by Xavier Oliver Conti, Elisenda Serra Masip · LIBROS DE CABECERA · tapa blanda · ISBN 9788494106668
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«Marcas que sueñan» is the essay by Xavier Oliver Conti and Elisenda Serra Masip on brand management, published by Libros de Cabecera in paperback (192 pages, in Spanish).
The authors name the factor that, in their view, distinguishes companies that stand out: the dream. Drawing on the cases of brands such as El Bulli, Mercadona and Coca-Cola, they explain how to discover, narrate and share that dream within the organization and with customers and suppliers. They argue that any company, however small, can differentiate itself if it pursues its own vision and turns it into a collective project.
The book opens with a prologue by Josep Santacreu and includes success cases such as El Bulli, Mercadona, Bausch&Lomb and Coca-Cola.
Recommended for marketing, communication and business management professionals, as well as for entrepreneurs interested in building differentiated brands.
