ABC da Comunicação explores community and brand relationships

Brands and people

ABC da Comunicação examines VIVAMOMENTO’s proposal to give people reasons to return beyond making a purchase. Activities, points, benefits and community participation are presented as ways to build relationships, each subject to its own conditions.

The article highlights user feedback and opportunities for brand campaigns, product testing and co-creation. Partnerships were still under development when it was published. Participation and repeat engagement are presented as part of building continuing consumer relationships.