The Scope Method: A new compass for the transmedia era

Camila Holpert and Claudia Furniel

This paper explains how Itaú Bank, the Brazilian bank, used an online community to understand how different types of communications work together, and how to use them for different objectives.

The Scope Method: A new compass for the transmedia era

Camila Holpert and Claudia FurnielStudio Ideias and Banco Itaú

Introduction

To whom do brands belong nowadays?

Without a doubt, organizations have legal rights over brands, but the stewardship of the brand’s destiny does not depend exclusively on the organization’s will any longer: consumers and non-consumers — ultimately, people in general — are co-responsible for the creation and propagation of contents associated to the brand.

This determines the end of an era, of a time when brand stewards could see and control the messages that were being transmitted about the...

WARC subscribers can sign in to keep reading

Not a subscriber?

Schedule your live demo with our team today

WARC helps you to plan, create and deliver more effective marketing

  • Prove your case and back-up your idea

  • Get expert guidance on strategic challenges

  • Tackle current and emerging marketing themes

We’re long-term subscribers to WARC and it’s a tool we use extensively. We use it to source case studies and best practice for the purposes of internal training, as well as for putting persuasive cases to clients. In compiling a recent case for long-term, sustained investment in brand, we were able to support key marketing principles with numerous case studies sourced from WARC. It helped bring what could have been a relatively dry deck to life with recognisable brand successes from across a broad number of categories. It’s incredibly efficient to have such a wealth of insight in one place.

Insights Team
Bray Leino

You’re in good company

We work with 80% of Forbes' most valuable brands* and 80% of the world's top top-of-the-class agencies.

* Top 10 brands