Connecting brands and people: the urgency of the new strategic marketing in 2025.

In 2025, it's no longer enough to have a good product or service - brands need to speak with relevance, connect with purpose and build identity - a strategy that goes beyond ads.

Many companies in Brazil still talk to themselves, missing out on opportunities because they don't deliver real relevance to the public.

What has changed in the branding game?

1. Relevance is the new metric: Brands that communicate only with corporate language are ignored. In Brazil, the public is looking for authentic dialog - communication that listens and responds, not monologues.

    

2. Real personas, not idealized personas: Branding needs to stop being fiction and become a mirror: getting to know the customer's real pains, habits, values and emotions.

    

3. Presence in strategic channels: According to trend studies by Deloitte, brands that master personalization, automation and experience will have a competitive advantage.

    

4. Creators as a channel of rapprochement: In Brazil, 61% of brands are already investing more in influencer marketing in 2025, recognizing the power of these creators to translate language and connect with their audience.

    

How can this vision be applied in practice?

• Redefine your persona with real data, not assumptions.

   

• Establish a tone of voice that is aligned with the audience, coherent and human.

   

• Use channels with intent: networks, micro-influencers, cultural content.

   

• Measure engagement beyond superficial metrics - what generates conversation or action?

   

• Cultivate authenticity: stripping away superficial layers is the first step to connecting.

   

If your brand still speaks out of duty, it's time to make it speak for real. Here at Red Pill, we're ready to help you turn branding into human experience and strategy into results.

Source: Ketchum Brasil - "Why Are So Many Brands Still Talking to Themselves in Brazil in 2025"