El Cluster of Innovation in Container and Packaging has held the second edition of “CEO Connection”, an initiative that seeks to promote the strategic vision and long-term growth of companies in the sector through reflection and the exchange of experiences among their top managers.
The branding expert and founder of NEXIA, Marta IranzoHe gave a presentation titled “The Leader’s Brand, a Great Asset for the Company,” where he explored how branding, both personal and corporate, influences the attraction and commitment of talent, and how leaders can strengthen their brands to generate trust and differentiation in a competitive environment.
The meeting, in addition to the director of Cluster, Jesús Pérez, and the president, Amaya Fernandez, also CEO of the company IRISEM, they have come Herman Vera de Karton Group; Lídia Navarro de Manc Recyclaplast; Oscar Rivas de Green Box; Vincent Olmos de syntax; José Fernández de Alcion Packaging Solutions; Juan José Martín de Rodenas and Rivera; Javier García de siegwerk; Jose Orbe de Gamoy cartons; Rafael Brotons de ITC-Packaging; Jaime Garcia de Guztec Polymers; Francisco Vidal de Amcor, and Marta Codoñer de aglolak.
The event provided an opportunity to discuss how industry leaders can integrate personal branding with corporate branding to differentiate themselves, build customer and team loyalty, and strengthen trust in an increasingly competitive environment.
Marta Iranzo: “Building a great brand is not an option, it’s a necessity”
Employer branding specialist Marta Iranzo emphasized that “building a strong brand isn't an option, it's a necessity,” and reminded everyone that “branding goes beyond the logo: it's strategic and the foundation of everything.” She explained that investing in personal branding isn't about ego, but about consistency, purpose, and responsible leadership, adding that “strong corporate brands are built from within, through behavior, not just design.”
Among the data shared, Iranzo pointed out that, according to the Edelman Trust Barometer, 82% of consumers trust companies whose CEOs work on their personal brand more, and that more than 93% of executives surveyed by the European Research Studies Journal believe that personal branding has significantly influenced their professional success.
Leading with purpose and consistency
The speaker emphasized the importance of authentic and humanized leadership, adapted to new generations and focused on listening, consistency, and purpose.
“People want to know where their company is going, and to do that, leaders must communicate clearly and consistently,” he said.
She also championed the role of female talent as a driver of diversity and change within organizations, and emphasized that "inspiring companies communicate from the 'why,' not the 'what,'" referring to Simon Sinek's Golden Circle.
