Rui Miguel Nabeiro: “In Portugal we are industrial, but we don’t have brands”
Rui Miguel Nabeiro was elected president of the Portuguese Chamber of Commerce and Industry (CCIP) on March 24, replacing Bruno Bobone, who has been in office for 18 years. In addition, financially associated with the work of his predecessor, who praises — “it is a mentally healthy Chamber, it is the largest Chamber in Portugal, with 1300 members” — wants to give a contributor, based on his experience, to solve one of the biggest problems that identifies in the business world in Portugal — the lack of strong brands.
“As soon as I was appointed, I was received by the prime minister, and one of the things I conveyed is that I think there is a lack of brands in Portugal”, says the executive president of Delta. “A very important part of Delta’s and my grandfather’s success was that he never forgot that what he sold was not coffee but Delta, he was selling an experience, which was the Delta brand. The most relevant asset for any company is a brand. In Portugal we are industrial, but then we don’t have brands. We sell a lot of them abroad, and they come back here with a label and a brand worth 10 times more. We are leaving value on the table because we have no brands.”
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