{"id":46784,"date":"2026-04-29T16:06:35","date_gmt":"2026-04-29T14:06:35","guid":{"rendered":"https:\/\/proacomunicacion.es\/?post_type=en-los-medios&#038;p=46784"},"modified":"2026-04-29T16:16:44","modified_gmt":"2026-04-29T14:16:44","slug":"improvisation-is-not-a-strategy-how-to-build-a-strong-brand-from-the-ground-up","status":"publish","type":"en-los-medios","link":"https:\/\/proacomunicacion.es\/en\/en-los-medios\/la-improvisacion-no-es-una-estrategia-como-construir-una-marca-solida-desde-cero\/","title":{"rendered":"Improvisation is not a strategy"},"content":{"rendered":"<p>Building a brand from scratch is not a question of aesthetics. It is, above all, a strategic exercise that requires rigour, time and active listening that goes far beyond the executive offices.<\/p>\n\n\n\n<p>This is the view of Julia Montoro, director of PROA Comunicaci\u00f3n, a strategic consultancy specialising in reputation, communication and public affairs. For her, the starting point is always the same, and it has<strong>&nbsp;a lot of professional humility<\/strong>.<\/p>\n\n\n\n<p>\u00abThe first and most important step is to&nbsp;<strong>listen<\/strong>. We have to know the organisation in depth, what problem it solves or what needs it meets, who it addresses and in what competitive context it operates\u00bb.<\/p>\n\n\n\n<p>Read the full article here:<\/p>","protected":false},"excerpt":{"rendered":"<p>Construir una marca desde cero no es una cuesti\u00f3n de est\u00e9tica. Es, ante todo, un ejercicio estrat\u00e9gico que exige rigor, tiempo y una escucha activa que vaya mucho m\u00e1s all\u00e1 de los despachos de direcci\u00f3n. As\u00ed lo defiende Julia Montoro, directora de PROA Comunicaci\u00f3n, consultora estrat\u00e9gica especializada en reputaci\u00f3n, comunicaci\u00f3n y asuntos p\u00fablicos. Para ella, [&hellip;]<\/p>\n","protected":false},"author":16,"featured_media":46785,"menu_order":0,"comment_status":"open","ping_status":"open","template":"","format":"standard","meta":{"footnotes":""},"servicios":[2512,2511,2488],"sectores":[],"class_list":["post-46784","en-los-medios","type-en-los-medios","status-publish","format-standard","has-post-thumbnail","hentry","servicios-estrategia","servicios-marca","servicios-proa-comunicacion"],"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v27.0 - https:\/\/yoast.com\/product\/yoast-seo-wordpress\/ -->\n<title>La improvisaci\u00f3n no es una estrategia - PROA Comunicaci\u00f3n<\/title>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" \/>\n<link rel=\"canonical\" href=\"https:\/\/proacomunicacion.es\/en\/in-the-media\/improvisation-is-not-a-strategy-how-to-build-a-strong-brand-from-the-ground-up\/\" \/>\n<meta property=\"og:locale\" content=\"en_GB\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"La improvisaci\u00f3n no es una estrategia - PROA Comunicaci\u00f3n\" \/>\n<meta property=\"og:description\" content=\"Construir una marca desde cero no es una cuesti\u00f3n de est\u00e9tica. Es, ante todo, un ejercicio estrat\u00e9gico que exige rigor, tiempo y una escucha activa que vaya mucho m\u00e1s all\u00e1 de los despachos de direcci\u00f3n. As\u00ed lo defiende Julia Montoro, directora de PROA Comunicaci\u00f3n, consultora estrat\u00e9gica especializada en reputaci\u00f3n, comunicaci\u00f3n y asuntos p\u00fablicos. 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