Strategy

Be something for someone. That's the best strategy. Think in your business, but first craft a lovemark.

What value does your brand deliver? To whom? How?

Good stories connect with audiences on a personal level. Unlike traditional strategies that may not resonate, effective branded content engages consumers by aligning with their values and interests.

A brand is alive and constantly evolving.

Branding is not static; it is in continuous movement, seeking meaning and consistency. This ongoing relationship with consumers builds reputation over time.

Consumers are more likely to choose familiar brands when making purchasing decisions, as they feel a connection through the content they consume.

The ultimate goal of building Brand Equity is to generate brand resonance. In other words, the ability of customers to emotionally identify with the brand, increasing their repeat purchases and engagement.

Loyal customers are highly valuable to any company.

In this case, the challenge was to reinvent a new persona and a new positioning for the FYI brand, whose image was anchored in a festival groupie girl, with an extremely niche positioning. We brought a connection with art, music, travel, and a crossover between a timeless wardrobe and ultra-feminine rock references. With this, the communication introduced the freshness of this new woman who had curiosity in her gaze, freedom to experiment, and a new sexy way of living life intensely, whether here or anywhere in the world. Voilà!