This article is part of the September 2022 Spotlight Brazil series, "How consumers are responding to volatile times.” Read more
Brazilian marketers have increasingly been seeking the power of influence, moving beyond just getting exposure and placing product messaging in front of their audiences. Today, the transformation and impact of a brand is directly linked to how it connects with its audience – and this is not done overnight.
This power is embedded within communities, ecosystems– networks of people, institutions, brands and collectives with common interests and points of view – which have their own channels...