Last month, I asked my entire marketing team to spend a Friday out of the office. I didn't ask them to stay at home but to spend the day in Campos do Jordão, a winter resort close to São Paulo. Similar to what happens in other winter destinations, Campos becomes a perfect setting for Brazilian companies to showcase their brands to an affluent and influential demographic. I had been there a few weeks earlier and was impressed with the amount of brand activation initiatives, from lounges sponsored by tobacco companies, to an insurance company teaching kids about street safety, to a baby food company offering a nice space for moms to feed their kids. I asked them to learn from what they saw and report back.
The experience was awesome. It's fascinating what people can experience when they get out of the office comfort zone. We have to do this more often.