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Transformation in digital marketing and performance with Brandgrowth

Brandgrowth: the new frontier between brand and performance.

In recent days, the digital marketing market has experienced a strategic shift driven by the pursuit of total integration between branding and performance. The Brandgrowth approach, which balances brand building and immediate results, has established itself as the most effective way to increase visibility and conversion , enhanced by artificial intelligence, customized campaigns and agile content formats[5][2][3].

Campaigns and formats that dominate the dialogue with the public.

Going viral is no longer enough: leading companies are adopting authentic short videos (TikTok, Shorts), intimate podcasts, and interactive formats such as quizzes and AR experiences to capture attention and empathy. The use of behavioral data, intelligent segmentation, and personalized content has become the standard. Brands like Patagonia are cited as a benchmark for aligning positioning, values, and performance across all channels, reinforcing reputation and loyalty.[1][2][5]

Market trends and events that drive the sector.

Among the most debated topics of the week are:

  • The growth of retail media and A/B testing to optimize campaigns in real time.
  • Investments in attribution models to measure not just clicks, but real brand impact.
  • Events like SXSW Europe highlighted discussions about omnichannel strategies and AI-powered automation in customer relationships.

Behind these evolutions lies the pressure for KPIs based on genuine attention and the challenge of creating relevant narratives without losing agility and personalization[3][5]. Brands that combine storytelling, emotional experience and performance (drive-to-store, qualified conversion) lead the ranking in recall and engagement.

References

  • [1] MBway: Le brand content in 2025
  • [2] Forbes: Unavoidable marketing strategies for 2025
  • [3] Happydemics: Digital marketing trends 2025
  • [5] Azira: Branding and performance – a powerful equation in digital advertising
Marcel Miccolis Pilipovicius
Marcel Miccolis Pilipovicius

Director of Marketing and Growth at GRI Institute

Marcel Miccolis Pilipovicius is a Marketing and Growth strategist specializing in brand positioning, demand generation, and data, content, and technology integration. He currently leads the global rebranding of the GRI Institute, a global think tank that connects leaders in real estate and infrastructure, guiding its transformation from a networking club into a knowledge-driven institution of influence and impact.

With a career built at the intersection of creativity and performance, Marcel believes that strong brands are born from the union of purpose, strategic clarity, and data-driven execution. His approach combines institutional vision, digital innovation, and collaborative leadership to build sustainable ecosystems for communication, growth, and long-term brand value.

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