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DM5502 Branding Strategy Studies Group 19

Tátil Lorena Current Future ConclusionDigital

DM5502 Branding Strategy Studies Group 19

“We  believe  in  design  as  a  inn

ovative  and  sustainable  elemen

t,  

capable   of  reinventing  the  fut

ure,  [...]  offering  [companies

]  

a  memorable  place  in  the  heart

s  of  consumers.”  Tátil  Website

“The  goal   of  Tátil  is  to   develop   a   broader  view   of   profit,   going   beyond   a   financial  view   that   will   ensure   long   lasting  sustainability”  Tátil  website

“Tátil  believes  in  natu

re  as  a  source  of  

inspiration  for  people  

companies  and  brands”  

Tátil  website

Values

Approach

Role of design

LorenaTátil Current Future Digital Conclusion

2

Lorena CastellanBrand 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.

“

“

“Alignment  between  what  you  speak  and  what  you  do,

what  it  seems  to  be  and  what  it  really  is.”

11 years of experience in branding, brand strategy and planning.

* Interview made by email in portuguese and translated to english by Carolina Montenegro

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CurrentTátil Lorena Future Digital Conclusion

Bra

zilia

n B

rand

ing

I  think  the  Brazil,  in  the  last  10  years,  progressed  a  lot  in  the  vision   about   design,   creation   and   brand   management   at  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.

“ “

Advertising Transform to

branding

TV Channel

FutureTátil Lorena Current 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

DigitalTátil Lorena Current Future Conclusion

the   digital   environment   [...]   is  capable   to   increase   or   reduce   for  ever   the   brand   value   and   the  enterprise   reputation   with   a   simple  tweet.

Will digital branding become more important than 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.  

“

““

“

ConclusionTátil Lorena Current Future Digital

References

       We  agree  with  Lorena  Castellans’  views  on  branding                                and   the   future   directions.   Branding   makes   a  connection  between  people  and  business.

A  brand  is  n

ot  about  wha

t  you  say  it

 is,  its  

what  they  sa

y  it  is.  -­‐The

 Brand  Gap

8

Thank you!

Group 19

Siying Mo 1128721Dian Mu 1127002

Kyong Pin Mun 1105108HwaSuk Na 1123950

Tanvi Nafdey 1124088Carolina Montenegro 1125287