From Miami to Barcelona: Learning from Nestlé Purina’s Communications Team

Grateful for the opportunity to visit Purina Studios in Barcelona and learn from the incredible team at Nestlé Purina.

One of the most valuable takeaways from our visit came from Miquel Campmany’s discussion of Brand Building the Nestlé Way (BBNW), the framework that guides how Nestlé creates consistent, meaningful brands across its global portfolio. What stood out to me most was learning how the framework aligns short-term performance metrics with long-term brand purpose. I was especially interested in how Nestlé integrates product associations into campaigns to build strong cognitive connections with consumers, so that when people see a specific image, symbol, or cue, they immediately think of the brand and its products.

Miquel emphasized that successful brands are not built solely through product features, but through purpose, emotional connection, and distinctiveness. Through a clear brand identity, meaningful values, and community-focused initiatives, Nestlé demonstrates how brand strategy can create lasting relationships with consumers while generating positive impact for communities.

It was also a pleasure to hear from fellow University of Miami School of Communication alumna Lourdes Bogiani Grant. Lourdes shared her professional journey from her time at UM to her current role at Nestlé Purina, offering valuable insight into building a career in communications. Her openness about the challenges, opportunities, and decisions that shaped her path, along with her advice on staying curious, embracing new experiences, and continuously learning, made a lasting impression on our group.

As a Public Relations graduate student, it was fascinating to see how these branding and communication principles are applied at a global scale while still adapting to local audiences through social-first content and digital engagement.

Thank you to Lourdes, Miquel, and the entire Purina and Nestlé team for welcoming us and sharing your expertise. Experiences like these continue to bridge the gap between classroom learning and industry practice.