Brands don’t need customers. They need fans.
Former Chief Marketing Officer of FC Barcelona, co-founder of D2F Partners and Everesting. I help organisations turn audiences into communities — and communities into business.
Keynotes that turn marketing teams into fan builders.
Tailored for leadership summits, marketing conferences and corporate events — in English, Spanish or Catalan.
The Belonging Brands
Why the strongest brands of the next decade won’t sell products — they’ll offer belonging. A framework for building community-first brands.
Direct-to-Fan Strategy
Lessons from FC Barcelona and global entertainment brands on converting massive audiences into direct relationships and direct revenue.
Building LoveBrands
How to move a brand from being chosen to being loved — and what that changes in product, content and organisation.
Sport & Entertainment as a Business Model
What every industry can learn from how sport and entertainment monetise emotion, identity and fandom.
More than a transformation: Barça, from football club to the biggest LoveBrand in sport
Keynote for Tigo at Tigo Fest, El Salvador — 1,000 attendees. English subtitles.
Watch on Vimeo →The Belonging Brands — the book.
Guillem’s first book is on its way: how the strongest brands of the next decade will be built on belonging, community and fandom. Subscribe on Substack to be the first to know.
Direct to Fan Podcast
Fans, not customers — with Shopify
Conversations with the people behind brands that have fans, not customers — in sports, entertainment and beyond. In Spanish.
Two decades building brands people belong to.
As CMO of FC Barcelona, Guillem led the club’s transformation into the world’s most valuable football brand — building its direct-to-fan strategy, launching Barça Studios and growing a global community of hundreds of millions of followers.
Today he is co-founder and Managing Partner of D2F Partners and co-founder of Everesting, advising brands in sport, entertainment and consumer industries on how to close the gap between the love they inspire and the business they build. He speaks at conferences and corporate events worldwide.
Follow Guillem on LinkedIn →Invite Guillem to your stage.
For keynotes, panels and media enquiries. You’ll get a reply within a few days.