Key Insights
I used to say that stories and good content are shared because audiences find them interesting, not because they belong to a brand. And probably, the brands' biggest challenge at the present is how to captivate and gain the attention of today's audiences. Brands need to make their first switch, their first key turning point by choosing to tell meaningful stories, which aren't interruptive but completely focused on the audience. The focus is not on impact, views, or likes, but instead on provoking and expanding a relevant conversation with society.Brands must address the truth with honesty, amplitude and depth, because this is what really matters to people - representing society and daring to purposefully transform the culture. It's not what brands do that matters, but why. A brand narrative with meaningful and relevant stories creates value and takes the relationship between brands and audiences to another level.
Signature Work Achievements
With 38 years of experience in the fields of marketing, communication, content and storytelling, I have worked for decadesas a strategic leader, co-creator and executive producer for several branded content and brand storytelling projects such asdocumentaries and short films like “Beco das Garrafas”documentary for Heineken, Itaú bank’s short film “Father”, Natura&Co together with other brands film “When we are what we want to be”, in the two seasons of the documentary series “Humanity In Me” for the Nestlébrand, also in the global series for Instagram (California) “TogetHER” - about the strength of women entrepreneurs across the world and,among other projects, I just led as a Brand Storytelling Consultant and Curator, the conception and production of the new TV series “Roots” for the Brazilian bank Sicredi.
Career Lessons
The Uruguayan writer Eduardo Galeano once said that what moved him to write was: “Being able to look at whatis not supposed to be seen but deserves to be seen: the small, the tiny things of unknown people, the micro-world where the true greatness of the universe lives and, at the same time, to be able to contemplate the universe through a keyhole, that is, from little things, to be able to look beyond, to the great mysteries of life.” So choosing the path of meaningful narratives where stories are connected to reality - with a humanistic truth, has proven to work very well. Achoice that is directly related to the brand’s purpose, its vocation and role in the world, and to what is relevant and makes sense tothe audience. Be open to new approaches, seek the truth, the originality and peculiarity in characters and narratives that can trulyconnect people’s hearts. I keep saying that nowadays brands that generalize don’t speak to everyone. So find the authentic and uniquein everything you do.
