During the panel “Branding and Performance: the meeting of CMO’s” at the The Most Valuable Brands in Brazil Award 2025this Monday (3), marketing directors of large companies, such as Nubank, Visa e Rede Globo, discussed the role of branding in building the brand combined with performance, challenges and perspectives on the future of the sector in a context of lack of customer attention.
Present on the panel were Tiago Lara, head of Brand Excellence at Nubank; Gabriela Sicito, director of Market Intelligence, Measurement and SME at Rede Globo; Guilherme Stefanini, CMO of Stefanini Group; and Renata Benigna, professor at ESPM and Media Director at Visa; mediated by journalist Mari Amaro.
For them, in a scenario of constant bombardment of contentbrand building must go beyond traditional metrics and focus on creating in-depth and immersive contentcapable of promoting greater customer engagement and retention over time.
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The award, which, for the first time, has the InfoMoney as an official partner in publishing the ranking, it measures how much the strength of a Brazilian brand is worth. The evaluation is carried out by the consultancy firm TM20 Branding, in partnership with Brazil Panels and Elos Ayta.
“I am sure that this cycle of building relevance and reputation will continue. The examples of the award-winning brands will serve as inspiration for new companies that will emerge over time, contributing to building an increasingly better country”, said Matheus Lombardi, CEO of InfoMoneyduring the opening of the event.
Challenges and future of branding
For Sicito, from Rede Globo, the future of branding is linked to attention economythat is, the ability to create content that really impacts the public amidst the excess of information. She predicts that brands that manage to build relevant and creative content will be the strongest, maintaining performance as a natural consequence.
“We are bombarded by content, and what we just see, we forget. For people to understand the brand, they need to be exposed to high-attention content, more immersive content”, he said.
According to him, brands that really create relevant content that attracts attention will create a difference in the market. This is because, today, we are “having an abundance of content, but a shortage of attention”.
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According to Sicito, knowing the consumer in depth and adapting the offer to their preferences, as Globo has been doing, integrating TV, streaming, social networks and short and long formats, is an effective way of building relevant and high-attention brands.
For Stefanini, from the Stefanini Group, in the technology and consultancy sector, focusing on digital transformation and co-creation of solutions, branding in B2B companies — a business model where transactions of goods and services occur between companies — is even more challenging.
“While in the B2C model [modelo de negócio onde uma empresa vende diretamente para o consumidor final] there is an emotional relationship that helps the consumer to buy a brand on impulse, in B2B it is essential to be present in the customer’s mind to be known as expert. This strategy is essential for the customer to remember the company and look for it when necessary.”
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Stefanini believes that the big bet for the future is to strengthen the brand’s digital presence, using technological resources to create more personalized and relevant experiences for customers.
In this sense, the artificial intelligence has transformed the measurement and optimization of branding campaigns, offering historical analysis, insights and testing possibilities to increase the effectiveness of actions.
Brand building
Benigna stated that branding is a fundamental strategy for strengthening the brand. She highlighted the importance of associating brands with relevant events, such as the Olympics and World Cup, to reinforce identity and increase visibility, in addition to establishing clear metrics to measure results of the business.
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“It is necessary to be clear about what the KPIs are [Indicadores-Chave de Desempenho] which are directly linked to the objective, as this is the focus we must pursue. The choice between these indicators depends largely on the main objective, while other metrics help in learning and improving the campaign, contributing to the final result”, he stated.
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From the perspective of Lara, from Nubank, measuring results is a central point within brand building, but it should not be the focus of a campaign.
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“Measurement must be something pursued with purpose, but not something that pursues us incessantly. If we are always chasing the metrics, we are running all the time, unable to stop, reflect and plan calmly. Therefore, more than the detail of the metric itself, the fundamental point is that we are the ones chasing the metrics, and not the other way around”, he said.
Lara explained that at Nubank the focus is on ensuring that the brand’s fundamental elements are authentic and with a genuine behavioral bias. According to him, the bank seeks to participate in the existing cultural conversation, using entertainment and spin-offs to generate engagement.
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“The biggest concern in the communication aspect is to avoid being a self-centered brand as much as possible. More than sponsoring content, it is necessary to participate in the conversation that is happening and that people are producing in different media.”
Lara stated that brand building goes far beyond advertising campaigns and is present in all interactions that the consumer has with the company: the user experience in the application, customer service and receiving the card in the welcome kit.
“The way of presenting this entire experience has enormous power. Brand professionals cannot forget that the form, whether visual, service or communication, is often more important than the content itself, as it is what creates the lasting impression and emotional connection with the consumer”, he said.
