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closeWhat do product brands have to do in order to shorten the distance between themselves and the consumers, especially with the youngest segments of the market? Communication with these segments is becoming more and more difficult due to the new digital opportunities that furnish young people with more power and control over brands and distance them from traditional advertising.
The document was prepared by Corporate Excellence – Centre for Reputation Leadership and contains references, among other sources, to the statements made by Angélica Hernández (Mixta’sBrand Manager), Chiqui Búa (CEO of Publicisin Spain) and Carlos Magro (Design Director at Interbrand Iberia)during the Branding Days event organised by the Complutense University in Madrid on January 17 and 18, 2012.
