{"id":1489,"date":"2023-02-24T13:19:58","date_gmt":"2023-02-24T16:19:58","guid":{"rendered":"http:\/\/blog.bpool.co\/bisthenewa\/?p=1489"},"modified":"2023-02-24T13:32:16","modified_gmt":"2023-02-24T16:32:16","slug":"featured-story-43-tuppi-criatividade","status":"publish","type":"post","link":"https:\/\/blog.bpool.co\/bisthenewa\/featured-story-43-tuppi-criatividade","title":{"rendered":"Featured Story #43 | Tuppi Criatividade"},"content":{"rendered":"\n<p class=\"wp-block-paragraph\">Criar uma marca forte \u00e9 essencial para o sucesso de qualquer empresa. Estabelecer uma conex\u00e3o com o seu p\u00fablico \u00e9 o primeiro passo para se criar identifica\u00e7\u00e3o e fidelidade. Para isso, as ag\u00eancias locais s\u00e3o excelentes aliadas, pois ajudam a criar campanhas personalizadas, abordando aspectos culturais, hist\u00f3ricos, tur\u00edsticos e tradicionais. \u00c9 fundamental evitar generaliza\u00e7\u00f5es e investir na regionaliza\u00e7\u00e3o de marcas, para que as empresas possam criar uma rela\u00e7\u00e3o de identifica\u00e7\u00e3o ainda mais forte com seu p\u00fablico.<\/p>\n\n\n\n<!--more-->\n\n\n\n<p class=\"wp-block-paragraph\">Na <strong><a href=\"https:\/\/blog.bpool.co\/bisthenewa\/category\/featured-stories\">Featured Story<\/a><\/strong> deste m\u00eas, conversamos com<strong> Lucas de Ouro<\/strong>, Fundador e Diretor de cria\u00e7\u00e3o da <strong><a href=\"https:\/\/www.tuppi.com.br\/\">Tuppi Criatividade<\/a><\/strong>, uma Hot Shop da Bahia com departamentos mistos e profissionais multidisciplinares. Nesta entrevista, vamos descobrir como Lucas e sua equipe trabalham na estrat\u00e9gia de regionaliza\u00e7\u00e3o de marcas para atingir tanto os p\u00fablicos locais quanto os turistas. <\/p>\n\n\n\n<h2 class=\"wp-block-heading\">Confira o bate-papo!<\/h2>\n\n\n\n<h3 class=\"wp-block-heading\"><strong>Para come\u00e7ar nosso bate-papo, qual foi a inspira\u00e7\u00e3o por tr\u00e1s do nome Tuppi e como isso se relaciona \u00e0 cultura brasileira? Essa brasilidade se manifesta nos trabalhos e no dia a dia da ag\u00eancia?<\/strong><\/h3>\n\n\n\n<p class=\"wp-block-paragraph\">A Tuppi \u00e9 uma ag\u00eancia de cria\u00e7\u00e3o brasileira e baiana. Formada por profissionais que j\u00e1 rodaram o mundo e escolheram morar e trabalhar aqui. Quando fundei a Tuppi, h\u00e1 15 anos atr\u00e1s, percebi que j\u00e1 existiam muitas ag\u00eancias com siglas e nomes em ingl\u00eas. Sempre acreditei que a gente n\u00e3o tem s\u00f3 a op\u00e7\u00e3o de olhar para fora, quando queremos buscar inspira\u00e7\u00e3o.<\/p>\n\n\n\n<h3 class=\"wp-block-heading\"><strong>Como a Tuppi Criatividade, localizada em um polo tur\u00edstico t\u00e3o grande, aborda o p\u00fablico local e os turistas para as campanhas publicit\u00e1rias que desenvolve? Existe alguma diferen\u00e7a na comunica\u00e7\u00e3o quando voc\u00ea est\u00e1 conversando com o p\u00fablico local e com os turistas?<\/strong><\/h3>\n\n\n\n<p class=\"wp-block-paragraph\">\u00c9 importante sermos claros e objetivos na comunica\u00e7\u00e3o com o turista, mas \u00e9 importante mantermos a nossa ess\u00eancia. Afinal, quem vem pra Bahia, quer se relacionar com os nossos costumes, tradi\u00e7\u00f5es e tamb\u00e9m pode aprender um pouco do nosso jeito de ser e de se comunicar.<\/p>\n\n\n\n<h3 class=\"wp-block-heading\"><strong>Qual a sua experi\u00eancia ao lidar com as particularidades e desafios das regi\u00f5es em que a Tuppi atua?<\/strong><\/h3>\n\n\n\n<p class=\"wp-block-paragraph\">Quem atua no mercado local conhece os detalhes, e isso \u00e9 um diferencial competitivo sobre quem s\u00f3 conhece as regi\u00f5es por alto. J\u00e1 liderei projetos espec\u00edficos para o Nordeste, de marcas do grupo Unilever, como o Sab\u00e3o em P\u00f3 ALA, que desenvolveu uma grande campanha de 25 anos. Atualmente, tamb\u00e9m desenvolvo um trabalho como Diretor de Cria\u00e7\u00e3o para marcas do grupo Heineken, como a cerveja Devassa, que esteve presente no Festival de Ver\u00e3o de Salvador e com grandes a\u00e7\u00f5es nos Carnavais da Bahia e Pernambuco. Mas acredito que o que credencia a Tuppi para atuar nesse mercado, \u00e9 a viv\u00eancia di\u00e1ria com anunciantes, parceiros, ve\u00edculos e fornecedores locais de pequeno e m\u00e9dio porte.<\/p>\n\n\n\n<h3 class=\"wp-block-heading\"><strong>Existem algumas empresas que optam por fazer a regionaliza\u00e7\u00e3o de marcas para v\u00e1rias lugares ao mesmo tempo. Quais s\u00e3o os principais desafios neste tipo de estrat\u00e9gia?<\/strong><\/h3>\n\n\n\n<p class=\"wp-block-paragraph\">O principal desafio \u00e9 fugir dos estere\u00f3tipos. Se o objetivo \u00e9 falar com o p\u00fablico nordestino, \u00e9 importante ter profissionais nordestinos na estrat\u00e9gia, na cria\u00e7\u00e3o e na aprova\u00e7\u00e3o das ideias tamb\u00e9m.\u00a0<\/p>\n\n\n\n<h3 class=\"wp-block-heading\"><strong>Quais conselhos voc\u00ea daria para empresas que desejam adotar uma estrat\u00e9gia de regionaliza\u00e7\u00e3o de marcas?<\/strong><\/h3>\n\n\n\n<p class=\"wp-block-paragraph\">Que contratem ag\u00eancias locais ou busquem ag\u00eancias que fa\u00e7am parcerias com ag\u00eancias locais. A Tuppi j\u00e1 trabalhou nos dois formatos e posso garantir que \u00e9 massa, d\u00e1 super certo.<\/p>\n\n\n\n<h3 class=\"wp-block-heading\"><strong>Finalizando nossa conversa, voc\u00ea acredita que a regionaliza\u00e7\u00e3o de marcas pode contribuir para a constru\u00e7\u00e3o de uma cultura de respeito, aceita\u00e7\u00e3o e valoriza\u00e7\u00e3o das diferen\u00e7as?<\/strong><\/h3>\n\n\n\n<p class=\"wp-block-paragraph\">Acredito que a comunica\u00e7\u00e3o precisa ser verdadeira para funcionar. O marketing regionalizado pode construir, sim, um movimento de respeito \u00e0 cultura local. Afinal, sotaque de novela n\u00e3o convence ningu\u00e9m. As grandes marcas j\u00e1 perceberam que existe muita gente boa e talentosa fora dos grandes centros e, para quem busca ampliar os horizontes, posso indicar duas entidades do mercado baiano que tenho orgulho em fazer ser Diretor: o Clube de Cria\u00e7\u00e3o da Bahia e o Sinapro-Bahia.<\/p>\n","protected":false},"excerpt":{"rendered":"<p>Conversamos com Lucas de Ouro, Fundador e Diretor de cria\u00e7\u00e3o da ag\u00eancia Tuppi Criatividade sobre estrat\u00e9gias de regionaliza\u00e7\u00e3o de marcas.<\/p>\n","protected":false},"author":7,"featured_media":1490,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"sfsi_plus_gutenberg_text_before_share":"","sfsi_plus_gutenberg_show_text_before_share":"","sfsi_plus_gutenberg_icon_type":"","sfsi_plus_gutenberg_icon_alignemt":"","sfsi_plus_gutenburg_max_per_row":"","footnotes":""},"categories":[3],"tags":[122],"class_list":["post-1489","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-featured-stories","tag-regionalizacao-de-marcas"],"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v28.3 - 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