Da capa da Pepsi aos menus monstruosos: como o Halloween transforma marcas e consumidores
Halloween Γ© mais do que mΓ‘scaras e abΓ³boras. Γ o momento em que os consumidores permitem que as marcas explorem o proibido, criando emoção, envolvimento e memΓ³rias que duram. As marcas que dominam este equilΓbrio entre medo e emoção sΓ£o as que conquistam reconhecimento e preferΓͺncia.
O dia em que deixÑmos de escolher, e começÑmos a ser escolhidos
O dia em que o entretenimento deixou de informar e passou a moldar-nos. Do infotainment Γ IA, vivemos a era em que os algoritmos escolhem por nΓ³s.
A imagem que nΓ£o existe: e se a prΓ³xima campanha da sua marca nΓ£o tivesse ninguΓ©m real?
Num mundo onde campanhas com modelos gerados por IA se tornam comuns, o que acontece Γ autenticidade das marcas? Mariana Cerca Miguel analisa o impacto real da inteligΓͺncia artificial na confianΓ§a, na estΓ©tica e na ligação emocional no branding.
O novo sabor da América⦠segundo Trump
A nova fΓ³rmula da Coca-Cola nos EUA, associada a declaraçáes de Donald Trump, levanta questΓ΅es crΓticas sobre branding, brand equity e o risco de politização das marcas. Neste artigo, Mariana Cerca Miguel analisa como uma decisΓ£o de produto pode comprometer o ADN de uma marca global e transformΓ‘-la num veΓculo ideolΓ³gico.
Co-Branding: quando duas marcas valem mais do que uma
Num mercado onde sobram mensagens e faltam ligaçáes verdadeiras, o co-branding emerge como uma estratΓ©gia de alto impacto. Mais do que colaboraçáes visuais, sΓ£o alianΓ§as com intenção, entre marcas que se juntam para criar valor simbΓ³lico, relevΓ’ncia cultural e experiΓͺncias que nenhuma conseguiria gerar sozinha. Neste artigo, Mariana Cerca Miguel explora os principais formatos de co-branding, casos de sucesso, riscos a evitar e o que realmente faz uma parceria de marca funcionar.
Os gigantes atrΓ‘s das marcas: o impacto invisΓvel dos lΓderes na alma das marcas
O que acontece Γ s marcas quando perdem o seu eixo de influΓͺncia? De Wintour a Nabeiro, Mariana Cerca Miguel fala sobre quatro lΓderes que moldaram o branding com visΓ£o e presenΓ§a e a importΓ’ncia do branding de influΓͺncia na construção de uma marca.
Institucional nΓ£o Γ© sinΓ³nimo de boring.
Num mundo onde a narrativa é uma arma e a imagem é poder, a NATO continua presa a uma identidade visual desatualizada. Mariana Cerca Miguel explora neste artigo por que razão a marca da NATO precisa urgentemente de um rebranding sério, estratégico e contemporÒneo, capaz de afirmar presença, traduzir valores e comunicar com relevÒncia num contexto global em ruptura.
The overloading data paradox or the era of measuring everything, but understanding nothing
Weβre surrounded by data, dashboards and KPIs, yet clear answers are harder to find. In this article, Mariana Cerca Miguel explores the paradox of overloading data and why measuring everything might be blocking real strategic decisions. Read now.
The new chaos of buying. Branding in the age of too much
What if the biggest risk to your brand isnβt invisibility, but irrelevance?
In a world where consumers donβt follow funnels but live in loops, where decisions are delayed, distracted and shaped by unseen forces, the traditional playbook no longer works.
This article dives deep into the Messy Middle, the space where real decisions happen, and where branding becomes the only true anchor.
From the psychology of memory and choice, to the behaviours that define the modern journey β streaming, scrolling, searching and shopping, we explore how strong brands donβt just survive chaos.
They master it.
The Irresistible Rise of Food-Inspired Marketing. A sensory revolution rooted in consumer behavior
Discover how food-inspired marketing is reshaping brand strategy in 2025. From sensory branding to luxury activations, explore how leading brands like Gucci, Rhode and Jacquemus are turning cravings into connections β and desire into value.
Do mascots still matter? Or are they just relics from a lost era of branding?
Do mascots still make sense in modern branding?
Brand mascots have long been a powerful tool for emotional connection and brand recognition. From Ronald McDonald to the Michelin Man, these characters helped brands feel more human. But in an era dominated by minimalism, digital marketing, and AI-driven interactions, are mascots still relevant?
This article explores the evolution of brand mascots, their successes, and why many disappeared. It also dives into AI-powered avatars, metaverse branding, and interactive digital mascots, showcasing how companies like Disney and Duolingo are reinventing them for the digital age.
Discover the future of mascots and why they remain brandingβs secret weaponβif used right.
Brands on ValentineΒ΄s that actually get it.
Valentineβs Day marketing often falls into the trap of clichΓ©βgeneric love stories, predictable discounts, and visuals that blur into sameness. But the brands that truly stand out go beyond superficial romance, tapping into humor, inclusivity, nostalgia, and cultural relevance. From Savage X Fenty redefining love as self-empowerment to Snickers solving last-minute panic with wit, these campaigns prove that creativity is what makes a message resonate. Valentineβs Day isnβt just about selling productsβitβs about creating moments that feel real.
Branding in the age of fragmentation: how small details build great brands
Strong branding is about evolution without losing identity. Every campaign, action, and decision must align with the brandβs core purpose, ensuring consistency and authenticity. The key to long-term success isnβt just keeping up with trends, but staying true to what makes the brand uniqueβgrowing without losing direction.
Fast-Forward Branding: how social media and AI are redefining brand communication
The future of branding is no longer just about being seenβitβs about being authentic, relevant, and emotionally connected with consumers. In 2025, brands must go beyond social media presence and focus on building trust, engagement, and a lasting digital legacy. AI and social search are no longer just tools, they are key allies in shaping brand identity and creating meaningful consumer relationships.
AI β Is our future in good taste?
What makes creativity truly impactful? Itβs not just technique or technologyβitβs intuition, sensitivity, and refined taste. True creatives see what others donβt, transforming the ordinary into something unforgettable. Whether in design, writing, or digital art, itβs the human touch that adds meaning and emotion, making every detail resonate deeply. No matter how advanced AI becomes, good taste and creative instinct will always be irreplaceable.
When advertising isn't thereβ¦ but everyone is talking about itβ¦
FOOH is revolutionizing outdoor advertising by blending digital creativity with real-world environments. Using CGI and augmented reality (AR), brands like Oreo, L'OrΓ©al, and Maybelline are creating viral campaigns that captivate audiences and spark massive social media engagement. Discover how FOOH is transforming marketing, generating buzz, and redefining brand-consumer interactions.
Brands that leave a mark
Discover how branded content goes beyond traditional advertising, creating authentic narratives that connect emotionally with consumers. Learn from brands like Red Bull, Dove, Mercedes-Benz, and Betclic, which use storytelling to inspire loyalty beyond reason. Find out how purpose-driven marketing and engaging content can turn a brand into a lovemark, building lasting relationships with audiences.