Last Friday, February 24, a Coffee Break took place at the Vivero de Empresas in Latina. On this occasion we have Gonzalo Brujó, president for Latin America and the Iberian Peninsula of Interbrand, the largest brand consultancy in the world, with 40 offices in more than 25 countries.
Interbrand has among its clients several of the IBEX35 companies and annually conducts several Brand rankings such as the well-known Ranking of Best Spanish Brands, which makes Gonzalo one of the leading international experts in creating successful brands and branding.
The satisfaction of undertaking
Gonzalo Brujó believes that together "along with having children, planting trees..., being an entrepreneur is what gives you the most satisfaction." And he believes that "when you have a passion you have to follow it", as he did with marketing.
"In the face of the crisis, the values of honesty, work... are crucial"
the value of your brand
Gonzalo thinks that the differentiation of the company is constituted by the brand plus the human capital. And he emphasizes: “Your brand is worth it. Do not register only the name of the company, but also the name of the brand».
He also recommends: "Always be clear about the position of your brand with respect to the competition."
Listen to your consumers
For Gonzalo, always keeping your consumers in mind is essential. And he gives an example: "Amancio Ortega never had an international vocation, but he looked at the consumer and what he needed, that was the key to his success." "Always think about what your consumers think when buying: in the proximity? in the price?".
Corporate Social Responsibility
Gonzalo believes that "Corporate Social Responsibility is an unstoppable trend" and reminds us that "it matters in the decision-making of your consumers." And he explains: “we have the Interbrand Foundation to help entrepreneurs in the creation of their brand”.
internationalization
Gonzalo Brujó considers that going abroad is not an option, but a necessity: «if your business is only in Spain it is more exposed. You have to put the eggs in different baskets, you have to go outside."
In this regard, he reminds us that “of the 5 fastest growing brands worldwide, 2 are Spanish: Inditex and Santander”.
Innovation
Gonzalo believes that "in the midst of a crisis our brands can grow and innovate, I recommend a 70% for consistency and a 30% for innovation." And he emphasizes that “it is very important to stop and think. Grab your laptop and get out of your usual environment.
In his opinion, "business models are changing, and entrepreneurs have a lot to contribute to this renewal."
«Why can't Inditex, being Spanish, be the first world brand? It can, and your brands too.
After talking with the attendees, Gonzalo Brujó wrote a sentence on a window of the Vivero de Latina: «Behind a brand, there is a great idea».
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