A slip can compromise your business. Before, it’s necessary to think: what your brand have that is unique? Is also necessary to be careful to not release a lot of things at the same time. Content only in Portuguese.
This concept creates a sense of identity to a geographical space. It works to attract residents and also as a lever for business. Content only in Portuguese.
The brand needs to be present at both with the same identity, explains Jaime Troiano and Cecilia Russo: “is the same experience in different plataforms”. Content only in Portuguese.
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.
The subject is privatization. Jaime Troiano says that one of the greatest danger is loose the lucidity, afecting even company’s identity. Cecilia Russo highlights three important concerns: respect to history, commitment with society and changed what needs to be changed. Content only in Portuguese.
JJaime Troiano and Cecilia Russo talk about their book “Qual é o seu Propósito? A energia que movimenta pessoas, marcas e organizações no século 21”. Cecilia Russo tell us about the need of bringing a brazilian book to the market that aligns the concept and gives seriousness that this theme deserves. “We have a methodology”. Jaime Troiano explains that the book was built with a lot of caution and using real cases. Content only in Portuguese.
Jaime Troiano explains that the kids are the public that most readapt to this big digital setting. “They are very adapted to this world”. He adds that brands, somehow, are more adept at making their relationship with children follow this setting. Cecilia Russo says this is a generation of interactivity with brands. “Brands that talk to children need to respect them and also be able to integrate digital as part of this generation’s current experience.” Content only in Portuguese.
Jaime Troiano explains that “brand is an identity that you built around a central ideia and tv shows are, without any doubt, brands”. They move a lot of money as good brands are capable of. Cecilia Russo talks about the aproximation of tv shows with others brands from different segments. “Is a brand feeding the other and rebuilting reciprocally”. Content only in Portuguese.
Jaime Troiano and Cecilia Russo talks about a work developed in Pinheiros. “Baixo Pinheiros” is a neighbourhood in Sao Paulo that became an importante brand. “Is a neighbourhood that have a positive mixture of a lot of shades”. It’s rare to find that in a such small geografic space. “This sense of encounter it was what we put as soul of the neighbourhood” As every brand, it needs administration. These encounters will not be permanent if the brand is not taken care of. Content only in Portuguese.
Cecília Russo and Jaime Troiano explains the concept, important to retain clients. Content only in Portuguese.