Brand is not to hide anything, it is not to make anyone invisible

Jaime Troiano and Cecília Russo talk about the book ‘The ring of Giges: an ethical fantasy’, by Eduardo Giannetti. They say they learned a lesson about branding while reading. Jaime points out that ‘there are brands and companies that imagine having the ring of Giges, who assume that what is practiced on the inside nobody sees on the outside. More and more this is a sweet illusion. ‘ Cecília adds that ‘starting from the front door is essential for everyone’. She adds that ‘brands are not sidings that hide what is wrong inside companies’. Content available only in portuguese.