Whiplash Team, June 28th 2024

Best reads June 2024

We share a brief selection of must-reads for brand enthusiasts like yourselves to enjoy during the weekend.

Is the term brand overused?

The article’s author, Ian Humphris, argues that the term “brand” has become overused and lost its true meaning, causing financial leaders to undervalue its importance. Despite this, strong brands are shown to significantly boost sales, loyalty, and profits. To reclaim its value, branding must be integrated into corporate strategy, emphasizing its role in economic growth and competitive advantage. The article calls for a shift in how brands are perceived and managed, advocating for a holistic approach that aligns brand strategy with overall business goals. (EN)

The evolving landscape of brand content

The article published by PuroMarketing reviews the evolving landscape of branded content, emphasizing that audiences now actively seek content rather than passively receiving it. The 2024 Trends Report by BCMA and Ipsos highlights the effectiveness of branded content in engaging consumers, particularly through authenticity and emotional connection. Successful branded content projects focus on quality and alignment with brand values, utilizing various formats and influencers to enhance impact. The report underscores the strategic importance of branded content in building brand image, engagement, and differentiation. (ES)

When the new becomes old very fast

The constant quest in marketing for the “next big thing” and how it often fails to provide a lasting competitive edge is the topic of this article. Innovations like AI offer initial advantages but soon become standard practices, neutralizing their impact. The true path to success lies not in chasing fads but in mastering fundamental principles: understanding real needs, providing quality solutions, and maintaining fair prices. Effective marketing requires continuous focus on these basics rather than relying on transient trends. (EN)

Spanish companies embrace sustainability practices

The progress of Spanish companies in adopting the UN’s 2030 Agenda for Sustainable Development is looking good. According to a survey of over 2,300 companies, 90% are engaged in sustainability practices, with nearly all large companies actively contributing. Key areas of focus include gender equality, environmental measures, and the integration of green skills. Many businesses now view sustainability as a strategic advantage, with 84% recognizing its competitive benefits and 51% noting a positive impact on financial results. (ES)