The geopolitical situation in the world, recession, and shrinking budgets in the companies are leading to the tectonic shift in the marketing field. And that is how we need to adapt again to the new changes that today’s agenda dictates to us. Generally, adapting is not a bad thing. Nevertheless, while deconstructing and building again your marketing strategy to correspond to the current situation, do not forget about the core. In this edition, Alexa Duarte D'Agostino, entrepreneur and business strategist based in New York, shares her opinion on marketing fundamentals. She highlights that brands should move on from hard selling and focus on connecting consumer values with brand identity.