{"id":29262,"date":"2019-01-30T22:42:12","date_gmt":"2019-01-30T21:42:12","guid":{"rendered":"https:\/\/beta.brandsmith.es\/?p=29262"},"modified":"2019-05-06T10:19:10","modified_gmt":"2019-05-06T08:19:10","slug":"must-read-of-january","status":"publish","type":"post","link":"https:\/\/brandsmith.es\/en\/must-read-of-january\/","title":{"rendered":"Must read of January"},"content":{"rendered":"\n<h2 class=\"wp-block-heading\">Whiplash Team, <em>January 2019<\/em><\/h2>\n\n\n\n<h3 class=\"wp-block-heading\">Must read of January<\/h3>\n\n\n\n<h4 class=\"wp-block-heading\">Here\u2019s a brief selection of readings for brand enthusiasts like you to enjoy during the weekend!<\/h4>\n\n\n\n<p><a href=\"https:\/\/www.forbes.com\/sites\/jenniferrooney\/2019\/01\/28\/pg-marketing-chief-marc-pritchard-on-gillette-ad-furor-new-research-revealing-support\/#542d27fa778b\"><strong>Gillette\u2019S campaign \u201cWe Believe\u201d\nhas the support of the Millenial and Z generations<\/strong><\/a><strong> (EN)<\/strong><\/p>\n\n\n\n<p>Marc Pritchard, CMO to P&amp;G, Gillette\u2019s owner since 2005,\nannounced that an independent study conducted via mobile apps by the pollster\nPerksy, revealed that most of Millennials and Gen Zs consumers (a particularly\nvaluable market for brands) reacted positively to the ad \u201cThe Best a Man Can\nBe\u201d.<\/p>\n\n\n\n<p><a href=\"https:\/\/www.holmesreport.com\/latest\/article\/studies-find-gillette-ad-is-not-so-polarizing-after-all\"><strong>Gillette\u2019s announcement does not arouse so much polarization<\/strong><\/a><strong> (EN)<\/strong><\/p>\n\n\n\n<p>Despite the heated reaction against Gillette\u2019s ad defying\n\u201ctoxic masculinity,\u201d researchs conducted by Ace Metrix and Morning\nConsult show that most consumers like the spot.<\/p>\n\n\n\n<p><a href=\"https:\/\/www.puromarketing.com\/14\/31557\/grandes-temas-preocupan-interesan-cmos.html\"><strong>What do CMOs think about?<\/strong><\/a><strong> (ES)<\/strong><\/p>\n\n\n\n<p>A study on the conversations of marketing managers at the\nlast CES reveals that innovation, the fundamentals of the brand or Artificial\nIntelligence are the subjects that take away their sleep.<\/p>\n\n\n\n<p><a href=\"https:\/\/elpais.com\/elpais\/2019\/01\/21\/planeta_futuro\/1548070207_994636.html\"><strong>Eight examples of activist brands<\/strong><\/a> (ES)<\/p>\n\n\n\n<p>Eight stories of brands, from one of phones made with\nrecycled materials to large companies such as Ikea or Patagonia, that are\ninvolved in the sustainability of their products.<\/p>\n\n\n\n<p><a href=\"https:\/\/www.puromarketing.com\/13\/31547\/activismo-marca-renuncia-alcance-cambio-vinculacion.html\"><strong>Brand activism implies compromised\ndecisions<\/strong><\/a> (ES)<\/p>\n\n\n\n<p>We are witnessing the deployment of new marketing strategies\nthat show that brands are willing to take risks to create authentic connections\nwith their users.<\/p>\n","protected":false},"excerpt":{"rendered":"<p>Whiplash Team, January 2019 Must read of January Here\u2019s a brief selection of readings for brand enthusiasts like you to enjoy during the weekend! Gillette\u2019S campaign \u201cWe Believe\u201d has the support of the Millenial and Z generations (EN) Marc Pritchard, CMO to P&amp;G, Gillette\u2019s owner&#8230;<\/p>\n","protected":false},"author":2,"featured_media":29263,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"footnotes":""},"categories":[1],"tags":[23,24,28,25,26,29,27],"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v20.10 - https:\/\/yoast.com\/wordpress\/plugins\/seo\/ -->\n<title>Brandsmith - Must read of January<\/title>\n<meta name=\"description\" content=\"Brandsmith Must read of January\" \/>\n<meta name=\"robots\" content=\"noindex, follow\" \/>\n<meta property=\"og:locale\" content=\"en_US\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"Brandsmith - Must read of January\" \/>\n<meta property=\"og:description\" content=\"Brandsmith Must read of January\" \/>\n<meta property=\"og:url\" content=\"https:\/\/brandsmith.es\/en\/must-read-of-january\/\" \/>\n<meta property=\"og:site_name\" content=\"Brandsmith\" \/>\n<meta property=\"article:published_time\" content=\"2019-01-30T21:42:12+00:00\" \/>\n<meta property=\"article:modified_time\" content=\"2019-05-06T08:19:10+00:00\" \/>\n<meta property=\"og:image\" content=\"https:\/\/brandsmith.es\/wp-content\/uploads\/2019\/02\/Whiplash-n\u00ba-94-1024x612.jpg\" \/>\n\t<meta property=\"og:image:width\" content=\"1024\" \/>\n\t<meta property=\"og:image:height\" content=\"612\" \/>\n\t<meta property=\"og:image:type\" content=\"image\/jpeg\" \/>\n<meta name=\"author\" content=\"Nacho Noriega\" \/>\n<meta name=\"twitter:card\" content=\"summary_large_image\" \/>\n<meta name=\"twitter:label1\" content=\"Written by\" \/>\n\t<meta name=\"twitter:data1\" content=\"Nacho Noriega\" \/>\n\t<meta name=\"twitter:label2\" content=\"Est. reading time\" \/>\n\t<meta name=\"twitter:data2\" content=\"1 minute\" \/>\n<script type=\"application\/ld+json\" class=\"yoast-schema-graph\">{\"@context\":\"https:\/\/schema.org\",\"@graph\":[{\"@type\":\"Article\",\"@id\":\"https:\/\/brandsmith.es\/en\/must-read-of-january\/#article\",\"isPartOf\":{\"@id\":\"https:\/\/brandsmith.es\/en\/must-read-of-january\/\"},\"author\":{\"name\":\"Nacho Noriega\",\"@id\":\"https:\/\/brandsmith.es\/#\/schema\/person\/c784970f141a70b054637ebe25b23518\"},\"headline\":\"Must read of January\",\"datePublished\":\"2019-01-30T21:42:12+00:00\",\"dateModified\":\"2019-05-06T08:19:10+00:00\",\"mainEntityOfPage\":{\"@id\":\"https:\/\/brandsmith.es\/en\/must-read-of-january\/\"},\"wordCount\":232,\"commentCount\":0,\"publisher\":{\"@id\":\"https:\/\/brandsmith.es\/#organization\"},\"keywords\":[\"branding\",\"digitalmarketing\",\"Earth\",\"future\",\"human resources\",\"Lil Dicky\",\"management\"],\"inLanguage\":\"en-US\"},{\"@type\":\"WebPage\",\"@id\":\"https:\/\/brandsmith.es\/en\/must-read-of-january\/\",\"url\":\"https:\/\/brandsmith.es\/en\/must-read-of-january\/\",\"name\":\"Brandsmith - 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