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  • Blog
  • 9 January 2020
  • 1 min. reading time

Brand purpose communication

Communications on brands purpose plays a role more important than ever in a company's reputation. In this matter, Pilar Larrea, former Campofrio's Communications Manager, explains the significance of this issue and what should be the company's purpose.

Pilar Larrea's Quotes

"Having a purpose is the reason for existence for a company or a brand. It must be something that intrinsically connects with your product or service and what it brings and benefits to society".

"The cause or the purpose the company chooses has to be simple and relevant. The communication of this purpose should be done constantly and creatively in a coherent and consistent manner to acquire full credibility and legitimacy".

"A Communication Manager should be able to foresee the trends and listen to their environment, he or she must pay attention to the expectations of his/her interest groups, as it is an opportunity to work with them as partners".

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Many of us wonder what is the secret behind the winners. Success is not a matter of luck or chance: behind a successful person there is a great effort achieved over the years and cultivating habits that make them be in the place they deserve. And this applies to all...

  • Blog
  • 2 min. reading time

Wine in times of coronavirus

"From your favourite artists' house to yours", that's how #YoMeQuedoMeEnCasaFestival was announced before garnering 440,000 followers on Instagram. This initiative, devised by a music promoter and a renowned artist, managed to put the community in check (crossing the digital frontier and filling with its repercussions a quota of followers)....

  • Blog
  • 2 min. reading time

The artificial meat and the necessary prior publicity

I comment an article published in Expansión quoting it, and my comments without quotes. "Meat consumption has reached alarming levels." Bullshit. Consumption has dropped, as has milk consumption. Thousands of farms were closed in Spain last year. "Livestock accounts for 14.5% of total greenhouse gas emissions and takes up two...

  • Blog
  • 4 min. reading time

"Companies can be penalised for mistakes of their employees in competitive activities".

Companies must know that they can be sanctioned for any prohibited activity that their employees perform with regards to competition and that fines can be up to 10% of their sales figures of the previous year. That was the resounding message that Amadeo Petitbò, former spokesperson and president of the...

  • Blog
  • 1 min. reading time

José Barros -- From Steiner to Scruton, the power of humanism

What is the name of the rose, does the rose essence exist or is its concept a mere linguistic representation? The question of universals, which with the world......
  • Blog
  • 3 min. reading time

José Antonio R. Piedrabuena -- Interview with Marisa López Redondo, doctor in Biochemistry at IBV-CSIC

Dr. Piedrabuena interviews Marisa López Redondo, PhD in Biochemistry and head of the electron microscopy area at the IBV-CSIC Protein Synthesis Regulation Unit, about future research on proteins related to COVID-19. This VIDEO can be reproduced as long as it is available....

  • Blog
  • 1 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.