{"id":916,"date":"2016-03-09T14:59:00","date_gmt":"2016-03-09T14:59:00","guid":{"rendered":"http:\/\/hamilton.global\/index.php\/2016\/03\/09\/conferencia-brandempatia-o-la-necesidad-de-humanizar-las-marcas-por-sebastian-fernandez-de-lara\/"},"modified":"2016-03-09T14:59:00","modified_gmt":"2016-03-09T14:59:00","slug":"conferencia-brandempatia-o-la-necesidad-de-humanizar-las-marcas-por-sebastian-fernandez-de-lara","status":"publish","type":"post","link":"https:\/\/hamilton.global\/en\/conferencia-brandempatia-o-la-necesidad-de-humanizar-las-marcas-por-sebastian-fernandez-de-lara\/","title":{"rendered":"Conference \u201cBrandempathy or the need to humanize brands\u201d by Sebasti\u00e1n Fern\u00e1ndez de Lara"},"content":{"rendered":"<div><span style=\"font-size: 10pt;\"><span style=\"color: #cccccc; font-family: &quot;arial&quot; , &quot;helvetica&quot; , sans-serif;\">At the end of 2015, the <b>II AECC Forum<\/b> \u201cnew scenarios, new challenges\u201d, in Madrid, where <b>Sebastian Fernandez de Lara, Managing Partner of Hamilton<\/b>, presents an interesting conference entitled <i>\u201c<b>brandempathy<\/b>or the need to humanize brands\u201d<\/i>, which is developed in the context of the existence of \u201ca new consumer or a new way of consuming.\u201d<o:p><\/o:p><\/span><\/span><\/div>\n<div><span style=\"color: #cccccc;\"><br \/><\/span><\/div>\n<div><span style=\"color: #cccccc; font-family: &quot;arial&quot; , &quot;helvetica&quot; , sans-serif;\"><span style=\"font-size: 10pt;\">It visually reflects on what consumers today demand from a brand or shopping centre to make it part of their lives, what their decisions are based on when choosing them, whether they demand more from them than a good shopping experience, and how important we as employees are in this whole process.<\/span><span style=\"color: #595959;\"><o:p><\/o:p><\/span><\/span><\/div>\n<div><span style=\"color: #cccccc;\"><br \/><\/span><\/div>\n<div><span style=\"color: #cccccc; font-family: &quot;arial&quot; , &quot;helvetica&quot; , sans-serif;\"><span style=\"font-size: 10pt;\">It shows how the consumer is part of a society with which he shares a series of values that he also seeks in brands in order to identify with them, through which he can express himself.<\/span><span style=\"color: #595959;\">. <\/span><span style=\"font-size: 10pt;\">And how<\/span><span style=\"color: #595959;\"> <\/span><span style=\"font-size: 10pt;\">Companies will not be able to sell their brands to consumers if they are not able to empathize with the society in which they operate. He speaks of brandempathy as the answer to the need for humanization that society and consumers demand from a brand in order for it to become part of their lives, to believe in it and make it their own.<\/span><span style=\"color: #595959;\"><o:p><\/o:p><\/span><\/span><\/div>\n<div><span style=\"color: #cccccc;\"><br \/><\/span><\/div>\n<div><span style=\"font-size: 10pt;\"><span style=\"color: #cccccc; font-family: &quot;arial&quot; , &quot;helvetica&quot; , sans-serif;\">He ends by questioning the future of retail and concludes that people-orientation is no longer an option but the only possible path. Sebasti\u00e1n says yes to the future, through technology, innovation, imagination and research, but he stresses that for a brand to grow and evolve in today&#039;s society, many doses of humility, humanity and a great sense of humour will be necessary.<\/span><span style=\"color: #595959; font-family: &quot;univers&quot;;\"><o:p><\/o:p><\/span><\/span><\/div>\n<div><span style=\"color: #595959; font-size: 10pt;\"><span style=\"font-family: &quot;arial&quot; , &quot;helvetica&quot; , sans-serif;\"><br \/><\/span><\/span><\/div>\n<div><span style=\"color: #595959; font-family: &quot;arial&quot; , &quot;helvetica&quot; , sans-serif;\"><span style=\"font-size: 13.3333px;\"><iframe allowfullscreen=\"\" frameborder=\"0\" height=\"315\" src=\"https:\/\/www.youtube.com\/embed\/SfPb2YSfD5w\" width=\"560\"><\/iframe><\/span><\/span><\/div>\n<div><span style=\"color: #595959; font-family: &quot;arial&quot; , &quot;helvetica&quot; , sans-serif;\"><span style=\"font-size: 13.3333px;\"><br \/><\/span><\/span><\/div>\n<span class=\"et_bloom_bottom_trigger\"><\/span>","protected":false},"excerpt":{"rendered":"<p>At the end of 2015, the 2nd AECC Forum &quot;New Scenarios, New Challenges&quot; was held in Madrid, where Sebasti\u00e1n Fern\u00e1ndez de Lara, Managing Partner of Hamilton, gave an interesting talk entitled &quot;Brandempathy or the need to humanize brands.&quot; The talk was held in the context of the existence of &quot;a new consumer or [\u2026]<\/p>","protected":false},"author":2,"featured_media":0,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"_et_pb_use_builder":"","_et_pb_old_content":"","_et_gb_content_width":""},"categories":[1],"tags":[],"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v21.5 - https:\/\/yoast.com\/wordpress\/plugins\/seo\/ -->\n<title>Conferencia \u201cBrandempat\u00eda o la necesidad de humanizar las marcas\u201d por Sebasti\u00e1n Fern\u00e1ndez de Lara 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