{"id":2441,"date":"2020-09-18T15:51:08","date_gmt":"2020-09-18T18:51:08","guid":{"rendered":"http:\/\/www.alexandriagroup.net\/?p=2441"},"modified":"2020-10-09T17:40:10","modified_gmt":"2020-10-09T20:40:10","slug":"passion-reason-in-brand-building","status":"publish","type":"post","link":"https:\/\/www.alexandriagroup.net\/en\/passion-reason-in-brand-building\/","title":{"rendered":"Passion &#038; Reason in brand building"},"content":{"rendered":"\n<figure class=\"wp-block-image size-full\"><img data-recalc-dims=\"1\" loading=\"lazy\" decoding=\"async\" width=\"940\" height=\"492\" src=\"https:\/\/i0.wp.com\/www.alexandriagroup.net\/wp-content\/uploads\/2020\/09\/Template_Generous-03.png?resize=940%2C492&#038;ssl=1\" alt=\"\" class=\"wp-image-2433\" srcset=\"https:\/\/i0.wp.com\/www.alexandriagroup.net\/wp-content\/uploads\/2020\/09\/Template_Generous-03.png?w=4334&amp;ssl=1 4334w, https:\/\/i0.wp.com\/www.alexandriagroup.net\/wp-content\/uploads\/2020\/09\/Template_Generous-03.png?resize=450%2C235&amp;ssl=1 450w, https:\/\/i0.wp.com\/www.alexandriagroup.net\/wp-content\/uploads\/2020\/09\/Template_Generous-03.png?resize=1920%2C1004&amp;ssl=1 1920w, https:\/\/i0.wp.com\/www.alexandriagroup.net\/wp-content\/uploads\/2020\/09\/Template_Generous-03.png?resize=768%2C402&amp;ssl=1 768w, https:\/\/i0.wp.com\/www.alexandriagroup.net\/wp-content\/uploads\/2020\/09\/Template_Generous-03.png?resize=1536%2C803&amp;ssl=1 1536w, https:\/\/i0.wp.com\/www.alexandriagroup.net\/wp-content\/uploads\/2020\/09\/Template_Generous-03.png?resize=2048%2C1071&amp;ssl=1 2048w, https:\/\/i0.wp.com\/www.alexandriagroup.net\/wp-content\/uploads\/2020\/09\/Template_Generous-03.png?resize=1453%2C760&amp;ssl=1 1453w, https:\/\/i0.wp.com\/www.alexandriagroup.net\/wp-content\/uploads\/2020\/09\/Template_Generous-03.png?resize=1013%2C530&amp;ssl=1 1013w, https:\/\/i0.wp.com\/www.alexandriagroup.net\/wp-content\/uploads\/2020\/09\/Template_Generous-03.png?resize=1060%2C554&amp;ssl=1 1060w, https:\/\/i0.wp.com\/www.alexandriagroup.net\/wp-content\/uploads\/2020\/09\/Template_Generous-03.png?resize=365%2C191&amp;ssl=1 365w, https:\/\/i0.wp.com\/www.alexandriagroup.net\/wp-content\/uploads\/2020\/09\/Template_Generous-03.png?resize=430%2C225&amp;ssl=1 430w, https:\/\/i0.wp.com\/www.alexandriagroup.net\/wp-content\/uploads\/2020\/09\/Template_Generous-03.png?resize=530%2C277&amp;ssl=1 530w, https:\/\/i0.wp.com\/www.alexandriagroup.net\/wp-content\/uploads\/2020\/09\/Template_Generous-03.png?resize=1468%2C768&amp;ssl=1 1468w, https:\/\/i0.wp.com\/www.alexandriagroup.net\/wp-content\/uploads\/2020\/09\/Template_Generous-03.png?resize=1615%2C845&amp;ssl=1 1615w, https:\/\/i0.wp.com\/www.alexandriagroup.net\/wp-content\/uploads\/2020\/09\/Template_Generous-03.png?w=2820&amp;ssl=1 2820w\" sizes=\"auto, (max-width: 940px) 100vw, 940px\" \/><\/figure>\n\n\n\n<p>Why is Reason &amp; Passion the successful combination for building a brand?<\/p>\n\n\n\n<p>In this week\u2019s #PapiroFalado episode, Luciane Matiello &#8211; Leader of Alexandria USA &#8211; Receives Thaiany Assad &#8211; General Manager of Under Armour &#8211; Brazil for a conversation about the purpose in building a brand, in which she shares her story and tells how always connected herself with passion and reason in different ways until arrives to her current position in the campaign.<br>The guest also talks about the challenges that the Brand faced entering in Brazil and the challenges it faces within Vulcabras Azaleia business model today.<\/p>\n\n\n\n<p>Available on Spotify, play and access the conversation:<\/p>\n\n\n\n<figure class=\"wp-block-embed-spotify wp-block-embed is-type-rich is-provider-spotify wp-embed-aspect-21-9 wp-has-aspect-ratio\"><div class=\"wp-block-embed__wrapper\">\n<iframe loading=\"lazy\" title=\"Spotify Embed: Papiro Falado 10: Paix\u00e3o &amp; Raz\u00e3o com Thaiany Assad \u2013 General Manager Under Armour \u2013 Brasil\" width=\"100%\" height=\"232\" allowtransparency=\"true\" frameborder=\"0\" allow=\"encrypted-media\" src=\"https:\/\/open.spotify.com\/embed-podcast\/episode\/3ZsddZScbTs5ew5WBmuPyE?si=vaK7ywoCQfGX09QhW_Zc8A\"><\/iframe>   \n<\/div><\/figure>\n","protected":false},"excerpt":{"rendered":"<p>Why is Reason &amp; Passion the successful combination for building a brand? In this week\u2019s #PapiroFalado episode, Luciane Matiello &#8211; Leader of Alexandria USA &#8211; Receives Thaiany Assad &#8211; General Manager of Under Armour &#8211; Brazil for a conversation about the purpose in building a brand, in which she shares her story and tells how [&hellip;]<\/p>\n","protected":false},"author":8,"featured_media":2429,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"_acf_changed":false,"_jetpack_memberships_contains_paid_content":false,"footnotes":""},"categories":[25],"tags":[145,19,141,71],"class_list":["post-2441","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-podcast-en","tag-alexandriagroup-en","tag-branding-en","tag-purpose","tag-strategy"],"acf":[],"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v26.4 - https:\/\/yoast.com\/wordpress\/plugins\/seo\/ -->\n<title>Passion &amp; Reason in brand building - Alexandria<\/title>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" \/>\n<link rel=\"canonical\" href=\"https:\/\/www.alexandriagroup.net\/en\/passion-reason-in-brand-building\/\" \/>\n<meta property=\"og:locale\" content=\"en_US\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"Passion &amp; Reason in brand building - Alexandria\" \/>\n<meta property=\"og:description\" content=\"Why is Reason &amp; Passion the successful combination for building a brand? In this week\u2019s #PapiroFalado episode, Luciane Matiello &#8211; Leader of Alexandria USA &#8211; Receives Thaiany Assad &#8211; General Manager of Under Armour &#8211; Brazil for a conversation about the purpose in building a brand, in which she shares her story and tells how [&hellip;]\" \/>\n<meta property=\"og:url\" content=\"https:\/\/www.alexandriagroup.net\/en\/passion-reason-in-brand-building\/\" \/>\n<meta property=\"og:site_name\" content=\"Alexandria\" \/>\n<meta property=\"article:publisher\" content=\"https:\/\/www.facebook.com\/alexandriabrandinginnovation\/\" \/>\n<meta property=\"article:published_time\" content=\"2020-09-18T18:51:08+00:00\" \/>\n<meta property=\"article:modified_time\" content=\"2020-10-09T20:40:10+00:00\" \/>\n<meta property=\"og:image\" content=\"https:\/\/i0.wp.com\/www.alexandriagroup.net\/wp-content\/uploads\/2020\/09\/Template_Generous-10.png?fit=4593%2C4573&ssl=1\" \/>\n\t<meta property=\"og:image:width\" content=\"4593\" \/>\n\t<meta property=\"og:image:height\" content=\"4573\" \/>\n\t<meta property=\"og:image:type\" content=\"image\/png\" \/>\n<meta name=\"author\" content=\"Ricardo Altschul\" \/>\n<meta name=\"twitter:card\" content=\"summary_large_image\" \/>\n<meta name=\"twitter:label1\" content=\"Written by\" \/>\n\t<meta name=\"twitter:data1\" content=\"Ricardo Altschul\" \/>\n\t<meta name=\"twitter:label2\" content=\"Est. reading time\" \/>\n\t<meta name=\"twitter:data2\" content=\"1 minute\" \/>\n<script type=\"application\/ld+json\" class=\"yoast-schema-graph\">{\"@context\":\"https:\/\/schema.org\",\"@graph\":[{\"@type\":\"Article\",\"@id\":\"https:\/\/www.alexandriagroup.net\/en\/passion-reason-in-brand-building\/#article\",\"isPartOf\":{\"@id\":\"https:\/\/www.alexandriagroup.net\/en\/passion-reason-in-brand-building\/\"},\"author\":{\"name\":\"Ricardo Altschul\",\"@id\":\"https:\/\/www.alexandriagroup.net\/en\/#\/schema\/person\/4177fefa416d35bc83e12c971af44ee5\"},\"headline\":\"Passion &#038; 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