The document discusses building lifestyle brands in Brazil and provides examples of successful Brazilian lifestyle brands. It argues that the main disease affecting retail brands is "sameness" and promotes differentiating brands through the "unequalizer" approach. Several Brazilian companies are highlighted for their focus on lifestyle, community, and amplifying brand differentials to avoid standardization.

1. BUILDING A LIFESTYLE BRAND A BRAZILIAN PERSPECTIVE Global Lifestyling Edmour Saiani Ponto de Referência Strategic Customer Service [email_address] Full presentation available at www.pdr.com.br

2. What is the main disease that affects retail brands these days? SAMENESS

3. Change doesn’t come from…

4. Change comes from… Pending Trending

5. The sameness vaccine UNEQUALIZER©

6. TRENDSETTERS FUNDAMENTALISTS SURVIVORS LEADERS DRIVERS WOM VIRAL COMMUNITY BENCHMARK 360° STORE MULTICHANNEL STANDARDIZED TRANSACTIONAL END USE FASHION BASIC CONDITIONAL PROSUMER INCREDIBLY DIFFERENT CUSTOMER SERVICE CUSTOMER IS A FRIEND LIFESTYLE OBJECT OF DESIRE UN-CONDITIONAL AMPLIFYING DIFFERENTIALS CUSTOMER SERVICE IN-STORE COMMUNICATION PRODUCTS & SERVICES GUARANTEES & PROMISES OUT-OF-STORE COMMUNICATION UNEQUALIZER© - SAMENESS VACCINE CHAMELEON STORE GREEN CARD SELF-SERVICE BRAND BASED BASIC ZERO PURE IMAGE VERY HAPPY PEOPLE SATISFIED CUSTOMER

8. A BRAZILIAN PERSPECTIVE , OOPS, RIO TREND WAVES

9. www.unclek.com.br

17. TRENDSETTERS FUNDAMENTALISTS SURVIVORS LEADERS DRIVERS STANDARDIZED TRANSACTIONAL END USE FASHION BASIC CONDITIONAL CUSTOMER IS A FRIEND LIFESTYLE OBJECT OF DESIRE CUSTOMER SERVICE IN-STORE COMMUNICATION PRODUCTS & SERVICES GUARANTEES & PROMISES OUT-OF-STORE COMMUNICATION UNEQUALIZER© - SAMENESS VACCINE CHAMELEON STORE SELF-SERVICE BRAND BASED BASIC ZERO PURE IMAGE

18. www.bobs.com.br

24. TRENDSETTERS FUNDAMENTALISTS SURVIVORS LEADERS DRIVERS 360° STORE MULTICHANNEL STANDARDIZED TRANSACTIONAL END USE FASHION BASIC CONDITIONAL OBJECT OF DESIRE AMPLIFYING DIFFERENTIALS CUSTOMER SERVICE IN-STORE COMMUNICATION PRODUCTS & SERVICES GUARANTEES & PROMISES OUT-OF-STORE COMMUNICATION UNEQUALIZER© - SAMENESS VACCINE SELF-SERVICE BRAND BASED BASIC ZERO PURE IMAGE LIFESTYLE

25. www.hortifruti.com.br

35. TRENDSETTERS FUNDAMENTALISTS SURVIVORS LEADERS DRIVERS WOM VIRAL COMMUNITY BENCHMARK 360° STORE MULTICHANNEL STANDARDIZED TRANSACTIONAL END USE FASHION BASIC CONDITIONAL CUSTOMER IS A FRIEND LIFESTYLE OBJECT OF DESIRE AMPLIFYING DIFFERENTIALS CUSTOMER SERVICE IN-STORE COMMUNICATION PRODUCTS & SERVICES GUARANTEES & PROMISES OUT-OF-STORE COMMUNICATION UNEQUALIZER© - SAMENESS VACCINE SELF-SERVICE BRAND BASED BASIC ZERO PURE IMAGE

36. www.osklen.com

38. With it Cool Young Attitude Well dressed Successful Conscious Sportive Spiritualized Nerds Believers Yuppies Nouveau Riche Workaholics Hippies Soccer players Old Boy Environmentalists DIFFERENT PEOPLE, DIFFERENT LIFESTYLES

39. IPANEMA LIFESTYLE

40. New luxury Sustainability Retail Experience Lifestyle

41. Sustainability

44. TRENDSETTERS FUNDAMENTALISTS SURVIVORS LEADERS DRIVERS 360° STORE MULTICHANNEL STANDARDIZED TRANSACTIONAL END USE FASHION BASIC CONDITIONAL LIFESTYLE OBJECT OF DESIRE UN-CONDITIONAL AMPLIFYING DIFFERENTIALS CUSTOMER SERVICE IN-STORE COMMUNICATION PRODUCTS & SERVICES GUARANTEES & PROMISES OUT-OF-STORE COMMUNICATION UNEQUALIZER© - SAMENESS VACCINE GREEN CARD SELF-SERVICE BRAND BASED BASIC ZERO PURE IMAGE

46. Beleza Natural Your hair, naturally

47. Specialized in solutions for frizzy and curly hair 66% of the Brazilian population World brands failure at dealing with curly hair BN became a dream factory Serves mostly low income people Very accessible prices 7 stores – about 10000 ft2 each More than 50.000 clients per month

56. TRENDSETTERS FUNDAMENTALISTS SURVIVORS LEADERS DRIVERS WOM VIRAL COMMUNITY BENCHMARK 360° STORE MULTICHANNEL STANDARDIZED TRANSACTIONAL END USE FASHION BASIC CONDITIONAL CUSTOMER IS A FRIEND LIFESTYLE OBJECT OF DESIRE AMPLIFYING DIFFERENTIALS CUSTOMER SERVICE IN-STORE COMMUNICATION PRODUCTS & SERVICES GUARANTEES & PROMISES OUT-OF-STORE COMMUNICATION UNEQUALIZER© - SAMENESS VACCINE SELF-SERVICE BRAND BASED BASIC ZERO PURE IMAGE

57. TRENDSETTERS FUNDAMENTALISTS SURVIVORS LEADERS DRIVERS WOM VIRAL COMMUNITY BENCHMARK 360° STORE MULTICHANNEL STANDARDIZED TRANSACTIONAL END USE FASHION BASIC CONDITIONAL PROSUMER INCREDIBLY DIFFERENT CUSTOMER SERVICE CUSTOMER IS A FRIEND LIFESTYLE OBJECT OF DESIRE UN-CONDITIONAL AMPLIFYING DIFFERENTIALS CUSTOMER SERVICE IN-STORE COMMUNICATION PRODUCTS & SERVICES GUARANTEES & PROMISES OUT-OF-STORE COMMUNICATION UNEQUALIZER© - SAMENESS VACCINE CHAMELEON STORE GREEN CARD SELF-SERVICE BRAND BASED BASIC ZERO PURE IMAGE VERY HAPPY PEOPLE SATISFIED CUSTOMER Where is your brand? How can you evolve to get more compliments per day from your customers?

58. See you in Brazil! Edmour Saiani Ponto de Referência [email_address] www.pdr.com.br