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.

Rafa Rubio -- "Businesses need to engage with institutions in a professional way".

The world of lobbying has evolved in recent years, coming out of the shadows and becoming a professionalised, more transparent field, capable of opening and strengthening democratic channels of communication and influence between companies, organisations and public authorities. One of the pioneers of...

  • Analysis, Blog
  • 4 min. reading time

Meet the speakers of the PROA Communication Observatory: War and Peace in the Global Marketplace

The international arena continues to be marked by war and geostrategic tensions, with their multiple impacts on the economy, institutional functioning, corporate diplomacy and legal security. The military industry, as well as the technology and security sectors, are taking on a new role in the priorities of the international...

  • Analysis, Blog
  • 3 min. reading time

Yago de la Cierva --"Professional life does not end after a crisis, if we have done what we should have done".

There has been no respite for the economy and the business sector. The pandemic caused by covid was followed by the outbreak of war in Ukraine, pressure on global trade, rising energy prices, inflation and rising costs...

  • Analysis, Blog
  • 3 min. reading time

Reflections on communication by Luis Valls-Taberner

Yago de la Cierva, Director of Crisis Communication at PROA Comunicación, is a Senior Lecturer at IESE Business School, holds a PhD in Philosophy from the University of Navarra and a degree in Law from the University of Santiago de Compostela. He has dedicated his entire professional life to four areas of communication:...

  • Analysis
  • 5 min. reading time

Pablo de Villota -- Is Fernando Alonso getting it right with his latest advertising campaign?

The recent commercial featuring Formula 1 champion Fernando Alonso has generated divided opinions. On the one hand, there are those who think it is a stroke of genius, and on the other, those who think it is unbecoming of one of the most important sportsmen in the world. ....

  • Analysis, Blog
  • 3 min. reading time

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

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.