Academic research on Aberje Award cases points to stronger strategies centered on identity and legitimacy

A doctoral dissertation analyzing Organizational Memory cases recognized by the Aberje Award between 2012 and 2023 identified an evolution in the communication strategies adopted by Brazilian organizations, driven by digital transformation and a growing emphasis on initiatives focused on identity, reputation and institutional legitimacy. The dissertation is available through the University of São Paulo’s Digital Library of Theses and Dissertations. The study also underscores the Award’s role as a reference for disseminating best practices in corporate communication.

The research is part of João de Deus Dias Neto’s doctoral dissertation, “Organizational Memory Narratives: Recovering, Building and Maintaining Organizational Legitimacy”, supervised by Paulo Nassar, President of Aberje and Full Professor at ECA-USP. Currently, João serves as Full Professor at Fatec, São Paulo State Faculty of Technology. The dissertation presents corporate memory as a strategic asset that is vital to the survival of institutions in the present. It argues that narrative acts as a “symbolic bridge” between memory and legitimacy, enabling companies to turn their trajectories into social value and recognition among stakeholders. Organizations that manage their history professionally can therefore consolidate a strong identity, strengthen their reputation and build the trust required to operate in highly competitive markets.

The research examines 35 winning projects in the Aberje Award’s Organizational Memory category between 2012 and 2023. The dissertation describes the Award as a benchmark for excellence, recognizing strategies that elevate memory to a matter of ethical and historical responsibility and demonstrating its potential to humanize corporations and bring organizational interests closer to society’s beliefs and values.

João identified an evolution in communication strategies driven by digital transformation, while preserving core aspects of organizational identity. “The projects analyzed document the evolution of communication within organizations, as communicators diversify the languages and formats they use, allowing messages to reach different audiences more effectively, improve understanding, foster engagement and identification with the organization and, consequently, strengthen a sense of belonging,” he says.

According to the researcher, the most notable projects share a common characteristic: they combine innovation, memory and identity to strengthen organizations’ legitimacy among their stakeholders. “If image can only be sustained when it is closely connected to corporate identity, solid foundations for legitimacy will allow organizations to go further in their operations and ensure greater longevity,” he notes.

João recommends that communication professionals take a strategic approach to the projects they submit. “The focus is on preserving corporate identity, its roots and its evolution. The image an organization projects should reflect that identity. Transparency is essential, even when there are blemishes in its history: it is an indispensable step in building legitimacy,” he says.

Recognized as Brazil’s leading corporate communication award, the Aberje Award comprises 20 categories and accepts entries from companies, agencies, public institutions and third-sector organizations across the country. Submissions are evaluated by approximately 300 professionals and academics, and regional winners subsequently advance to the national stage.

In addition to receiving the award, winning cases gain broad visibility through the public sessions of the Case Panel, Comunicação Empresarial magazine and Aberje’s annual book, which brings together leading benchmarks in Brazilian corporate communication.