Conrad Llorens is the founder and CEO of SUMMA consulting, advisor to Barcelona Activa and chairman of the Spanish Association of Branding Companies (AEBRAND). His client portfolio includes companies such as Telefónica, Santander, CaixaBank, BBVA, Inditex, Abertis, Repsol, Ferrovial, Planeta, Esade and RTVE. In this interview for El Nacional, Llorens reviews the challenge for the collaborative economy and the digital transition of financial institutions. He also analyses the positioning of Catalan cava giant, Freixenet, stressing the degree of effort required if the company is to recover the target market it has lost, efforts which will similarly need to be employed by political party brands such as Convergència, Unió, Podemos and Ciudadanos. ‘New politics has been accompanied by new branding’.
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