The recent interview given to Muy Segura by Eva Piera, General Manager of External Relations, Communication and Brand at Mapfre Spain, offers a particularly insightful reflection on how corporate communication is evolving within large international organisations.
Beyond the usual institutional messaging, the interview highlights a much deeper shift: communication is no longer viewed merely as a support function, but as a strategic discipline directly linked to business performance, reputation and trust-building.
One statement stands out in particular: “Today, it’s no longer just about communicating well, but about generating trust, coherence and relevance among all stakeholders.” That idea perfectly captures one of the major challenges facing organisations today.
For many years, companies tended to see communication primarily as an outward-facing activity: press releases, advertising campaigns, media visibility and carefully crafted corporate messages. But today’s environment is far more complex. Customers, employees, investors, regulators and society at large now expect something different: consistency between what a company says, what it does and what it truly stands for.
This is precisely where communication takes on a far more strategic and cross-functional role.
In sectors such as insurance — where trust is effectively part of the product itself — concepts like reputation, transparency, credibility and proximity are no longer abstract ideas; they become strategic assets. A brand is no longer simply a visual identity: it is the overall experience created through every interaction.
Another particularly interesting aspect of the interview is the emphasis placed on so-called “intangibles”: reputation, influence, corporate purpose, organisational culture and institutional relationships. Traditionally, these elements were difficult to quantify and were sometimes viewed as secondary compared to purely financial indicators. Today, the opposite is increasingly true: many organisations recognise that their competitive advantage depends precisely on these invisible assets.
Eva Piera’s comments regarding Mapfre’s recent brand identity evolution are equally significant. She stresses that the process was not about breaking with the past, but about evolving while remaining faithful to the company’s essence. And that is probably one of the smartest principles behind any successful transformation process: evolve without losing authenticity.
In a world shaped by digitalisation, artificial intelligence and the rapid consumption of information, many brands risk becoming interchangeable. This is why communicating purpose, humanity and consistency has become such a powerful differentiator.
The interview also offers an important lesson for professionals working in languages, communication and international content: translation today goes far beyond transferring words from one language into another. The real challenge lies in preserving tone, credibility, corporate culture and global consistency.
Because when companies communicate across markets, they are not simply translating information — they are translating trust.
And perhaps that is the broader conclusion behind the entire conversation. In an increasingly uncertain and overcrowded communication landscape, the organisations that will truly stand out are those capable of listening, connecting and building credible long-term relationships.
Communication is no longer simply about visibility.
It is about legitimacy.
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