The Brazilian market has witnessed the power of organizations that build iconic branding, which not only revolutionize their sectors and generate billions, but also influence the culture and behavior of society.

The arrival of new technologies, such as artificial intelligence, and the emergence of more complex consumer demands—including humanization, emotional connection, convenience, and good governance and socio-environmental (ESG) practices—have led companies to rethink their business models to generate a positive and lasting impact, adding value to all stakeholders involved. This value, in turn, can only be effectively managed when the organization's purpose is well defined, guiding its value proposition and market positioning, as in the case of iFood.

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