DM5502 Branding Strategy Studies
Group 19
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DM5502 Branding Strategy Studies Group 19
Tรกtil
Lorena
Current
Future
Digital
Conclusion
V a l ue s Ap p r oa c h
ign R ole of d e s
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Lorena Lorena
Tátil
Current
Future
Digital
Conclusion
Lorena Castellan Brand Strategy Manager
“
I think about the best approaches for each client, [...] I propose alignments and try to understand macro challenges and long-term objectives to, with my team, find customised and effective solutions.
“
11 years of experie nce in brandin g, brand strategy and planning.
“Alignment
do, what it seems to be and what it really is.”
you
speak
between what
and what you
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* Interview made by email in portuguese and translated to english by Carolina Montenegro
Future
Digital
Conclusion
I think the Brazil, in the last 10 years, progressed a lot in the vision about design, creation and brand management at corporations. [...] However, I believe we still have a lot to develop in order to
transform the branding as a organisational culture that assumes intangibles [...] are the most important
“
thing for the organisation...
“
...we are talking about brands that still focused in commodities. [...][Branding] still very unknown and, for that reason, poorly understood. The companies’ top-executives do not have enough training to rationally buy those services. [...] everything is a big lottery, a big bettin g.
TV Channel
“
“
Lorena
Advertising
Transform to branding
Bra zilian Branding
Tátil
Curren Curren tt
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Tátil
Lorena
Current
Future Future
“
Digital
Conclusion
I think we have a big challenge and also a big opportunity that is rethink the brands as vectors of growing and catalysts between business and people. How brands can generate business with shared value, thinking about relationship platforms and also new business that align their proposals with the people’s real needs.
“
“
Brazil will require a lot of investments in the next few years and the brands will have a essential role in this growing, catalysing and stimulating this evolution.
“ 2016 Olympic Games brand platform - Tátil
Tátil
Lorena
“
Current
Future
Digital Digital
Conclusion
the digital environment [...] is capable to increase or reduce for ever the brand value and the enterprise reputation with a simple tweet.
“
Will digital branding become more important than other forms of brand communication?
“
“
At the same time that there is an wave of new and better digital app, people want to buy antique vinyl and retro phonographs. I think that the human do not live only with virtual. The physical, the touch, the five senses activation goes beyond the digital relationship. In the future, [...] may be the digital increase its power, however, it will act in the same way as the analogue. 6
Tรกtil
Lorena
Current
Future
Digital
Conclusio Conclusio nn
Group 19 Siying Mo 1128721 Dian Mu 1127002 Kyong Pin Mun 1105108 HwaSuk Na 1123950 Tanvi Nafdey 1124088 Carolina Montenegro 1125287
Thank you!
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