Patricia Madeira is a brand strategist who has worked on several projects. The document outlines five of these projects, providing details on the client, their needs, the insights discovered, and the resulting brand strategies developed. For a telecommunications merger, the strategy was to simplify customers' lives through an experience that engages all the senses. For a construction group, the strategy was to position the company as a challenger that "makes things happen." For an energy company, repositioning it as a future energy expert. For a university, the strategy was to position it as a "talent incubator." And for a wellness consulting firm, the strategy was to position it as tailored specialists for corporate clients.

1. PATRICIA MADEIRA . BRAND STRATEGIST1
PATRÍCIA MADEIRA
BRAND STRATEGY
PORTFOLIO

2. PATRICIA MADEIRA . BRAND STRATEGIST
"Come clean and admit to your frailties and
stupidity."
—Keith Ferrazzi, "Never Eat Alone"
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Exactly how I start a project.
Clean. Tabula rasa.
I know that I know nothing kind of mood.
Objective?
To know as much as impossible about the client,
the sector, the project...
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4. PATRICIA MADEIRA . BRAND STRATEGIST
Go! Gather all information - Listen (client, market,
stakeholders), Read (business strategy, briefing, press,
studies, reports), Talk (debrief, client, team, stakeholders),
Interact (workshops, education, brainstormings).
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Solve the problem - What’s the problem? What do we want
to achieve? How can we get there? Processing...
Getting to the point.
Big idea . Brand strategy. Brand Platform. Brand roll-out.
research
design
thinking
solution

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Project # 1 :
Merger Zon Optimus - Telco
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. Zon & Optimus are the second operator in the Portuguese market
. The merger was to create an integrated offer (4Play actually 5Play) and
challenge the market
. Havas Design + has been the Optimus brand partner for years, they’re
invited to develop a Plan B for the brand reinvention (that’s where I enter)
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Story

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. Contemporary world is complex
. Brands should simplify our lives
. Whatever you do, wherever you are: Simply enjoy.
. A central idea that encompasses the 5 senses, a brand that you can touch,
smell, listen, see and taste in its all touch points
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Bigidea

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Experience

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Project # 2 :
Prebuild Group - Construction & Industry
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10. PATRICIA MADEIRA . BRAND STRATEGIST
. Portuguese/Angolan Prebuild Group, due to recent and rapid growth,
primarily through company acquisitions in the industry and construction
sectors and in full phase of international expansion - Brazil, France &
Colombia - needed an analysis of the holding brand and its portfolio
. ONE GROUP; 10 years of activity; 34 brands/19 brands in Portugal; operates
in several countries / markets; ¤ 500 million vol. annual business; 5700
employees
. It was necessary to create a logic on its brand architecture in order to
provide consistency to the group “business philosophy” and its various
acquisitions
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Story

11. PATRICIA MADEIRA . BRAND STRATEGIST
.“We make it happen”: a big brand idea for a challenger attitude/positioning
. Development of analysis & strategy for, 1st, the brand holding company,
Prebuild Group, and 2nd, for 13 brands under 2 architectural models:
1) a descriptive sub-brand to companies who shared the name Prebuild, eg:
Prebuild Aluminium, Prebuild Sports, Prebuild Engineering
2) credibility endorsement for the acquired brands as Levira, Viúva Lamego,
Ceramic, Keratec, Goldcer, Porama and Izibuild
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Bigidea

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Experience

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Project # 3 :
REN - Energy sector
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.Different times require different thinking
. REN is to the Portuguese market what National Grid is to UK, Gasunie to
Netherlands, Energinet to Denmark and Fluxys to Belgium
. The change in the "power transmission" global business and
the 2010-2016 REN’s business plan required a reflection on the brand
. Necessary to analyse the current brand and point out possible future
directions, monitoring the industry developments and respond to it
in a consistent and differentiating way, whilst contemplating its extensive
new range of performance: specialization in planning/management of energy
transportation and the corporate’s business plan - privatisation,
internationalisation
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Story

15. PATRICIA MADEIRA . BRAND STRATEGIST
. Analysis process that included in-depth interviews, online research and
brand workshops with the internal audience.
. After 2 months of brand auditory/analysis the insight that defined the new
brand strategy was discovered: More than hardware (infrastructure), REN is
software (knowledge).
. From there the brand’s new central idea was reached: REN is a future
energy expert.
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Bigidea

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Experience

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Project # 4:
FCT University - Education
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18. PATRICIA MADEIRA . BRAND STRATEGIST
. At a time of great changes in the education market, the Faculty of Science
and Technology (FCT), Universidade Nova de Lisboa/New University of
Lisbon needed to re-evaluate it’s market position, to drive change in their
area of expertise and, most of all, gain new students.
. The context of “acquiring knowledge” shifted to “the application of
knowledge” and, above all, to one that demanded more certainty in terms of
future employment potential/job opportunities.
. They wanted to encourage their students that entered the job market to
finish their degree courses.
. FCT/UNL is ranked 45th in the QS Top 50 - Under 50 years Worldwide
Universities(2014).
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Story

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. In the analysis process, we found that the FCT had unique characteristics
such as an “emotional approach to science”, where students and teachers are
really passionate about science and technology, managing to “contaminate”
others with it. Also, the students employability rate was one the highest.
. FTC was, then, like an engine, a catalyst, a network that promoted personal
and professional relationships, as an experience that would mark one’s life
and structure.
. From there we got to the big central idea "talents incubator" as a principle
of the expansion of one’s personal and professional universe.
.The brand expression and personality followed a modular and expandable
construction, exactly like the knowledge.
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Bigidea

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Experience
WHAT DO YOU
WANT TO BE?

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Experience

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Experience

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Project # 5:
TopSpas - Wellbeing & Hospitality
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24. PATRICIA MADEIRA . BRAND STRATEGIST
.TopSpas is a Spa Consultancy Company that creates Spa projects from
conception to design to its management
. They provide tailored solutions to entrepreneurs/investors that desire to
have their own spa label or labels but don’t know how to do it
. They are expertise and knowledge providers
. They asked my brand consultancy services for a “simple restyling”...
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Story

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. But what they really needed was a rebranding, a repositioning
. They were positioned as “lifetime experience providers” aiming to the final
user. They needed to aim their proposal to their clients, the investors, instead,
not their clients’ clients
. We created a class and exclusive territory for the brand: the brand that
creates tailored spas to corporate customers who want to provide their end
customers unique and unforgettable experiences
. From there we got to the big central idea: Tailored Spacialists
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Bigidea

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Experience

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Experience

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What if I were a brand?
I would...
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Values
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Deep
Positioning
Relational
Curious
In the know
People’s person
meAnalytical & Creative
Sense of humour
Passion for knowledge
Driven
Dedicated

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Personality
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Motivated
Empathic
Reliable
Inspiring
Creative
CuriousFacilitator
me

31. THANK YOU!