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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Best reads February 2020

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 brand manages to communicate effectively that they are passionate about what they do, their customers will respond with passion too. (SP)

Brands across borders and languages

How does one translate names, taglines, and slogans while maintaining brand integrity? What about the graphic and visual dimensions of branding: How to ensure that they are going to appeal to local tastes and stand out from the local competition? Branding Mag offers some practical advice and tips for crossing linguistic and cultural borders successfully. (EN)

More sustainable food brands

On March 3rd in Madrid during the 2nd Sustainable Development Congress, the general directors of large food companies such as Coca-Cola European Partners Iberia, McDonald’s Spain, Capsa Food and Nomen Foods, will explain how to respond to the growing demand of consumers for more environmentally friendly brands. (SP)

National Geographic, a tale of evolution

An Interview with Tammy Abraham, Vice President, Corporate Partnerships for National Geographic, who provides extensive insight into the National Geographic Brand and reveals how it leaped from reverence to relevance over the last ten years, evolving from a magazine to a multi-channel publisher. (EN)

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