The way for Brazilian brands to navigate through a polarized society may be through truth

This article examines polarization in Brazil and why it creates difficult decisions for brands.

This article is part of the August 2021 Spotlight Brazil series, "A close look at LATAM's largest market." Read more

It’s not easy for anyone. That’s no news so far. But it seems it is getting worse, isn’t it? Especially for marketing professionals trying to plot a steady course. Not only the CMO. Even VUCA (Volatility, Uncertainty, Complexity and Ambiguity) – the 1970s initials that best describes our current days – has evolved to MUVUCA, basically what we in Brazil call the addition of a noisy crowd, making themselves heard on social media.

The pandemic increased...

Not a subscriber?

Schedule your live demo with our team today

WARC helps you to plan, create and deliver more effective marketing

  • Prove your case and back-up your idea

  • Get expert guidance on strategic challenges

  • Tackle current and emerging marketing themes

We’re long-term subscribers to WARC and it’s a tool we use extensively. We use it to source case studies and best practice for the purposes of internal training, as well as for putting persuasive cases to clients. In compiling a recent case for long-term, sustained investment in brand, we were able to support key marketing principles with numerous case studies sourced from WARC. It helped bring what could have been a relatively dry deck to life with recognisable brand successes from across a broad number of categories. It’s incredibly efficient to have such a wealth of insight in one place.

Insights Team
Bray Leino

You’re in good company

We work with 80% of Forbes' most valuable brands* and 80% of the world's top top-of-the-class agencies.

* Top 10 brands