Worklab

Catarina Furtado

TV Host, Actress, Author & Documentarian

Chakall

Chef

Inês Drummond Borges

Board Member & Chief Transformation Officer

@ Sonae Sierra

Humanizing Brands Through Culture

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DAY & TIME:

02/07 @ 2:15 PM

DURATION:

60 min

LOCATION:

STAGE B

LANGUAGE:

Portuguese

Key Points

Connecting with the target audience is key to humanizing brands, just as it is in your areas of expertise. In a time when culture is increasingly global and indistinct, how can we create empathy, closeness, and authenticity in the relationship with the public?
Digital tools now offer indispensable ways for both culture and brand to build closeness. How can we foster authentic proximity in the digital space?
Speaking of digital, many voices argue that with the imminent spread of Artificial Intelligence across the economy, we are on the brink of a disruption as deep as the one society experienced in the second half of the 19^th century with the Industrial Revolution. What do you expect from Artificial Intelligence in terms of its impact on Culture? And on brands?
In your fields, teamwork is essential. The same goes for brand management! What practices do you follow to build a strong team culture, and how does that reflect in your final output?
Ethics, purpose, and embracing a Mission beyond profit are increasingly demanded by consumers. What suggestions would you offer to brand, especially as calls from the public and civil society multiply?

The most outstanding management and marketing event in Europe