Andy Stalman is an expert in launching and nurturing brands in Latin America. Author of “Brandoffon. Branding the Future” and CEO of Cato Partners Europe & LatAm, he also lectures as a visiting professor at a number of business schools and companies worldwide. We have spoken and shared meals together a number of times, from Bogota to Madrid, and I was keen to get his views on the challenges of engaging Hispanic consumers, as well as the secrets behind successful Spanish companies like Zara and Santander.