In a world where people’s attention is worth more than ever, what makes a brand truly inspiring? Being a technology pioneer, market leader or having a quality product is no longer enough. The real difference, according to experts, is something more human: the ability to create real connections with people.
And that was the main highlight of the panel “Brands that Inspire: Connection with the Consumer”presented during the The Most Valuable Brands in Brazil Award 2025. The meeting brought together William Malfattidirector of communications, customer relations and institutional relations at Fleury Group, Gisela Schulzingerteacher at ESPM, Aléxia DufflesCMO yes MRV e Gian Franco RocciccioliCSO da Pande Design.
The power of empathy: the Fleury case
On the eve of turning 100 years old, the Fleury Group continues to be a reference in customer experience in the healthcare sector. To William Malfattithe secret is simple, but requires consistency: preserving the essence.
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“We need to maintain continuous awareness to understand the service we provide, which is healthcare, and ensure that each client leaves better than when they entered”, he states.
Com 77 million consultations per yearFleury learned to adapt to the different realities of the country. After more than 40 acquisitions, the company realized that it needed to “get out of the mindset of the São Paulo elite” and understand regional habits and cultures. “We began to understand how customers like to be served in each place. This allows us to generate regional value and strengthen the brand nationally”, says Malfatti. And organizational culture is the foundation of this connection.
“To have well-received customers, we need to welcome our employees. Fleury’s culture is kept alive by everyone, and that starts with leadership”
The era of people (not consumers)
The teacher Gisela Schulzingerfrom ESPM, brought a provocation: perhaps it is time to retire the word “consumer”.
“We’ve tried not to use that term. These are people. You have to look outside, understand what they want and enter into the conversation in a genuine way.”
According to Gisela, the digital world has expanded the space for interaction, but has also made dialogue more complex. “The virtual space is gigantic and requires brands to participate without trying to impose themselves. Each one must find its own way of dialoguing, with transparency and truth.”
For her, building an inspiring brand is a living process. “The future is not something distant. It is already happening. The challenge is to bring it to the present with transparency”, he states.
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MRV and the concept of ‘pop brand’
On the journey to get closer to people, the MRV repositioned its identity, no longer just a “popular brand” to become a “pop brand”with cultural presence and emotional connection.
“MRV has always been known for its price and reach. But the pop brand brings the symbolism of being part of people’s daily lives”, he explains Aléxia DufflesCMO of the company.
One of the milestones of this turnaround was the sponsorship of Big Brother Brasilwhich inserted MRV into the national conversation and reinforced its presence in the popular imagination.
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“The brands that will continue will be those legitimized by customers. Resident communities have become spaces for learning and generating insights”
Inspiring brands talk less about themselves and more about people
To Gian Franco Rocciccioliyes Pande Designinspiration comes from coherence and truth. “Inspiring is not talking about yourself, but about what you have to offer people. Brands need to recognize themselves, know their purpose and speak authentically”, he states.
He reinforces that branding is an ongoing process, which depends on cultural coherence and constant dialogue.
“Digital life has brought radical transparency. Only those who talk to different audiences in an honest and systemic way gain legitimacy”
In the end, a consensus united the participants: The most inspiring brands of the future will be those that know how to act like people, that is, with empathy, listening and purpose.
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As Gisela Schulzinger summarizes, “the future must be designed in the present, with truth and transparency”.
