Propósito a criar relações em convergência No atual mercado, ter apenas um bom produto ou serviço não é suficiente. Os consumidores são atraídos por marcas que representam algo maior. A comunicação da oferta torna-se crucial, não se tratando de...
Opportunity Marketing It is no news that the interaction between brands and consumers has undergone significant changes over the past few years. The big reason for these changes has been the use of new technologies and the...
The need to assert a position Brands today are faced with a complex dilemma: to assert a strong position on sensitive issues at the risk of losing part of their audience or, alternatively, to avoid taking concrete positions, not to take a stand on the issue...
Age of Fake News Information is seen today as an absolute value. We seek to know who and what surrounds us and to make our own experiences and opinions known, in a permanent sharing that influences the reality of the media, the interaction between...
How to Inform in the Age of Disinformation? We live in an age where the danger of misinformation has become unavoidable. Television and, at a later stage, social networks, have completely changed the way we communicate today and have given rise to the reality that today so many...
Knowing what (not) to say, when to say it and how to say it At any moment of media exposure - be it an interview, an opinion piece or a press release - it is extremely important to know what messages you want to get across and the way you want to say it...
A Deep Understanding of the Reality of What We Communicate The current media landscape is characterized by a speed that has never been seen before. The media's news cycles are increasingly shorter, but at the same time much more intense and destructive than in the past...
Mark the difference without losing identity The identity of a brand, regardless of the area it belongs to, is one of its main assets. There may be several ways to characterize and evaluate it, but it is consensual to say that a brand's identity should be...
Valuing the particular and authenticity The current communication landscape poses huge challenges to public relations professionals. What is the right strategy in order to assert and enhance the media presence of our brand? The valorization of...
The role of marketing has been changing rapidly in recent years as the public's consumption habits have changed dramatically. Even companies with a track record recognize the importance of marketing when it comes to gaining credibility...
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