Marketing should occupy a strategic role within companies, transforming knowledge about markets and customers into differentiation, sustainable growth and value creation.

Twinning Digital Business Process transforms business processes into digital twins, enabling companies to optimize operations, anticipate issues, and make smarter, data-driven decisions.

Discover how the PESO model integrates paid, earned, shared, and owned media to create more coherent, effective, and measurable communication strategies.

Artificial intelligence can only evolve sustainably if it preserves human creativity as a source of diversity, innovation, and authenticity, avoiding a learning cycle based predominantly on artificial content.

A winning team stems from the individual willingness to cooperate, take responsibility, and work toward a common goal, as talent without commitment, discipline, and collective effort rarely yields lasting results.

A country that limits itself to observing and diagnosing without acting turns intelligence into bureaucracy, whereas progress demands courage, execution, learning from mistakes, and a culture geared toward making things happen.

Gratitude can become uncomfortable when a past favor serves as a reminder of dependencies that someone prefers to forget, transforming the person who helped into an awkward presence and, sometimes, an unlikely enemy.

Money is more than an economic tool: it is a symbolic language that assigns value, shapes behaviors, and reveals desires, fears, and ambitions, just as poetry organizes and interprets human experience.

Freedom of communication in the digital space will only be sustainable with self-control, responsibility, and a culture of respect capable of preventing individual expression from turning into violence, manipulation, and collective disorder.

Human stupidity thrives when certainty replaces critical thinking, making humility, curiosity, and the capacity to question essential to resisting ignorance and irrationality.

Portugal needs to transform its relationship with risk and corporate ownership, creating conditions for more workers to also become entrepreneurs and investors capable of generating growth, wealth, and economic independence.

The preference for job security over corporate ownership stifles ambition, entrepreneurship, and Portugal's economic growth.

Intelligence is not measured merely by the capacity to reason, but by the lucidity, autonomy, and responsibility with which each person thinks, decides, and resists conformity, irrationality, and collective stupidity.

The technological singularity represents the possibility of artificial intelligence permanently surpassing human capabilities, bringing profound economic and social transformations along with unprecedented challenges in control, security, and alignment.

An opinion only creates value when it adds knowledge or utility, because speaking without content consumes time, attention, and resources that silence would often preserve.

The quality of public policies depends on technical competence and the rationality of decisions, because power exercised without knowledge of its economic effects can generate profound and lasting errors.

Innovation creates competitive advantage, but competition quickly transforms it into a standard, making brand equity, efficiency, and adaptability essential to continue winning customer preference.

Rapid technological evolution forces managers to continually renew competencies, understand change, and be prepared to break with old models to ensure business survival and success.

Business leadership demands action, discipline, and a firm will, sustained by reason and the capacity to maintain course even in moments of greatest uncertainty.

Economic growth is only sustainable if Portugal overcomes the structural limits of its economy, reinforcing labor, capital, and productivity to increase its true potential for development.

Advertising accompanies economic development and mass consumption, becoming the primary meeting space between producers and consumers and an essential instrument for creating differentiation, desire, and demand.

The true power of a company belongs to the public, whose preference determines the success of the business and must align bosses, managers, and workers around the creation of value for the customer.

Growth is a natural and strategic imperative for companies, enabling them to gain scale, adaptability, and the solidity required to compete and survive in increasingly global and unstable markets.

Business communication is essential for bridging the gap between enterprises and customers, transforming rationale into value, and forging the relational trust that underpins purchase decisions and sustainable growth.

Companies have evolved into the preeminent spaces for human cooperation, bridging rigorous economic efficiency with the reflective capacity required to guide strategic action, scale operations, and drive continuous innovation.

The digital transformation has dismantled information asymmetry, replacing outdated marketing fictions with real-time behavioral data and elevating customer sovereignty into the absolute anchor of commercial strategy.

The international reputation of a nation directly dictates the perception of its enterprises and citizens, making the quality of public governance a decisive anchor for the value and credibility of the country brand.

True divergence is the twin sister of freedom, but it only achieves strategic value when disciplined by dialectical intelligence—transforming raw opposition into an actionable synthesis that drives collective progress and solves complex problems.

Executive education must transcend the narrow pursuit of financial engineering, anchoring itself in rigorous ethics, accountability, and integrity to prevent management models from degenerating into mechanisms for opportunistic wealth extraction at the expense of corporate longevity.

In an economic climate defined by eroded consumer confidence and heightened scrutiny, marketing must look beyond short-term discounting, anchoring itself in purpose, value creation, and enduring brand loyalty.

Calendar transitions are artificial fictions, disconnected from the unmeasurable rhythm of Nature, reminding us that true human nature and the material world remain fundamentally untouched by the passing of years.

The chronic marketing deficit in Portuguese enterprises stems from an economic history detached from direct consumer retail, perpetuating amateurism and gut-feeling decisions in the boardroom; elevating marketing to a core strategic function is essential to drive sales, scale operations, and secure international competitiveness.

A reflection on how work and obligations consume our time, arguing that silence and free time are essential conditions for true freedom.

The courage to take part in moments of change, to embrace the risk of transforming the present, and to earn the trust needed to make that change collective.

The growing power of consumer opinions in purchasing decisions and brand reputation, turning customer experience into a central element of marketing.

A reflection on the evolution of influence, from public figures to digital influencers, and on the power, authenticity and ethical challenges of influence marketing.

The idea that companies do not win over “customers”, but free individuals whose preference can only be earned through knowledge, relevance and the ability to repeat successful sales.

A strong, coherent and consistent brand identity differentiates a company, builds trust, strengthens its connection with the audience and creates sustainable value in the market.

The choice of brand discourse — sovereignty, activity, vocation or relationship — defines how a company positions itself, communicates and builds trust with the market.

It was almost two years of pandemic, with preventive measures and many restrictions for all of us. The question now is what returning to normality will be like, even with some restrictions still in place.

Rebranding is one of the most significant and strategic operations in marketing, requiring in-depth analysis and well-founded justification.

AI-Powered Virtual Assistants are transforming business management by providing a practical and innovative solution to optimise processes and increase competitiveness in the market.

Paulo Fidalgo, CEO of Marketividade, took a leading role in the debate on changing the visual identity of the Portuguese Republic, “Yes or No”, organised by Jornal Sol.

Stress is common in high-pressure environments and can arise during particularly demanding working weeks. Follow these tips and do not let stress affect your productivity at work.

After university, looking for the ideal job can become quite stressful, as recent graduates often feel insecure about their skills. Marketividade has put together 5 tips that may help you find your dream job.

We know that social media is becoming increasingly important for any business — and even for social life in general. For companies, it is essential to maintain a constant, concise and interactive presence on their social networks in order to showcase and increase their visibility among the public.

In a typical working environment, it is healthy for colleagues to talk to one another. However, this does not mean that every topic should be discussed in the office.

Investing time and effort in your digital profile is essential if you want to share relevant and engaging content with your audience on social media. Discover some tips for taking care of your digital profile.

Some people love it, while others cannot get used to it. Some never want to return to the old days, while others cannot wait to do so: remote work does not generate consensus.

CBRE published the ‘Real Estate Strategy Reset’ report, highlighting the main trends that will shape the future of work in the coming years, both in Portugal and abroad.

The first day at a new company can be exciting, but it can also cause nervousness and anxiety. Follow the tips prepared by Marketividade and start your new job on the right foot.

Whatever your field of activity, to be a good leader you must master two major areas: the business in which you exercise your leadership and the management of image and people.

We know that we have all had to adapt to a new reality. Companies were no exception, although some found it easier than others. Whether because of the type of business or the lack of suitable conditions for employees to work from home, the truth is that this was a challenge we all had to face — and overcome.

Innovation. One of the most present words in our daily lives, as new technologies take on an increasingly important — and constantly evolving — role in both our personal and professional routines. Staying up to date with the market is essential to maintaining the success of a business and a company.

There are certain behaviours that […]

Creating a CV that stands out from the rest is essential if you want it to attract attention. However, lying about your skills and experience is not the answer. Even so, some areas seem to be more prone to exaggeration or false information.

Motivated teams are essential to ensuring the smooth operation of a company. Consequently, this strong performance is directly reflected in the plans and goals achieved. But does motivation come from financial rewards or public recognition?

Emotional intelligence, defined as the ability to identify and effectively manage our emotions, is very important in our lives. Several studies suggest that this ability begins to develop in childhood, although there are ways to improve it throughout life.

In this article, find out how the three video calling apps most widely used by companies work: Microsoft Teams, Zoom and Skype.

Social media is becoming increasingly important for companies that want to stay close to their customers. In the case of LinkedIn, we suggest some tips to improve your presence on this social network, both at a business and personal level.

The job market is often seen as highly stressful and, quite often, intimidating. This perception stems from certain myths that have developed over the years and which, although they may once have reflected reality, now need to be challenged and deconstructed.

After creating a strong CV, the next major step is the job interview. For the candidate, it is essential to stand out. For the recruiter, it is crucial to ask the right questions. Marketividade offers some suggestions for both situations.

For a company to succeed, it needs to take care of its employees and their happiness at work. However, when people think about work, most Portuguese people associate it not with joy, but with tiredness and exhaustion. These tips can help improve the relationship between employees and their work.

The year 2020 marked the beginning of a necessary shift towards online tools and digital platforms, paving the way for their continued use in 2021. Social media and video calling platforms took on a whole new significance.

Knowing how to work as part of a team is one of the essential skills for ensuring the smooth running of daily work tasks. However, not everyone knows how to do it correctly and productively. Here are some tips that can help.

Your CV is your first calling card for any new professional challenge. It is important for it to be organised, visually appealing and interesting. Discover five essential tips to keep in mind when creating your CV.

As we know, today’s world is characterised by constant and rapid change. New technologies evolve at lightning speed, and it is increasingly essential that we keep up with these developments.

Remote work has become a reality, but not everyone has found the motivation and routine needed to work from home. Are you using the right methods to stay productive?

A Mood Board is an inspiration board — a kind of visual panel where you can include different graphic elements such as images and videos. It is usually used to immerse the viewer in the atmosphere you have created, helping to generate more creative ideas and deliver high-value proposals.

Email marketing is a digital marketing strategy based on sending different types of communication by email.

TikTok is a social network with strong adoption worldwide. Companies are exploring the possibility of including it in their Digital Marketing strategy, but there is one important factor to consider: the target audience.

Chroma key allows a background to be replaced with an artificial image. In addition to reducing production costs, it saves time and makes the impossible possible.

LinkedIn is the world’s largest professional network. In addition to enabling a more targeted audience, it helps increase companies’ visibility in the online world.

Growing on Instagram is a difficult and gradual process that requires time and discipline. Techniques that increase reach and encourage audience engagement can help a digital influencer or brand grow on the platform.

Hashtags are essential on social media. In addition to increasing reach, they strengthen brand recognition.

YouTube is the world’s best-known video platform and is becoming increasingly important for brand reputation. Discover 5 tips to increase views on your videos.

Link Building is one of the main SEO strategies and is aimed at creating a network of links to improve a website’s position in organic search results.

Video is becoming an increasingly accessible tool for companies. As an audiovisual format, it captures users’ attention, encourages engagement and generates conversions. In this article, we explain the importance of video for your company!

Social media platforms are digital spaces for connecting people and creating personal, professional or commercial relationships.

A wise company will have, in roughly equal proportions, two types of directors and senior executives — old donkeys and young horses.

Instagram Stories is a Digital Marketing tool that helps strengthen contact between brands and consumers. Discover some techniques and tools that can help increase reach and views.

Copywriting is a set of techniques used by a specialist in producing persuasive, creative and engaging texts — a copywriter.

There was a time when heroes were expected to die young, because their courageous deeds could only free them from the erosion of everyday life if they departed from the world of the living before the unanimous admiration for their actions began to fade.

An SEO strategy consists of a set of best practices that help pages to be indexed by search engines. In addition, SEO strengthens online credibility because users tend to click more on organic results than on advertisements, as they are perceived as carrying Google’s seal of quality.

The term/concept Black Swan was popularised by Nassim Nicholas Taleb, a finance professor, writer and former Wall Street trader.

“Prudence consists in knowing how to recognise the nature of disadvantages, accepting the lesser evil as good.” — Machiavelli

Technology is accelerating business processes and human relationships so dramatically that company managers are very likely to be surprised by phenomena whose causes they do not understand and whose effects they cannot control.

Users long for a sense of online normality that has already been taken from them in the offline world.