Chieko Aoki and Luiza Trajano discuss brand longevity at Festuris

Chieko Aoki, founder and president of Blue Tree Hotels, and Luiza Helena Trajano, chair of Magazine Luiza and Grupo Mulheres do Brasil, participated in a panel at the Festuris Meeting in Gramado. The discussion, titled ‘Women Who Build Strong Brands That Endure Over Time and Cross Generations’, focused on business legacy, identity, and longevity.

The panel was moderated by Tati Finkelstein, founder and operations director of Mercatur Premium. The conversation explored how businesses can evolve to meet changing consumer behaviors and economic dynamics while maintaining their core values. Aoki shared insights from her international career in hospitality, emphasizing four pillars for brand longevity: experience, relationship, identity, and adaptability.