In Brazil, where the marketing market is growing at double-digit rates, those who bet on generic solutions are, in practice, signing their own sentence of irrelevance. The data is clear: according to a study by FGV, in partnership with Hotmart, the sector experienced a 30% increase in jobs related to the so-called Creator Economy in the past year, an irreversible shift that has changed the marketing landscape and requires new strategies for those who want to build a brand with real impact.
The growing presence of the Creator Economy, an economic ecosystem formed by content creators that generates thousands of jobs and opportunities in Brazil, shows that brands that connect in a genuine and strategic way with their audiences, using digital channels and relevant content, have much higher chances of standing out and building lasting relationships.
But, while this new economy flourishes, the market is flooded with "ready-made recipes" sold by false gurus, seductive shortcuts that promise instant success, but almost always end in frustration.
Brand building is not done with templates or miracle formulas. A brand is built with strategy, purpose, and consistency, says Leonardo Escorsim, marketing specialist at Turbo, an agency with nearly 30 years of experience, which translates ideas into solid strategies for companies that have understood that merely surviving is not enough: you must leave a mark.
For Escorsim, the challenge goes beyond aesthetics. "Creating a strong brand is about purpose, positioning, culture, customer experience... It's about generating an identity so authentic that it becomes impossible to ignore," he explains.
And at this point, he issues a warning: the meteoric rise of the Creator Economy, which today involves around 2 million active content creators in Brazil, according to a survey by Influency.me, has intensified competition and made it essential for brands to know how to connect genuinely with their audiences. "Each client is unique, and each solution should be as well. The mistake is believing that there is a universal model," he emphasizes.
The scenario is one of speed: between March 2024 and March 2025, Brazil saw a 67% increase in the number of active creators. The reflection? Brands that do not adapt quickly fall behind. "Marketing today is about deeply understanding who you want to reach and how to generate relevance. There is no longer room for shallow strategies," emphasizes Escorsim.
Turbo bets precisely on this: marketing that moves away from the generic, that diagnoses accurately, and designs tailored strategies. For those who want to stand out in a hyperconnected and noisy market, the path is clear: there are no shortcuts. Existe trabalho.
“Nosso papel é evitar que nossos clientes caiam nas armadilhas do imediatismo e ajudar a construir marcas legítimas, fortes e duradouras”, finaliza Escorsim.
