Karen Fontana

Chief Culture & Strategy Officer

FutureBrand

Karen Fontana is a partner and Chief Culture and Strategy Officer at FutureBrand São Paulo, focusing on organizational culture and corporate learning. Her 20 years of experience have made her a TEDx speaker and guest professor at institutions such as UNIFEI, Insper, and Senac. She has spoken at events like São Paulo Innovation Week, RD Summit, Hacktown, and CONARH. She has led projects for brands such as Amazônia, Ambev, Bayer, Diageo, Grupo Boticário, Hypera Pharma, Outback, Santander, and Shell.

Blood, Sweat and Corporate ID: The Invisible Balance of Family Businesses

11/08 · 12:45 - 13:30

Beehive - Growth Stage

(Exclusive access for Platinum and Enterprise credentials). In Brazil, 90% of companies have a family profile, but only a small fraction survives to the third generation. What separates lasting empires from businesses that fragment into legal disputes? This session addresses the greatest challenge of this model: separating the role of "parent/child" from the role of "partner/director". We will discuss the importance of family governance, the creation of advisory boards, and the delicate succession process — where the baton must be passed by competence, not just by inheritance. Learn to professionalize management without losing the essence and values that founded the business, transforming family trust into an unbeatable competitive advantage in the market.

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