Gustavo Mendes is the Founder & Brand Strategy Director at Ichika Brand Consulting and serves as a Visiting Professor and Programme Director at Porto Business School. He is also a Postdoctoral Fellow at the University of Porto’s School of Economics and Management. Gustavo holds a PhD in Psychology and an MBA from the University of Porto.

With over 17 years of experience in marketing and brand management, he has held prominent leadership roles at Universo (Sonae/Bankinter), Grupo Primor, NewCoffee, and Ibersol. He also co-founded Neoscopio, a University of Porto spin-off. In addition, Gustavo has contributed as an Associate Advisor at Cloo – Behavioral Insights Unit, been a member of the Market and Communication Committee at AICC – Associação Industrial e Comercial do Café, and served on the Statutory Board – Fiscal Council at OPP – Ordem dos Psicólogos Portugueses.