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MUST READ OF THE MONTH #16

Whiplash Team. June 2018.

For you to enjoy during the weekend, we share a brief selection of readings for brand enthusiasts like you. See you in September!

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BRANDS ALSO MUST EVOLVE TO ADAPT TO CLIMATE CHANGE

Whiplash Team. July 2018.

Climate change is a fact, although some, like the US president Donald Trump, insist on denying it. Data available not only confirms global warming but the acidification of the oceans and the disappearance of marine species due to pollution. Science is investigating ways to help species accelerate their evolutionary processes to adapt to the changing climatic conditions of the planet. Meanwhile, citizens get organized, remain attentive and demand from brands to be responsible and adopt sustainability as part of their purpose.

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DRESS UP OR DIE

Whiplash Team. July 2018.

The recent decision of Madrid’S taxi drivers to wear a uniform to improve their image and compete in better conditions against Uber and Cabify clearly shows the importance of consumer perception and the need for industries, companies, organizations and groups to adapt to new models generated by the digital revolution and effectively communicate their purpose through their people, their products or services and their presentation to the market.

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THE COMMITMENT TO SUSTAINABILITY (III)

Whiplash Team. July 2018.

In recent decades, sustainability has ceased to be an almost clandestine issue to become mainstream. As UN 2030 Agenda for Sustainable Development encourages citizens, companies, organizations, and governments to assume their commitment towards a healthier and more sustainable planet, the first step is to abandon the “throwaway” culture and adopt new, less polluting production and consumption models.

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MUST READ OF THE MONTH #15

Whiplash Team. June 2018.

For you to enjoy during the weekend, we share a brief selection of readings for brand enthusiasts like you. Next week we will continue with our series of posts The commitment to sustainability. Stay tuned for the third and final post.

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THE COMMITMENT TO SUSTAINABILITY (II)

Whiplash Team. June 2018.

In the transition towards a more sustainable economy and society, the need to preserve and cultivate the planet’s renewable resources requires commitment and action from all social actors. From the business sector, the implementation of strategies to progressively replace the use of unsustainable materials with renewable ones such as wood is a way to make tangible the social and ethical purpose of the organization through its products.

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THE COMMITMENT TO SUSTAINABILITY (I)

Whiplash Team. June 2018.

In two weeks, on July 1st, plastic bags will no longer be free in Spain. The measure responds to the growing concern about the excessive use of plastic and its impact on the environment, in the European Union and throughout the world. However, the need to rethink our relationship with the planet to create a more sustainable society goes far beyond plastics. In the following weeks we will delve into the challenges that the commitment to sustainability presents in a series of posts dedicated to this subject.

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RESPONSIBLE CONSUMPTION, THE NEW PARADIGM

Whiplash Team. June 2018.

Consumers have taken control of their relationship with brands. The emergence of new, people-centered economic and social models force organizations to assume their commitment to sustainability with real responsibility and accountability. Thus, confronted with users who when buying a product also, and more increasingly, want to know how their purchase helps society as a whole, the management and operationalization of the intangible aspects of the organization acquire more and more relevance, as BrandSmith anticipated at the end of 2017 in our study In search of the soul of organizations (Spanish).

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PURPOSE: THE KEY TO A VALUES ORIENTED ORGANIZATION

Christopher Smith. June 2018.

Our civilization is characterized by the dizzying speed of change and deep cultural and social changes that put the pressure on ethics and the development of a human -not enterprise- centered society. We are witnessing shifts in paradigms where pragmatism gives way to humanism and ambiguity to transparency, forcing organizations to behave in ways that, far beyond profit-making mechanisms, are consistent with their deeper purpose, their values and their connection with collective aspirations.

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MUST READ OF THE MONTH #14

Whiplash Team. May 2018.

The last week of every month we share our brief selection of the most interesting and exciting reads for brand enthusiasts, like you.

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BRANDING AND GREEN MARKETING, MAIN TOPICS IN A NEW PEFC COURSE

Whiplash Team. May 2018.

To promote the forest-based bio-economy as an opportunity for the forest sector, our client PEFC Spain offers a new training course on branding, marketing and sales strategies of sustainable products, on May 23 in Gijón. Christopher Smith, CEO and founder of BrandSmith will be one of the speakers that will address various issues related to responsible management models and sustainability, aimed at achieving the 2030 Sustainable Development Goals. Sign up.

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SUSTAINABILITY IS A CHALLENGE (AND A DUTY) FOR BRANDS

Whiplash Team. May 2018.

While consumers are increasingly aware that the concept of sustainability must transcend purely environmental issues and include social and economic aspects, brands face the challenge of committing themselves to a more sustainable society that makes a smarter use of resources. Christopher Smith, CEO and founder of BrandSmith offered the keys to successfully addressing this challenge as part of a course offered by PEFC Spain in Ezcaray on Tuesday, May 8th.

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CUSTOMIZING DOES NOT MEAN SELLING, BUT CONNECTING WITH YOUR CLIENT

Whiplash Team. May 2018.

In recent decades, technology has caused a series of changes in the brand-user relationship that make personalization one of the keys to the construction of responsible brands in a customer-centric environment. In this context, what is relevant is not so much selling as establishing a dialogue with the consumer about those things that really matter to him/her. That was the topic addressed by Christopher Smith, CEO and founder of BrandSmith, in the framework of La Neurona Summit, held in Valencia on April 26th.

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MUST READ OF THE MONTH #13

Whiplash Team. April 2018.

The last week of every month we share our brief selection of the most interesting and exciting reads for brand enthusiasts, like you.

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WITHOUT SUSTAINABILITY THERE IS NO FUTURE FOR BRANDS

Whiplash Team. April 2018.

Sustainability is gaining prominence in the storytelling of brands as consumers are increasingly aware that the concept transcends a purely environmental vision and necessarily includes the social and economic aspects of life. With the aim of promoting the change towards sustainability, our client PEFC Spain takes the initiative with the Innova en Verde project.

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IN SPAIN, CORPORATE BRANDS ARE INCREASINGLY ACQUIRING STRATEGIC VALUE

Whiplash Team. April 2018.

This is the main conclusion of the third edition of the barometer “The health of branding in Spain”, carried out by the Spanish Association of Branding Companies (AEBrand), to analyze how companies are taking care of their brands, as well as the challenges and trends they face in 2018.

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CHRISTOPHER SMITH AT THE NEURONA SUMMIT

Whiplash Team. April 2018.

A new consumer, hyperconnected and demanding with their brands, forces companies to focus on personalizing the user experience to succeed in an environment of technological acceleration and uncertainty. Christopher Smith, CEO and founder of BrandSmith, has been invited to talk about these topics at La Neurona Summit, next April 26th in Valencia. Save the date.

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MUST READ OF THE MONTH #12

Whiplash Team. March 2018.

The last week of every month we share our brief selection of the most interesting and exciting reads for brand enthusiasts, like you.

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MWC 2018: CUSTOMIZED EXPERIENCES, KEY TO CONQUER MILLENNIALS

Whiplash Team. March 2018.

What do Millennials want? That’s a big question for brands. In the panel The power of personalization moderated by Christopher Smith, CEO and founder of BrandSmith, in the framework of MWC 2018 in Barcelona, Joy Robins, Chief Revenue Officer of Quartz, explained how the segmentation and use of chatbots have been some of the tools that the digital publication has used to capture the attention of this generation.

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PERSONALIZING CUSTOMER EXPERIENCE IN REAL TIME 
IS ONE OF BRANDS´ BIG CHALLENGES

Whiplash Team. March 2018.

The personalization of consumer experience was one of the most attractive topics at MWC 2018 in Barcelona. Christopher Smith, CEO and founder of BrandSmith, moderated the panel The power of personalization.

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MUST READ OF THE MONTH #11

Whiplash Team. March 2018.

The last week of every month we share our brief selection of the most interesting and exciting reads for brand enthusiasts, like you.

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CHRISTOPHER SMITH WILL MODERATE THE EXPERT PANEL SESSION ON PERSONALIZATION AT WMC

Whiplash Team. February 2018.

Next Wednesday February 28th at 11:30 a.m. in Hall 4, Auditorium 3, as part of the activities held at the Mobile World Congress in Barcelona, Christopher Smith, CEO and founder of BrandSmith, will moderate the panel The Power of Personalization, where industry leaders will analyze the most successful and novel experiences in the customization of content, offers, products and services to meet the demands of the new consumer.

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BRANDSMITH AT MOBILE WORLD CONGRESS 2018

Whiplash Team. February 2018.

With an expected attendance of over a 100,000 people from 200 countries and an economic impact close to 500 million euros, MWC is Spain’s most important technological event. Christopher Smith, BrandSmith’s CEO and founder, will moderate the session The Power of Personalization, in which speakers such as Sarah Rose, Director of Consumer Insight on Channel 4, or Yoav Arnstein, Director of Product Marketing for Publisher Solutions on Facebook, among others, will analyze some of the most successful and innovative personalization experiences of the moment. If you are in the MWC, save the date.

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THE POWER OF PERSONALIZATION

Whiplash Team. February 2018.

As part of the activities that will be held in the Mobile World Congress (Barcelona, February 26th to March 1st), next February 28th, BrandSmith‘s CEO and founder, Christopher Smith, will moderate one of the most compelling panel sessions of the event. Titled as The Power of Personalization, speakers such as Sarah Rose, Director of Consumer Insight of Channel 4, Yoav Arnstein, Director of Product Marketing for Publisher Solutions of Facebook, or Amit Ahuja, VP of Emerging Businesses of Adobe Experience Cloud, among others, will analyze some of the current most successful and innovative personalization experiences. If you are at the MWC, save the date and time.

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A CUSTOMER CENTERED PURPOSE, IKEA’S WINNING FORMULA

Francesca Cordido, Whiplash Team. February 2018.

Just a few days ago, on Sunday, January 27th, IKEA’s founder Ingvar Kamprad died in his native Sweden. Considered one of the world’s largest fortunes –valued at 65 billion dollars–, this visionary turned the global furniture and decoration industry upside down forever with a simple idea: offering a range of furniture and home products based on three basic principles: functionality, design, and prices so low that most people could buy them. Its purpose, to improve people’s daily life at their homes.

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MUST READ OF THE MONTH #10

Whiplash Team. January 2018.

The last week of every month we share a brief selection of the most interesting and exciting reads for brand enthusiasts, like you. On this occasion, we recommend some articles related to branding, such as employer branding, packaging and brand building and architecture.

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SUSTAINABLE BRANDS CONQUER MILLENNIALS

Whiplash Team. January 2018.

More than any other generation, Millennials are aware of their power as consumers and are willing to use it. In other words, they are ready to invest or spend their money on brands that resonate with their own values and needs and to punish those located at the antipodes of their beliefs.

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TALENT, THE NEW COMPETITIVE ADVANTAGE

Whiplash Team. January 2018.

Until recently, HR departments did not need to do much more to fill a vacancy than to post a job description advertisement in a widespread media to get a line of candidates for the position. But in recent years this has changed, and recruitment and retention talent have become a competitive advantage for organizations.

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MERRY CHRISTMAS AND HAPPY NEW YEAR 2018

Whiplash Team. December 2017.

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ADDING VALUE IS KEY TO ACHIEVING CUSTOMERS’ ADMIRATION

Whiplash Team. December 2017.

To become part of the exclusive group of the most admired brands led by Apple, Amazon and Starbucks, is not easy. These companies, coming from different industries and attending very different needs, have, nevertheless, something in common: they all have the capacity to create added value for their users, enriching and exciting them, and evoking positive feelings that are reflected in the brand.

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MUST READ OF THE MONTH #9

Whiplash Team. November 2017.

The last week of every month we share a brief selection of the most interesting and exciting reads for brand enthusiasts, like you. On this occasion, we recommend some articles on 2018 trends in different areas related to branding, such as employer branding, online marketing, content marketing and digital design.

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USER EXPERIENCE IS THE BASIS OF BRAND PERCEPTION

Whiplash Team. November 2017.

User experience constitutes the primary building block of anyone’s perception of a brand. That experience includes all the interactions between them, from the moment the user begins searching for information about a product or service to after-sales service, including everything the organization does or says. A consistent experience, that ideally exceeds customer expectation, is essential in order to develop brand loyalty.

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TRANSPARENCY IS BRAND’S NEW CHALLENGE

Whiplash Team. November 2017.

Consumer confidence is not achieved overnight. Less so in a scenario of globalized digital communication where anything brands do or say is within the reach of a click. The demand for transparency from all sectors is gaining ground in society, and brands are no exception.

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I BELIEVE, THEN I BUY

Whiplash Team. November 2017.

Whether brands should get involved or not in social issues is no longer a matter of debate. Users demand that companies assume their social responsibility and base their purchasing decisions on the ability of organizations to demonstrate their commitment to the causes that concern and motorize society.

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PURPOSE IS THE BEST INCENTIVE TO CAPTURE AND RETAIN TALENT

Whiplash Team. November 2017.

The arrival of a new generation of potential employees with greater expectations about the social role of companies forces organizations to assume their new role and connect their purpose to the values and aspirations of society as well as to those of the professionals they want to appeal to, in order to offer an exciting project that attracts and retains the best talent.

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MUST READ OF THE MONTH #8

Whiplash Team. October 2017.

The last week of every month we share our brief selection of the most interesting and exciting reads for brand enthusiasts, like you.

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PROFESSIONALIZING THE MANAGEMENT OF INTANGIBLES, INNOVATION AND A RENEWED CSR ARE PRIORITIES FOR THE TOP MANAGEMENT IN SPAIN

Alberto Lavín and Álvaro Gaspar, Strategic Advisors of BrandSmith. October 2017.

On October 5th, at the Aula Magna of IE, the study “In search of the soul of the organizations” developed by Brandsmith was presented as part of the activities run by of the Chair of Management Banking Foundation La Caixa directed by Professor Javier Fernández Aguado. Dr. Alberto Lavín and Álvaro Gaspar, who conducted the research, offer us a summary of the conclusions and the implications of the study.

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MOMENTS FROM THE PRESENTATION OF THE STUDY “IN SEARCH OF THE SOUL OF ORGANIZATIONS” IN PICTURES

Whiplash Team. October 2017.

It was a pleasure to present our qualitative study “In Search of the Soul of Organizations” on October 5th at IE’s Aula Magna. We want to thank those who accompanied us throughout the event, their interest and their words of encouragement to continue this line of research that provides insight and understanding of what is happening in the organizational scenario in Spain. Take a look at a few photos of the event!

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PRESENTATION OF THE STUDY “IN SEARCH OF THE SOUL OF THE ORGANIZATIONS”

Whiplash Team. October 2017.

With the attendance of prominent members of the business and academic community, BrandSmith presented the results of its study “In search of the soul of the organizations” on Thursday, October 5 in the Aula Magna of IE.

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BRANDSMITH INVITES YOU TO THE PRESENTATION OF ITS STUDY “IN SEARCH OF THE SOUL OF ORGANIZATIONS”

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A FIELD FOR THE MANAGEMENT OF ORGANIZATIONAL SOUL

Whiplash Team. September 2017.

What links the organization’s soul to its most tangible elements? How does this vital principle connect with the consumer’s experience and, therefore, with its brand perception? Can it be managed? The answer to these questions lies in strategic branding.

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THE BRAND, THE NEXUS BETWEEN THE TANGIBLE AND THE INTANGIBLE

Whiplash Team. September 2017.

The notion that there is a connection between the brand and the soul of an organization is not new. David Aaker postulated it a long time ago and since then many authors have elaborated on the subject from different approaches, but without deepening in the concept or its understanding and much less developing a management model. It is not surprising then, that if there is an intangible to decipher, it is, without a doubt, organizational soul.

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THE SOUL, A LIFE-GIVING FORCE

Whiplash Team. September 2017.

If there is an ever abstract and intangible concept, it is the soul. Even more so if used within the context of organizations, where it involves assuming they are living beings with a dual dimension in which the soul is the vital principle that gives meaning and coherence to the organic and tangible part of the organization. Thus, the soul equates to the organization’s deep sense of mission that is, its purpose.

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MUST READ OF THE MONTH #7

Whiplash Team. July 2017.

The last week of every month we share our brief selection of the most interesting and exciting reads for brand enthusiasts, like you.

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WORDS CHANGE, PURPOSE DOESN’T

Whiplash Team. July 2017.

Brands face the constant challenge of keeping pace with the moment and the changes, both in the way of establishing relationships as in language, due to the emergence of new channels of communication. In this context, it is easy to get carried away with fashions, mimicking the formulas of current times to win novel followers but, on the way, forgetting or leaving aside the brand’s true driver: its purpose.

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CREATIVITY IS PROFITABLE

Whiplash Team. July 2017.

Coinciding with the Cannes Lions International Creativity Festival, the international consultancy firm McKinsey presented its survey results on how big brands manage to transform creativity into value and growth for the business. In short, how to make creativity profitable.

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WHY IS BRANDING STRATEGIC?

Christopher Smith. July 2017.

Throughout the years teaching in numerous MBA programs, I have seen, time after time, my students’ puzzled faces wondering why there is a class about what they think is just “logo design” in an MBA. The crux of the matter is that brands generate profits and any strategic decision should be more related to the brand-consumer relationship than to the product-consumer relationship.

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MUST READ OF THE MONTH #6

Whiplash Team. June 2017.

The last week of every month we share our brief selection of the most interesting and exciting reads for brand enthusiasts, like you.

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THEY CALL IT LOVE WHEN THEY WANT TO SAY VALUES

Whiplash Team. June 2017.

How many times have we heard someone excitedly say: “I love this brand!”. And it may be true to some extent, but with nuances: consumers’ brand love is not comparable to the feelings a person has for another. It takes much more than meeting consumers’ expectations or satisfying theirs needs for one of them to “love” a brand.

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EVERYONE ENJOYS A GOOD TALE

Francesca Cordido. June 2017.

From the beginning of time, storytelling is the preferred formula to transmit values and instill behaviors through emotions. For brands, it is a fundamental tool in building emotional bonds with their followers.

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A UNIFIED LANGUAGE SPEAKS OF A CONSISTENT BRAND

Whiplash Team. June 2017.

The words that make up a brand’s lexicon constitute its verbal universe and express its identity. Organizations are beginning to understand the importance of aligning their language, not just in marketing communication, but at every stakeholder touchpoint.

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MUST READ OF THE MONTH #5

Whiplash Team. May 2017.

The last week of every month we share our brief selection of the most interesting and exciting reads for brand enthusiasts, like you.

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THE POWER OF DESIRE

Whiplash Team. May 2017.

Desire is an intimate, intuitive, visceral feeling. Perhaps that is why it gives relationships –whether interpersonal or between a brand and an individual– a character that goes beyond the rational or the emotional. But desire is capricious. We need to nurture it and make it grow to create a long-term relationship in which the brand becomes an indispensable and irreplaceable element in the lives of its followers.

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EMPLOYER BRANDING, THE CHALLENGE OF RECRUITING AND RETAINING TALENT

Christopher Smith. May 2017.

Nowadays, companies must connect their values not only with customers but also with their current and future employees if they want to hire and keep the best human resources.

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TALKING IS THE FUTURE FOR BRANDS

Whiplash Team. May 2017.

Technology keeps posing challenges to brands. Voice-activated applications are becoming increasingly popular among users. Amazon is taking a lead with its virtual assistant, Alexa, freeing users from the need to touch or click a device to activate it. In the future, a word here and there will be enough to buy items, order food, control home automation applications, turn on the lights, adjust thermostats and almost anything else you can imagine.

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FOUR SIMPLE STEPS
TO MAINTAIN
BRAND CONSISTENCY

Whiplash Team. May 2017.

Although organizations are not always as careful as they should be in keeping brand consistency, this is one of the key elements in creating a strong and solid brand. Coca-Cola is a good example: iconic as few, the best-known soft drink on the planet has used the same logo ever since Frank Mason Robinson created it in 1885. Today, Coca-Cola and Coke, alike, are two of the most known words around the world, along with OK.

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EFFECTIVE COMMUNICATION IS ESSENTIAL TO ATTRACT CONSUMERS

Francesca Cordido. April 2017.

What we say and what we keep to ourselves, what we do or what we don’t: everything communicates. Every action –or the lack of it– carries an implicit message. Regarding organizations, every message adds something to the set of perceptions that make up the brand in the consumer’s mind and bad communication can have undesirable effects. Pepsi is a good example.

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BUILDING TRUST AROUND A BRAND

Christopher Smith. April 2017.

Creating a relationship in which the consumer relies on the brand and commits itself to it is a long-term task that is linked directly to the organization’s purpose, and with its ability to remain faithful to it and to carry out actions that demonstrate it.

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THE CHALLENGE OF CREATING AN UNFORGETTABLE USER EXPERIENCE

Francesca Cordido. April 2017.

Virtual reality, Big Data and the Internet of Things are just some of the tools brands are working with to create memorable user experiences.

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MUST READ OF THE MONTH #4

Whiplash Team. March 2017.

The last week of each month we share with you our brief selection of the most interesting and exciting reads for brand enthusiasts.

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THE CREATION OF VALUE IN THE DIGITAL SPACE IS A MUST FOR BRANDS

Whiplash Team. March 2017.

The advance of digital space in daily life is unstoppable, not just as a process of technological adaptation, but also as one of social and cultural change. In this context, products are dematerialized, intermediaries disappear and customers exert their power at the click of a button. Therefore, brands are forced to bring value in to the digital space where much of the interaction between users and brands occurs.

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SIX FEATURES WHICH MAKE A GOOD DIGITAL UX DESIGN

Whiplash Team. March 2017.

User experience (UX) is a determining factor in the consumer’s concept of the brand. Web sites are organizations’ most valuable digital asset, which means it is essential to have a good UX design: in the digital environment, more than 80% of those who have a failed experience in a web do not come back.

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STATING A PURPOSE IS NOT ENOUGH, IT MUST SHOW

Christopher Smith. March 2017.

Brands have not succeeded in becoming relevant to users. In fact, most consumers would not mind if they all disappeared. The Meaningful Brands report shows that over the last ten years, brands’ efforts to gain relevance in the lives of their users have been vain and they fail to convince them that their purpose is to improve their lives.

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BRAND’S NEW CHALLENGE: DIGITAL SENIORS

Francesca Cordido. March 2017.

Consumers over 65 have jumped into the digital space, bridging the gap between them and generations X, Y, and Z. Their generation has the highest purchasing power and, in many cases, also the time and desire to spend. On the other hand, brands, which have systematically forgotten seniors in their digital strategies, start to pay attention and we can see more and more actions aimed at this public.

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MUST READ OF THE MONTH #3

Whiplash Team. February 2017.

Every month’s last week we share our brief selection of the most interesting and exciting readings of the month for brand enthusiasts.

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BRANDS ON POLITICS… A LOST WAR?

Whiplash Team. February 2017.

The answer of companies such as Google, Facebook, Apple, Starbucks or Airbnb to the anti-immigration decree released by US President Donald Trump has put at stake the traditional posture of brands not entering into politics not to lose potential customers. Controversy is at hand: Should brands take a stand or not? Should they become activists? What role do brand values play in all this? Why are they more important than ever before?

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FROM CONVERSATION TO CONVERSION

Francesca Cordido. February 2017.

For those responsible for content marketing strategies, content is a tool to generate sales opportunities; but moving from conversation to conversion is not easy. Here are some keys.

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MUST READ OF THE MONTH #2

Whiplash Team. January 2017.

Every month’s last week we share our brief selection of the most interesting and exciting readings of the month for brand enthusiasts.

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A POWERFUL HINGE

Christopher Smith. January 2017.

A logo is so much more than an illustration: it is part of the symbolic ecosystem that costumers build in their minds associated with the brand and their experiences and expectations about it. Ultimately, it is the hinge between what an organization is, its identity, and how consumers perceive it.

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SEVEN STEPS TO REMEMBER IN GENERATING CONTENT

Francesca Cordido. January 2017.

For years the phrase “content is king” has been repeated like a mantra when we talk about communication and digital marketing. Content is the key to establishing a conversation between brands and target audiences, and it is also the key to conversion.

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A CHALLENGING YEAR FOR BRANDS

Whiplash Team. January 2017.

The personalization of products and services, the consolidation of the collaborative economy and the arrival of the omnipresence of brands through new connected devices and the Internet of Things, are some of the challenges that digital evolution poses for brands in this 2017 that begins. Meanwhile, consumers, increasingly empowered by technology, expect their brands to know, recognize and connect with their values and needs.

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MUST READ OF THE MONTH

Whiplash Team. December 2016.

Every last week of the month we will share a selection of exciting and interesting readings for people passionate about brands.

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MERRY CHRISTMAS AND HAPPY NEW YEAR

Brandsmith. December 2016.

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IN 2017, PURPOSE IS THE MESSAGE

Christopher Smith. December 2016.

Mobility rules, video crowns itself as king of content and augmented reality finds its place in digital marketing strategies, while brands face the indifference of consumers who demand from them a clear and consistent purpose which contributes to improving their lives.

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EVOLUTIONARY GROWTH

Whiplash Team. December 2016.

Along 2016 we have kept on the internationalization track, growing and adding value to our clients, as well as reinforcing our team with new incorporations. Also, we have named our blog. Now, we are Whiplash and we welcome you.

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FROM SUSTAINABILITY TO CREDIBILITY

Christopher Smith at the Seminar Green to Gold organized by PEFC Spain. Febrero 2016

Sustainability is gaining ground in the collective consciousness. Understanding the concept permeates with increasing depth and magnitude among consumers as manufacturers face the challenge of credibly communicating their sustainability declaration. Confronting this difficulty is the central theme of the paper by Christopher Smith during the International Seminar organized by Green to Gold PEFC on 26 February.

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WHAT A GOOD PRODUCT IS

Maricruz Salvador, February 2016

For this weekend we suggest reading our partner Celestino Martinez‘s post “What a good product is and how to make your valued customer.”

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10 COMPANIES TOO BIG TO FALL… WHICH NO LONGER EXIST

Maricruz Salvador, February 2016

Are there companies too big to disappear? Can a company go from dominating the world to absolute oblivion?

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KEYS FOR RETAIL 2016-2018

Maricruz Salvador, January 2016

For this weekend we suggest reading this e-book which counts with the collaboration of our partner Celestino Martinez.

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MERRY CHRISTMAS AND SEE YOU IN 2016!

Maricruz Salvador, December 2015

We want to wish you a Merry Christmas. Thanks for sharing with us this year and see you in 2016!

INTERNATIONAL EXPANSION IN A GLOBAL WORLD

Maricruz Salvador, December 2015

For this weekend we suggest reading this blog post from Josu Ugarte, one of the leading experts in internationalization and multi-location companies in Spain.

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FINANCIAL GROWTH BEGINING WITH THE BRAND

Maricruz Salvador, December 2015

For this weekend we suggest reading this brief document on Corporate Excellence.

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HOW TO INCREASE THE ADDED VALUE OF A PRODUCT OR SERVICE

Maricruz Salvador, November 2015

Our proposed reading for this weekend is this blog post by our collaborating partneer Celestino Martínez 

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E-BOOK DESIGN THINKING

Maricruz Salvador, November 2015

For this weekend our suggested reading is this brief paper from the BBVA Innovation Center.

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THE EXTERNAL EXPERIENCE

Maricruz Salvador, November 2015

For this weekend we suggest reading this brief document from Corporate Excellence.

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AN INNOVATIVE APPROACH

Maricruz Salvador, October 2015

“The brand is too important to be left to the marketing department.” Adaptation of a quotation from David Packard, co-founder of Hewlett-Packard


 

Every business is a complex machine that combines people and processes to generate profits. Originally this was relatively simple but it turns out that in the XXI century all this mechanism has become very complex.

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9 TIPS TO SPOT NEW TRENDS

Maricruz Salvador, October 2015

For this weekend we suggest reading this interesting and brief document from TrendWatching.

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HOW TO SYNCHRONIZE MY BRAND WITH MY BUSINESS AND MY CLIENTS

Maricruz Salvador, October 2015

On October 22th Madrid will host the Manager Business Forum in which Christopher Smith will be part of the experts’ panel at the Marketing and Sales Forum.

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A NEW ADVENTURE

Christopher Smith, September, 2015

We started out over seven years ago. Since then we have grown, we have learned and we have evolved our approach, keeping to the firm belief that the development of a relevant brand that is consistent with a robust organizational identity is key to any business.


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