{"id":196727,"date":"2026-09-18T17:05:32","date_gmt":"2026-09-18T17:05:32","guid":{"rendered":"https:\/\/modalisboa.pt\/?p=196727"},"modified":"2026-09-22T15:07:50","modified_gmt":"2026-09-22T15:07:50","slug":"workshop-brand-ethos","status":"publish","type":"post","link":"https:\/\/modalisboa.pt\/en\/modalisboa-priority-en\/talks-priority-en\/workshop-brand-ethos\/","title":{"rendered":"Brand Ethos"},"content":{"rendered":"<p>[et_pb_section fb_built=&#8221;1&#8243; disabled_on=&#8221;on|on|on&#8221; admin_label=&#8221;Header&#8221; _builder_version=&#8221;4.27.4&#8243; _module_preset=&#8221;default&#8221; custom_padding=&#8221;0px||0px||false|false&#8221; da_disable_devices=&#8221;off|off|off&#8221; disabled=&#8221;on&#8221; locked=&#8221;off&#8221; global_colors_info=&#8221;{}&#8221; da_is_popup=&#8221;off&#8221; da_exit_intent=&#8221;off&#8221; da_has_close=&#8221;on&#8221; da_alt_close=&#8221;off&#8221; da_dark_close=&#8221;off&#8221; da_not_modal=&#8221;on&#8221; da_is_singular=&#8221;off&#8221; 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background_enable_image=&#8221;on&#8221; background_position=&#8221;top_center&#8221; background_vertical_offset=&#8221;66%&#8221; background_enable_video_mp4=&#8221;off&#8221; button_alignment=&#8221;left&#8221; background_last_edited=&#8221;on|phone&#8221; background_image_tablet=&#8221;https:\/\/modalisboa.pt\/wp-content\/uploads\/2026\/02\/fast_talks_header_02.jpg&#8221; background_image_phone=&#8221;https:\/\/modalisboa.pt\/wp-content\/uploads\/2026\/02\/fast_talks_header_03.jpg&#8221; background_enable_image_tablet=&#8221;on&#8221; background_enable_image_phone=&#8221;on&#8221; custom_css_slide_button=&#8221;pointer-events: none;&#8221; global_colors_info=&#8221;{}&#8221; sticky_transition=&#8221;on&#8221;][\/et_pb_slide][\/et_pb_slider][\/et_pb_column][\/et_pb_row][\/et_pb_section][et_pb_section fb_built=&#8221;1&#8243; _builder_version=&#8221;4.16&#8243; _module_preset=&#8221;default&#8221; da_disable_devices=&#8221;off|off|off&#8221; global_colors_info=&#8221;{}&#8221; da_is_popup=&#8221;off&#8221; da_exit_intent=&#8221;off&#8221; da_has_close=&#8221;on&#8221; da_alt_close=&#8221;off&#8221; da_dark_close=&#8221;off&#8221; da_not_modal=&#8221;on&#8221; da_is_singular=&#8221;off&#8221; da_with_loader=&#8221;off&#8221; da_has_shadow=&#8221;on&#8221;][et_pb_row _builder_version=&#8221;4.16&#8243; _module_preset=&#8221;default&#8221; width=&#8221;95%&#8221; width_tablet=&#8221;85%&#8221; width_phone=&#8221;85%&#8221; width_last_edited=&#8221;on|phone&#8221; max_width=&#8221;2560px&#8221; global_colors_info=&#8221;{}&#8221;][et_pb_column type=&#8221;4_4&#8243; _builder_version=&#8221;4.16&#8243; _module_preset=&#8221;default&#8221; global_colors_info=&#8221;{}&#8221;][et_pb_text admin_label=&#8221;T\u00edtulo Workshop&#8221; _builder_version=&#8221;4.27.4&#8243; _module_preset=&#8221;af543a65-a510-4d5a-bd0e-f29b21297a1d&#8221; global_colors_info=&#8221;{}&#8221;]<\/p>\n<h2><strong>Workshop BRAND ETHOS<\/strong><\/h2>\n<p><strong>FROM VALUES TO STRATEGY<\/strong><\/p>\n<p><strong>10 OCTOBER. 10 AM \u2014 12 PM<\/strong><br \/><strong>MUDE &#8211; DESIGN MUSEUM<\/strong><br \/>Free Admission, with <strong>mandatory registration <a href=\"https:\/\/forms.gle\/LWTjnxyNeWCNfFD36\" target=\"_blank\" rel=\"noopener\">HERE<\/a><\/strong><\/p>\n<p>&nbsp;<\/p>\n<p>[\/et_pb_text][\/et_pb_column][\/et_pb_row][et_pb_row _builder_version=&#8221;4.16&#8243; _module_preset=&#8221;default&#8221; width=&#8221;95%&#8221; width_tablet=&#8221;85%&#8221; width_phone=&#8221;85%&#8221; width_last_edited=&#8221;on|tablet&#8221; max_width=&#8221;2560px&#8221; locked=&#8221;off&#8221; global_colors_info=&#8221;{}&#8221;][et_pb_column type=&#8221;4_4&#8243; _builder_version=&#8221;4.16&#8243; _module_preset=&#8221;default&#8221; global_colors_info=&#8221;{}&#8221;][bsf_advanced_tabs admin_label=&#8221;tabs&#8221; module_id=&#8221;mi-app-tabs-talks&#8221; _builder_version=&#8221;4.27.4&#8243; _module_preset=&#8221;671fa5be-9d56-4054-9931-b75c34b15468&#8243; global_colors_info=&#8221;{}&#8221;][bsf_advanced_tab bsf_title=&#8221;ABOUT&#8221; tab_layout=&#8221;library&#8221; library_item=&#8221;196755&#8243; _builder_version=&#8221;4.27.4&#8243; _module_preset=&#8221;default&#8221; global_colors_info=&#8221;{}&#8221;][\/bsf_advanced_tab][\/bsf_advanced_tabs][\/et_pb_column][\/et_pb_row][\/et_pb_section][et_pb_section fb_built=&#8221;1&#8243; _builder_version=&#8221;4.16&#8243; _module_preset=&#8221;default&#8221; custom_padding=&#8221;0px||||false|false&#8221; da_disable_devices=&#8221;off|off|off&#8221; global_colors_info=&#8221;{}&#8221; da_is_popup=&#8221;off&#8221; da_exit_intent=&#8221;off&#8221; da_has_close=&#8221;on&#8221; da_alt_close=&#8221;off&#8221; da_dark_close=&#8221;off&#8221; da_not_modal=&#8221;on&#8221; da_is_singular=&#8221;off&#8221; da_with_loader=&#8221;off&#8221; da_has_shadow=&#8221;on&#8221;][\/et_pb_section]<\/p>\n","protected":false},"excerpt":{"rendered":"<p>Workshop BRAND ETHOS FROM VALUES TO STRATEGY 10 OCTOBER. 10 AM \u2014 12 PMMUDE &#8211; DESIGN MUSEUMFree Admission, with mandatory registration HERE &nbsp;<div id=\"mi-app-tabs-talks\" class=\"et_pb_module bsf_advanced_tabs bsf_advanced_tabs_0\">\n\t\t\t\t\n\t\t\t\t\n\t\t\t\t\n\t\t\t\t\n\t\t\t\t\n\t\t\t\t\n\t\t\t\t<div class=\"et_pb_module_inner\">\n\t\t\t\t\t<div class=\"bsf_advanced_tabs_placement_top bsf_advanced_tabs_inner bsf_subtitle_bottom bsf_advanced_tabs_icon_placement_top hide_icon_top hide_title_top\">\n\t\t\t<div class=\"bsf_advanced_tabs_nav\"><ul><li value=\"0\" class=\"bsf_advanced_tab bsf_advanced_tab_0 bsf_advanced_tab_title bsf_advanced_tab_title_0  bsf_active_tab \"><a target='_blank' href=\"#\"><span class=\"bsf_tab_title\">ABOUT<\/span><\/a><\/li><\/ul><\/div>\n\t\t\t<div class=\"bsf_advanced_tab_wrapper\">\n\t\t\t<div class=\"bsf_advanced_tab bsf_advanced_tab_0 bsf_active_tab\">\n\t\t\t\t\n\t\t\t\t\n\t\t\t\t\n\t\t\t\t\n\t\t\t\t\n\t\t\t\t\n\t\t\t\t<div class=\"et_pb_module_inner\">\n\t\t\t\t\t<div class=\"bsf_advanced_tab bsf_advanced_tab_0 bsf_active_tab\">\n\t\t\t\t\n\t\t\t\t\n\t\t\t\t<div class='bsf_advanced_tab_content'><div class=\"et_pb_section et_pb_section_1 et_pb_with_background et_section_regular\" >\n\t\t\t\t\n\t\t\t\t\n\t\t\t\t\n\t\t\t\t\n\t\t\t\t\n\t\t\t\t\n\t\t\t\t<div class=\"et_pb_row et_pb_row_0 tab-with-text\">\n\t\t\t\t<div class=\"et_pb_column et_pb_column_4_4 et_pb_column_0  et_pb_css_mix_blend_mode_passthrough et-last-child\">\n\t\t\t\t\n\t\t\t\t\n\t\t\t\t\n\t\t\t\t\n\t\t\t\t<div class=\"et_pb_module et_pb_text et_pb_text_0 text-general  et_pb_text_align_left et_pb_bg_layout_light\">\n\t\t\t\t\n\t\t\t\t\n\t\t\t\t\n\t\t\t\t\n\t\t\t\t<div class=\"et_pb_text_inner\"><p>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.<\/p>\n<p>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.<\/p>\n<p>&nbsp;<\/p><\/div>\n\t\t\t<\/div><div class=\"et_pb_module et_pb_text et_pb_text_1 text-general  et_pb_text_align_left et_pb_bg_layout_light\">\n\t\t\t\t\n\t\t\t\t\n\t\t\t\t\n\t\t\t\t\n\t\t\t\t<div class=\"et_pb_text_inner\"><p><img loading=\"lazy\" decoding=\"async\" class=\"alignleft wp-image-196983 \" src=\"https:\/\/modalisboa.pt\/wp-content\/uploads\/2026\/09\/catarina_pestana_foto.jpg\" alt=\"\" width=\"329\" height=\"447\" \/><\/p>\n<p><strong>CATARINA PESTANA<\/strong><br \/>Brand Communication Director, Grupo Visabeira<\/p>\n<p>Catarina Pestana is a Communication and Marketing specialist with over 25 years of experience managing brands. Brand Communication Director at Grupo Visabeira and CCO and founder of Bang Bang Agency, working with brands such as Vista Alegre, Bordallo Pinheiro and Control. She sits on the Portuguese Olympic Committee Advisory Board. PhD candidate in Management at ISEG and Guest Professor at Cat\u00f3lica-Lisbon SBE and IADE. BA in Communication Design from Chelsea College of Arts, speaker and juror, with more than 80 awards.<\/p><\/div>\n\t\t\t<\/div>\n\t\t\t<\/div>\n\t\t\t\t\n\t\t\t\t\n\t\t\t\t\n\t\t\t\t\n\t\t\t<\/div>\n\t\t\t\t\n\t\t\t\t\n\t\t\t<\/div><\/div>\n\t\t\t<\/div> <!-- .bsf_advanced_tab -->\n\t\t\t\t<\/div>\n\t\t\t<\/div>\n\t\t\t<\/div>\n\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t<\/div><\/p>\n","protected":false},"author":2,"featured_media":196960,"comment_status":"closed","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"_acf_changed":false,"_et_pb_use_builder":"on","_et_pb_old_content":"","_et_gb_content_width":"","inline_featured_image":false,"footnotes":""},"categories":[590,587],"tags":[],"class_list":["post-196727","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-talks-priority-en","category-program-priority","cat_ID-590","cat_ID-587"],"acf":[],"_links":{"self":[{"href":"https:\/\/modalisboa.pt\/en\/wp-json\/wp\/v2\/posts\/196727","targetHints":{"allow":["GET"]}}],"collection":[{"href":"https:\/\/modalisboa.pt\/en\/wp-json\/wp\/v2\/posts"}],"about":[{"href":"https:\/\/modalisboa.pt\/en\/wp-json\/wp\/v2\/types\/post"}],"author":[{"embeddable":true,"href":"https:\/\/modalisboa.pt\/en\/wp-json\/wp\/v2\/users\/2"}],"replies":[{"embeddable":true,"href":"https:\/\/modalisboa.pt\/en\/wp-json\/wp\/v2\/comments?post=196727"}],"version-history":[{"count":15,"href":"https:\/\/modalisboa.pt\/en\/wp-json\/wp\/v2\/posts\/196727\/revisions"}],"predecessor-version":[{"id":197135,"href":"https:\/\/modalisboa.pt\/en\/wp-json\/wp\/v2\/posts\/196727\/revisions\/197135"}],"wp:featuredmedia":[{"embeddable":true,"href":"https:\/\/modalisboa.pt\/en\/wp-json\/wp\/v2\/media\/196960"}],"wp:attachment":[{"href":"https:\/\/modalisboa.pt\/en\/wp-json\/wp\/v2\/media?parent=196727"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/modalisboa.pt\/en\/wp-json\/wp\/v2\/categories?post=196727"},{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/modalisboa.pt\/en\/wp-json\/wp\/v2\/tags?post=196727"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}