Cecília Russo believes that if a stage name is well managed, it sells well. So, ‘it is an interesting strategy when done well. Jaime Troiano points out that it may be a good thing, but there is a risk with this association. If the public person slips, it affects people’s perception of the brand. ‘One thing contaminates the other,’ he says. Content available only in portuguese.
‘Brand is committed to social inclusion’, defends Jaime Troiano. He describes a common mistake made by companies when trying to include other economic classes among the consumer public: simplifying the product, removing elements – including visual identity – to make it cheaper. Cecília Russo reinforces the importance of looking at people in all their dignity, not at numbers. Content available only in portuguese.
Mílton Jung talks to Jaime Troiano and Cecília Russo about the importance of brands in looking at their customers through many lenses. They highlight the need for companies to be attentive to demographic changes in their regions, in order to be ready to meet market changes. Content available only in portuguese.
Cecília Russo and Jaime Troiano talk about spontaneous consumer evaluations of products and services. Just as referrals are worth a lot, negative comments are also quick to wipe out companies’ reputations. Content available only in portuguese.
When living abroad, shopping can become a moment of longing and nostalgia for the lack of brands in your routine, even if you find equivalent products. ‘It is a feeling of emptiness,’ says Jaime Troiano. Cecília Russo points out the market opportunity for brands that can attract the foreign community. Content available only in portuguese.
A study by Narita shows what people expect from what they touch and see when they buy. Color vividness and transparency are items valued by consumers today, among others. Content available only in portuguese.
Cecília Russo says she has the impression that brands only defend a social group when that feeling is already latent in society. “Maybe we should do the opposite,” he says. Jaime Troiano points out that we are still far from a more egalitarian representation in advertisements, but we are improving – even if slowly. Content available only in portuguese.
The technique created by professor Gerald Zaltman is based on neuroscience concepts and uses metaphors so that people can express sensations. Cecília Russo and Jaime Troiano comment on a research on the pandemic that used the method. For them, the study’s findings can help brands adapt to the current moment. Content available only in portuguese.
When it comes to building brand identity, ‘you have to be surgical’, says Jaime Troiano. Cecília Russo considers that it is difficult, but very important to choose the one that weighs the most. ‘It is impossible for consumers to absorb everything that managers want to talk about companies’, he says, highlighting the importance of conciseness. Content available only in portuguese.
Cecília Russo compares the brands with the cartoons that children watch many times. The repetition of the message generates predictability, which can cause a feeling of comfort and confidence. Jaime Troiano reinforces: ‘the more the channels are pulverized, the greater their communication power’. But it is necessary to integrate the speeches. Content available only in portuguese.