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Luis Pimenta Portfolio

This document provides details on Luis Pimenta's portfolio and experience working in branding and communication roles. Some key points: - Luis has over 25 years of experience working for agencies around the world in countries like Portugal, UK, France, South Africa, Dubai, Saudi Arabia, etc. - He has worked with prestigious brands and influential individuals like Nelson Mandela, kings of Jordan and Morocco, CNN, UN, and Greenpeace. - He is the author of two published books on advertising agencies and the power of brands. - Luis also developed an app called "ImBrandingIt" to provide tools for advertising professionals. - The bulk of the document outlines his work history

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LUIS PIMENTA PORTFOLIO ALL THE THINGS INSIDE MY BRAIN
I have been working as Brand Builder and Consultant in multina- tional agencies around the world (Portugal,United Kingdom,France, South Africa, Dubai, Saudi Arabia, Jordan,Tunísia, Morocco, Lebanon. I was lucky to work with some of the most influential persons and institutions in the world like Mr. Nelson Mandela, His Majesty king of Jordan, His Majesty King of Morocco, Zidane, CNN, United Na- tions, Greenpeace, Red Cross and with prestigious brands as well. Main experience:Telecoms, Banks and Airlines. Up to date I have 2 published books: 1 “Perfect Advertising Agency” Talks about the agencies of today. A new generation of agencies that know how to be desired by brands as oppose to be an agency looking for brands on inhumane pitch fever. 2 “Just Brand It and change the world doing it”. Talks about the power of brands and branding and the respective capacity to improve people life. I am the owner and developer of the only App dedicated to adver- tisers.This App called “ImBrandingIt” intends to give all profession- als the tools they need to succeed in their career.
January 2002 - December 2004 (3 years) Brand Builder / Communication Consultant intermarkets - Jordan XPress (telecom) Batelco Jordan (fix phone and internet provider) Motorola (mobile phone) Citroen (car) Cairo Amman Bank (bank) Lee Cooper (clothes) January 1999 - January 2001 (2 years 1 month) Brand Builder / Communication Consultant Ogilvy - KSA/Dubai Nokia (mobile phone) Volvo (car) BAYER - Levitra (pharmacy) Dollis (food) Arena (sport) Olympus (photographic material) January 1995 - January 1998 (3 years 1 month) Brand Builder / Communication Consultant JWT - South Africa Ponto24 (bank) Hotel Africa (hotel) Nandos (food) Nestle (food) Virgin (group) Land Rover (car) Red Cross (humanitarian organization) International Amnesty (humanitarian organization) IFAW (humanitarian organization) January 1992 - January 1994 (2 years 2 month) Brand Builder / Communication Consultant McCann Erickson - South Africa/Mozambique Nelson Mandela (kuhluvuka organization) MCell (telecom) LAM (Airline) January 1990 - January 1992 (2 years 1 month) Brand Builder / Communication Consultant Freelance Lisbon Portugal Vidisco (record company) Valentim de Carvalho (record company) MGM (record company) Vidisco (record company) Valentim de Carvalho (record company) MGM (record company) Porto Editora (book Editor) Camara Municipal deViana do Castelo February 2011 - Present (4 years 2 months) Brand Builder / Communication Consultant EuroRSCG – England / Dubai / KSA / Lebanon Saudia (Airline) KAIA (King Abdulaziz International Airport) Unilever Panda & Hyper Panda (Super and Hypermarket) KSA Human Rights Organization Prince Sultan Cultural City Toyota (car) Santander (bank) February 2010 to February 2011 (1 year 1 month) Brand Builder / Communication Consultant McCann Erickson - Dubai/Tunisia Orange Telecom Coca-Cola (corporate) Fanta Minute Maid Tunisair (airline) Mercedes-Benz Bank CITY Lufthansa (Airline) Amadeus January 2007 - January 2010 (3 years 1 month) Brand Builder / Communication Consultant Lowe - Morocco Wana telecom Maroc Telecom Bank Populaire (bank) Total Jet4You.com (airline) Peugeot Virgin Megastore Carrefour Danone January 2005 - December 2007 (3 years) Chief Creative Director karoui&Karoui - Paris / Tunisia / Algiers / Morocco Nessma TV (TV channel) Wana (telecom in Morocco) Nedjma / ooredoo (telecom in Algiers) Tunisiana (telecom in Tunisia) BCI (bank) Samsung (mobile phone) VW (car) My Life So Far
Cold reality about consummers In any given day during a brand meeting words likeAudience, Fans, Brand Advocates, Communities, Collaboration, Rela- tionships, Engagement, Loyalty, Commitment and Love are used freely with the idea that it’s achievable with the lunch of the next product or the next advertising campaign. The reality about brand building and brand en- gagement it’s filled with traps created by consum- ers on the move. Cold reality #1 Customers don’t know much about brands they buy on dayly basis. In fact customers don’t care about brands. Cold reality #2 Customers like to engage in conversations criticising brands. Most of the time it’s based on what someone said. Cold reality #3 The consummer of your brand is also the consummer of a similar product Cold reality #4 Just because a brand has people love, it doesn’t mean they have great revenue. It only means they have free advertising. Cold reality #5 Customers will only interact with you or talk about you if they are geting something for free or with a discount. Cold reality #6 People don’t have relationships with brands. The big move brands are now trying to do is to shift from talking to doing. A few year ago brands decided to start talking with consum- ers.They gave voice to this public and hell broke free. Su- dently they found out that customers have opinions. And they where willling to express them all over social media. Today most brands are slaves of that same public.They do everything they can to please and to not be agressed. Smart brands decided to change the strategy. They don’t want to talk anymore with consumers.They prefer to act, surprising positivly the customer, by doing something that’s interesting or funny or relevant or cool or different or en- gaging or unexpected, and then place the “action” on social media.The same place they used to anialate the brand.And its working. The brand building business has grown-up imensly over the last decades. I am not talking about maturity. I am not sure maturity from the agency side suits any brand. Brands need advertising agencies that have departments full of Peter Pans ready to take charge to “defend the honor”... of the brand. Today, the only way to engage with the customers is by being brave. Its by having the courage to cre- ate something amazing, something alternative, something revolutionary that will take them on an adventure. We have to understand that we’re facing an arrogant audi- ence on the move that has an opinion about everything but know nothing for a fact and that lives asking the brand two questions: - So what? (Based on motivations) - What’s in it for me? (Based on benefits) Brand Building
ALL THE THINGS INSIDE MY BRAIN ART COPY & CODE PERSONALLY, I LOVE A BLANK SHEET OF PAPER
A.Vogel - SoreThroat Spray Press Ad, point of sales, social media Pharmaceutical
Pharmaceutical A.Vogel - SoreThroat Spray Press Ad, point of sales, social media A.Vogel - SoreThroat Spray Press Ad, point of sales, social media,
Pharmaceutical Vaccination Campaign Press Ad, point of sales, social media,TV
Pharmaceutical Vaccination Campaign Press Ad, point of sales, social media,TV Vaccination Campaign Press Ad, point of sales, social media,TV
Pharmaceutical Baby CareTeething Press Ad, point of sales, social media
Pharmaceutical Vaccination Campaign Press Ad, point of sales, social media Vaccination Campaign Press Ad, point of sales, social media
McDonald’s Corporate Introducing new guidelines Press Ad, store, social media, mobile App Introducing new guidelines Press Ad, store, social media, mobile App
McDonald’s Corporate Introducing new guidelines Mobile App Introducing new guidelines Press Ad, store, social media, mobile App
McDonald’s Corporate Celebrating Alloween Press Ad, point of sales, social media
McDonald’s Corporate Branding exercise Social media, Store free wi-fi Press Ad, point of sales, social media
Magnum The new FrozenYogurt Press Ad, point of sales, social media
Magnum The new FrozenYogurt App activation The new FrozenYogurt Website
Pedigree Pedigree - Brand Campaign Point of sales and Social media
Pedigree Pedigree - Brand Campaign App Activation Pedigree - Brand Campaign Point of sales and Social media
Durex Durex product campaign Point of sales and Social media Durex product campaign Point of sales and Social media
Durex Durex product campaign App Activation Durex product campaign Point of sales and Social media
adidas adidas - Product App - Online shoping adidas - Product App -Teaser/Reveal - Activation
adidas adidas - Brand campaign Print campaign, social media
Turismo de Portugal Country promotion global campaign Print campaign & Social media Country promotion global campaign Print campaign & Social media
Turismo de Portugal Country promotion global campaign Print campaign & Social media Country promotion global campaign Print campaign & Social media
Lisbon Oceanarium Lisbon Oceanarium Print campaign & Social media
Lisbon Oceanarium Lisbon Oceanarium Print campaign & Social media Lisbon Oceanarium Print campaign & Social media
Lego Puzzle Lego - Puzzle Print campaign & Social media Lego - Puzzle Print campaign & Social media
Lego Cinema Lego - Product campaign - Branding Print campaign & Social media Lego - Product campaign - Branding Print campaign & Social media
PEUGEOT Peugeot new model campaign Print campaign & Social media
PEUGEOT Peugeot new model campaign -Teaser Print campaign & Social media Peugeot new model campaign -Teaser Print campaign & Social media
Thames & Hudson Book Editor - Branding + Product approach Print campaign Book Editor - Branding + Product approach Print campaign
Thames & Hudson Book Editor - Branding + Product approach Print campaign Book Editor - Branding + Product approach Print campaign
TIFFANY & CO Product Campaign Print campaign
TIFFANY & CO Product Campaign Print campaign Product Campaign Print campaign
Faber-Castell Brand Campaign Print campaign & Social media
Faber-Castell Brand Campaign App Activation Brand Campaign Print campaign & Social media
SHAPING THE WORLD
ADVERTISING WITH PURPOSE CAN CHANGE THE WORLD AS WE KNOW IT
Red Cross Red Cross call for action Print campaign Red Cross call for action Print campaign
Red Cross Red Cross call for action Print campaign
Amnesty International Human Rights Campaign Print campaign, social media
Amnesty International Human Rights Campaign App activation Human Rights Campaign Print campaign, social media
Kuhluvuka Nelson Mandela AIDS project Print campaign, social media
Kuhluvuka Nelson Mandela AIDS project Print campaign, social media Nelson Mandela AIDS project LOGO design
UN Women Women rights Print campaign, social media
UN Women Women rights Print campaign, social media Women rights App activation
Human Rights Commission Women rights - KSA Your silence might prevent you from your rights. Print campaign, social media
Human Rights Commission Women rights - KSA Print campaign, social media Your silence might prevent you from your rights. Women rights - KSA Your silence might prevent you from your rights. Print campaign, social media
MY TELECOM EXPERIENCE
HOW DO BRANDS ARE BUILT TODAY? “IF YOU CAN BUILD A TELECOM BRAND, YOU CAN BUILD ANY BRAND”
Telecoms are built by inviting consumers to engage with the brand. But never to talk with the brand. How to Build a Brand First of all we must know how much effort should we put on branding. One of the most common mistakes telecoms do is to invest mainly on product communication,neglecting the Brand. It’s an understantement to say that brands are not created overnight.The fact is that most managers are not willing to invest on branding for the single reason they are not sure to succeed. But first things first. Lets understand the behaviour of cus- tomers to a brand when there’s choice or when there’s no choice. “As markets mature and more players enter, the emotional appeal of telecom brands become the key differentiator” MONOPOLY Brands in monolistic situation typically focus on slowly adding incremental functionality in order to make customers spend more money, therefore increasing revenue. Monopolies would regard neither price nor brand as priorities because customers have no other alternatives or benchmark in the market. DUOPOLY As the second player enters the market, price will increasingly become a competitive priority. Improved customer service and some degree of customized products and services will push the functionality axis slightly higher. Branding in this case is usually regarded as a mere visual differentiation between operators. MORE THEN TWO OPERATORS As the more operators enter the market, pricing will not be a sustainable lever to play in the long term. In order to differentiate, brands will need to look to their emotional appeal. Since there are caps in the functional axis and financial axis a brand emotional appeal is always limitless and only capped by the operator and its communication agency’s creativity MONOPOLY DUOPOLY MORE THEN TWO OPERATORS
Product communication and Brand comunication. What role do they play in a brand life? ATelecom can’t give priority to brand or product marketing. They must do both. Let’s have in mind that: - A Brand is a Promise. By saying this we can as- sume that when a Telecom invest on Branding it’s the same thing as saying that the Brand is working to aquire Love and admiration. - On the other end we must understand that a product is the way to deliver upon a brand prom- ise. We can say that when a brand invest in prod- uct communication it’s the same thing as saying the brand is working to aquire Respect. Fianal Note: BRAND A Brand is built of trust A Brand is built of relationships A Brand is a personality A Brand is bought by a customer A Brand is unique A Brand can become timeless PRODUCT A product is built in a factory A product is an object A product is sold by a merchant A product is easily copied A product is quickly outdated.
Telecom Branding Your brand isn’t what you say you are. It’s what you do. Are your actions. Any strong brand know that Brands never get old. What they get is irrelevant to their customers. We must consider Branding as a journey. Branding does not follow a clearly defined path,brands need to walk along con- sumers to find its own destination. In this day-and-age the exercise of branding goes so much more then just communicate the existence of the brand. Customers already know the brand and they know what the brand do.What customers need is a human brand.A brand that cares. NOTE: We have to divide the branding exercise in 2 parts. Image & Reason to Exist. Image: The brand must own something that differentiate them from all the other competitors. And it can be: - Color - Guidelines -Visual character - Consistent set of techniques Reason to Be: For the core business of any Telecom (the reason to exist) should be around these wise words: ”Our smile is our logo. Our personality is our Business card. How we leave others feeling after an experience with us is our Trademark.” - Jay Danzie Customers aren’t looking for utopian lives. Just better ones. People just want lives that are incrementally better,in mean- ingful terms.They don’t expect any single brand to deliver everything, but they look for specific Well-Being benefits from each brand. Have in mind that “Ordinary” never changed the world. It’s here that a telecom gain milage in relation to their com- petitors, but for that the brand must take clear actions. “If you are not a distinctive brand, you are a com- modity. Then price is everything and the low-cost producer is the only winner.” — Philip Kotler,Strategic Marketing for Educational Institutions Give more than you take. We already know that a Telecom need: -Visual identifier. - A Message/Positioning/Reason to Be Now it’s missing a Strategy. The strategy it’s basicly the ability to transform marketing objectives into movements that connect with people. The challenge here is that brands are talking to multi-task consumers that are fast moving. With the technology that is at our disposal every second of the day asking us to change and with a new breath of con- sumers that are fast learners acting quickly makes it harder to make them stop and pay attention. Cultural Movement is the fastest tool to accomplish cus- tomer loyalty. By putting the business to work to support causes the brand believe in, you can bring new depth and meaning to the brand identity, unlock the empathy of con- sumers. Let me introduce you to mcel. mcel is a South African/Mozambican Telecom Brand I had the privelidge to help build. THE SCIENCE BEHIND COMMUNICATING THE BRAND
Telecom Branding Send Love Activation- Interactive Billboard - Social Media Send Love Activation- Interactive Billboard - Social Media
Telecom Branding The mcel challenge - 15 pictures to fame. Press Ad, store posters, social media, mobile App. The mcel challenge - 15 pictures to fame. Press Ad, store posters, social media, mobile App.
Telecom Branding TV on your phone 360 degrees communication mcell support african writers -To read is to live further. Engagement event
Telecom Branding TV on your phone 360 degrees communication TV on your phone 360 degrees communication
Telecom Branding CSR - Internet for all schools 360 degrees communication
Telecom Product If the product is the way to deliver the brand promise then we must make sure we are aligned with it.This means that every time before we come out to the public we must ask ourselves if the artwork respects the personality and the reason to be of the brand. NOTE: We can’t forget that we are building Trust and Respect The communication must have in mind these points: - Has a clear promise - Have a clear message - Direct speech - It’s based in simplicity - It’s informative - Answers the question: “What’s in it for me?” THE SCIENCE BEHIND COMMUNICATING THE PRODUCT
Telecom Product SMS Unlimited Press Ad & social media
Telecom Product Introducing newphone Press Ad & social media Introducing new phone + Promotion Press Ad & social media
Telecom Product Introducing service Press Ad & social media Introducing new offer Press Ad & social media
MY AIRLINE EXPERIENCE
TO WORK WITH AIRLINES MEANS THINKING GLOBALLY
Airline Branding Saudi Around the World - Brand campaign Website activation Saudi Around the World - Brand campaign Print campaign & Social media
Airline Branding Saudi Around the World - Brand campaign App Activation Saudi Around the World - Brand campaign Website activation
Airline Product New Destination Campaign Press Ad & social media.This Artwork was placed in strategic places inTurkish cities
Airline Product New Destinations Campaign New Destinations Campaign Our New Destination in America Press Ad & social media Press Ad & social media Our New Destination in Spain
Airline Product New Destination Campaign Press Ad, social media, Harrods London department store
Airline Product New Destination Campaign App Activation New Destination Campaign Print
Airline Product
Airline Product Destination activation App Activation
Airline Product New Destination Campaign Press Ad & social media
New Destinations Campaign New Destinations Campaign Our New Destination in Far East Press Ad & social media Press Ad & social media Our New Destination in Kenya Airline Product
Airline Product New Destination Campaign Press Ad & social media
New Destinations Campaign New Destinations Campaign 4 weekly flights from Dammam to Beirut Press Ad & social media Press Ad & social media 2 weekly flights from Dammam to Amman Airline Product
Airline Product New Destination Campaign Press Ad & social media
Airline Product New Destinations Campaign Press Ad & social media New Destinations Campaign Press Ad & social media
Airline Product New Destination Campaign Press Ad & social media New Destinations Campaign Press Ad & social media
Airline Product New Destinations Campaign Press Ad & social media New Destinations Campaign Press Ad & social media
Airline - SkyTeam SkyTeam campaign Press Ad & social media SkyTeam campaign Press Ad & social media
Airline - SkyTeam SkyTeam campaign Press Ad & social media SkyTeam campaign Press Ad & social media
Airline - Special service First class seat Press Ad & social media SkyTeam campaign Press Ad & social media
Airline - Special service Special meal Press Ad & social media Business class seat Press Ad & social media
BANKING EXPERIENCE
A GAME OF LOGIC
American Express AE - Empower Woman - Brand campaign Print campaign & Social media
American Express AE - Empower Woman - Brand campaign Print campaign & Social media AE - Empower Woman - Brand campaign Print campaign & Social media
Santander Brand campaign Print campaign & Social media Brand campaign Print campaign & Social media
Santander Brand campaign Print campaign & Social media Brand campaign Website activation
Santander Brand campaign Print campaign & Social media Brand campaign Print campaign & Social media
Santander Brand campaign Print campaign & Social media Brand campaign Print campaign & Social media
FILMS FOR SOCIAL MEDIA & TVC
TVC / Social Media
MY BOOKS PERFECT ADVERTISING AGENCY JUST BRAND IT
JUST BRAND IT and change the world doing it. Brands have life cycles. They begin with excitement and promise,enter their growth phase,reach a plateau,and then slowly lose relevance as customers move on to the latest and greatest new thing.This is as natural as life itself. CASE STUDY Way back in the 1950s, the folks running Proctor & Gamble re- alized that no matter how perfectly their flagship laundry deter- gent,Tide, performed, housewives simply got bored with it and bought other brands. Some returned periodically to Tide; some were lost forever. It created a strategy, still used today, of making some minor “new and improved” tweak toTide every 60 to 120 days—adding a scent, taking out all scent, adding fabric softener, changing the bottle, changing the cap and so on. It also created a number of different versions of Tide, so a consumer can move about within the brand’s product line. Cult brands succeed by getting closer to their consumers. Now a day if you don’t find a way to be admired you are not a brand.You are only a product. In other words, it’s all about the deal! “Carpe Diem” meets “What’s in it for me?” The process is to build the brand by becoming an important tool to help people when they least ex- pect. Using the element of surprise. PERFECT ADVERTISING AGENCY The new breed of creative people. In the 1960’s, advertising went through a creative revolution that changed everything simply by partnering up art direc- tors and copywriters.The idea of a creative team made up of art and copy was born.Today,it’s happening again.We’re in the midst of a second creative revolution,driven by technol- ogy. Code is being added to the core creative process, ena- bling new forms of brand expression and engagement. How does the agency connect internally? Every time we see a downturn on employee satisfaction,we can expect a similar downturn in customer satisfaction in about six months. It’s well documented that engaged em- ployees are more likely to perform better at day- to-day job tasks and are less likely to leave. Truly engaged employees demonstrate deep pride and attachment to the organization where they are employed.They are more committed, more loyal, more willing to advocate for the company, more likely to exert independent initiative, and more willing to go the extra mile on behalf of the company. So! How do you con- nect internally? AdAgency Book
IT’S A TRUST ISSUE. Agency vs Client How does the agency connect with the client? 98% of Agencies & Clients agree that trust leads to great advertising.Yet we don’t have it. 56% of clients say their Agencies seem more interested in “selling” their ideas than solving the client’s problems. 77% of clients said they view their agencies as partners rath- er than vendors. Yet only 54% of agencies executives be- lieved their Clients view them this way. What are the biggest factors causing this? - FOR COMMUNICATION EXPERTS WE SUCK AT COM- MUNICATION. 88% of Clients claim to speak their mind freely, even when it’s uncomfortable. But among Agency leaders who fre- quently interact with Clients, the number who agree this is true falls to 36%. - RISK IS RISK AND CLIENTS ARE AFRAID TO TAKE RISKS 76% of agencies agree. - WHAT DO WE MEAN BY CREATIVITY? About 2/3 of agencies and clients agree that they don’t have a share definition of creativity - ART OF ADS VS ART OF BUSINESS 90% of agencies say they truly understand their client’s busi- ness vs only 65% of clients agree 84% agencies say they understand how to drive sales for their clients’ brands vs only 56% of clients agree 76% of agencies say they do good job of demonstration ROI vs only 40% of clients agree. FOUR POINT PLAN FOR INCREASING TRUST 1 - Focus as much as possible on interper- sonal communication as we do mass com- munication. 2 -Work with our clients to define and better understand the evolving role of creativity. 3 - Support our clients in recognizing the dis- tinction between “different” and “risky” 4 - Practice the art of business as much as the art of advertising. HOW AGENCIES BECOME DESIRED AGAIN? Not long ago agencies were seen around the world as the only source of creativity and marketing expertize. Clients wanted to work with specific agencies no mater what. In those days agencies were refusing to work with clients just because they had no capacity to take another one or simply because they were not interested. But everything changes. Clients started to understand the marketing and creative process and sudently they were not impressed anymore. Question is, can we build an agency that will become desired again? YES. Let’s build this agency?
JUST BRAND IT and change the world doing it. Brands have life cycles. They begin with excitement and promise,enter their growth phase,reach a plateau,and then slowly lose relevance as customers move on to the latest and greatest new thing.This is as natural as life itself. THE FUNNY PART IS THAT CONSUMERS AREN’T LOOKING FOR UTOPIAN LIVES. THEY JUST WANT BETTER ONES. People just want lives that are incrementally better,in mean- ingful terms.They don’t expect any single brand to deliver everything, but they look for specific well-being benefits from each brand.Unfortunately,there is a huge gap between people’s expectations and what brands actually deliver.As a result, there is dramatic growth of consumer cynicism and distrust towards brands -- especially in advanced econo- mies, and increasingly in developing countries. Smart brand managers and advertising agencies know that when they act on systematically improve our personal and collective well-being they are rewarded by stronger brand equity and attachment. Furthermore, the results show that we really care that these brands exist as we see that they are making a significant contribution to our global lives. The challenge. Brands have to communicate with multi-task consumers that are on the move. With the technology that is today at our disposal every sec- ond of the day forcing us to change and with a new breath of consumers that are fast learners makes it harder to make them stop and pay attention to our messages. Branding Book
The solution Brand must bring depth and meaning by unlocking the em- pathy of consumers. Smart managers are putting their Brand to work by sup- porting causes the brand believes and know that it will have an impact in society. The secret of brand building today is to become the tool to help random people when they least expect. The goal is to be seen by the target audience as a brand that cares and is in the lead of human val- ues. And to be seen as a brand that is changing the world for the better. This cultural movement is the fastest tool to accomplish customer admiration.And then we ask if this is just a cynical exercise of image manipulation. No,. Far from it.The more good you do, the more good you can do.As advocacy and cause marketing help build your business,they enable you to do even more for the causes you believe in. Talk about a virtuous circle. In terms of the product it self. Smart brand managers succeed by knowing that today it’s all about the deal! “Carpe Diem” meets “What’s in it for me?”. All product communications must address this points in terms of content and be systematically appealing and unpredictable in terms of Art, Copy & Code. Ordinary never changed the world. Today’s consumer expects more from your brand – not only the message it communicates – but how it is delivered. My advice to brands and advertising agencies must be: Be different, be brave, create something alternative, some- thing revolutionary that will make customers dream of a better life. - Use only the medium that answers better the brief. - Make sure it was never done before. - Make sure it’s interesting enough for the press to want to cover it. - Make it interesting for people to share mo- bile photos, blog and talk about it. - Ethical. - Engaging and never annoying. - And yes, relevant to the target audience.
THE ONLY MOBILE APP FOR ADVERTISING PROFESSIONALS WHAT ARE YOU DOING? NEWS KNOWLEDGE HEADHUNTER OUR WORLD PROFILE COMMUNITY IMBRANDINGIT
ImBrandingIt ImBrandingIt An App for Advertising Professionals The App ImBrandingIt was designed by awarded advertising professionals with the idea of bringing to your fingertips the know-how and tools to succeed in the advertising industry. This App can be found: Credits: Google - Art, Copy and Code Facebook Twitter AdWeek website AdAge website Ads of the World website Communication Arts magazine Shoutem Team Ownwership ImBrandingIt CEO - Luis Pimenta
menu headhunter upload your work upload your pictures uploads - our world news profile knowledge is power imbrandingit
LUIS PIMENTA luispimenta@hotmail.com

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Luis Pimenta Portfolio

  • 1.
    LUIS PIMENTA PORTFOLIO ALLTHE THINGS INSIDE MY BRAIN
  • 2.
    I have beenworking as Brand Builder and Consultant in multina- tional agencies around the world (Portugal,United Kingdom,France, South Africa, Dubai, Saudi Arabia, Jordan,Tunísia, Morocco, Lebanon. I was lucky to work with some of the most influential persons and institutions in the world like Mr. Nelson Mandela, His Majesty king of Jordan, His Majesty King of Morocco, Zidane, CNN, United Na- tions, Greenpeace, Red Cross and with prestigious brands as well. Main experience:Telecoms, Banks and Airlines. Up to date I have 2 published books: 1 “Perfect Advertising Agency” Talks about the agencies of today. A new generation of agencies that know how to be desired by brands as oppose to be an agency looking for brands on inhumane pitch fever. 2 “Just Brand It and change the world doing it”. Talks about the power of brands and branding and the respective capacity to improve people life. I am the owner and developer of the only App dedicated to adver- tisers.This App called “ImBrandingIt” intends to give all profession- als the tools they need to succeed in their career.
  • 3.
    January 2002 -December 2004 (3 years) Brand Builder / Communication Consultant intermarkets - Jordan XPress (telecom) Batelco Jordan (fix phone and internet provider) Motorola (mobile phone) Citroen (car) Cairo Amman Bank (bank) Lee Cooper (clothes) January 1999 - January 2001 (2 years 1 month) Brand Builder / Communication Consultant Ogilvy - KSA/Dubai Nokia (mobile phone) Volvo (car) BAYER - Levitra (pharmacy) Dollis (food) Arena (sport) Olympus (photographic material) January 1995 - January 1998 (3 years 1 month) Brand Builder / Communication Consultant JWT - South Africa Ponto24 (bank) Hotel Africa (hotel) Nandos (food) Nestle (food) Virgin (group) Land Rover (car) Red Cross (humanitarian organization) International Amnesty (humanitarian organization) IFAW (humanitarian organization) January 1992 - January 1994 (2 years 2 month) Brand Builder / Communication Consultant McCann Erickson - South Africa/Mozambique Nelson Mandela (kuhluvuka organization) MCell (telecom) LAM (Airline) January 1990 - January 1992 (2 years 1 month) Brand Builder / Communication Consultant Freelance Lisbon Portugal Vidisco (record company) Valentim de Carvalho (record company) MGM (record company) Vidisco (record company) Valentim de Carvalho (record company) MGM (record company) Porto Editora (book Editor) Camara Municipal deViana do Castelo February 2011 - Present (4 years 2 months) Brand Builder / Communication Consultant EuroRSCG – England / Dubai / KSA / Lebanon Saudia (Airline) KAIA (King Abdulaziz International Airport) Unilever Panda & Hyper Panda (Super and Hypermarket) KSA Human Rights Organization Prince Sultan Cultural City Toyota (car) Santander (bank) February 2010 to February 2011 (1 year 1 month) Brand Builder / Communication Consultant McCann Erickson - Dubai/Tunisia Orange Telecom Coca-Cola (corporate) Fanta Minute Maid Tunisair (airline) Mercedes-Benz Bank CITY Lufthansa (Airline) Amadeus January 2007 - January 2010 (3 years 1 month) Brand Builder / Communication Consultant Lowe - Morocco Wana telecom Maroc Telecom Bank Populaire (bank) Total Jet4You.com (airline) Peugeot Virgin Megastore Carrefour Danone January 2005 - December 2007 (3 years) Chief Creative Director karoui&Karoui - Paris / Tunisia / Algiers / Morocco Nessma TV (TV channel) Wana (telecom in Morocco) Nedjma / ooredoo (telecom in Algiers) Tunisiana (telecom in Tunisia) BCI (bank) Samsung (mobile phone) VW (car) My Life So Far
  • 4.
    Cold reality aboutconsummers In any given day during a brand meeting words likeAudience, Fans, Brand Advocates, Communities, Collaboration, Rela- tionships, Engagement, Loyalty, Commitment and Love are used freely with the idea that it’s achievable with the lunch of the next product or the next advertising campaign. The reality about brand building and brand en- gagement it’s filled with traps created by consum- ers on the move. Cold reality #1 Customers don’t know much about brands they buy on dayly basis. In fact customers don’t care about brands. Cold reality #2 Customers like to engage in conversations criticising brands. Most of the time it’s based on what someone said. Cold reality #3 The consummer of your brand is also the consummer of a similar product Cold reality #4 Just because a brand has people love, it doesn’t mean they have great revenue. It only means they have free advertising. Cold reality #5 Customers will only interact with you or talk about you if they are geting something for free or with a discount. Cold reality #6 People don’t have relationships with brands. The big move brands are now trying to do is to shift from talking to doing. A few year ago brands decided to start talking with consum- ers.They gave voice to this public and hell broke free. Su- dently they found out that customers have opinions. And they where willling to express them all over social media. Today most brands are slaves of that same public.They do everything they can to please and to not be agressed. Smart brands decided to change the strategy. They don’t want to talk anymore with consumers.They prefer to act, surprising positivly the customer, by doing something that’s interesting or funny or relevant or cool or different or en- gaging or unexpected, and then place the “action” on social media.The same place they used to anialate the brand.And its working. The brand building business has grown-up imensly over the last decades. I am not talking about maturity. I am not sure maturity from the agency side suits any brand. Brands need advertising agencies that have departments full of Peter Pans ready to take charge to “defend the honor”... of the brand. Today, the only way to engage with the customers is by being brave. Its by having the courage to cre- ate something amazing, something alternative, something revolutionary that will take them on an adventure. We have to understand that we’re facing an arrogant audi- ence on the move that has an opinion about everything but know nothing for a fact and that lives asking the brand two questions: - So what? (Based on motivations) - What’s in it for me? (Based on benefits) Brand Building
  • 5.
    ALL THE THINGS INSIDE MY BRAIN ART COPY &CODE PERSONALLY, I LOVE A BLANK SHEET OF PAPER
  • 6.
    A.Vogel - SoreThroatSpray Press Ad, point of sales, social media Pharmaceutical
  • 7.
    Pharmaceutical A.Vogel - SoreThroatSpray Press Ad, point of sales, social media A.Vogel - SoreThroat Spray Press Ad, point of sales, social media,
  • 8.
    Pharmaceutical Vaccination Campaign Press Ad,point of sales, social media,TV
  • 9.
    Pharmaceutical Vaccination Campaign Press Ad,point of sales, social media,TV Vaccination Campaign Press Ad, point of sales, social media,TV
  • 10.
    Pharmaceutical Baby CareTeething Press Ad,point of sales, social media
  • 11.
    Pharmaceutical Vaccination Campaign Press Ad,point of sales, social media Vaccination Campaign Press Ad, point of sales, social media
  • 12.
    McDonald’s Corporate Introducing newguidelines Press Ad, store, social media, mobile App Introducing new guidelines Press Ad, store, social media, mobile App
  • 13.
    McDonald’s Corporate Introducing newguidelines Mobile App Introducing new guidelines Press Ad, store, social media, mobile App
  • 14.
  • 15.
    McDonald’s Corporate Branding exercise Socialmedia, Store free wi-fi Press Ad, point of sales, social media
  • 16.
    Magnum The new FrozenYogurt PressAd, point of sales, social media
  • 17.
    Magnum The new FrozenYogurt Appactivation The new FrozenYogurt Website
  • 18.
    Pedigree Pedigree - BrandCampaign Point of sales and Social media
  • 19.
    Pedigree Pedigree - BrandCampaign App Activation Pedigree - Brand Campaign Point of sales and Social media
  • 20.
    Durex Durex product campaign Pointof sales and Social media Durex product campaign Point of sales and Social media
  • 21.
    Durex Durex product campaign AppActivation Durex product campaign Point of sales and Social media
  • 22.
    adidas adidas - Product App- Online shoping adidas - Product App -Teaser/Reveal - Activation
  • 23.
    adidas adidas - Brandcampaign Print campaign, social media
  • 24.
    Turismo de Portugal Countrypromotion global campaign Print campaign & Social media Country promotion global campaign Print campaign & Social media
  • 25.
    Turismo de Portugal Countrypromotion global campaign Print campaign & Social media Country promotion global campaign Print campaign & Social media
  • 26.
  • 27.
    Lisbon Oceanarium Lisbon Oceanarium Printcampaign & Social media Lisbon Oceanarium Print campaign & Social media
  • 28.
    Lego Puzzle Lego -Puzzle Print campaign & Social media Lego - Puzzle Print campaign & Social media
  • 29.
    Lego Cinema Lego -Product campaign - Branding Print campaign & Social media Lego - Product campaign - Branding Print campaign & Social media
  • 30.
    PEUGEOT Peugeot new modelcampaign Print campaign & Social media
  • 31.
    PEUGEOT Peugeot new modelcampaign -Teaser Print campaign & Social media Peugeot new model campaign -Teaser Print campaign & Social media
  • 32.
    Thames & Hudson BookEditor - Branding + Product approach Print campaign Book Editor - Branding + Product approach Print campaign
  • 33.
    Thames & Hudson BookEditor - Branding + Product approach Print campaign Book Editor - Branding + Product approach Print campaign
  • 34.
    TIFFANY & CO ProductCampaign Print campaign
  • 35.
    TIFFANY & CO ProductCampaign Print campaign Product Campaign Print campaign
  • 36.
  • 37.
    Faber-Castell Brand Campaign App Activation BrandCampaign Print campaign & Social media
  • 38.
  • 39.
  • 40.
    Red Cross Red Crosscall for action Print campaign Red Cross call for action Print campaign
  • 41.
    Red Cross Red Crosscall for action Print campaign
  • 42.
    Amnesty International Human RightsCampaign Print campaign, social media
  • 43.
    Amnesty International Human RightsCampaign App activation Human Rights Campaign Print campaign, social media
  • 44.
    Kuhluvuka Nelson Mandela AIDSproject Print campaign, social media
  • 45.
    Kuhluvuka Nelson Mandela AIDSproject Print campaign, social media Nelson Mandela AIDS project LOGO design
  • 46.
    UN Women Women rights Printcampaign, social media
  • 47.
    UN Women Women rights Printcampaign, social media Women rights App activation
  • 48.
    Human Rights Commission Womenrights - KSA Your silence might prevent you from your rights. Print campaign, social media
  • 49.
    Human Rights Commission Womenrights - KSA Print campaign, social media Your silence might prevent you from your rights. Women rights - KSA Your silence might prevent you from your rights. Print campaign, social media
  • 50.
  • 51.
    HOW DO BRANDS ARE BUILT TODAY? “IFYOU CAN BUILD A TELECOM BRAND, YOU CAN BUILD ANY BRAND”
  • 52.
    Telecoms are builtby inviting consumers to engage with the brand. But never to talk with the brand. How to Build a Brand First of all we must know how much effort should we put on branding. One of the most common mistakes telecoms do is to invest mainly on product communication,neglecting the Brand. It’s an understantement to say that brands are not created overnight.The fact is that most managers are not willing to invest on branding for the single reason they are not sure to succeed. But first things first. Lets understand the behaviour of cus- tomers to a brand when there’s choice or when there’s no choice. “As markets mature and more players enter, the emotional appeal of telecom brands become the key differentiator” MONOPOLY Brands in monolistic situation typically focus on slowly adding incremental functionality in order to make customers spend more money, therefore increasing revenue. Monopolies would regard neither price nor brand as priorities because customers have no other alternatives or benchmark in the market. DUOPOLY As the second player enters the market, price will increasingly become a competitive priority. Improved customer service and some degree of customized products and services will push the functionality axis slightly higher. Branding in this case is usually regarded as a mere visual differentiation between operators. MORE THEN TWO OPERATORS As the more operators enter the market, pricing will not be a sustainable lever to play in the long term. In order to differentiate, brands will need to look to their emotional appeal. Since there are caps in the functional axis and financial axis a brand emotional appeal is always limitless and only capped by the operator and its communication agency’s creativity MONOPOLY DUOPOLY MORE THEN TWO OPERATORS
  • 53.
    Product communication andBrand comunication. What role do they play in a brand life? ATelecom can’t give priority to brand or product marketing. They must do both. Let’s have in mind that: - A Brand is a Promise. By saying this we can as- sume that when a Telecom invest on Branding it’s the same thing as saying that the Brand is working to aquire Love and admiration. - On the other end we must understand that a product is the way to deliver upon a brand prom- ise. We can say that when a brand invest in prod- uct communication it’s the same thing as saying the brand is working to aquire Respect. Fianal Note: BRAND A Brand is built of trust A Brand is built of relationships A Brand is a personality A Brand is bought by a customer A Brand is unique A Brand can become timeless PRODUCT A product is built in a factory A product is an object A product is sold by a merchant A product is easily copied A product is quickly outdated.
  • 54.
    Telecom Branding Your brandisn’t what you say you are. It’s what you do. Are your actions. Any strong brand know that Brands never get old. What they get is irrelevant to their customers. We must consider Branding as a journey. Branding does not follow a clearly defined path,brands need to walk along con- sumers to find its own destination. In this day-and-age the exercise of branding goes so much more then just communicate the existence of the brand. Customers already know the brand and they know what the brand do.What customers need is a human brand.A brand that cares. NOTE: We have to divide the branding exercise in 2 parts. Image & Reason to Exist. Image: The brand must own something that differentiate them from all the other competitors. And it can be: - Color - Guidelines -Visual character - Consistent set of techniques Reason to Be: For the core business of any Telecom (the reason to exist) should be around these wise words: ”Our smile is our logo. Our personality is our Business card. How we leave others feeling after an experience with us is our Trademark.” - Jay Danzie Customers aren’t looking for utopian lives. Just better ones. People just want lives that are incrementally better,in mean- ingful terms.They don’t expect any single brand to deliver everything, but they look for specific Well-Being benefits from each brand. Have in mind that “Ordinary” never changed the world. It’s here that a telecom gain milage in relation to their com- petitors, but for that the brand must take clear actions. “If you are not a distinctive brand, you are a com- modity. Then price is everything and the low-cost producer is the only winner.” — Philip Kotler,Strategic Marketing for Educational Institutions Give more than you take. We already know that a Telecom need: -Visual identifier. - A Message/Positioning/Reason to Be Now it’s missing a Strategy. The strategy it’s basicly the ability to transform marketing objectives into movements that connect with people. The challenge here is that brands are talking to multi-task consumers that are fast moving. With the technology that is at our disposal every second of the day asking us to change and with a new breath of con- sumers that are fast learners acting quickly makes it harder to make them stop and pay attention. Cultural Movement is the fastest tool to accomplish cus- tomer loyalty. By putting the business to work to support causes the brand believe in, you can bring new depth and meaning to the brand identity, unlock the empathy of con- sumers. Let me introduce you to mcel. mcel is a South African/Mozambican Telecom Brand I had the privelidge to help build. THE SCIENCE BEHIND COMMUNICATING THE BRAND
  • 55.
    Telecom Branding Send Love Activation-Interactive Billboard - Social Media Send Love Activation- Interactive Billboard - Social Media
  • 56.
    Telecom Branding The mcelchallenge - 15 pictures to fame. Press Ad, store posters, social media, mobile App. The mcel challenge - 15 pictures to fame. Press Ad, store posters, social media, mobile App.
  • 57.
    Telecom Branding TV onyour phone 360 degrees communication mcell support african writers -To read is to live further. Engagement event
  • 58.
    Telecom Branding TV onyour phone 360 degrees communication TV on your phone 360 degrees communication
  • 59.
    Telecom Branding CSR -Internet for all schools 360 degrees communication
  • 60.
    Telecom Product If theproduct is the way to deliver the brand promise then we must make sure we are aligned with it.This means that every time before we come out to the public we must ask ourselves if the artwork respects the personality and the reason to be of the brand. NOTE: We can’t forget that we are building Trust and Respect The communication must have in mind these points: - Has a clear promise - Have a clear message - Direct speech - It’s based in simplicity - It’s informative - Answers the question: “What’s in it for me?” THE SCIENCE BEHIND COMMUNICATING THE PRODUCT
  • 61.
  • 62.
    Telecom Product Introducing newphone PressAd & social media Introducing new phone + Promotion Press Ad & social media
  • 63.
    Telecom Product Introducing service PressAd & social media Introducing new offer Press Ad & social media
  • 64.
  • 65.
    TO WORK WITH AIRLINES MEANSTHINKING GLOBALLY
  • 66.
    Airline Branding Saudi Aroundthe World - Brand campaign Website activation Saudi Around the World - Brand campaign Print campaign & Social media
  • 67.
    Airline Branding Saudi Aroundthe World - Brand campaign App Activation Saudi Around the World - Brand campaign Website activation
  • 68.
    Airline Product New DestinationCampaign Press Ad & social media.This Artwork was placed in strategic places inTurkish cities
  • 69.
    Airline Product New DestinationsCampaign New Destinations Campaign Our New Destination in America Press Ad & social media Press Ad & social media Our New Destination in Spain
  • 70.
    Airline Product New DestinationCampaign Press Ad, social media, Harrods London department store
  • 71.
    Airline Product New DestinationCampaign App Activation New Destination Campaign Print
  • 72.
  • 73.
  • 74.
    Airline Product New DestinationCampaign Press Ad & social media
  • 75.
    New Destinations Campaign NewDestinations Campaign Our New Destination in Far East Press Ad & social media Press Ad & social media Our New Destination in Kenya Airline Product
  • 76.
    Airline Product New DestinationCampaign Press Ad & social media
  • 77.
    New Destinations Campaign NewDestinations Campaign 4 weekly flights from Dammam to Beirut Press Ad & social media Press Ad & social media 2 weekly flights from Dammam to Amman Airline Product
  • 78.
    Airline Product New DestinationCampaign Press Ad & social media
  • 79.
    Airline Product New DestinationsCampaign Press Ad & social media New Destinations Campaign Press Ad & social media
  • 80.
    Airline Product New DestinationCampaign Press Ad & social media New Destinations Campaign Press Ad & social media
  • 81.
    Airline Product New DestinationsCampaign Press Ad & social media New Destinations Campaign Press Ad & social media
  • 82.
    Airline - SkyTeam SkyTeamcampaign Press Ad & social media SkyTeam campaign Press Ad & social media
  • 83.
    Airline - SkyTeam SkyTeamcampaign Press Ad & social media SkyTeam campaign Press Ad & social media
  • 84.
    Airline - Specialservice First class seat Press Ad & social media SkyTeam campaign Press Ad & social media
  • 85.
    Airline - Specialservice Special meal Press Ad & social media Business class seat Press Ad & social media
  • 86.
  • 87.
  • 88.
    American Express AE -Empower Woman - Brand campaign Print campaign & Social media
  • 89.
    American Express AE -Empower Woman - Brand campaign Print campaign & Social media AE - Empower Woman - Brand campaign Print campaign & Social media
  • 90.
    Santander Brand campaign Print campaign& Social media Brand campaign Print campaign & Social media
  • 91.
    Santander Brand campaign Print campaign& Social media Brand campaign Website activation
  • 92.
    Santander Brand campaign Print campaign& Social media Brand campaign Print campaign & Social media
  • 93.
    Santander Brand campaign Print campaign& Social media Brand campaign Print campaign & Social media
  • 94.
  • 95.
  • 97.
    MY BOOKS PERFECT ADVERTISINGAGENCY JUST BRAND IT
  • 98.
    JUST BRAND IT andchange the world doing it. Brands have life cycles. They begin with excitement and promise,enter their growth phase,reach a plateau,and then slowly lose relevance as customers move on to the latest and greatest new thing.This is as natural as life itself. CASE STUDY Way back in the 1950s, the folks running Proctor & Gamble re- alized that no matter how perfectly their flagship laundry deter- gent,Tide, performed, housewives simply got bored with it and bought other brands. Some returned periodically to Tide; some were lost forever. It created a strategy, still used today, of making some minor “new and improved” tweak toTide every 60 to 120 days—adding a scent, taking out all scent, adding fabric softener, changing the bottle, changing the cap and so on. It also created a number of different versions of Tide, so a consumer can move about within the brand’s product line. Cult brands succeed by getting closer to their consumers. Now a day if you don’t find a way to be admired you are not a brand.You are only a product. In other words, it’s all about the deal! “Carpe Diem” meets “What’s in it for me?” The process is to build the brand by becoming an important tool to help people when they least ex- pect. Using the element of surprise. PERFECT ADVERTISING AGENCY The new breed of creative people. In the 1960’s, advertising went through a creative revolution that changed everything simply by partnering up art direc- tors and copywriters.The idea of a creative team made up of art and copy was born.Today,it’s happening again.We’re in the midst of a second creative revolution,driven by technol- ogy. Code is being added to the core creative process, ena- bling new forms of brand expression and engagement. How does the agency connect internally? Every time we see a downturn on employee satisfaction,we can expect a similar downturn in customer satisfaction in about six months. It’s well documented that engaged em- ployees are more likely to perform better at day- to-day job tasks and are less likely to leave. Truly engaged employees demonstrate deep pride and attachment to the organization where they are employed.They are more committed, more loyal, more willing to advocate for the company, more likely to exert independent initiative, and more willing to go the extra mile on behalf of the company. So! How do you con- nect internally? AdAgency Book
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    IT’S A TRUSTISSUE. Agency vs Client How does the agency connect with the client? 98% of Agencies & Clients agree that trust leads to great advertising.Yet we don’t have it. 56% of clients say their Agencies seem more interested in “selling” their ideas than solving the client’s problems. 77% of clients said they view their agencies as partners rath- er than vendors. Yet only 54% of agencies executives be- lieved their Clients view them this way. What are the biggest factors causing this? - FOR COMMUNICATION EXPERTS WE SUCK AT COM- MUNICATION. 88% of Clients claim to speak their mind freely, even when it’s uncomfortable. But among Agency leaders who fre- quently interact with Clients, the number who agree this is true falls to 36%. - RISK IS RISK AND CLIENTS ARE AFRAID TO TAKE RISKS 76% of agencies agree. - WHAT DO WE MEAN BY CREATIVITY? About 2/3 of agencies and clients agree that they don’t have a share definition of creativity - ART OF ADS VS ART OF BUSINESS 90% of agencies say they truly understand their client’s busi- ness vs only 65% of clients agree 84% agencies say they understand how to drive sales for their clients’ brands vs only 56% of clients agree 76% of agencies say they do good job of demonstration ROI vs only 40% of clients agree. FOUR POINT PLAN FOR INCREASING TRUST 1 - Focus as much as possible on interper- sonal communication as we do mass com- munication. 2 -Work with our clients to define and better understand the evolving role of creativity. 3 - Support our clients in recognizing the dis- tinction between “different” and “risky” 4 - Practice the art of business as much as the art of advertising. HOW AGENCIES BECOME DESIRED AGAIN? Not long ago agencies were seen around the world as the only source of creativity and marketing expertize. Clients wanted to work with specific agencies no mater what. In those days agencies were refusing to work with clients just because they had no capacity to take another one or simply because they were not interested. But everything changes. Clients started to understand the marketing and creative process and sudently they were not impressed anymore. Question is, can we build an agency that will become desired again? YES. Let’s build this agency?
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    JUST BRAND IT andchange the world doing it. Brands have life cycles. They begin with excitement and promise,enter their growth phase,reach a plateau,and then slowly lose relevance as customers move on to the latest and greatest new thing.This is as natural as life itself. THE FUNNY PART IS THAT CONSUMERS AREN’T LOOKING FOR UTOPIAN LIVES. THEY JUST WANT BETTER ONES. People just want lives that are incrementally better,in mean- ingful terms.They don’t expect any single brand to deliver everything, but they look for specific well-being benefits from each brand.Unfortunately,there is a huge gap between people’s expectations and what brands actually deliver.As a result, there is dramatic growth of consumer cynicism and distrust towards brands -- especially in advanced econo- mies, and increasingly in developing countries. Smart brand managers and advertising agencies know that when they act on systematically improve our personal and collective well-being they are rewarded by stronger brand equity and attachment. Furthermore, the results show that we really care that these brands exist as we see that they are making a significant contribution to our global lives. The challenge. Brands have to communicate with multi-task consumers that are on the move. With the technology that is today at our disposal every sec- ond of the day forcing us to change and with a new breath of consumers that are fast learners makes it harder to make them stop and pay attention to our messages. Branding Book
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    The solution Brand mustbring depth and meaning by unlocking the em- pathy of consumers. Smart managers are putting their Brand to work by sup- porting causes the brand believes and know that it will have an impact in society. The secret of brand building today is to become the tool to help random people when they least expect. The goal is to be seen by the target audience as a brand that cares and is in the lead of human val- ues. And to be seen as a brand that is changing the world for the better. This cultural movement is the fastest tool to accomplish customer admiration.And then we ask if this is just a cynical exercise of image manipulation. No,. Far from it.The more good you do, the more good you can do.As advocacy and cause marketing help build your business,they enable you to do even more for the causes you believe in. Talk about a virtuous circle. In terms of the product it self. Smart brand managers succeed by knowing that today it’s all about the deal! “Carpe Diem” meets “What’s in it for me?”. All product communications must address this points in terms of content and be systematically appealing and unpredictable in terms of Art, Copy & Code. Ordinary never changed the world. Today’s consumer expects more from your brand – not only the message it communicates – but how it is delivered. My advice to brands and advertising agencies must be: Be different, be brave, create something alternative, some- thing revolutionary that will make customers dream of a better life. - Use only the medium that answers better the brief. - Make sure it was never done before. - Make sure it’s interesting enough for the press to want to cover it. - Make it interesting for people to share mo- bile photos, blog and talk about it. - Ethical. - Engaging and never annoying. - And yes, relevant to the target audience.
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    THE ONLY MOBILE APP FORADVERTISING PROFESSIONALS WHAT ARE YOU DOING? NEWS KNOWLEDGE HEADHUNTER OUR WORLD PROFILE COMMUNITY IMBRANDINGIT
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    ImBrandingIt ImBrandingIt An App forAdvertising Professionals The App ImBrandingIt was designed by awarded advertising professionals with the idea of bringing to your fingertips the know-how and tools to succeed in the advertising industry. This App can be found: Credits: Google - Art, Copy and Code Facebook Twitter AdWeek website AdAge website Ads of the World website Communication Arts magazine Shoutem Team Ownwership ImBrandingIt CEO - Luis Pimenta
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