Carlota Pico recently got to chat with Enrique Moreno Deckler, a true expert in the world of marketing and branding. Over the past 23 years, Enrique has worked with iconic companies like LaLiga, Telefónica and Sanitas, helping them to totally transform their brand value and communication environments. In this interview he emphasizes the importance of evolving and growing, without losing the authentic essence that sets you apart from the rest.

Enrique also discusses some of his main achievements and challenges in past roles, giving us a glimpse into his illustrious career. He explains why constant learning and adaptation are essential for success in the marketing industry—especially in today’s constantly changing business world—and shares some of his greatest sources of personal and professional inspiration.

You can watch the full conversation in the video above or on YouTube, and listen to the podcast on Apple or Spotify.

Rapid-fire recs:

  • Sources of inspiration:
    • “My father has always been a role model for me in terms of behavior, responsibility and integrity.”
    • Amancio Ortega [founder of Inditex] is a really inspiring person here in Spain.”
    • “Internationally, Steve Jobs—despite the fact that he didn’t have a lot of emotional skills, which are really important nowadays.”
  • Book or resource:
    • Focus by Daniel Goleman. “It helps you discover the importance of paying attention, no matter what you do for a living.”
    • We learn together” (Aprendemos juntos) by BBVA. “It’s a branded content project that shows how brands can be relevant for society. It’s become very well known in many schools and universities in Spain.”
  • Favorite app: Masterclass. “You can learn almost anything from the most skilled people in their fields, whether it’s a class to play piano or an introduction to blockchain.”

You don’t need to be a person that you’re not, or a brand that you’re not. Successful brands have a common factor: authenticity. And to be authentic, you need to know yourself really well—you need to know who you are.

Connect with Enrique and Carlota on LinkedIn.

This post was edited by Melissa Haun, a freelance content creator based in Lisbon.

For more insights into brand value:

Challenge the status quo – Steevan Glover, brand director and marketing expert

Develop your brand personality – Aoife Noone, founder of Babushka Social

A toast to positivity – Galya Korukhchyan, global brand manager for Malibu Rum

To see the full transcript, click on page number 2 below.