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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".

José María Peredo Pombo -- "The geopolitical situation is changing".

José María Peredo Pombo, Professor of Communication and International Policy at the European University of Madrid, details in this interview for PROA how the geopolitical situation is changing as a result of the pandemic, giving greater impetus to China and improving its position in Southeast Asia. Asked about the political...

Carlos Salas -- "Businesses face the challenge of communicating in the age of distractions".

María González, consultant at PROA Comunicación interviewed Carlos Salas, the firm's Training Director, who has given communication courses to executives from Accenture, KPMG, Repsol, Indra, Gas Natural, Allianz, Google, Baxter, Greenpeace, L'Oréal, Guardia Civil, Telefónica, McKinsey, CNMV, SAS, Hogan Lovells, Mutua Madrileña, Cepsa, Grupo Santander,...

Ricardo Cuevas -- What are the functionalities of AI in communication and public relations?

"Don't be fooled by the concept of Artificial Intelligence (AI), because there is nothing artificial about it: AI is made by humans, designed to behave like humans and intended to impact human lives." The professor of computer science at the University of...

Innovation is no longer an option

Just as the industrial economy was marked by the expansion of markets, the incorporation of new spaces and the working mass, the post-COVID-19 'new situation' points to digital transformation and innovation. Although there is no predefined plan or magic recipes, communication is a strategic and transversal factor in the processes...

The Investment Priorities that Differentiate Digital Leaders

Companies that bet on expanding the capabilities of their staff and invest more in technology tend to show a higher degree of digital development than those that devote less resources to these priorities. This has been demonstrated by a study from the Boston Consulting Group (BCG), that surveyed 1,800 companies...

José Antonio Rodríguez Piedrabuena -- Why does the brain refuse to change?

Our brains are not looking for the truth, but for everything to be coherent is what is true for them. And they become entrenched there. Once we are militating for something coherent, all the potential of our mind starts to mobilise and it will defend that coherence as the truth. It will no longer be necessary to continue expending energy,...

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Brand purpose communication

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