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Blog

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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LA PROFESIONALIZACIÓN DE LA GESTIÓN DE INTANGIBLES, LA INNOVACIÓN Y UNA RSC RENOVADA SON PRIORIDADES PARA LA ALTA DIRECCIÓN EN ESPAÑA

Alberto Lavín y Álvaro Gaspar, asesores estratégicos de BrandSmith. Octubre 2017.

El pasado 5 de octubre, en el Aula Magna del IE, se presentó el estudio “En busca del alma de las organizaciones” desarrollado por Brandsmith en el seno de la Cátedra de Management Fundación Bancaria La Caixa que dirige el Profesor Javier Fernández Aguado. Alberto Lavín y Álvaro Gaspar, responsables de la investigación, nos ofrecen un breve resumen de las conclusiones e implicaciones del estudio.

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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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LA FUERZA DEL DESEO

Equipo Whiplash. Mayo 2017.

El deseo es íntimo, intuitivo, visceral. Quizás por eso imprime a las relaciones –interpersonales o entre la marca y el individuo– un carácter que va más allá de lo racional o lo emocional. Pero es caprichoso. Hay que cuidarlo, nutrirlo y hacerlo crecer para, a la larga, crear una relación en la que la marca, se convierta en un elemento indispensable e irremplazable en la vida de sus seguidores.

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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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ALPHABET & OLE

Christopher Smith, November 2015

On October 5th, 2015 Alphabet Inc. began trading on Wall Street. Although it may seem as nondescript news -in fact, it has gone almost unnoticed- it has a great significance. Why? Basically because behind Alphabet is Google. Well, rather than behind, it is below: Alphabet is the umbrella brand that covers all companies and divisions of the empire of Larry Page and Sergey Brin.

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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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