Oriel Iglesias
Sustainable and profitable growth is without doubt the main objective of any top executive, particularly any company’s CEO, according to Oriol Iglesias, professor Brand-Driven Strategy, partnership ESADE at Adolfo Ibañez School of Management. In her article entitled A new approach to sustainable growth: Brand-Driven Strategy she summarizes that are few the companies that record a sustainable and profitable growth, and those that do are able to align their brand, business and innovation strategies. “These brands are built from their brand identity. That means they are built around a set of values and principles that are embedded in their heritage, and define who they are, how things are done within the company and why they are different from competitors. Also, brand identity is in line with the distinctive competences of the organization, with those competitive elements that the company has developed over time and in which is superior than its competitors” says the article. Setting Apple as an example, she said that this company has continue to be successful because everything they do and everything they build is around their brand identity: innovation and design aiming to make their consumers’ life simpler. “These brands use identity to align their brand, business (where to compete and where not) and innovation strategies.”
