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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Master Class by Christopher Smith on how to strengthen brands of forest-based products

Whiplash Team, September 25th, 2019

Master Class by Christopher Smith on how to strengthen brands of forest-based products

Storytelling is inherent to the human being. Likewise, it is an essential part of the construction of a brand. However, communicating successfully is not always easy. In the case of products of forest origin, the consumers growing awareness about their role in a more sustainable world makes it essential that the brand’s narrative is supported by coherent strategies consistent with its purpose.

In this context, the free Master Class and Workshop “Strategies to strengthen and successfully communicate a brand of forest-based products”, by Christopher Smith, CEO and founder of BrandSmith, will take place on Friday, September 27 in Santiago de Compostela organized by PEFC Galicia. PEFC (Program for the Endorsement of Forest Certification), is an international association that promotes sustainable forest management and its corresponding forest certification system.

The PEFC label guarantees that products come from healthy forests with management focused on sustainability. As awareness about the need to reconfigure our relationship with the planet rises, more and more forest-based products reach the stores –clothes, paper, cardboard, cork, among others. Consumers, meanwhile, expect a commitment from brands and according to a recent survey conducted by the association, more than 50% of them look for the PEFC label on products of forest origin.

During the Master Class and Workshop, which will take place in the FEUGA Building from 9:00 a.m. to 2:30 p.m., topics such as the tangible and intangible attributes of the brand and the company will be discussed as well as other subjects like the trends and attitudes of the sector, consumers and society; the areas in which there is potential for social value creation; what are the brand’s values and how are those ​​transferred to the brand’s day-to-day operation through a purposeful agenda and a brand narrative.

For Smith, “if you have a powerful brand, the benefits will take care of themselves. The important thing is to take care of the brand, that should convey the identity, culture, personality and purpose of the organization.”

As part of the program, Smith will address issues such as the importance of differentiation and how a forest-based brand should be managed in the 21st century in order to capture, retain and engage customers. In addition, he will also talk about the new challenges posed by the current socio-political context, in which sustainability is becoming increasingly important and people are increasingly aware of the impact of their decisions.

If you are in Santiago de Compostela next Friday and are interested in knowing more about the subject, sign up here. Places are limited.

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