{"id":15935,"date":"2020-01-08T19:14:30","date_gmt":"2020-01-08T18:14:30","guid":{"rendered":"https:\/\/proacomunicacion.es\/?p=15935"},"modified":"2020-01-08T19:14:30","modified_gmt":"2020-01-08T18:14:30","slug":"communicating-brand-purpose","status":"publish","type":"post","link":"https:\/\/proacomunicacion.es\/en\/la-comunicacion-del-proposito-de-marca\/","title":{"rendered":"Communicating brand purpose"},"content":{"rendered":"<p style=\"text-align: justify;\">Communicating brand purpose adds more than ever to a company's reputation. In this context, <a href=\"https:\/\/proacomunicacion.es\/en\/consultores-comunicacion-corporativa\/pillar-larrea\/\">Pilar Larrea<\/a>The 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.<\/p>\n<p><iframe src=\"https:\/\/www.youtube.com\/embed\/le5OJKvKTWw\" width=\"910\" height=\"515\" frameborder=\"0\" allowfullscreen=\"allowfullscreen\"><span data-mce-type=\"bookmark\" style=\"display: inline-block; width: 0px; overflow: hidden; line-height: 0;\" class=\"mce_SELRES_start\"><\/span><span data-mce-type=\"bookmark\" style=\"display: inline-block; width: 0px; overflow: hidden; line-height: 0;\" class=\"mce_SELRES_start\"><\/span><span data-mce-type=\"bookmark\" style=\"display: inline-block; width: 0px; overflow: hidden; line-height: 0;\" class=\"mce_SELRES_start\"><\/span><\/iframe><\/p>\n<h3 style=\"text-align: justify;\">Quotes from Pilar Larrea<\/h3>\n<p style=\"text-align: justify;\">\"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\".<\/p>\n<p style=\"text-align: justify;\">\"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\".<\/p>\n<p style=\"text-align: justify;\">\"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\".<\/p>","protected":false},"excerpt":{"rendered":"<p>La comunicaci\u00f3n del prop\u00f3sito de marca suma m\u00e1s que nunca en la reputaci\u00f3n de las compa\u00f1\u00edas. En este contexto, Pilar Larrea, directora de comunicaci\u00f3n en gran consumo, explica por qu\u00e9 es importante y c\u00f3mo debe ser el prop\u00f3sito de las compa\u00f1\u00edas en una entrevista realizada por Jaime Lobera, consultor de marketing y comunicaci\u00f3n. \ufeff\ufeff\ufeff Quotes [&hellip;]<\/p>\n","protected":false},"author":28,"featured_media":15936,"comment_status":"closed","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"footnotes":""},"categories":[176],"tags":[1654,1655,1656],"class_list":["post-15935","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-blog","tag-campofrio","tag-pilar-larrea","tag-proposito-de-marca"],"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v27.6 - https:\/\/yoast.com\/product\/yoast-seo-wordpress\/ -->\n<title>La comunicaci\u00f3n del prop\u00f3sito de marca - 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\/communicating-brand-purpose\/\" \/>\n<meta property=\"og:locale\" content=\"en_GB\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"La comunicaci\u00f3n del prop\u00f3sito de marca - PROA Comunicaci\u00f3n\" \/>\n<meta property=\"og:description\" content=\"La comunicaci\u00f3n del prop\u00f3sito de marca suma m\u00e1s que nunca en la reputaci\u00f3n de las compa\u00f1\u00edas. En este contexto, Pilar Larrea, directora de comunicaci\u00f3n en gran consumo, explica por qu\u00e9 es importante y c\u00f3mo debe ser el prop\u00f3sito de las compa\u00f1\u00edas en una entrevista realizada por Jaime Lobera, consultor de marketing y comunicaci\u00f3n. \ufeff\ufeff\ufeff Quotes [&hellip;]\" \/>\n<meta property=\"og:url\" content=\"https:\/\/proacomunicacion.es\/en\/communicating-brand-purpose\/\" \/>\n<meta property=\"og:site_name\" content=\"PROA Comunicaci\u00f3n\" \/>\n<meta property=\"article:published_time\" content=\"2020-01-08T18:14:30+00:00\" \/>\n<meta property=\"og:image\" content=\"https:\/\/proacomunicacion.es\/wp-content\/uploads\/2025\/08\/Firefly_radio-de-barco-scaled.jpg\" \/>\n\t<meta property=\"og:image:width\" content=\"2560\" \/>\n\t<meta property=\"og:image:height\" content=\"1414\" \/>\n\t<meta property=\"og:image:type\" content=\"image\/jpeg\" \/>\n<meta name=\"author\" content=\"PROA Comunicaci\u00f3n\" \/>\n<meta name=\"twitter:card\" content=\"summary_large_image\" \/>\n<meta name=\"twitter:creator\" content=\"@proacomunica\" \/>\n<meta name=\"twitter:site\" content=\"@proacomunica\" \/>\n<meta name=\"twitter:label1\" content=\"Written by\" \/>\n\t<meta name=\"twitter:data1\" content=\"PROA Comunicaci\u00f3n\" \/>\n\t<meta name=\"twitter:label2\" content=\"Estimated reading time\" \/>\n\t<meta name=\"twitter:data2\" content=\"1 minute\" \/>\n<script type=\"application\/ld+json\" class=\"yoast-schema-graph\">{\"@context\":\"https:\\\/\\\/schema.org\",\"@graph\":[{\"@type\":\"Article\",\"@id\":\"https:\\\/\\\/proacomunicacion.es\\\/la-comunicacion-del-proposito-de-marca\\\/#article\",\"isPartOf\":{\"@id\":\"https:\\\/\\\/proacomunicacion.es\\\/la-comunicacion-del-proposito-de-marca\\\/\"},\"author\":{\"name\":\"PROA Comunicaci\u00f3n\",\"@id\":\"https:\\\/\\\/proacomunicacion.es\\\/#\\\/schema\\\/person\\\/f80dc8938ea94e7f8aa1e8dc716d5a60\"},\"headline\":\"La comunicaci\u00f3n del prop\u00f3sito de marca\",\"datePublished\":\"2020-01-08T18:14:30+00:00\",\"mainEntityOfPage\":{\"@id\":\"https:\\\/\\\/proacomunicacion.es\\\/la-comunicacion-del-proposito-de-marca\\\/\"},\"wordCount\":190,\"publisher\":{\"@id\":\"https:\\\/\\\/proacomunicacion.es\\\/#organization\"},\"image\":{\"@id\":\"https:\\\/\\\/proacomunicacion.es\\\/la-comunicacion-del-proposito-de-marca\\\/#primaryimage\"},\"thumbnailUrl\":\"\",\"keywords\":[\"campofrio\",\"pilar larrea\",\"prop\u00f3sito de marca\"],\"articleSection\":[\"Blog\"],\"inLanguage\":\"en-GB\"},{\"@type\":\"WebPage\",\"@id\":\"https:\\\/\\\/proacomunicacion.es\\\/la-comunicacion-del-proposito-de-marca\\\/\",\"url\":\"https:\\\/\\\/proacomunicacion.es\\\/la-comunicacion-del-proposito-de-marca\\\/\",\"name\":\"La comunicaci\u00f3n del prop\u00f3sito de marca - 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