Publications
Original writing
Articles, essays and notes on marketing, product, management and career.
Rebranding Without a Narrative Is Just Cosmetics
Coca-Cola and Avon show that a visual change only creates value when it translates a clear narrative across every brand touchpoint.
Stone didn't rebrand. It confessed a change.
Why did Stone become a bank (in Brazil), and what the balance sheet explains better than the campaign?
The AI Era and the Rescue of Strategy:
Narrative Is the Asset Technology Does Not Replace
Copying your competitor is the most expensive strategy there is
Copying the competition looks like the safest decision in the world. By my count, it is the most expensive: the view of someone who spent twenty years watching brands turn generic out of fear of being different.
Why every brand in your feed looks like it came from the same agency
I opened my feed yesterday and started writing down ideas. Here is what I did: I covered the logos on ten posts from ten different brands.
From idea to live in one afternoon: how we shipped the "Motion Machine"
An honest account of how an internal AI tool went from an empty folder to production, including the moment we took the site down and how we fixed it.
Interview scene: the candidate asks what the marketing target is, and nobody can answer
In a hiring process for a head of marketing, the candidate asked a simple question at the end of the interview:
I built a calculator to measure what a brand builds before the click
Recognition, coherence and permanence become a number from 0 to 100, and the number becomes a diagnosis. The INK Calculator exists because a brand with no ruler loses every budget meeting.
I built my own content machine. This is what it looks like inside.
One topic a week, three formats, text in my tone and images in my brand, all generated by AI inside a CMS that is mine. What worked, what almost did not, and why the hard part is not getting AI to write.
I read 20 marketing job posts on LinkedIn: the one asking for 7 roles, and what it reveals
Last week I ran a test: I read the first 20 marketing job posts LinkedIn showed me.
A B2B relationship is not built in an ad. It is built on the road
An online campaign sustains volume. But a partner earns trust face to face. That is why I took the brand to the partner network across the country.
Why I built my own CMS (instead of using a ready-made one)
To change one sentence on my site, I used to wait fifteen minutes. So I built another one. The idea of a living résumé, the headaches of building with AI, and what is still ahead.
I hated asking for quotes. So I built an AI to deal with it
Vetly came out of my irritation with vendor proposals. Instead of complaining one more time, I built the solution.
In performance, efficiency is the whole game
Growing volume is easy when you burn money. The hard part is growing without letting acquisition cost slip away.
AI avatars in marketing: how I am training before applying it at work
I am making videos with my AI avatar to promote my book and to train the method I will take into work productions. Here is how.
How you sell a product nobody buys on impulse
Home equity is high ticket with a slow decision, the opposite of an impulse buy. Performance here is a game of funnel and patience.
Aproove: one of the four products I launched to prove a point
I launched four digital products outside the company. Not to sell a course about them, but to earn the right to talk about AI.
I built a book editor and formatted my own book in it
Formatting a book for publication is a nightmare of detail. Instead of paying for a tool locked to a single format, I built my own.
Building a product teaches what no course teaches
BBrain is one of my digital products. What I learned building it is worth more than what I learned in any class on the subject.
From prompt to product: how one marketing department built 11 products with AI
Almost every company wants to "do AI". With no method, that becomes a one-off course. Here is how I built a programme that turned into real product.
The marketing people still remember years later
Rewarding the people who performed with a trip is relationship marketing at its highest level. And an operation that cannot have a single loose end.