26 Feb Best reads February 2021
Whiplash Team, 26th February 2021
Best reads February 2021
Here’s a brief selection of readings for brand enthusiasts like you to enjoy during the weekend ahead!
Renaming fish to make them more attractive to consumers
After Brexit, Cornish fishermen found that the megrim sole and spider crabs that they used to export to the rest of Europe were not in demand on the domestic market. The reason is that their names in English had negative connotations. With the idea of encouraging the domestic consumption, the Cornish Fish Producers Organization has decided to change the commercial name of these two species to make them more attractive to consumers. Will it work? (ES)
In the year of COVID-19, strong brands gain ground
Interbrand publishes its ranking of the top 100 global brands. The added value of these hundred brands has increased by 9% during 2020. Strong brands are now even stronger. (EN)
The skills the professionals of the future need
The paradox of the humanization of digital relationships is that predictions reveal a future where professionals will have to demonstrate solid relational skills, as well as being an active user of digital tools and great leadership capacity to manage teams remotely. (ES)
Visual stories to give voice to brands
Video marketing has become a tool to amplify the voice of brands. Or at least that’s what a recent Hubspot report reveals. It shows that 85% of entrepreneurs use video as a marketing tool, up from 61% just five years ago. (EN)
Brand extensions can strengthen the parent brand
Contrary to what some experts say, creating a brand extension in times of uncertainty is a smart move. A good brand extension shares character with its parent brand while providing a relevant and differentiated benefit. (EN)
