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Pulse
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Consumo local e geo-social: como a cultura redesenha a decisão de compra Do CEP ao contexto: por que o consumo ficou geo-social O consumidor não escolhe só por preço ou conveniência; ele decide a partir do território em que vive,…
Branding para nichos e comunidades: construa conexões autênticas A força do pertencimento em nichos específicos Imagine uma marca que não vende produtos, mas um espelho para a identidade de seu público. No branding para nichos e comunidades, o segredo está…
IA, crise de eficiência e o novo playbook de marketing para 2026 Análise Profunda e Contextualização Nos últimos dias, o mercado de marketing e growth no Brasil consolidou um paradoxo que deve pautar 2026: de um lado, o e-commerce segue…
Liderança inclusiva: da cultura interna à vantagem competitiva de marca Quando a liderança inclusiva sai do discurso e impacta o negócio No começo parecia apenas mais um programa de diversidade. Novo comitê, siglas, palestras. Só que, em menos de um…
Cultura de crescimento contínuo: como transformar o dia a dia do marketing Da campanha ao laboratório: o mindset da cultura de crescimento contínuo Equipes de marketing que crescem de forma consistente deixam de operar apenas em modo campanha e passam…
Métricas de marca e reputação: como medir saúde e capital simbólico Da percepção ao capital simbólico: por onde começa a saúde de marca Antes de abrir o dashboard, saúde de marca é, na prática, a resposta a uma pergunta: se…
Insight-driven content: como transformar dados em pautas que performam Do ruído ao insight: por que só dado não basta Marketing já não sofre por falta de dados, mas por falta de significado. Dashboards abundam, planilhas crescem, porém o calendário editorial…
Foresight and future scenarios: how to prepare brands for what comes next. Why foresight is different from predicting the future. In a market where each quarter seems to rewrite the rules, relying solely on linear projections has become a strategic…
Market trends 2026: what will redefine consumption and marketing From digital burnout to purposeful consumption. The starting point for market trends in 2026 is a consumer saturated with stimuli, but much more intentional in their choices. After a decade marked…
Digital marketing: from the efficiency crisis to growth with data and AI. In-depth Analysis and Contextualization Brazilian digital marketing entered 2025 at a turning point: the model based on mass acquisition via paid advertising has reached its efficiency limit. With…
Employer branding and digital culture: how to become a desirable brand in the hybrid world. From the boardroom to the chat channel: the new stage for employer branding. Employer branding and digital culture have moved beyond recruitment topics and become…
Brand positioning 2026: how to build real relevance in the new landscape Why brand positioning in 2026 is a turning point. In 2026, brand positioning will cease to be mere rhetoric and become a matter of proof: consumers and algorithms…
People analytics for marketing: how data-driven teams perform better Why people analytics is the next leap for marketing teams In the recent past, marketing became synonymous with data for understanding customers. Now, the competitive frontier lies in applying the same…
Post-AI Marketing Leadership: The New Playbook for CMOs and Heads of Marketing From command and control to ecosystem orchestrator. Post-AI marketing leadership stems from a reality check: technology has ceased to be an innovation project and has become strategic business…
Data-driven culture: how to take marketing and product to the next level From intuition to experiment: the turning point of a data-driven culture. Behind the squads that grow above average lies a silent pattern: a data-driven culture where marketing and…
Data storytelling: how to transform data into marketing decisions From raw data to a narrative that convinces the board. Every marketing team has experienced the same scenario: impeccable dashboards, sophisticated charts, but the question that brings down the meeting remains:…
AI and Data Dominate: How Digital Marketing Reinvents Itself in 2025 The Structural Shift in the Brazilian Digital Market Brazilian digital marketing is not just undergoing incremental evolution in 2025—it is undergoing a structural transformation that will redefine strategies by…
Data-driven attribution: why last-click no longer explains your conversions. The last-click illusion that distorts billions in marketing investment. For years, the last-click model served as a compass for marketing teams. Its logic was disarming: attribute 100% of the conversion credit…
SEO for conversational and multimodal search: a complete guide to 2025 The transformation of SEO beyond Google: when search breathes and sees The SEO we know is dead. Or rather, it has evolved into something much bigger. By 2025, optimizing…
App Store Optimization in 2025: Strategies to Maximize Visibility What is App Store Optimization and why has it changed the game of mobile marketing? If you work in digital marketing, you already know that having an app is just the…
