IE Business School´s Andy Stalman examines the keys to branding success

The workshop served as a first learning and networking event before participants begin their master programs in the coming fall.

In his address, Andy Stalman examined the value of a brand, explaining that it depends on two key factors, "The confidence it inspires and the reputation it enjoys among different target groups. In a 2.0 world, where brands are exposed to the opinions of consumers, institutions and the competition, 24/7, 365 days a year, building a coherent reputation that consumers can trust is key to success."

Stalman feels that brands have to be aware that there is an online dialogue going on, which, with or without them, will not only continue into the future, but is set to grow. "People want to talk, express their opinions, and make recommendations, but basically they want to be heard. Companies who know how to use the Internet and platforms like social networks to communicate with their audiences, get feedback and respond to consumer needs, will have a clear advantage over those who don't."

Stalman explains that design is key to achieving differentiation. "Brands need to work on design to stand out from the rest and connect with their audiences. It is no longer enough to be unique - now they have to be inimitable. In this new era design rules. Good design is synonymous with good business."

Prior to joining IE, Stalman held positions that include Director of Marketing for Lacoste Argentina, Director of Marketing for Aeropuertos Argentina 2000, as well as being partner and Managing Director of Cato Partners Europe, heading projects in more than 15 countries.

For more information on the event go to http://personal-branding.ie.edu/