Times change, and so do desires. All time is made of change. This has never been more true than it is now. The overload of information and globalization give rise to new behaviors, which lead to new habits, which create new rhythms, which open the door to new categories—only to be questioned faster than we’d like.

But let’s pause for a moment. There is still room for core values and guiding principles, time for maturation, for the internalization of concepts, ideas, and places that become shared and familiar. Even though we seek light, not everything moves at the speed of light.

Analysis, case studies, workshops—everything is on the table to prove that conventions exist to be challenged. When the time is right.

In this context, the objectives established are: to recognize the importance of the brand as the nominal identity of a product; to understand social and consumer behavior changes; to develop methodologies for brand analysis, creation, and management; and to frame and integrate branding into company management through value creation in the business.