education

IABC International Conference

The IABC International Conference is the leading international forum of its kind. More than 1,400 business communication professionals—decision makers in leading industries around the world—gather annually to learn the latest developments and best practices in communication and make connections that will advance their communication programs and careers.

Conference Session: M18

M18 /Vale brand project: How to implement a global brand

Date: Monday, 23 June
Time: 3–4:15 p.m.
Track: Marketing & Brand

In 2006, Vale, Brazil’s second most admired corporation, had achieved growth and diversification. It was time to communicate the company’s unique and compelling personality through a strong brand. Previously operating under four different names, Vale adopted a single name, a master brand architecture model and a unique positioning and logo, all of which celebrate the benefits of mining in a changing and dynamic world.

In this session, you will discuss the questions Vale asked to guide its brand strategy, including:

• What makes a compelling and memorable logo and visual identity?
• What does Vale’s current identity convey from a non-Brazilian/global perspective?
• Does Vale’s current visual identity successfully convey both a leading national brand as well as a reputable global player?

Presenter / Olinta Cardoso / Rio de Janeiro, Brazil, is Vale’s communication director. She is currently a member of the Corporate Council of the Rio de Janeiro Industry Federation (Firjan), the Consultative Council of the Canal Futura (Futura Channel) – TV Educativa, and the Trustee Council of the Roberto Marinho Foundation. Cardoso frequently participates in lectures and debates on communication and social responsibility.