"We must involve citizens to make them fans of the Barcelona success"
Barcelona is a world leader in organising congresses and all residents should feel that they are part of this shared success, because it is collective projects, such as the Olympic Games in their day, which bring the city to life and get the best out of its residents.
26-06-2018 | Interviews
Xavier Oliver
IESE lecturer and brand expert
This is the view of Xavier Oliver, lecturer at IESE business school and brand management expert, who believes that to make citizens "fans" of the city they need to feel that "they are needed?. Oliver advocates for Barcelona establishing "emotional communication" with its residents. The lecturer explains that, in brand communication, there are three types of values: instrumental (what a brand does for me); emotional (how does a brand relate to me); and central (the brand ideology). In his opinion, the Barcelona brand must establish a direct relationship with citizens so that they again feel that they are "part of a dream, as was the case with the Olympics".
In the case of business and professional meeting tourism, he believes that the residents have a lot to contribute when it comes to maintaining the prestige of Barcelona if their collaboration is requested the right way. "Can you help me? Why not make this the greatest city in the world? Not for businesses, but where people feel happier. And who should feel happier? Well: everyone who comes", he explains.
Oliver draws our attention to an important fact. In the past, people clearly separated their work and personal lives. That is no longer the case: the lines are now blurred. When people travel for business they want a fulfilling experience and they want to know where to go for dinner, what they can explore in the city and, in short, how to make the most of their stay in every way.
Oliver began his career with the United Nations (UN) where he led a study on emergency situations in the Middle East and then worked for the World Council of Churches in Jerusalem and for the World Health Organisation in Copenhagen. He subsequently became chairman and CEO of the BBDO advertising group in Spain. In his work he demonstrates how brands are a basic tool used by consumers to shape their identity. Travel and tourism also help us to define ourselves in a time marked by consumption and the decline of the major ideologies.
Oliver lives in the Sarrià district and is a keen walker and cyclist. He is a big fan of the Barcelona spirit, considering that its residents are always outward-looking and ready to help, and keen to rediscover the city.