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 October 2021

Whiplash Team, 29th October 2021

Best reads October 2021

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

The era of social commerce

In the last year social commerce has experienced significant growth, because of the pandemic on consumer behaviour among other factors. The study “From Discovery to Purchase: The Role of Community Commerce”, carried out by Warc, together with TikTok and Publicis Group, reveals that 85% of users bought a product or service after seeing it commented or advertised on social networks. (EN)

Spain moves away from the top 10 of the most valuable country brands

The Brand Finance Nation Brands 2021 ranking reveals that the 100 most valuable national brands on a global scale have registered a fall of almost 37 million euros in their annual brand value. According to the study, the United States remains the most valuable country brand, Switzerland leads the ranking in terms of brand strength and Spain, although it improves its country brand value, remains outside the top 10 of the most valuable. (ES)

Building the conceptual universe of the brand

Consumer demands, digital transformation and the expansion of communication channels make today’s brand manager’s job difficult. The question is, how do brand managers effectively prioritize changes in consumer and competitor behaviour and find a competitive advantage too? (EN)

The Spanish government plans to limit the advertising of fast food

The Spanish Ministry of Consumer Affairs is working on a draft for a law that will be ready by the end of 2021 or early 2022. The idea is to regulate advertisements about so-called “junk food” in both traditional and digital media. (ES)

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