In this episode, Caitlin Barrett interviews Felipe Valério about the ups and downs of naming in Brazil:
- The emotional and playful nature of Brazilian Portuguese.
- The unique Brazilian love for nicknaming is discussed (who’s “Méqui”? Who’s “Zap”?)
- The vigilance of Brazilian consumers, who have well-developed B.S. detectors
- The linguistic diversity in Brazil
- Tips for international brands entering the market (skip the postcard stereotypes and book a flight!)
Plus, Caitlin guesses what Felipe means when he says “É melhor ser alegre que ser triste."
Want to go deeper? Read Felipe’s report, What You Need To Know About Naming In Brazil, along with all the other We Are Naming reports, right here: www.wearenaming.com/reports
About Felipe
Felipe Valério is a Brazilian writer and a specialist in deliveries related to words. He was the Verbal Identity Director at Interbrand São Paulo, where he worked for 10 years.
He is also the Brazilian representative of We Are Naming, an international network of brand namers.
He has named a car, a pizzeria, a startup, a jewelry brand, a supplement, a real estate company, an ancestry test, a green plastic, an investment fund—and even a son and a daughter.
He believes that words and brands have a lot to talk about.
About How the World Names
Building on our “What You Need to Know About Naming in…” reports, How the World Names is a limited-run interview series that dives deeper into what matters most when naming across borders. Each episode spotlights a We Are Naming partner’s home market, unpacking the linguistic quirks, cultural landscape, emerging naming styles, and practical insights that shape brand names around the globe. For more information, visit wearenaming.com.
