II Congresso Internacional de marcas/branding: conexões e experiências
The event
Lectures
The brand changes. And the lecture changes (2.0)
PhD Dado Schneider – Brazil
Marketing Specialist at UFRGS, master and PhD in Communication from PUCRS. He has 35 years of experience in large companies, as DM9, LIGHT and RBS, among others. He is the creator of the CLARO (cellphone company) brand. He lectures for and about young people he and was acclaimed in the last Campus Party Brazil in 2014 with its innovative "Palestra Muda" (a play with words in portuguese, that means "the lecture changes" as well as "the mute lecture").
Brand Meaning - "Story Branding, Brand Myth, Cultural Contexts"
Mark Batey - EUA
President of Batey Consulting Brand Consultancy, graduated from the University of Oxford, with 25 years of experience with brands such as Coca-Cola, Unilever, Nestle and Mondelez International, The Apothecary, among others. The passion for psychology, culture, language and semiotics, along with a look at the design and marketing, is what drives the vision of Mark Batey of brands and branding. He lived and worked in several areas, such as the UK, Central Europe, Latin America and the United States. He is an international lecturer, visiting professor at several universities/Business School and author of "Brand Meaning", in addition to publishing several articles on the subject.
Transmedia storytelling in business - the art of charming to sell
Martha Gabriel – Brazil
She is a writer, consultant and speaker in the areas of digital marketing, innovation and education. Author of five books, including the bestseller "Marketing in the Digital Age", CEO of Martha Gabriel Consulting, she is also coordinator and professor of the MBA course in Marketing of HSM Education. Keynote internacional speaker over 50 lectures presented abroad, between the US, Europe and Asia. Martha has been awarded three times as the best speaker at conferences in the United States. Reviewer of LeonardoElectronic Almanac (LEA) at MIT.
PANELS
1. Branding & Business - Brand Management and Business
Management and Metrics in Corporate Branding, Family Business and R & Mes
Doctor and Professor of Global Communications and Corporate Identity. Director of the Chair of Family Business of the University of Alicante, Spain. Coordinator of the Master in Communication and Creative Industries daUniversidad of Alicante - UA (Spain). PhD extraordinary award in the AU (2005). Author of several books and articles. Founding member of the International Association of Researchers in Branding - Observatory marks. Author of "Brandplacement" and "Rebellion en las brands."
http://www.univerano.ua.es/en/curriculum.asp?id=2837
Brand management methodologies for small and medium enterprises
Master in Business Management at ISCTE in Lisbon and doctoral student of Communication Sciences at ISCSP / University of Lisbon. Professor in IADE - University Institute, international speaker and author of "Branding - Brand management" and "Branding - Brand management - 2nd revised edition, enlarged and updated." Director of RFM radio, station that has recently received several distinctions, as Superbrand - Brand of Excellence, Trust Mark (International Readers Digest), media brand in Portugal with higher reputation index (RepTrak) and many creative awards (Media & Advertising, Toad Awards).
http://pt.linkedin.com/pub/antónio-mend es/1/a4a/79b/en
Branding & Business methodologies for internationalization of brands
Advertiser and specialist in Strategic Marketing and Ph.D. in Communication. School of Communication Dean of the Universidad del Pacífico in Chile. Director of the Direct Marketing Association (AMD) and Relational Chile, director of the Council of Self-Regulation and Advertising Ethics (Bonar) and director of the Mar de Chile Foundation - Naval Reserve Yates Navy of Chile. Founding member of the International Association of Researchers in Branding - Observatory marks.
http://cl.linkedin.com/pub/sebastian-gold sack-trebilcock/29/3b8/b72/es
Internationalization of brands
MSc in Environment and Development from Univates (2011) and graduated in Business Administration with specialization in International Business from the Universidade do Vale do Rio dos Sinos (Unisinos) (2004). He currently works at the Cento Universitário UNIVATES in the Market Relations Office, acting as advisor for Regional Development APEX / PEIEX and as a teacher.
http://lattes.cnpq.br/6751220489158439
2. Brand Research
New technologies and research brands
Specialist in Digital Branding. Consultant for brands such as Obama, FC Barcelona, Blackberry and Microsoft, professor of MBA / graduate disciplines in Brazilian institutions (FGV, FDC and others) and international (UMayor - Chile) and international speaker of issues related to strategy, branding and social media. Vice president and founding member of the International Association of Researchers in Branding - Observatory marks.
http://br.linkedin.com/in/cappra/en
Neuroscience and the brand survey
Advertising and Master in Strategic Communication and Branding by UMayor-Chile. At Universidad Diego Portales and Universidad de las Americas in Santiago / Chile. Director of Innovation and Creativity and strategic planner group Omnicom OMD, PHD y OMG (Omnicom Media Group). Founding member of the International Association of Researchers in Branding - Brand Observatory.
http://cl.linkedin.com/pub/jaime-gómez-q uezada/1a/578/92a/es
Trends in research brands
PhD in Management from the University of Sevilla. Teacher and researcher in Portuguese and Spanish universities, also performing consulting projects and interim management, with several books and articles published in national and international journals. Played management positions in companies such as Noble (Sara Lee Processed Meat), Portugal Telecom, Pescanova Portugal and Angelini Portugal.
http://dcc.ual.pt/cc/prof.asp?det=13817§ion=Corpo_Docente&title=Georg-Dutschke&id=2617&mid=
3. Contemporary Brands
Mutants brands
Graduated in Portuguese/English and specialist English language (Univates), master and PhD in Social Communication (PUCRS) and post-doctorate in Linguistics - Multimodal Discourse of Mutants Brands (UNB). President of Brand Monitoring, research professor of Univates and visiting professor at universities FAE, Feevale, Univale, UNB, UMayor (Chile), IPL (Portugal), Ismai (Portugal), ISIL (Peru) and other HEI. Coordinator of the International MBA in Branding & Business of Univates. Founding member of the International Association of Researchers in Branding - Observatory marks.
http://lattes.cnpq.br/2772980944277543
Master at the University Paulista in Production Engineering, graduated in Business Administration and expert in Marketing Management from the Alvares Penteado Foundation. Writer, speaker and consultant in Branding and Design Management. Coordinator of the MBA in Branding / Brand Management and MBA in Design Strategy and New Business at Alpa Group. Professor of HSM Education, University Center Fine Arts of São Paulo and PUCSP.
http://br.linkedin.com/pub/null-null/20/9 76/1b9/en
Speaker and Marketing Consultant focused on branding strategies. Member of TopBrands - Branding Consulting, Professor of Marketing and Branding at ESPM and FIA. Co-author of the Brazilian edition of the book "Strategic Brand management" (Kevin Keller). He served for 15 years as Executive Marketing at Nestlé and Quaker Oats (PepsiCo).
http://br.linkedin.com/pub/marcos-mach ado/0/ba2/980/en
4. Political Brand
Degree in Literature from the UFRGS (1973), Master of Arts from PUCRS (1991), Doctor of Letters from PUCRS (1998) and post-doctorate from the University Fernando Pessoa (2008). President of Intercom, journalist and politician. PPGs operates in Creative Writing (Faculty of Arts and Literature - PUCRS) and Famecos, PUCRS. Coordinator of the Graduate Program in Communication PUCRS - Famecos (PPGCOM / PUCRS). Founding member of the International Association of Researchers in Branding - Observatory marks.
http://lattes.cnpq.br/3101630544687086
PhD in Communication Sciences from the Methodist University of São Paulo, post-doctorate in Communications Policy from the School of Communication and Arts / University of São Paulo (USP), Master in Business Administration and Regionality the University of São Caetano do Sul, Executive MBA in Marketing Gama Filho University and expert in Educational Law School from San Luis University. Professor at CEETEPS Fatec and Mackenzie University (UPM) and president of Politicom. Researcher and lecturer in Brazil and Latin America.
br.linkedin.com/pub/roberto-gondo-mac edo/27/5aa/b76/pt
Degree in Public Relations, specializing in Human Resource Management, Master in Communication Sciences / Semiotics UNISINOS and PhD in Social Communication PUCRS. He is a professor and researcher at UFRGS, PPGCOM-FABICO and visiting professor at several institutions in Brazil and abroad. He was vice president of ABRAPCORP from 2010 to 2012. Founding member of the International Association of Researchers in Branding - Observatory marks.
http://lattes.cnpq.br/5204014695557380
5. Branding and Sustainable Development
Graphic Designer, expert on Higher Education and Master in Strategic Communication and Branding by UMayor (Chile). Branding Director of Viña Portal Del Alto and Viña Caso Donoso. She was a professor at the Universidad Santo Tomás in UNIACC and the Universidad Mayor. Partner of Idiseño (Port Montt), director of the Quinto Espacio - Graphic Design and professor at Univates. Founding member of the International Association of Researchers in Branding - Observatory marks.
http://cl.linkedin.com/pub/null-null/25/45 b/3bb/pt
Graphic Designer and Master in Strategic Communication and Branding by Universidad Mayor (Chile). Professor at the Universidad Diego Portales (Santigo-Chile) and Universidad Mayor. Partner and creative director of Kibrand and Dalediseño, partner and strategic director of UknowMe and professor at Univates. Founding member of the International Association of Researchers in Branding - Observatory marks.
http://cl.linkedin.com/in/danielagomezc/ pt
PhD in Environmental and Sanitary Engineering by Montanuniversität Leoben, Austria (2002) and graduated in Civil Engineering from PUCRS (1992). Teacher / researcher Univates. He has experience in environmental engineering, acting on the following topics: biogas, bioreactors, renewable energy, solid waste, environment, sanitation and composting.
http://lattes.cnpq.br/9946679953072196
Graphic Designer by the University of Buenos Aires (UBA). Branding consultant and strategic management communication, concept creator Oxitobrands and author of "Oxitobrands: Human tags to un emotional market", published in Argentina, Peru, Colombia and Mexico. Dean of the Faculty of Diseño y Comunicación ISIL, in Lima, Peru, and visiting professor at IE Business School in Madrid, the Universidad Mayor, Chile, San Francisco Xavier Escuela de Negocios and Universidad Catolica Santa Maria in Arequipa, Peru.
http://about.me/mghio
WORKSHOPS
Branding & Design - Building the Brand
PhD Alberto Pinillos - Alicante University
Doctor from the University of Alicante/Spain. Degree in Advertising and Public Relations from the Complutense University of Madrid. Specialist in creativity, verbal identity and naming. Author of several articles and scientific papers on brand and branding. Member of the Academic Scientific Committee BrandTrends Journal (Spain).
http://web.ua.es/es/dcps/profesores/alberto-pinillos-laffon.html
Valpírio Monteiro - Gad - Brazil
Executive director of GadAgency. Was a founding partner of APDI/RS, vice president of APDesign/RS and director of the Council Creating the ARP. Awarded by the UN, New York Festivals, the London Festival - England, Cannes, among others. It is a permanent member of International WHO's WHO Madison Historical Society, USA and the Advisory Council of the MAC/RS.
Me Rodrigo Brod - Univates - Brazil
Degree in Social Communication from the Superior School of Advertising and Marketing (ESPM) of São Paulo, specialist in the Brand Management by UNISC/ RS and Master in Environment and Development from the Univates University Center (RS). Professor of undergraduate and the graduate Univates University Center and the bachelor Design Course coordinator in the same institution. Co-owner of Front studio, specialized in design projects and creative consultancy.
Branding in social media
Me Andrés Harrison - Surmedia - Chile
Founder and CEO of Surmedia Communications and Marketing, president of transcending Foundation and professor at the Universidad Adolfo Ibañez. Founding member of the International Association of Researchers in Branding – Brands Observatory.
Protecting the brand – The INPI regiter – step by step
PhD Cristina Caldeira - IADE - Portugal
PhD in law from the Autonomous University of Lisbon, Master in International Economics at the School of Economics and Management, University of Lisbon and graduated in Law and International Relations. Vice-rector, president of the Pedagogical Council, director of the Department of Graduate Studies, Professor, Coordinator of International Programs and Relations Office and the Protection of Intellectual Property Office of IADE-U, Art Institute, and Design Company - University. Visiting professor at the School of Arts and Humanities of the University of São Paulo (EACH/USP). Researcher of the Foundation for Science and Technology and postdoctoral fellow in Intellectual Property in the New University of Lisbon (UNL). Author of several publications in the areas of education and intellectual property.
http://sigarra.up.pt/reitoria/pt/conteudos_service.conteudos_cont?pct_id=12880&pv_cod=3612qaTawyc8
Branding Tour – The destination brands and it management
PhD Francisco Dias - ESTM-IPLeiria - Portugal
Degree in Psychology from the University of Moscow, Russia (1988), Master in Social Psychology from the University of Porto, Portugal (1997), graduate European Advanced Studies in Social Psychology (1997) and PhD in Tourism from the University of Perpignan, France (2006). Professor at the Polytechnic Institute of Leiria (School of Tourism and Maritime Technology), editor of the European Journal of Tourism, Hospitality and Recreation (EJTHR) and director of ART & TUR - International Tourism Film Festival. Founding member of the International Association of Researchers in Branding – Brands Observatory.
Multimodal brand speech
PhD Carminda Silvestre - IPLeiria - Portugal
PhD in Applied Linguistics from the University of Lisbon. Professor coordinator of Technology and Management School (ESTG) of the Polytechnic Institute of Leiria. Visiting Professor of universities in Brazil, Chile and other countries and researcher at the Institute of Theoretical and Computational Linguistics (ILTEC) in multimodal speech areas of the brand, social semiotics and linguistics. Founding member of the International Association of Researchers in Branding – Brands Observatory.
http://www.iltec.pt/handler.php?action=investigadores&act=view&id=mcarminda
BrandStory - the brand's history as a communication and branding strategy
Claudio Seguel - Brandstory - Chile
Advertising by UDLA and licensed in Communication Sciences. Creator and founding partnerof the Copywriter Festival, director of Brandstory Strategic and Creative StoryGood director. Author of the books "Dulces Sueños. Cuentos para volver a creer" and "Brandstory. Historias que dejan marcas." He worked in advertising agencies PROLAM Young & Rubicam, Leo Burnett, among others.
BRAND CULTURAL ENTERTAINMENT
CLOSURE:
Musical concerts with the artists: “Bico Fino Brother's Band”, “Just Blues”, “Nice Porto” and “Cristian Cuturrufo”.
