Panel 5: Brand Purpose

Aula Magna February 24, 2017 16:00 - 17:15

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Sandra Pina
Marta Martín Martín
Raimon Puigjaner
Iñigo Gallo

How are brand innovators and business leaders from around the globe activating their companies’ ‘purpose’ in order to scale impact? Where a company’s purpose beyond profit is not obvious but desired, how much should authenticity matter? And is the exploitation of corporate benevolence for marketing purposes inevitable albeit irrelevant to the ultimate goal? In an age marked by boundless and instantaneous information accessible to consumers, this panel will look at the motivations, requisites and potential pitfalls of corporations’ purpose beyond profit.