Creating positive futures with brands: a TEDx talk from Peru

In the digital era, the world of commercial brands must change. Today's consumer has the power to choose not only brands that meet their needs, but also those that have the potential to improve our society. Gustavo Koniszczer, Managing Director of FutureBrand Hispanic America, explains how brands with a purpose beyond commercial success who create consistent brand experience are are able to create a more positive future.

Gustavo believes in brands as a vehicle to generate a link between consumers and companies. In his career he has seen how branding has evolved and how today to be a brand of the future it is not enough to satisfy the needs of the consumer but also to make a contribution within society.

This talk was given at TEDx event using the TED conference format but independently organized by a local community. Learn more at https://www.ted.com/tedx