DM5502 Branding Strategy Studies Group 19 Tátil Lorena Current Future Digital ConclusionValues source of in nature as a rands” “Tátil believes nies and b ople compa inspirat ion for pe ite Tátil webs Approach “The goal of Tátil is to view of pro develop a b fit, going roader v i e w t h a t beyond a fi w i l l e n s u r nancial sustainabilit e l o n g l a y” Tátil website s t i n g n Role of desig sustainable e lement, novative and [companies] e in design as a in .] offering “We believ future, [.. e inventing the rs.” Tátil Websit e capable of r ts of consume e in the hear a memorable plac
Tátil Lorena 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 experience in branding, brand strategy and planning. “Alignment between what you speak and what you do, what it seems to be and what it really is.” 2* Interview made by email in portuguese and translated to english by Carolina Montenegro
Tátil Lorena Current Future Digital Conclusion“ I think the Brazil, in the last 10 years, progressed a lot in the v i s i o n a b o u t d e s i g n , c r e a t i o n a n d b r a n d m a n a g e m e n t a t Brazilian Branding 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. TV Transform Advertising Channel to branding 4
Tátil Lorena Current 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 Conclusion “ the digital environment [...] is capable to increase or reduce for e v e r t h e b r a n d v a l u e a n d t h e “ enterprise reputation with a simple tweet.Will digital branding become more importantthan 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.
Tátil Lorena Current Future Digital Conclusion its say it is, ut wh at you p ot abo . -‐The Brand G a d is n is A bran ey say it h what t We agree with Lorena Castellans’ views on branding and the future directions. Branding makes a connection between people and business.
Group 19 Siying Mo 1128721 Dian Mu 1127002 Kyong Pin Mun 1105108 HwaSuk Na 1123950 Tanvi Nafdey 1124088 Carolina Montenegro 1125287Thank you! 8