The brand needs to be present at both with the same identity, explains Jaime Troiano and Cecilia Russo: “is the same experience in different plataforms”. Content only in Portuguese.
Jaime Troiano talks about the dificulty to keep the essential characteristics of a brand. He explains that when brands expand and don’t preserve it’s original features it tends to fragilize. Jaime adds that is very hard to manage this expansion process. Cecilia Russo says that when more fragmented the company is, more the sense of engagement with purpose gains relevance. Content only in Portuguese.
The subject is privatization. Jaime Troiano says that one of the greatest danger is loose the lucidity, afecting even company’s identity. Cecilia Russo highlights three important concerns: respect to history, commitment with society and changed what needs to be changed. Content only in Portuguese.
It’s not possible to ignore tendencies. Look foward; but, don’t offer something that is still away from reality. Content only in Portuguese.
In Brand’s game, play for a tie is not enough. Content only in Portuguese.