News

  • Analysis
  • 8 May 2025
  • 1 min. reading time

The Brand as a strategic pillar and a generator of value

A brand is not a name or a logo. It is not about colours or beautiful designs. It is about transmitting at all times and with every piece of communication, your values as an individual or company, your philosophy and your positioning in the market. The brand defines, explains and sells.

To do this, it is essential to approach it from a strategic point of view. Market research, a clear positioning, a name and a brand and product architecture. Once we have this well defined, the corporate identity gives it physical form, not only visual, with a personal typography, a logo and unique colours.

It is also essential to understand that the brand communicates by itself and, to do so, it must have a clear tone and style of language. It must know how to define itself in very few words and must be able to communicate through any element in which it appears. A press release, a packaging, a product, an image, a banner or the speech of a telephone operator.


At PROA Comunicación we promote brands, we make them strong, personal and solid so that they communicate and convince.

By Javier Zapaterobranding specialist at PROA Comunicación.

Meet the speakers of the PROA Communication Observatory: War and Peace in the Global Marketplace

The international arena continues to be marked by war and geostrategic tensions, with their multiple impacts on the economy, institutional functioning, corporate diplomacy and legal security. The military industry, as well as the technology and security sectors, are taking on a new role in the priorities of the international...

  • Analysis, Blog
  • 3 min. reading time

José Antonio Rodríguez Piedrabuena -- Is the human brain really different?

Human brains did not evolve from reptilian brains by developing additional parts to house emotion. We do not have an inner snake or an emotional monkey to be controlled, as some courses offer, which, on the other hand, do not really question anything personal or corporate. The...

  • Analysis, Blog
  • 3 min. reading time

Yago de la Cierva --"Professional life does not end after a crisis, if we have done what we should have done".

There has been no respite for the economy and the business sector. The pandemic caused by covid was followed by the outbreak of war in Ukraine, pressure on global trade, rising energy prices, inflation and rising costs...

  • Analysis, Blog
  • 3 min. reading time

The Dircom is not the one who tells the good, hides the bad and exaggerates the average, but the one who influences the behaviour of organisations.

At the end of September, the Training Conference: Journalism and Good Corporate Governance, an event organised by the Faculty of Communication and the Observatory for Responsible Media and Information, was held at the University of Navarra's postgraduate headquarters in Madrid. One of the sessions was in charge of...

  • Analysis
  • 6 min. reading time

José Antonio Rodríguez Piedrabuena: An anti-aging breakfast

Food is used to make billions of cells every day, to replace cells that have killed themselves because they are old or for other reasons, and to make the membranes of neurons that will use some varieties of lipids. Hence the need for healthy fats.....

  • Analysis
  • 3 min. reading time

Circadian clocks: the hidden rhythms that drive our health

I write this note to demystify the concepts we have about the brain such as neural networks, computation and so on, by which it is ignored that the brain is, fundamentally, a conglomerate of biochemical processes elaborated by its neurons to act as signals of a complex and mysterious nocturnal and diurnal synchrony,...

  • Analysis
  • 3 min. reading time

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Every week we share reflections, trends and the key aspects of about reputation, strategic communication, public affairs and innovation. Content designed for professionals who value information with diligence and perspective.