An opinion piece by Ricardo Soares, CEO of Apollotec, was published in Marketeer magazine under the title “The Brand That Communicates a Lot. And Says Nothing”.
In the article, Ricardo Soares, CEO of Apollotec, questions the way many brands currently communicate, pointing out that while more and more content is being published, there is often little real substance behind it. Ricardo argues that there is a fundamental difference between having a digital presence and being truly relevant to those who consume that content: the former can be easily acquired, while the latter must be earned through a clear intention regarding what one wants to convey.
The article also points out that the real problem lies not in the frequency of posts, but in the lack of a distinct and recognizable brand voice. According to the article, we are facing a curious paradox: content creation tools (including artificial intelligence) have never been more accessible, and yet brands have never been so similar to one another, because the democratization of content production is no substitute for strategy or brand identity.
Ricardo concludes by advocating for a movement of “less content, more courage”: brands that have the courage to communicate less, but with more purpose, taking their own stands even if that means not pleasing everyone.
You can read the full opinion piece on the Marketeer website.
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