Cimed swaps suit for yellow polo and transforms president into face of the brand

The president of Cimed, João Adibe, left his suit aside and started appearing on social media in a yellow polo shirt. According to InfoMoney, the change is part of a strategy to bring the company closer to the consumer and make executives represent the brand.

Yellow is the color that identifies Cimed and its employees, which makes the color a visual symbol of the company. According to the report, the turnaround in communication did not begin with an advertising campaign, and no value was reported for the initiative.

The explanation came from Erich Shibata, director of branding and creation at Cimed, in a talk at G4 Valley, at São Paulo Expo. The source describes the change as part of a communication movement closer to people, and not as an isolated announcement.

The headline mentions 13 million followers, but the information does not detail whether the number belongs to the company or the president. The difference matters, because a corporate profile and a personal executive profile reach different audiences and fulfill different functions in communication.

What is at stake is the bet that the executive's personal presence can create a relationship with the consumer. The report does not provide measured results, which makes it impossible to assess whether the strategy has already produced a commercial effect.

What changes for the investor

For those who invest in publicly traded companies, the report does not provide financial data linked to the initiative, so there is no basis for estimating the impact on revenue or margin. The point of attention is to monitor, in the next results and communications, whether the president's presentation is accompanied by sales indicators or marketing expenses. This article does not constitute a recommendation to buy or sell.

Automatically translated from Portuguese.