When logotypes go wrong. For you who were born a few decades ago, and not in Brazil, the expression on this article’s tittle indicates an unexpected result, especially in soccer. When the underdog team has a surprising performance and beats the top in the league, for example. The zebra thing…

Defining a brand name is no simple task. Something that requires a lot of planning and creativity. I can say that it is one of the most challenging tasks in branding. However, when you reach a solution that pleases and represents well the brand strategy, what a joy! …

A baby’s name. How do we choose it? Parents don’t always agree. It seems that there is no scientific explanation. But we always hear: - Oh, don’t choose that name! Every kid I know with that name is a rascal! There’s always the well-known veto of a baby’s name if…

I was the keynote speaker during a client’s event, in charge of presenting the brand’s new positioning to the whole company. As soon as I entered the stage, I asked the audience: -Who among you believes that Brand Positioning aims to find a gap or unoccupied market territory? A good…

When I was a child I used to watch every afternoon a kid’s Tv show in a Brazilian cultural channel. That show had several of my favorite all-time sketches. I loved the little mouse singing while taking a bath. Nowadays I still sing that same catchy song to my daughter…

The need for escapism and the appreciation for period dramas are not the main explanations for Bridgerton’s success on Netflix. What’s behind this new sensation is a response to a latent outcry. Let’s uncover it! No doubt, Netflix hit jackpot together with Julia Quinn, Shondaland and Chris Van Dusen. The…

Brands can have a positive effect on our Christmas spirit during the pandemic. Here’s why. History tells that gifts are a vehicle of allegiance, a bridge for connection by being a symbol of affection and care. But the facts in our history may never eclipse a fantastic story created by…

Ceder ao conceito de Propósito no seu negócio é a coisa mais relevante e corajosa que você pode fazer pela sua empresa, especialmente em momentos como esse. — “O único propósito das pessoas ao abrir um negócio é ganhar dinheiro”. Quantas vezes ouvi pessoas de negócios dizerem essas palavras? Incontáveis. Há quem duvide sobre a importância do Propósito. Não podemos culpá-los por pensar que o dinheiro está por trás de tudo, porque em muitos casos, a verdadeira razão de…

To give in to the concept of Purpose in your business is the most relevant and brave thing you can do for your company, especially during times like these. — “People’s sole purpose when opening a business is to make money.” How many times have I heard business people say those words? Countless. There are people who believe that, when it comes to opening a business, it’s all about the money. The truth is, we can’t blame the incredulous, because…