Heritage Is Not a Story. It Is an Asset That Has to Earn Its Relevance Every Time: A Conversation with Laura Muinos Martin, Global Brand Director, Bacardi

Laura Muinos Martin’s job is to hold two things in tension simultaneously. The brands she works on globally have histories, identities, and values that took decades to build. The consumers she is building them for are operating in a world that is moving faster, fragmenting attention more completely, and recalibrating what they expect from the brands they choose than at any point in recent memory.

The question that sits at the centre of her work is not how to protect what a brand has built. It is how to make what a brand has built relevant to a consumer who did not build it with them.

What Has Changed About the Consumer

Two shifts stand out in Laura’s assessment of the past few years.