GEN B

In the 21st century, a brand cannot limit itself to being a simple business vehicle composed of an image and a strategy. Due to the speed at which the market moves, if the brand wants to develop and consolidate foundations upon which it can grow, then it must create its own culture: a set of unifying values, knowledge and a vision to provide the project with layers and a deeper meaning, whilst building solid progress which does not compromise its identity.

This brand culture cannot be summarised in one document: it must be kept alive, cultivated, and appear in all interactions between employees and clients, fostering its internal presence and influence.

For a brand like B The Travel Brand, a pillar of the Ávoris Group and a leader of a market in permanent change like the travel industry, having a brand culture that evolves at the same pace as its clients is of fundamental importance.

The response to this challenge was the creation, through the leadership of Nadie, of Gen B, a digital and print communication platform, aimed at becoming a catalyst and lever for boosting and spreading the culture of travel found at B The Travel Brand. This would be achieved through high quality curated content, collaboration with leading names and a meticulous design, connecting key voices and perspectives in a complex and diverse polyhedron in order to provide a new platform for the world of travel. The most important thing, however, is that this vision is maintained, and continues to evolve.

Gen B is not just a magazine for clients, nor is it exclusive to employees; it offers interesting content for all distributors and all parties active on the brand’s platforms and channels. This dual helping of internal and external communication establishes a dialogue between both parties, unifies the brand culture and creates a unique sense of community within the sector.

Company website: www.bthetravelbrand.com/viajes/genb