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Juan Alonso Torres, Non-Alcoholic Beverages Director in ABInBev shares the parameters brand have to take to have campaigns with a positive social impact
In today’s world, companies around the world are focusing their efforts in creating positive impact towards society and their environment, in this sense, they have migrated their attention from the development of commercial tactics to strategies that involve the essence of their consumers and their current problems: most of the time through emotional links that are oriented to achieve a change in societies behaviour.  
According to Jim Stengel, CEO of The Jim Stengel Company , organisation that works with companies based on ideals, marketing with social purpose looks to “define what a company does, beyond making money, and how to improve your clients lives”. In order to understand a little bit more, Juan Alonso Torres, Non-Alcoholic Beverages Director in ABInBev, shares ....

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