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Global Branding Brazil for Insites

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The document outlines the process a team took to develop a marketing concept for Brazil. They began with desk research on Brazil and existing campaigns. This informed the development of hypotheses around Brazilian values like patriotism. Consumer feedback validated the importance of showing Brazil's beauty and connecting to people through shared national pride versus individual promises. The final concept board proposed a shareable social media campaign merging brand values with pride in Brazil by highlighting the country's beauty and people's desire to connect.

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Groep 2 Team 10
INDEX 1. Setting the scene: How to go from desk findings to hypothesis 2. Our concept board 3. Interpretation of the consumer feedback 4. Final concept board 5. Learnings
SETTING THE SCENE: From desk findings to hypothesis  STEP 1: Desk research  Brands in Brazil  Characteristics of Brazil  Opportunities and threats  STEP 2: Deeper look at campaigns (successful/failed) in Brazil  STEP 3: Concept made of recurring facts, values and insights from cases  STEP 4: Making of hypothesis based on desk research  3 values:  Chauvinism  Insecurity  We-feeling  STEP 5: Converting 3 values into 2 concepts  Brazil as a nation  We-feeling from Brazilians
CONCEPT BOARD
CONCEPT BOARD
CONCEPT BOARD
CONSUMER FEEDBACK: JOHNNIE WALKER Graphic aspect and the special effects are great! The commercial shows the beauty of Tagline ‘The giant is no longer Brazil. That gives a asleep!’ fits with Brazil! positive image about Brazil! The ‘Giant’ emphasizes our pride of our country! The actors and effects don’t fit with Brazil. Commercials about alcohol? That gives a wrong message! Every drunk man will feel appreciated and will be proud :/
CONSUMER FEEDBACK : JOHNNIE WALKER Question Answer Conclusion Do you know any Havaianas, Tipo Net, Binchinhos da Parmalat, Not one global brand other great Bombril was mentioned = They commercials? really like and are proud of local brands Why do you like They simply tell the truth and don’t make it over the They don’t want a these? top commercially. They work with the positive brand to promise them mood that every Brazilian has. A commercial has to everything and giving lead to pleasure and happiness, but it may also nothing. Just the truth contain some exciting aspects. Most of all, it has to in a friendly spoken way give us a familiar feeling. Why must a global Brazilians feel more connected to a brand when it Connection between brand use Brazil reflects their habits, their country, their values. It’s Brazilian people is huge. important that the beauty of our country is shown They truly rely instead of the i.e. the poor parts of it. oneachother.
CONSUMER FEEDBACK: COCA COLA Very cool campaign.. But I did not know it… I really do not remember it. But it will have been succesful because our youngsters love to post about everything This campaign is too much focused on just one part of our population: the youngsters. That’s quite an old campaign, right?
FINAL CONCEPT BOARD One nation connecting through social media & mobile To conquer the Brazilian market companies need to launch a shareable campaign that merges the brand values with the national pride. “The commercial shows the beauty of Brazil. That gives a positive image about Brazil! “ “I really do not remember it. But it will have been succesful because our youngsters love to post about everything”
PERSONAL LEARNINGS  Interesting to explore and discover more about anothercountry, its culture and its values  Surprised by:  the high usage of mobile devices in Brazil  the fact that they cherish their nation this much  the fact that public advertising is against the law  The Johnny Walker and Nissan commercials were very impressive  Hardest part was to find spot-on questions for the Brazilian consumers…  The online discussion groups learned us once again that authenticity and patriotism are very important
Groep 2 Team 10

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Global Branding Brazil for Insites

  • 2. INDEX 1. Setting the scene: How to go from desk findings to hypothesis 2. Our concept board 3. Interpretation of the consumer feedback 4. Final concept board 5. Learnings
  • 3. SETTING THE SCENE: From desk findings to hypothesis  STEP 1: Desk research  Brands in Brazil  Characteristics of Brazil  Opportunities and threats  STEP 2: Deeper look at campaigns (successful/failed) in Brazil  STEP 3: Concept made of recurring facts, values and insights from cases  STEP 4: Making of hypothesis based on desk research  3 values:  Chauvinism  Insecurity  We-feeling  STEP 5: Converting 3 values into 2 concepts  Brazil as a nation  We-feeling from Brazilians
  • 7. CONSUMER FEEDBACK: JOHNNIE WALKER Graphic aspect and the special effects are great! The commercial shows the beauty of Tagline ‘The giant is no longer Brazil. That gives a asleep!’ fits with Brazil! positive image about Brazil! The ‘Giant’ emphasizes our pride of our country! The actors and effects don’t fit with Brazil. Commercials about alcohol? That gives a wrong message! Every drunk man will feel appreciated and will be proud :/
  • 8. CONSUMER FEEDBACK : JOHNNIE WALKER Question Answer Conclusion Do you know any Havaianas, Tipo Net, Binchinhos da Parmalat, Not one global brand other great Bombril was mentioned = They commercials? really like and are proud of local brands Why do you like They simply tell the truth and don’t make it over the They don’t want a these? top commercially. They work with the positive brand to promise them mood that every Brazilian has. A commercial has to everything and giving lead to pleasure and happiness, but it may also nothing. Just the truth contain some exciting aspects. Most of all, it has to in a friendly spoken way give us a familiar feeling. Why must a global Brazilians feel more connected to a brand when it Connection between brand use Brazil reflects their habits, their country, their values. It’s Brazilian people is huge. important that the beauty of our country is shown They truly rely instead of the i.e. the poor parts of it. oneachother.
  • 9. CONSUMER FEEDBACK: COCA COLA Very cool campaign.. But I did not know it… I really do not remember it. But it will have been succesful because our youngsters love to post about everything This campaign is too much focused on just one part of our population: the youngsters. That’s quite an old campaign, right?
  • 10. FINAL CONCEPT BOARD One nation connecting through social media & mobile To conquer the Brazilian market companies need to launch a shareable campaign that merges the brand values with the national pride. “The commercial shows the beauty of Brazil. That gives a positive image about Brazil! “ “I really do not remember it. But it will have been succesful because our youngsters love to post about everything”
  • 11. PERSONAL LEARNINGS  Interesting to explore and discover more about anothercountry, its culture and its values  Surprised by:  the high usage of mobile devices in Brazil  the fact that they cherish their nation this much  the fact that public advertising is against the law  The Johnny Walker and Nissan commercials were very impressive  Hardest part was to find spot-on questions for the Brazilian consumers…  The online discussion groups learned us once again that authenticity and patriotism are very important