Antônia Martinelli Luperi launches the book ‘Branding in the era of social networks – taking care of brands has never been so important’
You know that expression “like father, like son”? It fits perfectly for Antônia Martinelli Luperi, 17, who, inspired by the example of her mother, Sandra Martinelli, CEO of ABA (Brazilian Association of Advertisers), will launch the book ‘Branding in the age of social media – taking care of brands has never been so important’ on the 20th, at Livraria da Vila on Alameda Lorena, in São Paulo, with a focus on generation Z. “Brands want to know how to connect with generation Z and there is nothing better than hearing our voice. Gen-Z wants authentic, transparent brands that make a difference in the world”, says the young woman.
Inspiration
I am the daughter of a marketing professional – my mother, Sandra Martinelli, has a 40-year career in the field and has been CEO of ABA (Brazilian Association of Advertisers) for 10 years. Since I was born, I have been involved in this world of marketing, both inside and outside my home, and I have become passionate about it over the years. My father and I always accompanied my mother to the Cannes Lions Festival, and at home, we always analyzed and commented on advertising campaigns. It is a fascinating world, and Brazil is a very creative country. As a young woman from Generation Z and a user of social media, I could not help but notice the entry of brands into these channels and, especially, the change in campaign formats compared to what we saw on TV or in magazines, for example. And that is what I decided to write about, to share my perspective, as a 17-year-old girl who belongs to this new generation, on how I am perceiving this movement of brand branding on social media.
Philip Kotler
Kotler is a reference for those who study marketing and, in his books, he had already predicted that social networks would cause a revolution in the advertising industry and that consumers would play a much more active role. In my book, I show how his ideas connect with what we see today on social networks: branding being used to build a positive and strong image of brands and create closer relationships with consumers.
Authenticity
Generation Z is demanding much more from brands. We want authenticity, transparency and purpose. This has made brands rethink their values, positions and the way they advertise. It’s no use just selling a product; the brand needs to show that it cares about the same things we do. It’s like an exchange: I consume your brand, but what are you giving in return to contribute to a better world, to preserve the environment, to a fairer society, to combat racism? If a brand says it supports a cause, we want to see concrete actions, not just pretty words. Young people today have a much clearer idea of what marketing and advertising are. Therefore, it is essential to be transparent in communications and be authentic when defending causes, or this will be questioned and questioned.
Era of cancellations
It is impossible to protect yourself 100%, but brands that act responsibly, that do not place ads in places that are not safe or trustworthy, that do not allow their names to be linked to fake news or to biased influencers or those with hate speech, can avoid the risk of cancellations. Since social media allows for large and rapid exposure, every care is needed to ensure the reputation of brands. This is the topic I discuss in one of the chapters of the book.
Content creators
Content creators know better than anyone how to connect with their audiences because they know their audiences, listen to what their followers are saying, and participate in real conversations. They create engaged communities that trust their opinions. Kotler once said that spontaneous conversations about brands have more credibility than advertising campaigns aimed at a specific audience, and this explains the success of influencer marketing and communities. Brands that are joining forces and learning from influencers and social media communities are coming out ahead.
