Heineken Mozambique

Masterclass highlighted the importance of building brands that go beyond products and services, fostering lasting relationships with consumers.

HEINEKEN Mozambique and Orange Corners MOZ held a masterclass on 7 October entitled “Brand Experience: How to Build Brands That Create Communities”. The initiative brought together dozens of young entrepreneurs, business founders and marketing enthusiasts in a hybrid session, with participants attending in person at the Orange Corners MOZ premises and online via Zoom.

Led by Dércio Costa, Senior Brand Manager at HEINEKEN Mozambique, the session aimed to demonstrate how businesses can move beyond simply selling products and services by establishing emotional connections with consumers and turning customers into genuine brand ambassadors.

“In an increasingly competitive market, consumers do not simply buy what your brand does, but rather what it stands for and how it makes them feel,” said Dércio Costa, emphasising the importance of fostering a sense of belonging and building communities around brands.

Throughout the presentation, participants were introduced to strategic tools, practical examples and insights into market positioning, brand perception and consistency in delivering value, all essential elements for business differentiation and sustainable growth.

The masterclass forms part of the partnership between HEINEKEN Mozambique and Orange Corners, an initiative of the Kingdom of the Netherlands, supported by partners such as Grindrod and implemented by ideiaLab.

Through these activities, the two organisations aim to bring the knowledge and experience of business leaders closer to the realities faced by young Mozambican entrepreneurs, helping them develop skills in management, marketing and leadership.

The initiative reinforces HEINEKEN Mozambique’s commitment to nurturing young talent, fostering innovation and contributing to the development of a more competitive and sustainable business ecosystem in the country.