Whiplash Team, October 25th 2024
Best reads October 2024
We share a brief selection of must-reads for brand enthusiasts like yourselves to enjoy during the weekend.
Brands in the merger process
In her article for Reason Why, Nancy Villanueva, CEO of Interbrand in Iberia & Middle East, reflects on a key point that often goes unnoticed in merger processes: the brand. Exploring how these business transitions affect the identity and perceived value of brands, the author highlights the importance of conscious brand management to maximize the success of any corporate integration. (ES)
Brands in search of purpose in a world of crises
In her article for Brandingmag, Gabriela Rodrigues explores how many brands still fail to align their actions with a real and relevant purpose for consumers. In a world marked by global crises, consumers demand genuine commitment from companies, which should not be limited to marketing strategies or superficial speeches. Rodrigues highlights how some companies are not only failing to connect with their audience but also to understand the ethical expectations of younger generations. The article addresses examples where purpose has been insufficient or poorly executed, and reflects on the need for a shift in approach: brands must integrate their purpose at the core of their operations, not just on the surface of their public image. (EN)
Consumer trends toward 2025
PuroMarketing explores the emerging trends that will define the consumer market in 2025. As data on consumer preferences and habits become more accessible, companies can anticipate and adapt to significant changes in demand. From an increase in responsible consumption and the search for brands committed to sustainability, to the impact of technology on personalization and user experience, the analysis projects a scenario where quick adaptation will be key for brands that want to lead in a competitive and constantly evolving environment. (ES)
A faulty pricing strategy opens the door to competition
Published in Branding Strategy Insider, this article by Joan Kiddon delves into how a poorly conceived pricing strategy affects a company’s margins and can also become a powerful boost for new competitors in the market. Kiddon argues that when companies opt to reduce prices without a clear strategic vision, they devalue their value proposition. Also, eroding customer loyalty, and creating opportunities for other brands to emerge with differentiated offerings. Far from being a simple technique to attract customers, an effective pricing policy requires an integrated and analytical approach. It must consider the perceived value by consumers, and the market dynamics and brand identity. (EN)
The AI revolution in marketing: impact on sales and customer relationships
AI is redefining the relationship between brands and consumers, enhancing the ability to foresee needs, personalize experiences, and optimize processes in real-time. The adoption of AI tools allows companies not only to anticipate customer expectations but also to establish deeper and more effective interactions. From virtual assistants to predictive analytics, AI technology is emerging as a fundamental pillar in the commercial strategy of any company looking to stay competitive. (ES)
