The Madrid Chamber of Commerce promotes “brand purpose” as a strategic business focus

El Madrid Chamber Club, belonging to the Chamber of Commerce, Industry and Services of Madrid, held an event entitled “Brands with purpose: how to build the heart of a brand”. This meeting brought together representatives of leading companies such as Ayvens, Asisa, Caixabank, AON, Alsea, Seur, IBERIA and TendamDuring the day, the strategies that these companies have adopted to define their mission and values were explored, integrating them into their daily operations with the aim of generating a significant impact on society.

Journalist Ana Garcia Lozano moderated two round tables during the event. In the first panel entitled “Purpose as a strategic pillar”, David Henche, Head of Communications and Ayvens ESGHe stressed that “Purpose is a more strategic component, as it involves an exercise of connection with society”. Carlos Eiroa, brand director at Asisa, Added that “The purpose must be based on ethical reflection and integrated into the soul of the company”. For its part, Sergio Gutierrez Caixabank emphasized that “If a company does not have a brand purpose, it is a company adrift”.

At the second table called “Brand stories with purpose”, Cristina Moreno Alsea stressed that “Purpose has to be tangible for people and form an integral part of the strategic plan” while Eugenia Llorca Seur highlighted that “Keeping customers satisfied is crucial to providing excellent service”.

Gemma Junca IBERIA pointed out that “purpose must be present in every communication and commercial action” while Nuria Mayoral concluded from Tendam stating that “The purpose of business is to make people's lives easier by continually improving processes”.

The Chamber considers this type of initiative to be essential to guide companies towards a more responsible and sustainable future. The Madrid Chamber Club is thus consolidating itself as a key space to promote collaboration and continuous learning between Madrid companies.