A NOVA LÓGICA DO MARKETING (SEGUNDO EX-HEAD DO SANTANDER)

In the new episode of the True Connection Podcast, the CEO of True Brand (Alexandra Nicolau) talks with the former Head of Marketing at Santander (Igor Caitano) about the challenges of Advertising and Marketing in an increasingly fast-paced and competitive market. Igor Caitano is a senior marketing and communications executive with over 20 years of experience in branding, reputation, corporate communications, and brand transformation. He led strategic areas at Banco Santander Brasil, conducting high-impact projects in institutional marketing, internal communications, digitalization, and crisis management. Throughout his career, he has worked directly with CEOs and executive leaders, leading billion-dollar campaigns, organizational culture initiatives, and positioning strategies for major brands. Currently, she leads marketing at Serur, connecting communication, business, and reputation in the legal sector. Throughout the conversation, reflections arise on: Branding and positioning Increasingly similar campaigns Influence and authenticity AI and marketing transformation Brand consistency Consumer behavior Reputation building And the behind-the-scenes of communication in large companies A deep exchange about marketing, business, and the future of brands with an important lesson: marketing professionals need to learn to unlearn.