“Leadership with purpose”, by Jaime Lobera

Brand purpose makes more sense than ever in the current situation we are all being forced to live through. However, in order to turn this concept into real actions, it is essential that it is accompanied by new leadership models that are adapted to the new circumstances, according to Jaime Lobera, apple tree Managing Partner for Brand Strategy & Development in an article published in Capital magazine.

The article, also published in Diario Financiero, explains how, in order for brand purpose to truly unleash its full potential and become a lever of transformation, development and growth, it has to form a part of day-to-day workings of the organization, from the CEO down to the newest company recruit.





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