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Content preview: “O marketing é crucial para diferenciar a marca” –
Marta Vaz de Carvalho, ex-marketeer proprietária da Scoop Gelato A experiência
em marketing foi crucial para construir a marca desta gelataria, no Largo
da Princesa, em Lisboa. Ler Mais
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[1]=0A=0A =
[2]=0A=0A [3]=E2=80=9CO marketing =C3=A9 crucial para diferenciar a =
marca=E2=80=9D =E2=80=93 Marta Vaz de Carvalho, ex-marketeer=0A propriet=
=C3=A1ria da Scoop Gelato=0A=0A A experi=C3=AAncia em marketing foi cruci=
al para construir a marca desta gelataria, no Largo da=0A Princesa, em Li=
sboa.=0A [4]Ler Mais=0A=0A =
[5]=0A=0A =
ACTUALIDADE=0A=0A [6]Da roupa para os artigos de casa: La R=
edoute quer =E2=80=9Cvestir a casa dos consumidores=E2=80=9D e=0A aposta =
em produtos pr=C3=B3prios e nacionais=0A=0A A marca francesa tem vindo a =
destacar-se cada vez mais em artigos para a casa e em=0A decora=C3=A7=
=C3=A3o, especialmente desde a pandemia. =C3=89 isso que relata Paulo Pinto=
, CEO da La Redoute=0A Portugal, em entrevista =C3=A0 Marketeer.=0A=0A =
[7]=0A=0A=0A [8]Nossa =
=C3=A9 l=C3=ADder entre as ag=C3=AAncias de comunica=C3=A7=C3=A3o com melho=
r reputa=C3=A7=C3=A3o no pa=C3=ADs=0A=0A A consultora OnStrategy apresent=
ou os resultados do estudo de Reputa=C3=A7=C3=A3o de Marca em=0A Portugal=
referente ao ano de 2024, em conformidade com a certifica=C3=A7=C3=A3o das=
normas ISO20671=0A (avalia=C3=A7=C3=A3o de estrat=C3=A9gia e for=C3=
=A7a) e ISO10668 (avalia=C3=A7=C3=A3o financeira).=0A=0A =
[9]=0A=0A E=
DI=C3=87=C3=83O IMPRESSA=0A=0A =
=0A=0A * 23=C2=AA Confer=C3=AAncia Marketeer=0A * TikTok | Marcas d=
e Luxo a crescer=0A * Scalpers | Cresce mais de 20%=0A * Turismo | =
Alentejo premium=0A * Cadernos Especiais=0A=0A =
[10]ASSINAR=0A=0A =
[11]=0A=0A [12]=0A [13]Retorno sobre o investimento nas campanhas pu=
blicit=C3=A1rias excede expectativas=0A=0A Baseada na an=C3=A1lise de 153=
7 campanhas que atingiram os seus objetivos, a pesquisa mostra que=0A um =
ROI m=C3=A9dio de 2,5:1 significa que, em m=C3=A9dia, um investimento publi=
cit=C3=A1rio de um milh=C3=A3o de=0A d=C3=B3lares gera 2,5 milh=C3=B5es d=
e d=C3=B3lares de lucro l=C3=ADquido, excluindo os custos da campanha.=0A=
=0A [14]=0A [15]Marcas, design e emo=C3=A7=C3=B5es: Como um rebranding =
pode gerar revolta e pol=C3=A9mica=0A=0A Quando o Atl=C3=A9tico de Madrid=
decidiu simplificar o seu ic=C3=B3nico escudo, mudando o log=C3=B3tipo,=0A=
muitos esperavam aplausos pelo design mais limpo e moderno. Mas a rea=
=C3=A7=C3=A3o dos adeptos foi=0A t=C3=A3o marcante que o clube teve de vo=
ltar ao original.=0A=0A [16]=0A=
=0A=0A [17]A hist=C3=B3ria por tr=C3=A1s do famoso logotipo d=
o crocodilo da Lacoste=0A=0A Trata-se de um dos s=C3=ADmbolos =
mais emblem=C3=A1ticos de uma marca francesa.=0A=0A =
[18]=0A=0A=0A [19]Chamemos=
-lhe Marketing de Crise=0A=0A Opini=C3=A3o de Mar=
ta Ara=C3=BAjo, CEO da LikeBrands=0A=0A =
[20]=0A=0A=0A [21]Havas Media Portugal: B=
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=C3=A7=C3=A3o de pr=C3=A1ticas sustent=C3=A1veis, influenciando=0A compor=
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[22]=0A=0A=0A [23]Jaba Recordati: O futur=
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=C3=A7=C3=A3o em estrat=C3=A9gias de sustentabilidade, que n=C3=A3o s=C3=
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=E2=80=9CO marketing =C3=A9 crucial para diferenciar a marca=E2=80=9D =
=E2=80=93 Marta Vaz de Carvalho, ex-marketeer=0A propriet=C3=A1ria da Scoop=
Gelato=0A=0A A experi=C3=AAncia em marketing foi crucial para construir a =
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in-top-alt:1px; display:table-cell !important;" class=3D"easygoi-header-tab=
le-td-responsive">=C2=A0</td>
</tr>=0A</table> <div style=3D"background:#ffffff; display:flex; margin-=
top: -2px"> <div class=3D"pixel-darkgoi" style=3D"width:1px;height:1px;"></=
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line-height:2px; mso-margin-top-alt:2px;" width=3D"3" height=3D"2" align=3D=
"middle" border=3D"0" alt=3D""> </div> =0A <table align=3D"center" b=
order=3D"0" cellpadding=3D"0" cellspacing=3D"0" width=3D"800" bgcolor=3D"#f=
fffff" style=3D"border-collapse:collapse;">=0A=09=09=09=09=09=09<tr>=0A =
<td colspan=3D"3" height=3D"20"></td>=0A=0A =
</tr>=0A=0A <tr>=0A =
<td colspan=3D"3">=0A <img src=3D"https://mar=
keteer.sapo.pt/wp-content/uploads/2025/01/topo-marketeer.png" width=3D"800"=
height=3D"130" style=3D"display:block;" border=3D"0"/>=0A =
</td>=0A=0A </tr>=0A=0A <tr>=0A =
<td height=3D"20"></td>=0A=0A </tr>=0A=0A <tr>=0A <td colspan=
=3D"1"> =0A <a href=3D"https://newsletter.multipublicacoes.pt/go=
/ba1bb93be-8fbf9df7d9-28b82907bb2bf2901342e535994693ae11Dec9e18Rlvedple9uOh=
m" class=3D"underline"><img src=3D"https://marketeer.sapo.pt/wp-content/upl=
oads/2024/05/bp-banner-parceiros-800x100-1.png" width=3D"800" /></a> =
</td>=0A=0A </tr>=0A=0A=0A=0A=0A <tr>=0A =
<td height=3D"10"></td>=0A=0A =
</tr>=0A=0A <tr>=0A <td=
width=3D"800">=0A <table border=3D"0" cellpadding=3D"0" align=3D"center=
" cellspacing=3D"0" style=3D"max-width: 800px">=0A <tr style=3D"widt=
h: 100%;">=0A <td>=0A <table border=3D"0"=
cellpadding=3D"0" cellspacing=3D"0">=0A <tr>=0A =
<td valign=3D"top" align=3D"left" height=3D"216" st=
yle=3D"width: 390px; text-align: left; padding-top: 10px; padding-right: 10=
px; padding-bottom: 10px;"> =0A <a href=3D"h=
ttps://newsletter.multipublicacoes.pt/go/ba1bb93be-8fbf9df7d9-28b82907bb2bf=
2901342e535994693ae11Dec9e18Rlvedple9uTBV" target=3D"_blank" class=3D"under=
line">=0A <img src=3D"https://marketeer.=
sapo.pt/wp-content/uploads/2025/01/scoopgelato-1.png" width=3D"390" height=
=3D"216" alt=3D"ED" style=3D"display:block; width: 390px !important;" borde=
r=3D"0"/>=0A </a>=0A =
</td>=0A=0A </tr>=0A=0A </tab=
le>=0A </td>=0A=0A <td align=3D"left" valign=3D"t=
op" style=3D"width: 400px;">=0A <table border=3D"0" cellpadd=
ing=3D"0" cellspacing=3D"0">=0A <tr>=0A =
<td height=3D"10"></td>=0A=0A </tr>=0A=0A =
<td valign=3D"top" style=3D"padding-right: 10px; width: 390px;"=
>=0A <span style=3D"font-size:22px;">=0A =
<strong>=0A <a href=3D"https=
://newsletter.multipublicacoes.pt/go/ba1bb93be-8fbf9df7d9-28b82907bb2bf2901=
342e535994693ae11Dec9e18Rlvedple9uTBV" target=3D"_blank" style=3D"text-deco=
ration: none; font-family: 'trebuchet ms',helvetica,sans-serif !important;c=
olor: #1e1a1b;">=E2=80=9CO marketing =C3=A9 crucial para diferenciar a marc=
a=E2=80=9D =E2=80=93 Marta Vaz de Carvalho, ex-marketeer propriet=C3=A1ria =
da Scoop Gelato</a>=0A </strong>=0A =
</span>=0A </td>=0A=0A </table=
>=0A <table border=3D"0" cellpadding=3D"0" cellspacing=3D"0"=
>=0A <tr>=0A <td valign=3D"top" s=
tyle=3D"padding-right: 10px; display: block; width: 390px; ">=0A =
<span style=3D"font-size:16px;">=0A =
<span style=3D"margin: 0px; color: rgb(0, 0, 0); font-family: 'tre=
buchet ms',helvetica,sans-serif !important;"><p>A experi=C3=AAncia em marke=
ting foi crucial para construir a marca desta gelataria, no Largo da Prince=
sa, em Lisboa.</p>=0A</span>=0A </span>=0A =
</td>=0A=0A </tr>=0A=0A =
<tr><td style=3D"text-align: right">=0A <a =
style=3D"background-color:#da1f26;border-width:1px;border-style:solid;borde=
r-image:none 100% / 1 / 0 stretch;border-radius:2px;color:rgb(255, 255, 255=
);font-family:arial, helvetica, sans-serif;font-size:16px;line-height:36px;=
text-align:center;text-decoration:none;width:130px;max-width:130px;cursor:p=
ointer;font-weight:bold;display:inline-block !important;mso-hide:all;" type=
=3D"normal" originalwidth=3D"250px" originalheight=3D"36px" href=3D"https:/=
/newsletter.multipublicacoes.pt/go/ba1bb93be-8fbf9df7d9-28b82907bb2bf290134=
2e535994693ae11Dec9e18Rlvedple9uTBW">Ler Mais</a></td>=0A</tr>=0A=0A =
</table>=0A </td>=0A=0A </tr>=0A=0A </table>=
=0A =0A</td>=0A=0A </tr>=0A=0A=0A =
<tr>=0A <td height=3D"20"></td>=0A=0A </tr>=0A=0A =
=0A <tr>=0A <td colspan=3D"1"> =0A <a href=3D"https://=
newsletter.multipublicacoes.pt/go/ba1bb93be-8fbf9df7d9-28b82907bb2bf2901342=
e535994693ae11Dec9e18Rlvedple9uScG" class=3D"underline"><img src=3D"https:/=
/marketeer.sapo.pt/wp-content/uploads/2025/01/banner-save-the-date-24-conf-=
mkt.png" width=3D"800" /></a> </td>=0A=0A </tr>=0A=0A =0A <=
tr>=0A <td height=3D"20"></td>=0A=0A </tr>=0A=0A =0A =
<tr>=0A =
<table align=3D"center" style=3D"width: 800px; background=
-color: #da1f26;">=0A <td width=3D"1=
0"></td>=0A=0A <td valign=3D"top" st=
yle=3D"padding-bottom: 4px; padding-top: 4px; display: block; width: 100%;"=
>=0A <span style=3D"color: rgb(2=
55,255,255); font-size: 17px;font-family: 'trebuchet ms',helvetica,sans-ser=
if !important;">ACTUALIDADE</span>=0A =
</td>=0A=0A </table>=0A=0A =
</tr>=0A=0A=0A =
=0A=0A <table border=3D"0" cellpadding=3D"0" align=3D"cen=
ter" cellspacing=3D"0" style=3D"max-width: 800px">=0A <tr style=3D"w=
idth: 100%;">=0A <td align=3D"left" valign=3D"top" style=3D"widt=
h: 392px;">=0A=0A <table border=3D"0" cellpadding=3D"0" cell=
spacing=3D"0" style=3D"">=0A <tr><td height=3D"23"></td>=
=0A</tr>=0A=0A <tr>=0A <td valign=
=3D"top" style=3D"padding-left: 4px; padding-right: 4px; text-size-adjust: =
100%; display: block; width: 392px; mso-table-lspace: 0pt;mso-table-rspace:=
0pt;-ms-text-size-adjust: 100%;-webkit-text-size-adjust: 100%;mso-line-hei=
ght-rule:exactly; ">=0A <strong>=0A =
<span style=3D"font-size:22px;">=0A =
<a href=3D"https://newsletter.multipublicacoes.pt/go/ba1bb93=
be-8fbf9df7d9-28b82907bb2bf2901342e535994693ae11Dec9e18Rlvedple9uTBX" targe=
t=3D"_blank" style=3D"text-decoration: none; font-family: 'trebuchet ms',he=
lvetica,sans-serif !important;color: #1e1a1b;">Da roupa para os artigos de =
casa: La Redoute quer =E2=80=9Cvestir a casa dos consumidores=E2=80=9D e ap=
osta em produtos pr=C3=B3prios e nacionais</a>=0A =
</span>=0A </strong>=0A =
</td>=0A=0A </tr>=0A=0A </table>=0A=
=0A <table border=3D"0" cellpadding=3D"0" cellspacing=3D"0">=
=0A <tr>=0A <td valign=3D"top" st=
yle=3D"color: rgb(0, 0, 0); padding-left: 4px; text-size-adjust: 100%; disp=
lay: block; width: 392px; mso-table-lspace: 0pt;mso-table-rspace: 0pt;-ms-t=
ext-size-adjust: 100%;-webkit-text-size-adjust: 100%;mso-line-height-rule:e=
xactly; ">=0A <span style=3D"font-size:16px;">=
=0A <span style=3D"font-weight: normal; marg=
in: 0px; color: rgb(0, 0, 0); font-family: 'trebuchet ms',helvetica,sans-se=
rif !important;"><p>A marca francesa tem vindo a destacar-se cada vez mais =
em artigos para a casa e em decora=C3=A7=C3=A3o, especialmente desde a pand=
emia. =C3=89 isso que relata Paulo Pinto, CEO da La Redoute Portugal, em en=
trevista =C3=A0 Marketeer. </p>=0A</span>=0A </s=
pan>=0A </td>=0A=0A </tr>=0A=0A =
</table>=0A=0A </td>=0A=0A=0A <td align=
=3D"left" valign=3D"top" style=3D"width: 400px;">=0A <table =
border=3D"0" cellpadding=3D"0" cellspacing=3D"0" style=3D"border-collapse: =
collapse; text-size-adjust: 100%; width: 390px;">=0A <tr=
>=0A <td height=3D"7"></td>=0A=0A =
</tr>=0A=0A <tr>=0A <td valign=
=3D"top" align=3D"left" height=3D"auto" style=3D"width: 390px; text-align: =
left; padding: 10px 0px 10px 10px;">=0A <a href=
=3D"https://newsletter.multipublicacoes.pt/go/ba1bb93be-8fbf9df7d9-28b82907=
bb2bf2901342e535994693ae11Dec9e18Rlvedple9uTBX" target=3D"_blank" class=3D"=
underline">=0A <img alt=3D"Marketeer" src=3D=
"https://marketeer.sapo.pt/wp-content/uploads/2025/01/design-sem-nome-2025-=
01-20t110932648.jpg" width=3D"390" height=3D"216" style=3D"display:block;"/=
>=0A </a>=0A </td>=0A=0A =
</tr>=0A=0A </table>=0A </td>=
=0A=0A </tr>=0A=0A </table>=0A<table align=3D"center" style=3D"wi=
dth: 800px;">=0A<tr>=0A=0A=09<td height=3D"7"></td>=0A=0A=0A</tr>=0A=0A<tr>=
=0A=09<td height=3D"1" bgcolor=3D"#da1f26" style=3D"width: 100%; font-size:=
1px; line-height: 1px;">=C2=A0</td>=0A=0A</tr>=0A=0A<tr>=0A=09<td height=
=3D"7"></td>=0A=0A</tr>=0A=0A</table>=0A=0A <table border=3D"0" cellpadd=
ing=3D"0" align=3D"center" cellspacing=3D"0" style=3D"max-width: 800px">=0A=
<tr style=3D"width: 100%;">=0A <td align=3D"left" valign=
=3D"top" style=3D"width: 392px;">=0A=0A <table border=3D"0" =
cellpadding=3D"0" cellspacing=3D"0" style=3D"">=0A <tr><=
td height=3D"23"></td>=0A</tr>=0A=0A <tr>=0A =
<td valign=3D"top" style=3D"padding-left: 4px; padding-right: 4=
px; text-size-adjust: 100%; display: block; width: 392px; mso-table-lspace:=
0pt;mso-table-rspace: 0pt;-ms-text-size-adjust: 100%;-webkit-text-size-adj=
ust: 100%;mso-line-height-rule:exactly; ">=0A <s=
trong>=0A <span style=3D"font-size:22px;">=
=0A <a href=3D"https://newsletter.multip=
ublicacoes.pt/go/ba1bb93be-8fbf9df7d9-28b82907bb2bf2901342e535994693ae11Dec=
9e18Rlvedple9uTBY" target=3D"_blank" style=3D"text-decoration: none; font-f=
amily: 'trebuchet ms',helvetica,sans-serif !important;color: #1e1a1b;">Noss=
a =C3=A9 l=C3=ADder entre as ag=C3=AAncias de comunica=C3=A7=C3=A3o com mel=
hor reputa=C3=A7=C3=A3o no pa=C3=ADs</a>=0A =
</span>=0A </strong>=0A <=
/td>=0A=0A </tr>=0A=0A </table>=0A=0A =
<table border=3D"0" cellpadding=3D"0" cellspacing=3D"0">=0A =
<tr>=0A <td valign=3D"top" style=3D"=
color: rgb(0, 0, 0); padding-left: 4px; text-size-adjust: 100%; display: bl=
ock; width: 392px; mso-table-lspace: 0pt;mso-table-rspace: 0pt;-ms-text-siz=
e-adjust: 100%;-webkit-text-size-adjust: 100%;mso-line-height-rule:exactly;=
">=0A <span style=3D"font-size:16px;">=0A =
<span style=3D"font-weight: normal; margin: 0px; =
color: rgb(0, 0, 0); font-family: 'trebuchet ms',helvetica,sans-serif !impo=
rtant;"><p>A consultora OnStrategy apresentou os resultados do estudo de Re=
puta=C3=A7=C3=A3o de Marca em Portugal referente ao ano de 2024, em conform=
idade com a certifica=C3=A7=C3=A3o das normas ISO20671 (avalia=C3=A7=C3=
=A3o de estrat=C3=A9gia e for=C3=A7a) e ISO10668 (avalia=C3=A7=C3=A3o finan=
ceira).</p>=0A</span>=0A </span>=0A =
</td>=0A=0A </tr>=0A=0A </tabl=
e>=0A=0A </td>=0A=0A=0A <td align=3D"left" valign=3D"=
top" style=3D"width: 400px;">=0A <table border=3D"0" cellpad=
ding=3D"0" cellspacing=3D"0" style=3D"border-collapse: collapse; text-size-=
adjust: 100%; width: 390px;">=0A <tr>=0A =
<td height=3D"7"></td>=0A=0A </tr>=0A=0A =
<tr>=0A <td valign=3D"top" align=3D"left=
" height=3D"auto" style=3D"width: 390px; text-align: left; padding: 10px 0p=
x 10px 10px;">=0A <a href=3D"https://newsletter.=
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play: table-row"> =0A <table valign=3D"t=
op" align=3D"center" width=3D"800" > =0A =
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r>=0A <td style=3D"vertical-alig=
n: top;">=0A <table border=
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op" align=3D"left" height=3D"auto" style=3D"width: 385px; text-align: left;=
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ede expectativas</a>=0A </span>=0A =
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a pesquisa mostra que um ROI m=C3=A9dio de 2,5:1 significa que, em m=C3=
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gera 2,5 milh=C3=B5es de d=C3=B3lares de lucro l=C3=ADquido, excluindo os =
custos da campanha.</p>=0A</span>=0A </span>=0A =
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vertical-align: top;">=0A=0A =
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td valign=3D"top" align=3D"left" height=3D"auto" style=3D"width: 385px; tex=
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td>=0A=0A </tr>=0A=0A=0A=0A <tr style=3D"width: 385px; vertical-align=
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al. </p>=0A</span>=0A </span>=0A =
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f26" style=3D"width: 100%; font-size: 1px; line-height: 1px;">=C2=A0</td>=
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g=3D"0" style=3D"max-width: 800px">=0A <tr style=3D"width: 100%;">=
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or: rgb(0, 0, 0); font-family: 'trebuchet ms',helvetica,sans-serif !importa=
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left" height=3D"auto" style=3D"width: 390px; text-align: left; padding: 10p=
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table>=0A </td>=0A=0A </tr>=0A=0A </table>=0A<table al=
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mal; margin: 0px; color: rgb(0, 0, 0); font-family: 'trebuchet ms',helvetic=
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actly; ">=0A <strong>=0A =
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d9-28b82907bb2bf2901342e535994693ae11Dec9e18Rlvedple9uTC3" target=3D"_blank=
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/newsletter.multipublicacoes.pt/go/ba1bb93be-8fbf9df7d9-28b82907bb2bf290134=
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Enviado para info@mak.pt<br>
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