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Arquivo de Marcas Archives - TheDOMNetwork!


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As Principais Tendências e a Gestão de Ativos Intangíveis


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SEM e Redes Sociais Mexem com Sua Marca. Como Participar desta Batalha?


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Transformando o Business 2 Business em Business


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P: Como Justificar os Gastos e Investimentos em Ativos Intangíveis? R: Modelo IAM®

Empresas líderes dos mais variados segmentos têm utilizado a Metodologia IAM® para responder adequadamente às perguntas acima e, com isso, têm se mostrado mais eficientes na correta Identificação, Categorização, Medição e Gerenciamento dos chamados Ativos Intangíveis Estratégicos. (more…)


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É Possível Falar de Marketing Sustentável sem Ser Marketeiro?

O Desenvolvimento Sustentável constitui-se num conjunto de princípios relacionados ao suprimento das necessidades da geração atual, sem o comprometimento das necessidades das gerações futuras, considerando os impactos nas dimensões Econômica, Social e Ambiental (3Ps). Na prática isso significa a revisão do modelo atual de produção, distribuição, consumo e descarte. Algumas pessoas ainda vão além e defendem categoricamente a redução dos níveis consumo ou a substituição das matrizes básicas de produção-consumo. Marketing, por sua vez, é composto por um conjunto de competências que objetivam fazer com que as empresas vendam mais coisas para mais pessoas para obter uma fatia maior do mercado. Sendo assim, é possível falar de Marketing Sustentável?


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Marketing: Quanto Mais Maduro, Melhor

Governança Corporativa, a grosso modo, pode ser definida como o conjunto de princípios, políticas e processos que definem e regulam a forma como uma empresa deve ser gerida. Seu escopo abrange desde a valorização das diretrizes de transparência, até a concepção do modelo de gestão, adoção de melhores práticas, atribuição de responsabilidades, desenho dos modelos de relacionamento com os diversos públicos, seleção de métricas e indicadores, eleição de critérios e parâmetros para tomada de decisões mediante circunstâncias, dentre outros itens igualmente importantes.


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Construção de Reputação Corporativa através da Reputação dos Indivíduos

A única certeza estratégica que uma empresa ou profissional podem ter no contexto caótico atual de superexposição dos stakeholders a múltiplas mensagens de comunicação, promoção e branding é de que seu maior ativo reside na sua Reputação (Credibilidade e Imagem), construída ao longo de seu histórico de relacionamentos, posições, atitudes e entregas. Tal Reputação é o indicador que permite a cada stakeholder atribuir relevância e importância às informações que recebe continuamente da empresa, uma vez que, quando presentes, estas características tendem a agregar maior valor e alinhamento de objetivos e interesses entre empresa-clientes – bem como uma a chance maior de resposta, colaboração, impacto positivo ou call to action. (more…)


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E-Book – Marcas

E-Book Marcas DOM Strategy Partners 2010 View more documents from DOM Strategy Partners


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A Gestão de Intangíveis na História da Gestão Corporativa

Uma simples compilação das capas das principais revistas e jornais de negócios do mundo retrata que temas como conhecimento, talentos, marcas, sustentabilidade, relacionamentos, inovação, tecnologia e governança corporativa passaram a ser cada vez mais importantes para as empresas. Isso se deu porque os ativos intangíveis passaram a representar uma parcela significante do valor das empresas (ou a diferença entre seu valor de mercado e seu valor contábil). Uma outra maneira de avaliar a evolução da importância dos ativos intangíveis na economia é relembrar quais eram (e em que setores atuavam) as maiores organizações do mundo nas décadas passadas (ver tabela comparativa). A tabela acima é interessante, pois ilustra que, com exceção da General Mo


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DOMVideoBiz 002 – Contra-Governança

Neste programa, Daniel Domeneghetti explica o que é a contra-governança e como ela afeta a gestão de marcas.


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