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DM5502 Branding Strategy Studies Group 19

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Tátil Lorena Current Future ConclusionDigital

DM5502 Branding Strategy Studies Group 19

Values

Approach

Role of design

LorenaTátil Current Future Digital Conclusion

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Lorena CastellanBrand 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.

“ ““Alignment between what you speak and what you do,

what it seems to be and what it really is.”

11 years of experience in branding, brand strategy and planning.

* Interview made by email in portuguese and translated to english by Carolina Montenegro

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CurrentTátil Lorena Future Digital Conclusion

Bra

zilia

n B

rand

ing

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 betting.

“ “

Advertising Transform to

branding

TV Channel

FutureTátil Lorena Current 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

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DigitalTátil Lorena Current Future 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.

“

““ “

ConclusionTátil Lorena Current Future Digital

References

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Thank you!

Group 19

Siying Mo 1128721Dian Mu 1127002

Kyong Pin Mun 1105108HwaSuk Na 1123950

Tanvi Nafdey 1124088Carolina Montenegro 1125287