A brand gains consistency when its values, projected identity and choices align. Brand ethos connects narrative with the strategic and creative thinking behind the business, allowing product, communication and positioning to speak the same language. This coherence becomes particularly important as new audiences, channels and opportunities emerge.
In this workshop, participants use their own brands as case studies. With Catarina Pestana, they will identify what is already clear, what still needs defining and how identity can inform practical choices: what to retain, what to change, where to focus resources and which directions are worth pursuing. Brand ethos provides a point of reference for navigating these questions without losing sight of what makes each project distinct.
