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...