In this episode of La Cueva de MOE, we speak to Paloma Casillas, Head of Communications for Southern Europe at Revolut, about how to build a brand capable of transforming the perception of an entire sector. Drawing on Revolut’s evolution, we analyse the role of corporate communications in building trust, repositioning a company and connecting with new audiences in a sector as highly regulated and competitive as finance.
The central theme of the episode revolves around one question: how can a brand change its image without losing its essence? This line of thinking ties in directly with the argument that visibility does not equal influence — what matters is not how often you appear, but how you build sustained legitimacy. We discuss communication strategy, positioning, creativity, crisis management and artificial intelligence, and how companies can set themselves apart whilst maintaining a tone that is approachable, transparent and relevant to their audiences.
We discuss:
- How to build a brand capable of changing the perception of an entire sector.
- The importance of trust and transparency in corporate communication.
- The balance between creativity, regulation and compliance in highly regulated sectors.
- How to design campaigns that spark conversation and have cultural relevance.
- The keys to managing a communications crisis in the age of social media.
- How to use artificial intelligence to be more efficient without losing your judgement or authenticity.
