Whiplash Team. October 2017.

With the attendance of prominent members of the business and academic community, BrandSmith presented the results of its study “In search of the soul of the organizations” on Thursday, October 5 in the Aula Magna of IE.

The study reveals the vision of senior managers from various industries about the state of intangible management and its relationship with strategic thinking, branding, marketing, people management, corporate social responsibility, innovation and digital transformation.


José Aguilar, managing partner of MindValue, began by introducing some initial thoughts on the management of diversity. During the presentation BrandSmith’s CEO, Christopher Smith, pointed out the challenge organizations are facing to connect their purpose with collective and personal aspirations, while Dr. Alberto Lavín –coauthor of the research along with Álvaro Gaspar– was the responsible for explaining to the audience the most relevant conclusions of the study.


The event was brought to a close by Javier Fernández Aguado, author of the book “The soul of organizations”, on whose model was based the qualitative study carried out by BrandSmith.


Some of the attendees shared their impressions with us. See the videos below (in Spanish).