Write something...
closehttps://content.gnoss.ws/imagenes/Documentos/imgsem/02/02c7/02c75ff6-c1cb-4d91-9e41-fdb053ab0507/9071f6e7-0332-6b6a-2346-8dab6d516730.jpg
Brands have gone from being merely commercial instruments at the service of marketing and advertising strategies, only centered on the consumer, to focus progressively on the corporate and global sphere of organizations, dedicated to stakeholders. Which will be the next phase in this evolution? What is a persuasive brand?
A brand has a double role, according to Angel Alloza, former Director of Strategy and Evaluation within the Communication and Brand area of BBVA bank.
Document preapred for Corporate Excellence – Centre for Reputation Leadership quoting, among other sources, the intervention of Angel Alloza (former Director of Strategy and Evaluation in the Communication and Brand area of BBVA bank) during the sessions of the Corporate Reputation Program organized by the fRC and IE Business School in Madrid in February 2011.
