In October 2024, King-Morgridge Scholar Thamyres Costa attended the Brazilian Students Association (BRASA) Summit Americas in New York, an event that proved to be a “fantastic experience.” The BRASA organizes this annual conference, bringing together Brazilian students at North American universities to share ideas and experiences and foster the notion that education is a tool for change. Coming from a low-income family, Thamyres found motivation in interacting with fellow students who shared similar dreams and principles.
The BRASA Summit unites Brazilian students from diverse backgrounds and institutions, offering a space to exchange ideas, discuss challenges, and celebrate successes. It aims to inspire participants to set high goals while equipping them with the skills to positively impact society and the world. It attracts people who understand that education can transform lives and improve the future for those often excluded. BRASA is not merely an organization; it serves as a support system for Brazilian students striving for academic success in foreign universities. Its objectives include supporting, connecting, and fostering a sense of belonging among Brazilian students. This sense of community is especially evident at the BRASA Summit, where attendees feel at home even when miles away from their families and country.
One of the highlights of Thamyres’ experience was participating in the Marketing and Media Panel featuring Gianfranco Beting and Diogo Boni, two renowned professionals in the marketing field. Their session focused on bridging the generational gap and combining digital and traditional media to raise awareness about important issues and brands.
Gianfranco Beting shared a captivating story about creating the branding for Azul Linhas Aéreas from the ground up. He explained the challenges of launching a new airline in a competitive market and how he developed the brand’s identity around innovation, accessibility, and Brazilian warmth. His branding strategy was highly strategic, emphasizing consumers’ psychological associations with the brand through design and communication.
One memorable aspect of Beting’s presentation was Azul’s involvement in social causes, such as the fight against breast cancer. This effort started with painting a plane pink and evolved into a broader initiative encouraging health awareness. This example demonstrated that brands can extend beyond their primary purpose of generating sales to create a positive social impact. It also illustrated the enduring effectiveness of traditional media, such as a branded airplane, in achieving significant results alongside digital strategies.
Diogo Boni complemented this by emphasizing the importance of traditional media in reaching older audiences and building trust. While younger generations tend to focus solely on digital platforms, ignoring traditional channels can lead to missed opportunities to connect with diverse demographics. Boni highlighted how combining digital innovation with the reach of traditional media can amplify messages and foster inclusivity.
These discussions opened Thamyres’ eyes to the value of integrating old and new media and underscored that marketing is not just about boosting sales but also about contributing to societal betterment. They provided valuable lessons that can be applied to future endeavors, particularly in marketing.
Beyond the panels, conversations with other students left a lasting impression. Hearing about their ambitious projects from sustainable tech startups to nonprofit initiatives aimed at improving education access in Brazil was inspiring. This sense of community reinforced the importance of collaboration, mentorship, and mutual support, especially for those breaking through barriers in their lives.
To anyone seeking personal and professional growth, Thamyres’ advice is to seize opportunities outside the classroom. Whether it’s an on-campus or off-campus event, what matters is the willingness to connect, learn, and grow. Conferences like the BRASA Summit are prime examples of how stepping outside one’s comfort zone can open doors to new ideas and perspectives. Even if an opportunity seems intimidating at first, taking the leap can lead to unexpected and transformative experiences.
Returning from New York with renewed energy and determination, Thamyres feels better equipped to tackle future challenges, guided by the lessons learned. For anyone considering similar opportunities, her advice is simple: embrace the unknown, seize every chance to grow, and allow yourself to be transformed by the journey.