Leading Brands
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LEADING BRANDS GROUP
CARLA ROCHA
RÁDIO RENASCENÇA
CARLA PEREIRA
DPD
DIOGO ALVES
WEF
FERNANDO ALVIM
FILIPE BONINA
CENTRAL DE CERVEJAS
INÊS VELOSO
RANDSTAD
JOANA GAROUPA
GALP
VERÓNICA DOURADO
RED BULL
MARIO CHESSA
CIP
NUNO MOURA
FPF
RICARDO TOMAZ
SIVA
PATRÍCIA MATOS
TVI
PAULA CANADA
TAP
PAULO ALVES
MULTI
RICARDO ROCHA
NOESIS
INES MENDES DA SILVA
NOTABLE
RUI RIJO
JABA RECORDATI
RUI VENTURA
APPM
SARA BATALHA
MTW
SÉRGIO INÁCIO
AXIANS
TIAGO FERREIRA
DELTA
ANDRÉ RIBEIRO PIRES
MULTIPESSOAL
MANUELA GOMES
CAPGEMINI
RUTE ALMEIDA
MADE2WEB
PAULO MAGALHÃES
PMP EVENTOS
RITA AMZALAK
HAVAS MEDIA
ANDRÉ NASSAR
FCB LISBOA
Rafael Alves Rocha
Corticeira Amorim
ISABEL LUNA
IDC
SPECIAL EDITION
DOSSIER LEADING BRANDS – Líder Magazine nº10
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?
DOSSIER LEADING BRANDS – Líder Magazine nº9
DOSSIER LEADING BRANDS – Líder Magazine nº8
DOSSIER LEADING BRANDS – Líder Magazine nº7
DOSSIER LEADING BRANDS – Líder Magazine nº6
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?
