Whiplash Team, February 28th 2025
Best reads February 2025
We share a brief selection of must-reads for brand enthusiasts like yourselves to enjoy during the weekend.
Brands that aim high: Jesús Calleja’s journey to space
Jesús Calleja has taken his passion for adventure to new heights with a space journey—an achievement that also presents a strategic opportunity for the brands involved. This article in MarketingDirecto.com explores how companies are using extreme expedition sponsorships to connect with audiences through values like innovation and exploration. Space is becoming a new branding stage, where visibility and emotional engagement play a key role in brand positioning. (ES)
Brand strategy in action
A brand’s success depends not only on a well-crafted strategy but also on its execution in the real world. This article in Branding Strategy Insider gathers key insights from companies that have successfully differentiated or reinvented themselves through smart strategic decisions. From building a strong identity to adapting to unexpected changes, each case offers valuable lessons on how to create more resilient and relevant brands. (EN)
Silence as a strategy: How Brands manage reputation crises
When a crisis hits, many companies react immediately, but some choose to remain silent. This article in PuroMarketing examines cases where silence has been a deliberate strategy to manage high-risk situations. While it may be perceived as a lack of transparency, in certain contexts, it helps reduce media exposure and prevent unnecessary escalation. When is staying quiet a smart move, and when does it become a liability? (ES)
The decline of linear storytelling and the future of brand narratives
Traditional storytelling is losing its effectiveness in a landscape where audiences seek more dynamic and interactive experiences. In Brandingmag, Oskar Duberg explains why brands need to adopt new narrative structures to capture attention and create impact. Stories are no longer told from beginning to end but are instead fragmented and adapted across multiple formats. This shift forces brands to rethink how they build and communicate their identities. (EN)
When corporate accreditations become status symbols
Corporate accreditations are no longer just certifications; they have become markers of prestige and exclusivity. This article in Reason Why examines how these credentials, once used solely to certify compliance, now reinforce brand identity and project status both inside and outside organizations. From restricted-access offices to corporate memberships with exclusive benefits, companies are leveraging this trend to stand out and strengthen their reputation. (ES) fuera de las organizaciones. Desde oficinas con acceso restringido hasta membresías corporativas con beneficios exclusivos, las empresas están aprovechando esta tendencia para diferenciarse y fortalecer su reputación. (ES)
