Soraia Alves

A strong brand goes beyond communication. It shapes strategic decisions, drives business models, and influences how the market perceives you. But how do you build relevance without losing authenticity or becoming trapped by your audience’s expectations? As a brand evolves, striking the right balance between consistency and adaptability may be the key to staying relevant and memorable.

Edinho Potsch, from Sherpa 42, talks with Gabriel Garcia, from Diageo, about the Johnny Walker project at Lollapalooza and the learning points of experiential marketing.