Cultivating Purposeful Brands: Introducing the Árvore da Marca (Brand Tree) Framework.
Why do so many brands struggle to connect meaningfully? Often, it's because they haven't clearly defined their core purpose – their reason for existing beyond just products or services. Observing this challenge throughout my career, and fueled by my own journey of seeking clarity, I authored Árvore da Marca. This book tackles the perception of branding as complex and inaccessible by introducing the Brand Tree framework. Using a simple, nature-based analogy, it provides a practical, step-by-step guide for any professional, entrepreneur, or student to uncover a brand's authentic essence and build a solid foundation for lasting value and impact.
SEE YOUR BRAND WITH STRATEGIC EYE
Visualize your brand's entire ecosystem through the intuitive Brand Tree model, demystifying complex branding concepts by mapping core dimensions – from foundational Essence/Promise (Root) to tangible Product/Service (Fruits) – onto the familiar structure of a tree.
ROOT YOUR STRATEGY IN PURPOSE
Move beyond what your business does to uncover why it exists, using the practical Strategic Reflection exercises within the book to define your brand's authentic Essence/Promise (Root) and align your Attributes (Trunk) and Values (Bark) for focused market impact.
ACCESSIBLE TOOLS FOR ANY TEAM
This methodology provides a practical, step-by-step guide, making branding process accessible not just to marketers, but to entrepreneurs, students, and teams across any organization, regardless of size or prior experience.
*The full book detailing this framework is currently available in Portuguese. An English version coming soon.
