The VUCA world is more real and intense than ever. Volatile, Uncertain, Complex, and Ambiguous, the acronym comes to life when we follow the news, the trajectory of companies \u2013 which grow, disappear, and change course at increasingly impressive speeds \u2013 and also when we begin to take responsibility for our consumer choices.<\/p>\n
What roles should people and brands play today to build a better tomorrow? Have you ever stopped to think about what you, with your talent, what makes you unique, can do to positively impact the world? More than just a provocation, these questions are fundamental to putting purpose into practice \u2013 which applies to both people and businesses. It's no coincidence that we talk about it so much here. Purpose is the key to the perfect meeting between business sustainability and positive transformation in the ecosystem.<\/p>\n
Here, we do this by building branding strategies using the Waves of Branding framework. Through it, we position organizations in the spheres of Brand, Business, and Communication in an aligned way, understanding that they need to successfully ride all three waves to build real value. In practice, this means brands need to offer a good product or service while simultaneously ensuring an emotional connection with their stakeholders and managing a value ecosystem. All of this is permeated by a genuine purpose. For this to happen, it needs to be more than just a pretty phrase. Purpose is action.<\/p>\n
There are already a number of projects and initiatives that are truly transforming the world, starting with our own country. One of them is Design Meets Fa.vela, by Gustavo Greco, in partnership with the Fa.vela accelerator from Belo Horizonte, which unites designers with entrepreneurs from low-income communities to create brands for their businesses. Another example is Dadivar, "a set of social initiatives whose mission is to foster a culture of giving and social investment in Brazil." The institute believes in collaboration, ecosystems, and behavioral change for real, impactful transformations.<\/p>\n
From our side, we aim to challenge people and organizations to grow from their purpose. And one way to materialize this is through PI_RA, our aquarium that brings together the Ana Couto and LAJE teams, guests, and the public for a horizontal conversation about topics that drive Purpose-Driven and Innovation-Oriented Brands.<\/p>\n
At the next PI_RA, taking place in Rio de Janeiro on March 26th, we will be discussing purpose-driven strategy and value. This edition will be hosted by Mauro Ventura, journalist and director of social impact at Dadivar, and our guests will be Gustavo Greco, partner and creative director of Greco Design and co-founder of the award-winning Design Meets Fa.vela project, and Ana Couto, our CEO. More guests will be confirmed soon.<\/p>\n