From the Rio2C stages to today's strategies: how value creation is surpassing the algorithmic model and driving brand performance.
The anacouto ecosystem was present in Rio2C 2025, with Ana Couto e Marcelo Mattar, who shared valuable reflections and insights on the direction of branding e reputation In the current scenario, during their lectures, the experts discussed how branding is no longer just an aesthetic issue, but a... deep strategy which involves data, performance e recognition of continuous value.
In this article, we will delve deeper into the topics they addressed, starting with... rebranding, passing through evolution of your management, and finally, reflecting on how strategic data They are now fundamental for building truly strong brands. relevant in the market.
Rebranding: the challenge of connecting the brand with the audience.
Ana Couto at the Forbes Brands&Co Summit, at Rio2C 2025, on the panel “What makes (re)branding such a controversial topic?”
During the Rio2C, Ana Couto participated in a panel alongside leaders of Itaú and from Jaguar Land Rover to discuss the challenges behind (re)branding. In her speech, Ana was emphatic: “Rebranding doesn’t start with aesthetics, but with strategy. It’s a response to KPIs, brand equity, consumer behavior, the company’s current situation, and purpose.”
More than just a visual change, it's a business decision. which needs to reflect the brand's timing and the timing of society. As she pointed out, without an emotional connection, every brand risks becoming a hostage to the transactional.
In this context, branding is consolidated as value management, capable of aligning internal culture, narrative, and reputation into a single movement.
The collapse of the "algorithm-driven" model and continuous data management.
Marcelo Mattar, Business and Data Director at Valometry (anacouto's continuous branding management tool), will be speaking on the House Of Brands stage at Rio2C, on the topic "From algorithm-driven to customer-data driven: the value of branding beyond metrics".“
Next, Marcelo Mattar, from Valometry, addressed a crucial topic: the model transition “"algorithm-driven"” for management based on “"client data-driven"”. In recent years, we have observed a shift in traditional market methods. CPM (Cost per Thousand Impressions), for example, saw an increase of 2% to 10% since 2021, and platforms like META are experimenting significant drops in the average return of campaigns.
These numbers indicate that the algorithm-driven model is losing strength. This model is based on... historical data, repeats patterns and focuses on short-term optimization. However, successful brands today are not based solely on metrics of immediate performance.
In a scenario driven by the construction of genuine connections with customers, What really matters is the construction of continuous value. Data from customers and the use of strategic insights They help brands understand consumer desires., anticipate your needs and create a solid relationship. The real challenge lies in to measure the real impact of the brand continuously, not just through short-term metrics, but through a genuine engagement with the public.
What makes a brand iconic?
After reflecting on the importance of rebranding and the change in the form of data management, The question then arises: What makes a brand truly good and relevant in the market?
To answer this question, we need to understand that branding has the power to be iconic when it reclaims history and innovates within its context, transcending borders and generations. This continuous value management drives the positive reputation of the business and its performance in the market.
Here are the 4 pillars of iconic branding according to the anacoute methodology:
- Differentiated: It stands out from the market in which it operates, generating a high degree of differentiation in its way of being, doing, and speaking.
- Owner: It creates proprietary assets that help its recognition to strengthen value.
- Relevant: Your value proposition is clear and sparks a desire to buy and/or use in your customers/consumers, addressing the challenge of the context.
- ConsistentIt has the potential to align all its touchpoints in the short, medium, and long term to build a strong reputation.
How do you measure your brand's impact?
If you're wondering how to measure the real impact of your brand, the Paper Branding and Reputation It presents strategic tools for this. With the anacouto methodology and the framework Valometry, It is possible to accurately measure how your brand is impacting the market and society, as well as adjust your strategies to ensure a... solid reputation and a consistent performance. Click here and download the paper now. and delve into strategic reflections for boost your value management.
Transform your brand reputation into a strategic asset.
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