{"id":268,"date":"2016-05-11T10:33:06","date_gmt":"2016-05-11T13:33:06","guid":{"rendered":"http:\/\/legacy.anacouto.com.br\/?p=268"},"modified":"2024-07-12T09:19:36","modified_gmt":"2024-07-12T12:19:36","slug":"tip-transparencia-inspiracao-e-proposito","status":"publish","type":"post","link":"https:\/\/anacouto.com.br\/en\/artigos\/2016\/05\/11\/tip-transparencia-inspiracao-e-proposito\/","title":{"rendered":"TIP \u2013 TRANSPARENCY, INSPIRATION AND PURPOSE"},"content":{"rendered":"<p><iframe src=\"http:\/\/www.youtube.com\/embed\/nKiQ-0bfTek\" width=\"890\" height=\"501\" frameborder=\"0\" allowfullscreen=\"allowfullscreen\"><\/iframe><\/p>\n<p>Amidst movements towards conscious consumption and the collaborative economy, when being returns to the center, at the expense of having, what is the role of brands in people&#039;s lives? What makes a brand the one chosen at a time when consumerism is being rethought? Will companies that ignore changing expectations continue to grow? In a study on the third wave of branding, promoted by Ana Couto Branding in partnership with the Officina Sophia research institute, part of the HSR Specialist Researchers Group, these and other questions are answered.<\/p>\n<p>\u201cToday, no brand can be just another one on the shelf. Consumers have taken control of the game and want transparent relationships with the brands they consume. The consumer relationship itself is being replaced by a relationship of exchange and shared purpose,\u201d explains Ana Couto, CEO of Ana Couto Branding.<\/p>\n<p>In this new form of relationship between brands and people, brands no longer exist merely as simple purchasing options, but also as a new way of thinking about business, with much greater awareness of their impact on the world and society as a whole. The study&#039;s results reveal consumer perceptions across 31 market categories and show how this translates into consumer relations.<\/p>\n<p>The full study, titled \u201cTIP \u2013 Transparency, Inspiration, and Purpose,\u201d will be presented by Ana Couto, a pioneer in branding in Brazil, and Paulo Secches, one of Brazil&#039;s leading market research experts and CEO of Officina Sophia, during the 2016 Path Festival. In their presentation, they will discuss the role of brands in contemporary society and why brands with clear purposes are increasingly gaining market share. Ultimately, how do consumers influence this movement?<\/p>\n<p>To read the full study, <a href=\"http:\/\/anacouto.com.br\/wp-content\/uploads\/2018\/02\/TIP_White-Paper.pdf\" target=\"_blank\" rel=\"noopener\">Click here<\/a>.<\/p>","protected":false},"excerpt":{"rendered":"<p>Em meio a movimentos de consumo consciente e economia colaborativa, quando o ser volta a ser o centro, em detrimento do ter, qual \u00e9 o papel das Marcas na vida das pessoas? O que faz uma Marca ser aquela escolhida em um momento em que o consumismo \u00e9 repensado? Empresas que ignoram as mudan\u00e7as de [&hellip;]<\/p>\n","protected":false},"author":2,"featured_media":744,"comment_status":"closed","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"footnotes":""},"categories":[7,41,40,46],"tags":[],"class_list":["post-268","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-artigos","category-downloads","category-estudos","category-videos"],"_links":{"self":[{"href":"https:\/\/anacouto.com.br\/en\/wp-json\/wp\/v2\/posts\/268","targetHints":{"allow":["GET"]}}],"collection":[{"href":"https:\/\/anacouto.com.br\/en\/wp-json\/wp\/v2\/posts"}],"about":[{"href":"https:\/\/anacouto.com.br\/en\/wp-json\/wp\/v2\/types\/post"}],"author":[{"embeddable":true,"href":"https:\/\/anacouto.com.br\/en\/wp-json\/wp\/v2\/users\/2"}],"replies":[{"embeddable":true,"href":"https:\/\/anacouto.com.br\/en\/wp-json\/wp\/v2\/comments?post=268"}],"version-history":[{"count":1,"href":"https:\/\/anacouto.com.br\/en\/wp-json\/wp\/v2\/posts\/268\/revisions"}],"predecessor-version":[{"id":15072,"href":"https:\/\/anacouto.com.br\/en\/wp-json\/wp\/v2\/posts\/268\/revisions\/15072"}],"wp:featuredmedia":[{"embeddable":true,"href":"https:\/\/anacouto.com.br\/en\/wp-json\/wp\/v2\/media\/744"}],"wp:attachment":[{"href":"https:\/\/anacouto.com.br\/en\/wp-json\/wp\/v2\/media?parent=268"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/anacouto.com.br\/en\/wp-json\/wp\/v2\/categories?post=268"},{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/anacouto.com.br\/en\/wp-json\/wp\/v2\/tags?post=268"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}