On June 9, names of different fields of knowledge of the country gathered to discuss how the brands will face the future in a world where sustainability is presented as a necessity of the first order for adaptation to the new times. This date was the second meeting of Branding 3.0 project, sponsored by Fred Gelli, partner and director of establishment of Tátil Designing Ideas.
Were present Rodrigo Baggio, founder and executive director of the Committee for Democratization of Informatics (CDI); Ballariny Marcia, specialist in planning and communication coordinator of the course P4B (Planning for Branding) School of Advertising and Marketing (ESPM RJ); Robim Michel, specializing in therapies for human development; Monica Pinto Dias, educator; Guanaes Philip, director of NIMA ( Interdisciplinary Center for the Environment) of PUC-Rio, Lucia Araujo, director of the Canal Futura; Stephan Duailibi Younes, manager of marketing for Unimed, Julius Wiedman, global editor of Taschen, which publishes works of design, architecture, among others.
The change of vision on the logic of consumption in society was one of the topics discussed during the meeting. A review of how people perceive, value and understand the act of “having things” would, in view of this, a fundamental way to build a sustainable world. On how this change must be implemented, Felipe Guanaes out under the academic perspective, the importance and difficulty of uniting people from many different areas of knowledge around the same purpose.
Guanaes illustrated as a possible problem over the division of ideas within the areas of knowledge of the academic world. According to him, even with the sustainability theme in common, each specialist USA a different dialect. The output to the ideas circulating in a free and would be consistent, then, according to Michel Robim that people unlock their channels of personal relationship in order to generate an integration. This interaction would be used in the search for “a greater good.”
Breaking the barrier, by Robim suggested, may have been adopted by the cooperative of Unimed. Stephan Duailibi cited as an example the operator the ability to add extra efforts and ideas.
The union of ideas and people around the same purpose was indicated by these as “fundamental to the concern with sustainable guided the action of the marks in planet. ” Marcia Ballariny emphasized that sees the consumer as an individual who will “to demand in the future, an attitude increasingly committed to the sustainability of businesses.”
She stressed, however, that still does not see the sustainability of business connected to the essence of the companies today. Monica Pinto, in turn, revealed that realizes this concern with sustainability in business channel partner’s business future. According to her, this partnership makes the tuned channel to become a propagator of the recovery of important concepts for the development of the planet, such as sustainability. Lúcia Araújo commented that the union of companies with the same ideological thought possible in the case of Canal Futura, “the creation of programs of quality and overturned the myth, created in Brazil, that do not combine information and entertainment on TV, or that create a boring programming.
“The purpose of thinking about sustainability as an idea that needs to be performed by all individuals on the planet has a relationship with the ‘think global, act local’, the Committee for the Democratization of Information Technology (CDI), by Rodrigo Baggio . The idea reflects the desire to refine a position with the world customs of each region where the proposal is inserted.
The next meeting will be held in July in São Paulo.
See who participated in the 2nd Meeting: