Fernando Gastelbondo

I founded more than twenty years ago my consulting practice through two companies: Compassbranding and Compass Porter Novelli. My objective was to help companies measure and increase the value of their brands. The services provided by both firms include the financial valuation of brands and intangibles assets (a value hidden in financial statements), as well as the design and implementation of communication strategies to consolidate reputations, manage sensitive issues and crisis. I am the author of the study “The most valuable Colombian brands” which has been published in the country´s leading business media for the past 20 years. This study ranks Colombian brands in three categories: services, products, and brand portfolios of economic groups. In November of 2021 we published a similar study on the brands of Colombia’s football teams. I began my professional career in Colombia working for Occidental Petroleum, Exxon and the Economics Division of the Ministry of Foreign Affairs. The following are my academic credentials: Business Strategy Program – Columbia University (NY), MBA – Temple University (Filadelfia, PA), Economist – Universidad de los Andes (Bogota, Colombia). I have delivered courses on branding and strategic communications at several of the leading Colombia universities (Andes, Javeriana, Externado and Sabana). I have written more than 30 articles about branding for local newpapres.