How can a brand evolve without losing its essence? Over time, strategic decisions respond to the needs of each moment, but they don't always stay relevant in a world that keeps changing. This is where coherence becomes essential, preserving identity without limiting evolution.

That was what Fred Gelli (CEO of Tátil) talked about at Maximídia 2026, in a conversation with Ana Couto, the two of them sharing a stage for the first time.

The starting point was a Troiano study that followed 1,543 brands over three decades and recorded a decline in the number of people willing to stand up for the brands they consume. For Fred, the obsession with data and performance has shrunk the appetite for risk. The license to be bold, on the other hand, comes from each brand's true story, from its origin. It is from that connection that the coherence needed to evolve without losing its essence is born, which is why it belongs on the agenda of those who run the business. As he puts it, "a brand is always a meeting point between what is promised and what is delivered, which creates a perception".

To close, the conversation turned to the age of AI: with investment power greater than that of many countries, major brands can take on a leading role in building desirable futures.