In the 14th episode of Marketing Measurement Talks, Daniel Guinezi, co-CEO of Unover, receives Eduardo Vieira, partner of SoftBank, for a conversation about how to build strong brands in the midst of accelerating growth.

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With a trajectory that involves journalism, communication and agency leadership, Eduardo uniquely connects the world of Venture Capital, technology and artificial intelligence with the universe of Brand and media.

Today, at SoftBank, he works by developing a reputation for the fund in Latin America and supporting portfolio companies in their growth strategies. The Japanese fund's portfolio includes companies such as Nubank, Quinto Andar, VTEx, and Gympass.

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The conversation starts from a simple provocation: Why do so many startups treat branding and performance as opposites? For Eduardo, this is a false dichotomy, after all, “there is nothing that sells more than being remembered and being well liked.”

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The conversation shows how SoftBank is helping the world's most promising companies to navigate between brand, business, and technology - and how IA enter that equation.

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Some points that marked the episode:

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- Branding x Performance: investing in a brand is not a luxury, it is what underpins long-term growth.

- Late Stage and IPO: no company goes public successfully without a solid and recognized brand.

- Metrics that talk: CMOs need to connect brand indicators (such as awareness and NPS) to the metrics that the CFO understands — revenue and results.

- The mistake of silos: optimizing parts of the funnel (such as media or CRM) without looking at the whole creates short-term myopia.

- AI in marketing: for SoftBank, the artificial intelligence revolution is greater than that of the commercial internet - and a chance for marketing leaders to regain strategic relevance.

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Watch or listen to the full episode on YouTube and Spotify from Uncover:

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