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