An afternoon to explore how narratives bring people together in a polarized world, led by Gabriela Lendo and Fernando de Córdoba, directors of the Brand and Culture Management Program.

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18:45 Doors open and reception

Attendees are welcome to arrive early to enjoy coffee, refreshments, or visit the Institute while settling in.

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19:00 Class of the Brand and Culture Management Program: Narratives that Unite Us to Combat a Polarized World

Can brands shape the social imagination? In times of tension, what responsibility do brand strategists have? For whom and for what purpose do they wield their influence?

During this session, Gabriela Lendo and Fernando de Córdoba will discuss the responsibility of designing narratives that propose shared futures. They will reference examples from Michelle Obama to Charlie Chaplin, and from René Redzepi's Noma to Airbnb, along with the National Library of Spain.

In the words of thinker Amin Maalouf, “we either build a common civilization united by universal values or we sink together into common barbarism.”

This gathering also marks the introduction of the 3rd edition of the Brand and Culture Management program starting in October.

19:50 🍷🧀 Socializing with appetizers and wine

Guests will have the opportunity to mingle and chat over a glass of Andalusian wine and some European cheese.

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🚍 🚇 🚲 How to get there

The Institute's location is at c/ Goya 27, 4D in Madrid. The area is well-connected by public transport:

· Bus: 21 and 53 (stop at the entrance)

· Metro Serrano, 50 meters away (service may be affected)

🎒🧥🎩 Coat check and belongings custody service

The Institute provides complimentary coat check and custody services, ensuring attendees can safely leave their belongings. Coats in the check will be hung with space in between to reduce sanitary risks.