"Thanks to the digital revolution, any brand can take small, safe steps without large investments," he says. Susana IbañezDirector of Advertising Marketing at Ediciones Conde Nast. His words are part of the session he gave on October 20 to the students of ISSA Management Lab University, in which he spoke to them about "The event and experiential marketing".

In his speech he stressed the importance of brands differentiating themselves in order to succeed: "In plenary session of the Executive Council XXI century customer satisfaction is no longer enough for brands, they need to generate experiences". He assured that the event is a very important tool to be a point of contact between the brand and its consumer, if the goal of the event is clear.

He also reminded them that brands are facing a multichannel consumer who is highly informed, connected, impatient, who is increasingly consuming more manager and who is committed to a healthy lifestyle. "In addition, today any consumer is an influencer in the decision making of others, which is a whole challenge for brands," he said.

During the session he explained to the students some keys to manage an event for a luxury brand in the most professional way. And he told them how Conde Nast has had to transform its events to an online format due to the COVID-19 pandemic.

Asked about a committee for a new brand to go to market, she told them that "above all it must have a proposal with a differentiating value, because there is room for what is different and has its own DNA, without that it is difficult to subsist".