O Insight enquanto antecessor do conceito criativo
Martim Durão 
1
1 ISCET – High Institute of Business and Tourism Sciences, Porto, Portugal
To cite this text:
Durão, M. (2020), O Insight enquanto antecessor do conceito criativo, Percursos & Ideias, Vol. 10, pp. 28-36.
doi: 10.56123/percursos.2020.n10.28
Abstract
A brand goes beyond a merely symbolic, distinctive dimension of a product or a company. It has been gaining properties over time that allow an emotional rapprochement with its consumers. A brand today is treated as if it were a person. She started to gain personality and a way of being on the environment in which she is in. This management and “humanization” of the brand makes it become something on which consumers can relate, above all, identify with. The insight is today the most relevant way for a brand to touch its target in its advertising campaigns, where its source of inspiration is the very life and way of living of its consumers.
Keywords
Marketing, Communication, Insight, Advertising.
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