JOMATIR participates in the WorkShop "Brand Myopia"- Catholic Porto Business School

JOMATIR participates in “Brand Myopia” WorkShop

JOMATIR, through its CEO – Daniel Pereira and its Marketing and Communication Director – Paulo Araújo, within the business group “BNI Lidador” of which they are both part for almost a decade, participated in the WorkShop “Brand Myopia” organized by the Catholic Porto Business School.

JOMATIR participates in “Brand Myopia” WorkShop

The WorkShop took place last November 7th, at 5:30pm, at the premises of Católica Porto Business School, and dealt with the theme of “Brand Myopia”. The WorkShop was directed by Professor Ana Côrte-Real, to whom we would like to thank for the friendly and welcoming way in which we were received.

The purpose of the WorkShop was to convey to its participants the need to “…look at the brand as an integrating concept of all marketing actions of the organization…” and “…realize how reductionist it is to look at the brand as another intangible asset of the organization, instead of looking at the organization as a tangible asset of the brand.

in “A brand triangle to avoid branding myopia: Semiotic contribution to an integrated model of brand understanding”
Paulo de Lencastre, Portuguese Catholic University.

We would also like to thank Dr. António Queirós, Director General of EIROSTEC, the main promoter of this event together with Prof. Ana Côrte-Real.

The balance of participation in this event was extremely positive: the current and relevant theme; the conduction of the workshop very professional, with the concern of framing the themes with the reality and professional universe of the participants.

They will certainly count on our presence in future events of this kind.

JOMATIR participates in “Brand Myopia” WorkShop

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