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closeEmotions are the key of decisions: they are in the beginning and in the end of every relationship. People decide by emotions although they assert by reasons. Is it possible to implement a rigorous and comprehensive approach to manage any kind of brand -person, company, country- with the purpose of helping to put emotions at the apex of its management?
This document was prepared by Corporate Excellence – Centre for Repuation Leadership and contains references, among other sources, to the statements made by Carlos Sánchez Olea (vice-president of Dircom and president of Atenea Comunicación). The document was written after the “Enhancement of a brand, company or country” event organised by Dircom and Atenea Comunicación in Madrid on September 19, 2012.
