‘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.