PROA Communication has led the communication of the 7th Managers' Congress of the Association for the Advancement of Management (APD), Spain's annual networking event, which was held on 20 and 21 November at the Palacio de Congresos y Exposiciones de Galicia in Santiago de Compostela. The event brought together more than 1,500 business people, executives and entrepreneurs to discuss how companies can remain competitive in a globalised world that is being redefined by major technological and geopolitical changes.
The 7th APD Executives Congress The event was attended by more than 50 leading national and international experts and leaders, who shared their experiences and perspectives on key issues for the future of business.
Lucía Casanuevamanaging partner of PROA Communicationmoderated the round table The Power of Brands: How to Influence in the Age of Hyper-personalisation"."with Maria Wandosell AlcinaCEO of Sport Life Ibérica; Sandra García-Sanjuánfounder of Starlite; y Llorenç Fluxàvice-president of Camper and president ofAPD Balearic Islands.
Lucía Casanueva addressed a vital issue for businesses. Today, many brands are looking to build a fan base rather than just customers. "This transition from customer to 'fan', die-hard brand advocates, implies a profound change in how they communicate and how they build experiences. Creating a community around the brand, which becomes an advocate and transmitter of its values, is perhaps one of the greatest achievements a company can make today".
Maria Wandosell pointed out that "each individual, customer, user, becomes a fan of the brand and a prescriber of the brand the moment he or she fully identifies with it and feels fully part of it, not only as a community but also as an active part of it, feeling that the brand grows with his or her contribution". Sandra García-Sanjuán He stressed that "technology is a tool, not the centre of our strategy. We always want the customer to feel that they are interacting with people and values, not algorithms". For his part Llorenç Fluxà said the secret lies in "staying true to the brand's values, and especially to design and creativity, which have always set us apart and are the main drivers of the company".
This conversation has left very interesting conclusions that are reflected in the leadership model of these important companies: how to preserve the authenticity of a brand over time, keys to transform customers into fans and build a community, or the use of artificial intelligence to deepen personalisation.
Under the central theme of 'The new global company. Keys to compete in today's world'.The Congress explored the characteristics that organisations must have to lead in an ever-changing world. It also highlighted the growing social responsibility of entrepreneurs and managers, who, with their increasing influence, play a fundamental role in society.