How the power players do it - by Fortune senior editor at large Patricia Sellers

Business-building tips from Brazil

June 7, 2011: 1:16 PM ET

Here in Rio de Janiero, the growth is booming. The infrastructure is creaking--the electricity went out here at the Sheraton twice this morning. And the talk at the Dell Women's Entrepreneur Network conference is about how to break through the clutter in building businesses and brands.

On a brand-building panel led by Dell (DELL) Chief Marketing Officer Karen Quintos, I talked about Fortune's Most Powerful Women brand--the value of being first to market (we launched MPW in 1998) and adding shine to any brand by adding socially responsible elements.

"Causes and giving back" are essential to brand-building today, whether the brand is Starbucks (SBUX) or Coca-Cola (KO) or AOL (AOL), said Arianna Huffington, who was on Dell's program yesterday.

Of course, social media is all the buzz here. "Self-expression is the new entertainment," declared Huffington, who is overseeing all of AOL's content since she sold the Huffington Post earlier this year.

All the more power to social platforms like Facebook. While Google's (GOOG) social network,  Orkut, is big here, Brazil is one of Facebook's fastest-growing markets. And the entrepreneurs gathered in Rio seem eager to take advantage of social media's marketing power.

Tina Wells, whose Buzz Marketing Group helps companies appeal to young consumers, noted that 91% of millennials say that they buy products based on recommendations from friends. She offered these tips for reaching various stages of young consumers:

Tweens want messages about aspiration, security and acceptance, Wells said.

Teens respond to messages of inspiration, value, and disruption. Don't be afraid to disrupt teens' activities and information overload.

And twenty-somethings? They care about values, self-fulfillment, and self-reflection. Young adults have decided who they are and what they believe, Wells noted. So make sure the brand reflects them and their values.

Fortune's Most Powerful Women
Fortune's Most Powerful Women For the latest on the most influential women in business, philanthropy, government, and the arts, like us on Facebook.
Guest Posts
Fortune Most Powerful Women Fortune Most Powerful Women The rolodex that redefined power
Profile in The Washington Post
Sheryl Sandberg: Sheryl Sandberg: Don't leave before you leave
COO of Facebook
Wendy Clark Wendy Clark Exec learns firsthand how the homeless live
SVP of the Global Sparkling Brand Center at Coca-Cola
Marissa Mayer's 3 biggest decisions as Yahoo CEO With company stock up over 100% since she began running the company 16 months ago, Mayer reflects on her choices to date. Watch
Chelsea Clinton on running for office: 'I don't know' The vice chairman of the Clinton Foundation talks about her diverse career path and growing up in the spotlight. Watch
MPWomen go Global

The Fortune/U.S. State Department Global Women Leaders Mentoring Partnership brings rising-star women from countries around the world to the U.S. for three-week mentorships with participants of the annual Fortune Most Powerful Women Summit - among them Ursula Burns of Xerox, Laura Lang of Time Inc., Marissa Mayer of Yahoo, and Tory Burch.

Read more

Current Issue
  • Give the gift of Fortune
  • Get the Fortune app
  • Subscribe
Powered by VIP.