Pedro Porto Alegre

Strategist focused on marketing effectiveness and brand management | Canada, USA, Brazil

Strategy

Oatly and the Second Act of Plant-Based Milk

Mar 18, 2026

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13 min read

Oatly and the Second Act of Plant-Based Milk

The category has already won trial. The next battle is becoming the default.

Pedro Porto Alegre

Media Planning

Mar 4, 2026

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13 min read

Iconic Brands Aren't Built Overnight

The game of risk-taking, what is a challenger brand, and why creative quality is a marketer's strongest weapon

Pedro Porto Alegre

Distinctive Brand Assets

Feb 4, 2026

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12 min read

It’s Time To Unhack Ourselves

Co-thinking with AI, why you should be more like a platypus, and the positioning dilemma

Pedro Porto Alegre

Data Analytics

How United Sodas Can Win the Soda 2.0 Moment (Before It Gets Outshouted)

Jan 21, 2026

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12 min read

How United Sodas Can Win the Soda 2.0 Moment (Before It Gets Outshouted)

What brand-tracking reveals about Soda 2.0, and why United Sodas’ biggest challenge isn’t product, it’s memory.

Pedro Porto Alegre

Strategy

Jan 7, 2026

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13 min read

How To Think Better

The 250-year strategy, AI as value-creation tool, social sentiment, and 4 key questions for category analyses

Pedro Porto Alegre

Distinctive Brand Assets

It's Time To Get Serious About Effectiveness

Dec 3, 2025

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14 min read

It's Time To Get Serious About Effectiveness

Creators' brand building effects, the Attitude-Behaviour Gap, 2026 planning, and the triangle of interdependency

Pedro Porto Alegre

Media Planning

Nov 5, 2025

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15 min read

Attention Is The New Shelf Space

In today's media ecosystem attention is the most valuable resource, and brands that understand how to harness it have a leg up

Pedro Porto Alegre

Category Entry Points

Unlocking The Ordinary’s Next Growth Wave

Oct 15, 2025

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10 min read

Unlocking The Ordinary’s Next Growth Wave

After redefining skincare with transparency and simplicity, The Ordinary stands at an inflection point. The opportunity ahead isn’t just to sustain its cult following, but to evolve — bridging clinical credibility with approachability and speaking to a new generation of skincare users who are rewriting beauty norms altogether.

Pedro Porto Alegre

Data Analytics

Artificial Intelligence Is Atrophying Your Brain

Oct 1, 2025

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15 min read

Artificial Intelligence Is Atrophying Your Brain

Treat AI like a drug, how brave is your organization, and why industry awards still matter

Pedro Porto Alegre

Category Entry Points

Warby Parker’s Unfinished Business In Canada

Sep 17, 2025

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13 min read

Warby Parker’s Unfinished Business In Canada

Despite having built an exceptional customer experience, the eyewear player must tackle physical availability and awareness to win Canadian consumers

Pedro Porto Alegre

Distinctive Brand Assets

We Study Consumers, But Consumers Don't Study Our Ads

Sep 3, 2025

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11 min read

We Study Consumers, But Consumers Don't Study Our Ads

Why marketers need to get back to planet Earth, differentiation vs distinctiveness, and the practice of brand planning

Pedro Porto Alegre

Strategy

Can We Stop Talking About Apple and Nike, Already?

Aug 20, 2025

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16 min read

Can We Stop Talking About Apple and Nike, Already?

Why Challenger Brands Are Playing a Different Game

Pedro Porto Alegre

Media Planning

Aug 6, 2025

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15 min read

How Culture Has Been Shaped By Media

Laws of Retail, cowboy culture, cardinal rules of media planning, and a new age fit for generalists

Pedro Porto Alegre

Advertising

Jul 2, 2025

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12 min read

Why Obsessing Over Efficiency Is Killing Your Brand

Aesthetic nihilism, Justin Bieber's newest brand, unsh*ttifying CX, and brands that matter

Pedro Porto Alegre

Category Entry Points

How Advertising Affects Consumers, Brands, and Business

Jun 25, 2025

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14 min read

How Advertising Affects Consumers, Brands, and Business

What we know about marketing communications and what it can and cannot do

Pedro Porto Alegre

Distinctive Brand Assets

How Retailers Can Stack The Deck In Their Favour

Jun 18, 2025

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12 min read

How Retailers Can Stack The Deck In Their Favour

The 9 Empirical Laws of Shopping

Pedro Porto Alegre

Media Planning

Jun 4, 2025

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18 min read

Odds Are, You're Wrong

Information vs formation, metrics that matter, how to advertise a bidet, and escapism

Pedro Porto Alegre

Performance Marketing

The Only Mathematical Path To Meaningful Growth

May 7, 2025

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10 min read

The Only Mathematical Path To Meaningful Growth

The Multiplier Effect, brand loyalty, the "Maple Leaf Premium", and Brian Cox

Pedro Porto Alegre

Category Entry Points

What Marketers of The Future Should Know

Apr 9, 2025

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23 min read

What Marketers of The Future Should Know

WOM, creativity in B2B, approaching datasets, category buyer memory tracking, and more

Pedro Porto Alegre

Data Analytics

It's Not A Principle Until It Costs You Money

Mar 12, 2025

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17 min read

It's Not A Principle Until It Costs You Money

Canadian pride, purpose marketing, tourism case study, data strategy, creative effectiveness

Pedro Porto Alegre

Media Planning

Feb 12, 2025

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16 min read

Harnessing Attention

Navigating the consumer's mind, evaluating attention, media archetypes, and upcoming events

Pedro Porto Alegre

Media Planning

Jan 15, 2025

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10 min read

Revamped Marketing Chronicles 2025

Evolution of the newsletter, water isn't wet, modern day Trojan horse, and Daniel Kahneman

Pedro Porto Alegre

Advertising

The Best of Marketing Chronicles in 2024

Dec 11, 2024

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8 min read

The Best of Marketing Chronicles in 2024

Holiday break, Volvo's EV, and Socrates

Pedro Porto Alegre

Advertising

Dec 4, 2024

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12 min read

The Power of Culture In Advertising

Meaning-making systems, breakfast wars, and The Future of Strategy

Pedro Porto Alegre

Media Planning

Problem-Finders Are Just As Valuable As Problem-Solvers

Nov 27, 2024

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16 min read

Problem-Finders Are Just As Valuable As Problem-Solvers

Problem gestation, Jaguar, and WARC

Pedro Porto Alegre

Pedro Porto Alegre

Oatly and the Second Act of Plant-Based Milk

Iconic Brands Aren't Built Overnight

It’s Time To Unhack Ourselves

How United Sodas Can Win the Soda 2.0 Moment (Before It Gets Outshouted)

How To Think Better

It's Time To Get Serious About Effectiveness

Attention Is The New Shelf Space

Unlocking The Ordinary’s Next Growth Wave

Artificial Intelligence Is Atrophying Your Brain

Warby Parker’s Unfinished Business In Canada

We Study Consumers, But Consumers Don't Study Our Ads

Can We Stop Talking About Apple and Nike, Already?

How Culture Has Been Shaped By Media

Why Obsessing Over Efficiency Is Killing Your Brand

How Advertising Affects Consumers, Brands, and Business

How Retailers Can Stack The Deck In Their Favour

Odds Are, You're Wrong

The Only Mathematical Path To Meaningful Growth

What Marketers of The Future Should Know

It's Not A Principle Until It Costs You Money

Harnessing Attention

Revamped Marketing Chronicles 2025

The Best of Marketing Chronicles in 2024

The Power of Culture In Advertising

Problem-Finders Are Just As Valuable As Problem-Solvers

Marketing Chronicles

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