Branding for Brazil
The first edition of Insight Brazil took place on October 24th-26th at the Iguatemi Shopping Centre in Sao Paulo, Brazil. The conference, trend hunt, and workshop gathered a group of innovative Brazilian professionals from global and local companies such as L'Oreal, Herman Miller, Ampacet, Phillip Morris, and General Motors as well as representatives from public agencies and the media (WGSN, Vogue, Valor Economico, Folha de Sao Paulo).
Understanding the diversity of the country to identify the uniqueness of Brazil was at the centre of participants' preoccupations.
The first theme (diversity) can be easily understood. With the economy booming, new consumers and new attitudes awaken inviting brands to rejuvenate their vision of Brazilian society, its heritage, mobility, and discrepancies.
The results of the trend research prepared by Imageneer and Style-Vision illustrate these evolutions: Brazilians consumers search for easygoing comfort (Happy Basics trend), they are developing new social roles thanks to technology (Multi-faceted People trend), and mould their body to respond to the social injunction of individual performance (Body Building trend). [read more...]
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