STRATEGY

To chart the course to follow from this challenge, we undertook an extensive diagnostic phase, with two meetings with the GNT team, seeking to understand the brand's current state, its strengths, and what kind of changes the team wanted to bring about in the coming years, not only at GNT but also in society. We also spoke with experts from groups of Black people, women aged 35-59, and the LGBTQIA+ population, who shared their perceptions of the brand and inspired directions for attitude and posture for GNT, also helping us understand the gap between the brand's actions and how it was actually understood. With a clearer perspective after all these conversations, we delved into GNT's internal materials and media studies, which were fundamental in outlining market trends and how they could be incorporated by the brand.

Based on all this in-depth analysis, we understand that GNT is a space for debate, exchange, inspiration, and learning; a light and empathetic brand that also addresses complex issues, connecting with each person; and also that it is a cross-platform brand, present where its audience is, with content that resonates in new discussions and with very well-defined territories: home, food, and dialogue. Despite all this potential, the brand was presenting itself in a fragmented way in relation to its different themes, and we realized that it could be more diverse and inclusive, bringing more 'Brazils' to its communication. If GNT is about people, then all those people should be on GNT.

As another step towards these changes, we determined that it was necessary to revise the brand's purpose: "To inspire and transform the world through people's stories" became "To open conversations and empower stories of people who inspire and transform," bringing people to the center and highlighting the power of good conversations, which is GNT's main talent.

CREATION

After a journey of listening, exchanging ideas, and learning from people both inside and outside of GNT, the direction was clear: we needed to highlight GNT's potential to generate dialogue in its communication and make it clear that we open our doors to include everyone in this discussion. Thus, we defined the brand idea "Come to the conversation," an invitation for everyone to feel welcome in the dialogue, which should always come from a wide variety of voices. And good conversation engages, makes you reflect, laugh, and even move you.