Brand architecture: who inherits the family name and who goes by their own Procter & Gamble manages around 65 brands across 10 categories. Pampers, Gillette, Oral-B, Ariel, Vicks. Five billion people use something the group makes, and almost none of them notice the P&G name on the package. Apple went the opposite way: it put […]
The morning shift: how young Brazilians are rearranging their social life · Headcore Intelligence Unit Intelligence Unit · Growth Science™ The morning shift In 2025, alcohol abstinence among young Brazilians aged 18 to 24 went from 46% to 64%. In the same country, running clubs grew 800%. Headcore reads both numbers as a single move: […]
AI writing tics grow old. In 2023, delve was the flag word for ChatGPT in any text under suspicion. In 2025, its frequency collapsed. Core and modern took its place, according to a Washington Post analysis of 300 thousand messages from the model between June 2024 and July 2025. Anyone still detecting AI against the […]
There is a measurable difference between those who have learned to use AI in branding and those who still only have access to it. Four independent reports published between April and May of 2026 are beginning to draw that difference clearly. Read together, they point to a learning curve, not to a technology problem. Brand […]
95% of companies have brand guidelines. 25% apply them. The gap has a measured cost. Senior professionals who tracked the direct impact report US$ 6 million in lost revenue per year. On the other side, the companies that close this gap grow 17% faster, cut customer acquisition cost by 27%, and run ads with CTR […]
AI eliminated execution. Now, taste is the only asset left. There is a phrase that the CEO of a global holding company said to Forrester, without giving his name. The phrase is this: “By 2028, we will double profits and cut people in half.” He was not making a prediction. He was describing a plan. […]
The most memorable event of your life was not the easiest It was the one you almost didn’t go to. The one that demanded something of you. The one that made you uncomfortable before it made you remember. The events industry wants to take that away from you. Neuroscience says that is the worst thing they […]
The first thing a brand does is not sell. It is to point a finger and say: this is me. Before PowerPoint, before the feed, before “positioning,” there already existed the oldest human need in the world after eating and escaping danger: to recognize. To identify. To separate mine from yours. The trustworthy from the […]
Wellness & Sport Dossier 2025 | Editorial 2025 Dossier Wellness & Sport The Science & the Data. The engineering behind behavior in a US$ 9 trillion market. Intelligence Unit “What makes someone stop their thumb on the screen?” I have always had an obsessive curiosity to understand what moves people. Over the past few weeks, […]