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

Communicating brand purpose

Communicating brand purpose adds more than ever to a company's reputation. In this context, Pilar LarreaThe director of communication in mass consumption, explains why it is important and what the purpose of companies should be like in an interview with Jaime Lobera, marketing and communication consultant.

Quotes from Pilar Larrea

"Purpose is the reason for the existence of a company or a brand. It should be something that intrinsically connects to your product or service and what it brings and benefits to society".

"The cause, the purpose that the company chooses has to be simple, relevant and creatively communicated and repeated in a coherent and consistent manner over time to acquire full credibility and legitimacy".

"The Dircom today, in addition to anticipating trends and listening to the environment, must be attentive to the expectations of its stakeholders. This is the opportunity to work with stakeholders as allies".

Spanish consumers will change their consumption habits in the new normality

One third of the market is at stake: shift from out-of-home consumption to retailers, shift between channels, brands and products New patterns of food consumption that will mark the transition to the new normality: greater consumption in the home, the search for price and value and the growth of e-commerce...

  • Blog
  • 3 min. reading time

Felipe VI and crisis communication

We lived a few days of emotions of all kinds and all very strong. At a time when the coronavirus has paralysed our lives in the dry we are faced with another scenario that deepens the crisis of the monarchical institution. Or perhaps it strengthens it? Let us analyse a...

  • Blog
  • 2 min. reading time

Physical Exercise and Brain

The brain, like muscles, can be atrophied when it is not trained. Physical exercise is antidepressant, anxiolytic and releases endorphins producing elevates self-esteem, well-being, positive thoughts and is a poly-pill that prevents many diseases. The physical exercise produces the liberation of the factor of growth similar to the circulating insulin in...

  • Blog
  • 3 min. reading time

Alicia Campos Serrano -- Africa since 1940. The past of the present

Frederick Cooper, History of Africa since 1940. The past of the present, Rialp, Madrid, 2021 (Trans. José María Sánchez Galera) "When a historian of the talent of Frederick Cooper reflects on contemporary realities, as in this book on Africa, we can find a contribution that goes beyond historiography, and that...

  • Blog
  • 2 min. reading time

BCG Report -- The growing demand for female digital talent

The demand for digital talent is currently very high and growing rapidly, so much so that companies are embarking on a desperate race to recruit the best talent. However, they are missing a huge opportunity by not reaching out to women more effectively. Women...

  • Blog
  • 6 min. reading time

BCG Report - Global Risk 2021: Building a Stronger, Healthier Bank

Banks should strengthen their risk management capabilities and prepare for the impact of substantial loan losses in the coming months, as the completion of government aid programs reveals the financial impact of the pandemic, according to a new report from Boston Consulting Group (BCG). The report, entitled Global Risk 2021:...

  • Blog
  • 2 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.