"Purpose with Power: Building Brands That Stand for Something", led by Professor Ramón Méndez Rodríguez. This session will explore how purpose-led brands create emotional resonance, cultural relevance, and long-term value in an increasingly complex and competitive landscape.
Ramón is a seasoned expert in Marketing, Strategy, and Innovation, with a career spanning over 12 years at leading multinational companies such as Unilever and Kraft/Mondelez, where he developed and led brand strategies across global markets. He later joined the strategic consultancy BMC Strategic Innovation, where he served as Content Director for Coca-Cola in Europe and eventually became Managing Director of the firm’s European operations.
In addition to his corporate career, Ramón has been a Marketing professor at IE since 2012 and coordinates marketing electives at IE University. He recently completed a Master’s in Humanistic Psychology, reinforcing his belief that powerful marketing combines business vision, strategic thinking, deep human understanding, and creative passion. His unique approach places the customer at the center of value creation, making his insights especially relevant for brands aiming to lead with purpose.
