Between visual identity, uniforms, typography, and a billion-dollar audience dispute, sports marketing has never been so prominent. The 2026 World Cup ended with Spain lifting the trophy for the second time, defeating Argentina 1-0 in extra time. Brazil finished the competition in 11th place, eliminated in the round of 16 […]

Territorial innovation and positioning strategies in the interior of São Paulo For decades, the narrative of innovation in Brazil was dominated by the major capitals, which represented the most common imaginaries when the subject was technology, startups, and the knowledge economy. In recent years, however, a city in the interior of São Paulo has begun to appear with increasing frequency in reports, […]

From Globo’s soap opera to the RD Summit stage: how simultaneity, content, and expanded narrative transform attention into a cultural phenomenon On Friday, November 7, 2025, during RD Summit, one of Latin America’s largest marketing and technology events, a debate held on the Diálogos stage brought together Globo’s marketing director, […]

COP30 and the Global Initiative for Information Integrity point to a new communication logic The Conference of the Parties (COP30), held in November 2025 in Belém (PA), marks a turning point for Brazil — not only by reaffirming its leadership in global sustainability, but also by repositioning the debate on climate communication. […]

Rebranding as a tool to differentiate, engage, and sustain long-term relationships The education sector, historically marked by tradition and formality, has been challenged by the so-called attention economy, where brands compete not only for students but also for time, engagement, and relevance. This notion has gained strength in recent decades and was systematized by […]

When creativity meets memory and activates a generation’s repertoire I was scrolling through the reels feed on Instagram when I was surprised by a talk show worthy of Silvio Santos and Casos de Família — all at the same time. The saturated colors, the sharp cuts, the witty jokes, and a certain nostalgia […]