2026: O branding volta a dar cartas numa Europa que redefine prioridades
O State of Marketing Europe 2026 da McKinsey coloca o branding no topo das prioridades dos CMOs europeus. A confianΓ§a, a eficΓ‘cia e a visΓ£o estratΓ©gica tornam-se os trΓͺs pilares que moldam o marketing moderno, num continente marcado por pressΓ£o econΓ³mica, complexidade digital e mudanΓ§as culturais aceleradas.
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 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.
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.