Is your KPI encouraging ESG innovation?
In strategic discussions, I have observed a major challenge: the tools we use to measure success are still anchored in models from the past, while the business landscape is evolving rapidly. This leads us to an important reflection: how does your business model contribute positively to the ecosystem on which it depends? Traditional performance metrics, [...]
No innovation in toxic and exhaust environments
According to the Gallup 2025 report, only 21% of people are engaged at work. We look around and see people who are exhausted, overworked and not very motivated or creative. We live apathetically, bored, working out of necessity rather than out of a sense of meaning or fulfillment. The world has changed completely, but our relationship with work has not. We are [...]
The forgotten tax that could become your brand's biggest marketing investment
When was the last time a marketing investment really changed the course of your brand? I'm not talking about fleeting awareness or metrics that evaporate with the next algorithm. I'm talking about real impact, the kind that crosses time, shapes perceptions and places the brand as the protagonist of stories that matter. A [...]
Sound Intelligence for brands and leaders who want to go beyond the obvious.
Think about your life routine and imagine that you're hearing something all the time. Sounds that, without realizing it, affect you in a positive or negative way. From the alarm that goes off in the morning when you wake up, to the beeps, melodies and mechanical sounds emitted by different products, advertisements or podcasts with distracting tracks and voices [...]
There's no point in answering the wrong questions the right way
"Wisdom is the reading of time." Milton Lavor Those who work in marketing and communication didn't get here by chance. They have a passion for creation, behavior and strategy. They like to see impact happen. But there's a trap in this intensity: we start to attach too much importance to the wrong questions. Like: "Is AI going to replace [...]?
The relevance gap: what's left of the CMO when the brand no longer matters?
Between one ROAS spreadsheet and another, there is a silence that no one hears, the silence of a brand that has stopped echoing. It's soft, almost poetic: it sounds like a breeze, but it's a vacuum. And at the same time, it cuts like a razor: it reminds the C-Level that, without relevance, every KPI becomes wind. In the glass corridors of multinationals [...]
The invisible pain of CMOs: the loneliness of leading the new.
Marketing has always been about connection. But there is a brutal irony in this: there have never been so many marketing leaders feeling alone. In a hyperconnected world, where every pitch becomes a post, every insight becomes a lecture and every metric becomes a slide, it's surprising and, at the same time, totally understandable that many CMOs are going through their most [...]
The ego loves the badge. But what about the soul?
In the market in which we operate, the badge matters. The brand we represent opens doors, generates listening, validates conversations. Being at the head of large companies and powerful brands makes us, in a way, interesting. Not just for the market, but for others and often for ourselves. Over time, "who I am" and "where I am" [...]