonstrated […]

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The 5 essential trademark protection strategies for 2015

MarkMonitor, a company specialising in online trademark protection and the management of domains, offers five key tips for optimising the return on investment in marketing through an effective trademark protection strategy for digital channels. Global trademarks face an increased risk of abuse and illegal use, as well as online attacks that can reduce marketing ROI […]

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Interview with Luis Chico de Guzmán, CEO of Hispanitas

Luis Chico de Guzmán, from the third family generation, is the CEO of Hispanitas and its majority shareholder. The Hispanitas brand, which belongs to the company Emboga S.A., is one of the main international references today in the market of ladies’ footwear and accessories made in Spain. Hispanitas is a family brand associated with values such […]

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Interview with Enrique Picó, chairman of Grupo O

Enrique Picó is the chairman of GRUPO O, founder and CEO of Dicom Events and partner and founder of the other companies in the aforementioned group. He is a born entrepreneur who has been engaged in the world of design and temporary architecture since the age of 23. However, it was in 1997 that he […]

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Customer experience in Spanish companies: from desert to oasis

Silvana Buljan, Buljan & Partners Consulting Managing ‘Customer Experience’ has become fashionable in Spain. Having endured years of economic crisis, uncertainty, restructuring and reform, Spanish enterprise has finally discovered the real asset: the customer. Before exploring the world of the customer, let us look at some figures [1]: 62% of customers are willing to pay […]

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Another way of discovering Spain: Shopping tourism

Antonio Santos del Valle – Director of New Markets Area, Tourism, Marketing and Communications of the Innova Tax Free Group With the development of new trends in current tourist development, different types of tourism have taken on a particular relevance, such as shopping tourism. Shopping tourism is a major motivator for the tourist, whether as a […]

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7 Keys to brand valuation

Gabriela Salinas – Expert in brands and appraisal of intangibles The growing importance of intangible assets and brands in the creation of value has been extensively documented. Brand Finance estimates that 72% of the value of US corporations is explained through the value of intangible assets. With the phenomenon of the collaborative economy and its intensive […]

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Interview with Enrique Astier, CEO of Arista

CEO of Arista and a board member of ICOM, the largest international network of independent marketing, advertising and communication agencies, Enrique, founded Arista in 1996 as an advertising agency with a digital and technological approach. With the aid of the management team, Enrique guided Arista’s growth and expansion in Spain’s largest cities until becoming the […]

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