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 2022

Whiplash Team, January 28th 2022

Best reads January 2022

Here we share a short selection of reads for brand lovers like you to enjoy over the weekend.

Do Sonic Logos Work?

Companies invest a lot of money on finding their sonic identity. Now, research shows that sonic logos that are correctly recognized by consumers makes a brand more valuable and drive consumer purchase intent by 5% on average. (EN)

Knowledge, communication and purpose: 3 challenges of relationship marketing in 2022

Puromarketing explores in this article how connecting with consumers in a 360º communication basis will allow brands to reach the goal of attracting their audiences to the physical point of sale, web or e-commerce platform. (ES)

Five keys to growing a new brand

Branding Strategy Insider provides in this article some clues on how to position and grow a new brand. (EN)

The ‘Djokovic case’ puts brands on alert

The sponsors of the tennis player Novak Djokovic, in this case, Lacoste, also “puts  the player in quarantine” after the events that occurred in Australia. The brands associated with the player study how his attitude will affect them. (ES)