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 July 2021

Whiplash Team, 30th July 2021

Best reads July 2021

For the summer period, here we share a short selection of readings for people passionate about brands, just like you. See you back in September!

Intangible assets are the key to growth

ReasonWhy analyses the results of the report “Converting intangibles into tangibles: The future for growth and productivity”, prepared by the McKinsey Global Institute. Among other findings the report reveals that the fastest growing companies invest 2.6 times more in intangible assets. Also, that Spain is the country that invests the least in intangibles of the 10 analysed in Europe. (ES)

The business behind your business

Brandingmag offers us an interesting article about the real business behind the business and how it can be a good strategy for brand growth. Starbucks, for example, is not in the business of selling coffee, but in providing its customers with a third living space (the first is home and the second work) where they can meet friends, socialize, or spend time alone, and incidentally, have a cappuccino. (EN)

Young people trust brands less

PuroMarketing examines the generation gap that becomes evident when it comes to giving data to a brand. The younger the users, the less confidence they have in giving their information to companies. For businesses it is a major potential problem when designing their data and marketing strategies. (ES)

Limit your audience to gain brand focus

This interesting article published by Branding Strategy Insider shows why it is important to set limits when designing an audience segmentation strategy. If you segment too much you lose opportunities but, if you don’t segment or segment too little to reach a wider range of people, you lose money. The middle ground can be achieved by defining those audiences that we do not want to reach. (EN)

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