Cecília Russo and Jaime Troiano explains the concept, important to retain clients. Content only in Portuguese.
Cecilia Russo answers yes. In her words, some brands pass through this moment of migration and in a determined moment gain its own life and create its own narrative. Jaime Troiano says that the moment of transition is when the wisdom realize that is time to give this freedom to continue growing. Cecilia completes saying that “brands, as our kids, also can be independent. But, we need to know the right moment for that and never precipitate.” Content only in Portuguese.
Jaime Troiano highlights that “we live increasingly in an era of transparency as an absolut value.”. He adds that “it’s not possible to show more something you are not or hide bad things that you have”. Cecilia Russo says that “it has brands that already born with that transparency chip installed”. Content only in Portuguese.
Brands needs to be commited with determined theme. Jaime Troiano says that are certain banalization when it comes to Purpose. “The idea is mixed up with mission, vision and values. That are different things”. Cecilia Russo explains that Purpose is wider, it needs to be authentic and truthfull. Content only in Portuguese.
Cecilia Russo says that “the goal of the iniciative is loyalty”. She adds that it has a logistic for this to happen. Jaime Troiano says that this kind of promotion creates a feeling of child regression . “A funny thing to colect stamps to win at the end”. Jaime adds that “create loyalty is always a more important way than simply get new costumers”. Content only in Portuguese.
Cecilia Russo says that a person that is starting a business focus on the operation and, many times, at the time to make their own brand, takes as references big companies. Jaime Troiano completes: when you think about brand, we can’t be lazy and simply copy. “The brand is the complementation of what you want to comunicate. Content only in Portuguese.
On this saturday, the program brings an unknown subject for a lot of people, but strategic for many countries economies: The Madrid Protocol. It’s about a great contribution for economy development, says Jaime Troiano. It provides the possibility to facilitate the spreading of certain brands in other countries. It is, in general lines, a process of taking off the red tapes of exportation. Content only in Portuguese.
The show of this saturday brings one of the most common complains to brands: when it promisses somenthing, and delivers another thing. “A promisse is something easy to do, hard is to kneel and pray. The problem is that people make promisses that can’t be accomplished”, says Jaime Troiano. Content only in Portuguese.
In times of so much innovation, technology and creativity, is possible to drink in nostalgia fountain? “I think that exist a side of nostalgia that is innovative”, bets Cecilia, for whom nostalgia is not related with old ages. She highlights: “As Freneticas”, for example, they are a brand. Pure nostalgia, they fill up shows. More: Sandy e Junior also arouses this sensation. And atract a legion of fans interested in see the brother on stage. They are also a powerful brand. Content only in Portuguese.
Are the Brands that impose a pattern or we that, through our habits, that generates the pattern followed by them? Is the egg and chicken dillemma. Who cames first? Deep down, one thing nourishes the other. How much influence a model like Gisele already had about behaviour, for example? Content only in Portuguese.