Stop helping brands to talk, and help them do. All the technologies, platforms, messages and all bla bla bla bla, have made the consumer ignore the majorities of brands. How to plan a message if this message is more a real-time conversation? Less conversation, more experiences. The next challenge: your brand needs to be a revolutionary product purpose or you need to wrap your product with a incredible experience. 1. Conceptual planners: They believe in concepts like ideas and essences. When they look at consumers, they value universal, deep, motivational insights above descriptions of behavior. 2. Practical planners: They believe…

Every time that somebody mentioned in a meeting room: “We need to find a Brand Purpose” angels start to sing in heaven. But what we need to make clear here is: the Brand Purpose is something really serious that needs to be materialized not just in communication executions but internalized in the company culture. This fact is amplified in the digital era when it is most important to put it in practice instead of just talking about it. Brand Purpose is not just a Brand Promise, it is more a Brand Attitude. The importance of building a brand on a…

Are you ready for 2020? For many years, to monitor competitors and business indicators was enough to create a successful marketing strategy. But today it is not. Innovation spirit and ability to evaluate all the markets big data around competitions, consumer behavior, trends, product innovation and many others things brings to our discipline a new complexity and perspectives for our deliverables. These hard truths are radically changing marketing teams scope of work and making new labels and a lot of new positions with unusual names and roles to begin to assist all of these new world’s demands. Marketing departments start…

Muitas técnicas, conceitos e aplicações ganham novos nomes para trazer à tona antigas discussões. Agora é a vez do Design Thinking, na verdade uma provocação à maneira tradicional de pensamento e uma proposta que propõe uma mudança no jeito de encontrar soluções inovadoras que podem mudar de uma vez por todas a maneira de enxergar os valores dos negócios. Vale a pena dar uma olhada no vídeo de Tim Brown. (more…)