The world has changed faster than we imagined. We've entered a VUCA squared moment. In recent weeks, we've needed to move quickly to adapt our lives and businesses, manage teams, and handle our personal routines. But above all, it's a pause that has left us very reflective, perhaps even stunned by its unprecedented scale.

We've reached a conclusion. We do need to reflect and be cautious, but the most important thing now is to act. After all, as we've always said, the brand is, does, and speaks. It seems that action has taken the lead.

And it's great that we've seen so many actions. Brands that start from their purpose to promote engagement in the ecosystem and an effective transformation in people's lives in this new context. Whether it's producing hand sanitizer and masks, solving their clients' financial problems, or building spaces for collaboration and connection between people. You need to show that you care!

We learned a lot and will continue on this journey of building value, or rebuilding value. We know we won't be the same after this global lockdown. Therefore, we reinforce the purpose of the Ana Couto e Laje agency, which is to help people and companies evolve based on their purpose. We are launching an initiative called TIP Insights, content with transparency and inspiration for people at this turning point for humanity. The idea is to inspire, generate debate, and be a meeting place for our ecosystem in a proactive and generous way, as we have always believed.

The paper “The Brand Does: Insights for Building Value in Times of Crisis” is the first in a series of articles we will be sharing. Stay tuned, we'll have more news soon.

Together, we will emerge from this crisis even stronger and more inspired.

Hug,
Ana Couto
Ana Couto e Laje is the CEO of the agency.

Fill out the form below to download the unpublished material.