Luciana Liviero

Crossing a border with an established brand does not guarantee a place in the consumer's life on the other side — it guarantees, at most, a spot on the shelf. Whether leaving Brazil for the world or arriving from abroad to win over the Brazilian consumer, the real entry happens on two fronts simultaneously: on one side, deciphering a tax, regulatory, and operational system that rewrites the entire pricing logic that worked at home; on the other, learning to listen to an audience with different contrasts, another language, and other cultural codes, where what was obvious ceases to be. This panel exposes the backstage of this double translation — business and cultural — in both directions: the adaptations that made sense, the stumbles of those who underestimated the complexity of the new market, and what separates a brand that becomes part of local daily life from one that never stops being seen as a visitor.