Christopher Smith Keynote for Kick-Off meeting. ICEX, Madrid, January 2015.


On January 28th Christopher Smith delivered a speech on challenges for brands at the Kick-Off Cre100do session. It was an initiative promoted by the Innovation Bankinter Foundation, ICEX and the Business Circle. The aim was helping Spain having greater companies. The goal is to turn 100 medium-sized enterprises into large enterprises within five years. Throughout the talk, five major challenges for growing brands were identified: Management of the brand portfolio; internationalization; visibility; managing online presence and management of diversity.