{"id":7146,"date":"2020-11-10T14:12:39","date_gmt":"2020-11-10T13:12:39","guid":{"rendered":"https:\/\/indem.uc3m.es\/events\/storytelling-as-a-competitive-advantage\/"},"modified":"2026-01-22T13:20:08","modified_gmt":"2026-01-22T12:20:08","slug":"storytelling-como-ventaja-competitiva-2","status":"publish","type":"events","link":"https:\/\/indem.uc3m.es\/en\/events\/storytelling-como-ventaja-competitiva-2\/","title":{"rendered":"Storytelling as a competitive advantage"},"content":{"rendered":"<p style=\"text-align: justify;\"><span style=\"font-family: Calibri, sans-serif; font-size: 14.6667px; color: inherit;\">The INDEM meetings are an initiative that aims<\/span>\u00a0<span style=\"font-family: Calibri, sans-serif; font-size: 11pt; color: inherit;\">tobe a meeting point for a variety of audiences related to the academic andbusiness sectors. The purpose is to address issues of interest and currenttopics from different perspectives, enriching all attendees.\u00a0<\/span><span style=\"font-family: Calibri, sans-serif; font-size: 11pt; color: inherit;\">TheINDEM will be the link that connects these different points of view andheterogeneous interests with the business world.<\/span><\/p>\n<p style=\"text-align: justify;\"><span style=\"font-family: Calibri, sans-serif; font-size: 11pt; color: inherit;\">We hope it will be of your interest!<\/span><\/p>\n<p style=\"text-align: justify;\"><span style=\"font-family: Calibri, sans-serif; font-size: 11pt; color: inherit;\"><br \/><\/span><\/p>\n<p style=\"text-align: justify;\"><span style=\"font-family: Calibri, sans-serif; font-size: 11pt; color: inherit; font-weight: bold;\">1st INDEM Meeting<\/span><\/p>\n<p style=\"text-align: justify;\"><span style=\"font-family: Calibri, sans-serif; font-size: 11pt; color: inherit; font-weight: bold;\">Storytelling as a competitive advantage<\/span><\/p>\n<p style=\"text-align: justify;\"><span style=\"font-family: Calibri, sans-serif; font-size: 11pt; color: inherit;\">Date: <span style=\"font-weight: bold;\">18th November 2020<\/span><\/span><\/p>\n<p style=\"text-align: justify;\"><span style=\"font-family: Calibri, sans-serif; font-size: 11pt; color: inherit;\">Time: <span style=\"font-weight: bold;\">17h<\/span><\/span><\/p>\n<p style=\"text-align: justify;\"><span style=\"font-family: Calibri, sans-serif; font-size: 11pt; color: inherit;\">Format: webinar at\u00a0<\/span><span style=\"font-weight: 700; color: inherit;\">https:\/\/zoom.us\/webinar\/register\/WN_yeWLgGUTRo2dCMGqqRQteA<\/span><\/p>\n<p style=\"text-align: justify;\"><span style=\"font-family: Calibri, sans-serif; font-size: 11pt; color: inherit;\"><br \/><\/span><\/p>\n<p style=\"text-align: justify;\"><span lang=\"EN-US\" style=\"font-size:11.0pt;line-height:107%;font-family:\" calibri\",sans-serif;mso-ascii-theme-font:minor-latin;=\"\" mso-fareast-font-family:calibri;mso-fareast-theme-font:minor-latin;mso-hansi-theme-font:=\"\" minor-latin;mso-bidi-font-family:\"times=\"\" new=\"\" roman\";mso-bidi-theme-font:minor-bidi;=\"\" mso-ansi-language:en-us;mso-fareast-language:en-us;mso-bidi-language:ar-sa\"=\"\">Thisfirst INDEM meeting is about Storytelling, which is the art ofstorytelling. The corporate story design has become a crucial tool for branding,distinguishing value positions, attracting customers and aligning the employeesinterests with the objectives of the organization.<\/span><\/p>\n<p style=\"text-align: justify;\"><span lang=\"EN-US\" style=\"font-size:11.0pt;line-height:107%;font-family:\" calibri\",sans-serif;mso-ascii-theme-font:minor-latin;=\"\" mso-fareast-font-family:calibri;mso-fareast-theme-font:minor-latin;mso-hansi-theme-font:=\"\" minor-latin;mso-bidi-font-family:\"times=\"\" new=\"\" roman\";mso-bidi-theme-font:minor-bidi;=\"\" mso-ansi-language:en-us;mso-fareast-language:en-us;mso-bidi-language:ar-sa\"=\"\"><span lang=\"EN-US\" style=\"font-size: 11pt; line-height: 107%;\">Threeexperts will give us their different points of view on how to build adifferentiating and attractive story about products, brands and businesses. Wewill have an outstanding panel: Jordi Ballera, corporate communicationconsultant, Carlos Garc\u00eda, Marketing Director of PepsiCo Italia and DavidMoralejo, Director of Cond\u00e9 Nast Traveler magazine.<\/span><\/span><\/p>\n<p style=\"text-align: justify;\"><span lang=\"EN-US\" style=\"font-size:11.0pt;line-height:107%;font-family:\" calibri\",sans-serif;mso-ascii-theme-font:minor-latin;=\"\" mso-fareast-font-family:calibri;mso-fareast-theme-font:minor-latin;mso-hansi-theme-font:=\"\" minor-latin;mso-bidi-font-family:\"times=\"\" new=\"\" roman\";mso-bidi-theme-font:minor-bidi;=\"\" mso-ansi-language:en-us;mso-fareast-language:en-us;mso-bidi-language:ar-sa\"=\"\"><span lang=\"EN-US\" style=\"font-size: 11pt; line-height: 107%;\"><span lang=\"EN-US\" style=\"font-size: 11pt; line-height: 107%;\">JordiBallera will talk about the strategic aspects of storytelling; David Moralejowill tell us aboutTraveler magazine uses this tool to provide the brand with anarrative that connects and transmits values; and finally, Carlos Garc\u00eda willexplain how storytelling has been a key element in the relaunch of the BitterKas brand.<\/span><\/span><\/span><\/p>\n<p style=\"text-align: justify;\"><span lang=\"EN-US\" style=\"font-size:11.0pt;line-height:107%;font-family:\" calibri\",sans-serif;mso-ascii-theme-font:minor-latin;=\"\" mso-fareast-font-family:calibri;mso-fareast-theme-font:minor-latin;mso-hansi-theme-font:=\"\" minor-latin;mso-bidi-font-family:\"times=\"\" new=\"\" roman\";mso-bidi-theme-font:minor-bidi;=\"\" mso-ansi-language:en-us;mso-fareast-language:en-us;mso-bidi-language:ar-sa\"=\"\"><span lang=\"EN-US\" style=\"font-size: 11pt; line-height: 107%;\"><span lang=\"EN-US\" style=\"font-size: 11pt; line-height: 107%;\"><br \/><\/span><\/span><\/span><\/p>\n<p class=\"MsoNormal\"><span lang=\"EN-US\">JordiBallera<o:p><\/o:p><\/span><\/p>\n<p style=\"text-align: justify;\"><span lang=\"EN-US\" style=\"font-size:11.0pt;line-height:107%;font-family:\" calibri\",sans-serif;mso-ascii-theme-font:minor-latin;=\"\" mso-fareast-font-family:calibri;mso-fareast-theme-font:minor-latin;mso-hansi-theme-font:=\"\" minor-latin;mso-bidi-font-family:\"times=\"\" new=\"\" roman\";mso-bidi-theme-font:minor-bidi;=\"\" mso-ansi-language:en-us;mso-fareast-language:en-us;mso-bidi-language:ar-sa\"=\"\"><span lang=\"EN-US\" style=\"font-size: 11pt; line-height: 107%;\"><span lang=\"EN-US\" style=\"font-size: 11pt; line-height: 107%;\"><span lang=\"EN-US\" style=\"font-size: 11pt; line-height: 107%;\">Corporate communications consultant specialisedin research and strategic planning. Over the last 20 years, he has developedhis career in communication agencies, where he has been Executive VicePresident of Edelman in Spain and General Manager of Zeno in Spain. Jordi has adegree in Advertising and Public Relations from the Universidad Aut\u00f3noma deBarcelona, a Master&#8217;s in Business Communication from ESIC, a Certified ProjectManager from Stanford University and a Professional Certificate in Innovationand Entrepreneurship from Stanford University.<\/span><\/span><\/span><\/span><\/p>\n<p style=\"text-align: justify;\"><span lang=\"EN-US\" style=\"font-size:11.0pt;line-height:107%;font-family:\" calibri\",sans-serif;mso-ascii-theme-font:minor-latin;=\"\" mso-fareast-font-family:calibri;mso-fareast-theme-font:minor-latin;mso-hansi-theme-font:=\"\" minor-latin;mso-bidi-font-family:\"times=\"\" new=\"\" roman\";mso-bidi-theme-font:minor-bidi;=\"\" mso-ansi-language:en-us;mso-fareast-language:en-us;mso-bidi-language:ar-sa\"=\"\"><span lang=\"EN-US\" style=\"font-size: 11pt; line-height: 107%;\"><span lang=\"EN-US\" style=\"font-size: 11pt; line-height: 107%;\"><span lang=\"EN-US\" style=\"font-size: 11pt; line-height: 107%;\"><br \/><\/span><\/span><\/span><\/span><\/p>\n<p class=\"MsoNormal\"><span lang=\"EN-US\">CarlosGarc\u00eda<o:p><\/o:p><\/span><\/p>\n<p style=\"text-align: justify;\"><span lang=\"EN-US\" style=\"font-size:11.0pt;line-height:107%;font-family:\" calibri\",sans-serif;mso-ascii-theme-font:minor-latin;=\"\" mso-fareast-font-family:calibri;mso-fareast-theme-font:minor-latin;mso-hansi-theme-font:=\"\" minor-latin;mso-bidi-font-family:\"times=\"\" new=\"\" roman\";mso-bidi-theme-font:minor-bidi;=\"\" mso-ansi-language:en-us;mso-fareast-language:en-us;mso-bidi-language:ar-sa\"=\"\"><span lang=\"EN-US\" style=\"font-size: 11pt; line-height: 107%;\"><span lang=\"EN-US\" style=\"font-size: 11pt; line-height: 107%;\"><span lang=\"EN-US\" style=\"font-size: 11pt; line-height: 107%;\"><span lang=\"EN-US\" style=\"font-size: 11pt; line-height: 107%;\">Currently, he is the Marketing Director Italy atPepsiCo, managing the soft drink, snack, juice and cereal categories. He hasworked for the last 10 years in marketing departments of benchmark companieswithin the mass consumption sector such as Henkel, Ferrrero, Redkitt Benckiseror PepsiCo. During his career he has had the opportunity to hold both local andEuropean team leadership positions, generating growth for the brands he hasmanaged, as well as working on plans to launch new categories and products.<\/span><\/span><\/span><\/span><\/span><\/p>\n<p style=\"text-align: justify;\"><span lang=\"EN-US\" style=\"font-size:11.0pt;line-height:107%;font-family:\" calibri\",sans-serif;mso-ascii-theme-font:minor-latin;=\"\" mso-fareast-font-family:calibri;mso-fareast-theme-font:minor-latin;mso-hansi-theme-font:=\"\" minor-latin;mso-bidi-font-family:\"times=\"\" new=\"\" roman\";mso-bidi-theme-font:minor-bidi;=\"\" mso-ansi-language:en-us;mso-fareast-language:en-us;mso-bidi-language:ar-sa\"=\"\"><span lang=\"EN-US\" style=\"font-size: 11pt; line-height: 107%;\"><span lang=\"EN-US\" style=\"font-size: 11pt; line-height: 107%;\"><span lang=\"EN-US\" style=\"font-size: 11pt; line-height: 107%;\"><span lang=\"EN-US\" style=\"font-size: 11pt; line-height: 107%;\"><br \/><\/span><\/span><\/span><\/span><\/span><\/p>\n<p class=\"MsoNormal\"><span lang=\"EN-US\">DavidMoralejo<o:p><\/o:p><\/span><\/p>\n<p style=\"text-align: justify;\"><span lang=\"EN-US\" style=\"font-size:11.0pt;line-height:107%;font-family:\" calibri\",sans-serif;mso-ascii-theme-font:minor-latin;=\"\" mso-fareast-font-family:calibri;mso-fareast-theme-font:minor-latin;mso-hansi-theme-font:=\"\" minor-latin;mso-bidi-font-family:\"times=\"\" new=\"\" roman\";mso-bidi-theme-font:minor-bidi;=\"\" mso-ansi-language:en-us;mso-fareast-language:en-us;mso-bidi-language:ar-sa\"=\"\"><span lang=\"EN-US\" style=\"font-size: 11pt; line-height: 107%;\"><span lang=\"EN-US\" style=\"font-size: 11pt; line-height: 107%;\"><span lang=\"EN-US\" style=\"font-size: 11pt; line-height: 107%;\"><span lang=\"EN-US\" style=\"font-size: 11pt; line-height: 107%;\"><span lang=\"EN-US\" style=\"font-size: 11pt; line-height: 107%;\">Graduated in Communication from the UniversidadPont\u00edfica de Salamanca and director of the Spanish edition of Cond\u00e9 NastTraveler since 2017. Previously he worked in diverse newspapers and magazines,always in subjects related to culture, travel and lifestyle. He has published anovel and participated in a book of short stories and poetry with thepublishing house Huerga &#038; Fierro. In the field of teaching, he has taughtCreative Writing at the Yo Quiero Escribir literary school and given courses atIED and Instituto Superior de Arte.<\/span><br \/><\/span><\/span><\/span><\/span><\/span><\/p>\n<p style=\"text-align: justify;\"><span lang=\"EN-US\" style=\"font-size:11.0pt;line-height:107%;font-family:\" calibri\",sans-serif;mso-ascii-theme-font:minor-latin;=\"\" mso-fareast-font-family:calibri;mso-fareast-theme-font:minor-latin;mso-hansi-theme-font:=\"\" minor-latin;mso-bidi-font-family:\"times=\"\" new=\"\" roman\";mso-bidi-theme-font:minor-bidi;=\"\" mso-ansi-language:en-us;mso-fareast-language:en-us;mso-bidi-language:ar-sa\"=\"\"><span lang=\"EN-US\" style=\"font-size: 11pt; line-height: 107%;\"><span lang=\"EN-US\" style=\"font-size: 11pt; line-height: 107%;\"><span lang=\"EN-US\" style=\"font-size: 11pt; line-height: 107%;\"><span lang=\"EN-US\" style=\"font-size: 11pt; line-height: 107%;\"><br \/><\/span><\/span><\/span><\/span><\/span><\/p>\n<p style=\"text-align: justify;\"><span lang=\"EN-US\" style=\"font-size:11.0pt;line-height:107%;font-family:\" calibri\",sans-serif;mso-ascii-theme-font:minor-latin;=\"\" mso-fareast-font-family:calibri;mso-fareast-theme-font:minor-latin;mso-hansi-theme-font:=\"\" minor-latin;mso-bidi-font-family:\"times=\"\" new=\"\" roman\";mso-bidi-theme-font:minor-bidi;=\"\" mso-ansi-language:en-us;mso-fareast-language:en-us;mso-bidi-language:ar-sa\"=\"\"><span lang=\"EN-US\" style=\"font-size: 11pt; line-height: 107%;\"><span lang=\"EN-US\" style=\"font-size: 11pt; line-height: 107%;\"><span lang=\"EN-US\" style=\"font-size: 11pt; line-height: 107%;\"><span lang=\"EN-US\" style=\"font-size: 11pt; line-height: 107%;\"><\/p>\n<div class=\"video-container\">\n    <iframe class=\"video\" src=\"https:\/\/www.youtube.com\/embed\/vAyMAhdQAzo\" allowfullscreen><\/iframe>\n<\/div>\n<p><\/span><br \/><\/span><\/span><\/span><\/span><\/p>\n<p style=\"text-align: justify;\"><span lang=\"EN-US\" style=\"font-size:11.0pt;line-height:107%;font-family:\" calibri\",sans-serif;mso-ascii-theme-font:minor-latin;=\"\" mso-fareast-font-family:calibri;mso-fareast-theme-font:minor-latin;mso-hansi-theme-font:=\"\" minor-latin;mso-bidi-font-family:\"times=\"\" new=\"\" roman\";mso-bidi-theme-font:minor-bidi;=\"\" mso-ansi-language:en-us;mso-fareast-language:en-us;mso-bidi-language:ar-sa\"=\"\"><span lang=\"EN-US\" style=\"font-size: 11pt; line-height: 107%;\"><span lang=\"EN-US\" style=\"font-size: 11pt; line-height: 107%;\"><span lang=\"EN-US\" style=\"font-size: 11pt; line-height: 107%;\"><br \/><\/span><span style=\"font-weight: bold; color: inherit; font-family: \" open=\"\" sans\",=\"\" \"helvetica=\"\" neue\",=\"\" helvetica,=\"\" arial,=\"\" sans-serif;=\"\" font-size:=\"\" 13px;\"=\"\">Contact<\/span><br \/><\/span><\/span><\/span><\/p>\n<p style=\"text-align: justify;\">indem@uc3m.es<\/p>\n<p style=\"text-align: justify;\"><\/p>\n","protected":false},"featured_media":7084,"template":"","meta":{"site-sidebar-layout":"default","site-content-layout":"","ast-site-content-layout":"default","site-content-style":"default","site-sidebar-style":"default","ast-global-header-display":"","ast-banner-title-visibility":"","ast-main-header-display":"","ast-hfb-above-header-display":"","ast-hfb-below-header-display":"","ast-hfb-mobile-header-display":"","site-post-title":"","ast-breadcrumbs-content":"","ast-featured-img":"","footer-sml-layout":"","ast-disable-related-posts":"","theme-transparent-header-meta":"","adv-header-id-meta":"","stick-header-meta":"","header-above-stick-meta":"","header-main-stick-meta":"","header-below-stick-meta":"","astra-migrate-meta-layouts":"default","ast-page-background-enabled":"default","ast-page-background-meta":{"desktop":{"background-color":"","background-image":"","background-repeat":"repeat","background-position":"center center","background-size":"auto","background-attachment":"scroll","background-type":"","background-media":"","overlay-type":"","overlay-color":"","overlay-opacity":"","overlay-gradient":""},"tablet":{"background-color":"","background-image":"","background-repeat":"repeat","background-position":"center center","background-size":"auto","background-attachment":"scroll","background-type":"","background-media":"","overlay-type":"","overlay-color":"","overlay-opacity":"","overlay-gradient":""},"mobile":{"background-color":"","background-image":"","background-repeat":"repeat","background-position":"center center","background-size":"auto","background-attachment":"scroll","background-type":"","background-media":"","overlay-type":"","overlay-color":"","overlay-opacity":"","overlay-gradient":""}},"ast-content-background-meta":{"desktop":{"background-color":"var(--ast-global-color-5)","background-image":"","background-repeat":"repeat","background-position":"center center","background-size":"auto","background-attachment":"scroll","background-type":"","background-media":"","overlay-type":"","overlay-color":"","overlay-opacity":"","overlay-gradient":""},"tablet":{"background-color":"var(--ast-global-color-5)","background-image":"","background-repeat":"repeat","background-position":"center center","background-size":"auto","background-attachment":"scroll","background-type":"","background-media":"","overlay-type":"","overlay-color":"","overlay-opacity":"","overlay-gradient":""},"mobile":{"background-color":"var(--ast-global-color-5)","background-image":"","background-repeat":"repeat","background-position":"center center","background-size":"auto","background-attachment":"scroll","background-type":"","background-media":"","overlay-type":"","overlay-color":"","overlay-opacity":"","overlay-gradient":""}}},"year-events":[55],"class_list":["post-7146","events","type-events","status-publish","has-post-thumbnail","hentry","year-events-55"],"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v27.4 - https:\/\/yoast.com\/product\/yoast-seo-wordpress\/ -->\n<title>Storytelling as a competitive advantage - INDEM - Departamento de Econom\u00eda de la Empresa<\/title>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" \/>\n<link rel=\"canonical\" href=\"https:\/\/indem.uc3m.es\/en\/events\/storytelling-como-ventaja-competitiva-2\/\" \/>\n<meta property=\"og:locale\" content=\"en_US\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"Storytelling as a competitive advantage - INDEM - Departamento de Econom\u00eda de la Empresa\" \/>\n<meta property=\"og:description\" content=\"The INDEM meetings are an initiative that aims\u00a0tobe a meeting point for a variety of audiences related to the academic andbusiness sectors. 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