Branding Expert Interview

Page 1

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

2


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

2

* 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

4


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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