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.

José Antonio Rodríguez Piedrabuena: The food the brain needs

The brain needs many nutrients for healthy functioning, including amino acids, B-complex vitamins, polyunsaturated fatty acids ω-3 and ω-6, monounsaturated fatty acids, choline, vitamins C and D, and minerals such as iron, zinc, magnesium and others. Dietary sources include oily fish (sardines, salmon, shellfish, frigate mackerel), flaxseed, seed...

  • Analysis
  • 2 min. reading time

In a polarised context, crises have an even more uncertain end.

There are a series of strategies and methodologies for creating powerful stories that achieve the objectives pursued, from the linguistic aspect, focused 100% on the quality of the message, its conceptualisation and who is the spokesperson, to managing details so minimal that they have to be understood and understood by the audience.

  • Analysis, Crisis communication
  • 2 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

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

Alfonso Vara -- "A citizenry disinterested in the news is unprotected from manipulation and polarisation".

Alfonso Vara Miguel is a professor of Journalism at the Faculty of Communication (FCOM) of the University of Navarra, where he teaches Economics and Economic Journalism, as well as accounting and finance in the Master in Corporate Reputation (MERC). He is also a member of the Center for Internet Studies and Digital...

  • Analysis, Blog
  • 4 min. reading time

Trump, tariffs and reputation: how Spanish companies should prepare for the new global order

The return of Donald Trump to the international political scene, with an increasingly aggressive protectionist narrative, heralds a profound change in the rules of global trade. His proposal to impose generalised tariffs is putting European companies on alert, especially Spanish companies, given their strong export vocation...

  • 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.