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GLOBAL 2016: Deep crisis is opportunity to build trust

It is important to invest in brand and corporate reputation now. Brazil has survived many crises and it will survive this one. It is only a matter of time until the country begins to grow again. Meanwhile, it is necessary to keep building brands and maintaining important stakeholder relationships. Because when the economy recovers, as it surely will, consumers will again have money to spend, and they will spend it on the brands they trust.

Eliana Paschoalin