Estratégia e Branding

Augusto Nascimento – Consultor, Palestrante e Empresário

Os 4Es de Marketing e Branding

Se você acha que já ouviu tudo a respeito de branding, vai se surpreender com o livro Os 4Es de Marketing e Branding.


 

Escrito em português e inglês, ele inova em muitas outras coisas. O livro é resultado da parceria intelectual entre um brasileiro e um americano e mostra que Branding vai muito além do design, integrando-se aos aspectos de marketing e vending e influenciando fortemente os resultados que a marca e seus detentores podem alcançar a curto, médio e longo prazos.

Os 4Es de Marketing e Branding traz uma inovadora visão para o século XXI indo muito além dos conceitos, propondo caminhos para as empresas que querem melhorar seus resultados em vendas e marketing e aumentar o valor de suas marcas como ativos intangíveis. É leitura importante para todos os profissionais, executivos e estudiosos de branding, marketing, administração, gestão e até recursos humanos.

Autores: Um brasileiro e um americano.

Augusto Nascimento – Foi professor da ESPM de São Paulo por 17 anos, famoso por suas palestras, estilo arrojado e provocador. Profissional de destaque no Brasil, é CEO da Agencia BBI, agência de consultoria de branding e brandvertising.

Robert Lauterborn – Autor de vários livros, como o conhecido “Integrated Marketing Communications”, lançado em 1993. O conceito criado por ele há quase duas décadas, tornou-se moda agora, em Cannes. Lauterborn criou também o conceito “Os 4 Cs de Marketing”, publicado em um lendário artigo no jornal Advertising Age nos anos 1990. Hoje, ele é professor na Universidade da Carolina do Norte, EUA. – http://rlauterborn.com

Um mundo melhor: Doação dos direitos autorais.

Cada livro vendido gera renda para cerca de 60 crianças com vírus HIV positivo acolhidas pela ONG Sítio Agar, pois os dois autores do livro Os 4Es de Marketing e Branding doaram 100% do valor de seus direitos autorais para o Sítio Agar.

www.sitioagar.com.br

 

Depoimentos

“If I had to create an episode of Globo Repórter about Marketing and Brands, I’d use “The 4Es of Marketing and Branding” as its script.”Ler mais Fechar

“If  I had to create an episode of Globo Repórter (Documentary broadcast that addresses issues related to the Brazilian way of life, highlighting matters such as health, education, work and nature) about Marketing and Brands, I would use “The 4Es of Marketing and Branding” as its script; not only because of its content but because of its savvy approach and chronological case editing. Undoubtedly it is a recommended reading. Read it, reflect upon it, and even more so, put it into practice.”

Alex Periscinoto, ALMAP and SPGA

“The partnership between Nascimento and Lauterborn has created innovative, interesting and pioneering business literature.”Ler mais Fechar

“A very accessible book, even to those who do not work in marketing or advertising – designers, fashion designers and entrepreneurs. The partnership between Nascimento and Lauterborn has created innovative, interesting and pioneering business literature. They have effectively established the counterpoint to global and national trends, actually, the way they present it is already enough to recommend its reading as a very pleasant one.”

 

 

Ricardo Neves, WORLD BANK, UN, Consultant and author of the books: "Copo pela metade", "Pegando no tranco", "Ruptura" and others

“Read them to better understand the past; better manage the present… and to better understand the future.”Ler mais Fechar

“I recommend the reading of the three books that have influenced my life:

– Confessions of an Advertising Man by David Ogilvy, about advertising in the past.
– The Effective Executive by Peter Drucker, about business management.
– The 4Es of Marketing and Branding by Augusto Nascimento and Robert Lauterborn, about branding, advertising now and in the future.

Read them to better understand the past; better manage the present… and to better understand the future.”

Nizan Guanaes, AFRICA and ABC Group

“A timely book considering Brand Management is a hot topic nowadays. Its great merits are the ideas that push towards success.”Ler mais Fechar

“Some numbers have been consecrated by the Cabala, such as the 9 or 7, however Marketing’s luck lie on the number 4 (4As, 4 Ps, and 4Cs). I hope that this will be the case with the 4Es – created by Augusto Nascimento in a partnership with the creator of the 4Cs, Robert Lauterborn. A wonderful text and a timely book considering Brand Management is a hot topic nowadays. Its great merits are the innovative, strategic and useful ideas that push towards success through good corporate examples. I recommend it to my current and past students and to everyone who is interested in the area.”

Marcos Cobra, FGV - FUNDAÇÃO GETULIO VARGAS

“This book shows everything we have been aiming to do at Natura. We identify with it.”Ler mais Fechar

“This book shows, very effectively, everything we have been aiming to do at Natura. To us, brand meaning goes beyond the concept of a company creating dividends to its shareholders. We make branding a constant search. We see brand as passion, the expression of beliefs. Every action we take should show it. Sometimes we succeed in this search and sometimes we don’t, but the search itself is what gives brand meaning. It is wonderful when others, who actually gives us meaning and defines us, recognize our intention. They can identify with our brand and we expand the community of people building a better and self-sustainable world. It is remarkable to see a book that approaches this matter. We identify with it.”

Guilherme Leal, NATURA

“It gathers three essential elements: marketing, branding and vending. This mix should be obvious, however it isn’t yet.”Ler mais Fechar

“There are three important things to consider. The first one, it is an innovative book. Instead of restricting brands to design, logo and colours, it amplifies its understanding of value. It gathers three essential elements: marketing, branding and vending. This mix should be obvious, however it isn’t yet. It is innovative because it shows brand’s true weigh due to its value creation, one of the most important elements in the decision-making hierarchy. Second, its historic timeline is one of the most enlightening I have seen. And third, it presents, at its end, a very useful and practical mini-bible for companies that wish to build successful brands. I recommend reading and rereading it”.

Ivan Pinto, Post Graduation Coordinator at ESPM-SP

“Its evolutionary approach on marketing and branding puts us face to face with the greatest challenges we face everyday.”Ler mais Fechar

“A pleasant and enriching reading. Its evolutionary approach on marketing and branding puts us; inevitably, face to face with the greatest challenges we face everyday and with the ones that will come in the near future. Besides it is a great honor to know the author as a friend and as a consultant for our company. Whoever follows the teachings and principles of the 4Es will only benefit and enrich even more.”

Marconi Leonel Matias dos Santos, CALÇADOS ITAPUÃ

“Each sentence surprised me with insights and interesting analysis; the chronological order made me understand branding’s evolution.”Ler mais Fechar

“I couldn’t stop reading it. Each sentence surprised me with insights and interesting analysis; the chronological order made me understand branding’s evolution. I loved the book and will use its practical knowledge in my daily activities in order to improve what we implement at our company”.

Viviane Suhet, LACOSTE

“Only people with great skills can simplify the complexities of knowledge.”Ler mais Fechar

“I have known the authors for decades. Lauterborn is a master and thinker. Augusto is an accomplisher and trend anticipator, whom I’ve had the honour to work with. Before CRM was born we were doing database marketing; when the internet was being created and the only browser available was MOSAIC, we were doing websites and marketing through the web. Now, while some see branding as design, as if it is an expertise – Lauterborn and Augusto come together to show the integration of marketing, branding and vending. The result is something innovative and extremely simple. Only people with great skills can simplify the complexities of knowledge. I am honoured to know both of them.”

Renato Vianna, IBM

“This book has the best and so needed HR policies. It will Enrich people managers and directors.”Ler mais Fechar

“A provoking book that knows how to approach marketing and branding in depth and pragmatically showing them clearly and simply, due to its value and perspective. An essential book for people and companies to understand and act towards important upcoming changes. It encompasses all management processes through a practical view, though I should highlight its biggest news: The “E” from “Enthuse Staff”. This book has the best and so needed HR policies. It will Enrich people managers and directors.”

 

Luiz Edmundo Rosa, ACCOR

“An extremely useful resource for professionals, students and even curious types.”Ler mais Fechar

“A true lesson on marketing history with curiosities and enriched with interesting examples. In short: An extremely useful resource for professionals, students and even curious types. Everybody that works or manages a company or business will only benefit from reading and applying the 4Es concepts and principles.”

 

 

Ken Fujioka, J. W. THOMPSON

“I have never read something like it; it is so simple to understand.”Ler mais Fechar

“A true Branding Almanac; provoking, instigating, retrospective, nostalgic, academic, practical and innovative. All at the same time. I have never read something like it; it is so simple to understand, so easy to practice and so comprehensive it makes us reach outside our expertise and think things as a whole. Worth reading.”


 

 

Henry Berger, IGENITY-MERIAL

“You’ll see branding into various contexts and you’ll have many insights.”Ler mais Fechar

“Buy the “4Es” and take home: a book about history, a book about symbols, a book about religion, science, astronomy…you will read them in just one book. You’ll see branding into various contexts and you’ll have many insights. You’ll start to see branding through different eyes and perspective. I doubt you won’t like it. I loved it.”

Solange Capozzi, Agencia BBI

“It will shape new professionals and re-shape the vision of those who have been working in this field for many years.”Ler mais Fechar

“Enthuse Staff, Enchant Clients, Enrage Competitors and Enrich Everybody: The 4Es is a rereading and an innovative vision of essential marketing concepts. It is a must read that approaches complex themes in a simple manner, making subjects easier to understand. It will help to shape new professionals and re-shape the vision of those who have been working in this field for many years, as it happened to me. Thank you.”

 

 

Andréa Cordeiro, VISA

“Everything is evolution, including the 4Es created by Augusto and Lauterborn, as they show through humbleness and talent.”Ler mais Fechar

“I’ve read it with such delight. What an extraordinary book! I loved the historical part, highlighting the Sears catalogue that has influenced its industry and inspired the creation of the assembling line. I see today’s internet sales as the updated version of what Sears had done over 150 years ago.  Looking at the 4Es I can see that nothing is, in fact, new. Amazon is today’s Sears. Everything is evolution, including the 4Es created by Augusto and Lauterborn, as they show through humbleness and talent.”

Tarcísio Cardieri, AMANA-KEY