Autoral
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A Pandemia que não terminou
A pandemia foi tratada como evento. Eu a enxerguei como processo. Ela não terminou porque deixou de ser sanitária e…
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WHO CHOOSES ANY NAME ACCEPTS BEING ANYTHING.
It was 2003. Tech startup, three brilliant founders, revolutionary product. Company name: “SoluTech Integrated Systems Ltd.” I asked: “Why that…
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IF YOUR BRAND DOESN’T HAVE A SYMBOLIC ENEMY, MAYBE IT’S FIGHTING FOR NOTHING
I first saw this in a repositioning meeting in 2011. Client: 40-year-old cosmetics brand, sales down 15% annually. The head…
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A brand doesn’t need to be everything to everyone. It needs to be everything to someone.
I remember the first time I presented this statement in a branding workshop. It was 2007. Client: regional bank wanting…
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The Hidden Liability in M&A and Influence Marketing: When Borrowed Credibility Becomes Unpriced Risk
In M&A due diligence, we audit IP portfolios, litigation exposure, regulatory compliance, and balance sheet liabilities. But there’s a category…
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