Chico Barney
Chico Barney is a content creator focused on entertainment and pop culture. With a humorous perspective, he analyzes TV and internet phenomena on his social media and also in the column he has been writing for over 10 years at UOL, where he also hosts the daily show Central Splash and the weekly talk show O Povo Quer Saber.
Executive as Media Asset: Personal Brand as Currency
In the attention economy era, the founder's image has shifted from a vanity accessory to a strategic financial asset capable of reducing customer acquisition costs, optimizing employer branding, and accelerating the closing of major contracts. This session explores how to structure the leader's personal brand as an institutional "bargaining chip," contrasting Chico Barney's pop perspective with Ana Laura Sivieri's corporate vision. We will debate practical strategies to transform opinions into market theses and digital presence into algorithmic trust, demonstrating why the "founder-media" is today a crucial competitive advantage for raising investment, managing crises, and ensuring the company is the dominant voice in its sector even before starting a sales conversation.