18 Comunicação launches Right Naming to preserve landmark names

Brazilian agency 18 Comunicação has unveiled Right Naming through a partnership at Mercado Central de Belo Horizonte in Minas Gerais, where Vale kept the market’s historic name instead of rebranding it. The campaign argues that preserving a cultural landmark’s original identity can strengthen both community trust and brand equity.

Why it matters: - Right Naming positions naming rights as a brand strategy that can protect cultural memory instead of replacing it. - The approach may appeal to companies working with landmark properties where local identity matters as much as visibility. - The initiative links heritage preservation with brand reputation, community connection, and long-term value.

What happened: - 18 Comunicação launched Right Naming through a campaign centered on Mercado Central de Belo Horizonte in Minas Gerais. - Vale acquired naming rights to the historic market but kept the original name in place. - The campaign debuts with video spots, digital content, and work with local influencers and content creators.

The details: - Right Naming argues that preserving a landmark’s original name can be more powerful than renaming it in some contexts. - The concept is based on the idea that brand relevance grows from respect for local identity. - The campaign says supporting a landmark also means safeguarding its history and identity. - The partnership includes investments to modernize Mercado Central’s infrastructure before its centennial in 2029. - The project covers sustainability efforts, structural improvements, and community engagement initiatives. - Mercado Central de Belo Horizonte has more than 90 years of history. - The market welcomes around 15 million visitors a year. - The venue houses more than 400 bars, restaurants, and shops. - The market is described as a major symbol of culture, gastronomy, and tradition in Minas Gerais. - Guto Caram, CEO and founder of 18 Comunicação, said preserving identity can generate more value than replacing it and that the strategy was designed to strengthen both the brand and cultural heritage. - A LinkedIn post from MOTIM CC includes more information about the announcement: the company's announcement

Between the lines: - Right Naming pushes back against the usual naming-rights model, where corporate visibility often overrides public familiarity. - The concept suggests that restraint can be a branding asset when a place already has strong emotional value. - The campaign also reframes sponsorship as stewardship, not just promotion.

What's next: - The modernization work at Mercado Central is expected to continue ahead of the market’s 2029 centennial. - The campaign will likely test whether a heritage-first naming-rights model can be replicated at other landmark properties. - The broader pitch is that brands can build equity by preserving what people already value most.