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Saturday, March 8 • 3:30pm - 4:30pm
Trustparency Study: How to Build Natural Brands

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In an increasingly collaborative world, consumers are not only more powerful, but increasingly skeptical and demanding - continually questioning and rethinking their relationships with brands. In this scenario, the process of building TRUST - the basis of any relationship - has changed dramatically. How does this borderless world impact our ability to TRUST? In order to investigate such an emotional subject, DRAFTFCB has developed a neuroscience-based study to understand how to encourage a more real and open dialogue between brands and consumers. The study was conducted under the Zaltman Metaphor Elicitation Technique (ZMET): developed at Harvard Business School, this methodology goes beyond our ability to rationalize, uncovering thoughts and motivations of our unconscious mind.
This Latinos in Tech session at the Holiday Inn is FREE and open to the public. However SXSW Interactive, Film, Gold and Platinum badges gain priority seating.

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avatar for Lia Bertoni

Lia Bertoni

Strategic PlannerGiovanni+DraftfcbGraduated in Communications from ESPM and has a professional certificate in Management from Harvard University. Specialist in branding and advertising, Lia has over 10 years of experience in advertising agencies working as a strategic planner for... Read More →
avatar for Pedro Cruz

Pedro Cruz

COOGiovanni+DraftfcbPedro graduated in Communications (Advertising & Marketing) from the Rio de Janeiro Federal University and has a MBA in International Luxury Brand Management from E.S.S.E.C. Paris - École Superieure des Sciences Économiques et Commerciales.

Saturday March 8, 2014 3:30pm - 4:30pm
Holiday Inn Town Lake, Lantana Ballroom 20 N IH 35

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