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.

Interview with Pilar Urbano: "El procés is a sleeping volcano that could wake up".

  Pilar Urbano (Valencia, 1940) maintains intact her curiosity and stimulus to investigate the great events of the present day, but she takes her time, avoiding the urgency of the instant chronicle. Thus arises El Alzamiento, a documented book that dissects the pro-independence process, going back to its origins, investigating...

  • Analysis, Blog
  • 1 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

The dangers of narcissism

The brain begins to be built from the womb, but it is during the early years - beginning in infancy, a stage of maximum defencelessness - that our way of being emotional is most profoundly shaped. This is due to the complexity of brain development, an organ that, being plastic and malleable, remains susceptible to influence...

  • Analysis
  • 4 min. reading time

José Antonio Rodríguez Piedrabuena: Taking care of the intestinal flora after the excesses of the festive season

In our gut lives a collection of bacteria, fungi, archaic bacteria, viruses and yeasts. It is the gut microbiota, which regulates responses to stress, the immune system, mood and anxiety, satiety and food reward, neurodevelopmental and social behaviours and behaviours related to...

  • Analysis
  • 3 min. reading time

The importance of taking care of the health of our digital footprint

In today's digital age, the loss of a person's or entity's reputation can have devastating consequences. The most recent cases of companies and prominent personalities confirm that such situations not only entail significant financial losses, but can also seriously affect the mental health of those affected.....

  • Analysis
  • 2 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

More conversations, more ideas, more PROA.
Follow us on our networks.

Linkedin X-twitter Youtube Instagram

Receive ideas with criteria

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.