About Me
Hello, my name is Santiago Fernández-Gubieda and I am from Bilbao; but as those of us from Bilbao are born where we want, I decided to be born in London in 1975. And yes, I have British nationality. But this is a long story that someday I will tell you if we meet.
For the moment, I leave you a picture of me a few months old in my old house, a simple cottage in Beckenham and another one a little older in the same house, forty years later!
I grew up in a single-parent family, with no father and no siblings. My mother is a valley of light and, at 87 years old, she is still as beautiful as you see her here.
I soon learned the basics of life: that the ColaCao (a children’s cocoa drink) is always at the top of the kitchen; that the important thing on the road is not where you are going, but who is with you; and that conformity is not a good place to live (the hungry mind!).
The personal aspect marks the professional aspect. For almost 30 years I have dedicated myself to communication in different areas: journalism in the media and corporate communication in institutions; some teaching classes in communication and university research; the publication of books and articles; and, also, consulting in communication and corporate reputation.
Communication is essential for the success of organizations. Communication makes possible the relationship with people, creates teams, inspires ideals, makes you open and empathetic, teaches you to listen. Without communication, there is no leadership, no strategic direction. Communication is trust, bonding and loyalty. Without these intangibles, the bottom line is in the red.
My professional specialization is university branding and reputation. Over the last few years, I have developed a theoretical and practical framework for understanding and managing university brands and a model for learning how to cultivate, measure and protect reputation. On this website I leave you with some learnings, ideas and resources.
I am convinced that education is the most relevant public space to change the world. The university is the community where you learn to live for others and to discover that truth is not something you have, but something you seek with different people. Working at a university is a privilege and a responsibility. I remind myself of it every day at the University of Navarra, my other alma mater.
Responsibilities
Executive Director of the Center for University Governance and Reputation (since 2020)
Chief Reputation Officer at the University of Navarra (since 2018)
Consultant in reputation, strategic communication, and corporate communication for universities, schools, and hospitals in Europe, Africa, and Latin America.
Professor of reputation and corporate communication in three master’s programs: People Management in Organizations; Media Business Management; and Sustainability.
Member of the World 100 Reputation Network committee.
Member of the CASE Europe Council.
Member of the academic and organizing committees for courses and conferences on higher education.
Editor of Building University Reputation
Deputy to the Vice-Rector for Communication at the University of Navarra (2018-2020).
Director of Communication at the Clínica Universidad de Navarra, overseeing its Pamplona and Madrid locations (2014-2018).
Credentials
Author of the book “A Memorable Experience. How to Cultivate the Reputation of Universities” (Eunsa, 2023).
Editor of the book “Sowing Reputation. Conferences from the International Reputation Week” (Eunsa, 2024)
Ph.D. in Communication from the University of Navarra, with a dissertation titled “Conceptual Framework of Reputation: Implications for University Governance”
Speaker at international conferences on corporate communication and reputation management in universities (World 100, CASE, High School of Economics in St. Petersburg, and Building Universities Reputation).
Media MBA – Master’s in Media Business Management from the University of Navarra-IESE Business School
Executive programs at IESE Business School on change management and effective communication
Bachelor’s Degree in Communication from the University of Navarra
Diploma in Philosophical Studies.
Shall We Talk?
Contact me for an initial, no-obligation conversation.