Brazil debates on branding in the age of innovation

"Digital and Personal: Branding in the Age of Innovation" was the theme of the Branding@ABA event on 31 August in São Paulo, organised by the Brazilian Association of Advertisers (ABA).

In line with the ongoing activities of the ABA Committee for Branding and Content, the annual Branding@ABA is designed to help brand managers and professionals understand and reflect on the new branding models and shifts in consumer behaviour brought upon by the rise of digital.

The event touched on various topics on branding, including brand advocacy, consumer empowerment, personalization, rebranding in the financial sector, content marketing, and digital brand building.

ABA's line-up of top-level speakers included José Cirilo, CMO of Johnson & Johnson Brazil, and João Branco, CMO of McDonald's Brazil, who shared a panel on audience fragmentation and consumer engagement.

"Content is the way to bring consumers to the brand. In today's world, the way to connect with consumers is entirely different because they are dispersed. The way of doing marketing has changed, and we have to take into consideration the behaviour of the contemporary consumer", Cirilo said.

Daniela Cachich, VP Marketing at Heineken Brazil, and Malu Lopez, Managing Director at Facebook Brazil, also shared their views on how to leverage digital for brand building, with a focus on the power of mobile.

You can find the full Branding@ABA programme here.

For more information, contact ABA.