Daniele Lazzarotto

Daniele Lazzarotto is the Founder and Strategy Director at Cordão, a Brazilian brand consultancy.12 With over 15 years of experience in the marketing world, she is a highly specialized professional in brand strategies.3

Professional Background

Daniele has a strong educational foundation in branding and advertising:

• She holds a degree in advertising
• She has completed post-graduate studies in branding5

Her career spans more than 12 years as a strategist, during which she has developed expertise in brand strategy and marketing.5

Current Role and Company

As the Founder and Strategy Director at Cordão, Daniele leads a brand consultancy that focuses on developing effective brand strategies for clients. Cordão appears to be a respected player in the Brazilian branding landscape.

Thought Leadership

Daniele is active in sharing her knowledge and insights in the branding field:

• She is a professor and speaker, indicating her role in educating others about branding and marketing4
• She writes a biweekly newsletter called "Nós da Cordão" on Substack, which provides curated content on branding6
• She has contributed opinion pieces to industry publications, discussing topics such as the evolution of brand relationships from "lovemarks" to "crushmarks"2

Expertise and Perspective

Daniele is known for her forward-thinking approach to branding. She has argued that the concept of brand loyalty has evolved, suggesting that brands should focus on creating "crushmarks" - building relationships based on continually pleasing customers rather than relying on unconditional loyalty.2 This perspective demonstrates her understanding of modern consumer behavior and digital market dynamics.

Daniele Lazzarotto appears to be a respected figure in the Brazilian branding and marketing industry, combining practical experience with thought leadership to drive innovation in brand strategy.