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 January 2021

Whiplash Team, 29th January 2021

Best reads January 2021

Here’s a brief selection of readings for brand enthusiasts like you to enjoy during the weekend ahead!

How strong brands embrace emotional insight to drive growth

The idea of addressing what’s important to people is not new, but it’s often not the biggest priority. Instead of finding ways to sell what we have to sell, it’s more effective for businesses to understand what people need and desire to inform what and how we sell. (EN)

Strong brands make more resilient and profitable businesses

Having a powerful brand identity is a crucial asset that enables businesses to maintain and connect with consumers even in challenging and difficult situations. (ES)

How purpose is driving financial performance

Brands on a mission are usually rewarded, not penalized, by their customers. Research on the world’s 50 fastest growing brands, from 2001 to 2011, found a causal relationship between a brand’s orientation to a higher purpose and its financial performance. (EN)

Top 10 global consumer trends for 2021

In 2021 consumers will be demanding, anxious, and creative in dealing with change, so Euromonitor forecasts in its annual trend report. People will expect increased activism from brands they use, new options for digital services in their daily lives, and more help in achieving mental and physical wellness. (EN)

Osborne reclaims its legacy with a new corporate identity

The Osborne wine firm renews its corporate identity in order to assert its long history (a history of almost 250 years), its’ size and its’ vision for the future. It is the first measure it takes after commencing its’ vision and strategic plan from now to 2030. (ES)

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