The Branding Observatory highlights Brand Collaboration
The Branding Observatory made its return to Barcelona, hosted at Telefónica’s Torre Diagonal One. Organized by the Spanish Marketing Association (AMKT), the Forum of Renowned Spanish Brands (FMRE), GfK – An NIQ Company, PONS IP, and Summa Branding, the event gathered industry experts to discuss how brand collaborations can drive growth and relevance in a dynamic market. Telefónica collaborated on the organization of this year’s edition.
The central theme was brand collaboration, a key strategy for companies aiming to stay relevant and connect with new audiences. Representatives from companies such as ARPA EMC, Mango, Telefónica, Tea Shop, Summa Branding, and GfK explored the opportunities and challenges presented by co-branding, emphasizing its potential to generate value and foster deeper consumer connections.
Conrad Llorens, founder and president of Summa Branding, opened the event, stressing the importance of brand partnerships. “Brand collaboration enriches narratives, enables entry into new areas, and engages with diverse communities,” he said. “In a time of shifting boundaries and increasing difficulty in connecting, partnering with other brands can provide an invaluable boost.”
Víctor Aguado from Telefónica highlighted the role of partnerships in the company’s 100-year history, asserting that collaboration is essential for progress and innovation in today’s interconnected world. He noted that working together allows companies to create a positive impact that transcends barriers.
The event featured interviews with industry leaders, including Ana María Avilés of Tea Shop, who discussed the legal complexities of co-branding, and Blanca Muñiz of Mango, who emphasized the brand’s global growth ambitions. Teresa Berdié of ARPA EMC highlighted the social impact of brand partnerships, stating that collaboration extends beyond business, driving innovation and societal transformation.
