The future of brands calls for deeper reflection on identity, leadership, and value creation in a constantly evolving world.
In this context, the Innovation X Hub at Porto Business School is hosting the event “Leading with Purpose: The Future of Brands, Leadership and Trust”, marking the beginning of a strategic partnership with EY and the official launch of the Brand Futures Lab.
This event brings together business leaders, institutional decision-makers, and experts to explore the role of brands as strategic assets in a landscape shaped by change, rising expectations of trust, and the growing demand for sustainable impact.
Brand Futures Lab: applied innovation for the future of brands
The Brand Futures Lab is an applied innovation lab of the Innovation X Hub at Porto Business School, developed in partnership with EY. It is dedicated to thinking, testing, and creating strategic solutions to address the current and future challenges faced by brands.
By combining academic research, executive expertise, and co-creation with organizations, the Lab transforms insights into real-world impact, positioning branding as a driver of competitiveness, trust, and sustainable value creation.
Through this initiative, Porto Business School reinforces its positioning as a school focused on action, strategic experimentation, and a strong connection between academic insight and real-world business challenges.
Event details
Date: March 4
Time: 5:00 PM
Location: Porto Business School
Program
5:00 PM | Welcome
5:30 PM | Opening session
Institutional welcome
Patrícia Teixeira Lopes, Vice-Dean, Porto Business School
Miguel Farinha, Country Managing Partner, EY Portugal, Angola and Mozambique
5:40 PM | Keynote Speaker
Miguel Mota Freitas, Chief Representative for Culture & Education, Sonae
Reflections on brands, identity, and value creation in a context of transformation.
6:15 PM | Panel
Brands in Transformation: Identity, Territory and Value Creation in a Changing World
Isabel Moreira da Silva, Porto City Council
Luís Onofre, President, APICAPS
Nuno Bernardo, Super Bock Group
Sérgio Ferreira, EY Consulting
Carlos Melo Brito, Ordem dos Economistas – Northern Region
Moderation:
Ana Côrte-Real, Faculty & Corporate Relations Director | eMBA Director
7:00 PM | Brand Futures Lab presentation
Hermano Rodrigues, Principal, EY-Parthenon | Strategy & Execution
Diogo Vieira da Silva, Impact Centers Head of Unit, Porto Business School
7:10 PM | Cooperation Protocol Signing
Porto Business School & EY
7:20 PM | Closing remarks