On March 11, Coimbra Business School hosted an event that is sure to leave a lasting impact on the world of marketing and branding: Next Gen, organized by the students of Profitecla. With a lineup of insightful speakers and enriching topics, the event provided an immersive learning experience and an excellent networking opportunity for everyone involved.

Among the various talks and discussions, we highlight the participation of our design and communication agency’s guest speakers, Inês de Carvalho and Hélder Santos, who kicked off the panel with the theme “Branding: Much more than just a logo.” This session was one of the key moments of the event, addressing the strategies and elements that shape a strong brand—one that goes far beyond the mere design of a logo.

What Is Branding?

Inês and Hélder’s approach was clear and focused: branding is not just about a logo; it encompasses the entire set of perceptions and emotions that consumers associate with a brand. Creating a striking visual identity, defining brand values, delivering a meaningful customer experience, and ensuring effective communication with the audience are all essential factors for long-term success.

With an engaged audience, the speakers discussed how a brand can build a strong and authentic identity while keeping consumers’ needs and desires at the forefront. This discussion not only provided practical insights for all attendees but also encouraged reflection on the role of brands in today’s world, where communication is increasingly agile and personalized.

Enriching networking and engaging activities

Beyond the presentations, the event was an excellent networking opportunity, where participants could exchange experiences, establish connections for future collaborations, and discuss emerging trends in the marketing landscape. The activities throughout the day fostered a collaborative and informal atmosphere, facilitating dialogue between professionals and students and contributing to a learning-friendly environment.

It is impossible not to mention the energy and enthusiasm with which all participants engaged in the discussions. The exchange of ideas between speakers and attendees was one of the greatest highlights of the event, as it allowed for a deeper exploration of the topics covered and a better alignment of expectations for those involved in the process of brand creation and promotion.

The value of the event for entrepreneurs and marketing professionals

Next Gen was an unpretentious yet highly valuable event, particularly for those who are in the process of creating, promoting, or strengthening their brands. The discussions were not just theoretical but also practical, equipping participants with tools and strategies that can be directly applied to brand development.

Whether for entrepreneurs just starting out or for experienced professionals in the market, this event was a unique opportunity to update knowledge, discover new trends, and leave with a clearer vision of what it takes to build and manage a successful brand.

Looking forward to more events like this!