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Alexandria Group

@alexandriagroup

the land of generous ideas - 📍são paulo, méxico city, miami, london
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Top Instagram Posts of Alexandria Group

Alexandria Group’s Most liked posts from the last 30 uploads.

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Media Stats – Instagram Posts

Recent 30 posts with likes and comments overview.

Media overview
Published Caption Likes Comments
Physical spaces aren’t “vanity projects” when designed with intention. The Analog Playbook shows how to build experiences that compound equity: good friction, sensory anchors, co-presence, and cultural sensitivity. Done right, offline becomes the new premium. 2025-09-16 19:30:00 Physical spaces are.. 2 -64% 0 -
Two case studies, one insight: digital discovery is only half the story. The TikTok Bookstore and Tiffany’s Blue Box Café show how to make brand worlds tactile—bridging feeds and footprints with experiences worth lingering in. 2025-09-11 19:30:00 Two case studies, on.. 2 -64% 0 -
After decades of chasing frictionless digital efficiency, we’re now craving the opposite: intentional rituals that demand effort. From pen-and-paper journaling to vinyl in saunas, analog wellness is reshaping how we find depth in a world of overstimulation. The luxury of tomorrow? A little friction. 2025-09-09 19:30:00 After decades of chasin.. 5 -10% 0 -
In the Messy Room, winning isn’t about louder campaigns — it’s about sharper execution. Mastering complexity starts with narrative monitoring: tracking how your products are talked about in real time and co-creating with communities to keep the story alive. It extends to big data inside retail, where even the smallest stores can adjust pricing, inventory, and promotions based on real-time insights. And it demands true omnichannel agility, adapting every experience to local cultures, rituals, and emotional triggers. But beware the pitfalls. Collecting more data than you can use, letting bureaucracy slow you down, or sidelining ESG and inclusivity can undo even the smartest strategies. In a world where every touchpoint matters, the brands that master agility, cultural intelligence, and operational discipline will own the Messy Room. - #MessyRoom #CustomerJourney #BrandStrategy #RetailInnovation #PharusBrightDesign #Omnichannel #BigData #CulturalIntelligence 2025-08-21 18:31:15 In the Messy Room, .. 3 -46% 0 -
The marketing funnel is dead. Today’s customer journey looks less like a straight line and more like a messy room. A TikTok scroll turns into a ChatGPT search, which turns into a streaming ad click, which turns into a purchase in minutes. For brands, this changes everything. You are no longer guiding a single path, you are weaving yourself into the tangle. Every channel is now a point of discovery and conversion. Content, culture, commerce, and community must work together in real time. In Latin America, where cultural diversity and impulse buying dominate, success means building strategies that flex with consumers and redefining KPIs to measure what truly drives action. In the Messy Room, the brand that adapts fastest wins. - #MessyRoom #CustomerJourney #BrandStrategy #PharusBrightDesign #AI #Omnichannel #DigitalCommerce 2025-08-19 18:31:20 The marketing funnel is.. 5 -10% 0 -
Absurdity pays off—seriously. Behind every “unhinged” tweet, chaotic TikTok, or surreal meme lies a strategic bet: that cultural relevance, insider humor and authentic weirdness can build more trust and traction than polished perfection. And it works. Outrageous marketing turns fleeting attention into lasting equity. It invites people to laugh with you—and, in doing so, to stand with you. It creates fans who become advocates. Communities who spread your story. And brands that matter in the chaos of the feed. 2025-08-12 18:31:05 Absurdity pays of.. 6 +8% 0 -
Absurdity isn’t just funny. It’s deeply human. Outrageous marketing connects not by broadcasting, but by whispering something bizarre, hilarious, and specific—just loud enough for the right people to hear. In a digital world overflowing com conteúdo, the most powerful form of engagement is recognition: “This joke is for me.” From Duolingo’s chaotic TikTok owl to Loewe’s quietly surreal videos, brands are proving that absurdity isn’t superficial—it’s strategy. It builds community, turns fans into evangelists, and breaks the fourth wall between “brand” and “people.” It takes guts to be ridiculous. But in today’s world, that might be the most sincere thing a brand can do. 2025-08-07 18:30:18 .. 8 +44% 0 -
We used to surprise people with stunts. Now, we confuse them—with purpose. From guerrilla to outrageous, marketing is evolving fast to keep pace with a culture oversaturated by content and exhausted by attention-grabbing tactics. Guerrilla once shocked by showing up where it “shouldn’t”—a flash mob on a train, an ad painted on a sidewalk. But today, standing out requires more than disruption. Outrageous marketing dares to be absurd. It flips logic, embraces nonsense, and makes humor the point—not the payoff. The result? Cultural conversations, memes, reactions, buzz. Because in a world where nothing surprises us anymore, absurdity might just be the only surprise left. #OutrageousMarketing #BrandStrategy #CulturalInnovation #DesignThinking #AbsurdIsTheNewBold #PharusBrightDesign 2025-08-05 19:00:12 We used to su.. 4 -28% 0 -
In today’s fast-changing world, brands can’t afford to wait for crises to dictate their responses. By continuously monitoring cultural shifts—through social-media listening, trend tracking, and in-depth cultural studies—companies can anticipate hot-button issues and prepare meaningful strategies in advance. Investing in ethnography and purpose-driven narratives isn’t a luxury; it’s the foundation of brand resilience. This foresight allows teams to move beyond reactive damage control and toward proactive leadership when tensions run high. The secret to driving real impact lies in deep self-knowledge (values, history), consumer insight (needs, expectations), and cultural intelligence (context, sensitivities). When these elements align, brands can take bold, relevant stands that resonate authentically—and sustain long-term credibility. 👇 How is your brand preparing to anticipate challenges, rather than just react? Let’s discuss below. #ProactiveBranding #CulturalIntelligence #BrandStrategy #SocialListening #AlexandriaGroup 2025-08-05 18:30:10 In tod.. 5 -10% 0 -
Preview: Baking a New Path for 7Days in Brazil By Carol Belingieri, CEO of Alexandria Brazil When Mondelez tasked us with tropicalizing its Europe‑born 7Days croissant snack for Brazil, we saw more than a product launch—we saw a chance to pioneer a whole new baked‑snack category. From mapping how Brazilians really eat croissants (street‑corner kiosks to bakery counters) to crafting a “want more” positioning for Gen Z, our team fused cultural insight, consumer research, and strategic storytelling to make 7Days feel both local and aspirational. Curious how we turned comfort‑food routines into a momentum engine for on‑the‑go ambition? Read the full article on LinkedIn. 2025-07-29 18:45:06 Preview.. 4 -28% 0 -
Taking a European bestseller and making it distinctly Brazilian was both an honor and a strategic challenge. When Mondelēz International asked Alexandria Group to tropicalize 7Days, we knew we were building more than a snack launch—we were pioneering an entirely new baked‑pastry category in Brazil. Our approach combined deep market diagnosis with cultural immersion. Through Kaleidoscópio®, we uncovered the unmet snacking needs of busy Brazilians. In a hands‑on co‑creation workshop, cross‑functional teams from Alexandria and Mondelez forged the brand’s ambition into clear hypotheses. With Hermes®, we translated those insights into a bold positioning that speaks directly to Gen Z “never‑settlers”—consumers who demand flavor, convenience, and excitement in every bite. Finally, Atheneo® consumer testing validated our narratives, ensuring each message resonated authentically. After two years of research and product refinement, 7Days debuts with 20 % more filling and the promise of on‑the‑go nourishment and indulgence. Launching exclusively in São Paulo and the South this October, our goal is to double investment, win hearts nationwide, and lead the category by 2030. 2025-07-29 00:00:15 .. 7 +26% 0 -
Love in Action By Carol Belingieri, CEO of Alexandria Brazil Repositioning a nearly 100‑year‑old icon that’s always spoken of love was as rewarding as it was challenging. In an age of swipe‑right romances and instant emojis, how do you restore the sensory depth of real affection? Our work with Sonho de Valsa unearthed the insight that today, declaring love is an act of courage—embodied in the ritual of cracking open its layered chocolate shell. From in‑depth consumer conversations and expert interviews to co‑creation workshops, we crafted a strategic positioning that honors spontaneous, impulsive love. We then mapped a portfolio strategy to guide future extensions and new consumption occasions—all while preserving the brand’s soul. Curious how we turned a classic chocolate into a bold statement on love? Read the full article on LinkedIn. 2025-07-26 08:31:04 Love in.. 8 +44% 0 -
Behind Sonho de Valsa’s refreshed brand lies a deeply immersive, multi‑stage journey—one that honored eight decades of heritage while forging a path toward tomorrow. We began with our Kaleidoscópio® diagnosis, mapping the brand’s history and market context. Next, through Argonautas®, we tapped into the cultural currents and expert insights that shape how Brazilians experience love today. With Ariadna®, we brought real consumers into the conversation, observing their rituals and emotional landscapes in real time. Finally, a focused co‑creation session and our Stadium® & Hermes® frameworks translated those insights into a cohesive positioning and portfolio strategy. Each methodology played a unique role in safeguarding Sonho de Valsa’s soul—while equipping it with the relevance, spontaneity, and courage needed to speak to modern lovers. It was an honor to partner on this project and to help a true icon break its own shell, inviting Brazilians to rediscover the impulse of love all over again. Advertising Agency: DAVID São Paulo Alexandria Group Team: Solange Ricoy, Carolina Belingieri, Mariana Fontes, Bárbara Bernardes, Vitoria Provedel, Luiza Parente. Mondelēz International Team: Fernanda Verrengia Bazello, Manuela Fonseca 2025-07-25 18:31:41 Be.. 8 +44% 0 -
Sonho de Valsa is a gesture. A silent gift, inviting affection. Our work began with that simple truth: behind every wrapper lies a sensory ritual that unveils love in layers. The crispness of the shell, the softness of the filling, the sound of the bite, the touch of the foil... Everything speaks. Everything moves. And it was from this experience that we built a new strategic territory for the brand — one that inspires more impulsive, spontaneous, and authentic expressions of love. Reimagining a brand with over 80 years of history demanded balance: preserving memory while opening space for new forms of connection. Today, Sonho de Valsa speaks to the present without losing the enchantment of its past — and remains a sweet invitation to express what we feel, without fear. Advertising Agency: DAVID São Paulo Alexandria Group Team: Solange Ricoy, Carolina Belingieri, Mariana Fontes, Bárbara Bernardes, Vitoria Provedel, Luiza Parente. Mondelēz International Team: Fernanda Verrengia Bazello, Manuela Fonseca 2025-07-25 00:30:00 Sonho de Valsa is .. 13 +134% 0 -
Repositioning a brand like Sonho de Valsa — with over 80 years of history and a deeply emotional connection with Brazilians — was a challenge that called for sensitivity, deep listening, and bold thinking. It was an honor to help shape the next chapter of such an iconic expression of love. Our starting point was the product itself: the thin shell that cracks, the layered texture that unfolds, the timeless gesture of giving a chocolate as a token of affection. From there, we crafted a new positioning that reclaims love as something impulsive — a brave, spontaneous, and sensory experience. We explored the emotional blocks people face today — and how Sonho de Valsa could inspire moments of real connection. The result is a brand that speaks of love more directly, more openly, and more truthfully, while honoring the tenderness and legacy that made it a classic. Advertising Agency: DAVID São Paulo Alexandria Group Team: Solange Ricoy, Carolina Belingieri, Mariana Fontes, Bárbara Bernardes, Vitoria Provedel, Luiza Parente. Mondelēz International Team: Fernanda Verrengia Bazello, Manuela Fonseca 2025-07-23 21:49:06 Repositioning .. 17 +206% 2 +100%
Taking a stand is more than a hashtag—it’s a strategic choice. Before entering the social arena, brands need to answer three questions: Who’s listening? What do we stand for? And where does our voice carry weight? - Consumer Profile – Understand your audience’s passions and tolerance for activism - Brand Universe – Leverage your history of communication to ensure consistency. - Voice & Symbolic Territory – Match your stance to your brand’s core values and aesthetics. When all three align, you earn the “permission to speak.” That permission is not about playing it safe—it’s about choosing causes that amplify your authenticity and protect your reputation. 👇 What principles guide your brand’s decisions on social issues? Share your thoughts! #BrandStrategy #PurposeDriven #BrandVoice #SocialImpact #AlexandriaGroup #PermissionToSpeak 2025-07-22 18:31:14 .. 2 -64% 0 -
In Brazil, cultural complexity turns every cause into a strategic decision. While many expect brands to take a stand, not all topics are received equally. Causes like celebrating local culture, fighting hunger, anti-racism, and gender equity tend to gather broad support. Others—such as LGBTQIA+ rights, religion, and politics—can trigger stronger reactions and demand extra care. It’s not about staying silent, but about speaking with clarity, coherence, and cultural intelligence. In a landscape this nuanced, what principles should guide your brand’s voice? Let’s talk in the comments. 2025-07-17 18:30:45 In Brazil, cult.. 5 -10% 0 -
In Brazil, taking a stand isn’t a trend—it’s a demand. Modern consumers expect brands to be active voices in shaping society. But navigating this space isn’t simple. - How to balance authenticity with engagement? - How to act without appropriating? - How to build trust in a polarized landscape? It starts with listening deeply, understanding context, and aligning your message with real commitments. In a country as complex as Brazil, cultural intelligence is not optional—it’s strategic. What’s your take—should brands in Brazil be more vocal? Where’s the line between courage and caution? Let’s talk. #BrandStrategy #CulturalRelevance #PurposefulBrands #BrazilianMarket #ConsumerTrust #AlexandriaGroup 2025-07-15 18:30:13 In Br.. 4 -28% 0 -
Fast growth is exhilarating—but without structure, it risks fracturing your brand. To move forward with clarity and intention, start with a strategic brand revision: - Positioning – Define the promise that sets you apart and unites your people. - Brand Architecture – Organize your portfolio so every element supports your core vision. - Rebranding – Refresh your identity and experience to reflect who you are today and where you’re headed. According to McKinsey, companies that invest in a well-structured rebrand can see up to a 20% increase in perceived value. 👇 How has your organization balanced rapid growth with deliberate structure? Share your experiences and insights below. 2025-07-08 18:31:12 Fast growth .. 3 -46% 0 -
Growth is a sign of vitality—but when it outpaces strategy, it becomes its own challenge. Family businesses often expand because they can’t say no: a hot trend here, an acquisition there, a new market everywhere. Yet in Brazil, 90% of companies are family-owned and only a fraction convert rapid growth into lasting strength. The hard truth? Without a clear roadmap, every new product, brand, or location risks fracturing your identity. Customers grow confused, teams lose sight of priorities, and your legacy—built over generations—can slip through the cracks. The solution lies in intentional expansion. Pause and ask: - What’s our north star? - Which moves align with our purpose? - Where will we double down, and where will we say “not now”? By matching growth with guided strategy, you turn exhilarating momentum into enduring impact. 👇 How do you balance ambition with architecture in your organization? Share your insights below. 2025-07-03 18:30:27 Growth i.. 5 -10% 0 -
Growth without structure can become your own worst enemy. In family businesses, the drive to seize every opportunity often leads to a patchwork of product lines, brands, and offices—each a testament to ambition, yet collectively a maze of mixed messages. At the inflection point, agility turns into fragmentation. Customers ask, “What do you actually stand for?” Teams waste energy duplicating work. And worst of all, your legacy risks collapse—70% of family firms don’t make it past the second generation. The antidote? A deliberate pause. Step outside the day-to-day and ask the big question: “What are we building, together?” Then map a masterplan: - Clarify your brand architecture - Rationalize your portfolio - Streamline distribution channels - Strengthen governance - Cultivate a cohesive culture When every element aligns under one strategic vision, growth stops feeling improvised and starts looking—inevitable. 👇 How have you balanced speed with structure in your organization? Share your biggest lesson in the comments. 2025-07-01 19:00:10 Growth.. 4 -28% 0 -
The future of commerce is not just about speed—it’s about true personalization and experience. AI is transforming retail into a 1:1 omnichannel landscape, where every interaction feels custom-built for the individual. By decoding customer behavior in real time, brands can anticipate needs, optimize inventory, and deliver seamless journeys across every touchpoint. Behind the scenes, Generative AI powers “smart trade,” enabling point-of-sale personalization—product details, loyalty enrollment, recommendations, even autonomous checkout. This data-driven precision helps brands reduce waste, improve forecasting, and maintain just-in-time inventory. Meanwhile, “shoppertainment” is redefining engagement. From interactive livestreams to AR/VR try-ons and gamified events, AI-driven experiences invite customers to co-create value. These immersive formats forge deeper emotional connections—but overdoing entertainment risks frustrating shoppers who just want a quick, efficient purchase. True innovation lies in striking balance: • Personalization that respects privacy, not intrudes • Immersive experiences that enhance, not hinder • Data insights that empower, not mislead As AI blurs the lines between commerce, entertainment, and community, brands must evolve to meet heightened expectations. Today’s consumer demands relevance, speed, and emotional resonance—every time, everywhere. 2025-06-26 18:30:19 .. 3 -46% 0 -
AI-driven companionship is no longer a futuristic concept—it’s reshaping how we connect and care for our emotions. Chatbots and emotional-support bots offer judgment-free, always-available conversation for those who feel isolated, neurodivergent, or simply hesitant in social settings. By personalizing interactions at scale, these digital companions deliver real-time support that bolsters confidence and nurtures well-being. Strategic Reflections for Brands: Evolving Consumer Expectations: When users become accustomed to emotionally responsive AI, brands must do more than craft empathetic copy. They need to design emotionally intelligent experiences that adapt in real time—shifting tone, content, and even service flows based on user mood and context. Dynamic Brand Identity: As AI companions enable individuals to rehearse identities and manage emotions, brands must also embrace fluidity. Instead of a fixed persona, brand identity becomes an ongoing dialogue—evolving through real-time, emotionally driven feedback while preserving core values. In an age where genuine human connection can be augmented by AI, the most resonant brands will be those that meet users where they are—emotionally, moment by moment—without losing sight of what makes them unique. 2025-06-24 18:31:10 AI-driven com.. 2 -64% 0 -
Independent agencies are no longer on the sidelines — they’re actively reshaping how creativity is done. At Cannes Lions 2025, the talk “Independent and Bold: The New Age of Boutique Agencies” explored how smaller, independent agencies are building more agile, collaborative, and culturally relevant ways of working — and why that matters not only for clients, but for the future of the industry itself. At Alexandria, we’re proud to be part of this movement. As an independent consultancy that operates globally, we know that creative freedom, proximity to clients, and multidisciplinary collaboration are powerful tools for delivering real impact. Swipe through the key takeaways from the session. And let’s keep the conversation going: how do you see the role of indie agencies evolving? 2025-06-20 23:00:10 Independent.. 6 +8% 0 -
Cities are evolving beyond “smart”—AI is driving a shift toward regenerative urban environments. Satellite intelligence and real-time digital twins give planners unprecedented insight into land use, infrastructure, and resource allocation, transforming quality of life and saving billions through predictive modeling. Meanwhile, circular energy solutions—like Microsoft’s Finland data center repurposing waste heat—redefine how data can power entire neighborhoods. But the impact goes deeper. AI-enabled biomicry merges biology and architecture, creating buildings that adapt and energy systems inspired by nature’s designs. By 2030, such innovations could add $1.6 trillion to the global economy. Strategic Reflections for Brands: Hyper-Local Market Segmentation: Real-time data splits cities into micro-markets—down to street corners. Brands must adapt distribution, store layouts, and messaging to shifting neighborhood patterns and on-the-ground demand signals. Brands as Urban Infrastructure: In a data-rich city, brands can become nodes in the urban operating system—offering services that integrate seamlessly with everyday functions. Rather than just communicating, consider how your brand could provide real-time data, utility, or support that helps the city run more smoothly. As cities regenerate, the opportunity lies in embedding your brand into their evolving, sensor-driven fabric—becoming essential to both infrastructure and daily life. 2025-06-19 18:30:23 Citie.. 8 +44% 0 -

On average, Alexandria Group gets 6 likes and 0 comments per post. (Historical)

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Tracked since Oct 7, 2025
Updated: Oct 7, 2025
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