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The Spanish company Atrevia, leader in communications and with multiple offices in Latin America and Europe, is now leading a change in the way companies manage their brands. Raise "the story of navel gazing" as a way to manage brands from within the company towards partners, employees, customers, consumers, opinion leaders and press, as an image with the same identity against all.  Asunción Soriano, CEO in Bogota, said in a recent interview for Advertising & Marketing that the key is to look inward and reflect on the brand to create a uniform message and adapted to each channel and public.  

Companies surrendering to this new phenomenon are increasing, mutating the way how we build and communicate the brand values. Nuria Vilanova is the founder of Atrevia and in her speech she speaks of companies and people as imperfect, that definition triggers the constant opportunity to improve. Successful, solid and internationally recognized companies have managed to achieve leadership by resonating with their audiences including the trades of cosmetics, banking, mobile phone and travel. They manage that their customers believe in them and that is possible only being truthful, fulfilling brand promises and building trust. 

 Audiences are changing and although we tend to believe we already have some market share, this is perhaps only for a few years. Forms and channels of communication are mutating at an unprecedented rate, while decision-making within companies is extremely slow and reserved. In the world there are professional teams capable of generating real value for brands that supporting sales management would mean market share and generate growth.
 


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