Black Friday: da sexta-feira ao mΓͺs inteiro
A Black Friday deixou de ser um dia e passou a ser um ciclo contΓnuo de estΓmulos que testa a confianΓ§a do consumidor. Entre descontos que nem sempre sΓ£o reais, decisΓ΅es cada vez mais calculadas e casos recentes que expΓ΅em prΓ‘ticas enganosas, o valor da marca jΓ‘ nΓ£o vive na promoção, mas na verdade que comunica. Neste artigo Mariana Cerca Miguel analisa a fadiga crescente do mercado, os dados mais relevantes da BCG, Deloitte e McKinsey, e explica porque a confianΓ§a se tornou o ativo mais importante nesta nova era de consumo.
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.
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.
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.