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.
Jaime Troiano and Cecília Russo talk about innovation. Cecilia says it is rare to see a company that does not bring the word ‘innovation’ to the development agenda. However, many innovate by taking inspiration from what others do. With this, they become increasingly similar. For Jaime Troiano, before you start building or managing a brand, you need to look at what your competitors are doing and find a place of their own. Content only in Portuguese.
The consumer wants a brand they can trust. He only wants to continue cosuming that product if it is well served by employees. Content only in Portuguese.
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.