1. DM5502 Branding Strategy Studies
Group 19
1

2. DM5502 Branding Strategy Studies
Group 19
Tátil Lorena Current Future Digital Conclusion
Values
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

3. 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

4. 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

5. 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

6. 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 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.

7. 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.

8. Group 19
Siying Mo 1128721
Dian Mu 1127002
Kyong Pin Mun 1105108
HwaSuk Na 1123950
Tanvi Nafdey 1124088
Carolina Montenegro 1125287
Thank you! 8