Cecília Russo and Jaime Troiano comment on Natura’s father’s day campaign, which features Thammy Miranda, a trans man, as the protagonist. Cecília says that brands can be catalysts for discussions in society and recalls similar cases. She and Jaime Troiano, however, consider that companies should not only take ownership of a theme that has been generating discussion to ‘appear’. Content available only in portuguese.
‘We have a relationship with just one thing’, says Cecília Russo, explaining that all stages of contact with the consumer are perceived by him as a unit. In other words, services provided by third parties affect the image of the main brand. ‘Outsourcing is not an excuse for poor service,’ adds Jaime Troiano. Content available only in portuguese.
Cecília Russo highlights the proximity to home, the ease of buying through WhatsApp, the personality, the security of knowing who to complain to when necessary and other factors that strengthen small brands in this period. Jaime Troiano hints: large companies can learn a lot from them. Content available only in portuguese.
Under discussion, this Saturday, the scenario of brands in the midst of the pandemic. Many had to change their way of acting, and between these, there was a distance from customers. Which are the most affected and the most benefited? ‘What is happening now could almost have been before the pandemic’, comments Jaime Troiano. ‘No reputation is created overnight’, reinforces this kind of market mantra. Content available only in portuguese.
Jaime Troiano reports what he learned about branding from the contribution of the Americans. “They understood that branding is something that has to be professionalized,” he says. Cecília Russo highlights the insertion of brands in sports spaces, very strong in the USA. Content available only in portuguese.
Cecília Russo and Jaime Troiano comment on phrases that are true branding mantras, and are in the book released by the duo with a preface by Mílton Jung. Just download it for free at troianobranding.com. Content available only in portuguese.
Jaime Troiano and Cecília Russo give tips on how brands can maintain their strength in the market. Knowing the consumer well, having a clear position and maintaining the quality of the product are some of the advice of commentators. “All the practices that help to build a brand will bring that sense of strengthening your health.”
The program discusses, this Saturday, the new scenario of social networks during the pandemic. With remote work, companies have changed their daily lives since March. ‘At first, it may seem terrible, but it is not. We get something that, in the routine, we wouldn’t have ‘, believes Jaime Troiano. Content available only in portuguese.
Jaime Troiano comments that it is positive when leaders speak publicly to the market and the consumer. On the other hand, he lists attitudes of companies that can make the situation worse: nervous tone in communication and insistence on advertisements. For Cecília Russo, companies should be even more careful during the pandemic, as delay in delivery and the need for exchange generate more anxiety in buyers. Content available only in portuguese.
Jaime Troiano and Cecília Russo talk about the residue that brands will leave on the market and in our lives. Jaime says that ‘there will be many memories of brands that are helping us through this sad and delicate period of confinement. Brands that understood the difficulties and, mainly, the fears that we have lived ‘. Cecília points out that ‘the brands that do this homework in a legitimate, true and authentic way will leave a very positive balance’. Content available only in portuguese.