Whiplash Team, September 27th 2024

Best reads September 2024

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

Branding as the key to unsticking a stalled purpose

When companies are stuck in their purpose, branding can reinvigorate their focus and direction. This article published by Brandingmag explores how a strong brand strategy can help organizations move forward, aligning their mission with purpose and connecting more deeply with consumers. (EN)

Campbell Soup wants to change its name

Campbell Soup Company, known for its iconic soup cans immortalized by the legendary Andy Warhol in his pop art, has decided to rebrand by changing its name, after 155 years, to reflect a broader and more contemporary vision. This shift aims to position the company in an ever-evolving market and emphasize its commitment to innovation and diversity in its product range. This article delves into the significance behind this transformation and how the company plans to connect with modern consumers beyond its legacy in the food industry. (ES)

Corporate brands: Driving forces behind competitive advantage

Corporate brands play a crucial role in creating a sustainable competitive advantage. This article from Branding Strategy Insider explores how corporate brands establish identity and value perception and strengthen emotional connections with consumers. Through key examples and strategies, it examines how effective brand management can be a fundamental differentiator in business success. (EN)

Zalando unveils new logo and revamped brand identity

Zalando has taken a bold step by renewing its logo and refreshing its corporate image, marking a new chapter in its journey within the fashion industry. This article from Fashion United explores the motivations behind this visual transformation and how the company aims to strengthen its connection with consumers in an ever-changing market. Through this update, Zalando seeks to reflect its evolution and adaptability in the competitive e-commerce sector.

Empowering leadership: The new approach transforming organizations

Leadership has evolved, and those who empower their employees are the most effective. Rather than controlling every aspect, leaders who foster autonomy and trust enable their teams to thrive. Employees who feel empowered by their leaders are more than three times as likely to report that their organizations make high-quality decisions. This article by consulting firm McKinsey, explains how this approach creates a more collaborative and productive environment, where employees can reach their full potential. It also details the behaviors that an effective leader should demonstrate. (EN)