Grupo Troiano de Branding is now called TroianoBranding. We chose the path of simplification, synthesis that reflects the essence of what we do. The five areas that generate our portfolio of services are now gathered under this new name: Troiano Pesquisar (troianoresearch), Troiano Significar (troianomeaning), Troiano Crescer (troianogrowth), Troiano Acontecer (troianoachievement) e Troiano Educar (troianoeducation).
A unique moment in the history of Grupo Troiano de Branding. Being a 20-year-old company in the branding market – nowadays much more professional and competitive -, facing strong national and global competitors, all of that has been, combined with our inner strength, crucial to empowering us year after year.
With eyes on the next 20 years and wondering what will come around to nurture and inspire brand strategies, Grupo Troiano de Branding settled a strategic alliance with AYR Worldwide – a Portuguese company with a broad portfolio of products and services in consumption and behavioral trends. Thus, Grupo Troiano de Branding not only reaches for the future but also opens the door to entry the European markets, where it already operates with AYR.
Assim, o Grupo Troiano de Branding não só se aproxima do futuro como também abre as portas para a entrada nos mercados europeus, onde a AYR já atua.
Troiano becomes a partner of the American consultancy Gerald Zaltman, being the only Brazilian company to operate with ZMET – a research technique developed by Harvard University combining neuroscience with marketing.
In a clear movement of expansion, Troiano creates Grupo Troiano de Branding, Brazil’s first group 100% dedicated to brand management. The group comprises the two existing companies – Troiano and brands & values – and a new one, BrightHouse Brazil, specialized in creating “Master Ideas ™” for brands. BrightHouse Brazil is a joint venture with BrightHouse, an Atlanta, USA, based consultancy owned by Joey Reiman. In Brazil, it is led by Cecilia Russo Troiano.
Reformulation of Troiano’s visual identity (preserving the name). The redesigned logo reflects the company’s concern to approach brands in 3 dimensions: market, corporate and economic.
Troiano gives the first steps towards the formation of a group. Together with the economic advisory SETAPE, creates brands & values, becoming the first Brazilian company to perform brand economic valuation.
The company goes through another revision of its identity, this time attempting to express its growth. Troiano Brand Consulting substitutes the former name, bringing a more impersonal nature to the organization. That very year, the company is awarded twice: first by ESOMAR, the European entity that granted Troiano with the award for “Most Interesting Use of Research” with the work “Beauty and the Beast”; and second by Meio& Mensagem, with the disputed Caboré Award in the category of Specialized Service.
Cecilia Russo Troiano joins the company as a partner, sharing the leadership with Jaime Troiano. The company was renamed Jaime Troiano Brand Consultancy to reaffirm its vocation and devotion to brand management.
The company changes to a new name, reinforcing its commitment to brands, becoming Jaime Troiano Brand Consultancy and Consumer Behavior.
Jaime Troiano starts the Jaime Troiano Consumer Strategies, the first Brazilian company focused on brand management. The first client was ANER – National Association of Magazine Editors.