The internet is also reshaping the role of brands. With established brands seeing their online presence as a crucial new channel for communication, and new brands attempting to launch themselves entirely on the web, the questions of how to manage a brand and the brand experience on the internet are particularly important to business today. Ramon Guardia is Founder and President of Valores y Marketing and Com Corporate. He is also the Founder and European Vice-president of Ogilvy and Mather Direct. The Benefit of Sharing Values .
Ribes also works as a consultant for various national and international companies.
Ramon Oll is Planning Director at Foote Cone and Belding in Barcelona. He received his MBA in History from La Salle Manhattan College and is a graduate of the Marketing program at Columbia. Bernd H. Schmitt is the executive director of the Center on Global Brand Leadership at Columbia Business School and Professor of Business at Columbia Business School. He conducts research on strategy, brand management, consumer behavior and experiential marketing and has published more than 40 articles in marketing, management and psychology journals. Schmitt has lectured and consulted in more than twenty countries and is a frequent keynote speaker at national and international conferences on brand management, positioning and international strategy.