Who Carries the Fire?

Speaker

Leandro BarretoChief Marketing Officer | Marketing Innovation at Beauty and Wellbeing

About this talk

In a world of infinite content and algorithmic distribution, the dynamics of how brands grow are changing. This talk explores a simple but uncomfortable idea: brands are no longer built by what they say, but by what others choose to carry forward. It looks at the tension between the timeless principles of brand building and a rapidly shifting landscape of creators, communities and AI – asking what it takes to create ideas that endure, spread and stay alive. It imagines a new role for brands: as sparks, not sole authors. Igniting ideas, stories and meaning that people share through their own communities. Because today, brands don’t grow by broadcasting messages, but by creating meaning that people choose to pass on.