From branding to being, in Líder

According to Rodolfo Bravo Pereira, there must be authenticity and transparency to humanize a brand.

"The never-ending changes in consumer needs and expectations, fueled by emotional relationships with brands and a stronger focus on sustainability, has demanded great engagement from brands in order to understand their communities. Historically speaking, reputation has always played a main role in consumer trust, but there are now plenty of other factors weighing in on the subject."