FSB Holding is preparing the 2026 edition of Repcom in a context in which influence is no longer just a communication tool and has started to occupy a more strategic space within companies.
In an environment marked by the growth of creator economydue to the strength of social networks and the increasing exposure of brands and leaders, the topic also began to be discussed from the perspective of reputation, governance and decision-making.
The event will be held on August 21, in São Paulo, and will bring together business leaders, creatorsexecutives from large companies and experts to debate the role of influence in building credibility and value for brands.
The purpose of the meeting is to expand the discussion on influence beyond marketing and digital performance. Previously associated mainly with reach, audience and sales, the topic is now treated as a business asset, capable of impacting public perception, corporate reputation and even the risk of organizations.
“The market already understands influence as a media and sales power. What is still under construction is the understanding of influence as a reputational asset and strategic business theme”, says Marcos Trindade, CEO of FSB Holding.
Corporate influence gains space at C-Level
The change in the role of influence also accompanies a transformation in the way companies and executives position themselves in the digital environment.
Increasingly, corporate leaders began to act as content producers and spokespersons for brands, in an attempt to bring companies closer to their audiences and humanize institutional communication.
For Alexandre Loures, partner and leader of the private area at FSB Holding, a relevant part of the public perception of brands today is built outside the companies themselves, by people who carry values, stories, symbols and beliefs.
According to Loures, this movement requires new levels of governance, responsibility and strategic vision from organizations.
The FSB partner also assesses that there is an emerging market for corporate influence, in which C-Level executives lend reputation and credibility to the companies in which they work.
Credibility and trust are at the center of the debate
The discussion gains relevance at a time when the creator economy continues to expand and companies face growing challenges related to authenticity, digital trust and misinformation.
Influence now has a direct impact on the way consumers perceive brands, products, services and leadership. At the same time, phenomena such as digital crises, polarization, deepfakes and circulation of false information increase pressure on companies and executives.
In this scenario, Repcom 2026 intends to discuss how brands can build influence in a sustainable, strategic and reliable way. The agenda must also address ways to balance reach and responsibility in an environment in which reputation and credibility have become central assets for business.
“More than discussing trends, Repcom 2026 proposes a reflection on how companies, leaders and brands can build influence in a strategic, sustainable and reliable way in an environment in which reputation and credibility have become central assets for business”, says Pollyana Miranda, CEO of Deck, a company from the FSB Holding group specialized in influencer marketing.
