The morning shift
The morning shift: how young Brazilians are rearranging their social life · Headcore Intelligence Unit Intelligence Unit · Growth Science™...
Articles
How to identify AI text in 2026: the updated map of the patterns that give it away
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 […]
How to use AI in branding: the three phases of the new operator
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 […]
Strategic Graphic Design: what separates a brand that performs from a brand that merely exists
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. And the plan has already begun. Forrester had a 2022 […]
Branding: the most memorable event of your life was not the easiest
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 […]
Noise is a graveyard full of beautiful logos.
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 […]
2025 Wellness & Sport Dossier
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, […]
The future of commercial audiovisual: the trends that will dominate 2025
From analog to surreal: the new era of visual advertising has already begun Hello, world. Audiovisual is in constant flux, and whoever doesn’t ride the wave gets left behind. In 2025, the game is no longer just about flawless aesthetics or cutting-edge technology – it’s about real connection with the audience, authenticity and new ways […]
The end of the account manager (and why no one will miss it)
Hey, world. What was once a strategic role became a bureaucratic function. The account manager, who should lead the client relationship and drive the business forward, now only manages approvals, reviews, and deadlines. This didn’t happen by chance. The market moved away from the fixed-contract model toward one-off projects, and a lot of people got […]