Brand Tracker

Welcome to the automated Brand Tracker diaries.

France

Human Craftsmanship in the Spotlight in the New Chamber of Trades Campaign ‘Irreplaceable’

Campaign: irremplaçables

Source: https://www.adada.lu/2026/02/le-savoir-faire-humain-a-lhonneur-dans-la-campagne-de-la-chambre-des-metiers-irremplacables/

Goal: Highlight human craftsmanship

Claim: irreplaceable

Summary: The new campaign by the Chambre des Métiers titled 'irremplaçables' emphasizes the importance of human craftsmanship and the unique skills that only individuals can provide, showcasing how these qualities are essential in various trades.

Portugal

Católica Porto School of Business and Economics changes its name and launches campaign on the irreplaceable role of humans

Brand: Católica Porto School of Business and Economics

Campaign: Irreplaceable Humans

Source: https://www.imagensdemarca.pt/artigo/catolica-porto-school-of-business-and-economics-muda-de-nome-e-lanca-campanha-sobre-o-papel-insubstituivel-das-pessoas/

Goal: Highlight the importance of human skills in the age of AI

Claim: Irreplaceable Humans

Media: Television, digital, press, outdoor

Summary: The Católica Porto School of Business and Economics has undergone a rebranding, adopting the new identity and positioning 'Irreplaceable Humans', which emphasizes the role of human skills in the era of artificial intelligence. The campaign aims to showcase the irreplaceable qualities such as critical thinking, creativity, ethics, empathy, and collaboration amidst technological advancements. The rebranding resulted from a strategic review and included feedback from various stakeholders. The campaign will run across television, digital platforms, press, and outdoor advertising.

artificial intelligence human skills rebranding