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We brand managers have seen brands driving incredible results to our businesses. We've seen brands creating lasting bonds with our consumers. But we've also seen brands relegated to what doesn't sell, what doesn't connect, what's superficial, something to do later. But we brand managers also know when the business world is ready to change.
We are trained to understand the culture, context and market. And we know when the wind changes direction. Now, the time has come for us to take our place and put branding in a strategic position in companies.
We already lived the era of user-centric companies. It indeed brought results. We observed a reduction of friction during product use with more simless experience. customer service level up and an overall better user experience.
Now, we are evolving to a new moment where we prioritize less the first sale, and more the recurrence of usage. The era where a strong brand aims to have and retain the best talents, where consumers are willing to
continue engaing, buying and recommend the products and services they like. And a company that wants even more a client thar understands what they offer and represent.
Now, we are evolving towards a new moment, which values less the first sale and more the recurrence of use.
A moment when a strong brand seeks to hire and retain the best talent in the company; seeks consumers willing to keep consuming, interacting and recommending its products and services; seeks future customers who are more willing to make a purchase decision because they know what that company stands for.
A moment where the media market is everyday more expensive in the dispute of people's attention. And, what do we all aim to find in this whirlwind of offers, information and screens? Relevance. We are, indeed
entering a new era of brand centric companies.
Beign brand centric does not mean only caring for
appearance. On the contrary, it means beign centered in significance. And this significance lives in the intersection between consumers and the companies' truth. In between knowing what I am and what we
want to present.
E ser centrado em marca não é olhar apenas para a aparência. Pelo contrário. É ser centrado em significado. E o significado vive na interseção entre consumidores e a verdade da empresa. Entre saber o que se é e o que se quer representar.
They are great drivers of our culture, great forces of our economy. The era of the product for the product's sake is gone.
And the era of the meaningful product is already upon us. Not in campaigns. Not in media. Not only on screens and empty offers, but in attitudes that represent an essence. And essence is not lost with time.
It is up to us, brand managers, to place branding in a strategic place and make the world more brand centric. It's up to us to make that change happen.
Guta Tolmasquim, CEO do Purple Metrics
Eduardo Tolmasquim, CTO do Purple Metrics
Tuna Maia, Founding Team do Purple Metrics
Damaris Valenzuela, Branding & Design Team leader na Sensedia
Fabio Muniz, CEO da Awari
Pedro C Sirotsky, Founder do B1
Gabriel Daré, Diretor da Sindustrial (futura Gali)
Fabrício Nunes, Head Marketing da Goomer
Lucas Prado, Co-founder da Pier
Kadu Nakashima, Coord. de marketing do Nubank
Lucas Mendes de Paiva, Coord. de Conteúdo no Itaú
Renata Neves B. Trevisan, Head of Marketing na Norsul
Mariana Poczapski, Brand Manager na Sled
Bruno Maletta, Sócio da Cliché
Sergio Gorodski Mondrzejewski, PM da Exame
Lucas Gomes, CEO da OndaSkim
Marcelle Lucena, Designer na Brand Gym
Isabela Tamiris, Coord. de Criação na Magnetis Investimentos
Gabriela Portugal Bendzius, Head de MKT & Growth na ClubSaúde
Leonardo Camacho, Chief Revenue Officer na Movidesk
Allisson Souza, Brand & Creative Manager na Jusbrasil
Filipe Francisco de Sales Oliveira, Brand Designer Senior na Cortex
Alexandre Adoglio, Fundador e CMO na Sonica
Eduardo Braga, Head de branding, comunicação e marketing da Metropax
Stevan Justo, Fundador da S/JUSTO
Bruno Israel, Head of Marketing, BizCapital
Thiago de Oliveira Sganzerla, Branding Analyst na Pontomais
Lucas Yokota, Head of Marketing na Quanto
Lia Pereira Dullius, Líder de Branding na Aegro
Lucian Daronco, Head of branding na Delivery Much Brasil
Caio Olliveira, Gerente de RP e Branding na Sky Comunicação
Felipe Piragibe, Head de Branding na 4blue
Bruno Baldibia, Especialista em Branding, Marketing e Design na Monte Bravo Investimentos
Carolina Villar, Coordenadora de Branding na Estante Virtual
Paulinho Braga, CEO na Daxx Mídia
Barbara Muzzi, Coordenadora de marketing na Catraca Livre
Rick Bouillet, sócio fundador na inventum
Taciana Cruz, Socia Administradora na Labrys
Patrícia Pierra Benke Leier, Coordenadora de marketing na Bugbee
Renata Caballero, CEO na Caballero Branding
Rafael Pinheiro Costa, CEO & co-founder na Kderno
Luiza Marinho, Gerente de Comunicação Corporativa e Gestão de Pessoas no Hospital São Carlos Saúde Oncológica
Evandro Quintella, Brand Planning Director na Jellyfish
Rodrigo Lopes, Analista de Projetos e Design Thinking na Hepta / RNP
Gabô Oliva, Coordenadora de Marketing no Grupo Soma
Márcio Silva, Coordenador de Marketing no Grupo El Ciruelo
Fabiano Roger Da Silva Rabelo, Gestor de Comunidades na Distrito
Fernanda Viterbo, Coordenadora de Marketing na Rede Verbita de Educação
Roberto Braga, Founder na bxblue
Deborah Porto, head de Branding e Comunicação na Meu Metro Quadrado
Graziela Guadagnin, líder de Branding e Comunicação na Cedro Technologies
Rafaela Damazio, executiva de soluções de negócios na Globo
Taiam Ebert, brand manager na Bornlogic
Robs Salgado, head de Branding e Comunicação na vhsys
Albanir Américo, brand manager na meutudo
Saullo Leitão, growth na Fortes Tecnologia
Marcos Gonçalves, Galena Educação
Assine o manifesto
Purple Metrics é o software de ciência de dados para branding, feito para times de marketing entenderem o impacto das ações de marca nos resultados de negócio.
Using proprietary statistical modeling, Purple Metrics analyzes your brand's data history to attribute results to each marketing effort, such as the impact of brand campaigns on conversion numbers.
The tool also features brand analytics visualization, forecasting, and budget optimization, contributing to more informed decisions.
