Brand Tracker

Welcome to the automated Brand Tracker diaries.

Italy

Aldi Tells the Change in Brand Perception in the Campaign ‘Aldi Kinder’, from Stigma to a Brand for Everyone

Brand: Aldi

Campaign: Aldi Kinder

Source: https://brand-news.it/brand/retail/aldi-racconta-il-cambiamento-di-percezione-del-brand-nella-campagna-aldi-kinder-dallo-stigma-a-insegna-per-tutti/

Goal: Change brand perception

Media: Video podcasts

Summary: The film launched at the end of September is accompanied by a series of video podcasts featuring famous personalities sharing their childhood memories from the 90s.

Portugal

How AI Sees a Brand? theGarage Launches Tool to Discover

Brand: theGarage

Campaign: Brand Perception Engine

Source: https://www.imagensdemarca.pt/artigo/como-e-que-a-ia-ve-uma-marca-thegarage-lanca-ferramenta-que-ajuda-a-descobrir/

Goal: To analyze and improve brand perception in AI models.

Summary: theGarage has launched the 'Brand Perception Engine', a tool designed to analyze and improve how brands are perceived by AI models like ChatGPT, Gemini, and Claude. The tool combines data analysis, AI, and human assessment to identify reputational biases and narrative divergences in the portrayal of brands. It aims to enhance brand presence in AI by examining factors such as sentiment, credibility, and influence.

AI brand perception Data Analysis Marketing Strategy

Panama

René Bustamante and Olenky Rosales: ‘We need to pause a little and convey the pleasure of thinking and formulating better questions’

Brand: Credicorp Bank

Campaign: Va contigo

Source: https://www.adlatina.com/publicidad/ren-bustamante-y-olenky-rosales-necesitamos-detenemos-un-poco-y-transmitir-el-placer-de-pensar-y-de-formular-mejores-preguntas

Goal: To modernize the perception of the bank and connect with customers' daily lives

Summary: René Bustamante and Olenky Rosales from McCann Panamá discussed successful campaigns from the agency in 2025, highlighting how different campaigns addressed consumer needs and social issues. Notably, 'Va contigo' for Credicorp Bank effectively positioned the bank as a relatable ally for daily financial needs, while other campaigns tackled themes such as the co-creation of content with consumers and gender equity.

brand perception consumer engagement financial services gender equity social awareness