In a market saturated with advertising, Paulo Ilha, co-founder and partner at Brazilian agency Galeria, believes the brands that endure are those that establish an emotional bond with consumers. Speaking to CNN Brasil’s Valor de Marca program, he said this connection can help a brand remain strong through changes in the market.
Ilha argued that brand value has become even more important as consumers increasingly interact with companies beyond traditional advertising. People follow commercial breaks, participate in conversations and create their own content around brands, turning them into part of everyday life.
One example is McDonald’s, a Galeria client for more than 20 years. In 2019, while Ilha and his partners were still leading DPZ&T, the fast-food chain replaced its official name with the nickname “Méqui” on the façades of two restaurants, in São Paulo and Rio de Janeiro. The nickname was also used on the brand’s social-media profile images.
According to Ilha, the initiative came from listening to and observing consumers. He also highlighted McDonald’s recent closeness to younger audiences as a source of pride.
Itaú Personnalité illustrates a different challenge: modernizing an established brand without losing its history. In September 2026, as the Itaú Unibanco high-income division marked 30 years, it launched the “Pra todos os seus feitos” (“For all your achievements”) platform with Galeria, alongside new visual elements.
The positioning expands the brand’s focus beyond financial services to include family, experiences and legacy. The initiative also introduced a new tier in the loyalty program and a new card, according to Propmark. Ilha described it as a new approach to the country’s high-income audience, combining new signs, products and services.
He said strong, long-standing brands need to renew themselves by creating products and services that are agile and relevant, while observing consumer behavior rather than relying only on their own strategies. Itaú Unibanco marketing director Juliana Cury told Propmark that Personnalité’s role is to connect these dimensions with specialized advice.
Vivo has taken another route by linking its brand to a specific passion. Spanish tennis player Rafael Nadal has been an ambassador for the operator for more than a decade. In 2025, after retiring, he appeared in Galeria’s “Casa Conectada” film, recorded in his hometown of Manacor to promote Vivo’s residential internet service. Ilha said the partnership has important meaning for consumers.
Being part of public conversation also creates risks. Havaianas, another Galeria client, faced a political backlash at the end of 2025. The brand’s summer campaign, “Todo mundo usa. Todo mundo ama.” (“Everyone wears it. Everyone loves it.”), was launched in October and starred actress Fernanda Torres.
In December, a year-end film featuring Torres included the line, “Sorry, but I don’t want you to start 2026 on the right foot.” The intended message was to encourage people to begin the year “with both feet.” Politicians from Brazil’s PL party, including Eduardo Bolsonaro, Nikolas Ferreira and Bia Kicis, interpreted the campaign as a political provocation and called for a boycott on social media. Eduardo Bolsonaro posted a video throwing a pair of flip-flops into the trash.
The market reaction was brief. Shares of Alpargatas, Havaianas’ owner, fell about 3% on December 22 and rose 3.5% the following day. RB Investimentos analyst Gustavo Cruz assessed that the impact was likely to be short-lived. Havaianas did not comment on the controversy.
Ilha did not address the episode directly in the interview. Instead, when discussing Havaianas, he praised the brand’s way of responding to consumers and its work to remain part of public conversation.
For Ilha, consistency is essential when brands face changing cycles and moments of controversy. Building a brand, connecting with people and maintaining consistent contact with consumers are what allow it to become part of their lives.
Valor de Marca is a new CNN Money program hosted by Muriel Porfiro. It brings together marketing leaders to discuss the strategies behind major brands and airs on Mondays at 7 p.m. on CNN Money. The program also accompanies the launch of the Valor de Marca section on CNN Brasil’s website, featuring Fernando Miranda, CNN Money’s marketing and business strategist, in partnership with marketing, communications and business outlet Nosso Meio.
Sources: CNN Brasil.