- 1. David Ogilvy, recognized as one of the world’s most successful advertising executives, once said that in times of difficulty, if he had one dollar left, he would invest it in advertising. Exaggerations aside, there is an important lesson in this sentence: one should invest to promote products and services in times of crisis in order to keep them in the minds of customers and create new opportunities.
- 1. Sustainability is the theme of the hour for the coatings industry, in that it needs to tackle the challenges posed by this concept and by its incorporation into its strategy and activities in order to have good prospects for the future. This is a path to which no alternatives exist: the market, society, legislations and the future of our planet demand it. Therefore, we have to follow it, finding the best solutions to achieve the sustainable industry development we advocate, which necessarily contemplates good performance in economic, environmental and social respects.
- 1. We are reaching the end of another tough year in which the performance of both the coatings industry and the Brazilian economy fell behind expectations. It is appropriate at this time for us to discuss what happened and, in addition, to reflect upon ways of overcoming the challenges we will have to face in 2015.