Author Archive

Do you know how to tell a relevant story?

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Do you know how to tell a relevant story?

When confronted with the harsh economic situation that was been felt worldwide, and in Portugal specially, the most common reaction of brands was one of concern. Reducing costs in order to “survive” the crisis and the expectations regarding the future to come have become two of the most important forces to guide the performance of most companies.

This attempt at precaution, as natural as it may seem, also meant that communication was pushed out of the spotlight. “First we must survive, ...

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Can you connect with your audience?

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Can you connect with your audience?

Storytelling is not a new concept but with the explosion of social media and content marketing the strategy of telling a story as an element for direct and indirect marketing has become a strategic opportunity.

Traditionally, emotion is not something we look for in business – we are taught to be effective, efficient and result-oriented. However, what leads us to try to accomplish our goals always starts with a story that has a meaning to our brand, our company and our ...

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Conquering the value of Reputation

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Conquering the value of Reputation

By Marta Gonçalves, Managing Partner at Say U Consulting

“Character is like a tree and reputation like its shadow. The shadow is what we think of it; the tree is the real thing.” Abraham Lincoln

When facing the challenges presented by the current economic context, the response of the companies with a certain degree of resilience was swift. They adapted their strategic positioning and searched for opportunities abroad.

Proof of this tendency to conduct business outside in order to balance deficiencies encountered in one’s ...

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Eco-branding: the “green” transformation of Brands

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Eco-branding: the “green” transformation of Brands

By Marta Gonçalves – Say U Consulting Managing Partner

The environment, renewable energy sources and sustainability are topics that are on the central stage of the global media agenda. There is a considerable degree of attention placed on initiatives such as the World Future Energy Summit and the framework for Climate and Energy policies of the European Union.

The importance of these themes in the positioning we adopt in the market should lead organizations towards introducing in their communication the concept of Eco-branding. ...

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U’ve Got Mail: Thinking and Communicating Entrepreneurship

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U’ve Got Mail: Thinking and Communicating Entrepreneurship

By Marta Gonçalves – Say U Consulting Managing Partner

Part of the current discourse in Politics and Economy, entrepreneurship takes on varied facets as an essential solution for the challenges we are facing. Although it doesn’t act as a magical recipe to overcome all obstacles created by a multitude of conditions, the eagerness to create something new is a common trait of all professionals ambitious enough to seek wider objectives.

In this last month of the year, a moment when one can ...

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