The company stood out in the dimensions of innovation, trust and presence in people’s lives
Google is the most influential brand in Brazil, according to the survey The Most Influential Brands Brasil by Ipsos, carried out for the 9th consecutive year. In the ranking dominated by technology companies, the company stood out in the dimensions of innovation, trust and presence in people’s lives.
According to Maria Clara Fleury, head of marketing insights and content at Google, the recognition is a reflection of the quest to connect with people and help them transform their lives.
“Looking at 2021 and also reflecting on 2020, I think of Google’s commitment to improving people’s lives, whether by organizing information on google and YouTube and making it accessible or supporting projects that reinforce our commitment to Brazil . And we see how technology has been used and transformed throughout the pandemic.”
According to the executive, the country is one of the 5 largest markets and the company always faces the challenge of showing itself to be increasingly relevant, putting people at the center of discussions. “We have a phrase that we use that is: ‘know the user, know the magic and connect the two’”, she explains, about the challenge of delivering and adapting solutions.
The top 10 of the ranking included Samsung, 2nd, YouTube, 3rd, Netflix, 4th, Americanas, 5th, occupying the top five places. And still Amazon, 6th; Mastercard and Facebook, 7th; Nestlé and Natura, 8th; Free Market, 9th; and Microsoft, 10th.
Participating in the analysis panel of the chosen brands, Hugo Rodrigues, Executive Chairman of WMcCann, an agency that works with Mastercard, Americanas and Microsoft, drew attention to how another dimension that makes up the research, that of “social responsibility”, did not present notes high.
According to the professional, ESG practices need to be used with more force, more practice and habits, and less speeches. “Challenge for us to look for next year,” he said. Among the 10 most influential brands, only Natura recorded a score above the average of 20% – the category accounted for 35% of the company’s assessment.
Representing Nestlé, which shared the eighth place with Natura, Barbara Sapunar, director of sustainability, communication and branding, said that the company has the challenge of conveying what it does without appearing to be practicing “greenwashing” – that is, advertising which it doesn’t actually do.
“We as a company have been investing in the milk, coffee and chocolate chain for many years. And with the ESG boom, we have to communicate more. And we believe that we do a lot and talk less than we do,” he explains. The brand entered the ranking pulled by the dimensions of trust, 28%, engagement, 26% – social responsibility represented only 15% of the score.
