CENTRAL DE CERVEJAS
New Life for brands
As marcas ganharam “movimento”. A sua maioria passou de B2B a B2C e a ir ao encontro das pessoas, chegam, batem à porta e entram pelas suas casas. Um fenómeno que as tornou também mais humanas, especializadas, respeitadoras do ambiente e sustentáveis.
Os tempos de incerteza que se vivem estão a forçar os consumidores a repensarem o modo como compram e o que compram. Este já não é o mundo em que vivíamos. Perante as novas necessidades dos consumidores, as marcas devem ser altamente focadas e ágeis nas suas respostas.
O dossier Leading Brands trata o tema “New Life for Brands”. Estamos a viver uma nova vida para as marcas? L’Oréal Portugal, Páginas Amarelas, Procter & Gamble, Huawei Portugal, Grupo Ageas Portugal e Siva deixam respostas. Fleura Bardhi (City University London) traz-nos o conceito “A Hora do Consumo Líquido”. Em entrevista, Washington Olivetto, um dos publicitários mais premiados de todos os tempos, fala das suas autobiografias e percurso enquanto CEO e criativo de grandes contas.
IS COVID-19 THE ULTIMATE INFLUENCER?
In a hyper speed global communication society where social media networks determine not only values but behaviour, who are the true influencers?
With a global lockdown of humanity in place, can we consider COVID-19 the ultimate influencer? Has COVID-19 permanently influenced changes in social, political and economic behaviour?
The Leading Brands section asks “Is COVID-19 the Ultimate Influencer?” analyses the new agenda of brands and how they aspire to leave a “mark”. Trust, honesty, consistency, fulfilling promises and accepting accountability are the major pillars of the
Pestana Hotel Group, Jaba Recordati, Siemens, VINCI Energies Portugal and Microsoft.
We also went to discover the new Tabaqueira. The Portuguese subsidiary of Philip Morris International which is leading the transformation in the tobacco industry and giving it a sustainable focus and mission. Miguel Matos, the company’s director general speaks about his ambition for a smoke-free future.
LEADING BRANDS A brand to return
And suddenly habits have changed and so has the way we consume, work and live. The rules of the game have changed and brands are highly aware that there is a new customer. How can we understand their needs, feelings and actions to create value at a time when everything is uncertain? IS digital the key for brands to survive in this brave new world? How should brands be (re)positioning themselves?
In this dossier, we present the members of the Strategic Council of this new working group, whom we challenged to reflect on the humanisation of brands in the digital era. People tend to view brands as something distant, unattainable, and this still happens because most companies are not interested in transmitting that which happens “indoors”. The truth is that people like to trust and to identify with the brands of which they are consumers and nothing is better than proximity to create those connections and trust and loyalty. If a company wants its brand to stand out to the point of earning the trust of people, it will have to make itself more human. However, in an increasingly more digital and robotized world, are brands more mechanised and distant or more emotional and closer to the consumers?