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A woman with short white hair and a kind expression smiles while sitting on a sofa surrounded by cushions. She wears an elegant burgundy jacket and mustard sweater set, with glasses hanging from a cord. Behind her, there is a blurred background that appears to be a hotel lobby.

A coffee with: Cristina Vicedo

 
 

The brand: the key asset driving any business

Interview with Cristina Vicedo, by Teresa Zamora.


February 28, 2025

Branding professional, entrepreneur, professor, mentor… Who is Cristina Vicedo? How would you describe yourself?


I would describe myself as a 4×4. Perhaps I’ve been in the right place at the right time, but I’ve also known how to seize opportunities and challenges, and I’ve never said no. I strive to adapt, be flexible, and listen — a key quality to offer people what they want, expect, and need. I have worked both at agencies and on the client side, which has allowed me to develop this ability to adapt and listen.

Today, I am an entrepreneur, professor, and academic director at the Instituto de Empresa, where I continue learning. Working with young people eager for training and information creates a very enriching exchange: I bring them nearly forty years of experience, and they transmit energy and that vital connection to current times.

A woman with short white hair and a kind expression smiles while sitting on a sofa surrounded by cushions. She wears an elegant burgundy jacket and mustard sweater set, with glasses hanging from a cord. Behind her, there are large tropical plants and a window that reveals a modern building with reflective glass.
Two women and one man pose with friendly expressions; the women are seated on a sofa surrounded by cushions, while the man stands behind them.

What has been your greatest professional challenge?


I’ve had several, but perhaps the most important was realizing that law was not my path. I studied Law because my father is a lawyer and I grew up with a strong belief in the importance of laws and defending others.

After two years of university, I knew it wasn’t for me. . I dropped out — much to my father’s disappointment — and started working while pursuing a Master’s in Business Administration. That’s when marketing and communication began to strongly attract me.

I started my internship at Mars Incorporated and later moved to Yoplait, where I took on the challenge of leading the marketing and trade marketing departments. It was a big leap and an achievement I’m particularly proud of: at a time when the brand was losing money, we made it profitable and expanded it nationwide.

Later, McCann hired me to lead FutureBrand, and when I left the agency, I was offered the position of Academic Director at IE. Once again, I said yes. I don’t know if that’s good or bad, but the truth is I have never sent a résumé.

And on a personal level, what are you most proud of?


I know it’s something very much associated with women, but I feel deeply proud of my family. Family is key and also gives you stability. Without it, I wouldn’t have been as happy in my work or been able to fully dedicate myself to it.

I love my profession and I’m also proud of my career path, but in the end, work is something we do for a salary. If making money weren’t necessary, I might have pursued something else, probably social work. In fact, when I retire, it’s very likely that I’ll take that path.

Tell us about AEBRAND, the Spanish Branding Association: its mission, current positioning, milestones, and future goals.


AEBRAND works to raise awareness about the importance of branding in business. I firmly believe in this association because, out of everything I’ve learned throughout my career, branding is what has impacted me the most.

Advertising and communication are key, but the brand is the starting point and the common thread of everything. It’s essential that companies understand their power, and to achieve this, we promote initiatives that accelerate their development. One example is Brandpulse, a study analyzing the health of branding in Spain through the voice of 300 companies.

Are we in good health? Is branding in Spain going through a good moment?


The study shows that executives increasingly believe in the brand as a key asset for their businesses. That’s why branding is starting to take a priority place in many organizations.

In this sixth edition which has also received media coverage because its dissemination is crucial — we see that we are moving in the right direction. Companies are allocating more resources to their brand, positioning, or repositioning, aware of its essential role in connecting with audiences.

The sector is growing, not only in the number of members and consultancies, but also in clients. More and more companies are dedicating significant budgets to branding, something unthinkable just a few years ago.

What’s still missing is greater cohesion with other departments and full buy-in from executives. They need to understand that investing in the brand always generates returns and, above all, that it is exactly that: an investment, not an expense.

A woman with short gray hair, dressed elegantly, speaks on a stage while holding a microphone. Behind her, a screen displays the event 'brandpulse' with the title 'Moeve: An unstoppable transformation' and names of speakers. At the top, it reads 'Investing in abrand always generates returns.'

Is so much market research really necessary to understand the health of branding?


The study provides us with key information that we then take on a roadshow across Spain, where we meet with our regional committees in Andalucía, Levante, Cataluña, Baleares, Canarias, Galicia y País Vasco. In each of these regions, we present the report at ad hoc events, inviting local companies that also participated in the study.

We usually organize these meetings in collaboration with the business confederations of each area, which allows us to raise awareness about the importance of branding and decentralize the conversation away from Madrid. This has been a strategic goal for more than a year, and today AEBRAND has a much more national and diverse positioning.

Brandpulse was launched on February 19, and since March, we have been presenting it in different locations throughout Spain, always in partnership with business associations and, in some cases, with local academic institutions.

We know we still have a way to go, but now that you know us, what is your opinion of ILUNION Hotels?


For me, you have been a true discovery. I met you through the Instituto de Empresa, working on the Brand Communication Evolvement case study and I was impressed by everything behind your brand — something that, without a doubt, is not yet fully reflected outwardly.

Now that I know you better, I love what you do and I’m proud that you are part of my life. You are a brand that truly helps others and carries in its DNA the importance of all people.

Moreover, your motto, “Where sleeping is an awakening,” is wonderful. It doesn’t just speak of rest, but of awakening to a better world — without wars or hunger — where everyone fits in, respects one another, and has an opportunity. You are contributing to that, and even more, you are one of the few doing it comprehensively and from within the corporation.

A woman with short gray hair, wearing a burgundy velvet jacket and mustard sweater, smiles looking at the camera. Behind her, a tree in an interior space lit with wood and screens. At the top, a phrase reads: 'In Spain, we have to start believing in ourselves, we have a lot of talent.'

The AEBRAND Awards highlight companies that best contribute to the prestige and positioning of branding. Why are these recognitions so necessary?


They are essential because there is still a lack of full awareness about the value of branding. Often, we look abroad thinking the best are outside, when Spain has incredible talent. Proof of this is the strong presence of Spanish productions at Cannes.

Fortunately, this is changing. More and more companies value and trust local talent, something also reflected in competitions: it used to be common to include two or three international agencies, but now this practice has decreased. We need to believe in ourselves more, because Spain has extraordinary quality.

That’s why, in the second half of the year, we will launch the call for our awards, now in their third edition, which recognize outstanding branding work in Spain. Along with Brandpulse, they are AEBRAND’s other major milestone, but award day is our big celebration: the moment to recognize well-done work.