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The advantages and pitfalls of celebrity signature brands

Cecília Russo believes that if a stage name is well managed, it sells well. So, ‘it is an interesting strategy when done well. Jaime Troiano points out that it may be a good thing, but there is a risk with this association. If the public person slips, it affects people’s perception of the brand. ‘One thing contaminates the other,’ he says. Content available only in portuguese.

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Some brands still create distance with certain social groups

‘Brand is committed to social inclusion’, defends Jaime Troiano. He describes a common mistake made by companies when trying to include other economic classes among the consumer public: simplifying the product, removing elements – including visual identity – to make it cheaper. Cecília Russo reinforces the importance of looking at people in all their dignity, not at numbers. Content available only in portuguese.

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‘The face’ of the brand: how to select the item that will define and summarize your product?

When it comes to building brand identity, ‘you have to be surgical’, says Jaime Troiano. Cecília Russo considers that it is difficult, but very important to choose the one that weighs the most. ‘It is impossible for consumers to absorb everything that managers want to talk about companies’, he says, highlighting the importance of conciseness. Content available only in portuguese.