Alice asked the Cheshire Cat,
who was sitting in a tree,
“What road do I take?”
The cat asked,
“Where do you want to go?”
“I don’t know,” Alice answered.
“Then,” said the cat,
“it really doesn’t matter, does it?”

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Managing Partner of MindValue and Director of la Caixa Banking Foundation Management Chair at IE Business School Javier Fernández Aguado Organizations, people and balance Javier Fernández Aguado is a renowned businessman, speaker, author and expert thinker on people and business management. He is founder and Managing Partner...

Consultant, trainer and speaker specialized in B2B sales and CRM Eduardo LasecaSales, customers and digitization More than two decades of experience as a professional salesman and director of B2B commercial teams in multinationals in Spain, Switzerland and Brazil endorse Eduardo Laseca. He is also the author of...

BrandSmith CEO and Founder Christopher Smith: Redesigning the future The coronavirus pandemic has brought the world to an obligatory pause, to a global lockdown that, without a doubt, will bring about profound changes in people, companies and society. When everything has passed, the normality that we...

Whiplash Team, April 8th, 2020 Telecommuting, is it here to stay? Although teleworking is not a new formula, in Spain only a miniature percentage of workers do it regularly so far. But in a post coronavirus scenario, some companies may consider incorporating it permanently, which will require,...

Christopher Smith, BrandSmith Founder & CEO, April 3th, 2020 A new beginning (Originally published in La Neurona, March 26th, 2020) Throughout history, humanity has faced numerous local, regional and global crisis that have put social, moral, economic and political structures to test. In the barely 20 years of...

Whiplash Team, March 27th, 2020 Best reads March 2020 For you to enjoy during these times of confinement, when we must all stay at home, we share a short selection of readings for brand enthusiasts like you. How to integrate brand purpose crosswise in your company Making a statement...

Whiplash Team, March 6th, 2020 The challenges of globalizing the brand As global markets shrink to the size of our Internet browser, worldwide brand positioning strategies become more complex. Localization and transcreation involve not only translating, but also adapting messages and creating specific campaigns for local markets...

Whiplash Team, February 28th, 2020 Best reads February 2020 For you to enjoy during the weekend. Here is a brief selection of readings for brand enthusiasts like you. Passion to instil love in customers According to a new WARC study published in the “Journal of Advertising Research” if a...