Best reads June 2025

Whiplash Team, June 27th 2025

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

Is it really necessary to have a Chief AI Officer in the executive structure of companies? In an increasingly globalised and technologically advanced business world, many organisations are asking themselves this question. This article, published by Puro Marketing, explores the importance of this role and how its presence can help brands adapt to the fast-paced changes of the market and manage innovation efficiently. It also discusses the benefits a Chief AI Officer brings to strategic decision-making. (ES)

Brand consistency is a fundamental factor for long-term success in any business. Though often overlooked, its impact on customer perception and loyalty is undeniable. This article from Branding Strategy Insider examines the invisible power of brand consistency and how maintaining a coherent and stable image can strengthen a company’s market position and earn consumer trust. Examples of brands that have established a strong identity and the benefits they’ve gained over time are presented. (EN)

Repsol, the energy multinational, has updated its visual identity to better align with the values of innovation and sustainability embedded in its business model. This change aims to reflect the company’s evolution as it adapts to the current challenges of the energy sector. In the article published by Reason Why, the reasons behind this update are explored, highlighting how Repsol’s new visual identity not only responds to a branding strategy but also signifies a commitment to a more sustainable and responsible future. (ES)

In the competitive world of B2B, success hinges on offering value propositions that truly resonate with client needs. In this article from Brandingmag, Perri Richman delves into how B2B companies can strengthen their value propositions to achieve sustained growth. The author highlights the importance of deeply understanding client expectations and adapting to a constantly changing business environment. With practical examples, a guide is provided for brands to optimise their strategies and achieve positive results. (EN)

The International Awards for Brands that Enchant have once again invited companies from all over the world that stand out for their commitment to the Sustainable Development Goals (SDGs). This award aims to recognise those brands that, beyond their commercial activity, drive significant societal changes. This year’s edition seeks to highlight the work of companies that integrate sustainability into their DNA, demonstrating that profitability can go hand in hand with social and environmental commitment. The article, published by El Mundo Financiero, explores the key factors and challenges companies face on their journey toward sustainability and presents the guidelines for participating in these international awards. (ES)

From Image to Strategic Purpose

13/06/2025

Whiplash Team, June 27th 2025