All posts by CoolBrands People

Meeting Nazish Munchenbach from Granado in Ipanema

Nazish Munchenbach from Granado

It’s 10 a.m. on Wednesday morning and we’re heading to Ipanema to attend the launch of a new product line that is being presented by the cosmetics brand Phebo.

We’ve been invited by Nazish Munchenbach, the marketing and sales director at Granado, a well-established Brazilian cosmetics company.

“Hang on,” says Maarten, as we walk down Barao de Jaguaripe street. “I thought Nazish worked for Phebo. What’s the relation to Granado?”

“They’re basically sister brands,” I explain. “Granado is the main company that has existed since 1870 in Rio de Janeiro. It has a very solid, reliable reputation as an official supplier to the Brazilian Imperial Family – it’s used a lot by mothers. The younger sister, Phebo, was established in the early 20th century in Belem, in the Amazon, with lovely soaps, deodorant, talcum powder… And from today, make-up!”

“Ok, I see,” says Maarten. “So both brands have the same owner?”

“Yes, the company was bought years ago by Mr. Christopher Freeman, a Brit,” I say as we enter the beauty parlour in Ipanema where the launch is being held.

Nazish spots us immediately and comes over to greet us. “I’m so glad you could make it!” she says. “Please come further.”

Granado store
Granado store

As we wander through the collection, Nazish tells us a bit about her background: born to Indian parents, lived in Pakistan, the States, Germany and France. “And then I landed in Rio thirteen years ago,” she says with a smile.“You know, until I came here I always felt different, I never felt I belonged. But then I came to Brazil and here everyone is different, and so it meant I finally felt at home.” Nazish now lives here with her French husband and two children and has been working at Granado for 9 years.

“I still love it,” she says as she looks around. “And I love what we have built – what we are still building.”

“Tell us more about that,” Anouk says. “Granado was a well-established brand since the 19th century wasn’t it? What did you build?”

Logo CoolBrands WomenNazish smiles. “Well, you’re right that it existed since 1870, but over time, it had become just a product, a talcum powder, not a brand. That was the challenge: building a brand out of a product that was perceived as good, but old-fashioned.”

“I see, so the quality was already there, you just had to improve the image?” I ask. “Upgrading the brand as it were…”

“Exactly,” says Nazish. “And I took on that challenge; I had a background in cosmetics, working with top brands like L’Oreal, Shiseido and SC Johnson, but this was different because it was a family business.”

“That must have been quite a change after working for transnational corporations!” says Anouk.

“It really was, but I immediately loved it and today I feel part of the family. It wasn’t easy in the beginning, but we worked hard. I teamed up with Mr. Freeman’s daughter, Sissi, who also had a background in marketing to build a strong basis and generate continuity for the brand.”

“Kind of like bridging the generational gap?” I ask. “Building on the original values and strengthening them, but then also rejuvenating the brand to meet the expectations of today’s customers,” I say as I pick up one of the samples.

Grenado, Phebo, Nazish Munchenbach
Nazish Munchenbach (R), Marketing and Sales Director at Granado

“That’s exactly right,” says Nazish. “That was one aspect. But we also expanded Phebo, with a new ‘all Brazilian’ make-up product line: no fragrance, no faces, but the Brazilian flower, bromelia, for brand recognition.”

“Okay,” says Anouk. “And how did that strengthen the brand?”

“By building the Granado and Phebo brands, I believe we contributed to an important shift in people’s attitudes,” says Nazish. “Ten years ago, people here only wanted international brands. Those were the ones that represented quality, style and status. Of course the Brazilian products existed, but no one cared about them. People bought them, but not with pride.

“Today, that has changed. Brazil is a state of mind, people want to be here, they are proud to be Brazilian,” she says as she looks around the store. “This is something we are very proud of. And we believe Granado and Phebo contributed to it as well.”

© 2013 CoolBrands – Around the World in 80 Brands

Read more stories on:
www.aroundtheworldin80brands.com
www.coolbrandshouse.com

Order a book on:
www.coolbrands.org

Tags: Coolbrands, Coolbrands Around the World in 80 Brands, Brands with a Purpose, Storytelling,  Global Storytelling Campaign, third party storytelling, Meeting Nazish Munchenbach, Nazish Munchenbach, Nazish, Phebo,  Granado, cosmetic brands Brazil, marketing and sales director at Granado

Meeting Cristiana Arcangeli in São Paulo

Logo CoolBrands Women“Why don’t you meet me at Ibirapuera Park?” Cristiana had said when I spoke to her on the phone. “We can enjoy the greenery and talk at the same time. When I’m in Sao Paulo I want to stay in touch with nature as much as possible.

“Sounds great,” I told her. After I hung up, I took my iPad to look up directions to the park. And at the same time, I thought, I could quickly Google Cristiana to learn more about her work.

But as soon as the search results appear, I see that “quickly” learning more about Cristiana won’t be possible: as a super successful businesswoman who started her career in the 1980s, she has launched a variety of cosmetic companies and brands and become one of Brazil’s most popular media personalities focused on beauty and well-being. She appears regularly on TV and radio and has published several books on health and beauty.

Meeting Cristiana Arcangeli in São Paulo
Meeting Cristiana Arcangeli in São Paulo

“This is going to be an interesting meeting,” I think as I get to the park and head for the Museu de Arte Moderna where we have arranged to meet. Cristiana is waiting for me on a bench, an elegantly dressed woman. “Nice to meet you,” she says with a radiant smile. “Let’s walk to the lake, that way.” As we stroll along, Cristiana tells me about her work.

“Even though I trained as a dentist, beauty was always my passion,” she says, “the different companies and businesses I established all focused on beauty and cosmetics.”

“I was reading a little about your work online, I tell her, “it seemed to me that sustainability and environmental awareness have often been an underlying themes in the products and brands you have created – is that right?”

“Those are definitely themes I care a lot about. Over time, I have focused on many aspects: recycling, environmental protection…” She stops to look out over the lake and then continues: “And the products I have developed use natural ingredients, more recently also organics. I think you can say there’s a holistic aspect to my vision on beauty and I’ve always tried to integrate health consciousness into my beauty products. Beauty is not only about looks and the exterior, it’s also about inner beauty and wellbeing.”

“Right, I noticed that, especially in your latest brand line: beauty’In,” I say as we cross a bow bridge over the lake.

“Exactly,” Cristiana says with a proud smile. “Beauty’In is a unique innovation, combining the pleasure of food, the healthy aspects of vitamins, and new cosmetic technologies. So far, we’ve launched seven product lines including drinks, candy bars, tea and chocolate, which all contain unique ingredients that have cosmetic and health benefits.”

“I’d love to try it! Where can I get the products?” I ask.

Cristiana laughs. “Well, all over Brazil. And it’s also been launched in the UK at Selfridges.”

“Great!” I say, “so you are going international, are you?”

“That’s my new challenge!” says Cristiana with a determined smile, “building a successful global beauty company from within the brand. The products are a big success, now it is time to turn the product fans into brand fans and expand.”

After our meeting, I take a taxi back to my address in Morumbi, where a parcel has been delivered for me with the beauty’In® logo on it. I quickly open the bag and find a selection of beauty drinks, bars and even a slab of chocobeauty. I open the attached note: “Enjoy! Let me know what think! Abraco, Cristiana.”

© 2013 CoolBrands – Around the World in 80 Brands

Read more stories on:

www.coolbrandshouse.com
www.aroundtheworldin80brands.com

Order a book on:
www.coolbrands.org

Tags: coolbrands, coolbrands around the world in 80 brands, around the world in 80 brands, 80 brands, Anouk, Anouk Pappers, Around the world, Brand Anthropologist, Brands with a Purpose, By Maarten Schäfer, storytelling, CoolBrands Storytelling, Global Storytelling Campaign, Maarten Schafer, Storytelling Guru, third party storytelling, Meeting Cristiana Arcangeli, Cristiana Arcangeli, businesswoman  Brazil, Brazil’s media personality on beauty and well-being, health and beauty Brazil, beauty and cosmetics Brazil, brazil entrepreneur, recycling, environmental protection, organics cosmetic products brazil , holistic aspect to vision on beauty, holistic approach on beauty, holistic approach beauty brazil, health consciousness into beauty products, inner beauty and wellbeing, beauty’In, Beauty’In  unique innovation, beauty unique innovation, beauty unique innovation cosmetic products, beauty unique innovation brazil, cosmetic and health benefits, cosmetics and health benefits cosmetic products, global beauty company,  beauty’In®,  chocobeauty, slab of chocobeauty,  super successful businesswoman , super successful businesswoman brazil, sustainability and environmental awareness  in beauty products, natural ingredients beauty products, natural ingredients beauty products brazil

Meeting Clara, the ICE lady in Lagos

We met Clara Chinwe Okoro in Cannes during the Lions Awards Festival.
“I’m from Nigeria,” she said. “I love the landscapes, the untouched virgin spaces and the almost invincible way of life that defines my country.” We were having a coffee at the Mocca, opposite the Palais des Festivals when she said: “If you are looking for a true definition of the word ‘chaos’, you need look no further than the way we live. But the chaos has steeled my spirit.”

Meeting Clara Okoro from ICE - CoolBrands Around the World in 80 Brands
Meeting Clara Okoro – Brandworld Media – CoolBrands Around the World in 80 Brands

As to our question what she was doing at an advertising festival in Cannes, she answered: “I’m the founder of a company called Brandworld Media, which was set up to preach the gospel of branding to Africa. I am here to listen to and interview people with an interesting vision on branding. I can then share those stories back home with my audience.”

“Interesting,” I said. “What was your vision on brands and branding when you set up Brandworld Media?”

“My belief was that brands were the new wealth creator in any modern economy and my assignment was to use the media as a tool for bringing prosperity to Africa. Twelve years on and the dream is still soaring, despite the scars and sometimes even nightmares.

“Actually, speaking of the people I am interviewing,” Clara continued, “why don’t I interview you for Brandworld Media here in Cannes. When you come to Nigeria for your project Around the World in 80 Brands, you can then interview me for your book.”

“That sounds like a plan,” I said.

And here we are, in Lagos, Nigeria, six weeks after our first meeting in Cannes. The meeting is set on the campus of the Logo CoolBrands WomenUniversity of Lagos, bordering the Lagoon. “I love this place,” Clara says. “It’s like an oasis in this huge city. I come here quite often and just sit by the waterfront overlooking the lagoon.” We look at the large surface of water, which is cut in half by the Third Mainland Bridge that connects the mainland to Victoria Island, aka VI.

“Another reason why I like it here is being in the presence of young people. Not too long ago I started ICE, a platform for trend forecasting on how youths consume brands.”

“Interesting,” I say. “What does ICE stand for? I’m curious to know what this word inspires in a tropical country.”

Clara laughs: “ICE is an acronym for Intelligence, Culture and Evolution,” she says. “Through ICE Magazine our role is to provide the market intelligence for brands on one side and define and safeguard the cultural context on the other.

“I am determined to use the ICE medium to transform the thinking process of the Nigerian youth,” Clara continues. “I want them to understand that the power to create the future they desire is theirs.”

“That’s cool,” I say. “What’s cooler than cool?” Clara asks. “ICE cool!” we say at the same time.

© 2012 CoolBrands – Around the World in 80 Brands

READ MORE STORIES:

interview with Anouk Pappers and Maarten Schafer  INTERVIEW WITH MAARTEN SCHÄFER AND ANOUK PAPPERS

Meeting Jacqueline Lampe - AMREF - CoolBrands Around the World in 80 Brands  MEETING JACQUELINE LAMPE IN TANZANIA – AMREF FLYING DOCTORS

Meeting Ken Egbas from SERAs - CoolBrands Around the World in 80 Brands  MEETING KEN EGBAS, THE MAN BEHIND NIGERIA CSR AWARDS

Pepsi - Meeting Richard Lee  MEETING RICHARD LEE IN SHANGHAI – PEPSI

Meeting Satellite Sister Liz Dolan - CoolBrands Around the World in 80 Brands  MEETING SATELLITE SISTER LIZ DOLAN – FOX INT. CHANNELS

Read more stories on:


www.coolbrandshouse.com
www.aroundtheworldin80brands.com

Order a book on:

www.coolbrands.org

Tags: Around the World in 80 Brands, Around the World, 80 Brands, Around the World in 80 days, CoolBrands Storytelling, Storytelling, CoolBrands, cool storytelling, third party storytelling, creating talk value, storytelling, clara chinwe okoro, meeting clara chinwe okoro, clara, chinwe okoro, okoro, meeting ICE, ICE, ICE magazine, ICE berg party, ICE berg, brandworld, brandworld tv, meeting brandworld, Nigeria, lagos, meeting brandworld media, brandworld media, 

Dirt is Good – Aline Santos Farhat from OMO

We’re in Aline Santos Farhat’s office at the Unilever headquarters, a light and airy suite with a view over São Paolo. We’re lucky to be in town at the same time as Aline: as OMO’s Global Senior Vice President, she seems to be constantly on the move.

OMO Dirt is Good - Aline Santos Farhat - CoolBrands Around the World in 80 Brands
OMO Dirt is Good – Aline Santos Farhat – CoolBrands Around the World in 80 Brands

“It’s part of the job, since OMO is present in more than 70 countries,” she says as we sit down at a large round table. “I have to liaise with all the local marketing departments and make sure that the brand messaging is in tune across the board so that the brand potential is truly unleashed.”

“And what is that message?” I ask. “Last time we met you told us briefly about OMO’s Dirt is Good campaign, but how do you develop such a concept to suit your widely diverse markets across the globe?”

A truly global brand

“This is exactly the question Unilever faced back in 2002,” Aline says with a smile. “We had a product with over 40 different brand names worldwide, all with their own packaging, positioning and advertising.”

She pulls up a set of slides on her iPad and shows us the different brand campaigns from the early 2000s. It is immediately clear that OMO’s message in Brazil was quite different from the brand image of Surf in India, Skip in France or Breeze in Thailand, which in turn seemed to have little to do with the brand positioning of Persil in the UK, Ala in Argentina or Rinso in Indonesia.

“Wow,” says Maarten, “talk about a challenge! I see what you mean: the brands were very diverse in their messaginLogo CoolBrands Womeng.” “Yes and no,” says Aline as she shuts down the presentation and turns back to us. “Yes, because the messages were so out of tune with each other that there was no global positioning – no strong single message.”

The threat of commoditisation

“But on another level, OMO and its sister brands were just detergents telling the same old story that dirt is bad, with nothing to distinguish OMO from the rest of the market. OMO was sending out more or less the same message as everyone else, using the same language and the same images. That is a great danger in this market: the threat of commoditisation.”

As Aline explains this, I try to think of recent detergent campaigns and realise that I can’t clearly remember a single one – they all seem to blend into a single ad about micro particles deeply penetrating fibres and lifting away stains, and mothers hanging bright white sheets on clotheslines.

“You’re right,” says Maarten, “if you think about it, all the detergent brands’ messages were the same, promising ‘stain removal’, ‘best ever results’, etcetera… it was all totally forgettable.”

OMO Dirt is Good - Aline Santos Farhat - CoolBrands Around the World in 80 Brands
OMO Dirt is Good – Aline Santos Farhat – CoolBrands Around the World in 80 Brands

Brand with a purpose

“Exactly,” says Aline. “Unilever realised that we needed to take a different approach: we needed a purpose. We didn’t want to just be talking about ketchup stains anymore; we wanted to ladder up from a product to a human idea. We needed a relevant message that mothers would remember even after the laundry was folded away in the cupboard. Brands without a greater purpose have no future in today’s competitive market.”

“And this is where Dirt is Good comes in!” I say. “I’m starting to see the genius of this strategy. Dirt is Good conveys a radically different message and instantly distinguishes you from the rest of the market. It is an intriguing message from a detergent brand, so it grabs consumers’ attention.”

“That’s right, but it’s only one part of it,” says Aline with a confident smile. “Cleaning children’s clothes was nothing new, and if we just celebrated the enjoyment of getting dirty, the brand would never have become so successful. Instead, we started promoting the idea that there is some deeper benefit to be had from getting dirty. We conducted global research directly with mums to help us really understand their concerns, so we knew this idea would resonate with them. With a line that ‘There’s no Learning without Stains’, OMO started to show how getting dirty is an integral part of children’s development.”

The right to play

“We are encouraging mothers to let their kids play, explore and discover. Let them dig into the sand and the mud, make paintings, climb in trees, play football – anything that will stimulate their minds and help them grow mentally and physically. The message to mothers is: ‘You take care of your child’s development, we will take care of the laundry.’”

“Very cool,” says Maarten, “from being ‘just another detergent’, you are now taking a stand for children’s rights and really engaging in a global debate.”

“It has been a huge challenge, but also a great success that has resonated globally in all the very diverse markets we operate in.”

“Yeah, so tell us how you translated this core concept into advertising campaigns in different markets,” I say.

Aline immediately opens up another set of slides on her iPad. “In Africa and some parts of Latin America, we showed children overcoming their fears and getting dirty in the process.

“In Vietnam, the brand has such an iconic status that we managed to influence the government and change the school curriculum with our Dirt is Good campaign. Now kids in Vietnam get recess during the school day, and therefore time to play and develop,” says Aline.

“In the UK, our PR film featured a little girl baking a cake. She gets her clothes all sticky in the process, but she is thrilled to be mixing the ingredients and decorating the cake all on her own.

“By telling these small personal stories in local contexts, we really struck a chord with mothers and built up huge brand loyalty at a global level. Obviously, this great brand purpose has to be supported by a great detergent,” Aline concludes, as she shuts down the presentation.

Child development okay, but what about the profit?

“So what has this meant for sales?” Maarten asks. “Does engaging in a deeper purpose like child development actually translate into tangible growth?”

“Absolutely, all you have to do is look at the figures: in less than a decade OMO has seen double-digit growth year on year, from less than $400 million to over $3 billion. It has become one of the biggest Unilever brands.”

“Wow,” I say as I look at Maarten and then back at Aline, “the ultimate proof, if we still needed it, that dirt really is good!”

© 2012 CoolBrands – Around the World in 80 Brands

READ MORE STORIES:

Pepsi - Meeting Richard Lee  MEETING RICHARD LEE IN SHANGHAI – PEPSI

Meeting GE healthymagination - CoolBrands Around the World in 80 Brands  MEETING GE IN NY – HEALTHYMAGINATION

Meeting Etisalat - Essa Alhaddad - CoolBrands Around the World in 80 Brands  MEETING ESSA ALHADDAD IN ABU DHABI – ETISALAT

Meeting Richard Branson at TED  MEETING RICHARD BRANSON AT TED


OMO Dirt is Good - Aline Santos Farhat - CoolBrands Around the World in 80 Brands  A WALK IN THE PARK WITH ALINE SANTOS FARHAT – MEETING OMO

Read more stories on:





www.coolbrandshouse.com


www.aroundtheworldin80brands.com

Order a book on:





www.coolbrands.org

Tags: Meeting Alina Santos Farhat, Meeting OMO, CoolBrands Meeting Alina Santos Farhat, CoolBrands Meeting OMO, Global Storytelling Campaign, Storytelling, OMO  sustainability, OMO Brazil, OMO, Sustainability, Cool Sustainability, People Planet Profit, CoolBrands Global, Senior Global Vice-president for OMO at Unilever, Dirt is Good, Aline Santos Farhat, Aline, Santos Farhat, Global Storytelling Campaign, Anouk Pappers, Maarten Schafer, Around the World in 80 Brands, Around the World, 80 Brands, Around the World in 80 days, CoolBrands Storytelling, Storytelling, CoolBrands