Insights
Growth Lab – News, data, and insights from Headcore.
ICP Research with AI: How We Find the Ideal Customer and the MVP Test Market
GrowthChatGPT Ads: the complete manual
GrowthHow to decide inside a company when money costs 14% a year
BrandingBrand architecture: who inherits the family name and who goes by their own
BrandingThe morning shift
Intelligence UnitHow to identify AI text in 2026: the updated map of the patterns that give it away
InsightsHow to use AI in branding: the three phases of the new operator
InsightsBrazil has 160.9 million pets and 39 million children. The same brands serve both ends.
BehaviorFemale power is not climbing the corporate ladder. It is building another building.
InsightsBranding
Brand activation: why the brand should come second
At festivals with community roots, a brand tends to be better received when it steps back. The Havaianas and NTS case, Toluna's survey on Carnival 2026 and what we saw inside a business community.
How to decide inside a company when money costs 14% a year
Double-digit real interest, a slowing economy and the highest US tariff in South America. What changes in management, marketing and operations at a Brazilian company through 2027.
The invisible war over your budget: why the algorithm already decides where your money goes
Meta and Google automated the media decision. Anyone depending on a single platform grew on top of an operational risk they do not control. What to do before the next block.
Brand architecture: who inherits the family name and who goes by their own
Procter & Gamble sells Pampers, Gillette, Oral-B, Ariel and Vicks in about 180 countries and territories, under five business segments, and almost no consumer notices the P&G name on the package (Form 10-K, fiscal 2026). Apple went the opposite way: it put its own name on practically everything it builds and, on 3 January 2022, […]
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 […]
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 […]
CX – Customer Experience
Brand activation: why the brand should come second
At festivals with community roots, a brand tends to be better received when it steps back. The Havaianas and NTS case, Toluna's survey on Carnival 2026 and what we saw inside a business community.
Brazil’s pet market in 2026: where pet owners buy and how to orchestrate the channels
Brazil’s pet market should reach R$ 81.35 billion in 2026, with pet food growing more slowly than services and veterinary care. Where pet owners buy, where the pets and the money are, and how to orchestrate the channels.
Brazil has 160.9 million pets and 39 million children. The same brands serve both ends.
The quiet reorganization of Brazil’s care market, read together for the first time. April 16, 2026 8 minute read Analysis We started pulling together a series of reports from the last six months and noticed something nobody is talking about quite like this. Brazil has 160.9 million pets, according to Abempet. It is the third largest pet market […]
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 […]
Relationship is not a soft skill, it is the most hidden data in your revenue
Relationship Is Not a Soft Skill, It's Hidden Revenue Data | Cristiano Haubrich March 26, 2026 · Essay · 12...
Response time and lead conversion: what really defines sales
Response Time and Lead Conversion: What Defines Sales in the Digital World The first contact is already the proposal. You hire a personal trainer. You message her on Monday morning. She replies on Wednesday. You already gave up on Tuesday. Not on the trainer. On yourself. That is how the buying impulse works. You are […]
Experts
Brand activation: why the brand should come second
At festivals with community roots, a brand tends to be better received when it steps back. The Havaianas and NTS case, Toluna's survey on Carnival 2026 and what we saw inside a business community.
The morning shift
The morning shift: how young Brazilians are rearranging their social life · Headcore Intelligence Unit Intelligence Unit · Growth Science™...
Brazil has 160.9 million pets and 39 million children. The same brands serve both ends.
The quiet reorganization of Brazil’s care market, read together for the first time. April 16, 2026 8 minute read Analysis We started pulling together a series of reports from the last six months and noticed something nobody is talking about quite like this. Brazil has 160.9 million pets, according to Abempet. It is the third largest pet market […]
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 […]
Economy, Consumption and Behavior in Brazil
Headcore Report: NEXT>> 2026 Headcore Digital Reports NEXT>> 2026 Act 1: Context and Scope The Brazilian landscape for 2026 is...
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, […]
Growth
Brand activation: why the brand should come second
At festivals with community roots, a brand tends to be better received when it steps back. The Havaianas and NTS case, Toluna's survey on Carnival 2026 and what we saw inside a business community.
Brazil’s pet market in 2026: where pet owners buy and how to orchestrate the channels
Brazil’s pet market should reach R$ 81.35 billion in 2026, with pet food growing more slowly than services and veterinary care. Where pet owners buy, where the pets and the money are, and how to orchestrate the channels.
ICP Research with AI: How We Find the Ideal Customer and the MVP Test Market
ICP research with AI means using automated search tools to find out, with sources, who buys a product, why they buy it and where those buyers are. ICP stands for ideal customer profile. At Headcore, we run this research before every launch. It runs in Claude Code, uses two search tools, Tavily and Exa, and […]
ChatGPT Ads: the complete manual
How ChatGPT Ads works, how to advertise and what decides delivery. The channel mechanics, the technical layer from the developer docs, a step by step and the mistakes that cost dearly.
How to decide inside a company when money costs 14% a year
Double-digit real interest, a slowing economy and the highest US tariff in South America. What changes in management, marketing and operations at a Brazilian company through 2027.
The invisible war over your budget: why the algorithm already decides where your money goes
Meta and Google automated the media decision. Anyone depending on a single platform grew on top of an operational risk they do not control. What to do before the next block.
Insights
Brand activation: why the brand should come second
At festivals with community roots, a brand tends to be better received when it steps back. The Havaianas and NTS case, Toluna's survey on Carnival 2026 and what we saw inside a business community.
Brazil’s pet market in 2026: where pet owners buy and how to orchestrate the channels
Brazil’s pet market should reach R$ 81.35 billion in 2026, with pet food growing more slowly than services and veterinary care. Where pet owners buy, where the pets and the money are, and how to orchestrate the channels.
ICP Research with AI: How We Find the Ideal Customer and the MVP Test Market
ICP research with AI means using automated search tools to find out, with sources, who buys a product, why they buy it and where those buyers are. ICP stands for ideal customer profile. At Headcore, we run this research before every launch. It runs in Claude Code, uses two search tools, Tavily and Exa, and […]
How much ChatGPT Ads costs in Brazil
The minimum to advertise on ChatGPT Ads in Brazil is R$40 per day per campaign, roughly R$1,200 a month. OpenAI itself recommends starting with a bid between US$3 and US$5 per click. At the exchange rate of 17 September 2026, that means the minimum budget buys between 47 and 78 clicks in a whole month. […]
ChatGPT Ads: the complete manual
How ChatGPT Ads works, how to advertise and what decides delivery. The channel mechanics, the technical layer from the developer docs, a step by step and the mistakes that cost dearly.
How to decide inside a company when money costs 14% a year
Double-digit real interest, a slowing economy and the highest US tariff in South America. What changes in management, marketing and operations at a Brazilian company through 2027.
Technology
ChatGPT Ads: the complete manual
How ChatGPT Ads works, how to advertise and what decides delivery. The channel mechanics, the technical layer from the developer docs, a step by step and the mistakes that cost dearly.
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 […]
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 […]
What Comes After AI: 5 Moves Already Changing Business in 2026
I’m going to be straight with you. Global AI spending will reach $2.60 trillion in 2026, a 47% jump over last year (Gartner, May 2026). In the same window, 56% of CEOs report neither higher revenue nor lower costs from AI over the past twelve months — from a survey of 4,454 chief executives across […]
Innovation and Feedback: How Spin-offs Turn Brands into Icons in the Digital Age
Innovation in Focus: Spin-offs and Feedback as Strategies for Success Hey, world. Let’s get straight to the point: in today’s business landscape, everything revolves around innovation. Have you ever stopped to think about how spin-offs and feedback shape brand identity and communication strategies? In this sea of information, distinguishing what truly matters is crucial for […]
Uncategorized
The Future of the Creative Industry in 2025 | Strategy and Impact
The creative industry is entering a new cycle. In a landscape saturated with content and with increasingly demanding consumers, brands that fail to innovate disappear into the noise. The question is not just about being seen, it is about impacting, connecting and dominating. For 2025, the trends will not be merely technological evolutions, but also […]