The serious social and economic crisis of the previous decade, alongside the paradigm shift in communication that implies the emergence of new technologies, have caused profound changes in human relations, the consumption of information or the vision that citizens have of Companies. Brands are subject to greater social scrutiny by consumers, increasingly empowered, demanding and able to influence through social networks. In this changing and increasingly digital environment, reputation management, branding and communication become strategic aspects for companies to generate trust and be relevant to their stakeholders. To approach these issues, we will have Mrs. María Luisa Martínez Gistau, member of the Management Committee of CaixaBank and Executive Director of Communication, Institutional Relations, Brand and CSR of this financial institution, as well as the President of Autocontrol and President of Dircom Catalunya.