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"Great stories are written with values in the hearts of men"
Explore our values...
Photo by Luís Pinto, finalist of the Emergentes dst Award 2011.

Respect. (from the lat. respectu) n. 1. respect; 2. consideration; high regard; 3. deference; compliance; veneration; 4. honour; worship; 5. relation; refererence...

We believe that everyone should be respected for their work, for their attitudes, opinions and options.

Photo by Mila Teshaieva, finalist of the Emergentes dst Award 2011.

Rigor. (from the lat. rigore) n. 1. harshness; strength; 2.fig., severity; punctuality; accuracy.

There is no "more or less levelled", "more or less upright”, "more or less clean" or "more or less safe", but rather “levelled”, "upright”, "clean” and “safe". The rigour is reflected in our procedures, in time and in the rules to follow. In the light of moral and principles, being severe means being rigorous.

Photo by , finalist of the Emergentes dst Award 2012.

Passion. (from the lat. passione) n. 1. intense and usually violent feeling (affection, joy, hate, etc.) which hinders the exercise of impartial logic; 2. derived from a feeling; 3. great predilection; 4. partiality; 5. great grief; immense suffering...

Under the sign of passion – a text of the Portuguese poet Regina Guimarães – is our icon. Passion is to reveal great enthusiasm for something, favourable encouragement or opposite to something.
It is the sensibility transmitted by an architect or engineer through work.
Passion is the dedication to a project. Passion is a state of warm soul.

Photo by Jakub Karwowski, finalist of the Emergentes dst Award 2012.

Loyalty. (from the lat. legalitate) n. the quality of being loyal; fidelity; sincerity.

Respect for the principles and rules that guide the honour and probity. Faithfulness to commitments and agreements undertaken, staunch character.
To remain loyal to the business partners because we depend on them and they depend on us.
Being trustworthy for being loyal.

Photo by Ian Lieske, finalist of the Emergentes dst Award 2011.

Solidarity. (from the lat. solidare) n. 1. the quality of being solidary; 2. reciprocal responsibility among the members of a group, namely social, professional, etc.; 3. sense of sharing another’s suffering.

Being solidary is being a friend, offering our hand with genuine generosity and bringing joy and human warmth to those who, somehow, are marginalized. Being solidary is being more human. A solidary company is recognized as a fair and non-selfish company. A solidary company is a preferred choice in business. It is a more competitive company. Volunteering is a vehicle to solidarity. It is modern, fair, cultured, friend, it is a noble gesture of moral elevation.

Photo by Clarence Gorton, finalist of the Emergentes dst Award 2012.

Courage. (from the lat. coraticum) n. 1. bravery facing danger; intrepidity; to have audacity; 2. moral force before a suffering or setback; 3. [fig.] to input energy when performing a difficult task; perseverance...

Courage is essential in our life. Courage to face less pleasant situations when complex issues come up, not expecting random resolutions.
It is a value that we must highlight as opposed to the fearful, cowardly and laziness.
The courage to react to criticism not with an attitude of demotivation or sadness, but rather to search for the means and the action to overcome its own reason. This kind of courage, which is also an intellectual courage, is highly recommended.

Photo by Filipa Alves, finalist of the Emergentes dst Award 2011.

Ambition. (from the lat. ambitione) n. 1. vehement desire of wealth, honours or glories; 2. expectation about the future; aspiration; 3. lust; greed…

Vehement desire to achieve a particular goal. Ambition not to resign ourselves. Ambition to take the best potential from ourselves. Ambition to deserve ourselves. Ambition to be athletes in our top-level competitive jobs. Ambition to beat our brands. Ambition to get the best deals with the maximum value, due to the high levels of proficiency and efficiency.

Photo by Scarlett Coten, finalist of the Emergentes dst Award 2011.

Good Taste. (from the lat. gustu) n. 1. ability to appreciate aesthetic value or standards of something; 2. elegance, refinement, aesthetic sense; 5. particular touch given by an artist to his works.

We decided to build the company's economic foundations under a cultured, cosmopolitan and cool image. Because it is a charming state of being. Good taste because we are sustainable and we respect the planet. Good taste because we are sensitive. Good taste just because.

Photo by Karl Erik Brondbo, finalist of the Emergentes dst Award 2011.

Responsibility. (from the lat respondere) n. the trait of being answerable to someone for something or being responsible for one's conduct; a form of trustworthiness.

We must be certain that, before a choice, we chose what is best for both of us and not just the best for each one. Each employee is responsible for his negotiated activity and co-responsible if the co-worker does not fulfil his own task, thus preventing the common goal. A team is a set of individuals - is a whole. In the business game, as in social or family contexts, everyone must comply with their own relative position and we shall not permit that one of ours fails to be in our team.

iamgens de marca
09/12/2018
Brands built for the future

As we rapidly approach the end of the year, this is the time when companies think back on what happened of more or less positive in 2018. A balance is made, but not just that. During these days, the paths that will guide the strategy of the coming months start to take form.

Therefore, in this edition, we will highlight brands that already have their eyes set in the future, such as Adega Mayor, which decided to promote an event for a greater cause right in the middle of LX Factory. The brand celebrated São Martinho with an original social solidarity action. The proceeds of the event, featuring Portuguese music, were offered to the Conversa Amiga Association, whose mission is to support individuals in situations of loneliness and exclusion.

 

Then we travelled all the way to the North of the country to visit the bysteel factory, building company of the dst group that is standing out in the international market with its "haute couture" projects. Our team "deconstructed" the strategy of that which is already the fifth largest exporter from Braga!

 

Under the section “Economia + Criativa” we go behind the scenes of Fidelidade's advertising campaign, which presents the insurer’s role when calamities happen.

Closing the episode, we jump to the other side of the Atlantic, more specifically to São Paulo. The city was chosen by Zippy to open its first store in the Brazilian market. The children’s fashion brand of Sonae reveals us their internationalisation strategy and the how they adapt their collections to the countries where it is present.