There are already more than 7 billion of us on a rare planet with a diameter of only 13,700 kilometers. A small “home” with finite resources that has been exploited aggressively and irresponsibly for long enough that many of the consequences represent impacts that are difficult to circumvent. These are not just environmental problems.

We are in fact facing a great evolutionary challenge as a species. Existing economic models, which depend on the irrational use of natural resources and exacerbated consumption, which only widen inequalities, put us in a position where we have to reinvent our way of life as a whole. And this, of course, is a huge technical, economic, political and ethical challenge. But it is also an incredible creative opportunity. New, more sustainable products will have to be developed, waste will have to be “de-invented”, consumers will evolve into “enjoyers”, new services that guarantee employment for those who are not qualified for the evolution of the digital economy will have to be created, and new materials and processes will be developed. All this so that humanity can follow its evolutionary path towards a more just, diverse and sustainable world.

We believe that more than governments, which, of course, must continue in their role as mediators of the common good, it is the business world that has the fundamental conditions and skills to meet this enormous systemic challenge. The market is the most powerful institution in the world, and business is the most powerful entity within it. Business transcends national borders and has resources that exceed those of many nation-states. Businesses are responsible for the production of the buildings in which we live and work, the food we consume, the clothes we wear, the cars we drive, the energy that powers them, and the next form of mobility that will replace them. This does not mean that only companies can generate solutions, but with their unparalleled powers of ideation, production and distribution, businesses will be better positioned to bring about change on the scale we need.

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But as always happens in evolutionary history, not everyone will have the ability to reinvent themselves. In fact, the vast majority of challenged businesses will end up extinct. Relevant signs have been given that the old practices are threatened. The Letter from Larry Fink, CEO of BlackRock, the world's largest investment fund, defining sustainability as a filter for the allocation of the 7 trillion they manage, or even the keynote of Stakeholder Capitalism explored in depth at this year's Davos Economic Forum, clearly states that the dictatorship of quarterly results cannot prevail over long-term sustainable goals. There is no trade-off between preservation and development. Preservation of profit. And it will happen more and more.

The opportunity and challenge of building strong, relevant brands becomes a completely new science. People's expectations move faster than brands, and technology moves even faster than people.

In the past, in a scenario of less competition and a large concentration of audiences in media such as newspapers and TV channels, it was enough to invest heavily in prime time with powerful ideas coming from advertising to make space in the minds — and who knows — in the hearts of viewers.

Today, with absolute saturation, even if brands want to, they can't “buy” people's time for their messages. The six seconds that separate us from the videos we want to watch on YouTube seem like an inconvenient eternity, generating antipathy for brands that insist on this strategy. Digital influencers who seemed like a new channel for connection don't go far either when their spontaneity gives way to increasingly less disguised offers.

To complicate matters further, it has never been easier to try new brands and new products, making brand loyalty a rare commodity. There is no win-win situation for anyone, especially when we talk about the new generations. Their relationships with brands follow new standards that are increasingly linked to their perception of companies' ethical and attitudinal commitments. Brand and business can no longer be treated separately. What you do has to be in line with what you say. Business is increasingly about trust and consistency, not just about products and services.

In this new competitive arena, only the most daring, conscious, and focused on their core competencies — and not just on the products and services they deliver today — those who invest in innovation in the medium and long term, and those who manage to maintain a strong and exuberant culture inside and outside the company will be able to secure their place in the evolutionary process, making a decisive contribution to the reinvention of our way of life. These are the companies that take on their role in building a desirable future, which we call PROTAGONIST brands.

They don't make this move just because of the increased awareness of their leaders or even because of corporate responsibilities. They also do it out of survival instinct, because they know that if they want to secure their place in a new scenario, they need to help build it. And at this time, they are able to take for themselves a share of this incredible opportunity to, in the light of an unprecedented technological revolution, design new businesses, new products and services that have the capacity to contribute to the regeneration of the environment, proposing new lifestyles and generating shared value.

PROTAGONIST brands are not necessarily the biggest businesses or even leaders in their categories, but they are the most admired, the ones that inspire people, the ones that have the ability to attract new talent. They are the ones that remain relevant not only because of their political or corporate strength, but because of their ability to innovate by responding quickly to the demands of the world. They are the ones that take care of their expressions with total strategic coherence and commitment to their truths, where each point of contact, each experience with the product, communication, events, etc. must be powerful and engaging, building a perception of value, identity, consistency, but above all, coherence with their beliefs and positions.

Protagonist brands are the organizations that will overcome the evolutionary challenge by circumventing the risk of extinction through the ability to make a fluid, organic journey with people, bringing with great empathy and courage the ability to be in tune with the human truths that they are called upon to serve from their place of power.

PLACE OF POWER

This means the ability to ensure a fine alignment between your core competencies and the new demands of the world. By core competencies, we mean a combination of technical competencies linked not only directly to the delivery of products and services, but also to the strength of the company's culture, beliefs and values.

In general, this alignment involves a review of its original vocation, which, once updated, has the capacity to respond to a new set of demands from people. This is your PLACE OF POWER. It is dynamic and needs to be constantly revised, as both core competencies evolve and human desires change. But the strength of the original link and the reason for the existence of each business ensures the connection with the brand's truths.

IMPACT MOVES

A brand that can clearly map its PLACE OF POWER has a calibrated compass to guide its strategic moves in all dimensions of the business, ensuring resource optimization and a powerful sense of alignment among employees, starting with senior leadership.

These synergistic movements are the IMPACT MOVEMENTS, which, when promoted systemically in the company, open space for the construction of BRAND PROTAGONISM.

From a new HR policy to decisions related to  the innovation pipeline, from communication strategies to investor relations, all areas of the company are impacted and begin to operate directly influenced by the strength and relevance of their place of power. And at that moment, they significantly expand their ability to generate results for the entire ecosystem of which they are a part.

Above all, leading brands are those that put people at the center of their activities. Being a protagonist is a collective mission. Only the sum of energies and skills has the power to transform a business.

At this very important moment, we understand that more than ever, our PLACE OF POWER is to concentrate all our creative and strategic capacity, our passion for sustainability, biomimicry, design, business, branding and innovation, and put them at the service of brands that are willing to face the challenge of evolving in this direction.

We want to be partners in the daily lives of the PEOPLE who are leading this evolutionary journey within companies. A journey that will not be short and will not be for everyone. A journey that is demanding the ability to reinvent ourselves based on our reason for existing, which began back in 1989, always adding technical skills to a lot of energy and passion.

Passion for what we believe in, passion for the opportunity to actively participate in what is to come. Shall we go together?