Fernando Gaspar Barros

Founder & CEO, Brands Like Bands ★ Named by Richard Branson as one of the 10 Global Projects to Watch in 2026 — via Horasis, the Zürich-based global think tank Lisbon & Zürich

ABOUT

Fernando Gaspar Barros explores one of the defining business questions of our time:
How do organizations create trust, identity and belonging in a world shaped by AI, uncertainty
and constant change?
Founder of Brands Like Bands, an international platform operating across seven countries, Fernando
works with global organizations to transform culture from an internal narrative into a visible and lived
experience.
Drawing on more than a decade of work across corporate, cultural and international environments, he
brings a distinctive perspective on how culture, leadership and human connection are becoming
strategic assets in the modern economy.
His work has been featured by Forbes, Fast Company and Entrepreneur, positioning him among a new
generation of voices exploring the future of organizational culture, talent and leadership.

KEYNOTE TOPICS

The Future of Organizational Culture
How companies can remain human in an increasingly automated world
AI is transforming workflows, but it is also reshaping how people perceive relevance, contribution and
belonging. This session examines what leaders need to understand to build resilient organizations in the
decade ahead.

Beyond Engagement
What organizations are getting wrong about culture, retention and motivation. 

Employee engagement remains stubbornly low despite years of investment. Fernando explores why traditional approaches are failing and what leading organizations are doing differently.

The Identity Economy
Why trust, belonging and culture are becoming competitive advantages in the age of AI 

As technology becomes increasingly accessible, competitive advantage is shifting towards something harder to replicate: human systems. This keynote explores why organizational identity, trust and belonging are becoming critical business assets.

Why Talent No Longer Chooses Companies
How identity, meaning and coherence are reshaping employer attractiveness. 

The most sought-after professionals are no longer choosing employers based solely on compensation. Increasingly, they are choosing environments that offer clarity, trust and cultural coherence.

What Business Can Learn From Human Communities
Lessons from music, sport and culture that traditional management often misses. 

The strongest communities in the world create emotional connection, loyalty and participation. This keynote explores how organizations can apply those same principles to culture and leadership.

SELECTED ORGANIZATIONS
Technology & Digital
Cisco • Samsung • Nokia • Ericsson • Aptoide • Mercedes-Benz.io
Financial Services
BNP Paribas • Natixis • KLx – Crédit Agricole Groupe • Mercer Marsh • iCapital
Industry & Manufacturing
Siemens • Bosch • Schneider Electric • BMW
Healthcare & Life Sciences
Grünenthal
Consumer & Global Brands
L'Oréal • LEGO • Harley-Davidson • Philip Morris International
Professional Services & Outsourcing
ManpowerGroup • Arvato Group (Bertelsmann) • Axians • Inetum • Mercado Livre •

RECOGNITION

★ Horasis, a global think tank headquartered in Zürich, named the Brands like Bands one of 10 global
projects to watch in 2026 as it prepares for an international tour across two continents, seven countries,
and eight cities.
★ Featured by Forbes, Fast Company, Entrepreneur Magazine, and other international business
publications, As a recognized voice in branding people-driven cultures
★ Mentor at The Founder Institute, the world’s largest startup accelerator.
★Led the first open innovation program in music, collaborating with Microsoft, Abbey Road Studios
(home of The Beatles), and Creative Europe (European Union)
★Endorsement by the European year of Criativity and Innovation

TESTIMONIALS
“Many people arrive in Zurich with ambitious ideas. Few manage to earn attention in a city defined
by precision, discretion and excellence. Fernando achieved that by building something genuinely
distinctive and internationally relevant. His journey reflects the entrepreneurial spirit that
Switzerland values most: creating long-term value through innovation, credibility and perseverance"
- António Bico, President at Swiss-Portuguese Chamber of Commerce and Industry

"Fernando has a rare ability to connect culture, business and community in ways that create genuine
value for global brands. His vision challenged us to think differently about engagement, opening
opportunities and conversations that extended far beyond traditional event formats." - Narissa
O'Moore - Entertainment & Marketing Manager - Europe · Hard Rock International

"In a world where organizations invest heavily in technology and transformation, Fernando reminds
us that culture remains a strategic asset. Over the years, Brands Like Bands has helped strengthen
engagement, collaboration and belonging in ways that traditional communication initiatives rarely
achieve. It turns culture into something people can experience rather than simply talk about." Hugo
Modesto - Head of Communications and Government Affairs, Siemens

"The companies that will thrive in the next decade will not simply adopt AI faster. They will create stronger human systems around it" Fernando Gaspar Barros

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