30 Apr Best reads April 2021
Whiplash Team, 30th April 2021
Best reads April 2021
Here we share a short selection of readings for brand lovers like you to enjoy over the weekend.
McKinsey: The Spanish tourism sector must start taking action now
The consulting firm McKinsey makes an interesting assessment of why the Spanish tourism industry cannot wait for the pandemic to pass before beginning to take measures towards recovery. It suggests that, for example, companies could start to intensify their digitalisation efforts and explore more cross-sector collaborations, while local governments could take a more proactive role in tourism management, promoting the attractions of the destination, fostering cross-sector collaborations, and re-training the work force. (EN)
The new image of Telefónica, a wink to nostalgia linking the brand’s legacy and its future
With just three years left to celebrate its centenary, Telefónica launches a new image and a new logo that evokes the one it presented in 1984 and was used until 1998. PuroMarketing analyses this creative revival, within a trend that it calls “the marketing of the nostalgia”. (ES)
How consumers see the brand’s meaning is what really matters
The brand concept can only exist through a “shared meaning”, that is, there must be a certain degree of agreement between the company and consumers about what it means and represents. “If there is no agreement, there is no brand”, states Paul Bailey, brand strategic director at the British agency Halo and Brand Strategy Insider contributor. According to him it is irrelevant how much a company invests in saying what the meaning of its brand is if people do not believe it. (EN)
Three Spanish companies among the 20 most valuable in the sector
Iberdrola is the Spanish energy brand that grows the most in brand value, with an increase of 1.4%, according to Brand Finance, the independent intangibles valuation consultancy. Both Iberdrola and Naturgy maintain stable growth and good financial results. Enel’s subsidiary, Endesa, on the other hand, was more affected, and this is reflected in the group’s results. (ES)
Eight reasons to renew the brand in difficult times
In the first instalment of the series “Rebranding made easy”, entrepreneur and strategic brand management consultant Marc Cloosterman, who is also a contributor to Brandingmag, explains the eight reasons for changing and repositioning a brand in these turbulent times. (EN)
