Marco Rezende is a partner at Cauduro Associados, since 1975 a pioneer in Brazil's corporate identity industry and in recent years, an associate firm with Lippincott in several engagements (including the Vale rebranding of 2008). He has directed branding programs for many Brazilian corporate and State agencies - Banco do Brasil, Petrobras, CAIXA, TAM and more than 300 others. Raised in São Paulo, educated by Canadians and at the Ecôle des Beaux Arts, Paris, Marco exemplifies Brazil's global outlook, with roots in the local soil. His memberships have included ICSID and ICOGRADA.  

Marco's personal interest, now, is "the Effective Brand." He believes that branding and design together, as interwoven as a fishing net, generate symbolic value. "There is no branding without design, he says, "and no design without branding. Their simple mission: hallucinating the stakeholder to seduce people and, as a consequence of an effective brand, to terminate competition." His book-in-process, "The Art of Branding," engages such thinkers as Lacan, Marx, Machiavelli and Darwin to help understand the forces that drive effective brands.