Rui Esteves, co-founder of Vida e Caffe and CSG Portugal, on Building a Brand in South Africa
by Fred on 30/07/08 at 12:16 pm
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The video for last month’s Heavy Chef Session is up on Play.24.com and is well worth a look for anyone interested in brand building. Questions were put to Rui Esteves, architect behind Vida e Caffe and CSG Portugal brands, and his answers are fresh and intelligent.
Questions included:
-What was the thread between the brands you created?
-What set Vida apart?
-Why did you sell Fresh and Vida?
-How do you make a brand explode?
-How did you market Vida at the beginning?
-Is it the brand or the person behind the brand?
-How do you retain the brand architecture and remain innovative?
-How do you solve a brand gone wrong?
-When does brand extension work?
-What is the brand strategy behind CSG Portugal?
-Has the Internet changed brand building in the past 10 years?
-Does it help to be in a partnership when building a brand?
-How long did it take before you took a salary?
Fred Roed is the marketing guy in the Ideate crew. He runs a web marketing company called World Wide Creative and loves writing about people out there doing marketing right. View more articles by Fred.
