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Daniele Lazzarotto
Founder at Cordão | Brand Strategist | Professor | Speaker
Daniele Lazzarotto is the Founder and Strategy Director at Cordão, a Brazilian brand consultancy.12 With over 15 years of experience in the marketing world, she is a highly specialized professional in brand strategies.3
Professional Background
Daniele has a strong educational foundation in branding and advertising:
- She holds a degree in advertising
- She has completed post-graduate studies in branding5
Her career spans more than 12 years as a strategist, during which she has developed expertise in brand strategy and marketing.5
Current Role and Company
As the Founder and Strategy Director at Cordão, Daniele leads a brand consultancy that focuses on developing effective brand strategies for clients. Cordão appears to be a respected player in the Brazilian branding landscape.
Thought Leadership
Daniele is active in sharing her knowledge and insights in the branding field:
- She is a professor and speaker, indicating her role in educating others about branding and marketing4
- She writes a biweekly newsletter called "Nós da Cordão" on Substack, which provides curated content on branding6
- She has contributed opinion pieces to industry publications, discussing topics such as the evolution of brand relationships from "lovemarks" to "crushmarks"2
Expertise and Perspective
Daniele is known for her forward-thinking approach to branding. She has argued that the concept of brand loyalty has evolved, suggesting that brands should focus on creating "crushmarks" - building relationships based on continually pleasing customers rather than relying on unconditional loyalty.2 This perspective demonstrates her understanding of modern consumer behavior and digital market dynamics.
Daniele Lazzarotto appears to be a respected figure in the Brazilian branding and marketing industry, combining practical experience with thought leadership to drive innovation in brand strategy.
Highlights
O investimento global em mídia de varejo já ultrapassou o investimento em TV aberta 😱.
Esta modalidade de anúncios é a que mais cresce em volume de investimento em todo o mundo.
Os especialistas já esperavam que ela ultrapassasse a TV, porém apenas no próximo ano.
A mídia de varejo vai representar na próxima década o que a publicidade por buscas fez na década de 2000 e o que a mídia social fez de 2010 até aqui.
Uma das coisas que eu mais amo sobre trabalhar com consultoria é a possibilidade de trabalhar com muitas marcas diferentes, de indústrias diferentes, com desafios diferentes.
Nesta semana, nossa newsletter buscou reproduzir um pouco do encantamento que temos ao mergulhar em um novo negócio e descobrir quanta coisa interessante rola por lá. Escrevemos sobre o futuro dos carros - uma indústria que está passando por uma revolução com a entrada dos veículos elétricos, autônomos e até voadores (!).
Mesmo para quem não atua diretamente no mercado automotivo, estudar essas mudanças e sobre como o mercado reage a elas, desbloqueia insights sobre inovação e adaptação tecnológica que podemos aplicar a diferentes outros desafios.
Deu curiosidade? Dá uma olhada no link aqui embaixo.
