Cecília Russo points out that an extra day for brand management can be terrible or it can be an opportunity to built the relationship with its consumers, people or communities. Jaime Troiano said that this day can be used to do something different and surprise the customer. Content only in Portuguese.
Jaime Troiano and Cecilia Russo talks about Pirelli’s calendar, an icon that started in 1964. The calendar has gained a digital version, with multiple forms to illustrate. Cecilia Russo says “digital within the same structure expand the possibilities.”. The Pirelli 2020 Calendar rescues the Juliet that exists in every woman. Jaime Troiano says that “Pirelli teaches us all a lesson.”.Content only in Portuguese.
“No one will invest in companies that don’t have a serious and authetic compromise with sustainable development” ensures Jaime Troiano. Cecilia Russo completes: “brands that have effective zeal practices will get ahead. Content only in Portuguese.
Jaime Troiano and Cecilia Russo talks about influencers and how they should be taken in consideration by the brands. Cecilia explains that they are versions of cover boys with a new face. “Influencers establish a relation of equality with society”. Jaime alerts that a brand shouldn’t be attached permanently with only one influencer. Content only in Portuguese.
Jaime Troiano defends that brands also have a important role to build citizenship. Cecilia Russo highlights the importance of accessible language to allow councious choices. Content only in Portuguese.
In second place comes prize. Research started to be held in 2010. Nike, Itau and Rede D’or are among the superchampions. Content only in Portuguese.
Jaime Troiano alerts for the importance of this balance. Cecilia Russo make a caveat: beyond monitoring the mistakes and hits, it is essential not to lose from sight the answers for the next year. Content only in Portuguese.
Jaime Troiano and Cecília Russo produced a book with some of the topics covered throught the years in the program. All the texts are arked with a phrase highlited during conversation. “We like to talk about brands”. The lines were transformed in 20 texts. The book has a prefacy written by Milton Jung. Its published in digital format and it’s available in the website. Content only in Portuguese.
Jaime Troiano and Cecília Russo talk about the effects of algorithms on brand building. “Brands that rely on strategies created with algorithms cannot simply be hostages of the past.” Content only in Portuguese.
Jaime Troiano and Cecília Russo talk about Purpose. Jaime Troiano explains that Purpose is the convergence between that thing I know to do well with that thing that the world needs. Cecilia Russo says that Purpose conects the past, with living present and illuminates a future project. Content only in Portuguese.